The Conversion Protocol | A proprietary technique – Linear B Group
The Conversion Protocol
If you have a product that’s marginally better or shinier than the rest, you’ll win.
The biggest challenge in business is selling something new.
No matter how much greater the benefits (or how logical your case) people just mistrust the unfamiliar.
Drawing on the latest psychological techniques, combined with our own communications expertise, we have developed the Conversion Protocol: a guide to changing the way people see the world.
Below, we showcase an overview of the approach. If you would like to know more, get in touch.
To build anything, you must take people on a journey.
You might want them to…
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Switch service providers
From Acme Ltd to Ace LLP
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Allocate to new asset classes
From liquid to committed
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Adopt new processes
From manual to automated
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Flip assumptions
From low fat to low sugar
Studies show the classic techniques of changing behaviours are rarely effective.
If you really want people to see things your way… read on
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The right goals
Don’t try to ‘convince’ anyone. We like to change our own minds.
‘Soft-hitting‘ goals:
- Keep people listening
- Get them asking questions
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Open a dialogue
Used too early, hard logic and facts can be counter-productive.
‘Soft-hitting‘ goals:
- Ask questions of them and listen to the answers
- Try to integrate their views into your narrative
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Drop love bombs
Seeing things differently is mentally and emotionally costly. To do it, people must believe you are on their side.
- Find common ground
- Acknowledge their situation and challenges
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Drop truth bombs
‘Weight of evidence’ tactics are intellectual ‘brute-force’. This repels most people.
- Truth bomb: a nugget of information that ‘speaks volumes’ and holds the seed of your idea
Drop, with precision
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Show humility
The golden rule of PR is never admit to weakness. The golden rule of soft-hitting communications: ‘fess up early’.
Soft-hitting strategy:
- Volunteer the weaknesses in your position
- Earn trust, with disarming honesty
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Be suggestive
The golden rule of PR is never admit to weakness. The golden rule of soft-hitting communications: ‘fess up early’.
Soft-hitting messages:
“You may start to notice the market shift in this direction”
Be repetitive
Sadly, most people will accept even obvious contradictions, if repeated often enough.
How much more powerful will be your simple truth, if you…
Repeat. Repeat. Repeat.
Profiles: what you really need to know
Classic account-based marketing begins by organising your audience by LinkedIn style personas – job title, sector, experience, etc.
But if you want to change people’s perspective, their most important characteristic is their receptivity to your message.
Therefore, segment your audience – not by job type or industry – but by their openness to change.
[octicons–arrow-down]
Persona | Description | Features | Action |
---|---|---|---|
Immovables | Representative of the status quo. | Tied temperamentally or structurally to the status quo. Unreachable. | Accept their position and move on. |
Sceptics | Active supporter of the status quo. | Resistant to change. Reachable. | Deploy full ‘Perceptions Protocol’. Converts become powerful advocates. |
Novices | No strong view held. | Effected by general consensus. Not a change-leader. | Reached through ‘Repetition’ and social proof. |
Receptives | Open to engagement. | Natural adopter, sometimes constrained by systems/bureaucracy. | Deploy logic and evidence sooner. |
Advocates | An ally. | A convert, client or colleague. | Leverage their advocacy for social proof. |
Campaigns – how to apply the Conversion Protocol
Managing personas
Unlike the LinkedIn persona approach, you will need to assign personas dynamically, as your campaign and engagement with the market unfolds. The idea is to progress people down the chart.
- Organise your audience by persona, as far as possible.
- For unknowns, the default persona should be ‘Sceptics’.
- Capture ‘Novices’ with repetition.
- Funnel ‘Receptives’ quickly to ‘long-form’ insights.
- (Ignore ‘Immovables’.)
Content types, by persona
SCEPTICS
This audience should form the basis of any general communications campaign
Target with:
- Surveys (ask open questions)
- Green papers (ideas sharing, for debate)
- Seminars and forum Advertising (repetition)
NOVICES
This audience is most effected by repetition and social proof
Target with:
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- Advertising
- Testimonials
- Regular social media postings
RECEPTIVES
Rich content for engaged prospects
Target with:
- White papers (authoritative)
- Long form articles Podcasts
- Direct email marketing.
Linear B Group is expert in helping companies with complex strategic communications challenges. Find out more.