The Power of Touch

It’s official! Touch has a powerful effect in sales and in marketing. A recent study proved that men take bigger risks after being touched by a woman (on the shoulder ).

Here’s how the survey worked.

There were two groups of men. Both were ushered to a seat by a woman. In the first group, each man was lightly touched on the back of the shoulder as he sat down. In the second group, no touching took place.

These men were then given a choice – to accept a fairly large sum of money as a gift or to have the opportunity to gamble that sum of money for a potential return that wass substantially larger than that initial amount. If they were to win they would keep the winnings. If they were to lose they would lose the initial sum of money.

The result?

50% more of the men in the group who had been touched, opted for the riskier option.

They retried the study using women with women and guys with guys and guys with women and even though the study featuring women touching women on the shoulder did have some effect, it paled in comparision with the original experiment. And – the male on male version didn’t have any effect at all.

Now what does that say?

Is it that the men got full of bravado and went into hunter mode, after being touched because subconsciously they like to impress women?

Is it a subconscious mothering thing where they feel safe when feeling a woman’s touch?

Or – is it simply that the effect of touch is powerful in that it is great for reducing scepticism and building rapport and because the participants were more likely to feel good about themselves after being touched, they were more likely to be open to taking risks?

Who knows? Regardless of the answer, touch impacts the emotions. And it isn’t just limited to human contact either.  It can mean anything that your customer touches during their interaction with you — coffee cups, pens, stationery, fabric —  anything.

About Kristina Mills:
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.

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