Turn Brain Science Into Bucks Presented By: Heather Lloyd-Martin CEO, SuccessWorks Easy ways to...
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Transcript of Turn Brain Science Into Bucks Presented By: Heather Lloyd-Martin CEO, SuccessWorks Easy ways to...
Turn Brain Science Into Bucks
Presented By: Heather Lloyd-MartinCEO, SuccessWorks
Easy ways to unlock your prospect’s minds with consumer psychology and
neuromarketing
Content marketing is more than just writing...
Maslow’s Hierarchy of Needs/Marketing Style
Physiological NeedsPhysiological Needs
Safety NeedsSafety Needs
Social NeedsSocial Needs
Esteem Needs
Self Self
ActualizationActualization
Physiological Needs
Safety Needs
Social Needs
Esteem Needs
Specific Things You Can Do
• Jump on to the bandwagon approach• Leverage the power of social proof• Understand the best time you can ask for a
testimonial• Focus - not overwhelm - your customer• Learn why “free” isn’t always good• Help customers make the decisions you
want with compromise products
The Bandwagon Effect
No matter
We Like to Feel Like We’re “One of the Crowd”
Text
No matter how “different” we feel we are, we want to do what other people like us are doing.
Mirror Neurons
We look at things like Twitter “followers” to determine worth
How You Can Leverage This
• Include logos/names of current/past clients.• PR/content marketing campaign to build
brand.• If you have a service-oriented site, consider
adding a blog (for comments) or testimonials (more on that later.)
• Twitter for personal branding
How to Work with Testimonials
It’s not just getting testimonials, it’s matching the testimonial to the offer, target audience and where someone is in the purchasing decision.
How to Leverage This...
• People want to know that you can help them with their needs.
• If you have different target audiences (small business, enterprise level,) match the testimonial to the audience.
Matching the Testimonial to the Vertical
Best Time to Ask for a Testimonial?
The Need to Differentiate
Head and Shoulders Test
Reduced choices from 26 to 15 - received a 10 percent increase in sales
How to Leverage This
• Don’t let your customers overwhelm - reduce choices, test, and consider reducing again.
• Know that there is power in simple...too many choices confuse.
When “Free” is Not Good
How to Leverage This…
• If you’re providing an incentive gift, include the value of the gift in the text
• If you’re offering a “discount,” consider including the retail price.
• If you’re offering a “savings” - tell them how much.
Compromise choices
TextText
Text
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What to know...
• People compromise between a low-priced product and a higher priced product by opting for the less expensive version. If there are three choices, the “middle choice” is often chosen.
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Example of pricing structure
Boost sales by changing the order in which you make your request.
How to Leverage
• Slice “choices” to three (differentiation)• Place the most expensive option first -
everything else looks like a bargain...or• Highlight/default (or place in the middle of
three choices) the choice you want people to take.
• Consider decoy marketing
Decoy Marketing
Offer one so-so choice - it makes the other choices seem better
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Takeaways
• Better understanding of psychological processes = more effective online sales.
• How you strategies your writing is more than just keywords - it’s also understanding your prospects’ underlying motivations.
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Heather Lloyd-Martin
Blog: SEOcopywriting.com
Twitter:
http://twitter.com/heatherlloyd