Transcript Slide 1 - SEO Content Institute

Turn Brain Science Into Bucks
Easy ways to unlock your prospect’s minds
with consumer psychology and
neuromarketing
Presented By:
Heather Lloyd-Martin
CEO, SuccessWorks
Content marketing is more than
just writing...
Maslow’s Hierarchy of
Needs/Marketing Style
Self
Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
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
We Like to Feel Like We’re “One of
the Crowd”
No matter
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
Text
Text
Text
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
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
[email protected]
Blog: SEOcopywriting.com
Twitter:
http://twitter.com/heatherlloyd