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

heather@searchenginewriting.com

Blog: SEOcopywriting.com

Twitter:

http://twitter.com/heatherlloyd