Open a sample of various websites, and you’ll most likely see the result of a person or firm trying to adapt a printed brochure to the Internet. It doesn’t work because people read them differently.
Brochures. In a brochure, people tend to look at your headline, subheads and bullet points. They will use look at those points to find relevant information. If they find it, they'll read more of your content.
Web. On your website, people tend to read even less and skim even more. They jump from point to point in an “F” pattern. (Jakob Nielsen) They look at the first headline and typically read most of it. Then, they drop down to the next big, bolded line and read some of it. Finally, they skim down the left side of the page looking for something else to grab their eye’s attention.
If you want to capture your visitor’s attention, you have to reformat and edit your web content to take advantage of how people read websites.
Logic. Think in these terms: smaller chunks of information, preceded by a relevant subhead, all written to give the most important information first.
Like this info? This information comes from our new eBook. It's so new that we're still finalizing the content, and the working title is Words that Guide Minds. It is an intense class in how to use psychology in your marketing, specifically how to use words to motivate people.
Want a sample? Just send me an email: michael@aboutpeople.com. Include your contact information and this paragraph.
-- Michael Lovas
Wednesday, March 25, 2009
Saturday, March 21, 2009
New eBook on Psychological Marketing
I'm currently editing our newest eBook. The working title is: The Language of Yes - how to frame and phrase your message to influence and inspire people to say YES!
Phew! That's a long title. But, the content is superb. I've been writing about psychological marketing since about 1991. That’s also when I began teaching people how to use psychology in their marketing. I learned the tools of the trade from writing stacks and stacks of direct response programs. From them, I learned what works and what doesn't - all in the school of day-to-day hard knocks as the head writer for JCPenney.
Then, I began to study psychology very seriously. That was about ten years of daily learning. So, when I talk about linguistic structures, language patterns and mental filters, I know what I’m talking about.
I also learned that most copywriters don't have a clue how to use psychology in their writing. They're more interested creating in a catchy pun than slipping past the reader's mental filters.
Truth Frame. Here's an example of a little-known technique. I call it the Truth Frame. At the beginning of your marketing piece, say three things that are undeniably true. Just three things that are simple and obviously true. Then, link them back to you. That's it. In this way, your reader starts off by dropping all red flags and extending trust to you. Thus, you just slipped past mental filters and entered the mental kingdom.
If you like this type of information, please let me know. Just send me an email, and I'll personally send you a list of the most powerful and persuasive words ever assembled. Be sure to say you found me on this blog. Write to me at: michael@aboutpeople.com
-- Michael
Phew! That's a long title. But, the content is superb. I've been writing about psychological marketing since about 1991. That’s also when I began teaching people how to use psychology in their marketing. I learned the tools of the trade from writing stacks and stacks of direct response programs. From them, I learned what works and what doesn't - all in the school of day-to-day hard knocks as the head writer for JCPenney.
Then, I began to study psychology very seriously. That was about ten years of daily learning. So, when I talk about linguistic structures, language patterns and mental filters, I know what I’m talking about.
I also learned that most copywriters don't have a clue how to use psychology in their writing. They're more interested creating in a catchy pun than slipping past the reader's mental filters.
Truth Frame. Here's an example of a little-known technique. I call it the Truth Frame. At the beginning of your marketing piece, say three things that are undeniably true. Just three things that are simple and obviously true. Then, link them back to you. That's it. In this way, your reader starts off by dropping all red flags and extending trust to you. Thus, you just slipped past mental filters and entered the mental kingdom.
If you like this type of information, please let me know. Just send me an email, and I'll personally send you a list of the most powerful and persuasive words ever assembled. Be sure to say you found me on this blog. Write to me at: michael@aboutpeople.com
-- Michael
Subscribe to:
Posts (Atom)
Posts
