Usage of English words is very essential for a successful and effective marketing strategy. Which words are neuro-psychological activators are very important to understand and analyse. In addition, the slogans of companies are also an important dimension to achieve the surprise. Without a catchy slogan, no company can flourish. Last but not the least, email appointments.
1) Persuasion, emotion, and trust (PET design) are important for building deeper relationships with customers beyond just usability. PET design understands what triggers purchase decisions.
2) E-commerce sites need to go beyond usability and navigation to provide an engaging user experience that makes customers feel committed. Several persuasive techniques can be used, but the key is understanding the emotional triggers of the target audience.
3) Seven principles of PET design are discussed: understanding what customers can do, will do, and still do on a site; reciprocity; scarcity; gravitating toward middle options; sensitivity to food, sex, danger and offspring; small wins; and social validation. These principles leverage human psychology
Wallace & Washburn Associates provides consulting services related to decision-making and branding. They analyze qualitative data using their DecisionSCAN tool to identify high frequency "trigger words" that appeal to different decision-making modes (Thinkers, Visualizers, Commanders). Examples are provided of clients where identifying these emotional trigger words led to successful branding, marketing, and PR campaigns. The document outlines the company's services and approach to emotional branding.
This document discusses the importance of validating consumer insights before using them to drive business innovation. It provides an overview of insight validation methods that can help identify the insights with the highest potential for innovation, branding, or activation. These methods move beyond traditional surveys by using qualitative plug-ins, collaborative tools, and emotional measurement to gain a deeper understanding of why certain insights perform better than others. Insight validation is presented as a necessary step for selecting the most promising insights to pursue, thereby increasing the chances of successful marketing innovation initiatives.
This document discusses various ways that brands can engage customers through digital disconnect, retail innovation, education, happiness apps, and storydoing. Some key points discussed include merging online and in-store shopping experiences; brands investing in education by teaching skills to customers and employees; apps and tools that aim to increase happiness and mindfulness; and marketing through actions rather than just words by becoming a "storydoing" company.
DecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision MakingKim Wallace
The document provides background information on Wallace & Washburn Associates LLC, a consulting firm that uses DecisionSCAN software to analyze qualitative data and identify the most powerful messages and branding strategies for clients based on whether audiences think logically or intuitively. Wallace & Washburn has represented many large companies across various industries and helped them successfully launch products, campaigns and branding strategies through analyzing qualitative data with DecisionSCAN. The document lists some representative clients and case studies to demonstrate how DecisionSCAN has helped various organizations identify the most impactful messages and strategies.
The power of intuitive based communicationsKim Wallace
Wallace & Washburn Associates provides DecisionSCAN, a service that analyzes qualitative data to identify intuitive, emotional triggers that influence decision-making. DecisionSCAN has helped clients in industries like consumer packaged goods, education, healthcare, and government. It identifies unconscious motivators by determining frequent words from verbatim transcripts. This informs messaging that resonates emotionally rather than relying solely on rational appeals. Past clients report DecisionSCAN led to successful product launches, branding strategies, and increased program participation.
Usage of English words is very essential for a successful and effective marketing strategy. Which words are neuro-psychological activators are very important to understand and analyse. In addition, the slogans of companies are also an important dimension to achieve the surprise. Without a catchy slogan, no company can flourish. Last but not the least, email appointments.
1) Persuasion, emotion, and trust (PET design) are important for building deeper relationships with customers beyond just usability. PET design understands what triggers purchase decisions.
2) E-commerce sites need to go beyond usability and navigation to provide an engaging user experience that makes customers feel committed. Several persuasive techniques can be used, but the key is understanding the emotional triggers of the target audience.
3) Seven principles of PET design are discussed: understanding what customers can do, will do, and still do on a site; reciprocity; scarcity; gravitating toward middle options; sensitivity to food, sex, danger and offspring; small wins; and social validation. These principles leverage human psychology
Wallace & Washburn Associates provides consulting services related to decision-making and branding. They analyze qualitative data using their DecisionSCAN tool to identify high frequency "trigger words" that appeal to different decision-making modes (Thinkers, Visualizers, Commanders). Examples are provided of clients where identifying these emotional trigger words led to successful branding, marketing, and PR campaigns. The document outlines the company's services and approach to emotional branding.
This document discusses the importance of validating consumer insights before using them to drive business innovation. It provides an overview of insight validation methods that can help identify the insights with the highest potential for innovation, branding, or activation. These methods move beyond traditional surveys by using qualitative plug-ins, collaborative tools, and emotional measurement to gain a deeper understanding of why certain insights perform better than others. Insight validation is presented as a necessary step for selecting the most promising insights to pursue, thereby increasing the chances of successful marketing innovation initiatives.
This document discusses various ways that brands can engage customers through digital disconnect, retail innovation, education, happiness apps, and storydoing. Some key points discussed include merging online and in-store shopping experiences; brands investing in education by teaching skills to customers and employees; apps and tools that aim to increase happiness and mindfulness; and marketing through actions rather than just words by becoming a "storydoing" company.
DecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision MakingKim Wallace
The document provides background information on Wallace & Washburn Associates LLC, a consulting firm that uses DecisionSCAN software to analyze qualitative data and identify the most powerful messages and branding strategies for clients based on whether audiences think logically or intuitively. Wallace & Washburn has represented many large companies across various industries and helped them successfully launch products, campaigns and branding strategies through analyzing qualitative data with DecisionSCAN. The document lists some representative clients and case studies to demonstrate how DecisionSCAN has helped various organizations identify the most impactful messages and strategies.
The power of intuitive based communicationsKim Wallace
Wallace & Washburn Associates provides DecisionSCAN, a service that analyzes qualitative data to identify intuitive, emotional triggers that influence decision-making. DecisionSCAN has helped clients in industries like consumer packaged goods, education, healthcare, and government. It identifies unconscious motivators by determining frequent words from verbatim transcripts. This informs messaging that resonates emotionally rather than relying solely on rational appeals. Past clients report DecisionSCAN led to successful product launches, branding strategies, and increased program participation.
Your Next Job: Networking for IntrovertsBrain Capital
Presented to the High Tech Networking Group at PCC Willow Creek on September 22, 2016. An explanation of networking skills for those who don't do well naturally. My the end of the presentation, all audience members were excellent at small talk.
AMA Reseach & Strategy Summit: Community WorkshopTom De Ruyck
The document discusses research communities as an alternative way to involve consumers in research up to the boardroom level of an organization. It finds that optimal community threads have around 30 posts and 20% of insights come uniquely from the crowd. Research communities work best when they create engagement through fun and games while managing interaction. Moderators must commit to creating an experience that balances methods, storytelling, and results. When applied effectively through purposeful sampling and brand fans, research communities can generate identification and informational engagement from consumers.
Social Engineering: The Human Element of Sourcing and RecruitingGlen Cathey
This SourceCon deck is the latest iteration of my social engineering content that I have also presented at LinkedIn, SOSUEU, Bullhorn and the NWRA, and it provides a high-level overview of many social engineering strategies and tactics that can be used in a "white hat" manner when seeking to influence potential candidates to respond to outreach efforts, be open to speaking openly and honestly with you, provide high quality referrals, and convert to being an candidate / applicant.
The document provides advice and guidelines for writing effective fundraising communications using impactful language. It recommends using clear, concise language and active voice to establish rapport with recipients. Specific examples and stories are emphasized over general statistics to increase reader involvement. Power words like "relief" and "reward" can increase response rates when used appropriately. Overall, the document stresses optimizing information for the recipient to change perceptions without altering facts.
Wallace & Washburn Associates is a branding and marketing firm located in Cambridge, MA. The founders, Kim Wallace and Harry Washburn, have backgrounds in marketing and consulting and are also published authors. They developed DecisionSCAN, a methodology to analyze qualitative data to identify intuitive "trigger words" that can be used in branding, advertising, and messaging. The document provides several case studies where DecisionSCAN was used to help clients in industries like consumer packaged goods, education, travel, and more. It identifies the objective, data source, key questions asked, and the resulting trigger words and strategies employed, demonstrating how the approach helped various organizations with branding and messaging.
Where does creativity come from? Explore then inspire your content marketing with quotes and tips from Content Marketing World keynote speaker John Cleese and other creative innovators.
Coaching Creatives helps professionals improve their public speaking skills when discussing their work. It is run by Melissa Kidd and provides coaching services. Visitors can find more information on the listed website or by calling Melissa Kidd. The document outlines techniques for effectively communicating the purpose and impact of one's work to others through storytelling, metaphors, and focusing on the concrete results and context.
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
This document discusses how building a sustainable competitive advantage through a sales organization by leveraging three influential principles: commitment and consistency, authority, and liking (affinity). It provides examples of how initial small commitments can lead to larger commitments due to consistency. It also discusses how signaling authority through credentials can increase influence and how finding similarities can increase liking and the likelihood of agreement. The document argues that effectively applying these three principles through a sales organization can be very difficult for competitors to replicate, thus providing a sustainable competitive advantage for the company.
Creative Traction Methodology - For Early Stage StartupsTommaso Di Bartolo
The document discusses the Creative Traction Methodology (CTM) for gaining traction for new products and ideas. CTM has three parts: 1) The Idea Release Life Cycle which emphasizes validating ideas before development and engaging communities early. 2) Ransack Tools which means leveraging new growth hacking strategies and tools. 3) Act Creatively which involves lateral thinking with no biases to attract niche audiences and validate assumptions through experimentation. The document provides examples and case studies for applying each part of CTM.
How I learned to stop worrying about the brandGareth Kay
My slides (that make even less sense without v/o) from Planningness 2016. Marketers and the folks who advise them obsess over the brand. But what if our obsession is wrong? What if how we think about a brand is ill defined? What if we need to rethink what we do to focus on the end result, not the means? This session will lay out my misgivings with how we obsess over the brand and give practical advice about how we might do things that are more valuable to people and businesses. (Also hit presentation gold getting Dr Strangelove, Bob Mould and David Bowie into one presentation).
Product Gamification presentation delivered by Asif Rajani, during the Warsaw Venture Cafe at Varso Tower on 30/September/2021.
Source:
Actionable Gamification: Beyond Points, Badges, and Leaderboards
By Yu-kai Chou
People whom we meet make quick decisions about us. Should they hire us? Vote for us? Buy something from us? Seven seconds. This is that brief moment in time when others first see you, or your employees, whether it’s at a meeting, on the job, or at an interview.
Sylvie di Giusto, owner of Executive Image Consulting and Author of "The Image of Leadership" helps individuals and companies to explore how people make up their minds very quickly about you, your leadership potential or your company, and either open the door for you or slam it shut.
Snap: 10 facts about the human brain to help you create a better websiteSnap
Understanding the human brain and your consumers' wants and needs could help you create and manage a more effective website.
Discover the mindsets of your consumers with these 10 facts.
The document discusses shifting focus from awareness to action in marketing and communications. It argues that the traditional AIDA model of increasing awareness to drive sales is unrealistic, and that a better approach is to make action the priority. This "inverse AIDA" approach involves determining the prerequisites to purchase, framing the call to action around important actions rather than just awareness, and explicitly stating the role of communication in the creative brief. Digital actions also need to be evaluated based on their impact on driving purchases. Prioritizing action over awareness creates stronger campaign concepts that are more likely to impact sales.
The Lean Startup way or how to design solutions that will be adoptedMoldova ICT Summit
The document discusses the Lean Startup methodology for developing solutions that customers will adopt. It emphasizes validating assumptions with experiments and customer feedback rather than discussions. The key aspects are:
1) Understanding customer problems, limitations, and existing solutions through interviews and observation of behavior.
2) Hypothesizing the root causes of problems and designing small experiments to test solutions.
3) Identifying triggers for customer action and channels they use to find solutions and get feedback through iterative testing.
4) Continually learning and improving solutions based on validated data from customers rather than assumptions within discussions.
The document calls for advertising agencies to take a more radical approach in three key areas: 1) Focus on outcomes rather than outputs and think beyond traditional advertising to solve clients' business problems, 2) Stop thinking about their work in a vacuum and better understand cultural trends, and 3) Break away from narcissism and putting themselves at the center to instead focus on understanding people's real interests. It advocates for smaller, more experimental ideas and a culture of continual learning and improvement.
This document provides 20 ideas for fostering innovation and disruption in drug development. Some of the key ideas presented include treating innovation like many small startups rather than large projects, embracing failure as a learning opportunity, valuing empathy and understanding patients' perspectives, and ensuring budgets reflect a responsibility to improve humanity. The document is from a consulting firm called gapingvoid that combines design thinking and change management approaches to shift organizational cultures and behaviors.
SFAwards12: Best Airlines Driving Customer Service from Social Media (Finalis...SimpliFlying
Swiss International Air Lines uses social media to provide customer service 24/7 and expand its services. It has seen a 20% increase in customer requests on social media since launching its expanded customer service program. The program trains agents to respond to customer issues on platforms like Facebook and Twitter within 60 minutes and in multiple languages. Swiss has fulfilled customers' rising expectations of social media customer support, improved its services, collected valuable feedback, and increased its follower base as a result of its effective social media customer service strategy.
This document summarizes 12 practical business lessons from social psychology research. It discusses concepts like the foot-in-the-door phenomenon, where agreeing to a small request makes one more likely to agree to a larger request later. It also covers the door-in-the-face technique, where an unreasonable initial request makes a subsequent, reasonable request seem smaller by comparison. Finally, it discusses factors like primacy and recency effects in recall, cognitive dissonance in changing attitudes to match behaviors, and the importance of perceived expertise and trustworthiness when persuading others.
Psychological Insights Into the Brain That Will Improve Your MarketingSelf-employed
The better you understand the human mind, the better you’ll be able to persuade customers to convert. And, if you think about it, marketing is really about applied psychology.
What this means is that buyers act in certain ways because they’re wired to do so.
Your Next Job: Networking for IntrovertsBrain Capital
Presented to the High Tech Networking Group at PCC Willow Creek on September 22, 2016. An explanation of networking skills for those who don't do well naturally. My the end of the presentation, all audience members were excellent at small talk.
AMA Reseach & Strategy Summit: Community WorkshopTom De Ruyck
The document discusses research communities as an alternative way to involve consumers in research up to the boardroom level of an organization. It finds that optimal community threads have around 30 posts and 20% of insights come uniquely from the crowd. Research communities work best when they create engagement through fun and games while managing interaction. Moderators must commit to creating an experience that balances methods, storytelling, and results. When applied effectively through purposeful sampling and brand fans, research communities can generate identification and informational engagement from consumers.
Social Engineering: The Human Element of Sourcing and RecruitingGlen Cathey
This SourceCon deck is the latest iteration of my social engineering content that I have also presented at LinkedIn, SOSUEU, Bullhorn and the NWRA, and it provides a high-level overview of many social engineering strategies and tactics that can be used in a "white hat" manner when seeking to influence potential candidates to respond to outreach efforts, be open to speaking openly and honestly with you, provide high quality referrals, and convert to being an candidate / applicant.
The document provides advice and guidelines for writing effective fundraising communications using impactful language. It recommends using clear, concise language and active voice to establish rapport with recipients. Specific examples and stories are emphasized over general statistics to increase reader involvement. Power words like "relief" and "reward" can increase response rates when used appropriately. Overall, the document stresses optimizing information for the recipient to change perceptions without altering facts.
Wallace & Washburn Associates is a branding and marketing firm located in Cambridge, MA. The founders, Kim Wallace and Harry Washburn, have backgrounds in marketing and consulting and are also published authors. They developed DecisionSCAN, a methodology to analyze qualitative data to identify intuitive "trigger words" that can be used in branding, advertising, and messaging. The document provides several case studies where DecisionSCAN was used to help clients in industries like consumer packaged goods, education, travel, and more. It identifies the objective, data source, key questions asked, and the resulting trigger words and strategies employed, demonstrating how the approach helped various organizations with branding and messaging.
Where does creativity come from? Explore then inspire your content marketing with quotes and tips from Content Marketing World keynote speaker John Cleese and other creative innovators.
Coaching Creatives helps professionals improve their public speaking skills when discussing their work. It is run by Melissa Kidd and provides coaching services. Visitors can find more information on the listed website or by calling Melissa Kidd. The document outlines techniques for effectively communicating the purpose and impact of one's work to others through storytelling, metaphors, and focusing on the concrete results and context.
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
This document discusses how building a sustainable competitive advantage through a sales organization by leveraging three influential principles: commitment and consistency, authority, and liking (affinity). It provides examples of how initial small commitments can lead to larger commitments due to consistency. It also discusses how signaling authority through credentials can increase influence and how finding similarities can increase liking and the likelihood of agreement. The document argues that effectively applying these three principles through a sales organization can be very difficult for competitors to replicate, thus providing a sustainable competitive advantage for the company.
Creative Traction Methodology - For Early Stage StartupsTommaso Di Bartolo
The document discusses the Creative Traction Methodology (CTM) for gaining traction for new products and ideas. CTM has three parts: 1) The Idea Release Life Cycle which emphasizes validating ideas before development and engaging communities early. 2) Ransack Tools which means leveraging new growth hacking strategies and tools. 3) Act Creatively which involves lateral thinking with no biases to attract niche audiences and validate assumptions through experimentation. The document provides examples and case studies for applying each part of CTM.
How I learned to stop worrying about the brandGareth Kay
My slides (that make even less sense without v/o) from Planningness 2016. Marketers and the folks who advise them obsess over the brand. But what if our obsession is wrong? What if how we think about a brand is ill defined? What if we need to rethink what we do to focus on the end result, not the means? This session will lay out my misgivings with how we obsess over the brand and give practical advice about how we might do things that are more valuable to people and businesses. (Also hit presentation gold getting Dr Strangelove, Bob Mould and David Bowie into one presentation).
Product Gamification presentation delivered by Asif Rajani, during the Warsaw Venture Cafe at Varso Tower on 30/September/2021.
Source:
Actionable Gamification: Beyond Points, Badges, and Leaderboards
By Yu-kai Chou
People whom we meet make quick decisions about us. Should they hire us? Vote for us? Buy something from us? Seven seconds. This is that brief moment in time when others first see you, or your employees, whether it’s at a meeting, on the job, or at an interview.
Sylvie di Giusto, owner of Executive Image Consulting and Author of "The Image of Leadership" helps individuals and companies to explore how people make up their minds very quickly about you, your leadership potential or your company, and either open the door for you or slam it shut.
Snap: 10 facts about the human brain to help you create a better websiteSnap
Understanding the human brain and your consumers' wants and needs could help you create and manage a more effective website.
Discover the mindsets of your consumers with these 10 facts.
The document discusses shifting focus from awareness to action in marketing and communications. It argues that the traditional AIDA model of increasing awareness to drive sales is unrealistic, and that a better approach is to make action the priority. This "inverse AIDA" approach involves determining the prerequisites to purchase, framing the call to action around important actions rather than just awareness, and explicitly stating the role of communication in the creative brief. Digital actions also need to be evaluated based on their impact on driving purchases. Prioritizing action over awareness creates stronger campaign concepts that are more likely to impact sales.
The Lean Startup way or how to design solutions that will be adoptedMoldova ICT Summit
The document discusses the Lean Startup methodology for developing solutions that customers will adopt. It emphasizes validating assumptions with experiments and customer feedback rather than discussions. The key aspects are:
1) Understanding customer problems, limitations, and existing solutions through interviews and observation of behavior.
2) Hypothesizing the root causes of problems and designing small experiments to test solutions.
3) Identifying triggers for customer action and channels they use to find solutions and get feedback through iterative testing.
4) Continually learning and improving solutions based on validated data from customers rather than assumptions within discussions.
The document calls for advertising agencies to take a more radical approach in three key areas: 1) Focus on outcomes rather than outputs and think beyond traditional advertising to solve clients' business problems, 2) Stop thinking about their work in a vacuum and better understand cultural trends, and 3) Break away from narcissism and putting themselves at the center to instead focus on understanding people's real interests. It advocates for smaller, more experimental ideas and a culture of continual learning and improvement.
This document provides 20 ideas for fostering innovation and disruption in drug development. Some of the key ideas presented include treating innovation like many small startups rather than large projects, embracing failure as a learning opportunity, valuing empathy and understanding patients' perspectives, and ensuring budgets reflect a responsibility to improve humanity. The document is from a consulting firm called gapingvoid that combines design thinking and change management approaches to shift organizational cultures and behaviors.
SFAwards12: Best Airlines Driving Customer Service from Social Media (Finalis...SimpliFlying
Swiss International Air Lines uses social media to provide customer service 24/7 and expand its services. It has seen a 20% increase in customer requests on social media since launching its expanded customer service program. The program trains agents to respond to customer issues on platforms like Facebook and Twitter within 60 minutes and in multiple languages. Swiss has fulfilled customers' rising expectations of social media customer support, improved its services, collected valuable feedback, and increased its follower base as a result of its effective social media customer service strategy.
This document summarizes 12 practical business lessons from social psychology research. It discusses concepts like the foot-in-the-door phenomenon, where agreeing to a small request makes one more likely to agree to a larger request later. It also covers the door-in-the-face technique, where an unreasonable initial request makes a subsequent, reasonable request seem smaller by comparison. Finally, it discusses factors like primacy and recency effects in recall, cognitive dissonance in changing attitudes to match behaviors, and the importance of perceived expertise and trustworthiness when persuading others.
Psychological Insights Into the Brain That Will Improve Your MarketingSelf-employed
The better you understand the human mind, the better you’ll be able to persuade customers to convert. And, if you think about it, marketing is really about applied psychology.
What this means is that buyers act in certain ways because they’re wired to do so.
Millward Brown Perspectives. Volume 6: Issue 2Kantar
The second issue of Perspectives, our quarterly magazine, is now available for iPad and as a PDF. If you missed the first issue, don’t miss this one. It’s full of valuable content about building Meaningfully Different brands, social measurement, and the brand impact of mobile advertising
The difference that really matters between CX leaders and practitioners is not their title, but whether they’re “building cathedrals” or just “laying bricks.” To help their organizations become more customer-centric, CX leaders need to actively participate in and shape conversations in their organizations around 5 key topics: Disruption, Loyalty, Data, Brand and Innovation.
Original article from the Flevy business blog can be found here:
http://flevy.com/blog/selling-the-solution-not-the-product/
Selling can be sleazy when it’s manipulative. “Let me convince you to do something, so I’ll get what I want.”
If you want to grow your business, and feel good about yourself at the same time, it’s necessary to change the way you think about “selling.”
Everyone buys things. If you provide a product or service that has real value and helps people solve real problems, there is someone who will want to buy it. That someone is struggling with the problem you’re prepared to solve. They wouldn’t want a solution if solving the problem wasn’t important to them. So if you can help them solve their problem and do a good job of it, you have become their new best friend. They not only will want to buy what you have to sell, they will want to buy from you again and again because now they have begun to trust that you are someone who can help them solve their problems.
When you are able to shift your thinking from “I’m selling something” to “I’m serving someone by helping them solve a problem that they care about,” you’ll find yourself feeling great when that someone buys your stuff.
I have developed 5 ways to make that shift.
Step #1 – Be Clear on the Value You Offer
It all begins with you understanding; what are the problems you are uniquely qualified to help your clients or customers solve?
But you can’t stop there. What problems does your product or service address? What resources do you bring to help your customer/client solve those problems? Why should people believe that your proposed solution really works?
Make a list of the problems and then list how your product or service solves each problem. Make a list of the resources your customer or client will have at their disposal when they purchase your product or service. Then gather testimonials, endorsements, case studies and anything else that will demonstrate your solution really works.
White paper: Nine ways to communicate the value you offerPatricia McMillan
With shrinking budgets and increasing competition, it has never been more important to give your stakeholders a compelling reason to work with you: to subscribe to your service, select your product, fund your project, partner with you. This paper delivers a framework and a set of tools to help you communicate value and resonate with your stakeholders.
The science of influence 2013 - Selling InteractionsAnderson Hirst
A summary of insights to help you to apply science to influence for effective sales meeting. This white paper will provide you with 12 big ideas to stimulate your thoughts about managing customer interactions differently and we provide practical tips on how to apply this in sales in everyday situations.
The 7 must haves for a successful agency pitchJim Nichols
Many thousands of years ago, when mastodons walked the earth and I started in the ad biz, winning clients was
tough. But now, tough only begins to describe it. More competition, combined with blurring categories of marketing
solutions providers, means that an agency has longer odds than ever when it comes to garnering new clients. Here are
some thoughts on what it takes to win these days. Some of the thoughts are mine, and many are those of friends who
have recently gone through the process of selecting a new agency.
Seven tips for writing customer case studies that sellDavidDodd
The document provides seven tips for writing effective customer case studies that can help reduce buyers' perceptions of risk and boost marketing efforts. The tips are to: 1) inventory the key facts that can be used in the case study; 2) define the target audience for the case study; 3) identify the two or three main takeaways; 4) tell the case study like a story with a setup, complication, and resolution; 5) include specific quantitative results; 6) liberally use customer quotations; and 7) make the case study easy to scan with features like subheadings. Following these tips can help create case studies that are more compelling and persuasive to readers.
Dunkin Donuts
My name
Institution
Course
Instructor
Date
Introduction
Consumer Reference
Feasibility Test
Market Scope
Testing and Customer Acceptance
Staffing
Roll Out Plan
CUSTOMER PREFERENCE
Market research and analysis
Competitor strategies
There is need to do market analysis so as to understand further what the customers want. Without market research, products and services offered will be null and void. Market research will also help understand what kind of product the customer and it is not being offered by competitors. It helps the business understand the strategies of competitors. The business will find ways of outperforming competitors based on what the customers prefer.
3
FEASIBILITY TEST
Costs of starting the business
Profit projections
It is important to perform a feasibility test so to find out how much the business will cost. This the point that determines whether it is worth investing in the business. This where a forecast will be made to see projections. How long will it take the business to realize profits.
4
MARKET SCOPE
Customers explore new brands
Implement new technologies
Make informed decisions
Undertaking market scope is to find the rational consumers who are keen on trying to explore new brands in the market. This phase helps in implementing new techniques of how to to do business. It will assist the company in making informed decisions hence reducing customer loss. It enables the company to meet customer demands effectively. Satisfied customers will ensure that the business keep growing.
5
CUSTOMER ACCEPTANCE
The ultimate goal for every study is to answer key questions and provide up-to-date and reliable information to support the client’s strategic business planning.
Pricing strategies
The best way for a business to penetrate the market is if the customers accept the products and services that are being offered by the business. Here the business will set prices that are favorable to the customers. Not too high to push away consumers and not too low to avoid making losses.
6
DUNKIN’S STAFFING
Employ qualified employees
Employees who share the visions of the business
Clearly state roles of each employee
Services will not perform themselves. A business needs employees to attend to customers. A business needs qualified employees who relate easily to customers and work faster to meet the requests of customers. Good employees will the reason customers keep coming to buy from the business. If the area is full youths, the business needs youths who can easily understand the demands of customers.
7
ROLL OUT
Identify your niche and make sure the uniqueness of your product stands out.
Brand the product well in order to attract new customers as well.
Perform a SWOT analysis and monitor your products’ life cycle.
After all factors have been considered and observed, it is time to roll out the business. The best to win customers when the business becomes operational is to .
Why is good copywriting so effective in turning website visitors into buyers?
The reason is that there are techniques copywriters know and use to elicit an emotional response from their readers.
This is why businesses pay good copywriters so much for their services.
In this short 39 page guide, you are about to discover the secrets behind the world's greatest marketing copy and persuasive sales letters.
By the end of the guide, you'll be able to put these secrets to work for yourself - so that you, too, can craft and assemble better copy for your business - "copy that converts."
As the Prince Of Print himself, the great Gary Halbert once said, "The Written Word Is the Strongest Source of Power in The Entire Universe."
This document discusses effective communication and influence practices. It recommends using the ATTiC framework which stands for Target, Agent, Context, and Tactics. The document advises tailoring your communication based on who you are influencing (Target), your role (Agent), outside factors (Context), and which tactics (Rational persuasion vs inspiration) will work best. It emphasizes listening to understand others' perspectives to gain commitment. Overall, the key takeaways are to understand the audience, adapt to situations, and listen in order to influence effectively.
1. While some claim that human psychology can be simplified into checklists or models, people are actually highly complex and mysterious.
2. This document provides 12 basic psychological principles to consider when writing compelling marketing copy, including that people make emotional decisions and justify them with facts, think in terms of themselves and others, and are naturally suspicious yet follow the crowd.
3. Understanding why people act the way they do, not just what they do, is key to copywriting mastery and effective persuasion.
Be Powerful & Be Heard - The Effective Persuasion MethologyFred Then
The document outlines six core principles of persuasion: reciprocity, social proof, consistency, authority, scarcity, and liking. It also provides two bonus principles: benefits and requests. For each principle, it gives examples of strategies to use them effectively when influencing others. The principles are based on over 30 years of research into proven ways to maximize the impact of messages and ensure people act in their own best interests. It also lists seven persuasive language patterns such as cause and effect, implied cause and effect, and reframing. The overall purpose is to teach effective persuasion techniques.
If a tree falls in the forest and nobody is around to hear it, does it make a sound? What about if you have the most brilliant design or idea but nobody wants to hear it, does it make your customers happy? Creating beautiful, brilliant and elegant designs that never get launched doesn’t help our company or our customers.
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Pack your copy with the right persuasive trigger words and boost conversions
1. Pack Your Copy with the Right
Persuasive Trigger Words and Boost
Conversions
ConversionFanatics.com
2. The old adage “Sticks and stones may break my bones, but words will never hurt me”
may be a convalescing defense for kids at school, but it’s hardly accurate.
Words can inflict pain, damage self-esteem. Words can inspire, change minds, and
increase compassion.
The ability of words to affect our actions and emotions has been well documented and
backed by research. For example, “scientists have found that just hearing sentences
about elderly people led research subjects to walk more slowly.”
Words are powerful.
3. And from a marketing standpoint, the right words can make all the difference when it
comes to getting people to take notice and take action.
Of course, the merit of your content or offer is what ultimately matters most. But the
words you choose to showcase the benefits and value of what you’re offering play a
crucial role in determining the degree to which people are compelled to move forward
—whether it’s to click, sign-up, share, or purchase—and a single word can be more
influential than you might think.
4. Kevan Lee from BufferApp shares the following insight:
Kevan Lee: “I subscribe to the copywriting school of thought where
every single word is absolutely worth stewing over and A/B testing
because one single word can change everything.
The different between ‘joining’ and ‘signing up’ is the difference
between fellowship and enlisting. A word changes the meaning, the
mood, and the motivation.”
With that being the case, which words are more likely to provide marketers with a
linguistic leg up? Which words produce higher conversion rates?
5. The most effective words in the English
language
According to Gregory Ciotti from Copyblogger, the five most persuasive English words
are you, because, instantly, new, and free.
And while you may be thinking that these alleged “power words” don’t seem all that
commanding, given their commonplace usage, don’t underestimate them. Concise,
simple language is highly effective at persuading and directing people.
6. In fact, most leading publications, including the New York Times and the Economist, are
written at middle school levels to enhance readability and comprehension.
Image Source
7. There is one caveat, however.
Ciotti stresses that when using this list of words in your copy, “you must
understand why these words are persuasive, and you must use them in the contexts that
make sense for your audience and your business. If you just start slapping them on
every piece of content you create for no apparent reason, you’ll quickly see just how
unpersuasive they can be.”
That being said, here is the information you need to comprehend Ciotti’s why factor:
8. You
“You” is often cited at the top of lists regarding persuasive language thanks to a study
conducted by Yale University in 1970 (although a lack of citations or any researchers
coming forward to claim authorship indicates that this study likely never happened).
Nevertheless, copywriters still find that “you” retains high levels of persuasiveness, as it
invokes the power of the self—a power that is exercised even more effectively when a
person’s name is used.
Researchers Dennis P. Carmody and Michael Lewis found that hearing one’s own first
name produces “unique brain functioning activation” when compared to hearing the
names of other people, which makes sense. Self-recognition and the identity formation
are important facets of being human, and a person’s name is closely tied to those things
so it’s unsurprising that people become more engaged when their names are involved.
9. “Remember that a person’s name is to that person the
sweetest and most important sound in any language.”
– Dale Carnegie
10. Personalization is especially beneficial during the follow-up of a purchase or other
transaction, as it allows customers to feel like doing business with you was the right
choice and consequently establishes trust and helps build relationships.
Image Source
Of course, using a person’s name is not always feasible, but any aspect of copywriting
that capitalizes on permission marketing, such as email campaigns and newsletters, can
profit from adding a personal touch.
11. Because
“Because” is one of those deceptively ordinary words that has near magical properties in
terms of influencing behavior. Research shows that if you want to get people to do
something, simply give them a reason—even a lame one will do the trick—as using the
word “because” is like the linguistic equivalent of waving a magic wand.
Huffington Post writer Melissa Dahl reports on a classic 1970s “mindless behavior” study
conducted by behavioral scientist Ellen Langer to demonstrate the power of reasoning:
12. Melissa Dahl: “Langer’s famous study began when there was a line of
people waiting to use a photocopier. Then she tried cutting in line.
She wasn’t rude about it, though. She asked politely, “Excuse me, I
have five pages. May I use the Xerox machine?” Over and over she
tried this and found that 60 percent of the people allowed her to go
ahead of them.
Then Langer got more specific. “Excuse me, I have five pages. May I use the Xerox
machine because I’m in a rush?” When she gave a reason, the rate of compliance shot
up to 94 percent. No real surprise there.
13. The surprise comes with the third question: “Excuse me, I have five pages. May I use the
Xerox machine because I have to make some copies?” The rate of compliance stayed
about the same, at 93 percent, even though she removed the reason.”
Langer goes from having a barely passable reason (“I’m in a rush”) to having no reason
at all (“I have to make some copies”), but using the word “because” still satisfies the
majority of people in line and they allow her to cut.
Now, while even weak or flimsy reasons retain the ability to persuade, the importance of
a request should be proportional to the cogency of the reason—that is, the bigger the
request, the better the reason need to be.
14. When writing persuasive copy, you need to hone in on your customers’ number one
concern: “What’s in it for me?”
Highlight the most captivating benefits and features of your offer, providing your
customers with the strongest possible incentive to take action, and use “because” as the
gateway to these reasons—but as with most things, moderation is key.
15. Instantly
Considering the vast amount of information, software, and connections that are
available to us at the click of a button, it’s no wonder that we want things now, now,
now.
Delayed gratification may be an important skill to develop, as evinced in research such
as the Stanford Marshmallow Experiment, leading to the activation of our brains’ frontal
cortex. But in terms of sales and marketing, it’s all about the mid-brain, and “several MRI
studies have shown just how fired up our mid-brain gets when we envision instant
rewards.”
For those in the business of vending information or software, “instant access” is
completely feasible. For those selling physical goods or services, however, endorsing
guarantees like speedy deliveries or contacting customers within 24 hours still can be
highly effective at swaying customers to take action.
16. Just remember to…
“Always deliver on your promises. And, whenever possible, over-
deliver.” – Gregory Ciotti
It’s much better to under-promise and over-deliver, and pleasantly surprise your
customers than it is to fall short of your guarantee and incite their wrath.
17. New
There are two sides to the word “new.” On one hand, we don’t like change and respond
more positively to familiar brands. But at the same time, our “sense of adventure” leads
us to gravitate towards novelty items. Scientists discovered that “people are
programmed to try out something new, such as a familiar product in an unfamiliar
package or one that boasts a new formula.”
And the “newness” or innovation element is important especially for physical products
because physical products don’t age as well as “experiential purchases,” such as a
vacation package or concert tickets.
18. For example, the value of that brand new laptop you just bought is going to depreciate
over the course of a few years as updates and newer technologies become available
whereas the value of the cruise you took last spring is likely to be remembered even
more fondly as time goes on.
Given the dual nature of the word “new,” how can you then strike a balance in your
copywriting?
19. Gregory Ciotti: “The important things to consider here are which
parts of your business generate trust, and which parts generate utility.
It’s your brand that creates trust, and as the saying goes, if it ain’t
broke, don’t fix it.
Your products however are what customers get utility out of, and stagnant offerings are
your first class ticket to an abysmally bored user base.
Your core brand elements like your unique selling proposition, your dazzling customer
service and your quality offering in the marketplace should be approached with
excessive caution if things are going well.”
20. Therefore, “newness” is best instilled with new features, design improvements, or new
solutions to old problems. You want to excite customers with new innovations while
maintaining their trust in you as a high quality, reputable brand.
21. Free
“Free” is another one of those words that’s incredibly powerful in some cases, but in
others, it can actually hurt (we’ll get to that a little further down).
Freebies are often great and people usually love them. Free samples. Free shipping. Free
trials. I have a friend who loves to say, “If it’s free, take two!”
And the power of “free” has been well-documented. In his book Predictably
Irrational behavioral economist Dan Ariely describes two noteworthy studies: one
involving gift cards, the other involving chocolate.
22. In the first study, a group of people were given two options: a $10 Amazon gift card for
free or a $20 gift card for $7. The study found that even though the $7 gift card
provided more value, more people selected the free option.
In the second study, people had to choose between a $.01 Hershey Kiss and a $.15 Lindt
Truffle, which generally retails for closer to $.40 and is considered a richer, higher quality
chocolate. Seventy-three percent of people chose the Lindt Truffle compared to twenty-
seven percent who chose the Hershey Kiss.
23. Then, in a follow up, another group of participants were once again asked to choose
between a Hershey Kiss and a Lindt Truffle. This time, however, the price of each
chocolate was reduced by $.01, meaning the Lindt Truffle now cost $.14 and the Hersey
Kiss was free.
In this case, the results flip-flopped: 69% of people chose the Hersey Kiss and only 31%
opted for the Lindt Truffle, even though the difference in price—14 cents—remained the
same.
According to Ariely, this shift in opinion points to our tendency to prefer “avoiding
losses to acquiring gains” (loss aversion) as well as our “natural instinct to go after ‘low
hanging fruit’” to explain why we are more inclined to choose the freebie.
24. When “Free” Works: Shipping, Samples, and
Websites
As evinced above, people gravitate towards the free option regardless of its inherent
value.
In the case of shipping charges, Chris Anderson describes in his book Free how
Amazon’s sales increased in every country except for France once it started its free
shipping offer, with the discrepancy being that France offered shipping for $.20.
So even though $.20 is basically free, that small charge was enough to deter customers.
And once France switched and started offering free shipping, its sales increased as well.
25. The power of the free shipping threshold has been documented in other case studies as
well, and generally speaking, free shipping works more often than not when it comes to
A/B tests.
Similarly, free samples have been shown to positively affect a company’s bottom line as
well as influence customers’ buying behavior, inciting them to make purchases they
wouldn’t normally make.
Last year, Interactions, the product-demonstration company that handles Costco’s free
samples, saw a 71% increase in their beer sales and a whopping 600% increase in their
frozen pizza sales thanks to sampling.
26. Below, you can see a chart from the Atlantic showing the “average percentage increase
in sales after product samples in the past year, by product type”:
Image Source
27. Free samples benefit businesses in a number of ways. They make the shopping
experience more enjoyable and help customers learn about new products. Plus, they
increase brand loyalty over longer periods of time, and according to Dan Ariely, free
samples trigger the reciprocity instinct: “If somebody does something for you, you really
feel a rather surprisingly strong obligation to do something back for them.”
But what about websites and copywriting? How does “free” affect conversions in those
realms?
28. In one case study, Corcentric, a financial process automation software company, tested
the copy of the yellow CTA button on its homepage. Originally, the text read: “Get a
Demo.”
Image Source
29. Then, the copy was changed to read “Free Demo” to assess whether the word “free”
would entice more visitors to click the button.
Image Source
30. After running the A/B for two weeks on almost 800 visitors, the “free” version emerged
as the clear victor, recording a 99.42% increase in the button’s click-through rate.
Taruna from VWO.com cites several other case studies in which the word “free”
significantly boosted conversions:
31. GetResponse: Trial signups increased by 158% once the “FreeTrial” button was added
next to the “Buy Now” button.
Billund Airport: Click-through rates increased by 49.58% after changing the CTA copy
from “Shop Online” to “Buy Tax Free.”
Soocial: Conversion rates increased by 28% when “It’s free” was added next to the CTA
button.
32. In terms of conversion optimization, there is much anecdotal support for using the word
“free.”
However, the power of “free” should be taken with a grain of salt, as not all of the
aforementioned case studies comment on the statistical validity of their tests.
Plus, case studies have also been done in which “free” has been shown to actually hurt
conversions.
33. When “Free” Hurts: Emails and Bargain Hunters
“Free” can be especially tricky when used with emails. “Open now to get your free
report!” may be an enticing subject line, but “free” is often treated as a spam filter red
flag that will get your messages sent to email no-man’s-land: the dreaded spam folder.
And not having your emails make it to their intended recipients isn’t a risk you should
take.
Susan Gunelius from Entrepreneur makes the following suggestion for what to say
instead: “Replace ‘free’ with ‘complimentary’ or ‘gratis’ to sneak by spam filters without
compromising the effectiveness of your message.”
34. Additionally, while offering something for free frequently attracts more people, a
number of those customers are going to be “bargain hunters” who are unlikely to turn
into the type of long-term buyer you need to grow your business.
Robert Dooley from Neuromarketing explains that “if you are trying to encourage
sampling of a product that appeals to a specific audience…a very modest charge will
throttle demand but will eliminate most samplers who have no use for the product.”
35. He cites the following example:
Robert Dooley: “I don’t own a cat. I don’t even care much for cats. But
if the supermarket had a big display of ‘Free Cat Food Samples’ there’s
a good chance that I’d pick one up, thinking that I’d give it to a friend.
Or maybe hang onto it for when one of the inevitable stray cats show
up.
Hey, it’s FREE – I’ll grab it now and figure out what to do with it later.”
36. If, however, the supermarket charged a meager $.10 for the cat food sample, most of
the incongruous sampling from “bargain hunters” would be eliminated. Some legitimate
cat owners may also be swayed from trying the sample, but the overall effectiveness of
the program to attract more long-term buyers for the company’s flagship products
would likely improve.
Therefore, you should “use free only when it makes sense, and only in the right context.”
37. More Power Words To Increase Conversions
You, because, instantly, new, and free aren’t the only words that possess the ability to
persuade. In 1963, advertising icon David Ogilvy compiled the following list of power
words, most of which are still widely agreed upon today.
Image Source
38. Similarly, Kevan Lee from BufferApp has compiled several lists of power words best used
in specific arenas of copywriting, including the following:
Email Signups and Trial Offers: 3 Words that
Encourage Community
• Become a member
• Join
• Come along
39. Calls-To-Action: 5 Words That Suggest Exclusivity
• Members Only
• Login required
• Class full
• Become an insider
• Only available to subscribers
40. Payment or Sign-Up Forms: 10 Words That
Denote Safety
• Backed
• Best-selling
• Cancel anytime
• Guaranteed
• Money-back
• No questions asked
• Official
• Refund
• Secure
• No strings attached
41. Promo Copy: 5 Words That Imply Scarcity
• Sale ends soon
• Today only
• Only X amount available
• Get them while they last
• Supplies running out
42. Social Media Updates: 9 Words That Promote
Sharing
• Secret
• Tell us
• Promote
• Create
• Discover
• Inspires
• Take
• Help
• Increase
43. Conclusion
Words are the most powerful tool in a copywriter’s arsenal. The right words can evoke
particular emotions or trigger specific responses in people. Therefore, whether it’s the
language used in an email, sales letter, or CTA, or the text displayed on a button or sign-
up form, words play an important role when it comes to conversion rates and they
absolutely should be A/B tested.
44. In addition to the power words detailed above, pay attention to the words and phrases
you’re drawn to as you’re browsing online. Which headlines stand out? Which words
pique your attention and get you to click or read more?
Build your own list of power words in a note-taking app such as Evernote so you’ve got
a word toolbox that’s ready to go whenever you need to pack some punch into your
copy.