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Think Closely About the Choices You Present

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One wrong word (or phrase) can injure conversions. Dyson is an amazing company. They KNOW how to market their engineering story. They also have beautiful products and a beautiful website. But no one is perfect. Before I go on, let me ask a question: do you prefer reading text or watching a video? “I prefer watching a video”: “I prefer …

What Makes a Good Story?

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Of the 7 conversion triggers Story is probably the most powerful. But, what is Story? Story is the emotion we evoke in the mind of the audience. The difference between an average and good story is 512x. Let me illustrate with a story. A sales guy has been working at a mattress store for 5 years. Like most brick and …

Can Price Sensitivity Be Influenced? Yes

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Written form of the video above: As marketers, we tend to want to put the consumer into price buckets. I’ve had conversations where the marketer would say: our target audience are retired people, or our target audience are people who make over $130k. This implies an affluent shopper who is price insensitive is price insensitive for ALL purchases. And someone …

Take a Stand

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Often, what you stand for is even more important than the product you sell. Flowers for Dreams is a flower shop in Chicago that has an opinion. So, when you get to their site you have to answer a simple question. A question that doesn’t have anything to do with buying flowers:

Fear …

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Narrative Control is an attempt to make something positive that is or will be perceived as negative. Fear is something often considered as negative, and since everyone is affected by fear, this poses a great opportunity for Narrative Control. Take for example this ad from ProShares: It’s no doubt that brick-and-mortar stores are being affected from online retailers such as …

Stories Matter

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If you have the ability to tell an amazing story you can mark-up some things 1,200%, even candy floss. And story isn’t just words, it’s also the packaging. Check out Bag of Unicorn Farts: Sells on Amazon for $10.95: And people who buy it aren’t enraged that they could by the same quantity of cotton candy for 20 cents. No, …

Shopper Discounts Explained

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Retailers give discounts to shoppers to nudge them to buy. On the face of it, one would assume discounts are the best way to improve conversation rates. But, it’s being done so much shoppers have become desensitized by discounts. When buyers see that an item has been discounted $50 they disregard the discount amount and just look at the final …

Word Count Doesn’t Matter, Words Do

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Marketers know 2 things: 1: The biggest obstacle with buying online is overcoming the trust hurdle. 2: Shoppers have very low attention spans. If it’s more than a few words no one will read it. 1: is true and 2: is false. Word count doesn’t matter, words do. This trust building page is really long but it’s also very readable …