|Thinkful Solutions Inc. Web Design Information|
How to use Emotional Content to Increase Visitor Response
Did you know that many folks make "buying decisions" when they are moved emotionally? Other traditional medias have made the most of these principles and taken advantage of them for many years, whether it be a TV commercial or an ad in a magazine. People are emotional beings and people make decisions (either good or bad) when they are emotional. If something causes a customer to become upset, they become angry and try and solve it. If they become upset enough...they'll make a decision to perhaps discontinue your service and hire another service. On a positive side, the TV media bombards us with commercials that try to make an advertisers product seem fun or cute. The "emotional content" tactic is in nearly every advertising and communication media from print to radio to TV and yes, even the web. Emotional content is used to sell everything from fast food to children's toys.
What every Toy Marketer knows:
Toy marketers have known for years that the focus in a toy commercial is not so much on their new product, as much as it is on the facial expressions of the child. They're showing the absolute joy and delight of playing with that toy. Often images in the mind of the child who is viewing the commercial might evoke a sense wonder, adventure and excitement. Sometimes, a toy marketer may aim much deeper psychologically by showing the child in their commercial, enjoying their toy with either Mom or Dad sitting on the floor playing with him or her. The child viewing the program may even desire that toy more simply because they think that "if they only they had this toy", their Mom or Dad might take more time to sit down and play with them too!
Emotional Content in Traditional Marketing:
In the example above, a TV commercial does not focus on the parent...they are selling to the child. However, selling a toy on the web, in an online toy store, is different in the aspect that you are actually selling to the parent (a child does not have a visa card to place an order). The benefits of a toy that appeal to the parent will be things like, it's safety features, the fact that it "educational". However, focus on appealing to the child might zoom to the top again in a children's entertainment site. If you want to sell a toy, you must make it desirable to have on the child's level. Most of us who have kids, know the impact and the drive that a child can have towards getting something from a parent. When a child "wants" something, that child will persistently find a way to go after that item until usually, the parent often gives in and buys it.
What about the silly characters brought to life in a fast food commercial and various the toy giveaway promotions? Certain fast food restaurant marketers know that children have the power to drag their parents to the local fast food place based on the fact that they can get this neat toy. All of this starts by a commercial in which that tiny little toy is made to appeal to the child's emotions. Is this not true also with certain breakfast food cereals and the "free prize" or "game" you get in every box? Of course as we grow from children to adults, we are not influenced by emotional media elements anymore....or are we. Let's look now at a few actual examples from my experiences on the web.
On The Web, Emotional Content Influences Peoples "Buying Decision." Actually, with the web being a multimedia experience, we have lots of opportunity to work with emotional content. After all, your visitors are just human beings too? We're really no different online than offline. We have an important emotional side of us that can be appealed to. Here's what I have learned from my client successes.
So what other ideas might you consider using to make emotional impact with your audience?
Is it possible to take old ideas and put a new spin on them?
What I mean by this is taking some older ideas and refresh them. There is nothing wrong with older concepts if they work, but sometimes all they need is re-thinking. One of the first things I ever experimented with was the idea of having a little fun with the old "printable coupon" idea. You know the old "discount coupon" which can be put on a Web page so the visitor can print it and bring it in to get a discount? At the time, I thought, what else could we do besides give folks a discount coupon to print off? It needs to be fun and have a little emotional appeal and still deliver value.
I created what I called the "SAY THE MAGIC WORD" campaign for a client.
Instead of printing coupons from my client's web site (a local Garage), I introduced the following promotion, which became somewhat popular with the client's customers.
When you visit the site, the visitor would scroll down the page and click on the image of a speaker. Suddenly you would hear a voice say "The Magic Word Is...." and it would give you a "word". Now this was not just any word, this was quite a magic word because when you take your car into the garage for a tune up, give your keys to the service manager and "say the Magic Word" you learned from the web site, they would cut your bill by 15%! Better yet, keep changing the magic word and you kept your audience coming back to the site.
People had fun with it...everyone told their friends about it, it delivered value. Honestly though, it was just a new spin on an old idea, but both the client and customer loved the concept.
I challenge you to put on your thinking cap.
You see as you introduce things like "humour" or other emotional content into use....you can also widen your scope of SEO promotion. Have you checked the top KEI values around subjects of comedy and humour? Hmmm...Well I guess that's an idea to be examined then isn't it?
Explore your clients business, explore what's going on in the world, but always remember the powerful impact that emotional content can deliver, if tastefully done.
About The Author
John Alexander is the Co-Director of Training of Search Engine Workshops with Robin Nobles. Together, they teach 2-day beginner, 3-day advanced, and 5-day all-inclusive "hands on" search engine marketing workshops in locations across the globe. John also teaches online search engine marketing courses through http://www.onlinewebtraining.com, and he's a member of Wordtracker's official question support team.
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Scott Walker proposes student debt relief to new college graduates. But will it help Wisconsin retain them? - Milwaukee Journal Sentinel
Website promotion Ideas: 10 Web Site Add-Ons To Increase Your Traffic
If you're not getting a lot of traffic to your website anymore, must implement these Website promotion ideas immediately.1.
How To Shop for a Web Design Firm?
While few companies can boast as we do that our first ten clients are still with us today, many companies often change Web design firms to get a new perspective on how their Web presence could look and perform. The following paragraphs serve as a Buyer's Guide to use when shopping for a new Web design company.
Cascading Style Sheets for Better Web Design
In cascading style sheets you can specify how your web pages will be presented on the screen by simply predefining page elements such as fonts, headers and links.You can add these predefined elements in the head-section of your pages, but more interesting is to use them in a single .
Online Businesses Still Ignoring Dial-up Market
In this article you will find the parallel between two Internet connections that makes serious actions trough financial market, leading this to great profits or huge losses.The first type of connection that it will be detailed is Dial-up connection.
14 Ways to Add Content to Your Web Site - Part 2
7. Create high quality content - make clear points with each paragraph you write.
Flash Design Adds Website Versatility
You have probably viewed many Flash-based components while surfing the Internet. Most smooth animations on websites and in banner ads, short films, and presentations are built in Flash.
Building a One-page Website
You've designed your logo, and you're ready to print your business cards and other marketing collateral materials. You want to include your website address (also called a URL) to build your credibility.
Fast Web Design For The Skint Webmaster
About two years ago, I had a go at commercial web site design. I put a medium-sized ad in a London classified ad paper.
Build Web Pages from the Top Left Corner Down
There are two important reasons to build your website from the top left hand corner down.The first one is that this is the way people (at least in the western world) read pages.
Technology vs. Usability
Usability Lessons from the Hospital
Usability isn't only for Web design. It's also applicable in the real world as things aren't always well-designed.
How Does Your Website Measure Up?
Does your website make a good first impression? Is the navigation intuitive? Is the content appropriate for your audience? You've had your website up and running for a while now but you've always had a nagging suspicion that your website is lacking effectiveness and you just can't put your finger on it. You've dabbled with colors, added/removed images re-written the text but it still feels as if everything just isn't working together.
Do You Really Need A Website?
Nope. You certainly don't need a website.
A Web Site That Sells Is All One Needs To Have A Successful Online Business!
There are more than billions of Web Sites, running Online Businesses, offering products and services. But only a few Web Sites manage to make any sale.
4 Things That Make A Web Site Great
First you need original content. Content is the heart beat of any exceptional Web site.
Custom Website Design - 7 Steps to a More Professional Website
If you are trying to sell a product or service on your website, then it is important to make your site as professional as possible. You might think designing that your own website to look like a professional did so is a rather difficult proposition, however there are many tools online that will help you achieve professional looking design.
Cool Web Design And Promotion Tips
This article gives free tips on how to find a cheap website designer and free tips on website promotion services.Cheap website design services.
Web Publishing Guide for the Beginning Entrepreneur (Part 1)
The best things don't come easy. - QuotedThe finished web pages in your hands could be likened to a painting by Michelangelo without the Sistine Chapel.
A Beginners Guide to Web Page Design
Designing your own successful web page can seem difficult and nearly impossible if you do not do a little research first. The reason you need to know the basics of web page design is because the design of your website will actually influence whether or not people continue to visit your site and ultimately, whether they will buy from you or not.
How to Chose Stock Photography for your Web Site
So you've decided to take the plunge. You know that stock photography is an effective tool for your web business, but where do you start and how do you choose the stock photo that's right for you.
|home | site map|