Group items tagged

 @copyblogger Here are the five most persuasive words we can use. Indivdually, each of these words appeals to a certain kind of person. If we use the Eisenberg Modes of Persuasion as a guide, we can assign each to a different mode.

"You" - Humanists are relationship oriented. When your voice shifts from "We" and "our company" and you speak to them in the first person, it feels more human -- and more Humanistic.

"Free" - This word appeals to the Spontaneous reader. These visitors are just looking for an excuse to take action.

"Because" - Methodicals want to understand the details. They make decisions deliberately and logically. Credible proof is important.

"Instantly" - This also appeals to our Spontaneous reader, who wants immmediate gratification.

"New" - This appeals to the Competitive, who wants to know what will make them better. New technologies, new versions, new looks get their attention.

So, two of the words are very Spontaneous, and we tend to act spontaneously when we've decided to buy something. "Free" and "Instantly" are bottom of the funnel words.

Read the research in this excellent post.

 @crestodina I spoke at the Conversion Conference #convcon this week about flipping your message according to your Web visitor. This can be applied to subject lines, search ads, display ads and landing pages.

One of the most powerful "flips" is between the four kind of visitors outlined by Bryan and Jeffrey Eisenberg in their book Waiting for Your Cat to Bark?.

Here is a creative twist on the four kinds of visitors you'll encounter on your website: video game characters.

Is the page, post or email you're working on right now targeting Frogger or Mario or Galaga or PacMan?

It should.