Archive for Attracting Clients – Page 13

Neuroscientists Discover “WIIFM” Center in Brain…

Through the magic of functional Magnetic Resonance Imaging (fMRI), neuroscientists are able to look inside the brains of consumers while reading marketing messages.

Copywriters and content marketers have been telling us for years how important it is to address the “what’s in it for me” filter in consumers’ minds.

Really Big News: They’ve found this WIIFM center located in the old brain!

Thanks to advanced scientific formulas and algorithms, we can now market directly to the subconscious mind and get anybody to do what we want without even knowing it!

I’m just kidding you… If that were actually true, it’d be really scary. It’s not that easy, neither is neuroscience easily applied to content marketing. Every time I read about a new neuromarketing study, it seems they’re only confirming what copywriters and marketers knew all along.

But here’s some new information, which could improve your marketing messages. Although we can’t directly cause people to do something, we can use knowledge of the brain to improve our chances of influencing their buying decisions. We can write better content because we understand how consumers make decisions.

We know more about the subconscious functions than ever before. We know what kinds of messages reach the emotional brain and the old brain, even though consumers aren’t aware of their influence. More importantly, we now understand that much of our decision making goes on in the old brain, out of conscious awareness.

Neuromarketing and science can help improve your content writing so that it has more of an impact on people in your target audience.

I just love this site: SalesBrain, a neuromarketing company. Founded by Christophe Morin and Patrick Renvoise, authors of Neuromarketing: Understanding the Buy Button Inside Your Customers’ Brains. The company does sales training using neuroscience as it applies to what influences buying decisions.

I recommend you visit the site, as it is clear and easy to navigate to find great information about buying decisions. I found the page on 6 ways to stimulate the old brain especially illuminating.

Here’s an excerpt: Read More→

Emotional Attention + Memory = Content Marketing

How do you write good blog posts that connect emotionally with readers and turn them into loyal fans? Oh, heck, that’s easy. All you have to do is:

  1. Grab their attention
  2. Get them emotionally engaged
  3. Make a memorable impact

There you go, right? Easy-peasy. This is what you need to do whenever you write any content designed to market your products and services. Attention, emotions, memory.

Neuroscientists are now showing that the two most important elements of persuasion are emotional engagement and memory. Of course you can’t get either of these unless your marketing messages gain readers’ attention first.

Why this is so important? We’ll go into how to do it another day, since this involves quite  number of suggestions and tips.

These three goals for your content marketing are required if you want to write stuff that is effective to attract prospects, and get them interested and primed for making a purchase or other desired action.

This information comes from research on neuromarketing and what makes people buy. If you’re interested in learning more about the brain from a marketer’s viewpoint, I recommend The Buying Brain and Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brains.

Neuroscientists are monitoring brain activity in consumers as they are exposed to marketing messages. You probably don’t have access to the brain imaging that is being generated by these studies, and quite frankly, you don’t need it. All brains are alike. Read More→

Content Marketing Biases: Your Attitude Is Showing

How biased are you about peoples’ faces, ages, skin tone, body size, ethic origins? Scientists know that our attitudes and prejudices are subconscious.

We may think we’re fair and all-inclusive, but our brains operate surreptitiously, sending us intuitive messages that influence our speech, our decisions and our behavior… and if you’re a content marketer, it will permeate the content you write!

Don’t believe me? Or, maybe you believe me and are saying “So what?” You need to know how your customers and clients see your biases showing up. Your biases are reflected in everything you do, including your content marketing.

If you’re creating content that markets a product or service, how can you become aware of your prejudices, since they lie hidden in our subconscious brains?

Take the Implicit Associations Test, the IAT, offered online for free by Harvard through a site called Project Implicit.

Here are a few things they’ve discovered after hundreds of thousands of web visitors did their tests:

Findings observed in seven years of operation of the Project Implicit web site

  • Implicit biases are pervasive. They appear as statistically “large” effects that are often shown by majorities of samples of Americans. Over 80% of web respondents show negativity toward the elderly compared to the young; 75-80% of self-identified Whites and Asians show a preference for racial White relative to Black. Read More→

Content Marketing to a Caveman’s Brain

How do you gain the attention of readers? How do you get them to stay and read your blog post, your web pages, your newsletter?

Your brain is 100,000 years old. You may not wake up in the Savannah of East Africa, grab your spear and walk miles to hunt prey for food. But on your commute to work in traffic, the same stress hormones (cortisol) are surging through your body as you fight traffic to get to your office.

Once there, your senses scan the environment for prey, competitors and allies, and the same goal-seeking behaviors are at play. The male of the species, in particular, is driven to acquire and achieve to protect his family and status.

For women, it’s slightly different, but not entirely. Women tend to the feeding of their offspring and mate, attend to the shelter, and are acutely aware of emotional needs of her family members. She may also fight traffic and go to an office full of stress, competitors and allies. As a female, she multitasks many responsibilities and skillfully uses language and relationships to get things done.

Our brains haven’t changed in 100,000 years. Our world, however, has. Most significant in the last 20 years is our ability to communicate and stay informed on a global level. Marketing is changing along with this world that offers multiple media channels to spread more messages to more people. Content marketing is growing rapidly as a way to connect with consumers who have become adverse to interruptive advertising.

Here’s what I’m reading in an excellent book, The Buying Brain by A.K. Pradeep:

The questions remains, how do we engage with the primal brain – embedded deep within us – in this modern world? How do we soothe and seduce it?

How do we send it messages that are important enough to be noticed and remembered?

How do we stand out from the amazing barrage of sensory stimuli to be the one product or brand that makes sense and is embraced by the brain?

How do we make life easier and more fun for this miracle of nature that’s perpetually on guard?

More importantly, how do we start treating our customers as the smart, evolved people they are?

With respect and dignity, compassion and caring, delivered in a way that invites and engages, but doesn’t over-stimulate or alarm? Read More→

10 Ways to Make Content More Engaging

The Content Marketing Institute has hit another home-run with their question to content experts, “How do you make content more engaging?” Ten experts responded, including moi, and their answers are illuminating, especially for anyone charged with creating quality content for blogs, social media, and writing for the Web.

In my opinion and experience, marketing that engages is emotional.

The human brain is emotional at its very core.

While women process messages with more emotions than men, both must be engaged emotionally for a message to be remembered and acted upon.

Marketers must uncover the key emotional triggers their product inspires and pinpoint them in their messages.

Here is a summary of what other content marketers think about this important question:

Just as there is no single definition of engagement, there is no single way to engage with your audience:

  • Focus on what is important to your ideal reader, which is often different than what is important to your business.
    • Actively listen to your audience and respond to their needs.
    • Create buyer personas to capture key information about your readers.
    • Try to connect with your readers emotionally. Read More→

Neuromarketing: This is your brain on advertising…

Neuromarketing is a concept based on fact plus a lot of assumptions — and it can easily evoke a little fear as well.

It is true that the human brain responds to images and words, which is why advertising works. It hasn’t been that long since brain science has revealed what many of us suspected: most of our decisions aren’t made in our thinking brains.

We make decisions unconsciously, using split-second intuitive processing in our emotional brains. What does this mean to marketers?

That advertising and content that appeals to our primitive emotions (sex, food, danger,pleasure) will get our attention better than long text of facts, figures, and logic.

This isn’t exactly a news flash, ask any copywriter. And yet, we don’t approach content creation that way. At least most of us don’t, because we learned in schools from teachers who didn’t understand this yet. And as educated people, we value logic and reason, facts and figures.

The assumption is that marketers, by using high-tech neurological equipment such as fMRI (functional magnetic resonance imaging) machines that trace brain activity, could create more successful ads. The fear is that use of that knowledge could do more than stoke interest in a product — it could more or less compel interest.

In an interview with the Gallup Journal, Dr. John Fleming, responded to the question if neuromarketing is something to be feared: Read More→

Engaging Content: Start with Why

How do you write engaging content? How do you unlock the minds of your readers?

  • What makes your blog writing effective?
  • How do you create quality content that pulls in interested readers?
  • How can you reach, attract, and make an impact?

For that matter, how can anything you write or say actually work to market your business and bring in potential customers? Let’s face it, you’ve probably been saying some of the same things for a while now, and … so have your competitors!

How can you be engaging to your clients if your competitors are all talking about the same thing?

I wrote about this important $64,000 question last week, and I’m immersed in research about what makes content engaging right now. One of the books I’m reading is Simon Sinek’s Start with Why. He says we should start our messages with the big WHY… why we’re in business, why do we do what we do. In other words, make it clear what your higher purpose is.

“Your higher purpose is where your talents and the needs of the world meet.” ~ Aristotle

Don’t you love it when a good quote for today’s busy world comes from a 2,400-year-old guy? Here’s the content marketing version from Joe Pulizzi, Content Marketing Institute and Junta42:

“Your higher purpose is where your expertise and the needs of your customers meet.” ~ Joe Pulizzi

Read More→

Content Marketers Answer the $64,000 Question…

What does it mean to write content that “engages” readers? What the heck is engaging content? According to a recent survey by the Content Marketing Institute, this is the #1 challenge for people charged with creating content that markets businesses.

These questions are asked and answered by a distinguished group of contributors to the Content Marketing Institute’s blog and you can read the post here: What Does Engaging Content Mean?

I contributed my take: your content must create an emotional impact in the brains of readers if you hope to influence them to take any sort of action.

Here’s a summary of the ideas, in case you’re in a hurry:

  • Make sure content is relevant to your audience and helps them with an issue they have right now.
  • Give your audience something that they can’t find anywhere else.
  • Be entertaining, educational or both.
  • Tell the audience a story.
  • Invite the viewer to engage with you further by adding a call to action. Read More→

Content Marketing with Blogs: What Do You Believe?

Here’s a key element for writing content that inspires clients to take action:

What does your business believe in? More importantly, as an important part of your business, what do you believe is most important for your clients? What’s your true purpose?

This is not a philosophical question, although it is grounded in profound human needs and values. This is a marketing question. You need to know why you care, and you need to communicate that to customers in your content marketing and blogs.

This question makes sense because people don’t buy from companies, they do business with people. They don’t care about your products so much as what they will do for them. Clients want to connect with values that count.

And, in a culture with an overabundance of choice, with many companies and products doing the same things, customers will always choose to do business with someone who cares about them, their world, the world, and values.

More good advice from VelocityPartners, UK. They’ve just released their B2B Marketing Manifesto, and while this is key to professionals charged with marketing in the business world, it is especially crucial to entrepreneurs, solo professionals, and small businesses… anyone writing content marketing materials.

Think about it: why should people care what you have to say in your blog unless they can identify with your values? …Unless you express to them what you really care about and why?

It doesn’t matter if you’re “green,” dedicated to a charity or not. For myself, I am passionate about saving professionals time, energy and money because I believe that content marketing with blogs should be easy and effective for everybody, not just big companies.

Here’s an excerpt from the B2B Manifesto, the second imperative for content marketing:

2. Expose your beliefs

People don’t buy what you do; they buy why you do it. Read More→

Content Marketing Blues: the Battle for Attention

Content marketing with blogs isn’t as easy as it used to be. But like you, I can complain all I want to. It doesn’t matter.

The good news is there are more people going online to read things they need to know, to solve the problems they have.

The bad news is there are more blogs, more competition for attention.

What do you need to do to win the battle for attention and survive the WIIFM flter?

Doug Kessler and the boys over at VelocityPartnersUK ask this question in the B2B Manifesto. (You can get your copy here.) And they answer it. For example, they suggest 5 imperatives for B2B marketers. I think this is essential advice for anyone using a blog for business, not just B2B marketers.

Here’s an excerpt and my interpretation of what this means for my own business:

1. Get a World View:

Before you can sell a product or service, you need to sell a world view.

But very few marketers spend any time at all clarifying their world view.

What is a world view and why is it so important? Read More→