By Gini Dietrich
“When you say it, it’s marketing. When they say it, it’s social proof.” – Andy Crestodina
We are big fans of Andy Crestodina, the co-founder of Chicago-based Orbit Media Studios, and are excited he’s joining us this Thursday to present Neuromarketing: The Brain Science of Web Marketing.
Neuromarketing is a big, fancy word that means the science of studying the brain’s effect on marketing messages. Where Andy focuses his energies is how that affects web marketing and what you can do to your own sites to enhance a visitor’s conversion.
During the free webinar this Thursday, May 1, at noon ET (that’s 11:00 CT, 10:00 MT, and 9:00 PT, for those of you who can’t do time zones), Andy will talk about the five things you should consider when creating content for the web.
They include: Social proof, priming, scarcity, words tips, and visual tips.
Five Types of Neuromarketing
- Social Proof. We all know social proof, as it relates to testimonials or stories from customers on how they use our products or services. The neuromarketing behind this is how to use it to influence a visitor’s decision. Andy provides 10 different types of social proof, how to use each of them, what colors and text to use, and how it can backfire. He also has lots of great statistics to back-up his claims.
- Priming. In priming, the neuormarketing is the number you start with and where your mind gravitates so everything around it is relative. So, for instance, if you have a membership site and there are three levels – $200, $175, and $150 per month – the cheapest level doesn’t seem so expensive, compared to the highest level. But, if you have a membership site with three levels – $22, $12, and $5 per month – suddenly $22 per month is very expensive where $150 per month in the previous example is not. In this section, Andy helps you determine what’s the most important thing on the page and how to prime everything else around it.
- Scarcity. In scarcity, Andy uses a great example of how normal people will trample one another for a great sale on Black Friday (there is even a site that tracks how many people die that day every year). The neuromarketing behind this is people are afraid of losing a deal or have #FOMO (fear of missing out). He shows how the pain of loss is actually greater than pleasure of gain.
- Writing Tips. The neuromarketing behind your writing is that readers have higher attention at the beginning and at the end. So Andy focuses a few minutes in this section talking about how to format your text to capitalize on this.He also talks about how to:
* Position in sequence;
* Use short and simple word choice;
* Use emotional headlines (particularly those filled with awe or anger); and
* Format for scanners. - Visual Tips. We talk a lot on Spin Sucks about how 64 percent of human beings are visual learners. That means pictures equal persuasion and the neuromarketing shows color and faces of people and where they’re looking brings attention to your calls-to-action.
The final thing he shows is how different fonts can affect the way you perceive something and are more likely to believe something if it’s written in a certain font.
There also is a slide at the end that gives you resources to learn more, including 81 neuromarketing books.
Andy is a great teacher and it’s a very easy and informative webinar to watch.
How to Attend the Webinar
You can attend this 30 minute webinar (with Q&A that lasts up to 30 minutes) with Andy on Thursday, May 1, at noon ET.
It is free and it’s a two-step process.
First, go to Spin Sucks Pro and click the blue “purchase” button at the bottom of the page.
Click “checkout.”
Either create a new account or login to your account.
Click “download purchase” and click the link on the confirmation page (you’ll also receive an email with this information).
Register for the webinar on that page and you’ll be good to go!
If you can’t attend live, but would like to have Andy teach you how to use neuromarketing in web content creation, please register for the webinar. That way we’ll know to send you the video on Friday morning.
If you are going to attend live, we’ll see you on Thursday!