As a bit of a psychology fiend I just wanted to share this video I found a few days ago on Youtube which explains the different ways in which advertisers use persuasive psychological techniques in their advertising campaigns.
The video covers peripheral messaging and it got me thinking about it’s correlation with online marketing.
The concept of peripheral advertising is essentially what the term implies; the marketing is conducted as a secondary effort to the main project, promoting the product or service tangentially.
The other element of the video I thought would be useful was the way in which people are influenced by colours and the associations we have with them. Something to consider the next time you are designing a landing page or infographic.
Anyway it’s only a few minutes long and you never know you might learn something new
Editors Note: I thought I would take the day off today and invite a guest author on the blog for you all! Please be nice to Dustin it’s his first time here, he approached me with an epic idea for a post and with recent events in our little “SEO bubble” I couldn’t wait to hit the Publish button on this one…
Author’s Note: Chris helped me out a ton in gathering interviews and giving me ideas. He’s the best. I’m sad I couldn’t use everything that everyone typed, because most of it was brilliant. I’d also like to thank Bill, Ian, Paddy, Paul, Rand, Eric and the folks on Reddit who answered my silly questions. You’re all great.
“Forgive me Matt Cutts, for I have sinned…”
I don’t use some of the same SEO practices I used 8 months ago. I’ve moved on from some ineffective and borderline spammy practices, but I’m still the same person I always was. Some industry dinosaurs label practices I still use as “spammy” or “black hat” even when I wholeheartedly disagree. These prehistoric lizards have seen the SEO world evolve from its Jurassic period to its Cretaceous period and they’re quick to point fingers. And we’re all quick to point fingers at one another—but we’re all people.
Regardless of our experience, our insider knowledge, the size of our cubicles and our psychic search algorithm predictions, we’re all just people. That means those black hat practices we speak of only in hushed whispers are the product of people. People just like us.
People who use black hat tactics aren’t cloaked warlocks reciting ancient incantations in dark towers—they’re our friends, our siblings and our lovers. They’re us. People use black hat practices because they can get away with it, because they disagree with Google’s policies, because the money is good or because white hat strategies just don’t work for them. I think it’s time to examine the human side of black hat SEO.
What is Black Hat SEO?
We usually define black hat SEO as “the tactics other people use” or “the tactics I would never use,” but it goes beyond that.
Once you have determined the main theme for your niche site you need to set out a content strategy for it. I am currently working on the design and content strategy for two of my new niche sites and as I want to make sure that these sites are both successful and profitable I am investing a lot of time right now in these early stages.
In the pre-Panda days it was very common place that after a bit of keyword research to determine the long tail and related search terms for your niche site thin, spun or cheaply outsourced articles would be generated to make it possible to rank your site for these search terms. Today I think it’s very important that people who are developing niche sites as a source of income develop a content strategy that puts the user first and not the search engines.
Niche Site Content Strategy 2009
Niche Site Content Strategy Today
“Content strategy is an emerging field of practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management, and governance.”
How’d you like to learn great ways to promote your content that get you high quality links and even more traffic?
You’ve heard of Derek Halpern, right?
Derek is the guy behind the popular marketing blog Social Triggers; he is known for writing up psychological research and business case studies to help bloggers and businesses make more money online.
I’ve been reading his blog on and off for about the past 18 months and I’ve found a wealth of great tips and ideas on his site that have given me more insight into the way people think and therefore the best ways I can persuade them to link to my projects.
In this post I’ve curated a list of some of my favourite posts that I think will be of interest to you whether you’re either creating content or contacting people to promote your content; which will hopefully give you an extra little edge over others.
Create an Information Gap
If you want to write an email or a piece of content that draws people in straight away then you need to make the most of curiosity.
The first line of this blog post is just another way for me to generate an information gap to draw you in and read more!
How’d you like to learn great ways to promote your content that get you more links and more traffic?
Quite simply, curiosity, as defined by Loewenstein, is an innate human behavior that’s triggered when people feel there is a gap between what they know and what they want to know. (source).
TL:DR when you create a gap between what people know, and what people want to know, they feel compelled to fill that gap.
How to email Influencers
You don’t need me to tell you that the key to a great content promotion campaign is getting your content in front of influential people in your niche. Preferably these people will have the ability to spread the content for you online.
Avoid long emails – people are too busy
Create an Information Gap
If you visit this blog post there is some free template emails you can download which Derek personally uses when he is emailing people to share his content or if he wants them to feature on his podcast.
The name of the technique comes from the cycling term “drafting”, whereby the lead cyclist breaks the wind resistance and the riders following behind can travel at the same speed as the lead rider whilst expending less effort. Some people refer to it as slipstreaming.
There are three simple steps for using “The Drafting Technique.”
Step 1: What will you promote
Step 2: Who is interested in it
Step 3: Persuade them to feature you
TL;DR make the most of trends in your industry to help journalists and bloggers create unique content that features you or your client.
Thinking or Feeling?
In the video below Derek discusses which is more persuasive, I THINK or I FEEL?
You probably don’t THINK this is a big deal but once you watch the video below I THINK you will FEEL differently about the way in which you use these two words in your emails, blog posts or conversations with the people you work with.
The Power of Persuasion
A few days ago I finally got around to publishing my post on psychology and link building. While I was researching and writing that post Derek published a great article on the power of persuasion.
In the post he highlights a theory proposed by Steven D. Levitt and Stephen J. Dubner in Freakonomics.
In it, they say there are just three types of incentive:
Economic incentives – financial gains
Social incentives – looking good in the eyes of others
Moral incentives – doing the greater good
Apparently, when you want to contact someone that you don’t know, with hopes of persuading them to link to you then you should appeal to one (or all) of the three incentives.