Psychology and Advertising – Video

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 :)

Get in Consumers’ Heads for Better Conversions – Minding Psychology in Commerce

I’m most honored to be communicating with you here today, TripleSEO-ers.  That’s what brands (and marketers on behalf of those clients) do, make connections with consumers.

Let me remind you of the reality of marketing; as in life, it’s like an onion.  We may keep peeling at the layers, finding there’s ‘more to it’ than previously thought.’

While consumers make ostensible, fully-conscious decisions, clever research and marketing implementation lie beneath the surface.

Sit down.

Lift your right foot off the floor, making clockwise circles.

Keep doing it while drawing the number “6” in the air with your right-hand.

(Most of) you will notice your foot changed direction.

Abracadabra, my friends.

Welcome to the world of psychology,

of the inner mind,

of the “why” of things, a place marketers and brands take great interest in as well as a much younger content_muse.

Now that we have our links, let’s peel away another layer of the onion, thinking about principles of psychology in planning better conversions.

 

Arousing Checkouts

I recently skedaddled to Atlantic City.  Glimmer, glam, and lights abounded.

source: adweek

Casino ads are so arousing, so stimulating, featuring scantily clad women alongside beautiful, happy couples, reveling in their winnings and good times.

These ads are oft arranged along the Atlantic City Expressway, tinseled around the shore towns, and present inside ornate, casino interiors.

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The Human Side of Black Hat SEO

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. 

 

day-lewis-black-hat

“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.

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Developing a Content Strategy for your Niche Site

strategy-content

 

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

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Niche Site Content Strategy Today

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“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.”

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Build Links and Get More Traffic like Derek Halpern

derek-halpern

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?

I just followed Derek’s formula:

[New, Cool, and/or Hopefully Remarkable Thing] [Desirable Outcome][Curious Reader / Viewer]

 

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.

  1. Avoid long emails – people are too busy
  2. 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 Drafting Technique

This is the method that Derek Halpern recommends to get press in major newspapers and big blogs.

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:

  1. Economic incentives – financial gains
  2. Social incentives – looking good in the eyes of others
  3. 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.

There are some great email templates in this post if you want to learn more.

TL;DR  the secret to getting people to do something for you is providing an incentive for them to do it.

 

How do you think you could implement these tips in your content promotion strategy? Leave a comment. And, if you are already using your own versions of these techniques then please share them too.

 

PS don’t forget if you’re new here, then sign up to my RSS feed to discover more ways to build links and improve your online presence.