10 Tips for Writing Better Web Content

[Paul Elliott]

Good find, Kristine. Good points, Steve.

Notice that several of the tips actually address the psychology of visual perception without mentioning it, though he does make reference to the subliminal effects.

Good stuff.

Paul

[vangogh]

Interesting you mention psychology. I think it's one subject business owners should read up on, though my guess is most don't. So much of our decision to buy comes down to basic human psychology. The more you understand people the better you can create products and marketing materials they want.

[Paul Elliott]

Interesting you mention psychology. I think it's one subject business owners should read up on, though my guess is most don't.

Since the subliminal/subconscious part is at least 90-95%, why would anyone fail to play to that huge zone, yet it's presence and power are grossly ignored by the vast majority of businesses and marketers.

So much of our decision to buy comes down to basic human psychology.

Yep, that's where it all is. The other 5-10% is the conscious part.

The more you understand people the better you can create products and marketing materials they want.

Bingo! YOU get it, Steve! <bells, whistles, kazoos>

Paul

[vangogh]

Psychology has always interested me, but I find it's connection to business particularly fascinating. Simple things like ending a price in a 5 or a 9 and how that can lead to more sales. All good stuff.

[Paul Elliott]

Psychology has always interested me, but I find it's connection to business particularly fascinating. Simple things like ending a price in a 5 or a 9 and how that can lead to more sales. All good stuff.

Actually, ending a price with a 7 or a string of 7s, e.g., $97.77, produces the most sales. I don't know of any proof why though theories abound.

An element of the psychology of copywriting is seen in Joe Vitale's Hypnotic Writing. No, he's really not talking hypnosis as one customarily thinks of it but of the "imagining" and "feeling" writing.

Just imagine...
Think of what it would feel like, if...
Imagine what you would think if...

Paul

[vangogh]

I've heard the 7 thing is because most people associate the number with good luck. I do see a lot of prices that include a 7 in them somewhere now.

The imagine and feeling writing is something I saw awhile ago. As it happens I naturally use the phrases in my writing so I didn't have to adjust. I am more conscious of when and where I use them since learning how they affect people. Part of persuasion is getting your prospect to picture themselves buying or using what you have to sell. If you can get them to visualize it you're that much closer to closing the sale.

[Marcomguy]

Is there any research on how people feel about prices that end in unusual numbers like $48.37, or $202.63? Do people believe subconsciously that such prices are more "honest"?

Wholesale clubs seem to price stuff in these kinds of figures.

[vangogh]

I started a thread awhile back on the psychology of pricing. I linked to a source in the original post in that thread and we discussion around it.

[Paul Elliott]

Is there any research on how people feel about prices that end in unusual numbers like $48.37, or $202.63? Do people believe subconsciously that such prices are more "honest"?

Wholesale clubs seem to price stuff in these kinds of figures.

Strange looking numbers give a greater impression of precision and credibility. That applies in, "You can make $2,548.83 a week," and "He has 1,594 subscribers."

I don't know of any specific research, but I'm sure it exists. I'll nose around and see what I can find.

Paul

[vangogh]

Paul I've seen that too. I think it's the idea that 200,000 sounds like you made it up where 198,658 sounds like you must have done some research to have the exact number. It comes across as more believable.

I'll have to look for research too.