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Brain Science & Web Marketing - Lessons from AMA Speaker Andy Crestodina

3 minutes
Josh Kasombo

As a digital marketing agency we’re always on the lookout for the best tips and tricks for supercharging our clients’ success. That’s why we continue to love what AMA Milwaukee has done for local marketers by bringing key influencers in the industry to share their knowledge and insights with us. That was certainly the case when we had the pleasure of sitting in on Andy Crestodina’s seminar, “Brain Science and Web Marketing”.

 

The seminar promised to reveal the secrets of marketing masters, citing specific examples of the relationship between the brain, behavior, and marketing on the web. Crestodina didn’t disappoint on that promise, highlighting case studies and specific neuromarketing tactics that any website can use to better connect with their customers with social proof, psychological anchoring, and tapping into cognitive biases in your writing.

 

Here’s just a touch of what we learned!

 

1. Social Proof

Using social proof is a bias that has been used for as long as you can imagine. In short, everyone has an unconscious desire to act or do what everyone else does. You might know it as the “conformity bias”. What this does is provide legitimacy for your product or service. An example would be having a running count of everyone that has picked you over the competition (think McDonalds’ over however many billion served signs). The point is to make it seem like it would be strange not to choose you.

 

2. Priming

When you hear the word prime you often think of ideas like first or the best one. Priming follows that same idea in that marketers can strategically present you with a certain piece of information first in an effort to make you feel differently about what ever follows it. This is seen all the time in pricing. If you list the most expensive option first and then provide less costly ones afterwards, you are primed to think that first number isn’t the best deal.

 

3. Loss Aversion

This is one that you may not even realize happens to you! With loss aversion the idea is that we tend to react more to losing something than we do to gaining something. The feeling of pleasure that you get from that brand new gadget isn’t on the same level of the pain you feel from your favorite watch dying. We’re programmed to avoid the feeling of losing something or missing out. That’s why you’ll often see services or products marketed with messaging that highlights what you’ll miss out on by not using it. 

 

4. Reciprocity

As the old saying goes, “Do unto others as you would have them do unto you.” That’s the basis of this strategy. Reciprocity is more so an investment, meaning that the more things you do for someone else, the better chance they will then feel inclined to return the gesture. This is more impactful when we think of social media and networking. Going out of your way to like, share, comment, and recommend will put you in a good position to receive similar treatment in the future. 

 

5. Writing Tips

When it comes to writing the most important thing is to be simple. Make things easy to skim and digest (an 8th grade level of readability is the best). This means making sure your content is split up with headers and sub-headers, bullets or italics, and short paragraphs. 

 

6. Visual Tips

Visual style and preference can be largely subjective, but here are a few things that will help no matter the project!

For buttons:

Make sure it’s code, not a graphic!

Make it big enough to touch (57 pixels)

Use color that contrasts with other site elements

Things to definitely put on your website:

Pictures of you and your team!

Things to avoid:

A testimonial page

“We are #1” or “We are the best!” banners or decals

 

Check out Andy Crestondia and his book Content Chemistry: The Illustrated Handbook for Content Marketing here!

 

Want to learn more about our expertise in web marketing? Let's talk today