Here's a compilation of five excerpts and links to recent posts at Brainy Marketing, my Forbes.com blog. Persuading with pictures, manipulating voter minds, surprising effects from thinking in a foreign language, and more.
As perfect proof of its point, a link to an article titled A Catchy Headline The Biggest Draw For News Article Readers induced me to click and read it. The article noted that a new study by Harris Interactive showed that catchy headlines topped interesting visuals as a reason to read an article. This is from the Harris release: […]
Book Review: The Back of The Napkin by Dan Roam
The Back of The Napkin: Solving Problems and Selling Ideas by Dan Roam is a meaty book for managers and marketers that explains how to turn problems and concepts into simple pictures to analyze and persuade. Roam’s premise is that people think visually, and by converting things like abstract concepts and masses of data into pictures, others will not only grasp that data more quickly but, in a problem-solving setting, find better ways to act on it. […]
Marketers are constantly facing the challenge of how to make an offer more attractive to their customers. Will free shipping garner more orders than a $10 coupon? What about a 10% discount, or a free tote bag? Smart marketers know there is only one way to definitively answer this kind of question: test the options in the marketplace. (Soon, perhaps, neuromarketing technology like fMRI brain scans may reduce the need for field testing…)
One South African bank trying to boost their loan business did just that. They mailed 50,000 customers a loan offer, and used several variations in the direct mail package. First, the offers included a range of randomly selected interest rates – presumably, the interest rate (along with repayment terms) is by far the most important criteria for whether a loan offer is appealing. More significantly for our interests, the bank also included several “psychological features” – details of the mailed offer that had nothing to do with the loan itself but were intended to “frame” the offer in some way or otherwise alter customer behavior. The researchers seem to have been surprised not only that these irrelevant offer changes boosted the response of their offers, but actually offset the impact of higher interest rates on loan signups. […]