How To Use Positive Framing to Persuade and Sell

By |July 23rd, 2015|

Both apes and humans prefer positive framing. Learn how to use that innate bias to sell more effectively.

Cookie Framing

By |February 9th, 2010|

Years ago, when The Tonight Show ruled late-night TV and when all the guests weren’t celebrities promoting their latest book, movie, or TV show, host Johnny Carson interviewed the Girl Scout who sold the most cookies that year. This young lady, Markita Andrews, set a cookie-sales record that has yet to be broken. What was her technique? In addition to hard work, she used a framing strategy to make her customers view the purchase as a trivial expense: […]

Why Negative Ads Work: Framing, Emotions, and Irrational Decisions

By |August 7th, 2006|

It’s no great surprise to marketers, or even most semi-aware humans, that people often make decisions based more on emotion than on rational processing of information. Oddly, for decades economists ignored this apparent truth, assuming that business managers strove […]

Social Proof: Are You Doing It Wrong?

By |January 12th, 2016|

New research shows that all social proof isn't equal - one kind is more persuasive.

67 Ways to Increase Conversion with Cognitive Biases

By |March 11th, 2015|

All humans have built-in biases. This A to Z list of 67 different cognitive biases explains what they are and how to use them to improve conversion rates.

4 Facts About Decision Making That Will Improve Conversion Rate Optimization

By |September 19th, 2014|

Everything in conversion optimization comes down to the customer making a decision... Yes or no. That’s the clutch point in conversion optimization. Leading up to this decision is the process of decision making.

How to Turn a NO into a YES!

By |September 26th, 2012|

Can an initial rejection actually help you get the “yes” you really want? Surprisingly, if you create the right first and second requests, it can. Persuasion expert Robert Cialdini conducted a classic experiment that demonstrates the technique by soliciting volunteers to work with troubled kids. […]

How to Write Taglines That Double Sales

By |December 28th, 2011|

Two Customer Types

Taglines for products and brands are everywhere, but often they don’t get the attention they deserve. A variety of research shows that one phrase slogans can have a profound effect on how customers see the product. One key factor in crafting that phrase is matching its content to the customer’s mindset, and in particular to two important consumer motivations: prevention and promotion. […]

How “Loss” Can Be a Winning Strategy

By |September 15th, 2011|

If I gave you $50 with the following two choices, what would you do?

Keep $30.
Gamble, with a 50/50 chance of keeping or losing the whole $50.

An experimenter posed that question to subjects, and found that 43% of the subjects chose to gamble. Then the options were changed to: […]

Neuromarketing Debut in Slovenia

By |March 30th, 2009|

Well, the Slovenian Advertising Festival has drawn to a close, and I’ve finally got a few minutes to comment on the experience and share some of the things I learned in my few days in Portoroz. First, my Neuromarketing keynote, or “lecture” as seems to be the local translation, went just fine. I was a bit concerned about the language issue – 95% of the conference was in Slovenian, with only a few English segments. It seemed that language wasn’t as big a barrier as I feared. My segment was well attended, almost all hands went up when I asked who spoke English, and when I said something funny the audience laughed. (That doesn’t always happen even with native English-speaking audiences!) Still, I wondered if for this presentatation I should have broken one of the PowerPoint maxims and actually added MORE text to my slides. I speak a bit of Spanish, and I can often comprehend Spanish text better than rapidly spoken words. […]