Mind Games that e-Marketers Play

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Through subliminal means such as Neuro-Linguistic Programming, you could ensure your website sells more and has repeat visitors too.

Mind Games in SEOSelling your products and services online is not as easy as it sounds. It is requires a great deal of marketing tools and strategies to penetrate a market that is susceptible to online frauds and hacks. Before you setup an online store like (sabziwala.co.in), you must have a team of marketing professional who will make a ‘brand name’ for your product/service for online sales. These people (like Taj Computers & Informatics) ensure that your website persuades people to buy what you sell or service.

Worldwide, about 45% of companies that trade over the Internet do not focus on adequate marketing strategies.

In India the majority of web development companies do not guide their clients on the ways of ‘online brand building’, which leaves them with a site that is on the internet but lacks bite like sabziwala.co.in.

Every organization and large corporates would like to have a perfect e-commerce oriented site, which will generate revenue for the company even on a commercial holiday. The only way to attract possible customers on the internet is through persuasion. It may not be out of place to mention a few words about persuasion before I dwell on the basic principles that are essential for marketing of a product or service. And I will be using some of these methods on you in this write-up.

Ever since humans developed speech, people have sought ways to persuade others to agree with their own line of thinking. The most successful people in history have had a great ability to persuade, and today, a successful sales effort is rooted as a gentle art. This art is not SEO but much broader term that combines the fundamentals of marketing, psychology and technical knowhow of SEO, SEM and SMO.

Until recently the secrets of productive persuasion were something that you either knew or didn’t know. It wasn’t until the development of Neuro-Linguistic Programming (NLP) in the 1970s that explicit model was developed to unlock the secrets of persuasion and make them available to all. While it wasn’t impossible to learn persuasion before then, NLP has successfully created a model that anyone can use to learn persuasion easily and apply the concepts to their lives. Here are some of the techniques you may use in your online store to keep people visiting you repeatedly and glued to your website.

 

Embedded Commands

These are message embedded within a larger portion of text and designed to bypass the conscious mind. You must first determine which commands you’d like your audience to receive. Then create some text that contains those words in a logical order. The final step is to set the commands apart from the text in some way. You can do this with whatever method you find most effective. You can use different colours, use bold or italics, or even extra space. You’ll experience common examples of the use of embedded commands when you watch any late night televangelist. For example, you might notice them say… be generous and be giving… of your heart!

Presuppositions

These are linguistic constructions that presuppose some other condition to be true. There are many ways to use these. Here are some examples of sentences with presuppositions (which appear in parentheses).

  • How much do you want this product? (You want the product)
  • You don’t want this product yet (You will want it)
  • Are you still angry? (You were angry)
  • Enjoy our product when you buy it (You will buy it)

 

Negation

It is perhaps the difficulty of the unconscious mind to understand the negative, which leads me to this example. Suppose I were to tell you “don’t think about a purple elephant”, the only way you can under that statement is to think about a purple elephant! This is a concept the who say “don’t do drugs” haven’t caught onto yet (did you notice the presupposition?). I don’t want to suggest that if you use negatives people will always automatically do what you say, but when you use them correctly, they can be very persuasive tool.

 

Ambiguity

This is a very important aspect of persuasion. While there are many types of ambiguity, we will cover those that are useful in print form. Ambiguity is perhaps best explained by examples. Let’s go back to the televangelist for a moment and analyze the statement: Be generous and be giving… of your heart.

Hopefully you’ve noticed the order of words in the above statement. In this case, what is ambiguous is, until the end, be giving and be generous of what is unclear? Until the “of what” is answered at the end of the statement, the mind searches for the answer. Chances are that one of the things it thinks of is money.

Here is another example of artful ambiguity in action:

Our product gives you the tools you need to manifest love, money and happiness in your life – so order now!

As you can probably see, the above statement is loaded with ambiguity and lacking in specifics. For example: What tools? Why do I need them? How will they help me manifest love, money and happiness?

 

Quotations

Experts on linguistics and persuasion will tell you that “the use of quotations is an excellent tool for persuasion”. Aside from being another way to deliver an embedded command, quotations also bring an air of authority to your persuasion, and, in the case of testimonials, provide social proof that your product or idea is “one of the best things I’ve ever stumbled upon”. You may put a beautiful model saying that ever since she had used your product she has been fairer or looked more comfortable. These examples are countless…

Consciously or subconsciously readers might have used some of the techniques mentioned here in their daily life. These are the tools to make good impression, and one must realize that you do not get a second chance to make a good first impression. Proper integration of these tools in your business website (and business in general) will enhance your marketing communication and result in faster growth of the e-venture.

So Good Luck! 

2 Responses

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