Psychological tips for article marketers.

by Andyhenry 25 replies
Hi Warriors,

Over 10 years of article marketing I've done a lot of research into what makes people tick (or click) and some of them are so simple that I think they should be considerations for any article marketer regardless of niche.

I've mentioned before about using the AIDA (Attention, Interest, Desire, Action) principle for web pages and articles so I won't go into those again here, but here are some psychological considerations you might want to have in mind when creating articles and sales pages:

1 - Convincer strategies.

Different people have different methods of becoming convinced about whether something is useful/valuable or not.

a - Time-based.

Sometimes people just need to hear about something for a predetermined about of time before they become convinced (maybe a few weeks, a few months, or even more). This happens a lot for new movies, some people will purposely avoid watching a new movie for an amount of time.

With article marketing - this means you need to get your articles as much long-term exposure as possible.

b - Reference-based.

Some people need to hear about it from a certain number of references first.
In some cases people need to hear about it from someone they trust, or have it recommended.

Getting your articles published in as many relevant places as possible can help with this.

Getting testimonials (examples of how it helped other people), and having your articles mentioned by people with a good reputation help with this.

c - Repeated exposure.

Some people need to be exposed to your message a certain number of times before they become convinced. This is one of the reasons that we always suggest doing at least 7 follow-up emails for people on your lists. Sometimes they literally just need a certain number of exposures before taking action.

This also means that you can usefully write several articles about the same subject coming at it from different angles and get good responses from people who read previous articles but never took any action.


So, with those things factored-in, here are some others to consider:

There are 4 main preferred 'modalities' (systems for representing information) which we have and tend to give more focus to one in particular.

These are:

Visual

Auditory

Gustatory

Kinesthetic

The most common are Visual, Auditory and Kinesthetic. These are referred to as 'predicates' and they indicate a persons preferred representational system.

Most people change the bias depending on their mood and the situation so treat them as variable.

For your sales pages and articles you can factor-in these preferences.

Visual people think in terms of pictures and use words and phrases that are visual. If you want to communicate effectively with these people you should use pictures, video and words such as:

see
look
bright
clear
picture
foggy
view
clear
focused
dawn
reveal
illuminate
imagine
hazy
an eyeful
short sighted
sight for sore eyes
take a peek
tunnel vision
bird’s eye view
naked eye
paint a picture


Auditory people prefer words and phrases such as:

hear
tell
sound
resonate
listen
silence
deaf
squeak
hush
roar
melody
make music
harmonize
tune in/out
rings a bell
quiet as a mouse
voiced an opinion
clear as a bell
give me your ear
loud and clear
purrs like a kitten
on another note


Kinesthetic people prefer and use words and phrases such as:

grasp
feel
hard
unfeeling
concrete
scrape
solid
touch
get hold of
catch on
tap into
heated argument
pull some strings
sharp as a tack
smooth operator
make contact
throw out
firm foundation
get a handle on
get in touch with
hand in hand
hang in there


So, while in general you might like to consider a good mix of these words and phrases so that you are effectively communicating with the largest audience, in certain niches you may want to focus on a particular method.

There's also scope to write articles around the same subject with focuses on different representational systems and using various implementations of convincer strategy addressing formats to see what gets you the best results in different niches.

These things apply to other elements of your online promotions including press releases and paid advertisements so it's a good idea to just learn them and have them in the back of your mind ready to use whenever you're writing.


Regards,

Andy
#main internet marketing discussion forum #article #marketers #psychological #tips
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  • Profile picture of the author Neil S
    Fascinating stuff. Thank you very much for sharing.
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  • Profile picture of the author Andyhenry
    Hi Suzanne,

    Sometimes people refer to the main 3, but depending on your niche another 2 (gustatory (taste) and olfactory (smell)) may be relevant.

    When you have an emotional situation, everything happening gets associated with it, including taste and smell.

    This is why the smell of the sea can remind you of previous holidays, or the taste of something reminds you of your mother.

    So if you're in the recipe niche, or the dieting niche - these elements may play a stronger part for your target audience. The smell of a hot chocolate cake just out of the oven might have a strong appeal

    I can post more about this stuff if people are interested.

    regards,

    Andy
    p.s my 'thanks' button is still there.
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    • Profile picture of the author tamtu
      Quite enlightening Henry, thanks.
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      sheena

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    • Profile picture of the author Susan Hope
      Originally Posted by Andyhenry View Post

      Hi Suzanne,

      Sometimes people refer to the main 3, but depending on your niche another 2 (gustatory (taste) and olfactory (smell)) may be relevant.

      When you have an emotional situation, everything happening gets associated with it, including taste and smell.

      This is why the smell of the sea can remind you of previous holidays, or the taste of something reminds you of your mother.

      So if you're in the recipe niche, or the dieting niche - these elements may play a stronger part for your target audience. The smell of a hot chocolate cake just out of the oven might have a strong appeal

      I can post more about this stuff if people are interested.

      regards,

      Andy
      p.s my 'thanks' button is still there.

      I had wondered if it was something to do with that, didn't want to sound the fool by guessing though LOL

      I would love to hear please Andy.

      My thanks button still not there, I did a lot of thanking yesterday, perhaps there is a limit and then a delay in time before it comes back... anywho... thanks Andy.

      Sue
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    • Profile picture of the author rapidscc
      I got dizzy. How the heck would we know if the person who would be reading our article will be of a certain type.

      When we upload articles it will be in a market place with all kinds of people. Does that mean we should not only target certain niche with keywords but we should also think of the particular trait of these persons.

      Andy, I think you should give a concrete example of an article. Not just these keywords. In my opinion it will only add up to the confusion for newbies..

      Too much to think about when writing articles could limit the creativity.

      I would say that when writing we should let it flow from the heart and then edit with the mind. Don't let too much guidelines bother the writer initially.

      Thats my .02 about it.

      ~rapidscc
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      • Profile picture of the author Andyhenry
        Originally Posted by rapidscc View Post


        Andy, I think you should give a concrete example of an article. Not just these keywords. In my opinion it will only add up to the confusion for newbies..


        ~rapidscc
        Sorry dude - I was just sharing some thoughts that I thought some article marketers here might like to think about.

        I'm not trying to tell you what to do or how to do it, afterall only you know your business.

        Sorry I started with generic information but I did it on the spur of the moment from the top of my head just to get the information out while I was thinking about it, in the hope that some people here may not have given these things any consideration.

        If you're new to these concepts and have never considered them within the context of your niche - they're bound to see confusing.

        But I've found them to be VERY useful in many ways over the years so I wanted to throw some of them out there for anyone who's interested.

        So, they're really just there for your consideration - you can ignore them or consider them.

        If you find this stuff interesting, I'll write more about it. If you don't I won't - there's no pressure either way.

        Andy
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        • Profile picture of the author Peter Bestel
          Great post Andy,

          To rapidscc,

          I can appreciate that seeing all this information on 'modalities', 'predicates' and 'representational systems' can seem a little daunting, especially if you've never come across them before, but if you take the time to learn these things they can be hugely powerful.

          It's like when you learn to drive. If, for your first driving lesson, you were told how the gas pedal actually worked, how it interacted with the carburettor, the importance of the air mixture and then got a full run-down on the clutch, gearbox etc, then it's quite easy to imagine that most folk would just say, "Oh forget that! Let me drive already!" And when you start to learn, everything is slow and clunky and it's not until you reach the unconscious competence stage of learning, the 'do it without thinking' stage, that everything falls into place.

          You can learn to drive to a really good standard without the knowledge of how it all works 'behind the scenes' but with a greater understanding of the mechanics, you can, arguably, become an even better driver.

          Andy's introduced you to the 'behind the scenes' mechanics of writing articles that really speak to the reader, the way the reader interacts with the world. Learn to speak their language of communication and you can speak to them on a level that is really persuasive.

          If you practice the tips Andy has mentioned, then yes, it might be a bit clunky at first, but give it time with more practising, you'll be using these techniques without even noticing.

          Peter
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    • Profile picture of the author Scott Ames
      Originally Posted by Andyhenry View Post

      Hi Suzanne,

      Sometimes people refer to the main 3, but depending on your niche another 2 (gustatory (taste) and olfactory (smell)) may be relevant.

      When you have an emotional situation, everything happening gets associated with it, including taste and smell.

      This is why the smell of the sea can remind you of previous holidays, or the taste of something reminds you of your mother.

      So if you're in the recipe niche, or the dieting niche - these elements may play a stronger part for your target audience. The smell of a hot chocolate cake just out of the oven might have a strong appeal

      I can post more about this stuff if people are interested.

      regards,

      Andy
      p.s my 'thanks' button is still there.
      Interesting. I never thought about smell or taste when it came to writing, but I could actually smell that chocolate cake from the oven just from your words.

      Bakers used to use fans to blow the smell of the bakery on to the street. When I was a teen working in a grocery store, the meat department would fry bacon on purpose to get the smell all over the store. It increased sales of not only bacon, but other goods.
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  • Profile picture of the author tokyobabydoll
    Very interesting. Its quite a lot to take in and make it work, but worth a try. And yes to the above post, time and practice. Thanks for the insight!
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    • Profile picture of the author Mary Gallivan
      Hi Andy

      This is a really interesting post and I'd love to hear more from you. I'll start to build some of these words/combinations into articles I'm currently writing.

      I also keep notes of what Steven Wagenheim writes on article marketing so if I follow the two of you closely I'm in with a good chance of improving my skills.

      Best wishes

      Mary
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  • Profile picture of the author StartHere
    Great Post!! The correct choice of words can mean the difference between the back button and the buy button.
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  • Profile picture of the author Andyhenry
    Hi again,

    I understand that some of this stuff might seem like it's more than a person can remember - but I'm writing these posts off the top of my head, so it's definitely not, it's just that new material needs to 'soak in' before you can stop consciously thinking about it.

    I was wondering whether to keep posting to this thread or to start a new one for different additional aspects of this and given the way that these threads disappear so quickly I thought I keep this one going so that there's only one to find

    So, on to the next element - Pre-suppositions.

    If you're not familiar with this term it's basically describing a sentence or phrase which pre-supposes that some other piece of information or action has or will take place.

    For example, if I were to say - "How long will it take me to write an article?", this is only a valid question if I've already decided that writing an article is possible and that I can do it.

    Here's another example: "When you find that you're blown away by how quickly and easily you increased the depth of your knowledge of article writing, you might want to press the 'thanks' button down to the right of this post - that's ok, you can do it now".



    Obviously in that case I'm presupposing that you're going to read the post and enjoy it and I've also inserted into your thinking the idea of pressing the 'thanks' button. The use of the word 'when' at the start implies that it's going to happen, it's just a matter of when.


    Hopefully you are starting to see that presuppositions can be a really useful element for getting people to take your desired action.

    I want to keep this stuff simple and gradually build on it so that I don't repeat my initial mistake of making it seem complicated when it's actually like second nature once you've integrated it into your thinking.

    This applies to more than just article marketing too - but we can discuss that later .

    Andy
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  • Profile picture of the author Andyhenry
    I made the assumption that people would know this, but sometimes when I do that I'm wrong, so I thought I'd add this piece of basic marketing psychology too:

    Features and Benefits:

    People buy because of benefits and justify their purchase using features.


    For example if you're thinking of getting a new car, once you decide what you would like, you'll think about what it will be like to drive, how it will feel, what the view will be like, how it will smell, what your friends will think about it etc....

    So you buy it to make you have all those nice feelings.

    When your partner says - "how much - why did you need to spend so much?" (like they do), you'll reply........

    "honey, it has impact protection system, automatic breaking system, the fuel consumption is great, it's cheap to insure, it is a lovely colour (for the girls), it has 270bhp (for the guys), airbags, etc....."

    So, what does this mean?

    It means when you're trying to get people excited about something - focus on the benefits. People buying a nail don't care about it's dimensions as much as they care that it will let them hang their coat up, or support their shelf.

    This is way with IM, people are 'selling the sizzle' (the sizzle is the benefits, the steak is the features). They sell the dream, the lifestyle you desire - rather than the features of their product.

    Some marketers will ask for your money before you even know what the product is (take a look in the WSO section).

    Remember WSOs with titles like "make XXX dollars in X hours" - that's the benefit. Whether the product lives up to it or not is a different matter, but the principle is simple.

    For more technical products you might need to focus on a lot of the details and features, but for some niches you can hardly mention the product details and optimise your sales.

    Andy
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  • Profile picture of the author Andyhenry
    Ok, let's talk about Metaphor - stories.


    The human mind loves stories. Everything we perceive goes through our internal filtering systems.

    If you put 10 people in the same situation and asked them to describe it, you'd get 10 different versions.


    The world we live in is not the one around us, but the version of it which we tell ourselves. Nothing in the world has any meaning except the meaning which we give it.

    Therefore, sometimes it's much easier to reach a persons core values and beliefs by letting them apply their interpretation onto the framework you give them.

    It's also much easier for people to remember stories than facts.

    So, if you're selling a dieting product and you want to list the benefits and factual data about its effects, it can be much better to tell a story than to try and get the data across in a detailed way.

    For example, I'm a coach. I help people get focused on how to have a happier and more successful life. I could just tell people about coaching, but everyone has their own ideas and preconceptions about what that means and I would be coming up against whatever their current version of that is.

    I've found that the version of something that people first get is always the strongest, so if someone already has an idea of coaching and it's different to my model - they'll put up barriers.

    However, if I tell them a story about a character on a heroic journey (a metaphor for life) who meets many wise people along the way and gets insights into how his (or her) life has been fundamental focused in the wrong way, and through the journey and contemplating the words of the advisers our hero comes to gain new insights into their life and what's important to them, which having considered can easily be realigned onto a much more meaningful direction.

    I'm still saying that coaching is not about giving people advice, but about having them consider their situation in new ways which lead them to more clarity and focus about how to get what they want quicker and easier than they could do on their own.

    When I've done this with people who are confused with their life - depending on how they've expressed this (baring in mind the visual, auditory, kinesthetic thing we already mentioned - it can be easy to represent their situation as a garden which at some point was not maintained and some weeds started to grow. Because of lack of maintenance the weeds are now strangling and holding back the growth of everything in the garden.
    While it might be possible to do some 'pruning' now, it's also possible to remember back when the weeds started to grow and give yourself back then the advice to get up and pull the weeds, so that when you come back to now - they're gone.

    This might sound simplistic but it can be really powerful.

    If you want to affect people - always consider how to use metaphot, whether in articles or salespages.

    Andy
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  • Profile picture of the author Mary Gallivan
    Hi Andy

    I was going to say thanks anyway before you put the idea in my head.

    Great stuff and certainly a lot to digest.

    Best wishes

    Mary
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    • Profile picture of the author Andyhenry
      Originally Posted by Mary Gallivan View Post

      Hi Andy

      I was going to say thanks anyway before you put the idea in my head.

      Great stuff and certainly a lot to digest.

      Best wishes

      Mary
      Thanks Mary - I'll drip-feed it to you slowly

      I've been into this stuff for years and spent a lot of time thinking about it and implementing it, so I'm not expecting that everyone will get it right away, but it's not difficult or complicated, it's just information and if it's new it'll take a little while until you see it for yourself in your own life and in your own behavior and thoughts. After a while it's just background information which you can choose to use when the times are right.

      Andy
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  • Profile picture of the author winkypee
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    • Profile picture of the author MaskedMarketer
      Originally Posted by Andyhenry View Post

      Ok, let's talk about Metaphor - stories.
      Metaphors are powerful. Just like the 1.2 billion metaphor that saved Chrylser.

      Metaphors involve both sides of the brain which can equal instant understanding.

      If anyone is interested in learning more about what the OP is teaching, its basic nlp stuff and you could probably find a decent product online to learn more about it.

      Great post Andy.
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  • Profile picture of the author alexshelton
    Hey,

    This is great advice, so happy with my latest EZA campaign, after they finally approved the articles, will certainly implement this information.

    Thanks Andy
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  • Profile picture of the author Andyhenry
    Hi again,

    I'll continue the theme by reference Abraham Maslow.

    When I was in the military and doing leadership courses, we always ended up at some point coming back to 'Maslows Hierarchy Of Human Needs'.

    It comes back to basic human motivation.

    Maslow set out a 5 level model of the type and priority of the needs of humans and what motivates people.

    The 5 levels are:

    Biological and Physical needs - our most basic needs such as air, water, food, sex, sleep etc..

    Safety needs - shelter, safety, security

    Belonging and love - Family, relationships, love etc..

    Esteem needs - reputation, status, achievement etc.

    Self actualisation needs - personal growth and fulfillment


    Some of these needs are a fundamental part of our evolution and need satisfying before we care about other needs.

    If you maintain an awareness of these basic motivations you can fit where your niche falls in this organisation and also gain insights into what else your market are likely to want once they have what you're offering.

    If you're selling houses, these are a basic shelter need that will be a fundamental need for all people. If you're selling self-improvement products, you're marketing to a much smaller market with a product that is not going to be essential while any of the more basic needs still need to be met.

    Once someone has a house, they then start to focus on making it comfortable, and then on the gadgets and luxuries so selling houses could lead into selling TVs, Hot Tubs etc....

    The more basic the need, the bigger the market and the more hungry the market.

    There's obviously more you can do with this model but that's an intro for you.

    Andy
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  • Profile picture of the author Andyhenry
    On the subject on buying motivation I thought I'd add some more things for your consideration:

    To fulfill a need
    Fashion
    Image
    Better - value, location, convenience
    Security
    Fear
    Specification / compliance
    Quality
    Reliability
    Brand image
    Guarantees / after sales service
    Impulse
    Peer pressure


    regards,

    Andy
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