Can You Control Your Customer's Mind?

Is it possible to control your customer's 'buying' decision? Let me start off with an example. Say many people selling bags in one place and John wants a bag. John buys bag with most attractive packaging.

What influenced his decision? The packaging. This bag had something better. So in a different view, this bag influenced 'buying decision' of John. This is just a simple example to get you familiar with concept.

Almost all of modern marketing campaigns are designed to be effective from customer's point of view. They all try to control customer's feelings. You must follow trend or you'll be a loser.

Just brainstorm / think what can influence decision to buy 'your product'. You can come up with a lot. Call each of them a strategy and jot them down in a paper. I will discuss 3 generic strategies that can be used with any business and how to apply them, so it will give you some idea as what to think of and how to apply them.

1. Curiosity

2. Because / Reason Why

3. Greed

Curiosity

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What is it? Curiosity can be defined as "the desire to know unexplored" in simple terms. People want to know things that many others don’t know. They like to discover ‘secrets’ that only some people know. The desire to know is a compelling force in marketing, so we have:

* Secrets of Diet Industry Uncovered

* What Time Share Companies Don't Want You To Know

* Msteries of A Youthful Appearance Revealed

* The Hidden Keys of Car Buying

People don’t want

* How to Diet Successfully or

* A Guide to Buying Cars

for example. First set of titles surely outshines second set of titles because former takes advantage of curiosity. You must design your advertising in a way that arouses curiosity. Getting to see powerful of curiosity? (When compared two sets above)

Because / Reason Why

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I’ve been working last 12 years or so, in web & graphics design jobs: teaching at university and also as webmaster (in argentina) until 2003…now I’ve moved to Brazil and, as an internet dependant like I am, has my own Web Design & Internet Services Company ( www.artandata.com ) on wich I’m so proud of.

Time ago some friends and business related people I know told me that It would be a good idea to write technical letters on subjects I know (mostly by every day working challenges) to help other people on their needs given them tips and information.

The point was: “I do not have time to do this ! “. So years have passed out…I’m my own boss…so I (like a boss) said to me (as employed of myself that I am) “Mario, got a job for you…sit down at your desktop and do not move your ass from that chair until a nice first technical letter is cooked out of oven. No matter theme or subject ;) I know you’re good for choosing thing…”

So ….as my boss asked me: “I’m sitted here until this letter be done and published”. Let’s go to subject that I’ve choosen to be first:

AD Banners: The Creative Process If you, like I do, are a webmaster, web designer or your job is somehow related to advertising and promoting goods or services on Internet, may be that you need to create your own AD Banners ( or at least have to get idea of what hell you want showed on that banner to explain to person that will perform hard job). Of course you can always go alternative way that is: call a well known Design Company, pay a fortune or a half and let them perform whole job while you rest in a park, looking clouds and sky for a couple days until your banner is ready.

If you think this last alternative fits you ok, quit reading this e-zine and contact artandata. Hahaha just teasing !

If you’re still here I need to explain (the best I can) how I and my collaborators walk (sometimes run and others climb) Creative Process:

First, you’ve got problem to be solved, becouse without a need for an AD Banner you probably won’t be much interested on this tutorial.

So, you’ve got a problem…but also you’ve got ( or you can research for ) a lot of information that can trigger your creativity.

Better than words are examples so I’ll explain on a real case study:

“…my site offers courses on design but most people told me that they can’t find information on those courses in site. How can I solve this problem...can you help me ? …”

the former paragraph has expression given by client but It has no tips for solutions only describe problem and sometimes you have clients that don’t even know exactly which is problem, in this case “they only describe symthoms but don’t recognize desease”.Like that patient that goes to doctor saying “oh doctor, I’m so f…ill !!! if I touch here my stomach…if I touch here my neck also pains…again if I touch by here my knee pains. What a hell is happening in my body? I’ve never see a desease so rare and killer !”

then, doctor said : “don’t worry my friend. What you have it’s not so rare: YOU BROKE YOUR FINGER !!!!! “

Some other times they give a diagnostic approach wich is wrong like “my car has some problem in break because it always cross red ligths…”

(back to tutorial).

Here, really starts our Creative Process !

The first thing you have to do is “write down problems” I mean get a peace of paper ( or open a word doc) and put in a written sentence only problem. The best you can. Like:

“most people can't find information on courses in site.”

We have isolated and described problem. Great ! Now we have to detect cause of problem because not always solution is an AD Banner. ( It could have to change punctured tyre! )

Possible causes are:

The user writes a wrong URL on his/her browser The hosting server is sometimes down The link pages (or some of them) to information have broken links to. The information is hidden for home page The information is hidden to many clicks down from home page There are some other choices that wouldn’t be considered, like:

The user has no conexion to internet The user is blind The page exists but owner didn’t realised that information doesn’t. Most of your clients lie. Etc, etc. In this point we better go to site and try by ourselves to find out which is reason that better fits. I won’t explain here how to test URL because I suppose you know how. We can discard first cause qoute before hand unless URL is something like:

http://www.myzisipilinky.com.uk/tryTotYpeThsURL/coursersOnDesingProgram.htm

(don’t try it. It won’t work):

In wich case solution is to make a redirect page easier to be written.

Once broken links are discarded we have to center attention on last two possible causes. In this case study ‘both of them’ are true ! ( you’ll see page and solution banner! be patient ! )

So we can evaluete possible solutions:

Move program course page to be site’s home page (no way ! ) Move that page one or more levels up so it isn’t so hidden any more (this could improve somethig but not all) Put a text link on home page ( sounds reasonable, isn’t it ?) Put a pop-up or pop-under window on home page (also good) Put an AD Banner on home page. ( smiles & applauses ! ) Last three possible solutions are what we can suggest to our client. So call him/her explain and let decides best. (you know pros & cons of each solution to explain to client)

You’ve got it ! our client has chosen last opt. !

Diving into Creative Process Itself Stages:

ANALYSIS Collect information on subject to be advertised Collect information on Company Design (typography, colors, style, etc) Ask your client for ideas DESIGN BrainStorm for a while Define banner contents & features Look for resources IMPLEMENTATION Development TESTING Testing Validate Publish Bill your client and enjoy payment J Show other clients (or friends ) your masterpiece (just to exercise your proudness) Collect information on subject to be advertised Any way to find information it’s OK. Evident ways are: