People don't often make rational decisions. In fact, the capacity for abstract rational thought is only a recent evolutionary addition to our brains. We've mainly gotten by on our emotions and gut feelings. We may think we're approaching something rationally, but most of the time we use after-the-fact rationalization to justify our intuitive and emotional decision making.
It's a well-known maxim in marketing that people who are comfortable enough with their current situation aren't good prospects for buying goods, services, or ideas -- they simply don't care enough to make a change.
All of the specific strategies and tactics that you'll apply to landing page optimization are aimed at influencing basic human emotions and moving your visitors off their comfortable spot. Direct marketers Bob Hacker and Axel Andersson have defined several key copywriting concepts that motivate people to act: fear, greed, guilt, exclusivity, anger, salvation, or flattery. Not one of these motivations is rational -- all of them are rooted in our fundamental and unchanging emotional nature.
See the full story at: http://searchenginewatch.com/3635911
It's a well-known maxim in marketing that people who are comfortable enough with their current situation aren't good prospects for buying goods, services, or ideas -- they simply don't care enough to make a change.
All of the specific strategies and tactics that you'll apply to landing page optimization are aimed at influencing basic human emotions and moving your visitors off their comfortable spot. Direct marketers Bob Hacker and Axel Andersson have defined several key copywriting concepts that motivate people to act: fear, greed, guilt, exclusivity, anger, salvation, or flattery. Not one of these motivations is rational -- all of them are rooted in our fundamental and unchanging emotional nature.
See the full story at: http://searchenginewatch.com/3635911
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