Intuition and Digital Marketing Strategy – What is marketing? Marketing is when you tweak the landing page or the website based on intuition or intuitive research and conversions go from 5% to 20% or even higher. Marketing is when you optimize campaigns and you save $100,000 yearly!
Seventy-two of the eighty-three Nobel Laureates in science and medicine implicated intuition in their success.
I extend my gratitude to Professor Bershad, Glazer, and so many others for the passion and motivation they radiated. University of California – Irvine (the best)
“You’d better learn secretarial skills or else get married.” Modeling Agency, rejecting Marilyn Monroe in 1944
“22 year old Marilyn Monroe was fired from Columbia Pictures saying she just didn’t have what it takes to be an actress”
“You ought to go back to driving a truck.” Concert Manager, firing Elvis Presley
“Walt Disney’s Idea to build DisneyLand was rejected by investors 302 times.”
“Can’t act, can’t sing, slightly bald, can dance a little.” A film company’s verdict on Fred Astaire’s screen test.
“We don’t like their sound,” Decca Records said in turning down a recording contract with the Beatles.
“The telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.” Western Union Memo
“The telephone may be appropriate for our American cousins, but not here, because we have an adequate supply of messenger boys.” A British expert group evaluating the invention of the telephone
“The horse is here to stay, but the automobile is only a novelty.” A Michigan Banker advises against investing in the Ford Company.
At that time (1984) the CEO of Apple, John Scully, said about the 1984 Apple Super Bowl Ad: “The members of the focus group just looked at each other with dazed expressions. Most of them felt it was the worst commercial they had ever seen.” Hence The Apple Board of Directors canceling of the 1984 Super Bowl ad and firing the ad agency. See the details below.
Steve was the most intuitive person I have ever known. He had a unique ability to make everyone who was talented feel valued. His generosity had no bounds, and he was always there to lend a helping hand to all those who advanced technology. His sense of humor brightened up even the darkest of days for us. He touched the lives of so many people who worked for him or knew him, and he left behind a legacy of friendship. His spirit will live on in the hearts of all who know him well. Steve had a passion for life and lived it to the fullest, inspiring those around him to do the same. Not just his inventions and technical contributions; his genuine nature made the world a better place. Though he may be gone, his memory will continue to be a source of inspiration for those who respected his talents. I’ll always cherish the work and projects we shared together and the special innovative projects we experienced. Steve Jobs is deeply missed.
By pure luck, the owner of the manufacturer of the Club anti-theft device (for the steering wheel) approached me on a Saturday morning. Club was interested in manufacturing my patented invention – the famous Ultrasonic Blind Spot Back-Up Alert that is installed in almost every car today. The club sold it for $79.99. I received $7.99 in royalties. We sold approximately 5 million backup alarms worldwide. Club was the most intuitive company I have ever worked with.
“The intuitive mind is a sacred gift, and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift.” ~ Albert Einstein
Before we discuss Digital Marketing, let’s examine the concept of intuition. What is intuition?
Intuition is a skill that can be learned and developed through life experiences. Consider this example: In an experiment, both chess grandmasters and beginners were shown a chess configuration from an actual game and asked to duplicate it. The chess professionals duplicated the pattern with 95% accuracy, while beginners only achieved about 25% accuracy. Chess configuration based on actual game is very much like the first practice you did where the patterns were actual but jumbled.
The same process was repeated, but this time the chess pieces were arranged randomly and not from an actual game. Both experts and novices scored approximately 25% in this second trial. Chess configuration based on random placement and not actual game is very much like the second practice you did where speed of the video injected misinformation.
Why did the masters perform similarly to the beginners in this scenario?
Chess grandmasters retain not just a collection of patterns but also an understanding of their significance. When the chess pieces are placed randomly, the configuration has no meaningful context for them, rendering their intuition ineffective. The masters scored 25% because the random arrangement provided irrelevant information, again akin to what we discussed earlier in our second practice.
This example illustrates that intuition relies on meaningful patterns and context. When presented with random or irrelevant information, even the most experienced individuals cannot leverage their intuitive skills effectively.
The vast array of patterns stored in long-term memory significantly contributes to an expert’s intuitive ability. For instance, chess grandmasters have around 50,000 real patterns from actual games saved in their long-term memory.
Experts can quickly connect salient environmental signals to frequently recurring patterns, allowing them to solve problems and make decisions efficiently. This ability to use experience to spot important patterns and predict the dynamics of a situation is a hallmark of intuitive decision-making.
Experienced decision-makers forecast how the present will evolve into the future by actively visualizing people and objects and imagining how they will transform through various transitions. The goal of this guide is to establish mental frameworks that make it easier to recognize new patterns and foster creativity in any situation.
How much do we rely on our intuition? Unfortunately, the answer is not much. This gap starts in the classroom, where intuition is not taught. Instead, we are trained to seek accurate information and the correct answers. However, in real life, even with all the necessary data, there can still be uncertainties. This is where instincts come into play. When faced with a gap, most individuals give up, but you shouldn’t. With our strategy, you will come to appreciate these gaps.
“It is through logic that we prove; it is by intuition that we discover.” — Henri Poincaré
Johann Sebastian Bach described musical inspiration as flowing naturally. When asked where he got his melodies from, he replied, “The problem is not finding them; it’s—when getting up in the morning and getting out of bed—not stepping on them.”
Digital Marketing and the “WOW” Factor
Frankly, being in the Digital Marketing industry is a source of happiness for me. Seeing daily conversions brings me immense joy, and I want to share this source of happiness with you.
Creating the “WOW” Factor
Every webpage should have a “WOW” factor. When visitors think to themselves, “WOW, I can’t believe this,” you know you’ve achieved it. This can stem from stunning graphics, persuasive elements, or other impressive features. Your website or landing page must also exude professionalism, credibility, and trust. While the “WOW” factor rarely results in an immediate purchase, it sets the stage for further engagement.
The Promise of Online Selling
Online selling and marketing are about making a promise and delivering a fulfilling experience. UX/UI Design plays a critical role in this process. It encompasses advancements in social psychology, persuasion, and economics. Most online purchases are driven by visitors’ intrinsic motivations, making it essential to understand the theories behind these motivations. We will delve into these theories to better inform our design strategies.
Effective Digital Marketing Strategy
This document outlines an effective Digital Marketing Strategy, based on extensive research and practical experiences in Social Psychology, Internet Marketing, and Social Media.
When I interview with potential employers or agency clients, they often ask me to prepare a preliminary business plan. This document can serve as a qualifying business plan. The best business plans introduce new methods and concepts, and this plan does just that.
The Art of Branding
I have been researching and studying Branding for the past 30 years. Branding remains one of the most complex marketing concepts. How do you effectively brand your product using online tools? A better question might be, “What can be branded to begin with?” I believe I have made significant progress in answering this question.
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By focusing on intrinsic motivation and creating a powerful “WOW” factor, we can develop digital marketing strategies that not only attract but also engage and convert visitors. This approach, combined with a deep understanding of branding, will help us achieve sustained success in the digital marketplace.
Promoting a Website: My Approach
Promoting a website effectively is my specialty, and I do it using the most impactful strategies. When you create a website with all the elements of a great user experience (and high conversions), SEO and optimization happen naturally. I have witnessed this repeatedly. Google’s algorithm rewards websites with good content and high engagement, and it measures these factors in its ranking criteria.
Marketing Good Products
Marketing is not about promoting bad products. This guide is not a plan to market bad products successfully. Instead, marketing ensures that good products or services have a fair chance to succeed.
Proven Results and Case Studies
Over the past twenty years, I have implemented this plan on numerous websites, social media accounts, and landing pages. This plan is partly the result of research and partly from learning from past results. I have many references from past agency clients that attest to its effectiveness.
For example, a Santa Monica hair transplant surgeon was performing only two or three procedures weekly. By following my guide, he was booked three months in advance. Similarly, a Santa Monica dermatologist was seeing only five to seven patients daily. After implementing a successful Google Pay Per Click campaign, he increased his patient load to 35 to 45 patients a day.
Understanding Marketing Efforts
After reading this plan, you will better understand what marketers do and what they strive to achieve. TV commercials, for instance, require extensive planning and long hours of work. The copies you read take time to write. Delivering successful campaigns for clients is incredibly gratifying.
About Me
I have never felt more motivated. I feel fortunate to have served not only great businesses but also genuinely good people. I am very optimistic about the future of Digital Marketing and Social Media. My greatest joy is seeing your business phones ring nonstop and your business grow exponentially. I am extremely confident that this can happen, and here is how and why:
1. Understanding User Experience: Creating websites that naturally attract and retain visitors through excellent user experience.
2. SEO and Optimization: Ensuring that websites are optimized for search engines through quality content and engagement metrics.
3. Effective Marketing Strategies: Implementing tried-and-true strategies that have been refined through years of experience and research.
4. Results-Oriented Approach: Focusing on real results, such as increased bookings and patient loads, as demonstrated in our case studies.
5. Client Success: Committing to the success of clients by providing effective, research-based marketing plans that deliver tangible results.
By focusing on these principles, we can ensure your business not only survives but thrives in the competitive digital landscape.
How to Increase Sales and Conversion Rates
Understanding Intrinsic and Extrinsic Motivation
Visitors to your website are usually driven by intrinsic motivations. This means they intended to be there by actively searching for and clicking on your site. Google refers to this as “intent.” This type of motivation is different from the extrinsic motivation seen in TV or radio commercials, which work by enticing people through external stimuli like advertisements or coupons.
Intrinsic Motivation: This is driven by internal needs or desires. For instance, needing a bike because your car is broken.
Extrinsic Motivation: This is driven by external factors like advertisements or promotions. For example, being enticed by a TV commercial to buy a new vacuum cleaner.
The Impact of the Internet
The Internet has shifted shopping behaviors from mainly extrinsic motivation (influenced by ads and commercials) to intrinsic motivation (driven by genuine needs). When people use search engines like Google or Bing, they are typically motivated by an intrinsic need.
Case Studies
Case Study 1: Extrinsically Motivated Shopping
– Scenario: You see a persuasive TV commercial for a Dyson Vacuum Cleaner and decide to buy it even though your current vacuum cleaner still works.
– Process: You go to Home Depot, locate the Dyson Vacuum Cleaner, purchase it, and leave.
– Marketing Implication: The main task for the marketer is to ensure the product is available in the store. The persuasive TV commercial did most of the work.
Case Study 2: Intrinsically Motivated Shopping
– Scenario: You need new shoes for rainy days. You go to a shoe store, describe the type of shoe you want, find it, and buy it.
– Process: You had a specific need and searched for a product to fulfill that need without the influence of commercials or ads.
– Marketing Implication: The marketer needs to understand the customer’s needs quickly and effectively. The focus is on meeting the customer’s intrinsic motivations.
Strategies to Increase Sales and Conversion Rates
5. Customer Feedback
– Use Reviews and Testimonials: Highlight customer reviews and testimonials to build trust and credibility.
– Encourage Feedback: Actively seek feedback from customers to understand their needs and improve your offerings.
By understanding the difference between intrinsic and extrinsic motivations, and how they affect shopping behaviors, marketers can tailor their strategies to better meet the needs of their customers. Focus on providing a seamless user experience, relevant information, and effective communication to increase sales and conversion rates. Combining these strategies with targeted advertising and valuable content will ensure that both intrinsically and extrinsically motivated customers find what they need on your website, leading to higher satisfaction and more conversions.
Enhancing Intrinsic Motivation in Conversion Optimization
Let’s delve deeper into the second example of intrinsic motivation shopping, focusing on the conversion optimization of a landing page or website for JAZY shoes.
Setting the Scene: JAZY Shoes
Imagine you’re in need of new shoes and have a strong preference for JAZY shoes due to their past performance. You’ve had JAZY shoes before and found them to be durable and comfortable. You’re inclined to purchase them again because of your positive experience with the brand.
Fostering Intrinsic Motivation
As you enter the shoe store, the assistant informs you that they have JAZY shoes in stock. However, before retrieving them, they highlight the new features of the latest JAZY style. They emphasize the improvements in durability, comfort, and style, igniting your excitement. Your confidence in JAZY shoes is reaffirmed, and you feel assured in your decision to purchase them again. Unbeknownst to the assistant, they are nurturing your intrinsic motivations by reinforcing your positive past experiences with JAZY shoes.
Addressing Multiple Intrinsic Motivations
In addition to your preference for JAZY shoes, you have another intrinsic motivation: the need for Gore-Tex material to keep your feet dry in rainy conditions. The assistant informs you that the new style of JAZY shoes incorporates Gore-Tex material throughout the entire shoe, providing superior protection from the elements while maintaining breathability. This revelation further solidifies your decision to choose JAZY shoes, as they meet both of your intrinsic motivations.
The Role of Marketers
A skilled marketer aims to identify and address all of your intrinsic motivations even before you step into the store or visit the website. By understanding your preferences and needs, they can tailor their messaging and offerings to resonate with you on a deeper level. For instance, if you’re researching Dyson vacuums online and are interested in the motor power, a savvy marketer would ensure that this information is readily available in their marketing materials. Highlighting Dyson’s high wattage compared to competitors can be a compelling selling point, leveraging your intrinsic motivation for superior performance.
By recognizing and nurturing intrinsic motivations, marketers can effectively drive conversions and foster brand loyalty. Understanding the unique preferences and needs of customers allows marketers to tailor their strategies to resonate with them on a personal level, ultimately leading to increased sales and customer satisfaction.
Factors That Foster Intrinsic Motivation in Website Design
Intrinsically motivated shopping relies on tapping into customers’ genuine needs and desires. Here are several factors that foster intrinsic motivation and contribute to the success of a website or landing page:
10. Honesty and Integrity
– It’s essential for websites to be honest and transparent about their offerings. If a product or service doesn’t meet certain criteria, it’s best not to advertise it to avoid disappointing customers and damaging trust.
By incorporating these factors into website design and marketing strategies, businesses can effectively foster intrinsic motivation and drive engagement, conversions, and long-term loyalty from customers.
“Tell me, why do you roar like a fool?”
Said a tiger to his lion friend as they drank beside a pool.
“I am not a fool,” replied the lion with a twinkle as reflected in the pool.
“They call me king of all the beasts because I use advertising tool.”
A rabbit heard them talking and ran home like a streak.
He thought he would try the lion’s plan, but his roar was a squeak.
A fox came to investigate the squeak and had his lunch in quick.
The moral: When you advertise, be sure you’ve got the good! (Fable)
Recently, I saw a commercial on TV for a well-known IT school in Los Angeles. The commercial is a unique take on promoting an IT school in Los Angeles. Instead of focusing on traditional elements such as the school’s facilities, curriculum, or staff, it highlights the personal success story of a former student.
The commercial opens with a relaxed young man in a conversational setting, reminiscent of an interview with Larry King. He shares his frustration with the limitations of traditional college education, where he couldn’t enroll in all the courses he wanted. This sets the stage for his discovery of the IT school and his subsequent journey to success.
As he enthusiastically talks about his experience at the IT school, the commercial showcases glimpses of his life post-graduation. Scenes of his family enjoying a comfortable lifestyle in a nice home, playing with quality toys, and owning a luxurious power boat convey the message of his newfound success and financial stability.
The inclusion of his wife, portrayed as an attractive woman, adds to the aspirational aspect of the commercial. Her testimonial about her husband’s achievements further reinforces the message of the IT school’s transformative impact on students’ lives.
Overall, this commercial takes a refreshing approach by focusing on the real-world outcomes and benefits of attending the IT school, rather than just the academic aspects. It appeals to viewers’ aspirations for personal and professional success, making it a compelling advertisement for the institution.
Just An Awesome Ad! The future is bright!
I could not find the TV commercial that I described above; however, the videos below are very similar.
Here are more examples : Unchanged: Here are more examples :
The commercial highlights key themes of confidence and freedom, both of which are closely linked to intrinsic motivation.
In the commercial, the protagonist expresses his confidence about the future, signaling a sense of assurance and optimism. This confidence likely stems from his belief in his abilities and the opportunities ahead, driving his intrinsic motivation to pursue his goals.
Additionally, the mention of “feeling free” is significant, as it underscores the importance of autonomy in fostering intrinsic motivation. When individuals feel free to make choices and control their actions, they are more likely to be motivated from within. This sense of freedom empowers them to pursue their passions and make meaningful decisions aligned with their values and interests.
By emphasizing these themes, the commercial effectively taps into the intrinsic motivations of its audience. It inspires viewers to believe in their potential and embrace the freedom to chart their own path towards a confident and fulfilling future.
Creating a sense of optimism and envisioning a bright future is a powerful way to tap into intrinsic motivation, whether it’s for pursuing education or making a purchase. The essence of the commercial described is indeed to inspire viewers to imagine the positive outcomes awaiting them after taking action.
In the realm of marketing, particularly on websites and social media platforms, the goal is often to evoke similar feelings of optimism and anticipation. By showcasing the potential benefits and positive experiences associated with a product or service, marketers can effectively stimulate intrinsic motivations in potential customers.
As I mentioned, achieving this effect requires a combination of art and science. Utilizing a mix of compelling images, engaging videos, persuasive content, and authentic testimonials can help create a compelling narrative that resonates with the audience and encourages them to envision a brighter future with the product or service being offered.
Ultimately, by effectively conveying the value proposition and potential outcomes, websites and social media platforms can inspire individuals to take action based on their intrinsic motivations, leading to greater engagement and conversion.
The Logical Biconditional or Duplicate Effect is a novel branding concept rooted in Boolean logic, aiming to amplify brand impact and resonance. Drawing inspiration from the logical operator “if and only if” (↔), this concept emphasizes the dual relationship between a brand and its audience, reflecting a mutually beneficial exchange of value and identity.
At its core, the Logical Biconditional or Duplicate Effect operates on the principle of reciprocity, where the brand’s identity mirrors and reinforces the aspirations, values, and desires of its target audience, and vice versa. This symbiotic relationship fosters a deep sense of connection and alignment, leading to heightened brand loyalty and advocacy.
Key elements of this branding concept include:
Overall, the Logical Biconditional or Duplicate Effect offers a strategic framework for brands to cultivate deep, enduring connections with their audience, rooted in mutual understanding, value exchange, and emotional resonance. By embracing this concept, brands can unlock new dimensions of loyalty, advocacy, and long-term success in an increasingly competitive marketplace.
The relationship between a brand and portraying a bright future is indeed reciprocal, with each reinforcing the other in the minds of consumers.
Successful brands excel at crafting a brand identity that evokes feelings of prestige, success, and aspiration. When consumers engage with these brands, whether through wearing a Rolex, driving a Ferrari, or owning luxury goods like Louis Vuitton handbags, they are not just purchasing a product—they are investing in a vision of their own bright future.
This bidirectional logic operates on multiple levels. On one hand, consumers associate these iconic brands with success and achievement, leading them to believe that owning or using these products will enhance their own status and prospects for the future. On the other hand, the very act of purchasing these luxury items reinforces the belief in a bright future, as it signifies financial stability, success, and the ability to afford such prestigious brands.
In essence, these brands leverage bidirectional logic to create a powerful narrative of success and aspiration, intertwining their brand identity with the consumer’s vision of a brighter future. This symbiotic relationship is a key driver of brand loyalty and advocacy, as consumers continue to associate these brands with their own aspirations and achievements, further reinforcing the cycle of success and prestige.
For example, If I wear a Rolex, it brings a brighter future. If I drive a Ferrari, it will guarantee a brighter future. AND VICE VERSA, meaning I also buy Rolex knowing the future is bright anyhow.
This is the essence of Bidirectional Logic. Imagine that next week your boss will give you the best news: “You will be Promoted“. How many of us rush to buy those Rolex or Louis Vuitton Handbags? Imagine you have inside information that the stock of the company you own and/or work for will split, and you will be making $100,000 immediately. How many of us will rush to buy that Ferrari? You will not buy a Hyundai, will you? Nothing against Hyundai; just knowing that Ferrari is a better-recognized Brand than Hyundai All good!
Guaranteed Bright Future → Rolex Brand
Or, we buy the Rolex because we believe it guarantees a brighter future!
Rolex Brand → Guaranteed Bright Future
I believe that is why Brands are so powerful.
They have logical bidirectional or duplicate effects.
Brands ← (bi directional) → Guaranteed Bright Future
When you try to brand your service or product, it starts with proving it will bring a brighter future. The hardest part is the other way around, meaning a guaranteed brighter future, but you still buy the Brand.
By now, we hope that we agree that Hair transplants will bring a brighter future, at least for those who believe in them.
Get Hair Transplant → Guaranteed Bright Future (job promotions, social success)
Now let’s examine its duplicate or bidirectional effect to see if it can become a Brand. To make Hair Transplant a real brand, we know for a fact that the future is bright, but we still get the transplant. Am I clear?
Guaranteed Bright Future → Do we Get Hair Transplant?
Notice that something is not quite right. Not many of us prize ourselves with Hair transplants, or do we? That is why Hair Transplant might have a challenging time becoming a Brand. Look at the Bosley Hair Transplant. Is it really a brand? Have you ever heard someone praise himself with a Bosley?
To lighten things a bit, let me give you a light-hearted example. Say you are planning to get married next Year. Your future wife is persuading you to get a hair transplant for the wedding (shallow, but just keep going). The future is bright anyways. Do you pick Bosley? Or you pick a doctor less known but perhaps with a better cost. My experience with hair transplants showed that people chose a good doctor at a lower cost.
Is there really no hope for Hair Transplant?
Let’s first examine the cosmetic industry. Notice:
Use Cosmetics ——> Nice Look, Pretty
No doubt the condition above holds beautifully. Now let’s examine the reverse:
Nice Look, Pretty ——> Use Cosmetics
Notice the condition above also holds. Why? Please see images below:
So using beautiful actresses to brand the cosmetics proves that cosmetics can be branded.
Please notice the purpose of these practices and examples is to show that math or logic plays an important role here. We are not trying to teach or establish the methods for branding. We will do that after proving our formula first.
Now let’s go back to Hair Transplant. Dr. Chaffoo, a hair transplant doctor in Newport Beach, in his ads says he is the hair transplant doctor for actors.
Now let’s see:
So the jury might still be out there for Hair Transplant.
How about ITT Technical School. Obviously future is bright if you attend ITT as several videos above have mentioned. ITT Technical schools portray a bright future. Now suppose the future is bright anyhow. Imagine the student is super wealthy. Will he choose ITT? Most wealthy people choose Harvard, Stanford, MIT,….. See my point? So ITT might have a hard time to be a brand like MIT, Harvard or Stanford.
Let’s pick a simpler example. How about Tide? Obviously:
Tide ←→ Brighter Clothing
Do you see the bidirectional effect? Meaning you buy Tide to make sure your shirt gets brighter, and it does not matter if it is bright or semi-bright. This means
Tide → Brighter Clothing (makes any type brighter); this is just because of the power of Tide
But any heavy duty detergent can also give us:
Any Heavy Duty Detergent → Brighter Clothing
So why do we buy Tide?
How about when you own delicate and bright clothing? Do you still use Heavy Duty Detergent? The answer is obviously NO!
Delicate and Good Quality Bright Clothing → Tide
Aren’t we a bit more careful when we want to clean bright clothing, especially when it is of good quality? That is why:
Tide ← (bi-directional) → Brighter Clothing
The Tide example says if Tide were a heavy-duty detergent that only made clothing brighter but might damage good-quality clothing, it could not be branded. Since Tide is powerful yet gentle on quality clothing, it is a great Brand. The logical Bidirectional effect holds for tides beautifully.
The Tide example is a bit more complex. Notice Tide has a Branding Formula. By Branding Formula we mean the brand also relies on a successful strategic plan.
Absolut Vodka
Swedish Absolut Vodka was able to create a very successful brand in the late 80s and early 90s with the Yuppie crowd as a sign of higher status (the look of the bottle helped). You drink Absolut because it is a good-quality Vodka. No doubt! It has been filtered several times compared to other Vodkas. This is a fact. Let’s just say, for simplicity, that drinking Absolut Vodka makes you feel good.
Drinking Absolut Vodka → Makes you feel good
Here is a good question to ask when thinking of branding: Let’s say you feel good today and are in a good mood anyway. You got good news or you are just happy today. Do you choose Absolut or Stolichnaya (another brand of vodka) at happy hour next to your high-status Yuppie friends? Absolut made sure:
You feel good today → You choose Absolut and not Stolichnaya vodka with Your Yuppie Friends
It seems Absolut has been able to create a Bidirectional logical condition or:
Drinking Absolut Vodka ← (Bi-Directional) → Makes you feel good
Every product demands its own personality (Brand Identity) and a bright future.
How do you do this on a website? Testimonials create a bidirectional effect.
Have you ever seen a commercial for Google on TV? Radio? So why is Google such a powerful Brand if branding is only achieved by TV advertising, as is taught in marketing textbooks? It is now no secret that Google is by far the best search engine.
Google → Will always give Awesome Search results
Notice the Bidirectional effects as we defined it exist.
If you want Awesome Search Results → Choose Google?
How? This is mostly done through testimonials or the viral effects. Google example shows that you don’t need TV commercials to create a brand. You just need an awesome website, landing page, or other Twitter or Facebook posts that can create the same viral effect as Google, Amazon, eBay, etc. did.
If you have a Gem like Google or eBay, creating a viral effect is easy and almost automatic. Once you have a more competitive service or product, such as plastic surgery or addiction recovery, creating a viral effect is very hard. The more creative you are, the better.
Here is an example of creating a viral effect:
In the winter of 2001, I embarked on the journey of creating and attempting to patent an organic cleansing liquid, crafted from potent Chinese Herbs such as Wormwood or Artemisia annua, and Black Walnut, among others. This venture coincided with the nascent stages of Google AdWords, where I was privileged to participate as a beta tester, securing ad clicks for a mere 5 cents each. However, despite this advantage, I found myself grappling with the challenge of achieving a viable cost-per-sale ratio.
With each unit priced at $9.99, the $1.50 expenditure per click proved burdensome. In a bid to optimize conversion rates and mitigate advertising costs, I swiftly executed overnight alterations to the website through meticulous A/B testing. My objective was clear: to reduce the requisite number of ad clicks for a successful sale from the initial 30 to a more favorable 5 or 6.
Yet, despite my persistent efforts and multiple iterations of website content, none of the testing phases yielded significant breakthroughs. Even the most promising results merely reduced the minimum clicks required to 25, leaving me disheartened and unable to scale the business. Ultimately, faced with mounting challenges, I made the difficult decision to relinquish my pursuit, terminating the patent and abandoning the endeavor.
However, in an unexpected turn of events, my altruistic decision to disclose the formulation’s ingredients and share the underlying secrets on the website inadvertently transformed its fate. By presenting comprehensive information on each herbal ingredient, supported by evidence of their efficacy gleaned from ancient Chinese medical texts, the website evolved into a straightforward yet compelling landing page, devoid of extravagant graphics or intimidating parasite images.
Meanwhile, amid the chaos, I overlooked discontinuing the pay-per-click advertising with Google, a lapse that yielded surprising results. To my astonishment, the revised landing page generated 40 new orders within a matter of days, with sales achieved in as few as 6 or 7 ad clicks.
In retrospect, what now seems like a simple solution was, in 2001, an innovative revelation. Despite the absence of a patent, the potency of the product and the credibility engendered by transparent disclosure proved invaluable. Consequently, I seized the opportunity to sell the formulation to a burgeoning company named “Nature’s Answer” for a substantial sum of $200,000, marking the culmination of a transformative journey fraught with challenges and unforeseen triumphs.
A/B testing is contingent upon having a foundational intuition about potential strategies that can yield positive outcomes. As a marketer, possessing keen intuition regarding the direction of the B test is essential for orchestrating effective campaigns.
Recently, I was presented with an opportunity to enhance the conversion rate for a dermatologist. Initially stagnating at a mere 2 percent, the conversion rate underwent a remarkable transformation following some insightful research. Discovering that our dermatologist held a teaching position at Columbia University, I strategically incorporated this prestigious affiliation into a dedicated section of the landing page. This simple addition propelled the conversion rate to an impressive 12 percent. Building upon this success, further investigation unearthed the dermatologist’s involvement in aesthetic procedures, including treatments for notable figures such as Miss Universe or Miss New Jersey. Incorporating this compelling information into the landing page elicited an even more remarkable surge, elevating the conversion rate to an outstanding 25 percent.
In a similar vein, when optimizing the Gold-for-IRA-Account-Website, I capitalized on the inherent credibility of renowned figures to bolster trust and engagement. By prominently featuring a video of Alan Greenspan, a staunch advocate for gold investment, I leveraged his esteemed reputation to instill confidence in visitors. However, the pinnacle of this strategy lay in the meticulously crafted video content, meticulously curated through extensive research, which served as a potent testament to the credibility and desirability of the offered investment opportunity. Even better is the video below that I put together after extensive research:
In the case of home security systems, establishing credibility and trust is paramount. For simplisafe.com, leveraging the logos of reputable entities such as the Boston Globe, NBC, or the Wall Street Journal, alongside endorsements from trusted figures like Jack Ramsey, proved instrumental in cultivating consumer confidence. The innovative design of the security system itself, ingeniously centered around the brain of a mobile phone strategically positioned to oversee the entirety of a household, further solidified its reputation for reliability and effectiveness.
Similarly, within the domain of hair transplant surgery, credibility hinges on a combination of accolades, educational background, and demonstrable expertise. Awards, alma mater credentials, and a surgeon’s extensive experience in performing hair transplants serve as foundational pillars of trust. However, the ultimate litmus test lies in the tangible outcomes showcased through before-and-after images. These visual testimonials speak volumes, with the emphasis placed on post-transplant results characterized by substantial hair density and natural-looking coverage. Addressing any shortcomings observed in previous procedures, such as insufficient hair density or visible scalp, is pivotal for maintaining patient satisfaction and trust. By implementing measures to enhance the density of hair grafts in subsequent surgeries, the surgeon was able to markedly improve outcomes, resulting in a surge in demand and bookings scheduled months in advance.
If marketers are out of touch, even the best strategies can fail. This is why Steve Jobs and Steve Wozniak were truly geniuses. They deeply understood their computer users and the societal pulse that valued innovation, beauty (calligraphy), freedom (remote work), empowerment, and a touch of nonconformity.
In 1984, Steve Jobs, Steve Wozniak, and Apple redefined the Super Bowl commercial, making it a cultural phenomenon. Watch it here:
Before 1984, no one watched the Super Bowl just for the commercials. That all changed with Ridley Scott’s epic Apple TV commercial. This is the story of the Super Bowl ad that revolutionized the advertising world.
While Steve Jobs and his marketing team loved the new Macintosh commercial, Apple’s Board of Directors hated it because it didn’t show the computer itself. After its first screening, a board member even suggested firing Chiat, the advertising agency behind it.
CEO John Sculley recalled the focus group’s reaction: “The members of the focus group just looked at each other with dazed expressions. Most of them felt it was the worst commercial they had ever seen.” Based on the feedback from just 10 or 12 out-of-touch people, Sculley instructed Chiat to sell their airtime to other advertisers. He also fired Chiat from future advertising projects. However, Jay Chiat, the mastermind behind the concept, quietly resisted.
Chiat had purchased two commercial slots: a sixty-second slot for the full commercial and a thirty-second slot. He sold only the thirty-second slot, claiming it was too late to sell the longer one. By airing the longer commercial, Chiat cemented Apple’s place in advertising history. The commercial spurred a wave of media coverage, with news shows replaying it as part of their coverage, leading to estimates of an additional $5 million in “free” airtime. All three national networks, plus countless local markets, ran news stories about the commercial.
Chiat wanted the commercial to qualify for upcoming advertising awards, and it won almost every possible award, including best commercial of the decade.
More than thirty years later, it’s still considered one of the most memorable television commercials ever made. See more about it:
The Evolution of Apple TV Commercials and the Power of Intrinsic Motivation
If you ever get a chance, read the book *Twenty Ads That Shook the World* for more insights into Apple TV commercials. As highlighted in the video above, Apple Computer’s famous 1984 Super Bowl Ad was a sixty-second mini-movie for the Macintosh. The story goes that Steve Wozniak offered to pay for the ad if Steve Jobs did as well, due to the Apple board of directors’ apathy. The creative genius behind the commercial was Lee Clow, executive vice president and creative director of Chiat/Day/Mojo, a Los Angeles-based agency.
Clow is known as the force behind some of the most remarkable U.S. ad campaigns in recent years. In one notable campaign for Nike, he showcased unidentified Olympic hopefuls in striking poses on massive billboards with minimal branding. Clow’s unique ability to identify and commit to successful ideas is driven by great intuition.
The Value of Intrinsic Motivation
Fostering intrinsic motivation is noble and virtuous. This principle applies not only to marketing but also to nurturing children’s ingenuity and originality. One of these children could grow up to be the next Steve Jobs or Steve Wozniak. In this context, marketing is both noble and virtuous, making the economy work much like how engineering makes physics work.
Staying in Touch with Customers
To stay in touch with customers, listen to them whenever and wherever possible. For instance, while consulting for Igethair.com, I monitored real-time website activity through Google Analytics. If the phone rang after a long site visit, I would rush to the reception area to listen to the conversation. This led us to create pages addressing common questions about costs and processes. Continuously monitoring social media, chat conversations, and competitor websites provides ample market research data. In 1999, while at National Semi, we predicted the iPad and Cloud Computing System almost a decade before their introduction, demonstrating the power of market research and competitive analysis.
Understanding Motivation
Shopping motivation is rarely purely intrinsic or extrinsic. For example, if you see a Dyson commercial but already own a new Shark or Hoover vacuum, you won’t immediately buy the Dyson. However, if your vacuum is old and ineffective, the Dyson might seem appealing. This blend of intrinsic and extrinsic motivations is closer to reality.
In digital marketing, assume that your landing page visitors are primarily intrinsically motivated and work to foster these motivations. Success depends on how well you can augment these intrinsic motivations.
Augmenting Intrinsic Motivation
Augmentation involves enhancing the customer’s intrinsic motivations. For example, if a TV commercial for the Ford Mustang appeals to you extrinsically, you’ll need intrinsic reasons to justify the purchase to your spouse. If your intrinsic motivations include reliability and special features, the salesperson should augment these by providing additional data and benefits.
Rather than replaying the commercial, the salesperson should highlight facts that reinforce your intrinsic motivations, such as the car’s longevity or special features. This principle applies to websites as well, where you need to intuitively understand and foster intrinsic motivations before visitors arrive.
Example of Digital Marketing
Consider a scenario where your electricity bill has skyrocketed since your son moved back home. Debating whether to get solar panels (an intrinsic motivation), you visit relevant websites. Effective digital marketing would involve understanding and augmenting this intrinsic motivation to convert your interest into a purchase.
Understanding and fostering intrinsic motivations, whether in person or online, is key to successful marketing. This approach not only drives sales but also builds lasting customer relationships.
https://us.sunpower.com/landing/solar-planet/
Notice both landing pages have bullets. Which one do you buy from? Most likely, you will buy from the one that will foster your intrinsic motivations for saving on your electricity bill better. No?
This is very simple. Yet advertisers still miss this. One recent solar TV commercial actually said “The installers are great roofers”. I’m sure you get the idea. “Installers are great roofers” is absolutely extrinsic to your intrinsic motivation. Instead, he could have said, “We can save you at least 50 percent on your electricity bill.”
Many great products are invented as a result of an inventor trying to foster his client’s intrinsic motivations.
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Ford once said, “If I had asked people what they wanted, they would have said faster horses.”
The intrinsic motivation of people at that time was to get to their destination faster. The invention of mass-marketed automobiles for the middle class helped create a virtue Circle that helped strengthen the US economy.
Conclusion
Persuasive Landing Page Design
A good landing page must persuade the visitor to submit his or her information. Here is how I propose doing it: Usually, educational landing pages work best. Selling has become a consultation process.
Image Selection
Image selection is also part of strategic content. They might be used to show that the future is bright. I like images that provoke positive emotions. Here are several examples:
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Emotions: Justice, Equality, Power, Strength, Peace of Mind, Playfulness, Family, Kids, Innocence, Hope, Bright Future, Active, Friends, Happy, Enjoyment, Diversity, Competition, Colorful, Outdoor, Nature, Ocean, Power, Sunset, Beauty,… (add your own).
One single chess piece facing all other pieces: Dark Horse, Underdog, Long Shot, Daring, Bold, Courageous, Fearless, Gutsy, Brave, Gritty…
Recently, I created a landing page for an Addiction Recovery Referral Center. I am hoping that the images I am using will instill a sense of hope and optimism in the visitor’s mind. http://perfectaddictionrecoverycenters.com/
I Will Never Do Google Ads Again!
Sometimes when I meet with a potential client, they tell me, “I will never do Google AdWords Again” I say why? They say we spent tons of money, but we got Bad Leads or No Leads.
After investigating more, I see the image below in my head. The potential client is in the middle, and their competitors are on the left and right. I cannot show you their website, but the image below is truly a good analogy.
Of course, you get bad leads and lots of clicks if you are the middle image (website). People might just click to find out why those shoes are so crooked, like a freeway accident. Have you ever been on a Freeway where cars slow down to see an accident? I might sound harsh, but this is a real issue. Notice it is not just the look; quality (content) also comes through the images.
Google AdWords is truly the most competitive shopping mall you have ever seen, but believe me, it works. I have seen the analogy above time after time after time.
Appendix: INTUITION IS NEEDED AND NOT LUCK: Mental (A/B) Testing
The Heart has its reasons, which the reason does not know. Pascal Pensees (1670)
Not Everything that can be counted counts, and not everything that counts can be counted. Albert Einstein
The most beautiful things in the world cannot be seen or even touched. They must be felt with the heart. Helen Keller
Seventy-two of the eighty-three Nobel Laureates in science and medicine implicated intuition in their success.
Intuition plays an important role in understanding people’s intrinsic motivations and, hence, fostering those motivations. Acquiring these intuitions for doing marketing is the key. What is intuition, and how can you acquire it?
In an experiment, chess grandmasters and novices were each shown the layout of chess pieces from an actual chess game. They were then asked to reproduce it.
The chess experts did so with 95% accuracy, and the novices with only 25% accuracy.
The same task, when repeated with the chess pieces arranged randomly, resulted in both experts and novices scoring around 25% in terms of accuracy of recall. Notice equally for both novices and masters.
This is evidence that chess grandmasters hold in their memory not only a set of patterns but also information about the significance of the patterns when they are not random.
“We don’t like their sound,” Decca Records said in turning down a recording contract with the Beatles.
“The telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.” Western Union Memo
“The telephone may be appropriate for our American cousins, but not here, because we have an adequate supply of messenger boys.” A British expert group evaluating the invention of the telephone
“The horse is here to stay, but the automobile is only a novelty.” A Michigan Banker advises investing in the Ford Company.
Back to the research data: the intuitive ability of an expert is derived in large part from the large number of patterns held in long-term memory.
For example, those chess grandmasters hold 50,000 patterns in long-term storage. These results indicated that the superior memory of experts is not photographic but requires arrangements of chess pieces that can be encoded using associations with the experts’ extensive knowledge of chess, typically acquired over many years or more of experience and practice.
Experts intuitive ability is also derived from their capacity to recognize the main environmental cues (Being in touch, which is perfect for marketing), rapidly match those cues to commonly occurring patterns, and respond in ways that lead to effective problem solving and decision-making.
Intuitive decision-making entails the use of experience to recognize key patterns that indicate the likely dynamics of a given situation. This is used in order to conduct the ‘mental simulations’ required, rapidly evaluate the alternatives (Mental A/B testing), and select a singular course of action. In other words, an effective mental simulation is more important than software doing random A/B testing.
By imagining people and objects ‘consciously and transforming those objects through several transitions’, experienced decision-makers are able to project how the present will move into the future and hence are able to make useful predictions.
The intention is to create mental conditions to facilitate the process of gathering new patterns of intuition for effective marketing and advertising in every situation.
Alex Katiraie
(424) 200-2328
To create a practical website that fosters buyer’s intrinsic motivation in UX design, let’s consider how each factor can be incorporated:
By integrating these factors into the UX design process, the resulting website will be tailored to foster intrinsic motivation, enhance user engagement, and drive positive outcomes for both users and the business.
Our research results show that those website visitors who rated themselves as controlled exert significantly less effort to complete the purchase or abandon their search than those buyers who did not. It may be that those visitors who had been controlled superficially complied by doing what was asked, but they also reacted against the controls by putting in less effort on the buying process than the subjects who got informational feedback.
To create a website that avoids triggering extrinsic motivations in users, let’s consider how to steer clear of factors that may induce feelings of control, pressure, and negative emotions:
By consciously avoiding these factors, the resulting website will prioritize user autonomy, satisfaction, and intrinsic motivation, fostering a positive and fulfilling user experience.
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