psychology

When Irony Looks Like You’re Trying to Trick Your Audience

I recently saw an ad on Facebook from a marketing coach who was marketing to marketers.  He used a clickbait headline about how content marketing and funnels are dead.  I immediately saw the irony, and so did a good percentage of his audience.  The comments were a real grab bag, with some advocates and some [...]

When Irony Looks Like You’re Trying to Trick Your Audience2019-07-16T21:52:18-07:00

Email Marketing: The Personality Behind Your Pitch Emails

If you’re looking for advice on how to write pitch emails, there is no shortage of people out there with opinions.  Pros will give you a style and a template to follow.  Recipients and editors will make suggestions for how to tweak your copy.  Today, I want to frame this differently.  There isn’t one right [...]

Email Marketing: The Personality Behind Your Pitch Emails2019-06-13T20:41:40-07:00

5 Strong Words That Position You with Power

Last week we explored five weak words that sabotage your marketing power.  In marketing, sales, and negotiation, power dynamics play a huge role in the outcome.  The message you send with the words you choose goes a long way in positioning yourself.  This week, we will look not just at how to avoid a weak [...]

5 Strong Words That Position You with Power2019-06-25T00:41:31-07:00

How to Increase Sales with Levels of Offerings

As business owners and marketers, we build awareness, create impressions, and show our customers that we have a solution to their pain point.  Eventually, we get to the moment where our customers have to evaluate whether they want to buy what we are selling.  This can be a scary moment. It may feel like you [...]

How to Increase Sales with Levels of Offerings2019-06-26T01:12:19-07:00

The Psychology of Marketing – Priming Your Message

Marketing a business is more than one message, one time.  Marketing is the sum of all the messages you send, and any one message probably has multiple messages within it.  What this means is that your marketing is best approached as a long-term, strategic plan that piles one message upon another until your audience is [...]

The Psychology of Marketing – Priming Your Message2019-06-26T01:56:12-07:00

How to Attract the Right Customers (Part 4: The Meaning of Colors)

In this blog series we are reviewing how to attract the right customers with the marketing you do for your business.  So far, we have addressed using values to reach your customers in part 1, using tone to attract your ideal audience in part 2, and using keywords to hook your audience in part 3.  [...]

How to Attract the Right Customers (Part 4: The Meaning of Colors)2019-06-26T02:26:51-07:00

What Your Customer Thinks When They See Your Brand

Every week I do improv comedy. And I see a lot of improv comedy shows. If there is one thing that I have learned about people (improvisers and theater goers) through this activity, it is that we make snap judgements. As a marketer, I know how important it is to utilize the patterns of these [...]

What Your Customer Thinks When They See Your Brand2019-06-26T22:52:15-07:00

How to Make a Strong Call to Action

When you make a call to action, provide a clear outcome of the action. Many people get stuck in a loop of decision making that prevents them from responding. This loop is known as “action paralysis.” Research shows the response rate can be DOUBLED by explaining how the action will have a positive impact. Example: [...]

How to Make a Strong Call to Action2019-06-27T01:20:40-07:00

The Psychology of Typeface

Psychology plays into marketing, even in the smallest choices. This week, let’s talk about the psychology of typeface. Different typeface and font choices conjure specific reactions in a reader. Serif fonts – like Times New Roman, Georgia, or Cambria – have a level of formality best for the content body. Sans-serif fonts – such as [...]

The Psychology of Typeface2019-06-27T01:29:23-07:00

Using the Recency Illusion in Your Marketing

Have you ever seen something for the first time – and then all of a sudden you see it EVERYWHERE?! Maybe a new word or a person. This happens to me sometimes, and there is a term for it: the “recency illusion.” If you have experienced this phenomenon, think about how powerful it is. The [...]

Using the Recency Illusion in Your Marketing2019-06-27T01:48:14-07:00