Mind Readers (Part 1)

“When people read websites, there are a whole host of psychological mechanisms at work. It is not just the words on the website, but many other factors (some of which your readers will be unaware) that can have an effect on an opinion of your product or company,” explains psychologist Hannah Voss.

“Understanding the psychological processes involved in marketing can allow copywriters to implement more successful strategies, to ensure that people read your website more thoroughly. Below are some stratagems that can be used to attract and keep readers’ attention, coupled with an explanation of why they work from a psychological point of view.

PSYCHOLOGICAL TRIGGERS

“The words on your website can create surprisingly strong emotional reactions in readers, and psychological triggers are an important way of getting your potential customers on board with what you’re trying to tell them.

A psychological trigger can be just a few words, but words which tap into a familiar thought process which customers associate with something positive (or at least tap into familiar thought processes) will encourage customers to continue reading your website.

On-line Security is of paramount importance to most people. Therefore, if you are selling something on your website, let people know what security measures you have in place. Even though they may not necessarily be looking for good online security, the fact that you’ve told them about it will predispose them to a positive attitude towards your website (letting the reader know that you have similar concerns and priorities to them.)

There are many such psychological triggers, and it all comes down to the information you would like to know if you were looking at a company’s website. Figuring out what a customer would want to know and writing it down clearly, is the best way to create lots of psychological triggers that will build up a positive impression of your website when people read it. Having clear pricing on services and products, stating how your product can make the consumer’s life better and complimenting your customers, are all ways of creating psychological triggers.”

Next Blog: SOCIAL PROOFING

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