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Creating Hot Buttons that Make People Buy - with Susan Bratton (7:53)Dr. Ralph F. Wilson , Web Marketing Today - Aug 23, 2011 |
In this video interview, the SES Conference San Francisco keynote speaker Susan Bratton shares the four realms of persuasion marketing that have transformed her ability to sell her info products.
"When customers come to your website," says Bratton, "you must convince them that your product or service can solve their problem." Each of these four realms contributes to that process.
- Neuro Marketing, understanding the psychological triggers that hook customers and encourage sales.
- Copywriting, the art of writing persuasive copy. She found help with templates developed by David Garfinkel, FastEffectiveCopy.com. One key is to learn to enter the conversation that is already going on in your customer's mind.
- Storytelling, using endorsements and testimonials, and telling stories of people whose lives have been helped by using your product or service.
- Structured Communication, leading your customers through a sequence of emotions that move them from disbelief to the possibility that your product can help them.
The beauty is, says Bratton, that once you learn these things, no one can ever take it away from you; you have it for life.
Susan Bratton is the co-founder of Personal Life Media that helps men learn how they can have great relationships with their wives. She was the keynote speaker to kick off the SES Conference in San Francisco on August 16, 2011, where this interview was recorded.
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