Are There Magic Buttons in Your Customers’ Brains?

Do you think there’s a magic button you can push in your customers’ brains to get them to buy? Do you think there are techniques you can use to get people to add something to their carts or to start to fill out a lead form? To make them buy more or inquire faster? Most neuroscientists would say no, there aren't any magic buttons or secret formulas. They think the brain is too complex for us mere mortals to figure out, that we won’t buy just because we’re told to do so or that someone knows how to crack the code, so to speak. Do you remember your first kiss? What about the last kiss you had — do you recall that? Good. Now tell me about all the kisses in the middle. Can you? No. Unless you’re a teenager, chances are you can’t. Why? Because the brain that buys (aka the old brain or the reptilian brain) is designed for efficiency. We remember the firsts and lasts but not necessarily the middles. Sure, maybe we can recall the climax of a movie or the turning point in our favorite novel, but the other stuff? Not so much. For the past couple of weeks there’s been a lot of drama in the press about whether you love your iPhone. Not love it in a jargon way, but love it like you love your wife and kids. While it’s a sexy topic in the media, it’s sadly given neuroscientists the perfect forum for proving that neuromarketing is a bunch of malarkey. In the keynote speech I'm giving at the Conversion Conference on October 20, I plan to give over a dozen proven ways you can get consumers to buy or inquire without breaking the bank. I’ll talk about the good parts of neuromarketing — the stuff that really works, not the stuff that just sounds good. I’ll show you that although there may not be one button that you can push to get people to purchase, there are lots of things you can do to stimulate the action you want and need to grow your business. You’ll learn the following: Why you need to pay special attention to the first page that the user sees. If you don’t, you probably won’t be all that happy with your bounce rate. The first two seconds (yes, two) are critical. What are you doing to get users to stay and/or come back quickly? If the secret formula to your web success is your first impression — and your last impression — what are you doing to make it special (read: aggressive)? How about to make the user take the next action? Deadlines are critical for the buying brain. Deadlines work because they create urgency and cause people to focus. They're especially effective online because they combine the user’s need for speed and the self-service aspect of doing anything online. They’re the end part of your beginnings-and-ends formula for success. Action directives are also critical. Action directives (i.e., embedded commands) tell people what they're supposed to do on your site: click here, buy now, add to cart, proceed to checkout, sign up for our FREE newsletter/webinar/podcast/whitepaper and so on. A lot of consultants will tell you that you don't need them, that users are so sophisticated now that they don’t have to be told what to do. That’s completely bogus and only said by folks who clearly have no understanding how the brain works (or have ever had to ask someone to take out the trash). And much, much more! So don’t delay, sign up for the Conversion Conference today! If you sign up now (as in right this very minute) you’ll get $400 off the at-the-door price. Just use the code ROI. I guarantee you won’t want to miss out. There are dozens of great speakers, including the infamous Steve Krug and inimitable Tim Ash, and the food is usually pretty tasty too! You’ll find out why the food part is important at my session, but only if you come. So sign up today. Here’s that link again. You don’t want to miss out!

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Are There Magic Buttons in Your Customers’ Brains?

Amy Africa

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Amy Africa