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Take a software geek from the 80s, add a new generation graphic designer and dilute with a long time marketing strategist. Shake vigorously and you'll get the Idea R's blog.

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My reviews on the subject...

Really well written, by one of the Google Analytics creators, Advanced Web Metrics with Google Analytics is a complete guids on the web analysis topic.

Do you have to build a landing page? Which are the best strategies? How to get the resources? Hot to measure the success and the ROI? Landing Page Optimization is the book to read, but I warn you that being this book a complete reference, sometimes especially when it comes to statistics, it becomes a little bit "hard" to read.

The Copy Book is a historical collection of the most interesting and most famous copywriting works, an inspirational big book that I consult with pleasure.

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Mental marketing secret #2: the lie detector

Mental marketing secret #2: the lie detector

After the first Mental Marketing secret, we have now established that we can apply mentalism to advertising.
Are you ready for another secret? Let's see how an hypnosis technique can amplify the persuasiveness of your marketing campaigns.

The lie detector 

The starting point is a treaty about hypnosis (Patterns of the Hypnotic Techniques by Milton H. Erikson) where the famous American psychotherapist studies the cognitive processes from the movements of the eyes. In mentalism these techniques are used to understand if the spectator is lying (you can imagine the countless applications). 

Without going into detail, Erikson divides people into three categories: 

  1. Those who are more likely to watch.
  2. Those who are more likely to listen.
  3. Those who love to talk to themselves

How does this apply to advertising? 

It's important to keep in mind the cognitive processes of all our potential customers.
The most common mistake is to create campaigns for only one of the 3 groups, usually the one which we belong, losing effectiveness with the remaining two thirds of the audience.
The first group of people is more attracted by the pictures, the second one by music and words. Finally people that belong to the third group love to argue and imagine. 

For example, if we have to sell a glass: 

  1. We have to show the shining, the play of light and the exquisite craftsmanship of the glass (for people that like to look at).
  2. We then gently tap the rim of the glass to hear the sweet sound of the crystal (for people predisposed to listen).
  3. Finally we say "Imagine how this glass would look good on your table" (for people who love to talk to themselves). 

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How does this apply to web marketing?

Also in this case it is important to use all possible tools to reach out the 3 types of visitor, without neglecting any.
On a e-commerce web site, when we have to show a product: 

  1. We have to use a lot of images (for people that like to look at).
  2. We have to attach video tutorials (for people predisposed to listen).
  3. We have to provide technical details and comparative tables (for people who love to talk to themselves). 

In the future, when a magician will tell you "your card may be red", do not be surprised if he'll be watching intently into your eyes.

See also

Mental marketing secret #3: the unconscious buddy

Another mental marketing secret: may be you know that sometime magicians use buddies, but frequently these buddies are not aware of that.

Mental marketing secret #1: the fake compromise

Can mentalism influence marketing? As a marketing professional and a long term magician, I will reveal you some tricks.

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