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Google Dictates Web Design

Google Dictates Web Design

We all play by the rules; Google's rules. Scan the web, and you will see website-after-website conforming to the rules. As search has grown in relevance, companies are doing everything in their power to rank high in Google. According to Marketo, "93% of B2B buyers...

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Fear Doesn’t Sell

Fear Doesn’t Sell

Fear is a powerful emotion. It's up there with joy, lust and anger. It's a basic, raw emotion that directly influences our behaviors. Fear triggers our fight or flight response. We don't like being scared, so we do whatever we can to avoid it. Many companies try to...

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Dog-Whistle Politics

Dog-Whistle Politics

Politics is a fertile ground for marketing innovation. The stakes are high, there's a lot of money in play and elections happen frequently. This has led to a rich body of persuasion research both in academia and the private sector. To win an election you have to shape...

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Customers Want Clarity Not Certainty

Customers Want Clarity Not Certainty

Nothing in life is guaranteed. We know that. We accept that. That's life. So why do organizations try to sell on ROI (return on investment)? It's as if they can predict the future, and guarantee their customers will have specific results. It just doesn't work that...

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The Power of Attraction

The Power of Attraction

Attractive people are more persuasive than ugly people, and the same goes for websites. Attraction is a well understood factor of persuasion.  Physically attractive people have a distinct advantage.  They appear more interesting, more influential and they can ask more...

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People Persuade Themselves

People Persuade Themselves

One of the great myths of sales and advertising is people can be persuaded to do things they don't want to.  Some sales people like to say, "I can sell ice to Eskimos."  As if to say, they can overwhelm their customers with so many arguments and benefits that the...

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