We believe every website should create the WOW factor. It should be professional and also create a sense of credibility and trust. However, we also believe conversions or sales happen after the visitors read the content. Very rarely the visitor buys only after the WOW factor. In fact WOW factor without persuasive content (or the WOW content) comes across as the EMPTY SUIT factor. We focus on both the WOW factor and also the WOW content.
Online selling and marketing is more about making a promise and delivering a fulfilling experience. The notion of UX/UI Design is vast and perhaps is best explained by examining an array of advancement in the field of psychology, persuasion, and economics. We believe majority of purchases on the Internet is based on visitor's intrinsic motivations and hence understanding intrinsic motivation theory is very vital to a good design.
Internet Marketing Strategy – Conversion Optimizer Strategy
Alex Katiraie (424 -200-2328), BS EE, MSEE, BA Econ, MBA, UC Irvine (absolutely the best)
“You’d better learn secretarial skills or else get married” Modeling Agency, rejecting Marilyn Monroe in 1944
“You ought to go back to driving a truck” Concert Manager, firing Elvis Presley
“Can’t act, can’t sing, slightly bald, can dance a little” A film company’s verdict on Fred Astaire’s screen test
Once you finish reading this guide, you will realize why those quotes are relevant. This document discusses my Internet Marketing Strategy. The material in this document is original and it is based on my 16 years of research and experiences in the field of Social Psychology, Internet Marketing and Social Media. When I interview with a potential employer, they usually ask me to prepare a preliminary business plan. This document can serve as a qualifying business plan. The best business plans introduce new methods and concepts but tested. This is such a plan tested for the past ten years. I will show that if this plan is applied correctly, it might lead to innovation if there is an opportunity to improve and enhance services or products. There is also a new conceptual method for Branding Online. I have been researching and studying Branding for the past 20 years. Branding is one of the most impervious and enigmatic marketing concepts. How do you brand effectively? I believe a better question would be what can be branded to begin with. I believe I may have made a dent!
Promoting a website is exactly what I do and I do it in many different ways. My main focus is UX/UI Design, Google Analytics, and marketing content. SEO and SEM are only part of the strategy. If you create a website that has all the ingredients of good user experience (and high conversions), the SEO happens naturally. I have witnessed this time after time after time. Google algorithm credits your website for good content and the fact that it keeps people engaged (naturally). Google measures all of these in its algorithm.
Marketing does not mean promoting bad products. This is not a plan to market bad products successfully. On the contrary marketing means making sure good products or services will have a fair chance. I will show that in fact the right approach to selling and marketing is Noble and Virtuous and hopefully will lead to innovation and branding if there is room for improvement.
Does my strategy work? During the past ten years I have implemented the strategy described below to several websites, social media, or landing pages. I have several references from my past clients that in fact it does work. By applying this strategy for a hair transplant Surgeon, I was able to get him booked 3 months in advance. As a case study, we will analyze the marketing for Hair Transplant practice in more detail. At the start, a good Santa Monica Dermatologist was seeing only 10 or 12 patients a day. He also achieved a record of 35 to 45 patients a day after only 6 months. An experienced Plastic Surgeon accumulated more than $5,000,000 worth of surgeries in span of 10 years.
After creating this business plan I had a sense of gratification. After reading this plan you will get a better feeling about what marketers do and what they try to achieve. Those TV commercials you see take a long time to make. Many long hours go to plan them. Those copies you read take a long time to write. And once they deliver for the client, it’s most gratifying. I hope I have created a sense of appreciation for what we do or accomplish for our clients.
And finally a bit about me; I have never felt so great and motivated. I am spending part of this summer finishing this plan and taking a bit longer vacation after 16 years of relatively nonstop working. I feel lucky to have been able to serve not only great clients but truly good people and I am very upbeat about future of Internet Marketing and Social Media. I am optimistic and enjoy life to fullest. My greatest joy in life is to see your business phones are ringing nonstop and your business is growing like crazy. I am extremely confident that it will happen. Here is how and why:
How to increase sales and conversion rate:
If a visitor goes to your website, this is mostly because of intrinsic motivations. This is different from the past TV and Radio commercials which were mainly based on extrinsicmotivations. Intrinsic motivation is when you are motivated within. For example you are naturally good at playing piano and you love doing it. This is pure intrinsic motivation. Or you need a bike since your car is broken for couple of days. Extrinsic motivation is when you are motivated or even pushed by factors outside of your own true desires; TV commercials, coupons …
In the past (prior to Internet) we used to shop mainly by persuasive ads in newspaper and TV commercials. This was mainly extrinsic motivation shopping. TV commercials persuaded us that we can use a better Vacuum Cleaner, or better TV, New Mattress, Refrigerator….. This was extrinsic motivation selling. All good!
I like to also emphasize that I am not at all against extrinsic motivation selling or shopping. Some ads, commercials are actually very informative and can foster the initial intrinsic motivations. Extrinsic as creating awareness is beneficial. As we will show below some extrinsic motivated selling or TV commercials actually foster intrinsic motivations of the buyer (ex: TV commercial for the IT school described below). For now we discuss intrinsic and extrinsic motivation shopping separately to make the concept easy to understand. Later in this document we will show that most shopping is actually a combination of both.
Internet changed things for better. In a dramatic way, Internet made us more intrinsically motivated and better informed. If we are searching on the Internet using Google or Yahoo, we are mostly intrinsically motivated. But, implications of Intrinsic Motivated and Extrinsic Motivated Shopping are very different for the seller or website owner as I will show below. Let me give you two very different examples.
You loved the TV commercial for Dyson Vacuum Cleaner. You found out Home Depot is selling it. You make a trip to Home Depot. Once in Home Depot you find out where they are located or stocked. You pick one and you pay and you are done. Simple! Since a persuasive commercial or ad was involved, this was extrinsic motivated shopping.
Let’s look at our second example. Imagine you need a shoe for the coming rainy days. Once inside one of the shoe stores you describe the type of shoe you want. If they have the shoe, you pay and you go home. Awesome! The second example relates to Internet shopping when you are intrinsically motivated. You saw no commercials, Newspaper ads or coupon. You just intrinsically need it.
Analysis: In our first example the seller or the marketer had to make sure they had enough Dyson Vacuum Cleaners in stock. That is all! True? And your job was to find out where Dysons are stocked. Simple! Most of the marketing was done by the persuasive commercial.
In second example, when you are intrinsically motivated, the seller might have a challenging time. He is lucky if the shoe is right there in the store window. What if the shoe is hidden in the back of the store? Things are not as easy as our first example. The seller has to understand what you need by answering your questions or asking his own questions. The sooner he understands the better. This is the essence of Intrinsically Motivated Shopping. Please try to see things from seller’s point of view. Try to figure out what the seller should do (marketing-wise) if someone enters with intrinsic motivations. Giving what the visitor wants quickly and effectively is the answer. But only one of the answers! There are more!
Let’s make the second example (intrinsic motivated shopping) a bit more interesting. Let’s call the type of shoe you like JAZY. You had JAZY shoes previously but they are now old and worn out. You believe it is a good shoe and that is why you want to purchase it again. Now imagine the helper said: We have JAZY in stock but before I get it for you, let me tell you all the good things about the new JAZY Style. Now your eyes twinkle. It seems you have always been right about JAZY. If you bought it in the past you have made the right decision and you are about to make another correct decision by buying JAZY again. Perhaps not even knowing, helper is fostering your intrinsic motivations. The more he/she tells you how good the newer JAZY STYLE is, the better you feel. The example also assumes that JAZY is actually the best in the market.
Usually we have more than one intrinsic motivation. In the case of shoes another intrinsic motivation might be that it must have Gore Tex. Gore Tex stops rain from getting inside and yet the shoe is breathable. Awesome technology! Let’s say the helper said the new style of JAZY has Gore Tex material that covers all around the shoe and not just only the tip of the shoe as it was before. He/she just fostered your second motivation perhaps not even knowing.
A good marketer will attempt to identify all of your intrinsic motivations before you walk into the store or visit the website. We will show how. What if you see the commercial for Dyson and you want to know more. You go on Internet and search for more information. Say you want to know the Wattage of the Dyson (power of motor). The commercial did not say anything about the wattage but from past experience you know the higher the wattage the better and more power. This is pure Intrinsic Motivation. If the Dyson commercial creator knew that Wattage was an important Intrinsic Motivation, he would have put it in the commercial. In fact If Dyson Wattage is the highest; this is an excellent factor in selling Dyson. Sometimes there are ingenious slogans that foster our intrinsic motivations.
Who wouldn’t want his coffee not to last good to the last drop? In our Plastic Surgery landing page we said: Plastic Surgery is Triumph over Adversity. We got extra 20 calls in that week. Why did it work so well? This means nature did not intend for a person to have a small chin or funny looking nose. You have done absolutely nothing wrong to have them. This is just an adversity that a person can overcome easily. If a person is thinking about plastic surgery or evaluating his/her options with plastic surgery, he is dealing with his/her intrinsic motivations. The intention of nature, or what the neighbor might think, is extrinsic. I hope I am clear.
Only during the past 10 years I learned and appreciated the strategy of fostering intrinsic motivations of the buyer or the website visitor. But every website is different. Finding exactly and completely all those intrinsic motivations is the challenge.
Now let’s do the opposite. You have entered the shoe store and you have given the helper all the information about the type of shoe you are interested in. The owner or the helper understands what you want; however, you feel they are trying to sell you a type of shoe that is not exactly the same as JAZY. Or they say: if you buy this other shoe (kind of similar), we are offering 10 percent more discount or coupon. Or they say: the type you are looking for is not good enough for rainy days but we have better. But you don’t see that they are better and our example assumes that JAZY is actually the best. You are now confused. They just told you that your last decision to buy JAZY was wrong! We call this fostering extrinsic motivation while you are intrinsically motivated. That’s a disaster in a website or its advertising. Avoid them totally!
Those who use competitor’s name in their Google AdWords keywords section might identify with this. Clients tell me “I never sold even one item by using competitor’s name in my advertising in Google”. DON”T DO IT! It is neither noble nor virtuous. Google will only stop it if your competition has trademark on the name or keyword. Even yet, you should not do it. Another example is those commercials that say economy will soon crash and banks will fail. Or commercial that says Fed has fumbled the interest rate again. As if they are smarter than Janet Yellen.
What else can do damage? Let’s say a website claims to have the thickest cashmere sweater. You look at the image and you realize that you can recognize the color of the shirt under the sweater. You ask yourself: how can this be the thickest cashmere sweater if I can see the color of the shirt under? A very similar effect happened with hair transplant images where you could see the scalp under the new transplanted hair. That is No, No also. We fixed that by asking our Hair Transplant Doctor to double the hair grafts. He did!
Said a tiger to a lion as they drank beside a pool, "Tell me: why do you roar like a fool?"
"I am not a fool," replied the lion with a twinkle in his eyes. "They call me king of all the beasts because I advertise." A rabbit heard them talking and ran home. He thought he would try the lion's plan, but his roar was a squeak. A fox came to investigate-and had his lunch in a quick.
The moral: If you don’t have it, don’t advertise it! (Old Fable)
What are the other factors for fostering intrinsic motivations?
If a visitor goes to your website or landing page and leaves without calling you, he feels disappointed. You might think he wasted your advertising money, but he feels bad. Of course each website is different, but at the end of the day the science applies the same to every type of intrinsically motivated shopping. All these seem very simple. However, in practice it is an art to make sure the website is doing what it is supposed to do. We call it the art of User Experience (UX) or User Interface (UI) design that helps with increasing conversion rate. Marketing is more a mix of art and science than guess work.
When I started consulting at Igethair.com, I absolutely had no idea what hair transplant was or how it was marketed. I had no clue that it is actually a very sophisticated surgery. But in less than a month I realized visitors were more interested in intrinsic factors described below. All Simple!
The website was also effective to portray that the future was bright for hair transplant candidates and it brought them success in their profession, social events…and perhaps even more fulfilling relationships. In summary, the success of any website or landing page depends on several main intrinsic motivational rules.
Future is bright! Extrinsic Motivated Commercial Fostering Intrinsic Motivations
Recently I saw a commercial on TV for a well-known IT school in Los Angeles. The commercial did not show the IT school, its building, the labs, and the staff. It did not show the thickness of the IT books. This awesome commercial began by showing a relaxed young man in a seated position as if he was talking to Larry King. He was complaining that in college he could not register for all the courses he was interested in.
He continued to discuss the IT school he attended with enthusiasm and smiling face. While he was talking, the commercial showed his kids in a nice house. The commercial showed they were playing with nice (kind of expensive) toys. Then it showed a huge power boat parked in his driveway. Then it showed his wife (an attractive woman) talking about his success.
Just AN AWESOME AD! FUTURE IS BRIGHT!
If you are intrinsically motivated to attend or go back to school, making you imagining the bright future after the school was the essence of the commercial. It certainly fosters your initial intrinsic motivations.
If you website or social media can successfully portrait that future will be bright (or make the visitor imagine that the future will be bright) after buying your product, your website or social media has done it. In reality accomplishing this is truly a mixture of art and science. I sometimes use images, video, content, and testimonials to bring this effect.
A New Branding Concept – The Logical Biconditional, Bidirectional, or Duplicate Effect
I believe Branding has direct relationship in portraying a bright future and vice versa. If you think about it, every successful brand has done this in our imagination with its own unique personality that we call Brand Identity. If I wear Rolex, it brings a brighter future. If I drive a Ferrari, it will guarantee brighter future. AND VICE VERSA meaning I also buy Rolex knowing the future is bright anyhow. This is the essence of Bidirectional Logic. Imagine next week your boss will give you the best news of your life that you have been waiting for: “You will be Vice President”. How many of us rush to buy that Rolex or Louis Vuitton Handbags? Imagine you have that inside information that the stock of the company you own and/or you work for will split and you will be making 1000,000 Dollars. How many of us will rush to buy that Ferrari? You will not buy a Hyundai…will you? Nothing against Hyundai; just knowing that Ferrari is better recognized Brand than Hyundai. All good!
Guaranteed Bright Future ------> Rolex Brand
Or, we buy the Rolex because we believe it guarantees a brighter future! If I wear Rolex, my fiancé family accepts me better and hopefully she will get married.
Rolex Brand ------> Guaranteed Bright Future
I believe that is why Brands are so powerful. They have logical bidirectional or duplicate effects.
Brands <------> Guaranteed Bright Future
When you try to brand your service or product, it starts with first proving it will bring a brighter future. The hardest part is the other way around meaning guaranteed brighter future but you still buy the Brand. By now we hope that we agree that Hair Transplant will bring a brighter future or at least for those who believe in it.
Get Hair Transplant -----> Guaranteed Bright Future
Now let’s examine its duplicate or bidirectional effect to see if it can become a Brand. To make Hair Transplant a real Brand is when we know for a fact that the future is bright but we still get the Hair Transplant. This is when we know for sure we will be the Vice President and then we go and get the Hair Transplant.
Guaranteed Bright Future -----> Get Hair Transplant?
Notice something is not quite right. Not many of us prize ourselves with Hair Transplant or do we? That is why Hair Transplant perhaps might have a challenging time to become a Brand. Look at Bosley Hair Transplant. Is it really a brand? Have you ever heard someone prize himself with a Bosley? Say you are planning to get married next Year (6 months from now). Your future wife is persuading you to get Hair Transplant for the wedding (shallow but just keep going). Future is bright anyways. Do you pick Bosley? This might sound funny, but millions of Dollars are spent on advertising by Bosley so it can become a Brand. Let’s pick a simpler example. How about Tide?
Tide <-------> Brighter Clothing
Do you see the bidirectional effect? Meaning you buy Tide to make sure your clothing gets brighter does not matter if they are bright or semi bright. This means
Tide ------> Brighter Clothing (makes any type brighter); this is just because of power of Tide
But, do you also buy Tide if you own expensive bright type of clothing to begin with?
Expensive Good Quality Bright Clothing ------> Tide
Aren’t we a bit more careful when we want to clean expensive bright clothing especially when they are good quality? What if Tide is a heavy duty detergent and might damage soft quality clothing? Notice one of the directions is no longer valid:
Expensive Good Quality Bright Clothing ---/////---> No heavy duty Tide
The Tide example says if Tide was a heavy duty detergent that only made clothing brighter but might damage good quality clothing it cannot be branded. Since Tide is powerful and yet gentle on quality clothing, it is a great Brand. The logical Bidirectional effect holds for Tide beautifully.
Swedish Absolute Vodka was able to create a very successful brand in late 80’s and 90’s with the Yuppie crowd as sign of higher status (the look of bottle helped). You drink Absolute because it is a good quality Vodka. It has been filtered several times compared to other Vodkas. Let’s just say for simplicity drinking Absolute Vodka makes you feel good.
Drinking Absolute Vodka -----> Makes you feel good
Here is a good question to ask when thinking of Branding. Let’s say you feel good today. You got a good news or just happy today. Do you choose Absolute or Stolichnaya in the happy hour next to your high status Yuppie friends?
I feel good today ------> I choose Absolute and not Stolichnaya vodka with my Yuppie Friends
It seems only Absolute has been able to create a Bidirectional logical condition or:
Drinking Absolute Vodka <--------> Makes you feel good
Every product demands its own personality (Brand Identity) how it can portrait a bright future.
How do you do this in a website? Testimonials create the bidirectional effect
Have you ever seen a commercial for Google on TV? Radio? So why is Google such a powerful Brand if branding is only achieved by TV advertising as is taught in marketing text books? It is now no secret Google is by far the best search engine or Google produces good search results.
Google -------> Will always give Awesome Search results
Notice the Bidirectional as we defined it. How?
If you want Awesome Search Results -------> Choose Google?
How? This is mostly done through testimonials or the viral effect. Google example shows that you don’t need commercials to create a brand. You just need an awesome website, landing page or other Twitter or Facebook posts that can create the viral effect as Google, Amazon, eBay …did. I have been able to create the viral effect twice in my career. Here are two examples. Both videos went viral in Facebook Post. Facebook gives Number of Views under the Video. Anything above 1000 I consider small viral effect.
http://uxdesignseo.com/Videos/miracle3.mp4 and http://uxdesignseo.com/Videos/Nuggets-Addiction.mp4
If you have a Gem like Google or eBay, creating viral effect is easy and almost automatic. Once you have a more competitive service or product such as plastic surgery or addiction recovery, creating the viral effect is very hard. The more creative you are the better. The addiction recovery animation Nuggets is truly a great example of creativity.
Trust and Credibility - A/B testing works only with the right intuition
In winter of 2003 I created an all organic cleansing liquid where the main ingredients were powerful Herbs. I was good at creating new websites and hence got into business quickly. In 2003, at the very start of Google AdWords, I paid only 5 cents per advertising clicks. I sold a unit after every 30 or 40 clicks. My cost of advertising was approximately $1.50. Since my product was selling at $9.99, even $1.50 was too much. I then changed the website homepage or the landing page overnight hoping for reduction of advertising clicks or better conversion rates. I wanted to sell after 5 or 6 clicks not 30 clicks. Changing the content of the homepage did not reduce my advertising cost. I changed it again, again, again, again, and again… None of the A/B testing worked. I remember the best I achieved was only 25 clicks minimum. Since advertising cost was not improving, I totally gave up! I called my lawyer and canceled the patent for the product. I changed the homepage to mention the name of Herbal ingredients (just from my good heart) with no fancy images or graphics. For every herbal ingredient, it also showed evidence of their effectiveness from the pages in the old herbal medical book. It also showed what pathogens they were supposed to eliminate. There were no fancy parasite images, no fancy graphics; it became a totally bland homepage.
By mistake I did not stop the Pay Per Click advertising with Google AdWords. It kept on running. In next two days I sold 20 units. I sold based on 6, 7 or 8 advertising clicks. It worked! I remember I was shocked. I could not believe what was happening. Going from 30 clicks to only 6, or 7 clicks with a bland homepage deserved a thorough analysis. Having a keen interest in marketing and behavioral sciences forced me to research for deeper clues that perhaps can be applied to every website. The new homepage by mentioning the ingredients and also bringing evidence of their effectiveness created credibility and trust.
A/B testing works only if you have an intuition about what can work and what might create better credibility and trust. I did not have an immediate intuition in 2003. Just placing different parasite images and hoping the B test or the C test would do was not sufficient. As marketer, you have to have a good intuition what the B test should be. Make sure you read the Appendix. The main theory on intuition is in the Appendix.
For Gold-for-IRA-account-website placing the image of an Ex-Federal Reserve board member worked. He did in fact promote the Gold for IRA account. It had merit. His image and his recommendation created an instant credibility and trust. For a home security system (simplysafe.com) the logo images of Boston Globe, NBC, or Wall Street Journal and also Jack Ramsey worked and created credibility and trust. The security system from simplysafe.com is truly unique, ingenious, and beneficial. It is actually a brain of a Mobile Phone in middle of room covering the house. It is reliable. The product itself should be good to begin with.
For a Hair Transplant Surgeon, his awards, or name of school he graduated from, or number of Hair Transplants he has done over the years (experience) created credibility and trust. More important are the images of before- and-after-hair-transplants. Are the after images full of hair or just a little hair? A little hair did not do it for us. In some images you could almost see the scalp under the new transplanted hair. We made sure Doctor doubled the number of hair grafts he applied in future surgeries. It worked! That is why he was booked 3 months in advance. People called and after finding out that they had to wait 3 months before they get their surgery, they would hang up on us angrily. Please notice A/B testing can also test what image or content can portrait a bright future and not just test trust and credibility. You can test different images but your intuition should tell you what the B image should be.
Being in touch with attitude, social perceptions of your website’s visitors or social media, their current general mood helps with fostering one’s intrinsic motivations
If they are out of touch, even the best of the best (ex: Apple's Board of Directors in 1984) can be wrong. This is one of main reasons why Steve Jobs was truly a genius. He was generally in touch with his computer users and pulse of society that appreciated beauty, freedom, strength, empowerment, maybe even a bit of nonconformity, and innovation. In 1984 Apple defined the Super Bowl Commercial as a cultural phenomenon. Please Watch:
Nobody watched Super Bowl just for the sake of the commercials before 1984. But Apple epic TV spot, directed by sci-fi legend Ridley Scott, changed that. Here is the story of the commercial that rocked the advertising world.
Although Jobs and his marketing team loved the commercial, Apple's Board of Directors hated it since it did not show the new computer itself. After seeing the commercial for the first time, a board member suggested that Chiat (the responsible advertising agency) be fired.
CEO John Sculley recalled the reaction after the commercial was screened for a focus group. He said: "The members of focus group just looked at each other with dazed expressions. Most of them felt it was the worst commercial they had ever seen. Based on that focus group (only 10 or 12 people) and not his own intuition Mr. Sculley instructed Chiat to sell off the Super Bowl airtime to other Super Bowl advertisers such as Pepsi, Coke or whoever wanted to get it out of their hand. Scully fired Chiat from future advertising. But Jay Chiat, the genius behind the concept, quietly resisted on this one.
Chiat had purchased two commercial slots. He bought a sixty-second-slot to show the full commercial plus a thirty-second-slot. Chiat sold away only the thirty-second-slot and claimed it was too late to sell the longer one. By running the commercial Chiat cemented Apple's place in advertising history. When the commercial aired it spurred a wave of media coverage that involved news shows replaying the commercial as part of covering it, leading to estimates of an additional $5 million in "free" airtime for the commercial. All three national networks, plus countless local markets, ran news stories about the commercial.
A week after the Macintosh launch, Apple held its January board meeting. The Macintosh executive staff was invited to attend, not knowing what to expect from the irrational board. When the Mac people entered the room, everyone on the board rose and gave them a standing ovation, acknowledging that they were wrong about the commercial and congratulating the team for pulling off a fantastic launch. I also believe they rehired Chiat. Chiat wanted the commercial to qualify for upcoming advertising awards and sure enough it won just about every possible award, including best commercial of the decade.
More than thirty years later it's still considered one of the most memorable television commercials ever made. See:
In general, I believe, fostering one’s intrinsic motivations is noble and virtuous. I am not just talking about marketing; especially about intrinsic motivations of children who show any sign of ingenuity, and originality. It’s just about looking at the bigger picture in life and not just marketing. One of them grew up to become Steve Jobs. When two people are in love, their feelings for each other are pure intrinsic. Isn’t fostering this love affair noble and virtuous? Hence, in General fostering any benevolent intrinsic motivation is noble and virtuous. Hence marketing in correct way is Noble and Virtuous. Can you think about any other Intrinsic Motivation that fostering it is noble and virtuous? How about creativity? The work President Carter is doing in Habitat for Humanity? Helping US economy grow faster?
So how do you strive to be more in touch?
Believe it or not the answer is very simple. Listen to your customers whenever and wherever you can even when they call for the first time. When I consulted with Igethair.com I had a small office far from the reception area. Through Google Analytics, I could see in real time if someone was in the website, what page, and how long. If the phone rang, I knew this might be the visitor since he/she has been on website for a long time and I kind of knew what pages might be phone ringers. I would rush to reception area and try to listen to the conversation. We did not have a recording at the beginning. Later I listened to the recorded phone conversations.
Most people asked about the cost. So we created a page about cost. They also asked about the process, so we created a page about process of hair transplant and so on. I also believe continuously monitoring Social Media, Twitter, Chat Conversations, and competitor website provides ample market research data. When I was with National Semi I was in charge of Market Research and Competitive Analysis. In 1999 we predicted iPad and the Cloud Computing System and Servers. This is almost 10 years ahead since iPad was introduced in 2010. National Semi started planning. This was the most progressive thinking and most profitable projects in the history of National Semi.
Closer to reality
To make things clear we discussed only intrinsic and extrinsic motivation selling and buying separately and distinctively. But in reality we usually have a mix of intrinsic and extrinsic motivations. The fact you need shoes for rainy days is 100 percent intrinsic. If you had JAZY three years ago and now they are worn out, your motivation for JAZY is still 100 percent intrinsic. But when you ask your family and friend and they recommend YAZY (and not JAZY) that perhaps becomes only 80 percent intrinsic. Why? They are advertising YAZY for you. They may even give you a coupon for YAZY. What if JAZY is no longer the best shoe and YAZY is? Now you have to verify this fact. Any type of verification procedure is absolutely intrinsically motivated.
How about when you find a coupon in newspaper or magazine for JAZY? This can also be a combination. Say you have been postponing getting JAZY since your intrinsic motivation is not truly 100 percent yet. Now you see the coupon. You rush to get JAZY and use the coupon. Even when you have a combination of intrinsic and extrinsic motivations, it does not change the marketing strategies we discussed above. Your social media or your website still needs to foster those intrinsic motivations even if they are 80 or 70 percent of total motivations. I will explain why. Let me give you several examples. You were debating to get JAZY, now you see a coupon and you rush to get JAZY. You get to shoe store and they say coupon is old and has expired. Now what? Notice they have taken your extrinsic motivation away. You are now dealing with your intrinsic motivations. But, the helper cannot stop telling you how good the new JAZY is. Most of us yield and buy JAZY. We tell ourselves, he was a good salesman. But he just fostered our initial intrinsic motivations. That is all. Strategy does not change.
What is the problem with extrinsic motivation? Just like example above when the coupon was expired and you could not use it anymore, an extrinsic motivation is given and hence it can also be taken away. No one can ever take an intrinsic motivation away from anyone and that is why it is noble and virtuous.
Fable: It seems that bigots were eager to get rid of an out-of-town man who had recently opened a tailor shop on Main Street, so they sent a group of rowdies to harass the tailor. Each day, the ruffians would show up to jeer. The situation was grim, but the tailor was ingenious. One day when the hoodlums arrived, he gave each of them a dime for their efforts. Delighted, they shouted their insults and moved on. The next day they returned to shout, expecting their dime. But the tailor said he could afford only a nickel and gave a nickel to each of them. Well, they were a bit disappointed, but a nickel is after all a nickel, so they took it, did their jeering, and left.
The next day, they returned once again, and the tailor said he had only a penny for them and held out his hand. Indignant, the young toughs sneered and proclaimed that they would certainly not spend their valuable time jeering at him for a measly penny. So they didn’t. And all was well for the ingenious tailor. Fable Moral: You can manipulate extrinsic motivations; someone can always offer a better coupon or more discount
As I mentioned above, it is very rare that our shopping motivation is 100 percent intrinsic or 100 percent extrinsic. For example if you have a new Shark or Hoover vacuum cleaner in your closet and you see the Dyson commercial, most of us don’t go and buy the Dyson and return the Shark. But, if you have a 6 year old Vacuum cleaner and it has lost all its suction and it has been to Vacuum Shop several times, we will make a trip to Home Depot. Now you see the variation of intrinsic and extrinsic motivations combined which is much closer to reality.
Internet Marketing should always and always assume that you are only intrinsically motivated and foster those. How successful will it be? It will always depend how much fostering or augmentation will be achieved. Next two examples are very revealing.
What does augmentation mean? For example if you had 10 percent intrinsic motivation, was seller’s marketing able to augment it to 100 percent? Assume you just saw a TV commercial for Ford Mustang which showed a beautiful woman in the passenger seat of Blue, Convertible Mustang going up north on PCH along the ocean. No mention of longevity of the car or other aspects…..You want it (all extrinsic so far except perhaps for Blue which is your favorite color intrinsically)! Now because of the commercial you are debating with your wife if you should buy the new Ford Mustang. You are sitting by kitchen table and your wife says write five reasons we should buy a Mustang. You understand that she wants rational answers. You can’t say the commercial looked good. Agree?
You come up with two reasons all intrinsically motivated. Example: First, your last Mustang lasted 10 years and you really don’t remember if you ever had to change a part or had a major service. Second, they now have special makeup mirror for your wife (passenger side). Now Ford or your nearest Ford dealer has to augment these according to our theory. You go to Ford dealer and the sales person is smart and fills in the next three reasons again all intrinsic such as: “Mustang users have kept their car on average 14 years”. Or, the mirror has special light for night use. Or, new data show Mustang’s parts do not break even after 150,000 miles. Even better, there is extended factory warrantee on parts up to 150,000 miles. Won’t you buy the Mustang? Now imagine the sale person, rather than fostering your intrinsic motivation, replayed the same TV commercial (a beautiful woman in Blue Convertible Mustang on PCH along the ocean) for you and your wife. How effective would that be? Of course she will never do that. But through hype I am sure you realize my point.
Knowing this, don’t you agree every sales person should start by asking you: “Please give me all your intrinsic reasons for choosing Mustang or whatever product?” And then augment your reasons. Isn’t this also true for a website? In case of the website you need the intuition to know the reasons first before he visits your site!
This is how augmentation is achieved. Internet Marketing works the same. Let me give you another example. Your neighbor is a salesman for a Solar Company and shows off their solar power panels as if he makes more money (shallow extrinsic motivations). Recently your electricity bill has skyrocketed (intrinsic motivation) since your son has moved back after college. You are debating with you wife if you should get Solar. You go to these two websites:
Notice both landing pages have bullets. Which one do you buy from? Most probably you will buy from the one that will foster your intrinsic motivations for saving on your electricity bill better. No? This is very simple. Yet, advertisers still make mistakes. One recent solar TV commercial actually said “theinstallers are great roofers”. I am sure you get the idea. “Installers are great roofers” is absolutely extrinsic to your intrinsic motivation. Instead he could have said: “We Can Save on Your Electricity Bill”
What is important is this: If any of these two websites could correctly predict all and everyvisitor’s intrinsic motivations better, it will be more successful. Remember this!
Fostering visitor intrinsic motivation seems a very simple task. However, it cannot be forced. By force I mean you cannot foster your visitor intrinsic motivation by misleading exaggerations. Rather than misleading the visitor, the next step is to improve your service or product so they can save on electricity bill. The worse you can do is to give up.
Many great products are invented as a result of an inventor trying to foster his client’s intrinsic motivations.
Ford once said: “If I had asked people what they wanted, they would have said faster horses.” Intrinsic motivation of people at that time was to get to their destination faster. The invention of mass marketed automobile for middle class helped create a Virtuous Circle that helped strengthen US economy as you see in image to the right.
Ford was very intuitive about people intrinsic motivations. You might think he believed the color of cars was extrinsic and that is why in 1909 he said: “Any customer can have a car painted any color that he wants so long as it is black”. But, in fact, the reason was solely to make cars more affordable.The fact you like a Blue or Red color car is pure intrinsic. GM proved that to be correct by offering an array of colors in 1923. Selling and marketing with correct a principle is Noble and Virtuous.
If I see I cannot foster your visitor intrinsic motivation because it will be a lie or exaggeration, I will tell you. My suggestions are based on 26 years of experience in new product creation and marketing. It is based on experience and other websites, landing pages, or social media pages I have designed during the past sixteen years.
How do I accomplish this strategy on daily basis?
On daily basis I analyze Google Webmaster Tool, AdWords (search terms are the key; I will expand on this later in this guide) and Google Analytics; I make sense of data and KPI’s. I visualize the data. I recommend actions based on these observations. I observe and listen to customers or read the chat conversations. Reconciling the data and website visitors’ feedback and behavior, I try to numerate all the intrinsic motivations of the visitors. Remember I did this for Hair Transplant. I create new pages addressing their concerns and suggestions. I create blog pages, Pinterest posts, Facebook, Twitter posts that foster the visitor intrinsic motivations. I create videos that foster intrinsic motivations that can go viral. I post these videos (not all created by me but relevant) to Facebook and YouTube. I observe the visitors to see where they flow in the website in real time. The difference between me and anyone else is that I do it using proven science.
It does not matter how beautiful your website is. If the content is subpar, cannot foster intrinsic motivations, cannot create trust, non-logical, and non-persuasive, it is less effective. The content must portrait that you get and understand your visitors. You are sensitive to their needs and emotions. Most important you are in touch with their social realities so you can augment their intrinsic motivations no matter how small it might be. Looking at the larger picture, I believe, the intrinsic motivations of most of us or society in general are noble and virtuous. We all want better school for our children, better quality air, healthier food, (better shoes J), and most important happier relationships. Fostering these intrinsic motivations in ourselves or in our neighbors or at work is noble and virtuous.
Persuasive Landing Page Design
A good landing page must persuade the visitor to submit his/her information. Here is how I propose doing it. Usually educational landing pages work the best. Selling has become a consultation process.
Here is an example (work in progress). http://kamyarkatiraie.com/home-2/ Notice the video is educational. Remember when the helper told you all the good things about JAZY shoe? Educational videos have the same effect. Hopefully the visitor is persuaded to watch more and will click on: SEE MORE PERSONAL INJURY VIDEOS link on the page (purple color). An INPOP shows another educational video. On the right side notice, the visitor must input his/her information to be able to see more educational videos. In my experience this type of landing page has always created good conversion rates. It takes care of all Intrinsic Motivated selling. It tries to quickly let the inbound sales person to do his/her job. Of course we are hoping that he/she knows about Intrinsic Selling and will educate the potential buyer in the right direction. No scary comments, no forceful pitch and no extrinsic selling.
Image selection is also part of strategic content. They might be used to show that future is bright. I like images that provoke positive emotions. Here are several examples:
Emotions: Justice, Equality, Power, Strength, Peace of Mind, Playfulness, Family, Kids, Innocence, Hope, Bright Future, Active, Friends, Happy, Enjoyment, Diversity, Competition, Colorful, Outdoor, Nature, Ocean, Power, Sunset, Beauty, …….(add your own)….
One single chess piece facing all other pieces: Dark Horse, Underdog, Long Shot, Daring, Bold, Courageous, Fearless, Gutsy, Brave, Gritty….
Recently I created a landing page for an Addiction Recovery Referral Center. I am hoping that images I am using will instill a sense of hope and optimism in the mind of the visitor. http://perfectaddictionrecoverycenters.com/
Google AdWords Optimization
I am a Bing and Google Partner and I have 6 certifications including AdWords Search, AdWords Mobile, AdWords Video, and AdWords Display. I also have certification for Google Analytics. Profiles:
I have mastered optimization for Google AdWords through Keyword Quality Score (QS) provided inside AdWords analytics. A high quality score means you pay less than your competitor while showing above his/her ads. For example, a keyword quality score of 9 and your biding only 3 Dollars beats your competitor’s quality score of 2 and his/her bidding of 13 Dollars. Why? Because: (9 * $3) > (2 * $13) or $27 > $26
Notice he is actually bidding more than 4 times your bid and he is still below your ad. Optimizing the landing page for the keyword quality score is my skill. I will be glad to show you this in more details when I meet with you. For more info on QS please see: https://www.youtube.com/watch?v=8ymhD-7nGVY.
Hence by raising Quality Scores you can save at least by 30 percent. I have managed AdWords budgets from $5000 per day to $50,000 per month. I, however, don’t believe the criteria for being good at managing AdWords are high budget of AdWords. In fact optimization should lower the budget. The criteria for being good at AdWords should be the average Quality Score of you keywords. If it is more than 8, you are doing a fantastic job. Below is an example of my optimization success. Notice Quality Scores are 10 and 9 (last column).
The next step is to optimize based on correct bidding strategy.
Enhanced Bidding Strategy by Google is a powerful tool. AdWords optimization starts with Broad keywords and then examining the Search Terms to see what people actually searching to trigger your ads. Incorporating the exact search terms into the keywords area is the key. Next is to change the keywords from Broad to phrase and next is to monitor the performance of new keywords. Using Google analytics to monitor the Goals, conversions, visitor flow, and landing pages is very useful. Here are some useful links to learn about power of Google AdWords Pay Per Click:
I Will Never Do Google AdWords Again!
Sometimes when I join with a potential client, they tell me: “I will never do Google AdWords Again”. I say why? They say we spent tons of money, but we got Bad Leads or No Leads. After investigating more I see the image below in my head. The potential client is in the middle and their competitors are on the left and right. I cannot show you their website but the image below is truly a good picture analogy.
Of course you get bad leads and you get lots of clicks if you are the middle image (website). People might just click to find out why those shoes are so crooked like a freeway accident. Have you ever been on a Freeway where cars slow down to see an accident? I might sound harsh, but this is a real issue. Notice it is not just the look; quality (content) also comes through the images.
Google AdWords is truly the most competitive shopping mall you have ever seen, but believe me it works. You cannot go in there and set up a shop without being able to look and feel better (my job) than your competition. I have seen the analogy above time after time after time. Why you should actually be excited rather than disappointed? If you want to set up the store on left (left image above), you have to spend at least 50,000 Dollars and forget that the rent is perhaps another 10,000; the same must be true for the right store (far right image). However, if one knows how to create an effective landing page, this might cost you only couple of 1000 Dollars.
I Only Want SEO! Illogical!
Some clients also tell me: “I only want SEO”. In my head I say: “Beam me up Mr. Spok!” Again I answer with an analogy politely. I ask: “have you seen the houses right by the beach?” They say yes. Then I ask: “have you also seen the houses that are couple of blocks away from the ocean.” They say yes. Then I ask: which one do you prefer to own if you had a choice? Every client says: “the house overlooking the ocean”. Well Google AdWords is that house overlooking the ocean. It does not matter who you pay. If you pay me (doing SEO) or Google (AdWords SEM), there is still cost involved to do SEO.
You spend the money on SEO and you are still a block away from the ocean. This seems illogical to me. If you bid high enough your website is right by the ocean. At one time (5 to 10 years ago) it was very lucrative to be on first page of Google in organic section. Now, when you click on the Ad section, you see websites or landing pages that are awesome. Organic is slow, slow losing its lucrative value. The organic section has transformed for websites that provide useful information (such as Yelp) and not necessarily useful products or services. I let SEO happen naturally for my clients. What does naturally mean? It means if I post interesting blogs, they will eventually get backlinks. This has happened for my clients in the past and I have screenshot from Google Webmaster tool that they do in fact get backlinks.
I like to thank you for reading this far. I wanted to reward my readers with perhaps a bit of smile. I hope you are smiling. SEO is truly like a Bus and you are waiting for it to come. Other Google Advertising platforms such as Video, Display and Remarketing perform like Lamborghinis. Google YouTube has a very high inventory. YouTube is the second-most-used search engine website; even more than Yahoo. High Inventory means inexpensive ads for you.
Appendix: INTUITION IS NEEDED AND NOT LUCK – Mental (A/B) Testing
The Heart has its reasons which reason does not know. Pascal Pensees 1670
Not Everything that can be counted counts and not everything that counts can be counted. Albert Einstein
The most beautiful things in the world cannot be seen or even touched. They must be felt with the heart. Helen Keller
Seventy two of eighty three Noble Laureates in science and medicine implicated intuition in their success.
Intuition plays an important role in understanding people intrinsic motivations and hence fostering those intrinsic motivations. Acquiring these intuitions for doing marketing is the key. What is intuition and how can you acquire it?
In an experiment conducted by scientists Chess Grand Masters and novices were each shown the layout of chess pieces from an actual chess game. They were then asked to reproduce it. The chess experts did so with 95% accuracy, the novices with only 25% accuracy. The same task when repeated with the chess pieces arranged randomly resulted in both experts and novices scoring around 25% in terms of accuracy of recall. This is the evidence that chess grand masters (and by extrapolation other marketing experts) hold in their memory not only a set of patterns, but also information about the significance of the patterns.
I like to explain this in more details and perhaps with an example. Both Hair Transplant Doctor and I knew that people are calling and asking for cost and Process of Hair Transplant. Only I took the initiative to create pages on these two subjects. The Doctor really did not care. I really could not understand but the sales person was against it. I saw the significance. I have done my best to simplify the concepts. In real life and other real websites it is not that simple.
Here is another example. For Dermatologist we had ten to twenty blogs daily depending on how many news article we could find. Many of the articles discussed new drugs, discoveries, research finding on Skin Cancer, Eczema, Psoriasis, and others. One person called and was adamant to see the Doctor right away. Receptionist told him that Doctor could not see him until Friday two weeks from that day (13 days later). The person told the receptionist that he must see the Doctor who writes the blogs. I was writing the blogs and I am no Doctor. What does this mean? The choice of what blog article should go to his website was mine. I saw the significance of the new research findings, discoveries, on Dermatology even though I was not a Doctor. This is again another simple example of being able to see the significance of the patterns. I hope I am not coming across as conceited. But these examples are necessary to make the concept clear. Even the best can lack basic intuition.
“We don’t like their sound” Decca Records, in turning down a recording contract with the Beatles
“The telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us” Western Union Memo
“The telephone may be appropriate for our American cousins, but not here, because we have an adequate supply of messenger boys.” British expert group evaluating the invention of telephone
“The horse is here to stay but automobile is only a novelty” Michigan Banker advising investing in Ford Company
Back to research data; the intuitive ability of an expert is derived in large part from the large numbers of patterns held in long-term memory. For example, those chess grand masters hold 50,000 patterns in long-term storage. These results indicated that the superior memory of experts is not photographic, but requires arrangements of chess pieces that can be encoded using associations with the experts' extensive knowledge of chess (or marketing to target audience), typically acquired over many years or more of experience and practice.
Expert's intuitive ability is also derived from their capacity to recognize main environmental cues (Being in Touch - perfect for marketing) and rapidly match those cues to commonly occurring patterns, responding in ways that lead to effective problem solving and decision making. Intuitive decision making entails the use of experience to recognize key patterns that indicate the likely dynamics of a given situation. This is used in order to conduct the ‘mental simulations’ required rapidly evaluating the alternatives (Mental A/B testing) and selecting a singular course of action. In other words an effective mental simulation is more important than a software doing random A/B testing based on extrinsic criteria of layout or/and other benchmarks.
By imagining people and objects ‘consciously and transforming those objects through several transitions’, experienced decision makers are able to project how the present will move into the future and hence are able to make useful predictions. The intention is to create mental conditions to facilitate the process of gathering new pattern of intuition for effective marketing and advertising in every situation.
Do we use our intuition enough? Unfortunately the answer is no. It all starts with schooling. Schools unfortunately don't teach how to trust intuition. Instead we learn a sort of absolute knowledge. We learn to look for complete information or the one-right-answer. But in real life, even after you gather all the relevant information there might still be a gap. And that's where you have to add your intuition. Notice we all have heard of great Engineering schools (MIT, Stanford...), great medical schools (Stanford, USC …), and great Finance schools (university of Chicago …). But, have you ever heard of best Marketing school? I say UC Irvine, but I am biased. Most people faced with the gap give up. And perhaps that is why good or great marketing or advertising people make lots of money. We love these gaps.
Have you ever asked yourself why the show Start Trek is so enduring? Or at least for those who are so gravitated to it. The captain always relied on in his intuition. Yes, he had a logical officer (Spok). Yes, he had a competent yet emotional surgeon (Bones). Yes he had a savvy, perfectionist Engineer (Scotty). But at the end of the day, when all dependent on his decision, he relied on his own intuition and by golly he was right. But why do we enjoy seeing him using his intuition? It seems as if we can also possess it and win? Like telepathy or sixth sense? This was the genius of Gene Rodenberry who realized there is a gap in TV shows. All shows were based on evidence, rules, logic (Ironside). Star Trek was the only show that broke the rules and introduced intuition. Now if you tell Mr. Rodenberry that he is also an excellent Marketer, I wonder what his response would be!
Having realized this about Star Trek, and after I wrote the paragraph above, I searched on Google and typed: star trek and use of intuition by captain. I just wanted to know if I am the only person who realized this.
Notice the very first result: Michael Shermer » The Captain Kirk Principle
The article says: “This psychological battle between intellect and intuition was played out in almost every episode of Star Trek in the characters of the ultrarational Mr. Spock and the hyperemotional Dr. McCoy, with Captain Kirk as the near perfect synthesis of both. Thus, I call this balance the Captain Kirk Principle: intellect is driven by intuition, intuition is directed by intellect.”. ……..(the bidirectional effect?). “Intuition is not subliminal perception; it is subtle perception and learning — knowing without knowing that you know. “ ….. “Chess masters often “know” the right move to make even if they cannot articulate how they know it“(like knowing the B test in A/B testing)……..“Although in science we eschew intuition because of its many perils, we’d do well to remember the Captain Kirk Principle. That intellect and intuition are complementary, not competitive. Without intellect, our intuition may drive us unchecked into emotional chaos. Without intuition, we risk failing to resolve complex social dynamics and moral dilemmas. “
Only Captain Kirk would say: “I think that thing is wrong and I don’t know why.” “I gambled on his humanity”.
“Granted, it can work a thousand, a million times faster than the human brain, but it can't make a value judgment. It hasn't intuition. It can't think.” Genius doesn't work on an assembly line basis. Did Einstein, Kazanga, or Sitar of Vulcan produce new and revolutionary theories on a regular schedule? You can't simply say, today I will be brilliant.”
Lead to Innovation
In this document I mentioned if this plan is used properly it can lead to innovation. Here is real example that it actually did: http://www.24-7pressrelease.com/press-release/dr-sean-behnam-from-igethaircom-announces-recent-advances-in-hair-transplant-341502.php
We have been testing our theory on several Websites using evaluative feedback (extrinsic motivation) and informational feedback (intrinsic motivation). Here are the results: Our research results show that those website visitors who rated themselves controlled exerting significantly less effort to complete the purchase or their search (abandoning) than those buyers who were not. It may be that those visitors who had been controlled superficially complied by doing what was asked, but they also reacted against the controls by putting in less effort on the buying process than the subjects who got informational feedback.
We will be glad to do a preliminary analysis of your current website or even discuss design of a new website. All preliminary analysis are free and they might be eye opening based on past experinces
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