September 9, 2014 How to influence the way customers decide

September 2014 newsletter

How We Decide book cover image

In addition to writing, I’ve always loved psychology (more specifically, buyer behaviour – I guess that’s why I’m a copywriter!).

I’ve just picked up the book How We Decide by Jonah Lehrer (2006) and it’s cleverly reminded me:

“The conscious brain can only handle about seven pieces of data at any one moment.”

When someone is given too many facts, then asked to make a decision, the prefrontal cortex becomes overwhelmed. People get confused. Bad choices are made.

‘Too much information’ is one of the most common problems I come across in my work.

I invite you to consider this research in relation to your website:

  • Is its design messy or disorganised?
  • Are all the pages on there really necessary?
  • Does the copy written ultimately help someone make a decision to call – or simply put them off contacting you altogether?

Next time you’re updating your website, remember:

“A wealth of information creates a poverty of attention.” (Herbert Simon, political scientist)

Any questions, gimme a call. I’d be happy to discuss your web content with you.

Till next month…

Best wishes, Natalie and the Avion team

P.S. For those keen to read more, here are a four of my favourite psychology/marketing books (if you haven’t read them before!):

  • Influence: The Psychology of Persuasion, by Robert Cialdini (1984)
  • The Tipping Point, by Malcolm Gladwell (2000)
  • Purple Cow, by Seth Godin (2003)
  • Resonate, by Nancy Duarte (2013)

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