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)
Content tips & tricks
HOW TO WRITE WEB COPY THAT CONVERTS – 8 SIMPLE TECHNIQUES BASED ON 4 YEARS OF RESEARCH
By Michael Aagaard, ContentVerve.com
In this post I’ll give you 8 simple techniques that will help you get it right every time. These techniques are based on what I’ve learned from 4 years of research and 300 copy-related A/B tests.
By Demian Farnworth, The Copybot
Before a marketer’s job was two-fold: write a compelling landing page and drive traffic to that landing page. But the social media has changed all of that.
By Oli Gardner, Moz.com
If you want to be a non-lame marketer, it’s really easy. Read this post, have a laugh, and treat everything I say as gospel. I’ll show you exactly when and how you should really be testing.