How Advertising Works

While researching the topic of advertising, I happened upon an infographic on How Advertising Makes Us Buy. The infographic below opens with the notion that companies are rich and have piles of money and they use it to manipulate their poor audience. I think that’s a rather disturbing, unfortunate, and unlikely notion. The first notion that only rich companies advertise is a bizarre idea. Our company is not wealthy and, in fact, had a couple

Your Content Stinks Because It’s Missing These Elements

Industry report after report continues to purport the fact that hyper-relevance and personalization are absolute keys to increasing conversion rates. So why then do content marketers continue to write general drivel that is just like everyone else’s drivel? Last night I did a presentation at a local Sparks event and I called it: Your Content Sucks. Exactly Like You Wanted It To. My point with the presentation wasn’t to insult people’s ability to write content;

The Surprising Science Behind Influence and Persuasion

I’ve been vocal about my disdain on the latest panacea of how influence marketing is being sold online. While I believe influencers have great reach and some influence, I don’t believe that they have the power of persuasion independent of other factors. Influence marketing still requires a strategy beyond throwing some tickets at an influencer or getting a retweet. According to Dr. Robert B. Cialdini, author of Influence: Science and Practice (5th Edition), I may

Video: The Science of Persuasion

One of the recent popular infographics we posted was 10 Ways to Convert Visitors with Psychology. Understanding what drives a person to a purchase is essential for a marketer. If you can provide the necessary information, you can influence the purchase decision. This video infographic from the writers of Yes!: 50 Scientifically Proven Ways to Be Persuasive provides insight into what motivates us to make a purchase. Universal shortcuts described in the video are reciprocity,