Usability

How to Write Headlines that Lure In Readers… Like Charlie Sheen to a Media Scrum

Cardinal Path blog post

A good headline is critical. Its purpose is to captivate your readers’ attention and entice them into your body text. If it fails, all your work will be for nought and you won’t stand a chance of persuading your would-be readers. You’ve only got one chance, so you’ve got to get it right. But how … Read Full Post

Persuasive Copywriting: Structuring Your Message With the Time-Proven AIDA Method

Cardinal Path blog post

Last week, I outlined some preliminary homework we have to do before starting to write. Let’s assume that’s done now, and move on to structuring our message. How do we structure messages that resonate with visitors, and lead them to take the action we desire? We can take a cue from traditional advertising copywriters here. … Read Full Post

Persuasive Copywriting: 3 Things You Need to Know Before You Start

Cardinal Path blog post

In deciding what action to take (including which products to buy), we’re influenced by both logical and emotional forces. Logical motivations include: Saving money Saving time Avoiding dangers or hassles Achieving better results Emotional motivations include: Freeing ourselves of worry, fear or regret Becoming wealthy or otherwise successful Being admired and/or well-liked Generally feeling better … Read Full Post

Online Persuasion: 3 Basic Human Goals That Motivate Your Customers

Cardinal Path blog post

To influence our customers’ decisions, we must understand what motivates them. In 2004, Cialdini and Goldstein published a remarkable paper* which neatly explains three basic human goals that make us susceptible to persuasion. I’ll briefly describe each below. 1. Accuracy When making a buying decision, we need to feel confident that we’re relying on accurate … Read Full Post

Online Marketing: How to Prevent Your Own Biases From Leading You Astray

Cardinal Path blog post

Not long ago, I wrote some posts on psychological biases. The crux: knowing your customers’ biases can help you create messages that truly resonate. But there’s an interesting flip side. Because as marketers, we’re equally biased. We tend to assume our customers will share our own feelings and beliefs. Biases such as False Consensus and … Read Full Post

Benchmark Your Marketing Analytics Maturity

See how your marketing analytics performs against thousands of organizations. (Approx. 5 minutes).