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WEBSITE CONTENT

How to use Emotional Content to Increase Visitor Response
By: Jase Dow
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    2004-12-30

    Table of Contents:
  • How to use Emotional Content to Increase Visitor Response
  • What about the...
  • This leads to...
  • I am not...
  • What I mean...
  • You see as...

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    How to use Emotional Content to Increase Visitor Response - What I mean...


    (Page 5 of 6 )

    What I mean by this is taking some older ideas and refresh them. There is nothing wrong with older concepts if they work, but sometimes all they need is re-thinking. One of the first things I ever experimented with was the idea of having a little fun with the old "printable coupon" idea. You know the old "discount coupon" which can be put on a Web page so the visitor can print it and bring it in to get a discount? At the time, I thought, what else could we do besides give folks a discount coupon to print off? It needs to be fun and have a little emotional appeal and still deliver value.

    I created what I called the "SAY THE MAGIC WORD" campaign for a client.

    Instead of printing coupons from my client's web site (a local Garage), I introduced the following promotion, which became somewhat popular with the client's customers.

    When you visit the site, the visitor would scroll down the page and click on the image of a speaker. Suddenly you would hear a voice say "The Magic Word Is...." and it would give you a "word". Now this was not just any word, this was quite a magic word because when you take your car into the garage for a tune up, give your keys to the service manager and "say the Magic Word" you learned from the web site, they would cut your bill by 15%! Better yet, keep changing the magic word and you kept your audience coming back to the site.

    People had fun with it...everyone told their friends about it, it delivered value. Honestly though, it was just a new spin on an old idea, but both the client and customer loved the concept.

    I challenge you to put on your thinking cap.

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