Neuroscience is becoming a key part of marketing theory. Research demonstrates that we tend to make decisions based on subconscious choices, rather than on a rational basis.
This means that your potential customers are making their buying decisions based on the way they feel about your service or product rather than on a reasoned analysis of its features and benefits.
The hugely successful online mattress brand, Eve Sleep, provide a good example of this. In their marketing copy they focus on how you feel in the morning after a good night’s sleep. More alive, more productive, more fulfilled. They don’t mention springs and mattress fillings!
It’s all about being part of the Eve “Morning Person’ Club and living a balanced, healthy lifestyle based on a good night’s sleep. This is how you will feel if you have an Eve Sleep mattress!
What does this mean for your business and your marketing, including your web copy?
Think about the positive effects your service or product delivers. How do people feel after they’ve bought from you?
- Bookkeeper – Relieved that this is delegated to someone they trust
- Life coach – Less stressed, happier
- Chiropractor – Free from pain
This is what should be on your home page. Less about the details of what you do. (That can go on other pages which you can link to from the home page.) More about making people feel better.
Back this up with glowing customer testimonials and case studies. And you’ve got a winning formula