In 1975, researchers conducted a curious experiment. Two absolutely identical banks with absolutely identical cookies were placed in front of a group of students. The only difference was that in one jar there were 10 cookies, and in the other - only 2. The task of the experiment participants was to determine which cookies were more delicious.
Michael Aagaard, a famous Danish copywriter and author of articles on the Contentverve blog, has conducted more than 250 A / B tests over the past 4 years to find out how text materials affect the conversion rate of sites. The main conclusion to which he arrived is that the texts have a direct impact on the conversion rate, and it can be accurately measured in numbers.
I was prompted to write an article about the clerical office due to the undeserved contempt for bureaucratic language expressed by many authors. The reason for this attitude is the lack of understanding of the meaning and purpose of the clerk, its application where the office is inappropriate, or the inability to use it. Like any tool, the clerk requires certain skills and experience.
Hello! My name is Sergey Korol, I am an editor and commercial writer. I have been writing text for money since 2006. During this time, I managed to work with different companies: from small startups with Facebook instead of the site to Yandex and Russian Post. I have a blog of average popularity, sometimes they even call to speak at profile conferences.
The author of the book "Neuromarketing" Roger Dooley claims that in 80% of cases, people make purchasing decisions unconsciously. An expert explains this by the peculiarities of human neurophysiology. There are other theories that help to understand consumer behavior. For example, the founder of analytical psychology, Carl Gustav Jung, argued that the collective unconscious controls the lives of people.
Sometimes the tail wags the dog, and measurement and analytics drive marketing. In such a situation, for a marketer, everything turns upside down: he relies on numbers and graphics, without noticing great ideas behind them. He emasculates advertising campaigns, working for beautiful paper results, not real success.