The context of your marketing message and the surrounding information around that message changes the way your prospects and visitors experience that message and ultimately take action on your offer leading to a conversion.
An important lesson we as marketers can learn about framing and context comes from the Nobel Prize winning prospect theory. Prospect theory was developed in the early 1980s by the psychologists Daniel Kahneman and Amos Tversky. The theory sates for any given unit of value people are more motivated to avoid loosing that value than gaining it. The marketing conversion rate take away is that the idea of loosing is more motivating than gaining something. That is, the potential of a losing something, even if it is something you do not already have, is more motivating than the potential of a gaining something.
Apply this to your conversion rate optimization by framing the context of your marketing message as a loss and you change the way your prospect experiences the message. For example, you’ll loose the benefit of gaining these unique factors than gaining some other benefit.
Here’s a concrete example:
The patient is 30% more likely to have an illness without x product. You don’t want them to loose their time with their families do you?
Image Credit From ricardodiaz11 on Flickr / Creative Commons 2.0
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Absolutely Great! The contexts were very informational and educational. I’ve learned a lot of ideas through this stuff. Thank you!
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