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One of my students made me realize something
important today. In fact, his point was especially well made because
he drove it home using the very idea he was illustrating. While his
comment was general in nature, it opened my eyes -- I understood how
well his point applied to the Internet. But before I explain it to
you, let me put the story in context so that you can understand what I
mean.
In today's class we were discussing the natural human inclination to
illogically and unconsciously assume that there is a parallel between
a part and its whole -- I dub this human propensity as a UPA (or
unconscious paralleled assumption). For example, if you visit a
website whose design is poor or unprofessional, or one hosted on a
cheap server, you will naturally assume that the business behind it or
the products it sells are just the same.
Poor... Unprofessional... Cheap... Etcetera.
The psychology behind UPAs is simply the fear of making bad decisions.
Human nature dictates: We tend to seek the negative in what we are
considering so as to ensure the decisions we are making are good ones.
For instance, when we are about to buy what a website offers, we will
more than likely skim the site entirely (or at least a good portion of
it) to make sure it is telling us the truth, that it is trustworthy
and that there is no "fine print" that can come back and "bite us" --
anything contradictory in the slightest.
If something appears to be out of place for any reason (even if it's
just a little thing like a typo), we will tend to leave the site
quickly or in the very least feel uneasy. I call this the "ketchup
principle" (the fact that you will remember the tiny ketchup stain on
a salesperson's tie instead of his impeccable sales presentation or
appearance). As my mentor said to me so many times: "Mike, remember
that everything counts -- even the littlest of things. Everything."
But UPAs, especially poor ones, can also be the result of people not
fully understanding the meaning of what is being communicated on a
website. While we can certainly read the text, understand the message
in part and learn about the products that the content describes, the
question is, do we truly understand the *meaning* behind the message?
In other words, does the message mean anything to us specifically?
Too many websites describe the products they are selling or use a
language that only the sellers understand. More than likely, in such
cases buyers do understand the content but they do not fully grasp
what these products can do for them. Why? The mind thinks in relative
terms. It processes information by visualizing or comparing the given
information to things it does understand.
Keep in mind, words are not actual objects. They are symbols.
OK, let's go back to the student mentioned earlier. At the end of my
lecture, he turns to me and pulls out a chair and places it beside a
class table. He then asks me, "What's the difference between this
chair and table?" I said, "One is to sit on and the other is to write
on." "No!" he shouted. "Not at all."
I figured he was up to something because he is a bit of a storyteller.
He adds: "Mike, you're thinking in relative terms. Sitting and writing
are descriptions of each individual product. They are functions. They
are not differences. The difference IS their function." He continues:
"What's the difference between a tennis ball and a soccer ball? Not
that one is small and the other is big, which is what most people will
say. The difference is 'size'."
He made an excellent point. In this example, we are not really
specifying the difference, we are only relating (or at best implying)
the difference.
As he explained so well, the mind thinks in relative terms. As a
result it is important to use comparisons, metaphors, analogies
picture words and so on so that the mind can easily and fully
appreciate what is being communicated. I call these UPWORDS --
universal picture words or relatable, descriptive sentences. With the
use of UPWORDS people will understand and retain more. And of course,
UPWORDS will also persuade visitors more effectively.
For example, to explain the benefit of using a computer backup device:
"This system will save you a lot of frustration if your computer ever
malfunctions. It's like watching your favorite movie you waited for
days to rent at your local video store, when suddenly your VCR dies
and destroys the videotape, especially when an important scene in the
movie was about to unfold."
Essentially, think of your visitors -- does your website copy
communicate in THEIR language? Do you provide a frequently asked
questions and answers page? Does it explain the product you offer --
and particularly its benefits -- in relative terms? If not, then the
UPA you will create for your visitors will likely be one that will
lead to disinterest, misunderstanding or frustration.
Remember that the Internet lacks touch and feel. People cannot inspect
products. Therefore, your website copy has an increased responsibility
-- and more than you might think. Ultimately, make sure the UPAs your
clients make are good ones. If you want your visitors to assume that
your online business has good customer service, and has a great
product that's easy to use, then make sure your website copy
indirectly communicates the same.
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