Let’s review terms, so we’re all on the same page.
“Brain-Sticky” Communications are compelling, memorable,
original–and persuade people to act.
“Brain-Antagonistic” Communications literally antagonize the
brain’s ability to process naturally. These are communications that
are boring, confusing–and perhaps surprisingly–too intellectual.
Are you surprised that most web-pages are Brain-Antagonistic?
Didn’t think so.
But I bet you’d be surprised to find that on your own site, your value
is not at all conveyed . Or it’s communicated much too far down
the page. Do you know why customers need you? Don’t talk about
yourself–talk about THEIR needs–and say it immediately.
Another Brain-Antagonistic website mistake is the use of generalities
rather than specifics. Your prospect’s brain is seeking precision and
instant clarity. Do not say things like, “I help women have more energy.”
Far too general. What would they be doing if they had more energy?
Working out an extra 20 minutes? Then say that.
Rambling is another much-too-common Brain-Antagonistic blunder.
Get to the point. Write concisely. If you can’t manage this (you’ll
know if this is a trouble spot for you if you tend to ramble in your
spoken communication)–get a professional copywriter! I am happy
to share names I know. (I don’t do copy writing any more).
Most service professionals use vague, broad terms on their web
pages, when the brain is starving for concrete words that form
pictures. “We evaluate your website communications” is vague and
broad. “We evaluate your website against the following 7 criteria…”
is concrete.
Maybe your very worst offense is that you’re saying nothing new.
The brain attends automatically to what is novel. Are you sharing
your expertise in intriguing new ways? Or are you saying what
everyone else is saying? I am willing to bet that you are NOT unique
enough, and so cannot convey your worth in an intriguing way.
If you’re game, I can check out your site and tell you instantly.
Most likely–this happens constantly–one of the main culprits of your
looking and sounding like everyone else is your use of cliche words.
Words that are over-used carry no meaning to the brain. Examples:
“authentic,” “stress relief,” “success,” “get to the next level.” GET
CREATIVE! Pull out a thesaurus–or again, get a professional copy-
writer.
And finally, chances are strong that you make no persuasive argument
on your site–or a very weak one. Prospects are instantly skeptical and
suspicious. If you cannot persuade them that your product or service
is required for them right now, your website has failed to do it’s job.
Your business has failed to do its job. First, you must HAVE an argument,
then you must prove it. Do you?
Here are the 7 Criteria of a Brain-Sticky website (possible only if the
business itself is Brain-Sticky): Your value is conveyed 1) immediately;
2) intriguingly; 3) specifically; 4) concretely, 5) concisely;
6) freshly and 7) persuasively.
Would you like to see if your site passes the Brain-Sticky
Litmus test? For one week only–Jan. 26-Feb 2--I am opening my
schedule for “1-hour 1-Shots.” In a break-neck speed, action-packed
hour, I will examine your site against these 7 criteria–and provide
countless suggestions–all at a 50%+ discount off my private hourly fee.
This is unprecedented. And if your site meets all 7 criteria, I’ll refund
your money back and congratulate you. Why? Because if your site meets
the Brain-Sticky Litmus Test, then your business does. And that’s really
what I’m checking for. I use the website as a tool to determine the health
of your business identity.
So, click here to get the details. Don’t wait because it’s just for this
one week.
Listen here to 2 excerpts from a web evaluation I did a
few months back. Hit the “back” arrow button to return
here.
Jan 26 – Feb 2 only. Read the details and get not just your SITE, but your
entire business identity, up to Brain-Sticky speed! Click here now.