#SEOpodcast 269 - Driving Conversions with Emotion

Hi, and welcome to the SEO Podcast, Another Secrets of Internet Marketing. My name is Chris Morris, owner of EWE WebStyle. I am Charles Lewis, your internet marketing specialist. Welcome back to another fun-filled edition of our podcast. This is podcast number 269, the one that followed 268. We're right before 270. 270, amazing how that works. As always, there is a tip from our previous podcast. It's a short tip. Short tip. It's a one, two, three, four. It's a number of words. Ask readers to share your content at the end of the post. Now, ironic. I know how simple and plain that seems, but it's amazing how many people don't do it. Yep. If you ask, in the case of blogging and being social, usually if you ask, they will come. And so, why don't you end your post with that? Hey, share this. If you find this interesting, share this on Twitter, Facebook, dig it, Reddit, or whatever. Or, pro tip, ask a question at the end of your post and ask people to answer that by sharing it on their social profiles. Because not only will people do it, they will answer the questions, and now you get a little bit of social sharing and some user-generated content. So, one of the things that are related to this, because you said, it is so simple, you kind of know this. Often, the difference between where you are and where you want to be is not because of what you don't know. It's because of what you don't do. It's because of what you know and you don't do. Exactly. So, make sure you do it on that one. We are broadcasting live from Houston, and we are these two. We are your friendly, local, neighborhood top position snatchers. That's where our mantra is, don't be a douche. Do not be a douche. We've got, what's our article for today? Oh, so our article for today is seven ways to use emotions to drive conversions. So, not emoticons. Not emoticons. Emotions. Seven ways to use emotions

to drive conversions. Man, so punch in the face to Tim Ash, the guys over at Marketing Land. We're going to dig in in a minute. Excellent. So, if you're in a position to, and you have a device, maybe you're in front of a device that can tweet, what we'd ask you to do is to tweet. Yeah, you would be, I would be tweeting right now, but I left my device at my desk. But you should tweet what you see behind me. Hashtag SEO Podcast. This is number 269. And when you tweet that, be sure to tag us in it, at BestSEOPodcast, at eWebStyle. That way we can follow you back and do all of our social networking stuff. All of our stuff. So, this section, we could potentially skip if we get enough leads, followers, whatever. Not leads, but followers. And this is where we're talking about. We've got leads, too, but yeah. Leads, yeah. We kind of prefer leads. This would be followers, likes, whatever. Either on Twitter, Instagram, Facebook, or G+. And the current statistics are Twitter, 741. We're up eight. Plus eight? Ooh, almost. Almost. Two more and we would have skipped this section. Instagram, we're up two. Two, Facebook, plus three, G+, plus one, and that's G+, local. And we weren't keeping track of our other G+, accounts, so I'm starting to keep track of that now. And here's the section. If you get any one of those, collective audience, get any one of those likes or follows or whatever. Pluses, whatever. To bump ten, then we're going to skip this section. Here's the section. We ask you, if this is the first time you've been to this podcast. Welcome. Hey, welcome. Howdy from Houston, Texas. Thank you for coming. It's great to see you. If you've listened to this podcast before, we ask that you do one of a couple of things for us if you enjoy the podcast and you're back, so hopefully you do. One of those is to go to our G+, page. And we've actually made

it really easy for you to get to our G+, page. All you need to do is go to e-webstyle.com slash... G+. Or slash... G+. Or slash... Google+. Or slash... Google+. All of those iterations will take you to our G+, local page where we ask you to do two things. First thing, put us in a circle, right? So that way you can give us some content. We can submit some content to you. But more importantly, give us a review. Hopefully that review is five stars. And so that way we can read it live on the air. Absolutely. The next thing that you could do has three steps. Go onto iTunes. Create an account. Don't write a review. Hopefully that review is five stars. And you can send us an email, podcast at... E-webstyle.com And let us know you wrote that review and we'll review... We'll read it on air and give you a punch in the face. Which is a good thing. That's a great thing. That's a really good thing. All right. Next is Facebook. So go to our page, facebook.com slash... E-webstyle. And there are actually two places to leave a review. One in the traditional page place that Facebook provides, which you can get to by clicking the five stars. It is five stars, by the way. And next, there's a little review app. And actually, that review app saved my face. You'll notice... I know. I only have half a tear tattoo. Because we was in the middle of getting tatted when the review came. So because the review came, we erased the whole... The half that we had started... And the one from yesterday. The one from last week. We just got rid of that one, too. All right. So I'm down to one and a half, because we did get that review. So thank you when we get to that. So you can also leave a review at our Stitcher page. Stitcher dot... Well, no. The best place to... The best way to get there is to go to e-webstyle.com.

And you will probably, in the next 20 minutes, find a Stitcher... See the Stitcher. Yeah. We had an odd thing happen to our sidebar. Yeah. We was cleaning it up. I mean, I don't mind sharing this. We got hacked. It happens. You know? And we cleaned it up. And unfortunately, it was easier to just redo our sidebar than do some other stuff. Yeah. So that'll be done by the time you guys hear this. And get there, unless you're watching live, which means hello. Nice to see you. All right. So all of that is done. We do ask you to hunt us, stalk us, follow us. There's a number of ways you can do that. Facebook dot com slash... E-webstyle. YouTube dot com slash... E-webstyle. Twitter dot com slash... E-webstyle. Instagram dot com slash... E-webstyle. All of those are ways you can hunt us and stalk us. Thank you. If you are a PHP expert or a WordPress guru, we're probably looking for you. Give us a call. Leave an audio resume. 713-510-7846. If you want a free website analysis, you can go to our website, e-webstyle.com. You will find a link for a free website analysis. Go ahead and fill that out. If you're in urgent need of it, call us. Call us. Yep. Just give us a call. Do we have any algo cats? We do have some algo cats. So now it's time for our favorite segment of the podcast, which for some reason I have to ask if we have it each time. The Algorithm Cataclysm. Oh, yeah. Yeah, that was a good one. And it was worthy of that 8.9. Oh, okay. Yeah. So what we've been heading towards for the past 60 days. Right. The past six or seven podcasts, Google has been making these small updates in regards to mobile search. Right. First, it was the indicating that this site may be slow. Right. Right. Then they sent out the whole message through Webmaster Tools to everyone whose site wasn't mobile friendly that, hey, you really need to fix

your site. So now, two things. Right. First thing they're testing now is on a mobile device. If your site is slow, they're going to put a red mark that says slow site next to the listing. Oh, red is not good. Red is not good. Red is not your friend. And so that's one. The second thing is, as of April 21st, they are rolling out the algorithm called the mobile usability, and they're going to make it a huge ranking factor for mobile search. It started on April 21st. Today is February 27th, so you have about every bit of 60 days to get your act together, fix your mobile site, make sure it's friendly, make sure it's responsive. If that's the path you're going down, make sure it's usable because if mobile search is a big part of your traffic, which it probably is, which it probably is, it won't be if your site isn't mobile friendly anymore. It will be significantly deteriorated in that case. Well, I'm glad they didn't announce that on April 1st because they wouldn't believe them. Exactly. Yeah, not going to happen. All right. Just a little bit of news. Three little pieces. Net neutrality is a reality. Yep. Right? So it went through. So the more I read, the more confused I get whether it's a good thing or a bad thing. The thing that resonates with me is currently I believe Netflix is paying Comcast up $10 million a month or whatever in order to have bandwidth. And I like the concept of them not paying so that smaller companies can compete with Netflix in that point. So imagine you get a brand new Netflix, they start today, they can't afford that fee, and Comcast slows them down. How do they compete against Netflix? They don't have the budget. So I really do like that. The other part is it's like it's their network. They kind of built it. They can't afford to control it. And so they kind of should have some controls, especially if there's one person or

company that's using up half the bandwidth. And it's like half, yeah. And Netflix is killing it. So interesting. I definitely end on the side that we ended up on, which is net neutrality. Yeah. Although it does put, it seems to put things in government hands, which is usually a bad thing. It's really a good thing. But, you know, I don't know. Leonard Nimoy passed away. I know, man. Yeah. So his favorite phrase, you can't use. Right? It's like, well, we'll just say, and prosper. I know. I know, man. It was like, you know, when I saw it, I didn't realize that was his name. Oh, yeah. To me, his name is Dr. Spock. Yeah, Spock. Period. One of the Jenkins boys. You know what I'm saying? You read it like, who's this dude? I don't really care. And then I seen the pictures. Oh, Spock. And I'm not even a Trekkie. But, you know, I would. We watched it. Yeah. So, can I do this with my left hand? Yeah, rest in peace. Yep. There you go. And prosper. The blue and black dress thing. White and gold. I don't get it. Yeah. Anyway. It's just, you know what it's called? It's called bad Photoshop. Yeah. It's called. A cheap camera versus a white camera. Yeah. HD TV versus a monitor versus whatever you're looking at it all. How does that blow up? Like, you can't. It takes something as creative as dumping ice on people to generate buzz about a cause like ALS. But somebody can post, like, two crappy photos of the same dress and ask an inane question and it can blow up too. Like, it's bizarre. It's bizarre. It is bizarre. All right. So, we do have a punch in the face. I'm a little scared about this one. Mm-hmm. Cause it's, to see KO kickboxing, you know, it makes me nervous. And, uh, and I spoke with, his name is Isak. Uh, his. To the face to Isak. Yeah. Kind of. Yeah. It's a good thing. Well, I said it

on the phone. He goes, you know, normally, not only is he in kickboxing, he's also from New York. He's like, normally I'd reach, you know, want to reach through the phone and strangle you. Uh, in this case, I get it. So, uh, punch in the face to Isak. And it was great chatting with you and we're working on a little project together. And I have a review. So, this is the one that saved my tattoo. Uh, this is, uh, from all, excuse me, above all termites and pest control. Just started listening to your podcast. Not only are you helping me understand internet marketing and SEO, but you're also helping me get in shape. Kind of cool, huh? Right? So, uh, you see, because I just found your podcast, I have many caps, all caps, episodes to listen to in order to catch up. And I do this while exercising on the treadmill. That's what's up. Today, it was an hour and a half. Hour and a half? So, you're just in the three podcasts today, probably. Great job, guys. Punch in the face. That's what's up, dude. That's cool. Punch in the face. What number are you on? Yeah. Get us back on Twitter. Let me know which number you're on. Don't listen to 180. Like, skip past that one. Yeah. And then you're good after that. I spoke with someone the other day. He was like, yeah, I even listened to the bad audio ones. I was like, sorry. Yeah. We were learning. My bad. All right. And that's my section. We got some news. We got a little bit more news. We got a little bit more news. Yeah. So, some kind of industry-specific news. So, dig this. Twitter has an official WordPress plug-in now. Okay. Which is awesome because all of the other WordPress plug-ins you use to embed tweets and things like that, they suck in regards to the presentation. Right. You can't style them. And so, now with Twitter, it's a lot more robust. You can control which tweets are

seen. You can style it to look at the matching field of your site. So, punch in the face to you, Twitter, for finally doing that. So, dig this. Remember the deal Yahoo worked on with Firefox? So, now Yahoo is the default search in Firefox. That has actually got their search queries up by 11%. Wow. Yeah. Makes sense. Right? 11%. Wow. Okay. Yeah. Well, it's not so many because of where they started. If you said they took 11% of Google, that would be a good number. Yeah. That's a totally different number. From raising 11% to taking 11%. Yeah. No. They just increased a little bit. Okay. And, yeah. It's positive for them. And so, I want to applaud them for that. So, this almost could have been in our AlgoCat, but it was more just a statistic than anything else. Remember, last week we were talking about the knowledge graph and how more and more information is being sought there. Google is rolling out medical answers now. So, dig this. 19.45% of all queries show in the knowledge graph. That's almost one out of five have a knowledge graph answer. Wow. Wow. That makes sense. Right? I mean, we use the internet differently because we're kind of researching clients and then trying to figure out how other people might research clients. And the majority of people go to the... So, when you're out socially, when do you reach for the internet? All the time. Right? And it's usually related to, no, that song didn't have this lyric. Or that. Or trying to find a restaurant. Or whatever conversation I'm having. So, it's stuff that knowledge graph can answer. It is. Right? Man, I can't think of an example, but it gave me... It happened the other day. We were in a debate. And we were both like, hold on. I'm going to ask Google. Yeah. And see, I was ahead of him because he started typing and I went to the voice search. Yeah. Right? And then, you know, and not only did I get to

the voice search faster, since I used voice search, my phone returned with a voice answer. It was like, hey, your answer is da-da-da-da. And you were like, boom! Exactly. And so, yeah, 20% of all queries are showing knowledge graph answers. That makes sense. Last one here. Oh, well, so, dig this. We were talking about stars earlier. Right? You know, if you do a search and you see local results, you see yellow stars. Hopefully, we want five stars, right? Right. Well, Google is testing out green stars. What do you think? Okay. I think I saw them today. Actually, I know you had to search and try and find them. I saw them because I was doing a presentation for a client and I didn't say anything. I was just looking at it thinking, those stars are green. That shit used to be gold. What's going on? Is my, maybe my monitor setting messed up or maybe it changes in incognito mode? Like, literally, I had no idea. And what I can say is it actually made it not stand out more. Because there's already a lot of green on the page. Yep. And especially sight links are the same color as the stars now. I think it's not good for, if Google, so Google should be looking out for a good experience for the Google user if five stars, which requires at least five reviews to get those to display, if that's value, well, I'm sorry, if somewhere between one or five stars, that piece of information is of value, Google, you just hid a valuable piece of information for your users, they're going to change it back. They're changing the color. They'll change it back. Yeah, probably so. And lastly, I've got two punches in the face. I want to give this big punch in the face to the good folks over at HubSpot. We know you guys. So they posted their Q4 2014 earnings. Right. Dig this. 49% increase compared to 2013. Total revenue 2014, $115.9 million. $116 million. $116 million. Well done. Well

done. Good job to you guys and all the good folks over there. You know, that's all because of the rap you wrote for them. Yeah. No, I'm taking all that credit. All that credit. Well, the .9 is probably, you know, the platform. Yeah. Mike and Karen generated the .9. That other 115 is all SEO rapper. Oh, and another punch in the face to Frances Bowman. Hit us up on Twitter, at F Bowman. She says, listening to the at EWebStyle hashtag SEO podcast on at Stitcher. Right? All right. Say that three times fast. Listening to the at EWebStyle hashtag SEO podcast on at Stitcher. Hashtag podcast 263. We are 269. She almost caught up. Hashtag SEO, hashtag marketing. Punch in the face to you, Frances. Thank you for tuning in. Thank you for listening. Hey, go on to Stitcher while you're there and write a review. Leave us a piece. Yeah, since you're already there. Thank you so much for tuning in. So he won't have to get tatted up no more. Yeah, I need to erase this one and a half. I don't know what I'm going to do when we get a review and I'm down to half. Do I, like, store? I don't know. Let's figure it out. All right. So that is the potatoes of our podcast. It is time to get to the meat of our podcast. And today it's seven ways to use emotion to drive conversions. Yep. So, like I said, punch in the face to Tim Ash. She dropped this article on marketing land. And so let's dive right into it because I think one of the key things here is that emotion drives sales. Absolutely. A lot of people don't keep that in mind, that people usually purchase off emotion. People believe that their, like, logical decisions are made in order to purchase something. No. No. It's emotion. Logical decisions are used to support the decision you've already made. Purchase it. Exactly. So Tim went on to say that savvy marketers know that establishing an emotional connection

with their visitors and or creating a strong feeling of desire or pain can be a powerful weapon in the conversion arsenal. And, Tim, you are absolutely correct. Like we were just saying, emotion drives purchasing decisions, especially fear. I mean, you may have heard the term FOMO, fear of missing out. That is a top producer in regards to convergence. People want to make sure that they get this before they don't have a chance to get it. Or maybe they love it so much and so they buy it. Or whatever it is. Unfortunately, emotion can drive you away from convergence. Because maybe they really, really hate it. And so they're not going to get it at all. Yep. But the key here is that emotions do that. So let's get right in. Number one, he says, reinforce feelings of self-effacy. I like self-effacy. Research, that means self-confidence, y'all. And so he went on to say that build up your visitor's confidence by designing your site in a way that increases the perception of ease. I totally dig that, Tim. Yeah, man. In a great way to put it. Yeah, but he wants to make sure that that user gets there. That they're like, oh, this is easy. This is going to be a quick checkout. I can get in here. I can add it to the cart. I can check out, guest checkout, or whatever the options are. Easy. I can conquer this. Yes, I will buy it. And so, and that's exactly what I added. You want to make it feel like it's a task that they can easily accomplish. Yep. What you don't want to do is present somebody with some long, complicated cart. And then they're like, ooh. They feel like they're stupid. Yeah. And really, your website is crappy. It's too complicated. And it made them feel like they're stupid. Exactly. You don't want to do that because that reduces their amount of self-confidence in themselves. Not even in you, but in themselves. Your website just doesn't make them feel good. Literally. Literally.

It doesn't make them feel good. And so they don't purchase. Yeah. That's not a good emotion you want your user to have. Number two. Two. He says, leverage the halo effect in your marketing. I was like, leverage the halo effect? He's just busting out some of the titles. I liked him. Yeah. I liked him. He says, leverage the halo effect in your marketing. And what he's really saying here is build trust. Like, you want people to come to your site and, matter of fact, he says, one proven technique is the halo effect. People's tendency to form a positive impression of something because it's associated with something else they know and like. Right? Now, how do you do that? Think about celebrity spokespersons or things like that or big brands who may be also using your product. You ever been to a site and they're selling a service and then at the bottom you see all these logos of big brands, our clients, right? That's building that trust. Or, one thing I've noticed a lot of companies are doing, cross-marketing. Have you seen like the Geico commercial where the lizard actually talking to the M&M guy? Yeah, yeah, yeah. I love that stuff. Come on, that's a cross, that's leveraging the halo effect. They're each giving credibility to each other. Those people who eat M&Ms are like, I like the lizard. And those people who like the lizard are like, maybe I should try it. The M&Ms, exactly. And so, you want to build trust. Build trust in your audience. It goes a long way. Number three. Three. He says, activate positive feelings. Again, you want people to feel good. We want to make them feel good about purchasing. Like, they're making the right decision. Like, they're doing what is necessary for them. And so, in order to do that, he says, matter of fact, this is most likely the rationale behind the use of discount codes and coupons. Right? Make people feel good. Like, yeah, I got a good deal on this. Oh, yeah, I

saved money here. Oh, I just won. Right? And so, when people have that kind of feeling, they tend to convert more. How do you get that kind of feeling? Hmm. You got to offer some stuff. I don't know. More than free shipping. Because if this is an e-commerce site, everybody has free shipping. Kind of expects that. Yeah, that's almost standard now. It's almost offended. Like, what? You got free shipping? You know, I'll bounce quick. Yeah. You know. And so, you got to offer more than free shipping. Maybe free testers. Right? Or maybe a free gift. If you buy cologne or you shop at Macy's and other things, everything you order will likely come with some sort of free gift. And so, one thing that we could add to that kind of as a process, let's say you do add a free gift and you tell them that they're going to get a free gift, right? Post-purchase, because that gives them, you know, before purchase. And then, this would be a great idea. So, before purchase, you say, you know what? You're going to get a free tester. After the purchase, you say, you know what? You're really going to get two. And then you deliver three. Right? So, you're under-promising, over-delivering on three steps. I can tell you something. That person is coming back and they're going to go tell everybody about that experience. Yeah. Or they just think you hire staff that can't count. Yeah. Or even when you think about the mental aspect of it, this person feels like they won. Yeah. Right? Now, they're going to go share it. Man, look, if you go order here, you're going to get three testers. And, yeah, you may suffer a small cost because that is the product that you have. But the customer you're building, that repeat customer that's going to come back for that same experience over and over again, by far exceeds the minimal cost of your tester or whatever your free gift is. I can tell you something that we're doing

here that's enhancing this positive feelings, and we're getting great feedback on this, is we have a Welcome to eWebStyle process. Process, yeah. So you sign a contract with us. We schedule the first meeting. The first meeting is welcome to eWebStyle. It's 20 to 30 minutes. And we actually go across all the details. Everything. Everything that we're going to do for your campaign. How you're going to interact with us. So there's no doubts about, okay, well, how do I contact you? What if there's an emergency? There's no questions about that. And at the end of that process, we ask a survey. And this last one that I did this week. Yeah, I was like, so what did you get? Name one thing you got out of this. And you were kind of expecting, I don't know, a detail that we covered. And the answer was peace of mind. Peace of mind. Yep, and I got that too. I feel a lot more confident in this process we're going through. No buyer's remorse for signing this, you know, $36,000 deal with you guys. And so it's a good deal. Number four. Four. Learn and meet your visitor's needs. Right? Basically, he's saying you have to understand why people are coming to your site. He goes on to say, you also got to create messages that convince visitors that you understand what drives them and that you know how to make their lives better. Address the pain is what he's really saying. Figure out what your product serves. What pain does your product or service address? And then address that on your marketing copy. Address that on your site. Address that graphically. Address it visually. So that way they feel that pain and they understand you can solve that pain. So I'll give you a good example. Snickers. Right? Snickers, although technically they sell, you know, peanuts and nougat and caramel covered in milk chocolate. That's not what they're selling. They're selling satisfaction to your hunger. Yes. That's what they're selling. Brilliant marketing. Right? Brilliant. Mercedes-Benz. Yeah, they're

not really selling you a $100,000 V6 with your pen leather. Although that's what it is. They're really selling you social status. They're selling you the feeling of being successful. Yep. That's what they're selling. They're addressing the pain. They're addressing that emotion that drives people to purchase. That desire. Yeah. And so consider that with your product. You know, maybe you're a plumber. If we can give somebody a real-time example. Maybe you're a plumber and you pride yourself on making sure that this water heater's hooked up right. It's not going to leak. It's going to work fine. You're selling the peace of mind that we will always have hot water. A hot shower. Exactly. You won't be left out in the cold. Because cold showers suck. Suck. Exactly. So figure out that pain and make sure you communicate how you address that pain in your messaging. Yep. Number five. Bye. He says, recognize users changing personalities. I really get this because people change. People change all the time. Not only do people change, people grow. Not only that, your product may serve different type of people, right? Older people, younger people. Matter of fact, he says, by knowing which stage your target customer is in, you gain insight on their interest and perspectives. And hopes and fears of visitors with young families will be different from those of empty nesters. Yeah. Right? Same visit. They came from the same Google search, but it's a totally different person. This guy's a young guy, got a young wife, got little kids, and then you got empty nesters. No kids at home. They got all kind of time. These people don't have no time. Right? So just different personality. The points, long articles. Exactly. And what I put on here is you have to, you want to get the right options. So if we're talking e-commerce, you want to give some quick checkout options that are extremely visible for this family who got a low attention span and trying to move fast. Quick checkout, guest checkout, no, I don't want

to sign in. I just need it and I need to go in. I want free shipping. Right? That needs to be visible. Meanwhile, there's other people. They may need to watch a video. Yeah. They may need to read more links so they can do some research and get some descriptions. The key is making sure all of that's, you know, proportionate on the site without overbalancing each other and still keeping the same usable look and feel. Yeah. It can be done, especially when, I hate to pull our coattail, but especially when you have a company that's doing your marketing and managing your site. That way we can know that, hey. This is the type of traffic we're sending. Let's make sure that the traffic is seeing what they want to see when they arrive there. Exactly. Number six, manage cognitive dissonance. Good one, Tim. I had to go do some research. What the hell is cognitive dissonance? And basically, it's a tension that happens when people need to make a decision. And so, at the end of the day, it's more about security. People want to feel safe. They want to feel like, okay, I'm making the right decision. I'm not about to get screwed. They don't want any buyer's remorse. As a matter of fact, he says, nobody wants to have buyer's remorse, and that anxiety alone can be enough to keep a visitor from converting. Minimize the fear of regret by offering testimonials from real customers. Provide specific compliments about their experience from working with your company. And in that, and I see your note, he missed a big one. Yeah. A big, huge opportunity, and that is? Reviews. You need reviews. You need video testimonials. You need guarantees. Guarantee. If you can guarantee it or your money back, boom. You're good. You look at how many companies are doing that, and yes, they get a 2% return rate or less, and how many people feel confident that they can buy because there is that guarantee. Better question. How many people have bought something,

it was not right, they need to return it and just have it? Yep. That's why the rate is down to 1% or 2%. Because they just have it. I've got two items in my truck right now that I've ordered that I need to ship back. One was a tablet case. My wife is the wrong size tablet case. Merit line. One of these days I'm going to send that page. It may go back. It may end up on my daughter's tablet because she likes one that fits that size. Yeah. So you've got to buy a tablet for the case. I love that. By the way, that's a marketing strategy we don't recommend. Exactly. So send out free cases that fit your tablet. And so, but at the end of the day, you want to, those reviews, those testimonials, those guarantees, they create a sense of security. And then since we're talking the web, right, make sure your site has those other things, right, privacy policy and those secure servers, secure checkouts, that sort of deal. That just increases people's belief that this site is secure, that I can make this purchase with no problems. Hey, pro tip, put those reviews in videos. Put them in videos. Get video reviews from your clients. Number seven, this is the last one. He says, nurture the conditions for attachment. Nurture the conditions for attachment. Tim, this one was awesome. I bet y'all guys are like, what does that mean? He said, make it easy to love you, right? You start thinking about why people keep coming back. How do these big brands get loyal customers who always come back? Think about, you know, matter of fact, he says, attachment is carefully cultivated through the combination of consistency, responsiveness, and trustworthiness. Start thinking about Apple products, right? iPhone 12 drops whenever that happens. Yeah. It's going to be a line of people who have the iPhone 11. And want the 12. And they want the 12. They're ready to turn it in. Immediately. Yeah. I'm one of those guys. New

pair of Jordans drop. Hmm. It's at least on the table. It's at least open for discussion. And Jordan has it so good. It depends on if I had them or not before. Right. Because he's re-releasing them in different colors. And he has to talk about that emotion. Right. He has a good way of bringing up that old emotion. I remember how fresh they was 20 years ago when I had them. Right. And then he re-releases them in a new color. And I'm like, ooh. Wait, I have that one. Not only have I had them, I was fresh when I had those. And I need to be fresh again because I didn't have that color. You know? And so that, you know, he says nurture conditions for attachment. And by doing that, Jordan always has a quality product. There's always an out-of-the-box looking shoe. It doesn't look like the others is more comfortable than Adidas or Reeboks. They're lighter than some other shoes. We're not getting paid by it. I'm just saying. This is me personally. I'm just saying this. I'm wearing some right now. Here's the video testimonial that I was just talking about. And so those are the conditions that they have put together for me. I expect it. Yeah. I know I'm going to get it. Same thing with Apple users. How disappointed would you be if there were any? You're right. Oh, man. Yeah. Think about Toyota drivers. I got a cousin. He has a Camry. He bought his wife a Corolla. His mom drives a 4Runner. Yes. Right? Yeah. And their next car will be a Toyota. I guarantee it. Yeah. That's because they like the product. They're familiar with it. Toyota has done a great job of nurturing the condition for attachment. So, man, I want to give a punch in the face to Tim Ash. Dude, great article. Seven Ways to Use Emotion to Drive Conversions. Yeah, people, whoever watched this, emotions do drive conversions, period. Yeah. Emotions are the thing that actually cause you to purchase, and then

you use all of this logic that you thought you used, you use it to justify what you've decided. Yeah. And that logic will either justify it or give you remorse. Yeah. The one of the two. All right. Do we have any what? No, God, I'm going to do a Rest in Peace, got to do it. We did one for Dr. Spock. Yeah. Another one for Earl Lloyd, man, was the first, especially since this is Black History Month, first black guy in the NBA, passed away, I think it was 83. So, rest in peace, dude. Wow. Breaking down some barriers, right? Mm-hmm. Wow. Definitely. You know what? You haven't mentioned very much that you really should talk about is I think you're about to drop a track. Oh, man. Thank you for the reminder, man. Yeah. Yeah, I had put the SEO wrapper up for a minute. I've just been busy. We've been growing these websites. It's been a while, like a year and a half. It's probably been two years. Me too, yeah. Ironically, punching the face to Aaron Goldman, he hit me up yesterday. Oh, wow. Yeah, and so he's trying to start some stuff, man. I don't know. We'll see. But, man, yeah, stay tuned, man. Online marketing only. Coming soon. Yeah, it sounds. Yeah, I'd let them hear it today. I had some previews of it. It's phenomenal. Another great wrap by the SEO wrapper, also known as Chuck. All right, so if you're interested in growing your business with the largest, simplest marketing tool on the planet. The internet. Call eWebStyle for increased revenue in your business. Our phone number is 713-592-6724. If you have a referral, already this has happened. Yeah. You refer business to us. They turn into a client. They pay their bill. We pay you. That's how that works. And then this, I think there was one, wasn't there one other thing? No. This was filmed live at 5999 West 34th Street, Suite 106. We film and broadcast live on Fridays. Our target is 4 p.m. right

now, and we hit it sometimes. And so the best way to know when we're going to be live is to make sure you follow us on Twitter. Again, that's twitter.com slash eWebStyle. And right before we launch, right before we go live, we actually tweet. Yeah, send out some tweets and, you know, reach out. You can tune in. There's always a link on where you can listen to it. And the link that goes out on Twitter before our podcast is actually to our Ustream feed. Yeah, to the live feed. So you can watch live. Oh, and that's what I wanted to say because I had a client ask this question because they missed the live one and for some reason weren't aware that it's actually being recorded. So if you're missing this, it will be up on YouTube immediately afterwards so you can check it out and they'll be able to check it right away. Excellent. All right. So this has been podcast number 269. Until the next podcast, my name is Chris Burris. Charles Lewis. Bye-bye for now.