The Lustication - Justification Process

Yes it is true, there is such a word (well there is now) as "Lustication", this being coined by the well know marketing guru Clotaire Rapaille. In essence he points out that most purchases are made purely for emotional reasons (we "Lust" after them) and then having to "Justify" it later, hence the "lustication - justification" process that he says we all, man or woman, go through. I for one can see his point, for when I was choosing my car I really did so on emotional reasons and then backed this up with all sorts of logical points later on....

The secret it seems is therefore in the decoding those motivating triggers that prompt purchases. Once found, the the job of the "marketing effort" is to stay on that track, pressing those "buttons" that we all have. The major challenge is to get past the excuses, the justifications, the rational left brain thinking and to get down to the "nitty-gritty", the elements and "primal coding" that make us all tick.

But what you say has this to do with the Internet, and more especially with the area of Search Engine Optimisation?

Well quite simply, it throws out of the window the whole idea of writing pages simply to get the attention of the Search Engines, this was never a good idea, but is still one that many SEO companies follow and that many customers demand. Quite simply it is a road to no where. Yes, you will get good rankings (however beware of the ever increasing power of Google's ever increasing LSI "Latent Symantec Indexing" technology that "sniffs" out unnatural looking text patterns, as this will eventually take those "SEO'd to death" web pages top places away) but you will also get fantastic "Bounce Rates" and poor conversions, exactly the opposite of what you want....

So, as I tell my clients, write your copy (or get us to write it for you) to "woo" your viewers and potential customers, smother them with "love" in the form of what they want to see and make it easy (emotionally and click wise) to buy your products and you will fair much better than ramming a set of keywords down their throats....

Graham Baylis
Internet Marketing and Promotion Specialists
www.I-O-M.com
"Making sure your needle is found in the Internet Haystack"