Ben jij ze wel eens zat? Die websites vol opsommingen? Al die vragen die als spervuur op je afkomen? Al dan niet voorzien van bolletjes, nummers of vinkjes?
Ik wel. Maar ze werken, dus ik gebruik ze wel. Want niks leest zo snel als een korte opsomming die direct de kern raakt. Jouw kern, omdat je zo overduidelijk wordt aangesproken.
Must-have boek
Waaróm het werkt, begreep ik toen ik het boek las van Sarah Gagestein: denk NIET aan de roze olifant. Volgens de cover een ‘must-have boek’ over de psychologie van onzichtbaar overtuigen met framing.
Ik moest direct denken aan hokjesdenken. Iets waar ik ver weg van wil blijven. Maar nee, framing heeft meer te maken met kunst. Het creëren van een schilderij rondom jouw idee, zodat jouw idee ineens volkomen logisch lijkt. De juiste context, zeg maar.
In je website kun je daar gebruik van maken door een verhaal te vertellen. Een verhaal over jou als ondernemer, over jouw bedrijf te midden van het grote geheel of jouw product. ‘Een verhaal plakt het best als we een goeierik en een slechterik kunnen ontwaren’, zegt Gagestein.
Een concreet verhaal is voor de lezer makkelijk om te vertalen naar een sfeerbeeld, en dat kost het brein het minste moeite. Daarom is het vaak zo handig om te werken met die opsomming: met enkele treffende situaties zit jouw doelgroep knikkend van herkenning achter zijn beeldscherm. Het lastige is echter om van die opsomming geen trucje te maken.
Een van de tips uit de roze olifant die je direct kunt toepassen in je site: maak je verhaal zo concreet mogelijk. Schrijf het zo op dat het lijkt (of misschien wel echt zo is) alsof jouw klant letterlijk die uitspraak heeft gedaan.
Maar pas op. Want te concreet is ook weer niet goed, zegt Gagestein. Dan krijg je als lezer het gevoel dat dit verhaal een speciaal geval is. En dus niet representatief.
Voorbeeld
Ze noemt daarbij het voorbeeld van hulporganisaties die campagnes ondersteunden door indringende beelden van ondervoede kindjes. De tranen staan je in de ogen, en toch bleek dat kijkers van deze beelden moeite hadden om zich voor te stellen dat het overal in dat land zo was. Zó erg. Néé. Dat kón toch niet waar zijn?
Kijk maar eens hoe de hulporganisaties dat nu doen. Ze belichten nog steeds dat uitgehongerde kindje. Maar ze koppelen het aan een ander beeld. Ze vertellen er indringend bij dat dít kindje slechts één is van de zoveel duizend. Ze zoomen als het ware in, en zoomen dan uit.
Bovendien laten ze je niet achter met een machteloos gevoel. Vanuit wanhoop grijpt niemand meer in. Dus laten ze zien wat er bereikt wordt met een klein bedrag. Hoe ellendig het filmpje ook begint, ze sluiten af met hoop en positiviteit. In de hoop dat jij als lezer dan wel in actie komt.
Waar denk je aan?
Rationeel denken we misschien; daar trappen we niet in. Maar ons onbewuste legt een link die ons kwetsbaar maakt. Bijvoorbeeld als we na een lange werkdag ‘nagenoeg breindood’ door de supermarkt lopen.
Gagestein beschrijft het echt supersmakelijk in haar boek ‘Denk NIET aan de roze olifant’. Ik kan het je aanraden. Je hebt het zo uit én het zet je aan tot denken over jouw bedrijf en hoe jij dat naar buiten brengt. En nee, het boek bevat geen enkel plaatje van een roze olifant. Ook niet van een gewone olifant trouwens. Maar als ik jou vanmiddag zou bellen en ik vraag je: teken een willekeurig dier?
NB: het boekje is een uitgave van Haystack, kost € 19,95 en is ook als e-book verkrijgbaar: handig voor mee op vakantie!
EXTRA: Heb jij het boek gelezen? En wil jij het ergens op je site gaan toepassen? Als jij in het reactieveld hieronder aangeeft op welk punt jij je lezer onzichtbaar wilt overtuigen, dan denk ik met je mee en kunnen ook andere lezers van dit blog jouw idee ondersteunen. Maak gebruik van dit aanbod, het is helemaal gratis en verplicht je tot niets.
Hallo Thea,
Dank je wel voor je enthousiaste reactie! Je geeft zelf al aan dat jouw opdrachtgevers nu eigenlijk heel anders handelen dan dat logsich zou zijn. Ze willen werven en selecteren uitbesteden (dus ontzorgen) en in plaats daarvan zijn ze in de weer met diverse partijen met elk een resultatenlijstje die deels ook nog overlappen. Eigenlijk maken ze het zichzelf dus onnodig moeilijk! Jouw frame zou kunnen zijn: waarom moeilijk doen als het makkelijk kan? Waarom niet in zee gaan met één partij die toch in die grote vijver met al haar zijstromen vist. En die daardoor super gedreven is om voor jou EXCLUSIEF aan de gang te gaan. En de beste selectie toe te passen. Het klinkt misschien een beetje tricky om de focus te leggen op de klant, omdat het neigt naar kritiek. Zo van: jullie zijn best dom bezig. Maar als je het goed en prettig aanstipt, is het wel net die pijn waarmee je de opdrachtgever raakt en wat voor hem het omslagpunt zou kunnen zijn. En dus ook gelijk jouw onderscheidend vermogen!
Over een webbouwer moet ik kort zijn. Ik ken er meerdere, dus welke bij jouw vraag past, hangt erg af van jouw wensen. Mail me anders even, of bel maar eens, dan licht ik het toe en heb ik wel wat suggesties voor je. Goed idee?
Het boek van Sarah Gagestein staat op mijn verlang- en leeslijst, dus goed om te weten dat jij er weer het nodige uit opgedaan hebt. Eerst nog maar even de 5 andere boeken lezen die nu nog op een stapel liggen.
Klinkt alsof je nog wel een weekje vakantie kunt gebruiken Nathan! Ik kwam laatst een leuke tegen in het kader van framing. Reguliere veehouders, dus niet biologisch, werden neergezet als ‘kunstmestverslaafden’. Zonder openlijk kritisch te zijn, zette die journalist toch een behoorlijk stempel met dat artikel. Na het boek van de roze olifant zie je aan de lopende band zulke voorbeelden, lastig die beroepsdeformatie!
Dat weekje vakantie komt eraan hoor 🙂
Ik ben nu wel heel benieuwd, dus dat boek staat bovenaan mijn lijstje nu!
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When I initially left a comment I seem to have clicked the -Notify me when new comments are added- checkbox and from now on every time a comment is added I recieve four emails with the exact same comment. Is there a way you are able to remove me from that service? Thanks.
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Deneme bonusu sayesinde hiç yatırım yapmadan büyük ödüller kazandım!
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