Download - Neuropersuasion
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Neuro-Persuasion: Brain-based
Strategies for Online MarketersRoger Dooley
[email protected]@rogerdooley
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#ldasummit2015@rogerdooley
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NOTME!
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Marketers?
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Honesty & Ethics Very High/High
• Nurses – 85%• Engineers – 70%
• Advertising – 11%• Sales – 8%
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CEO Trust• CFOs – 90%• CIOs – 90%• CMOs – 20%
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Why?
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Most Marketing & Sales
Money Is Wasted.
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95% - New Products98% - Direct Mail98% - Sales Emails93% - Sales Calls50% - Large Branding
CampaignsFAIL
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$4,000,000,000,000.
2015 Est. – Business Insider
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Today’s Objective:
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Show how you can cut your wasted
marketing spend!
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SEO – SEM – Social
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Via Andre Morys
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Traffic Conversion
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Daniel Kahneman Ronald Coase
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Daniel Kahneman
System 1
System 2
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5% Conscious
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95% Non-conscious
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A New Model
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The Persuasion
Slide™
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Gravity
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Angle
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Angle
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Friction
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Nudge
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Robert Cialdini: 6 Factors
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BJ Fogg: Behavior Model
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Geoffrey Miller: Evolutionary Psychology
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Behavior Research
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No singletheory explains
all behavior!
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WebConversion
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Gravity
• Initial Motivation• Needs• Wants• Goals
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Fighting Gravity
“Do this for us!”
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Fighting Gravity
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Work WITH Gravity
“We will help you!”
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Work WITH Gravity
From iwillteachyoutoberich.com
“Make Money!”
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Nudge
Attention!
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Nudges
Phone CallCall to Action
Popup
Search AdBanner Ad
Email AlarmSign
Sales Call
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Bad Nudge
From pawesome.com
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chrisbrogan.com
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From chrisbrogan.com
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Nudge must be seen & start the process
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Angle
Motivation!
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Nudge Without Motivation
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Conscious & Non-Conscious Motivators
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Conscious MotivatorsBenefits
GiftsDiscounts
Features
Specifications Prices
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Non-conscious MotivatorsEmotions Psychology
Brain Bugs
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Include BOTH Conscious and
Non-conscious motivators!
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Conscious: Benefits“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”
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Gifts & Discounts“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”
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No Discounts,No Motivation
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Problem: Cost to Motivate
$ €
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Non-Conscious Motivators
FREE! Effective!
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Dog owners?
Pet parents?
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Liking
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Show attributes you share with your
customer to create “liking effect.”
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Copy & ContentMotivators
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Tell Stories
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Use stories to engage the customer’s brain.
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Decoy Marketing
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Subscription Offer A
$59 – Internet Only
$125 – Internet & Print
From Predictably Irrational by Dan Ariely
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Subscription Offer A
$59 – Internet Only (68)
$125 – Internet & Print (32)Predicted Revenue – $8,012
From Predictably Irrational by Dan Ariely
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Subscription Offer B
$59 – Internet Only $125 – Print Only $125 – Internet & Print
From Predictably Irrational by Dan Ariely
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Subscription Offer B
$59 – Internet Only (16)$125 – Print Only $125 – Internet & Print (85)Predicted Revenue – $11,444
From Predictably Irrational by Dan Ariely
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Add a less attractive offer to boost sales of a similar offer.
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Add a more expensiveproduct to boost salesof a lower priced one.
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Scarcity
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Vs.
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Make Your Own Scarcity
“Offer expires at midnight!”
“Only 25 available at this price!”
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CreativeChoices
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299$
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299$
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Men Women
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$1,299.00$ 1299
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+64% - “tastier”+100% - “definitely buy”
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sexFear of loss
Stories
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Friction
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Ronald Coase
Friction =The time, money, and effort lost in getting what you
want.
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Difficulty:Real and Perceived
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Real FrictionForm FieldsSteps in Checkout ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion Sequence
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High Friction
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Low Friction
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High Friction
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Near-Zero
Friction
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Choice Architecture
Eric J. Johnson and Daniel Goldstein
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Default Choice
Minimum Friction
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User Experience Friction
UX
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Disabled Autofill
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“Autocomplete tags reduce
friction!”
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Super-strong Passwords
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Disappearing Form Data
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Dumb Reply Addresses
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Check every step of the conversion process.
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“Imaginary” Friction&
Cognitive Fluency
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Confession SiteI believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
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Confession SiteI believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
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More “fluent” site =More revealing posts
Drunk Tank Pink, Alter
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Minimize perceived friction with simple fonts, short
text, & easy-to-read design.
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Important:
If it’s not motivation, it’s friction!
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Build Your Slide!
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Align with Gravity
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First a Nudge
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Maximize Angle/MotivationConscious
&Non-conscious
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Non-conscious:almost always
costs less!
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Minimize Friction
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Minimizing friction almost always costs less than increasing motivation!
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rogerdooley.com/yes
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If you remember just one thing from today…
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Change is constant and accelerating…
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CommunicationHuge Change in 50 Years
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MediaHuge Change in 50 Years
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Mobile!
Big Data!
Social Media!
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Our BrainsNO Change in 50,000 Years!
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Make your marketing work
with your customer’s brain
and how it is wired!
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rogerdooley.com/yes