ringo moss, positive: behavioural tricks
TRANSCRIPT
RINGO MOSS@ringomoss / @PositiveBristol
WE ALL MAKE MISTAKESBEHAVIOURAL TRICKS
FOR PERSUASION
@ringomoss / @PositiveBristol
WHO AM I?
@ringomoss / @PositiveBristol
WHO AM I?
STRATEGIST
@ringomoss / @PositiveBristol
@ringomoss / @PositiveBristol
- DIGITAL AGENCY - CHARITY NFP - EFFECTIVENESS - DIGITAL STRATEGY
WHO AM I?
WTF ARE COGNITIVE BIASES?
@ringomoss / @PositiveBristol
- Systematic deviations from reason or rationality. - They are often the reason we assess choice badly. - They control all of our lives in weird ways. - They are fairly consistent across populations.
WE CAN USE THEM TO OUR ADVANTAGE.
COGNITIVE BIASES
@ringomoss / @PositiveBristol
- Strengthen Arguments - Influence Decisions - Persuade - Anticipate Reactions - Make Connections
WHY PEOPLE DO WHAT THEY DO.
COGNITIVE BIASES
@ringomoss / @PositiveBristol
DELICIOUS EXAMPLES
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VON RESTORFF EFFECT
@ringomoss / @PositiveBristol
An item that sticks out is more likely to be remembered, talked about (and chosen) than other items.
VON RESTORFF EFFECT
@ringomoss / @PositiveBristol
- BE MEMORABLE | BE REMARKABLE (OBVIOUS RIGHT?)
VON RESTORFF EFFECT
@ringomoss / @PositiveBristol
VON RESTORFF EFFECT
@ringomoss / @PositiveBristol
via @timcaynes
VON RESTORFF EFFECT
@ringomoss / @PositiveBristol
via @timcaynes
In all all of your communications with existing and new clients make sure that you STAND OUT.
- Language (A list of 10 unusual descriptors) - Presentation (Packaging and hard copy proposals) - Experience (Pitch Theatre, Meeting Menus) - Personality (Be a peacock)
VON RESTORFF EFFECT
@ringomoss / @PositiveBristol
PRIMACY / RECENCY EFFECT
@ringomoss / @PositiveBristol
Things near the end of a sequence are the easiest to recall and choose, followed by the items at the
beginning of a sequence; items in the middle are the least likely to be chosen.
PRIMACY / RECENCY EFFECT
@ringomoss / @PositiveBristol
- GET IN THERE FIRST (OR LAST)
PRIMACY / RECENCY EFFECT
@ringomoss / @PositiveBristol
Sequence
Reca
ll / C
hoice
PrimacyRecency
BE LAST | OR FIRST
- Proposals, meetings, pitches etc. (Be last / first if possible) - Options should be ordered for choice. (Not for 3) - Bookend information in presentations (mix it up if you can) - Make a phone call as soon as you can for opportunities - “First Impressions Last"
PRIMACY / RECENCY EFFECT
@ringomoss / @PositiveBristol
PEAK END RULE
@ringomoss / @PositiveBristol
That people seem to perceive not the sum of an experience but the average of how it was at its peak (e.g. pleasant or
unpleasant) and then how it ended.
PEAK END RULE
@ringomoss / @PositiveBristol
- END ON A HIGH
PEAK END RULE
@ringomoss / @PositiveBristol
Time
Expe
rienc
e
Peak End
End
Keep your peaks up, and end with a bang
- Set Clear, S.M.A.R.T Objectives (So you can meet them) - Celebrate Success (Creating peaks) - Celebrate Client Anniversaries (Assess / Creating peaks) - Regular Wash Ups (Creating peaks) - Structure Agendas (That end on a high)
PEAK END RULE
@ringomoss / @PositiveBristol
PICTURE SUPERIORITY EFFECT
@ringomoss / @PositiveBristol
Concepts that are learned by viewing pictures are more easily and frequently recalled and subsequently chosen than
concepts that are learned by viewing their written word form counterparts.
PICTURE SUPERIORITY EFFECT
@ringomoss / @PositiveBristol
PICTURE SUPERIORITY EFFECT
@ringomoss / @PositiveBristol
- PRESENT IDEAS AND CONCEPTS USING IMAGERY
CIRCLE
Recall after 3 days Recall after 3 days10% 65%
Nelson, D.L., Reed, U.S., & Walling, J.R. (1976). Pictorial superiority effect. Journal of Experimental Psychology: Human Learning & Memory, 2, 523-528
PICTURE SUPERIORITY EFFECT
@ringomoss / @PositiveBristol
Be as visual as you can
- Use flows and imagery to explain ideas (Even for email) - ALWAYS use a designer where possible (Life’s a pitch) - Present wherever possible (Show, don't tell) - Screen Shares / Google Hangouts (Instead of results calls) - Don’t use unnecessary clipart (Unless it explains concept)
THE FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
Individuals will give high accuracy ratings to descriptions of their personality that supposedly are tailored specifically for them, but are in fact vague and general enough to apply to a
wide range of people.
Personalisation sells.
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
• You consider yourself to be a creative individual • You consider yourself to be a business person • You are a strategic or lateral thinker • You are either the MD or a founder of a business • You value attention to detail
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
EVERYONE STAND UP & STAY STANDING IF:
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
You have short hair.
SIT DOWN IF YOU DON’T
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
You are an indie music fan
SIT DOWN IF YOU DON’T
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
You run. Recently completing a 10k
SIT DOWN IF YOU DON’T
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
You support Arsenal
SIT DOWN IF YOU DON’T
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
WAVE YOUR HANDS IF:
Your name is Andy
YOU HAVE WON A PRIZE!
• You have a great need for other people to like and admire you
• You have a great deal of unused capacity, which you have not turned to your advantage
• Disciplined and self-controlled outside, you tend to be worrisome and insecure inside
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
P.T. BARNUM WAS A SHOWMAN
FORER / BARNUM EFFECT
@ringomoss / @PositiveBristol
Make your sales approach personal
- Research your prospective clients (get into their head) - Adopt a similar tone (Speak their language) - Generalist audience (We specialise in……..) - Empathise (Understand and replay their challenges)
SOME NOTES
@ringomoss / @PositiveBristol
SOME NOTES
@ringomoss / @PositiveBristol
It all adds up:
- Marginal gains not panaceas - Use behaviour in your work too (Marketing, Ads, Comms) - There are loads more to play with - Do your own reading, this is just the surface - Have fun with them - aaaaand……
BE GOOD
@ringomoss / @PositiveBristol
FURTHER READING
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FURTHER READING
@ringomoss / @PositiveBristol
Check these out for a start:
- Wiki - A great place to start (Cognitive Biases) - http://changingminds.org/ - http://www.neurosciencemarketing.com/ - http://danariely.com/ - http://www.thewebpsychologist.com/ - Rory Sutherland (Value, real and intangible - wikiman) - Behavioural Boozenomics Meetup
FURTHER READING
@ringomoss / @PositiveBristol
Longer reads:
FURTHER READING
@ringomoss / @PositiveBristol
Longer reads:
CHEERS
@ringomoss / @PositiveBristol
ROUNDTABLE QUESTION
@ringomoss / @PositiveBristol
What is the best (and worst) pitch/proposal or ‘deal close’ you have ever
done and why?