searchlove london 2015 | talia wolf | emotional targeting
TRANSCRIPT
Unlocking The Missing Link in CRO: Emotional Targeting
Talia Wolf | Conversioner.com
Taliagw
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Me
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People don’t remember what you said, they remember how you made them feel
Maya Angelou
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@conversioner_ @taliagw #CTAConf @taliagw
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@conversioner_ @taliagw #CTAConf
Emotional TargetingMake it about the customer
Show it Don’t just say it
Test Concepts
not elements
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Making it about the customer
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Making it about the customer
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Making it about the customer
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In Marketing:
You’re not Harry Potter, you’re Dumbledore.
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35%
Revenues
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Show It, Don’t Tell It
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That’s 3 seconds shorter than a gold fish!
Humans have an attention span of under 6 seconds.
Microsoft
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97%
Revenues
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Testing Concepts Not Elements
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23%
Revenues
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78%
Revenues
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Emotional Targeting Framework
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Emotion Setting Words Visual (things,
activities)Colour
Current Feeling
Desired Feeling
Emotional Targeting Framework
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Case Study 1
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Emotional Triggers:
Confidence Inspiration
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Superiority
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Testing Concepts
About the Customer
Showing it
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42%
Revenues
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Case Study 2
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Emotional Triggers:
Energetic AnticipationExcitement
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Testing Concepts
About the Customer
Showing it
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550%
Revenues
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Marketing isn’t a battle of products it’s
a battle of perceptions.Jack Trout
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