why your content sucks (hint: it's not a messaging problem, it's a psychology problem)
TRANSCRIPT
Why Your Content Sucks
Hint: it’s not a Messaging Problem, it’s a Psychology ProblemMadison Taskett
Why was my Speech so Popular?It’s not coincidence; you’ll learn how as we go along!
Today You’ll Learn
How Your Brain Evolved and how that affects the way
people buy
Why you Need to Focus on the Problem, and how to message
products with multiple use cases
How to tell a Brand Story that will Gain you Customers for
Life
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2
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Madison TaskettMarketing Manager at JumpCloud
Owner of http://yourcontentsucks.com
• Experience marketing and selling for companies from from Fortune 500 to startup size in a range of industries
• Passion for genuine communication that sells
• Most popular speech for BSW 2016!
• Owner of yourcontentsucks.com
How your Brain Evolved- and how that affects the way
people buy
Why you need to focus on the problem, and how to message
products with multiple use cases
How to tell a Brand Story that will Gain you Customers for
Life
1
2
3
Pitch Anything Oren Klaff
NeocortexHIGHER LEVEL
DECISION MAKING
Brain StemSURVIVAL INSTINCTS
How our Brains Evolved
Mid-BrainEMOTIONS
SOCIAL SITUATIONS
YOU'RE IN A STRANGE CITY IN A PARKING LOT AT
NIGHT
Your brain springs into action
Survival
BRAIN STEM
Social Situations
MID BRAIN NEOCORTEX
Complex Decision Making
Our Brain Stem is Our Spam Folder
99%OF
INFORMATION GETS FILTERED
OUT
How your brain evolved- and how that affects the way
people buy
Why you Need to Focus on the Problem, and how to message
products with multiple use cases
How to tell a Brand Story that will Gain you Customers for
Life
1
2
3The Brain Audit
Sean D’Sousa
YET YOU STILL DEFTLY AVOID DOG POO ON THE
SIDEWALK
Example: Dog PooWe notice problems much more than we notice solutions.
YOU’RE ON A HOT DATE
People respond to ProblemsIn a study, participants were shown three kinds of photos and their brain
activity was measured.
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NO ADDITIONAL BRAIN ACTIVITY
NEUTRAL PICTURES EXCITING PICTURES PROBLEM PICTURES
GOT THE PULSE GOING… A LITTLE
BY FAR THE MOST BRAIN ACTIVITY
Multiple Use Cases Gone WrongWhen you attempt to speak to all of your customers at the same time,
you speak to none of them.
Lead Your Customer through Your HouseEvery room is a different pain point
Want Your Husband to Think You’re Sexy?
Imagine walking into a party with your husband by your side. He guides you through the crowd with his palm gently touching the small of your back. Once you find your spot, he whispers in your
ear, “You look so sexy tonight.” As people come to talk to the two of you, he puts his arm around you, making it
known that you are his woman. He doesn’t want to let you leave his side.
When I was overweight, I would think about it ALL THE TIME. When I opened
my eyes in the morning, I would immediately dread the thought of putting
on my pants and experiencing the feeling of discomfort around my stomach while I walked around and sat in my chair
all day.
I Hated Feeling Gross All the Time
THEY ARE THANKFUL FOR THAT USEFUL INFORMATION
Be EducationalYour problem should help your customer live a better life.
WHEN YOU TELL A FRIEND TO PREPARE FOR A
SNOWSTORM…
How your brain evolved- and how that affects the way
people buy
Why you need to focus on the problem, and what to do about
products with multiple use cases
How to tell a Brand Story that will Gain you Customers for
Life
1
2
3
Storyhacking Alaura Weaver
Frankly, there isn’t anyone you couldn’t learn to love once you’ve heard their
story.
AFTER THE RIGHT STORY
The Power of the Right Story
BEFORE THE RIGHT STORY
SlideShare doesn’t support audio, but this story is ABSOLUTELY worth hearing. The guy added backstories to junk and got over two
THOUSAND percent more money just by adding stories to them. Click on the link to hear how it worked: http://www.npr.org/
templates/story/story.php?storyId=121690381
WE DON’T JUST COMPREHEND STORIES, WE FEEL THEM
Now with Oxytocin!
Introducing the problem
CALL TO ADVENTURE
The Marketing Side of the Hero’s Journey Scholar Joseph Campbell nailed down the structure that has worked for
countless fairy tales, novels, and adventure movies.
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The stakes/customer’s nightmare scenario
REFUSAL OF THE CALL2
Your brand
THE HELPER/MENTOR3
Your offer
THE MAGICAL ITEM4
CTA
CROSSING THE THRESHOLD
5
The Hero’s Journey Continued
Lead nurturing
THE APPROACH6
Testimonials/ social proof
THE RETURN7
Call to Adventure: The ProblemIntroducing the problem
CALL TO ADVENTURE1
YOUR CUSTOMER IS ALWAYS THE HERO,
NEVER YOUR BUSINESS!
WHAT’S YOUR HERO’S AHA MOMENT?
YOUR HERO NEEDS TO BE JOLTED INTO A SENSE OF
PURPOSE
The hero of the story (your customer) needs an objective to strive for.
LogRhythm: Call to Adventure
Your Customer’s Nightmare ScenarioCustomer’s nightmare scenario
REFUSAL OF THE CALL2
WHAT KEPT NEO UP AT NIGHT: KNOWING THAT
HIS ENTIRE LIFE WAS A LIE
WHAT KEEPS YOUR CUSTOMER UP AT NIGHT?
VictorOps: a great Nightmare Scenario
VictorOps: a great Nightmare Scenario
Your Brand: The MentorYour Brand
THE HELPER/MENTOR3
NEO’S MENTOR: MORPHEUS
SOCIAL PROOF GIVES YOUR CUSTOMERS A
REASON TO TRUST YOUR ADVICE
Your brand was put on this Earth to help the hero in their quest.
Techstars: The Ultimate Mentor
A Mentor’s EmailDoes your subject line complete the sentence
“I want to help you ________________”?
(I Want to help you… )“Great discount inside!” –what does that tell your customer he/she can do?
Vs.
(I Want to help you…) “Enjoy the trails this weekend: Save 25% on Summer Mountain Biking Gear” — Oh! That’s sounds like just the thing
after a long winter!
Your brand
THE HELPER/MENTOR3
Your Offer is a Magical ItemYour offer
THE MAGICAL ITEM4
NEO’S MAGICAL ITEM: SIMULATED TRAINING
YOU UNDERSTAND HOW YOUR PRODUCT WILL FIT INTO THE REST OF YOUR
CUSTOMER’S LIFE.
Your magical item is scarce, limited, or exclusive and they’ll be at a serious disadvantage in their quest without it: that’s why it’s Magical.
Sovrn: Magical Items
the Point of no Return: Your CTAYour CTA
CROSSING THE THRESHOLD4
THE HERO HAS ONE LAST CHANCE TO TURN BACK, BUT INSTEAD HE TAKES A DEEP BREATH AND GOES
FOR IT.
YOUR CTA- THE POINT OF NO RETURN
tapinfluence: a compelling CTA
Lead Nurturing: Guide Your Hero On their Quest
Lead nurturing
THE APPROACH6
NEO’S LEAD NURTURING: THE ORACLE
GIVE THEM MAGICAL ITEMS/ ADVICE/
EDUCATION
It’s time for your hero to share their storyTestimonials/ social proof
THE RETURN7
“I’M GOING TO SHOW THEM A WORLD WHERE ANYTHING’S POSSIBLE.”
TESTIMONIALS, CASE STUDIES, CUSTOMER
QUOTES, REVIEWS
Repeat the process and the cycle of customers will perpetuate themselves.
My mentor’s magical item
allowed me to save my company from the
nightmare scenario!
Target Your Best Customers
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What did We Learn?
Your Brain Stem Is Your Spam
Folder
Isolate the problem!
The Hero’s Journey Will Get
You ALL the Money
Why was my Speech so Popular?
If you don't understand the psychology behind why your customers buy, then your content will always be fighting a losing battle. In this talk, we'll discuss how the brain
makes decisions when it comes to purchasing a product, and give actionable steps to improve your content and see higher conversions.
Why Your Content Sucks (Hint: It’s not a Messaging Problem, it’s a Psychology Problem)
79Start w/ the Problem
Isolated the problem
Call to Adventure!
My magical Item
Learn More Click on the link to visit
http://yourcontentsucks.com Learn all about neuroscience, messaging hacks, and branding
how-tos
Thank You!Madison Taskett: Constantly Curious Marketer
[email protected] @taskettTwitter:Email:Let’s keep in touch: I don’t bite!
http://yourcontentsucks.com
Reading ListMy talk was heavily influenced by the following works:
Pitch Anything Oren Klaff
The Brain Audit Sean D’Sousa
Storyhacking Alaura Weaver