neuropersuasion

Neuro-Persuasion: Brain-based

Strategies for Online MarketersRoger Dooley

rogerdooley.comrogerd@dooleydirect.com@rogerdooley

#ldasummit2015@rogerdooley

NOTME!

Marketers?

Honesty & Ethics Very High/High

• Nurses – 85%• Engineers – 70%

• Advertising – 11%• Sales – 8%

CEO Trust• CFOs – 90%• CIOs – 90%• CMOs – 20%

Why?

Most Marketing & Sales

Money Is Wasted.

95% - New Products98% - Direct Mail98% - Sales Emails93% - Sales Calls50% - Large Branding

CampaignsFAIL

$4,000,000,000,000.

2015 Est. – Business Insider

Today’s Objective:

Show how you can cut your wasted

marketing spend!

SEO – SEM – Social

Via Andre Morys

Traffic Conversion

Daniel Kahneman Ronald Coase

Daniel Kahneman

System 1

System 2

5% Conscious

95% Non-conscious

A New Model

The Persuasion

Slide™

Gravity

Angle

Angle

Friction

Nudge

Robert Cialdini: 6 Factors

BJ Fogg: Behavior Model

Geoffrey Miller: Evolutionary Psychology

Behavior Research

No singletheory explains

all behavior!

WebConversion

Gravity

• Initial Motivation• Needs• Wants• Goals

Fighting Gravity

“Do this for us!”

Fighting Gravity

Work WITH Gravity

“We will help you!”

Work WITH Gravity

From iwillteachyoutoberich.com

“Make Money!”

Nudge

Attention!

Nudges

Phone CallCall to Action

Popup

Search AdBanner Ad

Email AlarmSign

Sales Call

Bad Nudge

From pawesome.com

chrisbrogan.com

From chrisbrogan.com

Nudge must be seen & start the process

Angle

Motivation!

Nudge Without Motivation

Conscious & Non-Conscious Motivators

Conscious MotivatorsBenefits

GiftsDiscounts

Features

Specifications Prices

Non-conscious MotivatorsEmotions Psychology

Brain Bugs

Include BOTH Conscious and

Non-conscious motivators!

Conscious: Benefits“Typical customer saves 25%.”

“Has twice the power!”

“Money-back guarantee!”

Gifts & Discounts“Free 50-page ebook!”

“$10 Starbucks card if you complete the survey!”

“20% off until midnight!”

No Discounts,No Motivation

Problem: Cost to Motivate

$ €

Non-Conscious Motivators

FREE! Effective!

Dog owners?

Pet parents?

Liking

Show attributes you share with your

customer to create “liking effect.”

Copy & ContentMotivators

Tell Stories

Use stories to engage the customer’s brain.

Decoy Marketing

Subscription Offer A

$59 – Internet Only

$125 – Internet & Print

From Predictably Irrational by Dan Ariely

Subscription Offer A

$59 – Internet Only (68)

$125 – Internet & Print (32)Predicted Revenue – $8,012

From Predictably Irrational by Dan Ariely

Subscription Offer B

$59 – Internet Only $125 – Print Only $125 – Internet & Print

From Predictably Irrational by Dan Ariely

Subscription Offer B

$59 – Internet Only (16)$125 – Print Only $125 – Internet & Print (85)Predicted Revenue – $11,444

From Predictably Irrational by Dan Ariely

Add a less attractive offer to boost sales of a similar offer.

Add a more expensiveproduct to boost salesof a lower priced one.

Scarcity

Vs.

Make Your Own Scarcity

“Offer expires at midnight!”

“Only 25 available at this price!”

CreativeChoices

299$

299$

Men Women

$1,299.00$ 1299

+64% - “tastier”+100% - “definitely buy”

sexFear of loss

Stories

Friction

Ronald Coase

Friction =The time, money, and effort lost in getting what you

want.

Difficulty:Real and Perceived

Real FrictionForm FieldsSteps in Checkout ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion Sequence

High Friction

Low Friction

High Friction

Near-Zero

Friction

Choice Architecture

Eric J. Johnson and Daniel Goldstein

Default Choice

Minimum Friction

User Experience Friction

UX

Disabled Autofill

“Autocomplete tags reduce

friction!”

Super-strong Passwords

Disappearing Form Data

Dumb Reply Addresses

Check every step of the conversion process.

“Imaginary” Friction&

Cognitive Fluency

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.

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.

More “fluent” site =More revealing posts

Drunk Tank Pink, Alter

Minimize perceived friction with simple fonts, short

text, & easy-to-read design.

Important:

If it’s not motivation, it’s friction!

Build Your Slide!

Align with Gravity

First a Nudge

Maximize Angle/MotivationConscious

&Non-conscious

Non-conscious:almost always

costs less!

Minimize Friction

Minimizing friction almost always costs less than increasing motivation!

rogerdooley.com/yes

If you remember just one thing from today…

Change is constant and accelerating…

CommunicationHuge Change in 50 Years

MediaHuge Change in 50 Years

Mobile!

Big Data!

Social Media!

Our BrainsNO Change in 50,000 Years!

Make your marketing work

with your customer’s brain

and how it is wired!

rogerdooley.com/yes