neuropersuasion
TRANSCRIPT
Neuro-Persuasion: Brain-based
Strategies for Online MarketersRoger Dooley
[email protected]@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