ringo moss - behavioural tricks for new business success

RINGO MOSS@ringomoss / @PositiveBristol

WE ALL MAKE MISTAKESBEHAVIOURAL TRICKS

FOR PERSUASION

@ringomoss / @PositiveBristol

WHO AM I?


WHO AM I?

STRATEGIST



- DIGITAL AGENCY - CHARITY NFP - EFFECTIVENESS - DIGITAL STRATEGY

WHO AM I?

WTF ARE COGNITIVE BIASES?


- 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


- Strengthen Arguments - Influence Decisions - Persuade - Anticipate Reactions - Make Connections

WHY PEOPLE DO WHAT THEY DO.

COGNITIVE BIASES


DELICIOUS EXAMPLES


VON RESTORFF EFFECT


An item that sticks out is more likely to be remembered, talked about (and chosen) than other items.

VON RESTORFF EFFECT


- BE MEMORABLE | BE REMARKABLE (OBVIOUS RIGHT?)

VON RESTORFF EFFECT


VON RESTORFF EFFECT


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


PRIMACY / RECENCY EFFECT


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.



- GET IN THERE FIRST (OR LAST)



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"



PEAK END RULE


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


- END ON A HIGH

PEAK END RULE


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


PICTURE SUPERIORITY EFFECT


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.





- 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



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


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


• 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



EVERYONE STAND UP & STAY STANDING IF:



WAVE YOUR HANDS IF:

You have short hair

SIT DOWN IF YOU DON’T



WAVE YOUR HANDS IF:

You cycle (a bit) 7 - 12 miles




WAVE YOUR HANDS IF:

You recently did a 5k fun run




WAVE YOUR HANDS IF:

You went to Kingston Uni




WAVE YOUR HANDS IF:

Your name is Lisa

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



P.T. BARNUM WAS A SHOWMAN



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


SOME NOTES


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


ringo moss - behavioural tricks for new business success

Marketing

restorff effect

primacy recency effect

high peak end rule

picture superiority

sequence items

cognitive biases

peaks structure agendas

peaks regular wash ups