the power of persuasion & motivation - microsoft ventures academy
TRANSCRIPT
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Tally NetzerMarketer & [email protected]
The power of persuasion & motivation
Making psychology your marketing tool
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Nikola Tesla (1856 to 1943)
1. Alternating Current2. Light3. X-rays4. Radio5. Remote Control6. Electric Motor7. Robotics8. Laser9 and 10. Wireless Communications and Limitless Free Energy
Over 700 patents
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“It’s a sad, sad story.
The inventor (Tesla) couldn’t commercialize anything.
He could barely fund his own research.”
Larry Page, Google’s co-founder
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There is more than one approach to marketing
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In marketing (like in life)effective starts with understanding
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That’s why we are here
Agenda
– A bit about the brain
– Motivation & persuasion
• What works
• Why it works
• How to’s & examples
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• 2 systems
“Thinking fast & slow” - Dr.Daniel Kahneman, 2002 Nobel Laureate
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Instincts
Food
Sex
Danger
Hello Gorgeous
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Fear Grabs Our Attention
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Are you safe?
Cyber security
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Did you cover everything?
QA & testing
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Other Variations of Fear
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Loss Aversion
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Test Drive - loss aversion in marketing
30 Day Free Trial
Try our premium version
Hold xx in your hands…..
Imagine xx in your house….
Try it on….
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Scarcity
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Learn from the masters - KickStarter
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Food & Sex
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Rewards
Pavlov started.
Skinner continued.
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New behavior
Variable reward schedule
Constant rewards
Ongoing behavior
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Translated to marketing
Gaming: Make it easy to win at first. Harder as it goes along.
Constant rewards: 10th cup free
Variable schedule: random praise
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Evolution
Our brain size x 3
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Complex Social Relationships
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“You will either step forward into growth or youwill step back into safety.” (Abraham Maslow)
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The Need to Belong
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Practically speaking:are you a chocoholic
A chocoholic is a person who loves chocolate.
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Social Proof - Everyone is doing it
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Breaking the Paradigm
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YOU
BECAUSE
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Authority
• Professors
• Doctors
• Analysts
• Media
• Bloggers
• Leaders
• Influencers
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Liking
Familiarity – I know you
Similarity – I’m like you
Attractive – I like to like
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Social media a friend told me
Cold calls / emails
I got your name from…
get introduced
Emails
be known
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Dress for Success
Hint: Attractive & Similar
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A marketing lesson from the Krishna
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Reciprocity
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• Give away’s
• How about a drink?
• Information
• Holiday cards
• I’m thinking of you...
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The incredible power of stories
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Consistency
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Pain Points
Share the pain
Tell me a story
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Connect & change the path
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“My brain is only a receiver. In the Universe there is a core from which we obtain knowledge, strength, inspiration.” -Nikola Tesla
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Some of the Sources
• How to Get People to Do Stuff - Susan Weinschenk, 2013
• Influence - Robert Cialdini, 1984
• Thinking Fast & Slow - Daniel Kahneman, 2002
• Predictably Irrational – Dan Ariely