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@basvandenbeld
Bas van den Beld, State of Digital
www.basvandenbeld.com | www.stateofdigital.com
The Psychology Behind The Content
@basvandenbeld
Speaking, Consulting, 

Publishing, Training
Brighton SEO, 2016
@basvandenbeld
@basvandenbeld
I can’t choose between the different
backpacks
@basvandenbeld
I would buy if things would make
sense
@basvandenbeld
Like most people I happily pay more if the
perception of what I’m getting is that it’s good
@basvandenbeld
@basvandenbeld
But most of the time it doesn’t make
sense
@basvandenbeld
But most of
the time it
doesn’t
make sense
@basvandenbeld
The same happens online
The problem of choice
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld
More choices don’t always lead to
more sales
@basvandenbeld
@basvandenbeld
@basvandenbeld
Attention is a currency
@basvandenbeld
What we all want is…
@basvandenbeld
@basvandenbeld
Most purchasing decisions have both
conscious and non-conscious components
@basvandenbeld
We need to get into people’s brains
@basvandenbeld
Understand who you are targeting
The psychology behind successful
content
@basvandenbeld
@basvandenbeld
We decide because of memories, past experiences,
and learned associations
Know the motivation of your audience,
initial motivation is critically important
@basvandenbeld
You need to work with the customer’s
needs and desires
@basvandenbeld
People warm to you very quickly if you open
your eyes, ears, and heart to their culture
@basvandenbeld
@basvandenbeld
The more personal, the better
@basvandenbeldhttp://answerthepublic.com/
@basvandenbeld
@basvandenbeld
Context means everything
@basvandenbeld
Understand perspective
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld
Find shared values with your audience
@basvandenbeld
Find a common enemy
@basvandenbeld
@basvandenbeld
Create something people can’t resist
@basvandenbeld
We don’t want to lose, or miss out
@basvandenbeld
Guide people
@basvandenbeld
People fill in the gaps
@basvandenbeld
Kanisza	Triangle
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld
People want to recognise themselves
@basvandenbeld
@basvandenbeld
@basvandenbeld
I tweet, share, and write about this stuff. 

Get regular updates by subscribing here: http://std.al/joinstod
Have Bas speak or train at your even or company consult? Get in touch!
Bas van den Beld

www.basvandenbeld.com
www.stateofdigital.com
nl.linkedin.com/in/basvandenbeld
@stateofdigital 

@basvandenbeld
Bas teaches a public speaking course: http://std.al/speakbas

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