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THE SECRET
PSYCHOLOGY
PERSUASIVE COPY
of
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1  Introduction
2  Persuasive copy
3  Engaging images
4  Viral videos
5  Key takeaways
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
bit.ly/persuasive_copy
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1  Introduction
2  Persuasive copy
3  Engaging images
4  Viral videos
5  Key takeaways
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
INTRODUCTION
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HELLO!
@NathalieNahai
TheWebPsychologist.com
HumaniseTheWeb.com
Nathalie Nahai
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WEB PSYCHOLOGY
I coined the term ‘Web Psychology’
in 2011 and defined it as…
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“ ”
WEB PSYCHOLOGY
The empirical study of how
our online environments influence
our attitudes and behaviours
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HOW IT HELPS YOU
Provides a psychological toolkit
to help design more persuasive websites,
apps, and user experiences
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WEBPSYCHOLOGY
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WEBPSYCHOLOGY
HCI
neuro-
aesthetics
user
experience
social
psychology
cognitive
psychology
neuroscience
cross-cultural
psychology
behavioural
economics
persuasive
technology
personality
psychology
digital
humanities
marketing
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THE PROBLEM
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IT’S THREEFOLD
Your message isn’t getting heard because:
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IT’S THREEFOLD
Your message isn’t getting heard because:
1  Too much competition
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IT’S THREEFOLD
Your message isn’t getting heard because:
1  Too much competition
2  Limited attention & time
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IT’S THREEFOLD
Your message isn’t getting heard because:
1  Too much competition
2  Limited attention & time
3  Shift in upcoming generations’ motivations
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THE SOLUTION
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Understand your customers and
be the best at giving them what they want
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BUT HOW?
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KNOW WHO YOU’RE
TARGETING
1
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YOU PROBABLY KNOW…
•  Age
•  Gender
•  Location
•  Device
•  Browser & OS
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BUT
Basic analytics & demographics aren’t enough
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DIG DEEPER
You have to understand why your customers
are behaving the way they are
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PERSONALITY
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“ ”
PSYCHOGRAPHICS
Oxford Dictionaries, 2015
Study and classification of people
according to their attitudes, aspirations,
and other psychological criteria
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“ ”
PERSONALITY MATTERS
Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6),
578-581.
Adapting persuasive messages to the
personality traits… can be an effective
way of increasing the messages’ impact
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THE BIG 5
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QUICK QUIZ
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DO YOU HAVE…
A high degree of intellectual
curiosity, creativity and a preference
for novelty and variety?
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THE BIG 5
1  Openness
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL:
Psychological Assessment Resources.
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ARE YOU…
Organised, dependable, self-disciplined
and dutiful? Do you prefer to plan
and aim for achievement?
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THE BIG 5
1  Openness
2  Conscientiousness
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL:
Psychological Assessment Resources.
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DO YOU HAVE…
The tendency to be compassionate
and cooperative rather than suspicious
and antagonistic towards others?
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THE BIG 5
1  Openness
2  Conscientiousness
3  Agreeableness
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL:
Psychological Assessment Resources.
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ARE YOU…
Energetic, positive, assertive and sociable?
Do you tend to seek stimulation in the
company of others?
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THE BIG 5
1  Openness
2  Conscientiousness
3  Agreeableness
4  Extraversion
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL:
Psychological Assessment Resources.
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DO YOU HAVE…
The tendency to experience unpleasant
emotions easily, such as anger, anxiety,
depression, and vulnerability?
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THE BIG 5
1  Openness
2  Conscientiousness
3  Agreeableness
4  Extraversion
5  Neuroticism
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL:
Psychological Assessment Resources.
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HIDDEN DRIVERS
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There are many ways we make
decision-making easier for ourselves
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SOCIAL NORMS
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SOCIAL NORMS
Socially shared and enforced
attitudes specifying what to do and
what not to do in a given situation
Prentice, D. A. (2012). The psychology of social norms and the promotion of human rights (pp. 23-46). Oxford University Press, USA.
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PSYCHOLOGICAL HEURISTICS
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HEURISTIC
Mental shortcut that eases the
cognitive load of making a decision
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HEURISTIC
1
anchoring
Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. science, 185(4157), 1124-1131.
The first piece of information offered
(the ‘anchor’) influences the rest of our decision
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EXPERIMENT
Think of a country beginning with the letter ‘U’
2
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EXPERIMENT
2
What is it?
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2
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YOU COULD HAVE CHOSEN
•  United Arab Emirates
•  U.K.
•  Ukraine
•  USA
•  Uzbekistan
22
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HEURISTIC
2
availability
Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive psychology, 5(2), 207-232.
When evaluating a decision, we rely on the
immediate ‘available’ examples that come to mind
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QUICK QUIZ
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GUESS THE BRAND
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2
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2
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2
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2
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2
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2
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HEURISTIC
2
availability
‘Sticky’ copy is key to leveraging this
principle and increasing brand salience
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HEURISTIC
3
peak end rule
Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological science, 4(6),
401-405.
We judge experiences based on how they were
at their peak and at their end, rather than the total
sum or average of every moment of the experience
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3
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3
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3
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HEURISTIC
3
peak end rule
Even simple copy that acknowledges an interaction
can create a positive peak end experience
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COMMUNICATE
PERSUASIVELY
2
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PERSONALITY BASED KEYWORDS
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QUICK QUIZ
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Who does this appeal to?
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EXTRAVERSION
Strong
Outgoing
Active
Excitement
Attention
Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6),
578-581.
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OPENNESS
Innovation
Intelligence
Sophistication
Imagination
Creative
Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6),
578-581.
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NEUROTICISM
Safe
Reduce the anxiety
Uncertainty
Security
Protection
Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6),
578-581.
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KEYWORDS
Specific words engage specific traits
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PERSONALISE
Know the psychography of
your audience and adapt your
messages accordingly
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TOOLS
•  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP
•  Visual DNA visualdna.com
•  MyPersonality mypersonality.org
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TRIGGERS & HEADLINES
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HEADLINES
What do you notice about the
words in these headlines?
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TRIGGER
They all use psychological trigger words
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TRIGGER WORDS
Weird
Bizarre
Strange
Mystery
Effortless
Painstaking
Secret
Free
Creepy
Amazing
Absolute
Essential
Incredible
(It’s not what
you think)
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HOW TO PUT IT TOGETHER?
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FORMULA
You can use this approach
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Number / Trigger word
+
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Number / Trigger word
Adjective
+
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Number / Trigger word
Adjective
Keyword
+
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Number / Trigger word
Adjective
Keyword
Promise
+
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Number / Trigger word
Adjective
Keyword
Promise
KILLER HEADLINE
+
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EXAMPLE
Subject:
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EXAMPLE
Subject: Frying eggs
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
“How to fry an egg”
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
“How to fry an egg”
“Why I love frying eggs”
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OR APPLY THE FORMULA:
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
promise
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
SO, FOR ‘BORING’ INDUSTRIES…
Subject:
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
“Why you should insure your home”
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
“Why you should insure your home”
“Home insurance for the whole family”
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
adjective
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number adjective
keywordtrigger word
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number adjective
keyword
promise
trigger word
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ISN’T THIS JUST CLICKBAIT?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ONLY IF…
You’re not offering value, or if you’re
promising more than you can deliver
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
“ ”
ASK YOURSELF
What are the tangible benefits my
customers will get from this content?
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
SELL WITH INTEGRITY
3
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
TRUST
Lack of trust is one of the biggest
impediments to successful ecommerce
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
VALUES
One way to establish trust is to anchor yourself
in your values & express them business-wide
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
“ ”
VALUES
Oyserman, D. (2001). Values: Psychological Perspectives. International Encyclopedia of the Social & Behavioral Sciences, pp. 16150–16153.
Priorities, internal compasses or
springboards for action
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
“ ”
VALUES
The subjective judgments that help
us ascertain how important something is
to us relative to something else
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
GEN Y
More than 81% of millennials expect
companies to make a public commitment to
good corporate citizenship
http://www.forbes.com/sites/larissafaw/2014/05/22/millennials-expect-more-than-good-products-services-to-win-their-loyalty/
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
GEN Y
•  Values-based brands & messages
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
GEN Y
•  Values-based brands & messages
•  From CSR to ethical business models
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
GEN Y
•  Values-based brands & messages
•  From CSR to ethical business models
•  Identity & lifestyle brands
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
“ ”
B CORP
A new type of corporation which uses the
power of business to solve social and
environmental problems
http://www.bcorporation.net/
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
FINANCE
“Loans that change lives”
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
FASHION
“Buy one give one"
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
INSURANCE
Using values to create emotional arousal
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
BUT
There’s another key element to consider…
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHO ARE YOU
DESIGNING FOR?
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WE ARE THE USER
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
Facilitation
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
Facilitation Coercion
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
Facilitation
persuasion
Coercion
manipulation
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
“ ”
THE SILVER RULE
Do not do unto others what you
would not have them do unto you
Hillel the Elder in Talmud: Shabbat 31a
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HOWEVER
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ACCOUNTABILITY
•  Good intentions aren’t enough
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ACCOUNTABILITY
•  Good intentions aren’t enough
•  We all need a system of checks & balances
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ACCOUNTABILITY
•  Good intentions aren’t enough
•  We all need a system of checks & balances
•  Quality assurance is key
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
As CROs, designers and developers…
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ARCHITECTS & USERS
you are both the
of our future web
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHAT KIND OF WORLD
do we want to build?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
REFERENCES
Degree Deodorant Men (2014) http://www.degreedeodorant.com/en/men/
AXE (2012) https://www.youtube.com/watch?v=_tGLIEuud3A
Salon (2015) http://www.salon.com/
PsyBlog (2015) http://www.spring.org.uk/
3-word phrases with most FB shares in Buzzfeed Article titles (2015) http://minimaxir.com/2015/01/linkbait/
Humanise The Web (2015) http://humanisetheweb.com/tickets/
Bathstore (2015) http://www.bathstore.com/
Social Examiner (2015) http://www.socialmediaexaminer.com/thank-you/
HubSpot Unsubscribe Video (2013) https://www.youtube.com/watch?v=Lt8p0_Cp76c
Kiva.org (2015) http://www.kiva.org/
Tom’s Shoes (2015) http://www.toms.co.uk/
MetLife Insurance: My father lies, what about yours? (2015) https://www.youtube.com/watch?v=Y1eYebq3nWs
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THANK YOU!
@NathalieNahai
TheWebPsychologist.com
HumaniseTheWeb.com
Nathalie Nahai

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Nathalie Nahai - The secret psychology of persuasive copy (Conversion Conference)

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SECRET PSYCHOLOGY PERSUASIVE COPY of
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST bit.ly/persuasive_copy
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST INTRODUCTION
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HELLO! @NathalieNahai TheWebPsychologist.com HumaniseTheWeb.com Nathalie Nahai
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY I coined the term ‘Web Psychology’ in 2011 and defined it as…
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” WEB PSYCHOLOGY The empirical study of how our online environments influence our attitudes and behaviours
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW IT HELPS YOU Provides a psychological toolkit to help design more persuasive websites, apps, and user experiences
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBPSYCHOLOGY
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE PROBLEM
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because:
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because: 1  Too much competition
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because: 1  Too much competition 2  Limited attention & time
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because: 1  Too much competition 2  Limited attention & time 3  Shift in upcoming generations’ motivations
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SOLUTION
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Understand your customers and be the best at giving them what they want
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT HOW?
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KNOW WHO YOU’RE TARGETING 1
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. YOU PROBABLY KNOW… •  Age •  Gender •  Location •  Device •  Browser & OS
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT Basic analytics & demographics aren’t enough
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DIG DEEPER You have to understand why your customers are behaving the way they are
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” PSYCHOGRAPHICS Oxford Dictionaries, 2015 Study and classification of people according to their attitudes, aspirations, and other psychological criteria
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” PERSONALITY MATTERS Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581. Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5
  • 27. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. QUICK QUIZ
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… A high degree of intellectual curiosity, creativity and a preference for novelty and variety?
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Organised, dependable, self-disciplined and dutiful? Do you prefer to plan and aim for achievement?
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others?
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness 3  Agreeableness Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Energetic, positive, assertive and sociable? Do you tend to seek stimulation in the company of others?
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness 3  Agreeableness 4  Extraversion Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability?
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness 3  Agreeableness 4  Extraversion 5  Neuroticism Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN DRIVERS
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There are many ways we make decision-making easier for ourselves
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SOCIAL NORMS
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SOCIAL NORMS Socially shared and enforced attitudes specifying what to do and what not to do in a given situation Prentice, D. A. (2012). The psychology of social norms and the promotion of human rights (pp. 23-46). Oxford University Press, USA.
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 44. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PSYCHOLOGICAL HEURISTICS
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC Mental shortcut that eases the cognitive load of making a decision
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 1 anchoring Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. science, 185(4157), 1124-1131. The first piece of information offered (the ‘anchor’) influences the rest of our decision
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 48. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXPERIMENT Think of a country beginning with the letter ‘U’ 2
  • 49. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXPERIMENT 2 What is it?
  • 50. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. YOU COULD HAVE CHOSEN •  United Arab Emirates •  U.K. •  Ukraine •  USA •  Uzbekistan 22
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 2 availability Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive psychology, 5(2), 207-232. When evaluating a decision, we rely on the immediate ‘available’ examples that come to mind
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. QUICK QUIZ
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. GUESS THE BRAND
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  • 56. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  • 57. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  • 59. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  • 60. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  • 61. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 2 availability ‘Sticky’ copy is key to leveraging this principle and increasing brand salience
  • 62. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 3 peak end rule Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological science, 4(6), 401-405. We judge experiences based on how they were at their peak and at their end, rather than the total sum or average of every moment of the experience
  • 63. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3
  • 64. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3
  • 65. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 3 peak end rule Even simple copy that acknowledges an interaction can create a positive peak end experience
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. COMMUNICATE PERSUASIVELY 2
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY BASED KEYWORDS
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. QUICK QUIZ
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Who does this appeal to?
  • 72. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 73. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION Strong Outgoing Active Excitement Attention Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581.
  • 74. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 75. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPENNESS Innovation Intelligence Sophistication Imagination Creative Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581.
  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NEUROTICISM Safe Reduce the anxiety Uncertainty Security Protection Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581.
  • 78. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEYWORDS Specific words engage specific traits
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALISE Know the psychography of your audience and adapt your messages accordingly
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS •  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP •  Visual DNA visualdna.com •  MyPersonality mypersonality.org
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGERS & HEADLINES
  • 82. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEADLINES What do you notice about the words in these headlines?
  • 83. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 84. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER They all use psychological trigger words
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Bizarre Strange Mystery Effortless Painstaking Secret Free Creepy Amazing Absolute Essential Incredible (It’s not what you think)
  • 87. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO PUT IT TOGETHER?
  • 89. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. FORMULA You can use this approach
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
  • 93. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise +
  • 94. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE +
  • 95. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:
  • 96. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled:
  • 98. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: “How to fry an egg”
  • 99. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: “How to fry an egg” “Why I love frying eggs”
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  • 101. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock”
  • 102. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number
  • 103. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word
  • 104. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective
  • 105. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword
  • 106. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword promise
  • 107. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject:
  • 108. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance
  • 109. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled:
  • 110. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: “Why you should insure your home”
  • 111. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: “Why you should insure your home” “Home insurance for the whole family”
  • 112. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life”
  • 113. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number
  • 114. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word
  • 115. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word adjective
  • 116. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number adjective keywordtrigger word
  • 117. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number adjective keyword promise trigger word
  • 118. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 119. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ISN’T THIS JUST CLICKBAIT?
  • 120. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ONLY IF… You’re not offering value, or if you’re promising more than you can deliver
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  • 126. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” VALUES Oyserman, D. (2001). Values: Psychological Perspectives. International Encyclopedia of the Social & Behavioral Sciences, pp. 16150–16153. Priorities, internal compasses or springboards for action
  • 127. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” VALUES The subjective judgments that help us ascertain how important something is to us relative to something else
  • 128. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. GEN Y More than 81% of millennials expect companies to make a public commitment to good corporate citizenship http://www.forbes.com/sites/larissafaw/2014/05/22/millennials-expect-more-than-good-products-services-to-win-their-loyalty/
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  • 133. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” B CORP A new type of corporation which uses the power of business to solve social and environmental problems http://www.bcorporation.net/
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  • 135. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. FINANCE “Loans that change lives”
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  • 141. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INSURANCE Using values to create emotional arousal
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  • 143. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT There’s another key element to consider…
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  • 151. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” THE SILVER RULE Do not do unto others what you would not have them do unto you Hillel the Elder in Talmud: Shabbat 31a
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  • 156. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. As CROs, designers and developers…
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  • 160. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REFERENCES Degree Deodorant Men (2014) http://www.degreedeodorant.com/en/men/ AXE (2012) https://www.youtube.com/watch?v=_tGLIEuud3A Salon (2015) http://www.salon.com/ PsyBlog (2015) http://www.spring.org.uk/ 3-word phrases with most FB shares in Buzzfeed Article titles (2015) http://minimaxir.com/2015/01/linkbait/ Humanise The Web (2015) http://humanisetheweb.com/tickets/ Bathstore (2015) http://www.bathstore.com/ Social Examiner (2015) http://www.socialmediaexaminer.com/thank-you/ HubSpot Unsubscribe Video (2013) https://www.youtube.com/watch?v=Lt8p0_Cp76c Kiva.org (2015) http://www.kiva.org/ Tom’s Shoes (2015) http://www.toms.co.uk/ MetLife Insurance: My father lies, what about yours? (2015) https://www.youtube.com/watch?v=Y1eYebq3nWs
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