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THE SECRET PSYCHOLOGY
PERSUASIVE CONTENT
of
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The empirical study of how our online environments influence
our attitudes and behaviours
WEB PSYCHOLOGY
“ ”
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WEB PSYCHOLOGY
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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Provides a psychological toolkit to
help design more persuasive websites,
marketing and user experiences
WHY IT’S USEFUL
“ ”
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What’s the purpose of content?
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GOOD CONTENT SHOULD:
1. Grab (and hold) attention from the right people
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1. Grab (and hold) attention from the right people
2. Provoke the desired emotional response(s)
GOOD CONTENT SHOULD:
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1. Grab (and hold) attention from the right people
2. Provoke the desired emotional response(s)
3. Convert this into a mutually beneficial action
GOOD CONTENT SHOULD:
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So how do you do it?
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DECISION-MAKING 1
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Brosch, T., Scherer K. R., Grandjean, D., & Sander, D. (2013). The impact of emotion on perception, attention, memory, and decision-making. Swiss Medical Weekly.
Neuropsychological studies - patients with emotional dysfunctions from brain lesions can be highly impaired in everyday decisions
DECISION-MAKING
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R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press.
Where thought conflicts with emotion, the latter is designed by the neural
circuitry in our brains to win
DECISION-MAKING
“ ”
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To create a positive emotional state,
it helps if people trust you
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Simpson, J. A. (2007). Psychological foundations of trust. Current directions in psychological science, 16(5), 264-268.
Single most important ingredient for the development and maintenance of happy, well-functioning relationships
TRUST
“ ”
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Lack of trust is the biggest impediment to successful e-commerce
and interpersonal relationships
TRUST
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One way to establish trust is to anchor yourself
in your values & express them business-wide
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http://www.forbes.com/sites/larissafaw/2014/05/22/millennials-expect-more-than-good-products-services-to-win-their-loyalty/
More than 81% of millennials expect companies to make a public commitment
to good corporate citizenship
VALUES
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• People need to feel safe
TRUST
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• People need to feel safe • They need to feel understood
TRUST
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• People need to feel safe • They need to feel understood • They need to feel enabled and supported
TRUST
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One of the best ways to help people feel
these things, is to show homophily
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Love of the same The tendency to associate and
bond with similar others“ ”HOMOPHILY
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Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
A homophilous source is more likely to be perceived as credible,
trustworthy, and reliable…“ ”HOMOPHILY
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…The effectiveness of communication from a homophilous
source may be greater
HOMOPHILY
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
“ ”
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To leverage homophily, you have to
understand and mirror your audience
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The stories we relate to the most are the
ones that reflect our own experiences
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PERSUASIVE LANGUAGE 2
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact
PERSONALITY MATTERS
“ ”
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The Big 5 (a quick quiz)
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A high degree of intellectual curiosity, creativity and a preference
for novelty and variety?
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.
DO YOU HAVE…
“ ”
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THE BIG 5
1. Openness
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Organised, dependable, self-disciplined and dutiful? Do you prefer to plan
and aim for achievement?
ARE YOU…
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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THE BIG 5
1. Openness 2. Conscientiousness
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Energetic, positive, assertive & sociable? Do you tend to seek stimulation in
the company of others?
ARE YOU…
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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THE BIG 5
1. Openness 2. Conscientiousness 3. Extraversion
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The tendency to be compassionate and cooperative rather than suspicious
and antagonistic towards others?
DO YOU HAVE…
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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THE BIG 5
1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness
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The tendency to experience unpleasant emotions easily, such as anger, anxiety,
depression, and vulnerability?
DO YOU HAVE…
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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THE BIG 5
1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness 5. Neuroticism
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Who does this appeal to?
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
Strong Outgoing
Active Excitement Attention
EXTRAVERSION
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The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way
out of its current predicament.
Linzmayer, O. W. (1999). Apple confidential: the real story of Apple Computer. Inc.
INNOVATION
“ ”
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Innovation Intelligence
Sophistication Imagination Creative
OPENNESS
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
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Safe Reduce the anxiety
Uncertainty Security
Protection
EMOTIONAL STABILITY
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
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Specific words engage specific traits
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Know the psychography of your audience and adapt your messages accordingly
PERSONALISE
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
TRAIT MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
TRAITOpen Creativity & intellectual stimulation
MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
TRAITOpen Conscientious
Creativity & intellectual stimulation Efficiency & goal pursuit
MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
TRAITOpen Conscientious Extravert
Creativity & intellectual stimulation Efficiency & goal pursuit Excitement & social rewards
MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
TRAITOpen Conscientious Extravert Agreeable
Creativity & intellectual stimulation Efficiency & goal pursuit Excitement & social rewards Connection with family & community
MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
TRAITOpen Conscientious Extravert Agreeable Emotional Stability
Creativity & intellectual stimulation Efficiency & goal pursuit Excitement & social rewards Connection with family & community Safety & security
MOTIVATION
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1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
3. From Facebook likes: applymagicsauce.com
4. From digital footprint: hogan-x.com
5. Computerised text analysis: liwc.wpengine.com
TOOLS
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There are also other psychological
ways to increase engagement…
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OPTIMISING HEADLINES 3
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What do you notice about the
words in these headlines?
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They all use trigger words
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Weird
Surprising
Secret
Mystery
Effortless
TRIGGER WORDS
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Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing
TRIGGER WORDS
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Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing
Bizarre
Essential
Incredible
(It’s not what
you think)
TRIGGER WORDS
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How to put it together
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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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Subject:
EXAMPLE
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Subject: Frying eggs
EXAMPLE
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Subject: Frying eggs
You could write an article entitled:
EXAMPLE
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Subject: Frying eggs
You could write an article entitled: -“How to fry an egg”
EXAMPLE
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Subject: Frying eggs
You could write an article entitled: -“How to fry an egg” -“Why I love frying eggs”
EXAMPLE
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OR APPLY THE FORMULA:
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“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
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number
“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
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number
trigger word
“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
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number
trigger word
“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
adjective
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number
trigger word keyword
“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
adjective
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“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word keyword
promise
OR APPLY THE FORMULA:
adjective
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But isn’t this just clickbait?
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You’re not offering value, or if you’re promising more than you can deliver
ONLY IF…
“ ”
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What are the tangible benefits my customers will get from this content? “ ”
ASK YOURSELF
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KEY TAKEAWAYS
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To create persuasive, emotionally engaging content:
KEY TAKEAWAYS
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To create persuasive, emotionally engaging content:
1. Establish trust through shared values & homophilly
KEY TAKEAWAYS
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To create persuasive, emotionally engaging content:
1. Establish trust through shared values & homophilly
2. Adapt your content to your customers’ personalities
KEY TAKEAWAYS
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To create persuasive, emotionally engaging content:
1. Establish trust through shared values & homophilly
2. Adapt your content to your customers’ personalities
3. Use trigger words in your headlines
KEY TAKEAWAYS
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THANK YOU!
@NathalieNahai NathalieNahai.com