Psych London 2014

transcript

THINGS WE TOOKFROM PSYCH LONDON 2014Applying psychological thinking to real world marketing

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TO MAKE YOUR CONTENT REALLY PERSUASIVE, YOU NEED TO UNDERSTAND YOUR AUDIENCE’S EMOTIONAL CONTEXT

PEOPLE DON’T BUY FOR FUNCTIONAL REASONS ANY MORE – THERE’S SIMPLY TOO MUCH CHOICE

THE FIRST BANNER AD GOT OVER 70% CLICKTHROUGH

PEOPLE OFTEN JUST DON’T KNOW WHAT THEY WANT

TODAY’S BRANDS ARE UP AGAINST SOME INSANELY CONNECTED INDIVIDUALS IN THE WAR FOR CUSTOMERS’ ATTENTION ONLINE

WE ARE WIRED TO RID OURSELVES OF MARKETING POLLUTION. !CONTENT MUST BE NOURISHING, NOT POLLUTING.

TOO MANY BRANDS ARE PAYING MONEY TO MAKE PEOPLE HATE THEM

START WITH CONTENT, NOT PLATFORMS

THE DEFAULT POSITION OF MANY BRAND STORIES IS: “Let’s talk about me.” !THIS IS THE OPPOSITE OF WHAT WORKS.

DONE WELL, STORIES CREATE EMOTIONAL JOURNEYS. THEY BUILD BRAND CUES AND ASSOCIATIONS AND MAKE INFORMATION MORE COMPELLING.

EMOTION IS KEY TO EFFECTIVE STORYTELLING, IT RUBS OFF ON THE BRAND

THE EASIER IT IS TO THINK OF SOMETHING, THE MORE IMPORTANT YOU’LL THINK IT IS (THIS IS THE AVAILABILITY HEURISTIC)

THE EASIER SOMETHING IS TO UNDERSTAND, THE MORE CREDIBLE YOU’LL THINK IT IS (THIS IS THE FLUENCY HEURISTIC)

IF YOU CAN ASSOCIATE YOUR BRAND WITH A CONTEXT, IT WILL BE MORE COMPELLING (THIS IS THE SIMILARITY HEURISTIC)

YOUR BRAND MUST HAVE A NATURAL ROLE IN THE STORY, IT CAN’T BE SIMPLY TAGGED ON THE END

THE STORY IS OFTEN MORE IMPORTANT THAN THE TRUTH – IF IT’S MORE INTERESTING (THIS IS TRUTHINESS)

TRIGGERS TO CREATING PERSUASIVE STORIES – THEY CAN BE: funny, sexy, cruel, spectacular, shocking, illuminating, topical OR controversial

TO GET PAST THE ‘BOUNCERS IN THE BRAIN’ YOU NEED TO BE SURPRISING, RELEVANT AND EMOTION-DRIVEN

TOO MANY MARKETERS ARE ‘PLAYING AIR GUITAR’ WITH IDEAS

60% TO 70% OF LIFTS IN SPLIT TEST RESULTS COME FROM COPY, NOT DESIGN

MAKE TESTING EASY TO DO AND DO IT OFTEN

THE BRAIN NEEDS A PATTERN TO MAKE SENSE OF INFORMATION (BUT ONCE IT RECOGNISES A PATTERN, IT FINDS IT ALMOST IMPOSSIBLE TO IGNORE)

PEOPLE DON’T KNOW WHAT THEY DON’T KNOW

PEOPLE ARE MORE HIGHLY VALUED IF THEY HAVE SYMBOLS ATTACHED TO THEM (EG THE PERSON WHO WROTE THE BOOK ON… )

WE PLAY GAMES WITH OURSELVES TO CREATE INTANGIBLE MEANING THAT CONNECTS US TO OTHERS

CREATING CONTAGIOUS CONTENT IS ABOUT USING THE POWER OF PERSUASION (NOT COERCION OR REASON)

WE ARE ALL BASICALLY SUGGESTABLE CREATURES LOOKING FOR ANSWERS

USE ‘CUE WORDS’ TO PRIME PEOPLE WITH POSITIVE EMOTIONAL TERMS AND ASSOCIATIONS

PERSONAS ARE SIMPLY FRAMEWORKS FOR UNDERSTANDING BEHAVIOUR AND FINDING COMMON ELEMENTS/THEMES ACROSS DIFFERENT CUSTOMER GROUPS

TRADITIONAL PERSONAS ARE NOT VERY ACTIONABLE – THEY DON’T TELL YOU HOW TO INCREASE CONVERSIONS

TOO OFTEN, MARKETERS SET PERSONAS IN STONE AND FAIL TO UPDATE THEM BASED ON REAL-WORLD INFORMATION

LOOK TO UNDERSTAND YOUR CUSTOMER’S EMOTIONAL STATE AND WRITE TO THAT

BE SPECIFIC ABOUT THE EMOTION YOU WANT TO ELICIT

MOTIVATION IS THE UNCONSCIOUS PLAYED OUT ON THE WORLD OF THE CONSCIOUS

WE PERSUADE OURSELVES OF THINGS THAT SUPPORT OUR EGO, IDENTIFYING WITH STORIES OF HOW WE SEE OURSELVES (OR WOULD LIKE TO)

WITH ‘SLOW’ THINKING SYSTEMS, YOU NEED TO WAKE THEM UP WITH A JOLT

WITH ‘FAST’ THINKING SYSTEMS, YOU NEED TO OFFER OPTIONS AND CONTROL

Thanks to the speakers and organisers:

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RIDDING THE WORLD OF CRAPPY B2B CONTENT (ONE BRAND AT A TIME)

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Psych London 2014

Marketing