Date post: | 06-May-2015 |
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Brainfluence: Getting Inside Your Customer’s
Head
Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/
Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/
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#CS13
@rogerdooley
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2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing
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2011 - 20132011 - 2013
Brainy Marketing
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Evolution?Enlightenment?
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Honesty & Ethics Very High/High
• Nurses – 85%• Engineers – 70%
• Advertising – 11%• Sales – 8%
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CEO Trust
• CFOs – 90%• CIOs – 90%• CMOs – 20%
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Why?
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Most Marketing & Sales
Money Is Wasted.
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Marketing Waste
95% - New Products98% - Direct Mail98% - Sales Emails93% - Sales Calls50% - Large Branding
Campaigns
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CEO Consumer
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Today’s Objective:
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Help you convert better & cut your marketing waste!
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Introducing:
The Persuasion Slide™
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Gravity
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Nudge
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Angle
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Angle
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Friction
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The Scienceof Persuasion
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Robert Cialdini: 6 Factors
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BJ Fogg: Behavior Model
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BJ Fogg: Behavior Grid
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Geoffrey Miller: Evolutionary Psychology
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Daniel Kahneman
System 1
System 2
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Behavior Research
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No single theory
explains all behavior!
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Conversion
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Gravity
• Initial Motivation• Needs• Wants• Goals
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Fighting Gravity
“Buy all 10 videos!”
“Complete this form”
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Work WITH Gravity
“Lose weight fast!”
“Increase conversion!”
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Fighting Gravity
From q.equinox.com
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Work WITH Gravity
From shoemoney.com
“Make Money!”“Make Money!”
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Nudge
Attention!
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Nudges
Any visible content
Call to Action
PopupSearch Ad
Banner Ad
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Bad Nudge
From wayofcats.com
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Bad Nudge
From pawesome.com
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From chrisbrogan.com
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From chrisbrogan.com
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Nudges?
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Nudge must be seen & start the process
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Angle
Motivation!
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Nudge Without Motivation
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Conscious & Non-Conscious
Motivators
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Conscious Motivators
Benefits Gifts
Discounts
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Non-conscious Motivators
Emotions Psychology
Brain Bugs
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Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious
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Include BOTH Conscious and Non-conscious motivators!
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Benefits
“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”
“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”
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Gifts & Discounts
“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”
“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”
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No Discounts,No Motivation
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Problem: Cost to Motivate
$ €
Problem: Cost to Motivate
$ €
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Non-Conscious Motivators
FREE!
Effective!
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Dog owners?
Pet parents?
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@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
Margaritas?Sure, I’ll
have one!
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Liking
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Show attributes you share with your
customer to create “liking effect.”
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@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
Don’t bury these “liking cues” deep in
your site!
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Copy & ContentMotivators
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@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
VS.
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vs. 20¢
FREEShipping
!
FREEShipping
!
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@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
Use FREE offersinstead of very cheap
ones.
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Scarcity
Photo via Doniv.org
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Vs.
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Scarcity +Social Proof!
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Creating Scarcity
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@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
Use SCARCITY to make
your offer moreattractive.
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Scarcity on Steroids
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@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
FTW
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Amp up SCARCITY EFFECT by showing
decreasingavailability.
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sexsex
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Friction
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Difficulty:Real and Perceived
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Typical Friction
Form FieldsSteps in Checkout ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion
Sequence
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High Friction
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Low Friction
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High Friction
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Near-Zero
Friction
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Choice Architecture
Eric J. Johnson and Daniel Goldstein
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Default Choice
Minimum Friction
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Fluency
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Reducing Friction
Easy = Good
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Confession Site
I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
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Confession Site
I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
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More “fluent” site =More revealing posts
Drunk Tank Pink, Alter
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GuaranteeA/B Test
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“You may cancel at any time.”
vs.
“John, your satisfaction is fully guaranteed. If VetFriends is not what you had in mind, feel free to cancel at any time – we are here to serve you.”
WhichTestWon.com
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Shorter version
+14.5%
WhichTestWon.com
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@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
Maximize conversion with simple fonts,
short text, & easy-to-read design.
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Build Your Slide!
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Align with Gravity
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First a Nudge
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Maximize Angle/Motivation
Conscious&
Non-conscious
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Non-conscious:usually cheaper!
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Minimize Friction
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Minimizing friction almost always costs less than increasing
motivation!
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Two slides
Google Search: “landing page optimization”
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Low Friction Social Proof
NudgesNudges
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FREE Benefit
NudgesNudges
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Low Friction + Free Trial
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Motivation: Free Valuable Info
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If it’s not a motivator, it’s friction!
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@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
If you remember just one thing from today…
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Change is constant and accelerating…
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Communication
Huge Change in 50 Years
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Media
Huge Change in 50 Years
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Mobile!
Big Data!
Social Media!
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Our Brains
NO Change in 50,000 Years!
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Minimize marketing waste:
work with your customer’s brain
and how it is wired!
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Brainfluence: Getting Inside Your Customer’s
Head
Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/
Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/
@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
Free ResourcesNeuromarketingNeurosciencemarketing.com/blog
Brainy Marketingblogs.forbes.com/rogerdooley/
Inside Influence Reportinfluenceatwork.com
Dan Ariely Blogdanariely.com
Social Triggers Blogsocialtriggers.com
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Gift
Easy
Social Proof
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“FREE!”
Gift
Easy
Social Proof
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From socialtriggers.com
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Fighting Gravity
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“Textural Metaphors”
Having a bad day?rough
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“bad” “rough”
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polished bright
heavy
slimy fuzzy
sharp
smooth
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Use “sensory metaphor” words for
maximum impact.
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Roadblocks
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Affordability
Payment Methods
Geography