Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secret psychology behind persuasive content"

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Chinwag Psych London 14.
Nathalie Nahai, Webs of Influence Author.

"The secret psychology behind persuasive content"

Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secret psychology behind persuasive content"

  1. 1. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THE SECRET PSYCHOLOGY BEHIND PERSUASIVE CONTENT
  2. 2. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  PERSUASIVE COPY 3  ENGAGING IMAGES 4  VIRAL VIDEOS 5  KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY
  3. 3. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  PERSUASIVE COPY 3  ENGAGING IMAGES 4  VIRAL VIDEOS 5  KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY
  4. 4. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  PERSUASIVE COPY 3  ENGAGING IMAGES 4  VIRAL VIDEOS 5  KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY
  5. 5. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  PERSUASIVE COPY 3  ENGAGING IMAGES 4  VIRAL VIDEOS 5  KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY
  6. 6. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  PERSUASIVE COPY 3  ENGAGING IMAGES 4  VIRAL VIDEOS 5  KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY
  7. 7. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. FIRST… AN INTRODUCTION
  8. 8. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA
  9. 9. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY
  10. 10. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEB PSYCHOLOGY [ ]I coined the term ‘Web Psychology’ in 2011 and defined it as… @THEWEBPSYCH #WEBPSYCHOLOGY
  11. 11. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEB PSYCHOLOGY The empirical study of how online environments influence our attitudes and behaviours “ ”@THEWEBPSYCH #WEBPSYCHOLOGY
  12. 12. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics @THEWEBPSYCH #WEBPSYCHOLOGY
  13. 13. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH #WEBPSYCHOLOGY
  14. 14. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 SECRETS TO ONLINE SUCCESS @THEWEBPSYCH #WEBPSYCHOLOGY
  15. 15. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH #WEBPSYCHOLOGY
  16. 16. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH #WEBPSYCHOLOGY
  17. 17. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH #WEBPSYCHOLOGY
  18. 18. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2 PERSUASIVE COPY
  19. 19. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY GOLDEN RATIO 80:20
  20. 20. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ASK YOURSELF Would this make me want to read on? “ ”@THEWEBPSYCH #WEBPSYCHOLOGY
  21. 21. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY SEDUCTIVE HEADLINES To get people to read your copy, you need a hook… [ ]
  22. 22. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 9 STEPS TO PERSUASIVE HEADLINES
  23. 23. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET @THEWEBPSYCH #WEBPSYCHOLOGY
  24. 24. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON @THEWEBPSYCH #WEBPSYCHOLOGY
  25. 25. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON 3  WRITE OUTLINE OF COPY FIRST - THEN HEADLINE @THEWEBPSYCH #WEBPSYCHOLOGY
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON 3  WRITE OUTLINE OF COPY FIRST - THEN HEADLINE 4  USE PSYCHOLOGICAL TRIGGER WORDS @THEWEBPSYCH #WEBPSYCHOLOGY
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON 3  WRITE OUTLINE OF COPY FIRST - THEN HEADLINE 4  USE PSYCHOLOGICAL TRIGGER WORDS 5  WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD @THEWEBPSYCH #WEBPSYCHOLOGY
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON 3  WRITE OUTLINE OF COPY FIRST - THEN HEADLINE 4  USE PSYCHOLOGICAL TRIGGER WORDS 5  WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD 6  PICK NO.1 BENEFIT AND INCLUDE IT IN HEADLINES @THEWEBPSYCH #WEBPSYCHOLOGY
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON 3  WRITE OUTLINE OF COPY FIRST - THEN HEADLINE 4  USE PSYCHOLOGICAL TRIGGER WORDS 5  WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD 6  PICK NO.1 BENEFIT AND INCLUDE IT IN HEADLINES 7  INCLUDE PRODUCT / PROBLEM IN HEADLINES @THEWEBPSYCH #WEBPSYCHOLOGY
  30. 30. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON 3  WRITE OUTLINE OF COPY FIRST - THEN HEADLINE 4  USE PSYCHOLOGICAL TRIGGER WORDS 5  WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD 6  PICK NO.1 BENEFIT AND INCLUDE IT IN HEADLINES 7  INCLUDE PRODUCT / PROBLEM IN HEADLINES 8  WRITE A TOTALLY WACKY HEADLINE! @THEWEBPSYCH #WEBPSYCHOLOGY
  31. 31. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON 3  WRITE OUTLINE OF COPY FIRST - THEN HEADLINE 4  USE PSYCHOLOGICAL TRIGGER WORDS 5  WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD 6  PICK NO.1 BENEFIT AND INCLUDE IT IN HEADLINES 7  INCLUDE PRODUCT / PROBLEM IN HEADLINES 8  WRITE A TOTALLY WACKY HEADLINE! 9  SPLIT-TEST YOUR HEADLINES @THEWEBPSYCH #WEBPSYCHOLOGY
  32. 32. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. TRIGGER WORDS SECRET AMAZING ABSOLUTE ESSENTIAL INCREDIBLE (IT’S NOT WHAT YOU THINK) FREE WEIRD BIZARRE STRANGE MYSTERY EFFORTLESS PAINSTAKING FUN @THEWEBPSYCH #WEBPSYCHOLOGY
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  43. 43. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THE FORMULA
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  49. 49. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXAMPLE SUBJECT: FRYING EGGS YOU COULD WRITE AN ARTICLE ENTITLED: “HOW TO FRY AN EGG” / “WHY I LOVE FRYING EGGS” @THEWEBPSYCH #WEBPSYCHOLOGY
  50. 50. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 UNBELIEVABLE WAYS YOU CAN FRY A SMALL EGG WITH A SOCK” number trigger word adjective keyword promise @THEWEBPSYCH #WEBPSYCHOLOGY
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  53. 53. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 ENGAGING IMAGES
  54. 54. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY IMAGES SEDUCE They’re instant, data-rich, and visually compelling [ ]
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  56. 56. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY h"p://www.boredpanda.com/first-­‐world-­‐problems-­‐twi"er/    
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  59. 59. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. YOUR IMAGES SHOULD 1  ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS 2  TELL A STORY @THEWEBPSYCH #WEBPSYCHOLOGY
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  61. 61. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. YOUR IMAGES SHOULD 1  ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS 2  TELL A STORY 3  CREATE A CURIOSITY GAP @THEWEBPSYCH #WEBPSYCHOLOGY
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  73. 73. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. KEY TAKEAWAYS WHETHER YOU’RE WRITING COPY, SELECTING IMAGES OR DESIGNING VIDEOS, MAKE SURE YOU: 1  KNOW WHO YOU’RE TARGETING 2  USE WEB PSYCHOLOGY TO OPTIMISE YOUR PROCESS @THEWEBPSYCH #WEBPSYCHOLOGY
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  75. 75. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. REFERENCES @THEWEBPSYCH #WEBPSYCHOLOGY 1  Upworthy: http://www.upworthy.com/ 2  Buzzfeed: http://www.buzzfeed.com/ 3  First World Problems: http://www.boredpanda.com/first-world-problems-twitter/ 4  Know More (Washington Post): http://knowmore.washingtonpost.com/ 5  Internet Explorer - Child Of The 90s (20h January 2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg 6  ‪Allstate Insurance - Treehouse Commercial (2013) http://www.youtube.com/watch?v=9m48_teL0p0 7  Dollar Shave Club - Official Dollar Shave Club Commercial - Razors for $1 DSC (2013) http://www.youtube.com/watch?v=jRHpp852iW8
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