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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"

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Chinwag Psych London 14. …

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

"The secret psychology behind persuasive content"


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  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THE SECRET PSYCHOLOGY BEHIND PERSUASIVE CONTENT
  • 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. FIRST… AN INTRODUCTION
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH #WEBPSYCHOLOGY
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 SECRETS TO ONLINE SUCCESS @THEWEBPSYCH #WEBPSYCHOLOGY
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2 PERSUASIVE COPY
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY GOLDEN RATIO 80:20
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 9 STEPS TO PERSUASIVE HEADLINES
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET @THEWEBPSYCH #WEBPSYCHOLOGY
  • 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. 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. 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. 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. 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. 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. 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. 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. 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
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CASE STUDY
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE @THEWEBPSYCH #WEBPSYCHOLOGY
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE 2  DARE THEM TO READ YOUR ARTICLE @THEWEBPSYCH #WEBPSYCHOLOGY
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE 2  DARE THEM TO READ YOUR ARTICLE 3  BE BOLD @THEWEBPSYCH #WEBPSYCHOLOGY
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE 2  DARE THEM TO READ YOUR ARTICLE 3  BE BOLD 4  SEDUCTIVE @THEWEBPSYCH #WEBPSYCHOLOGY
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE 2  DARE THEM TO READ YOUR ARTICLE 3  BE BOLD 4  SEDUCTIVE 5  PROVOCATIVE @THEWEBPSYCH #WEBPSYCHOLOGY
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE 2  DARE THEM TO READ YOUR ARTICLE 3  BE BOLD 4  SEDUCTIVE 5  PROVOCATIVE 6  MAKE SURE YOU CAN DELIVER @THEWEBPSYCH #WEBPSYCHOLOGY
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THE FORMULA
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  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NUMBER / TRIGGER WORD ADJECTIVE KEYWORD+ @THEWEBPSYCH #WEBPSYCHOLOGY
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NUMBER / TRIGGER WORD ADJECTIVE KEYWORD PROMISE + @THEWEBPSYCH #WEBPSYCHOLOGY
  • 48. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NUMBER / TRIGGER WORD ADJECTIVE KEYWORD PROMISE KILLER HEADLINE + @THEWEBPSYCH #WEBPSYCHOLOGY
  • 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
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  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHICH IS WHY THIS WORKS…
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  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 ENGAGING IMAGES
  • 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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  • 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
  • 74. 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 3  ELICIT EMOTIONS IN YOUR USERS @THEWEBPSYCH #WEBPSYCHOLOGY
  • 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
  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THANK YOU!

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