Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secret psychology behind persuasive content"
Upcoming SlideShare
Loading in...5
×
 

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

on

  • 319 views

Chinwag Psych London 14.

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

"The secret psychology behind persuasive content"

Statistics

Views

Total Views
319
Views on SlideShare
156
Embed Views
163

Actions

Likes
0
Downloads
3
Comments
0

3 Embeds 163

http://psychmatters.co 156
http://feedly.com 6
http://www.google.co.in 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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" Presentation Transcript

    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THE SECRET PSYCHOLOGY BEHIND PERSUASIVE CONTENT
    • 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
    • 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
    • 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
    • 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
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. FIRST… AN INTRODUCTION
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY
    • 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
    • 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
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 SECRETS TO ONLINE SUCCESS @THEWEBPSYCH #WEBPSYCHOLOGY
    • 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
    • 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
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2 PERSUASIVE COPY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY GOLDEN RATIO 80:20
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ASK YOURSELF Would this make me want to read on? “ ”@THEWEBPSYCH #WEBPSYCHOLOGY
    • 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… [ ]
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 9 STEPS TO PERSUASIVE HEADLINES
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON @THEWEBPSYCH #WEBPSYCHOLOGY
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CASE STUDY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE @THEWEBPSYCH #WEBPSYCHOLOGY
    • 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
    • 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
    • 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
    • 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
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THE FORMULA
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NUMBER / TRIGGER WORD + @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NUMBER / TRIGGER WORD ADJECTIVE + @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NUMBER / TRIGGER WORD ADJECTIVE KEYWORD+ @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NUMBER / TRIGGER WORD ADJECTIVE KEYWORD PROMISE + @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NUMBER / TRIGGER WORD ADJECTIVE KEYWORD PROMISE KILLER HEADLINE + @THEWEBPSYCH #WEBPSYCHOLOGY
    • 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
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHICH IS WHY THIS WORKS…
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 ENGAGING IMAGES
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY IMAGES SEDUCE They’re instant, data-rich, and visually compelling [ ]
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. YOUR IMAGES SHOULD 1  ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY h"p://www.boredpanda.com/first-­‐world-­‐problems-­‐twi"er/    
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY h"p://www.boredpanda.com/first-­‐world-­‐problems-­‐twi"er/    
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. h"p://global3.memecdn.com/one-­‐does-­‐not-­‐simply_o_204186.jpg      /      h"p://wackymania.com/image/2013/03/the-­‐best-­‐baby-­‐memes-­‐of-­‐all-­‐Eme/the-­‐best-­‐baby-­‐memes-­‐of-­‐all-­‐Eme-­‐01.jpg       @THEWEBPSYCH #WEBPSYCHOLOGY
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4 VIRAL VIDEOS
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  USE NOSTALGIA @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  USE NOSTALGIA 2  MIRROR YOUR AUDIENCE @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  USE NOSTALGIA 2  MIRROR YOUR AUDIENCE 3  MAKE IT FUNNY @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH #WEBPSYCHOLOGY
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5 KEY TAKEAWAYS
    • 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 @THEWEBPSYCH #WEBPSYCHOLOGY
    • 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
    • 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
    • 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
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THANK YOU!