Nancy Harhut - 10 Human Behavior Hacks That Will Change the Way You Create Email

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You can follow every best practice for creating email and still not get the response you want. That’s because today there’s more to success than a targeted list, compelling offer, and perfectly executed creative. Today you need to know the decision-making shortcuts people use when they encounter your email – those automatic behaviors that determine whether they open, read and respond to it. Science has proven that people often don’t operate in a rational, considered way. Much of what we do is done on autopilot, with certain prompts sending us in one direction or another. Discover the 10 hacks that will get your target to open, read and respond to your email without even thinking about it. See numerous examples from various verticals. And leave armed ready to create emails that get automatic action.

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Nancy Harhut - 10 Human Behavior Hacks That Will Change the Way You Create Email

  1. 1. #INBOUND16@nharhut Nancy Harhut, CCO Wilde Agency 10 Human Behavior Hacks That Will Change The Way You Create Email Go to MindCamp.Wilde.com for a chance to win $500.00
  2. 2. #INBOUND16@nharhut 1. Words that work like magic in subject lines 2. Two ways to position your message for fast response 3. The ripple effect of the Consistency Principle 4. Why you’ll sell more using Social Proof 5. When “negative” can deliver positive results AGENDA
  3. 3. #INBOUND16@nharhut 6. How Availability Bias turns doubters into buyers 7. What instantly makes you look better than the competition 8. The one thing to say to increase response 9. The journalist’s secret that boosts email readership 10. Which days are best for success AGENDA
  4. 4. #INBOUND16@nharhut The one thing to know? Everyone relies on decision — making shortcuts
  5. 5. #INBOUND16@nharhut #1: Words that work like magic in subject lines
  6. 6. #INBOUND16@nharhut Enter Subject line here.
  7. 7. #INBOUND16@nharhut Enter Subject line here.
  8. 8. #INBOUND16@nharhut Drive opening rates About 35 characters
  9. 9. #INBOUND16@nharhut
  10. 10. #INBOUND16@nharhut
  11. 11. #INBOUND16@nharhut “Eye Magnet” words attract the human eye
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  18. 18. #INBOUND16@nharhut Front load your “Eye Magnet” words ACTION:
  19. 19. #INBOUND16@nharhut #2: Two ways to position your message for fast response
  20. 20. #INBOUND16@nharhut  Urgency  Exclusivity The Principle of Scarcity 22% Email Institute
  21. 21. #INBOUND16@nharhut 17% CTR
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  28. 28. #INBOUND16@nharhut Make people feel special. Or time-pressed. ACTION:
  29. 29. #INBOUND16@nharhut #3: The ripple effect of The Consistency Principle
  30. 30. #INBOUND16@nharhut Once people commit, they remain consistent First small yes leads to subsequent larger ones — Robert Cialdini
  31. 31. #INBOUND16@nharhut Thanks for your ongoing support. Want to help out again?
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  37. 37. #INBOUND16@nharhut Escalate your asks. Remind people of their earlier yes. ACTION:
  38. 38. #INBOUND16@nharhut #4: Why you’ll sell more using Social Proof
  39. 39. #INBOUND16@nharhut We do what other people do …especially if they’re like us — Journal of Applied Psychology
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  42. 42. #INBOUND16@nharhut Your marketing peers’ top downloads from the first half of 2016
  43. 43. #INBOUND16@nharhut
  44. 44. #INBOUND16@nharhut
  45. 45. #INBOUND16@nharhut Show your target others have already done what you want them to ACTION:
  46. 46. #INBOUND16@nharhut #5: When “negative” can deliver positive results
  47. 47. #INBOUND16@nharhut Loss Aversion 2x more motivated to avoid pain than achieve gain — Amos Tversky, Daniel Kahneman
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  52. 52. #INBOUND16@nharhut Why your Conversions Suck (And How to Fix It)
  53. 53. #INBOUND16@nharhut Help people avoid mistakes ACTION:
  54. 54. #INBOUND16@nharhut #6: How Availability Bias turns doubters into buyers
  55. 55. #INBOUND16@nharhut Personal relevance If it can be recalled / imagined, it’s “more likely to happen” — Amos Tversky, Daniel Kahneman
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  60. 60. #INBOUND16@nharhut Stir people’s memories or imaginations before you ask them to respond ACTION:
  61. 61. #INBOUND16@nharhut #7: What instantly makes you look better than the competition
  62. 62. #INBOUND16@nharhut The Authority Principle People recognize and respect authority Assume they’ve done the work for us — Robert Cialdini
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  67. 67. #INBOUND16@nharhut Invoke perceived experts ACTION:
  68. 68. #INBOUND16@nharhut #8: The one thing to say to increase response
  69. 69. #INBOUND16@nharhut Give the reason why Because = compliance trigger — Ellen Langer, Harvard University
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  74. 74. #INBOUND16@nharhut Legitimize your request with a reason ACTION:
  75. 75. #INBOUND16@nharhut #9: The journalist’s secret that boosts email readership
  76. 76. #INBOUND16@nharhut 5 Ws + 1 H Use numbers and lists — George Loewenstein
  77. 77. #INBOUND16@nharhut Who doesn’t want to make their marketing easier?
  78. 78. #INBOUND16@nharhut What do 90% of your audience have in common?
  79. 79. #INBOUND16@nharhut Where to get good headlines
  80. 80. #INBOUND16@nharhut When it’s OK for your brand to be risqu??
  81. 81. #INBOUND16@nharhut Why an online marketing suite is a game changer
  82. 82. #INBOUND16@nharhut How to Guarantee a Decision Maker Meeting When Selling to the Government – OnDemand Webinar
  83. 83. #INBOUND16@nharhut 3 Reasons NOT to use Lead Scoring to Generate More Sales
  84. 84. #INBOUND16@nharhut Offer to fill an information gap ACTION:
  85. 85. #INBOUND16@nharhut #10: Which days are the best for success
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  95. 95. #INBOUND16@nharhut Piggyback on a holiday. Or create your own. ACTION:
  96. 96. #INBOUND16@nharhut THANK YOU! Nancy Harhut Chief Creative Officer Wilde Agency Nancy.Harhut@WildeAgency.com

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