Marketing to the Mind - Pubcon, Las Vegas, 2012

•

7 likes•8,289 views

Presentation focuses on a single aspect of using "Brainfluence" - writing copy and creating content that engages the brain. Stories, adjectives, more.

Business

Neuromarketing
& Using
Brainfluence ™

Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

“PubCon?”

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

PubCon 2000

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Social Networking
Since 100 A.D.

@rogerdooley #pubcon #brainfluence Photo via Pretty/Ugly Design
Copyright 2012, Dooley Direct LLC

Imagine a beer glass…

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

7 min 12 min

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

60% Slower!

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

But beware…

“Imbibing Idiot Bias”

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Photo with alcohol…

Drops
your
IQ!
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

So what?

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson)
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

500+ Million Websites

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

50,000,000,000
Pages
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Neuro-Nudges

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

SEO

Your

50,000,000,000 Amazingly
Engagement
Well-Written
Content
Social Pages
Sharing
Action!
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Copy

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Engaging Copy

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Tell Stories
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Use a story to engage
the reader’s brain.

Ch.
67
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Testimonials

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Use story testimonials
for maximum impact
and memorability.

Ch.
68
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Magic Words

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

VS.

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

FREE
Shipping!
vs. 20¢
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Use FREE offers
instead of very cheap
ones.

Ch.
64
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

What small change did this?

• Fair Price – Up 7%
• Caring – Up 11%
• Fair Treatment – Up 20%
• Quality – Up 30%
• Competency – Up 33%
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

“You can trust us to do
the job for you.”

Ch.
38
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Adjectives

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Adjectives = Evil?
• Slow the reader?

• Reduce impact of action
words?

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Adjectives = Evil?
More adjectives
↓
Less social sharing
-Dan Zarrella

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Adjectives = Good!

Sales +27%
w/adjectives
-Brian Wansink

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

• Traditional Cajun Red Beans w/Rice
• Succulent Italian Seafood Filet
• Tender Grilled Chicken
• Homestyle Chicken Parmesan
• Satin Chocolate
• Grandma’s Zucchini Cookies

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

• Vivid
• Sensory
• Emotional/Nostalgic
• Specific
• Branded

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

rough
Having a bad day?
“Textural Metaphors”

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

“bad” “rough”

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

sharp
polished bright
heavy
smooth
slimy fuzzy
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Use
vivid, sensory, emotiona
l adjectives to engage
the brain.
Ch.
66
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

“The most important word in
the vocabulary of advertising
is TEST.”

-David Ogilvy

@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Free Resources
Neuromarketing
Neurosciencemarketing.com/blog

Brainy Marketing
blogs.forbes.com/rogerdooley/

Inside Influence Report
influenceatwork.com
Dan Ariely Blog
danariely.com
Social Triggers Blog
socialtriggers.com
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

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Neuromarketing: The Future of Better Communications Neuromarketing Examples Diana Lucaci, Founder & CEO www.trueimpact.ca| True Impact | @dianalucaci Canadian Chair, Neuromarketing Science and Business Association Why Does it Matter? Competitive Marketing landscape. Impulse buying, confusion in marketplace. Conventional marketing is disruptive. Shift to digital, inbound marketing. Marketing & Advertising need better tools. De-clutter – Simplify messaging and visuals. Differentiate – Sharp contrast against competition. Build brands – Brands are shortcuts to reward. Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick. Neuromarketing fMRI Example The ad campaign that created the greatest activity in a certain brain region, generated significantly more calls to a stop-smoking hotline.(Source: Sage Journals, 2012) Neuromarketing EEG Example Engaging multiple senses: Communicates with the old brain, through the use of imagery. Communicates with the neocortex, by making you wonder if the kid can move objects.. Stimulates the Senses, with epic soundtrack! Make You Feel It. It’s simply a sweet story. Neuromarketing Eye-Tracking Example Decision Paralysis – Less is More Grocery store displayed 24 varieties of jam, and offered samples. 60% of customers stopped to sample the jams 3% made a purchase Next day, displayed only 6 jars. 40% customers stopped 30% made a purchase Study by Sheena Iyengar, Professor at Columbia University. Future of Neuromarketing Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012) About True Impact True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges. Technologies: fMRI, EEG, eye-tracking Learn more at www.trueimpact.ca

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Marketing to the Mind - Pubcon, Las Vegas, 2012

38. What small change did this? • Fair Price – Up 7% • Caring – Up 11% • Fair Treatment – Up 20% • Quality – Up 30% • Competency – Up 33% @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

44. • Traditional Cajun Red Beans w/Rice • Succulent Italian Seafood Filet • Tender Grilled Chicken • Homestyle Chicken Parmesan • Satin Chocolate • Grandma’s Zucchini Cookies @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

51. Free Resources Neuromarketing Neurosciencemarketing.com/blog Brainy Marketing blogs.forbes.com/rogerdooley/ Inside Influence Report influenceatwork.com Dan Ariely Blog danariely.com Social Triggers Blog socialtriggers.com @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Marketing to the Mind - Pubcon, Las Vegas, 2012

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