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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
@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
@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
@rogerdooley #pubcon #brainfluence   Copyright 2012, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence   Copyright 2012, Dooley Direct LLC
@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
@rogerdooley #pubcon #brainfluence   Copyright 2012, Dooley Direct LLC
@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
@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
@rogerdooley #pubcon #brainfluence   Copyright 2012, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence   Copyright 2012, Dooley Direct LLC
@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
Neuromarketing
             & Using
           Brainfluence ™


         Roger Dooley
         rogerdooley.com
         rogerd@dooleydirect.com


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

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