BrainfluenceConversion: Turning          Browsers         Into BuyersAffiliate Summit Central 2012        May 15, 2012   R...
MostMarketing  Fails.          @rogerdooley       #ASC12 #Brainfluence
“Half my advertising is wasted… “…if only I knew which half!”                          @rogerdooley                       ...
Wanamaker guessed    TOO LOW!                @rogerdooley             #ASC12 #Brainfluence
95%of New Products               @rogerdooley            #ASC12 #Brainfluence
95%of New Products                       @rogerdooley                    #ASC12 #Brainfluence        (Acupoll)
98%        of Direct Mail   @rogerdooley#ASC12 #Brainfluence
98%        of Direct Mail   @rogerdooley        (DMA)#ASC12 #Brainfluence
98%of Emails               @rogerdooley            #ASC12 #Brainfluence
98%        of Emails                       @rogerdooley(DMA)               #ASC12 #Brainfluence
20%  of AdCampaigns           @rogerdooley        #ASC12 #Brainfluence
20%  of AdCampaigns           @rogerdooley        #ASC12 #Brainfluence
20%  of AdCampaigns           @rogerdooley        #ASC12 #Brainfluence
20%  of AdCampaigns           @rogerdooley        #ASC12 #Brainfluence
Project Impact   2008 Research:   “Stores too cluttered”   @rogerdooley#ASC12 #Brainfluence
Real Impact: -$1.85 Billion @rogerdooleySC12 #Brainfluence                      Source: DailyArtifacts.com, Phil Terry
Project Impact   2010 Research:   “Want more products”   @rogerdooley#ASC12 #Brainfluence
Most     Marketing       Fails.   @rogerdooley#ASC12 #Brainfluence
Iceberg: 88% HiddenMind: 95% Subconscious(Lakoff & Johnson)   @rogerdooley #ASC12 #Brainflu
@rogerdooley#ASC12 #Brainfluence
Neuromarketing   @rogerdooley#ASC12 #Brainfluence                            @rogerdooley
Psychology & Social ScienceStimulus                  Response            B r a in           Neuroscience
Neuroscience    Behavioral  •EEG          Science  •fMRI           •Behavior Studies  •MEG            •Eye Tracking  •Biom...
Neuro-Nudges
Your offer       +neuro-nudge(s)      =      @rogerdooley   #ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence   Kantar Media
77%           Free         56%         Shipping       Free                       Returns   @rogerdooley#ASC12 #Brainfluenc...
VS.   @rogerdooley#ASC12 #Brainfluence
vs. 20¢   @rogerdooley#ASC12 #Brainfluence
Use FREE offers    instead of very cheap            ones.64#             @rogerdooley          #ASC12 #Brainfluence
Scarcity       Photo via Doniv.org
Vs.   @rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
Scarcity +          Social          Proof!   @rogerdooley#ASC12 #Brainfluence
Creating Scarcity   @rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
Use SCARCITY to make   your offer more      attractive.64#         @rogerdooley      #ASC12 #Brainfluence
Scarcity on Steroids   @rogerdooley#ASC12 #Brainfluence
F TW   @rogerdooley#ASC12 #Brainfluence
Amp up SCARCITY EFFECT by showing decreasing      availability. 96 #          @rogerdooley       #ASC12 #Brainfluence
Anchors   @rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
Irrelevant        AnchorsSocial Security #      Estimated Price         00-19              $16         20-39              ...
Photos via NASCAR, NFL                         Value?                             @rogerdooley                          #A...
Even irrelevant numberscan create price anchors   - avoid low values. 96 #           @rogerdooley        #ASC12 #Brainflue...
Socializing?   @rogerdooley#ASC12 #Brainfluence    image credit: jessicaswanson.com
TheUltimatum  Game       @rogerdooley    #ASC12 #Brainfluence
Ultimatum Game Results   @rogerdooley#ASC12 #Brainfluence
Effect of Social Conversation   @rogerdooley#ASC12 #Brainfluence
To increase conversion,     socialize first.# 40        @rogerdooley        #ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
rogerdooley #ASC12 #Brainfluence   Source: James Breeze
rogerdooley #ASC12 #Brainfluence   Source: James Breeze
Use baby images to attract   and focus attention.  30  #           @rogerdooley        #ASC12 #Brainfluence
RudeInterruptionJustifies Bad  Behavior         @rogerdooley      #ASC12 #Brainfluence
What canceled                   rudeness effect?   @rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
Apologies really DO work.       Apologize! #  86      @rogerdooley       #ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
What small change did this?                  •    Fair Price – Up 7%                  •    Caring – Up 11%                ...
“You can trust us to do  the job for you.”38#          @rogerdooley       #ASC12 #Brainfluence
PersonalizatonDear Roger,I’ve got a deal…
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
The Doppelganger Effect   Brand Preference                   @rogerdooley                #ASC12 #Brainfluence
SocialPersonalization            @rogerdooley         #ASC12 #Brainfluence
The Doppelganger Effect   @rogerdooley#ASC12 #Brainfluence
St. Bonaventure University   @rogerdooley        http://www.becomingextraordinary.net/                                    ...
St. Bonaventure Universityhttp://www.becomingextraordinary.net/                   (Courtesy: Hobsons)
Playboy:  http://youtu.be/isjPpbmnaYoAmazing use of Facebook data:  http://www.takethislollipop.com/
Untapped opportunity:          Put your customer               in the ad.   @rogerdooley#ASC12 #Brainfluence
Selling  toGuys?    @rogerdooley #ASC12 #Brainfluence
Impatient  Short Term   Emphasis-Margo Wilson and Martin Daly          @rogerdooley       #ASC12 #Brainfluence
Attractive      Photo =    -4% Interest       RateMarianne Bertrand et al, 2005   @rogerdooley#ASC12 #Brainfluence
Test  Source:    IonInteractive
+95%              +35%  Source:    IonInteractive
@rogerdooley#ASC12 #Brainfluence
Convert more guys with  “mating triggers.”# 31             @rogerdooley             #ASC12 #Brainfluence
Decoy Marketing   @rogerdooley#ASC12 #Brainfluence
Subscription Offer A     $59 – Internet Only     $125 – Internet & Print                       From Predictably Irrational...
Subscription Offer A    $59 – Internet Only (68)    $125 – Internet & Print (32)    Predicted Revenue – $8,012            ...
Subscription Offer B    $59 – Internet Only    $125 – Print Only    $125 – Internet & Print                       From Pre...
Subscription Offer B    $59 – Internet Only (16)    $125 – Print Only    $125 – Internet & Print (85)    Predicted Revenue...
Add a less attractive offerto boost sales of a similar          offer.  8  #            @rogerdooley         #ASC12 #Brain...
More Decoy Marketing   @rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley   @rogerdooley#ASC12 #Brainfluence
Add a more expensiveproduct to boost sales of a    lower priced one.  #   9        @rogerdooley         #ASC12 #Brainfluence
Simple Fonts Convince   @rogerdooley#ASC12 #Brainfluence
Simple Fonts Convince   @rogerdooley#ASC12 #Brainfluence
Simple Fonts Convince   @rogerdooley#ASC12 #Brainfluence
Use simple fonts tominimize perceived effort. #  26       @rogerdooley        #ASC12 #Brainfluence
“ The mos t important word inthe vocabulary of advertis ing          is TE S T.”              -David Ogilvy               ...
BrainfluenceConversion: Turning          Browsers         Into BuyersAffiliate Summit Central 2012        May 15, 2012   R...
Brainfluence Conversion: Turning Browsers Into Buyers
Brainfluence Conversion: Turning Browsers Into Buyers
Brainfluence Conversion: Turning Browsers Into Buyers
Brainfluence Conversion: Turning Browsers Into Buyers
Brainfluence Conversion: Turning Browsers Into Buyers
Brainfluence Conversion: Turning Browsers Into Buyers
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Brainfluence Conversion: Turning Browsers Into Buyers

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Use of brain and behavioral research to maximize sales and conversion. Emphasis on practical applications for businesses of any size, with particular focus on Web marketing.

Experience level: Beginner
Target audience: Affiliates/Publishers
Niche/vertical: Neuromarketing

Roger Dooley, Founder, Dooley Direct LLC (Twitter @rogerdooley)

Published in: Business, Technology
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  • Poll: Brainfluence Conversion: Turning Browser... Press F5 or use the tool bar to enter presentation mode in order to see the poll. http://www.polleverywhere.com/free_text_polls/MTQ1MjYyMzUy If you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone. In an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:
  • Brainfluence Conversion: Turning Browsers Into Buyers

    1. 1. BrainfluenceConversion: Turning Browsers Into BuyersAffiliate Summit Central 2012 May 15, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
    2. 2. MostMarketing Fails. @rogerdooley #ASC12 #Brainfluence
    3. 3. “Half my advertising is wasted… “…if only I knew which half!” @rogerdooley #ASC12 #Brainfluence
    4. 4. Wanamaker guessed TOO LOW! @rogerdooley #ASC12 #Brainfluence
    5. 5. 95%of New Products @rogerdooley #ASC12 #Brainfluence
    6. 6. 95%of New Products @rogerdooley #ASC12 #Brainfluence (Acupoll)
    7. 7. 98% of Direct Mail @rogerdooley#ASC12 #Brainfluence
    8. 8. 98% of Direct Mail @rogerdooley (DMA)#ASC12 #Brainfluence
    9. 9. 98%of Emails @rogerdooley #ASC12 #Brainfluence
    10. 10. 98% of Emails @rogerdooley(DMA) #ASC12 #Brainfluence
    11. 11. 20% of AdCampaigns @rogerdooley #ASC12 #Brainfluence
    12. 12. 20% of AdCampaigns @rogerdooley #ASC12 #Brainfluence
    13. 13. 20% of AdCampaigns @rogerdooley #ASC12 #Brainfluence
    14. 14. 20% of AdCampaigns @rogerdooley #ASC12 #Brainfluence
    15. 15. Project Impact 2008 Research: “Stores too cluttered” @rogerdooley#ASC12 #Brainfluence
    16. 16. Real Impact: -$1.85 Billion @rogerdooleySC12 #Brainfluence Source: DailyArtifacts.com, Phil Terry
    17. 17. Project Impact 2010 Research: “Want more products” @rogerdooley#ASC12 #Brainfluence
    18. 18. Most Marketing Fails. @rogerdooley#ASC12 #Brainfluence
    19. 19. Iceberg: 88% HiddenMind: 95% Subconscious(Lakoff & Johnson) @rogerdooley #ASC12 #Brainflu
    20. 20. @rogerdooley#ASC12 #Brainfluence
    21. 21. Neuromarketing @rogerdooley#ASC12 #Brainfluence @rogerdooley
    22. 22. Psychology & Social ScienceStimulus Response B r a in Neuroscience
    23. 23. Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding •Response Timing @rogerdooley #ASC12 #Brainfluence
    24. 24. Neuro-Nudges
    25. 25. Your offer +neuro-nudge(s) = @rogerdooley #ASC12 #Brainfluence
    26. 26. @rogerdooley#ASC12 #Brainfluence
    27. 27. @rogerdooley#ASC12 #Brainfluence
    28. 28. @rogerdooley#ASC12 #Brainfluence Kantar Media
    29. 29. 77% Free 56% Shipping Free Returns @rogerdooley#ASC12 #Brainfluence Kantar Media
    30. 30. VS. @rogerdooley#ASC12 #Brainfluence
    31. 31. vs. 20¢ @rogerdooley#ASC12 #Brainfluence
    32. 32. Use FREE offers instead of very cheap ones.64# @rogerdooley #ASC12 #Brainfluence
    33. 33. Scarcity Photo via Doniv.org
    34. 34. Vs. @rogerdooley#ASC12 #Brainfluence
    35. 35. @rogerdooley#ASC12 #Brainfluence
    36. 36. @rogerdooley#ASC12 #Brainfluence
    37. 37. Scarcity + Social Proof! @rogerdooley#ASC12 #Brainfluence
    38. 38. Creating Scarcity @rogerdooley#ASC12 #Brainfluence
    39. 39. @rogerdooley#ASC12 #Brainfluence
    40. 40. @rogerdooley#ASC12 #Brainfluence
    41. 41. Use SCARCITY to make your offer more attractive.64# @rogerdooley #ASC12 #Brainfluence
    42. 42. Scarcity on Steroids @rogerdooley#ASC12 #Brainfluence
    43. 43. F TW @rogerdooley#ASC12 #Brainfluence
    44. 44. Amp up SCARCITY EFFECT by showing decreasing availability. 96 # @rogerdooley #ASC12 #Brainfluence
    45. 45. Anchors @rogerdooley#ASC12 #Brainfluence
    46. 46. @rogerdooley#ASC12 #Brainfluence
    47. 47. Irrelevant AnchorsSocial Security # Estimated Price 00-19 $16 20-39 $27 40-59 $29 60-79 $35 80-99 $56 @rogerdooley Researcher: Ariely#ASC12 #Brainfluence
    48. 48. Photos via NASCAR, NFL Value? @rogerdooley #ASC12 #Brainfluence
    49. 49. Even irrelevant numberscan create price anchors - avoid low values. 96 # @rogerdooley #ASC12 #Brainfluence
    50. 50. Socializing? @rogerdooley#ASC12 #Brainfluence image credit: jessicaswanson.com
    51. 51. TheUltimatum Game @rogerdooley #ASC12 #Brainfluence
    52. 52. Ultimatum Game Results @rogerdooley#ASC12 #Brainfluence
    53. 53. Effect of Social Conversation @rogerdooley#ASC12 #Brainfluence
    54. 54. To increase conversion, socialize first.# 40 @rogerdooley #ASC12 #Brainfluence
    55. 55. @rogerdooley#ASC12 #Brainfluence
    56. 56. @rogerdooley#ASC12 #Brainfluence
    57. 57. rogerdooley #ASC12 #Brainfluence Source: James Breeze
    58. 58. rogerdooley #ASC12 #Brainfluence Source: James Breeze
    59. 59. Use baby images to attract and focus attention. 30 # @rogerdooley #ASC12 #Brainfluence
    60. 60. RudeInterruptionJustifies Bad Behavior @rogerdooley #ASC12 #Brainfluence
    61. 61. What canceled rudeness effect? @rogerdooley#ASC12 #Brainfluence
    62. 62. @rogerdooley#ASC12 #Brainfluence
    63. 63. Apologies really DO work. Apologize! # 86 @rogerdooley #ASC12 #Brainfluence
    64. 64. @rogerdooley#ASC12 #Brainfluence
    65. 65. What small change did this? • Fair Price – Up 7% • Caring – Up 11% • Fair Treatment – Up 20% • Quality – Up 30% • Competency – Up 33% @rogerdooley#ASC12 #Brainfluence
    66. 66. “You can trust us to do the job for you.”38# @rogerdooley #ASC12 #Brainfluence
    67. 67. PersonalizatonDear Roger,I’ve got a deal…
    68. 68. @rogerdooley#ASC12 #Brainfluence
    69. 69. @rogerdooley#ASC12 #Brainfluence
    70. 70. @rogerdooley#ASC12 #Brainfluence
    71. 71. The Doppelganger Effect Brand Preference @rogerdooley #ASC12 #Brainfluence
    72. 72. SocialPersonalization @rogerdooley #ASC12 #Brainfluence
    73. 73. The Doppelganger Effect @rogerdooley#ASC12 #Brainfluence
    74. 74. St. Bonaventure University @rogerdooley http://www.becomingextraordinary.net/ (Courtesy: Hobsons)#ASC12 #Brainfluence
    75. 75. St. Bonaventure Universityhttp://www.becomingextraordinary.net/ (Courtesy: Hobsons)
    76. 76. Playboy: http://youtu.be/isjPpbmnaYoAmazing use of Facebook data: http://www.takethislollipop.com/
    77. 77. Untapped opportunity: Put your customer in the ad. @rogerdooley#ASC12 #Brainfluence
    78. 78. Selling toGuys? @rogerdooley #ASC12 #Brainfluence
    79. 79. Impatient Short Term Emphasis-Margo Wilson and Martin Daly @rogerdooley #ASC12 #Brainfluence
    80. 80. Attractive Photo = -4% Interest RateMarianne Bertrand et al, 2005 @rogerdooley#ASC12 #Brainfluence
    81. 81. Test Source: IonInteractive
    82. 82. +95% +35% Source: IonInteractive
    83. 83. @rogerdooley#ASC12 #Brainfluence
    84. 84. Convert more guys with “mating triggers.”# 31 @rogerdooley #ASC12 #Brainfluence
    85. 85. Decoy Marketing @rogerdooley#ASC12 #Brainfluence
    86. 86. Subscription Offer A $59 – Internet Only $125 – Internet & Print From Predictably Irrational by Dan Ariely @rogerdooley#ASC12 #Brainfluence
    87. 87. Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 From Predictably Irrational by Dan Ariely @rogerdooley#ASC12 #Brainfluence
    88. 88. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print From Predictably Irrational by Dan Ariely @rogerdooley#ASC12 #Brainfluence
    89. 89. Subscription Offer B $59 – Internet Only (16) $125 – Print Only $125 – Internet & Print (85) Predicted Revenue – $11,444 From Predictably Irrational by Dan Ariely @rogerdooley#ASC12 #Brainfluence
    90. 90. Add a less attractive offerto boost sales of a similar offer. 8 # @rogerdooley #ASC12 #Brainfluence
    91. 91. More Decoy Marketing @rogerdooley#ASC12 #Brainfluence
    92. 92. @rogerdooley#ASC12 #Brainfluence
    93. 93. @rogerdooley @rogerdooley#ASC12 #Brainfluence
    94. 94. Add a more expensiveproduct to boost sales of a lower priced one. # 9 @rogerdooley #ASC12 #Brainfluence
    95. 95. Simple Fonts Convince @rogerdooley#ASC12 #Brainfluence
    96. 96. Simple Fonts Convince @rogerdooley#ASC12 #Brainfluence
    97. 97. Simple Fonts Convince @rogerdooley#ASC12 #Brainfluence
    98. 98. Use simple fonts tominimize perceived effort. # 26 @rogerdooley #ASC12 #Brainfluence
    99. 99. “ The mos t important word inthe vocabulary of advertis ing is TE S T.” -David Ogilvy @rogerdooley #ASC12 #Brainfluence
    100. 100. BrainfluenceConversion: Turning Browsers Into BuyersAffiliate Summit Central 2012 May 15, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
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