0
the power of language
& emotions in marketing
#persadoSpeaks

Guy Krief,
SVPProduct&Innovation
Persado
guy.krief@persado.c...
variantsmarketing message
responseclick-through rate
1.81%
1.62%
1.59%
0.92%
100%at stake!
variantsmarketing message
responseclick-through rate
1.81%
1.62%
1.59%
0.92%
ELASTICITY	
  THE	
  LANGUAGE	
  OF	
  A	
  MARKETING	
  
MESSAGE	
  CAN	
  GENERATE	
  VARIATIONS	
  
IN	
  RESPONSE	
  R...
TECHNOLOGY NOW ALLOWS TO TEST & TRACK_C:
“What should we
put in there?”
a bigbut...
#finite# number of variations
Theoretical / logical
approach
1Generate all
the possible
variations
2Test all those
variations+
(1)	
  You	
  will	
  need	
  
to	
  hire	
  1,000s	
  of	
  
copywriters,	
  for	
  a	
  
few	
  years.	
  
	
  
#cost	
 ...
(2)	
  You	
  will	
  need	
  
more	
  than	
  all	
  
current	
  living	
  
humans	
  on	
  earth.	
  
	
  
#cost	
  
#po...
“it’s all about organization”
_emoSonal_	
  
_formaTng_	
  
_funcSonal_	
  
_features_	
  
Those are the
KEY	
  COMPONENTS	
  OF	
  ANY	
  MARKETING	
  ...
Generate	
  &	
  model	
  the	
  universe	
  of	
  possibili5es,	
  aka	
  
	
  THE	
  SEMANTICAL	
  SPACE	
  
>>> we got ...
so, what we mean, is going from... THIS
... to this.
Having modeled the
semantical space allows
to properly sample it
that’s	
  s'll	
  millions	
  of	
  
combina'ons	
  
Let’s talk math:
#A/B testing
200 responses / variant
#Multi-variate
30 responses / variant
#Statistical_algorithms
0.003 ...
Enjoy the absolute best message
#HOLYGRAIL	
  #PERFORMANCE	
  #ROI	
  
does NOTmagically apply anywhere
P-R-O-C-E-S-S P-A-G-E-S
whatever the language,
99%WILL CLICK
*	
  
*	
  the	
  remaining	
  1%	
  don’t	
  speak	
  English	
  
RUNNING	
  A	
  DIAGNOSIS	
  allows to concentrate effort & money on impression that matter
	
  
that's a response
elastic...
INSTANT	
  	
  	
  	
  	
  	
  	
  	
  VS. 	
  	
  	
  	
  	
  D E L A Y E D
on	
  text	
  messages,	
  nega5ve	
  
emo5ons	
  tend	
  to	
  
underperform...	
  except	
  in	
  
La5n	
  America	
  wh...
thankyou.
questions anyone?


hey, check us out at www.persado.com
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The power of language & emotions in marketing

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A visual introduction to Persado's technology and the power of language & emotions in marketing. We've used this presentation in recent events & conferences.

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Transcript of "The power of language & emotions in marketing"

  1. 1. the power of language & emotions in marketing #persadoSpeaks Guy Krief, SVPProduct&Innovation Persado guy.krief@persado.com @guykak
  2. 2. variantsmarketing message responseclick-through rate 1.81% 1.62% 1.59% 0.92% 100%at stake!
  3. 3. variantsmarketing message responseclick-through rate 1.81% 1.62% 1.59% 0.92%
  4. 4. ELASTICITY  THE  LANGUAGE  OF  A  MARKETING   MESSAGE  CAN  GENERATE  VARIATIONS   IN  RESPONSE  RATES  OF  UP  TO...      800%  
  5. 5. TECHNOLOGY NOW ALLOWS TO TEST & TRACK_C:
  6. 6. “What should we put in there?”
  7. 7. a bigbut... #finite# number of variations
  8. 8. Theoretical / logical approach 1Generate all the possible variations 2Test all those variations+
  9. 9. (1)  You  will  need   to  hire  1,000s  of   copywriters,  for  a   few  years.     #cost  #'me  
  10. 10. (2)  You  will  need   more  than  all   current  living   humans  on  earth.     #cost   #possibleNOT  
  11. 11. “it’s all about organization”
  12. 12. _emoSonal_   _formaTng_   _funcSonal_   _features_   Those are the KEY  COMPONENTS  OF  ANY  MARKETING  MESSAGE  
  13. 13. Generate  &  model  the  universe  of  possibili5es,  aka    THE  SEMANTICAL  SPACE   >>> we got there by analyzing billions of online customer interactions, took us 3 years, and $15m in R&D
  14. 14. so, what we mean, is going from... THIS
  15. 15. ... to this.
  16. 16. Having modeled the semantical space allows to properly sample it
  17. 17. that’s  s'll  millions  of   combina'ons  
  18. 18. Let’s talk math: #A/B testing 200 responses / variant #Multi-variate 30 responses / variant #Statistical_algorithms 0.003 responses / variant ~ 300 MILLION RESPONSES ~ 45 MILLION RESPONSES ~ 4,000 RESPONSES TO EXPLORE 1.5 MILLION VARIANTS
  19. 19. Enjoy the absolute best message #HOLYGRAIL  #PERFORMANCE  #ROI  
  20. 20. does NOTmagically apply anywhere
  21. 21. P-R-O-C-E-S-S P-A-G-E-S
  22. 22. whatever the language, 99%WILL CLICK *   *  the  remaining  1%  don’t  speak  English  
  23. 23. RUNNING  A  DIAGNOSIS  allows to concentrate effort & money on impression that matter   that's a response elasticity test with semantical extremes
  24. 24. INSTANT                VS.          D E L A Y E D
  25. 25. on  text  messages,  nega5ve   emo5ons  tend  to   underperform...  except  in   La5n  America  where   urgency  (“hurry  up")  is  the   strongest  category   probably  a  bad  idea  to  use   impera5ve  in  email  subject   lines     on  the  web,  you  can  get   clicks  from  nega5ve   emo5ons  (like  “don’t   miss  it”  or  “limited  5me   offer”),  but  not   conversions     there  is  absolutely  no   correla5on  between  length   of  subject  lines  &  open  rates   of  emails     if  you  are  to  use   immediacy  in  a  call-­‐ to-­‐ac5on  on  the   web,  “today”  has   higher  chances  to   perform  than  “now”,   that  is  for   conversions  :)   first  person  voice  in  the   CTA  (“that’s  a  deal”,   “let’s  go”)  performs  very   well...  for  social  gaming   only..  but  both  on  web  &   email   on  the  web,  the   performance  of  ac5on   verbs  like  “start”  in  the   CTA  is  highly  product   sensi5ve   on  the  web,  over-­‐ communica5ng  about   discount  &  sales  tends...             ...to  have  a  nega5ve   impact  on  actual   conversions   emo5ons  generate   most  of  the  impact   across  channels,   except  for  email   subject  lines  where   it’s  product  features     op5mism  is  the   strongest  emo5on  for   instant  responses  across   all  digital  channels,  on   average  the  use  of   “awesome”,  “you’re   lucky”  generates  clicks!   worst  emo5on  for  conversion   across  channels  is  a  nega5ve   one,  it’s  threat  (“aNen5on”,   “watch  out”,  “important”)   in  financial  services,   intense  posi5ve   emo5ons  (op5mism  like   “  you’ll  love)  have  a   posi5ve  impact  for   premium  clients...  but  a   nega5ve  impact  on   regular  clients   SOURCE: PERSADO •  65MILLION UNIQUE USERS •  703MILLION DIGITAL IMPRESSIONS •  45MILLION RESPONSES
  26. 26. thankyou. questions anyone? hey, check us out at www.persado.com
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