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Nathalie Nahai - ...
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WHAT IS A ‘BORING’ INDUSTRY?!...
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WHAT IS A ‘BORING’ INDUSTRY?!...
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WHAT IS A ‘BORING’ INDUSTRY?!...
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WHAT IS A ‘BORING’ INDUSTRY?!...
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1  Persuasive copy
TODAY’S TA...
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1  Persuasive copy
2  Engagin...
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1  Persuasive copy
2  Engagin...
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1
Persuasive copy
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A GOLDEN RATIO?
80:20@THEWEBP...
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“ ”
Would this make me want t...
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SEDUCTIVE HEADLINES

Whatever...
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9 steps
PERSUASIVE HEADLINES
...
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1
Understand your target
audi...
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PERSONALITY MATTERS
“ ”
Adapt...
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EXTRAVERSION
Strong
Outgoing
...
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OPENNESS
Innovation
Intellige...
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NEUROTICISM
Safe
Reduce the a...
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TOOLS
•  Big 5 (IPIP-NEO) per...
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2
Write to one person
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PERSONA(S)
Give each segment ...
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PERSONA(S)
•  Age
•  Gender
•...
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3
Write outline of copy first...
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CONSISTENCY
This will ensure ...
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4
Use psychological
trigger w...
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TRIGGER WORDS
Weird
Bizarre
S...
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5
Write several different
hea...
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READING vs SPEAKING
We write ...
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6
Pick no.1 benefit & include...
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7
Include the product or
prob...
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8
Write a totally left-field
...
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9
Split test your headlines,
...
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TEST IT!
Even if you have a s...
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The formula
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Number / Trigger word
+
@THEW...
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Number / Trigger word
Adjecti...
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Number / Trigger word
Adjecti...
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Number / Trigger word
Adjecti...
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Number / Trigger word
Adjecti...
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EXAMPLE
Subject:
@THEWEBPSYCH...
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EXAMPLE
Subject: Frying eggs
...
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EXAMPLE
Subject: Frying eggs
...
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EXAMPLE
Subject: Frying eggs
...
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EXAMPLE
Subject: Frying eggs
...
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OR APPLY THE FORMULA:
@THEWEB...
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OR APPLY THE FORMULA:
“13 unb...
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OR APPLY THE FORMULA:
“13 unb...
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OR APPLY THE FORMULA:
“13 unb...
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OR APPLY THE FORMULA:
“13 unb...
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OR APPLY THE FORMULA:
“13 unb...
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OR APPLY THE FORMULA:
“13 unb...
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SO, FOR ‘BORING’ INDUSTRIES…
...
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SO, FOR ‘BORING’ INDUSTRIES…
...
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SO, FOR ‘BORING’ INDUSTRIES…
...
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SO, FOR ‘BORING’ INDUSTRIES…
...
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SO, FOR ‘BORING’ INDUSTRIES…
...
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OR APPLY THE FORMULA:
“3 biza...
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OR APPLY THE FORMULA:
“3 biza...
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OR APPLY THE FORMULA:
“3 biza...
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OR APPLY THE FORMULA:
“3 biza...
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OR APPLY THE FORMULA:
“3 biza...
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OR APPLY THE FORMULA:
“3 biza...
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… ISN’T THIS
JUST CLICKBAIT?
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ONLY IF…
“ ”
You’re not offer...
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ASK YOURSELF
“ ”
What are the...
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Which is why
This works…
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Engaging images
2
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They’re instant, data-rich, a...
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YOUR IMAGES SHOULD
1  Elicit ...
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EMOTIONS
“ ”
Where thought co...
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http://www.boredpanda.com/fir...
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http://www.boredpanda.com/fir...
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http://global3.memecdn.com/on...
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YOUR IMAGES SHOULD
1  Elicit ...
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Cosa Nostra, ‘More power than...
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Mohawk for Standard Life - ‘P...
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YOUR IMAGES SHOULD
1  Elicit ...
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Viral videos
3
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BOOST SHAREABILITY
1  Use nos...
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Internet Explorer – ‘Child Of...
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BOOST SHAREABILITY
1  Use nos...
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DL Jeans – ‘#BUTTCAM’ (2014) ...
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BOOST SHAREABILITY
1  Use nos...
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Newcastle Brown Ale – ‘If We ...
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BOOST SHAREABILITY
1  Use nos...
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Bathstore – ‘Just a wee’ (201...
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BOOST SHAREABILITY
1  Use nos...
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Samsung Life Insurance – ‘The...
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Key takeaways
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KEY TAKEAWAYS
To create persu...
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KEY TAKEAWAYS
To create persu...
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KEY TAKEAWAYS
To create persu...
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KEY TAKEAWAYS
To create persu...
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REFERENCES
1  HBR (1st July 2...
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Nathalie Nahai • ...
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The Psychology of Persuasive Content for "Boring" Industries

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If your content needs a jolt of life, web psychologist Nathalie Nahai will show you how to apply targeted psychological techniques to design more engaging images, killer headlines, and videos that are more likely to go viral.

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  1. 1. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. #MozCon   Nathalie Nahai - The Web Psychologist The Psychology of Persuasive Content for "Boring" Industries @TheWebPsych - hello@thewebpsychologist.com
  2. 2. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT IS A ‘BORING’ INDUSTRY?! @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  3. 3. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT IS A ‘BORING’ INDUSTRY?! •  Banking @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  4. 4. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT IS A ‘BORING’ INDUSTRY?! •  Banking •  Insurance @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  5. 5. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT IS A ‘BORING’ INDUSTRY?! •  Banking •  Insurance •  Plumbing @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  6. 6. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  Persuasive copy TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  7. 7. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  Persuasive copy 2  Engaging images TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  8. 8. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  Persuasive copy 2  Engaging images 3  Viral videos TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  9. 9. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1 Persuasive copy
  10. 10. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. A GOLDEN RATIO? 80:20@THEWEBPSYCHTHE WEB PSYCHOLOGIST
  11. 11. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. “ ” Would this make me want to read on? ASK YOURSELF @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  12. 12. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SEDUCTIVE HEADLINES Whatever industry you’re in, to get people to read your copy, you need a hook… @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  13. 13. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 9 steps PERSUASIVE HEADLINES to
  14. 14. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1 Understand your target audience
  15. 15. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERSONALITY MATTERS “ ” Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  16. 16. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXTRAVERSION Strong Outgoing Active Excitement Attention J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  17. 17. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OPENNESS Innovation Intelligence Sophistication Imagination Creative J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  18. 18. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. NEUROTICISM Safe Reduce the anxiety Uncertainty Security Protection J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  19. 19. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. TOOLS •  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ •  Visual DNA visualdna.com/ •  MyPersonality mypersonality.org/ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  20. 20. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 2 Write to one person
  21. 21. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERSONA(S) Give each segment a psychologically representative persona @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  22. 22. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERSONA(S) •  Age •  Gender •  Personality traits (Big 5) •  Culture (country / peer group) •  Motivation (intrinsic / extrinsic) @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  23. 23. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 3 Write outline of copy first, then the headline
  24. 24. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. CONSISTENCY This will ensure you distill the content into a headline that can deliver @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  25. 25. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 4 Use psychological trigger words
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. TRIGGER WORDS Weird Bizarre Strange Mystery Effortless Painstaking Fun Free Secret Amazing Absolute Essential Incredible (It’s not what you think) @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 5 Write several different headlines - read them aloud
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. READING vs SPEAKING We write differently than we speak – reading headlines aloud will give you a fresh, new perspective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 6 Pick no.1 benefit & include it in the headlines
  30. 30. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  31. 31. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 7 Include the product or problem in the headlines
  32. 32. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  33. 33. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 8 Write a totally left-field headline – yes, seriously
  34. 34. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  35. 35. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 9 Split test your headlines, use the most effective
  36. 36. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. TEST IT! Even if you have a small readership, you can test what customers will respond to by split-testing emails, articles, web pages @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  37. 37. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. The formula
  38. 38. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  39. 39. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word Adjective + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  40. 40. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word Adjective Keyword + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  41. 41. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word Adjective Keyword Promise + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  42. 42. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  43. 43. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  44. 44. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: Frying eggs @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  45. 45. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: Frying eggs You could write an article entitled: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  46. 46. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: Frying eggs You could write an article entitled: -  “How to fry an egg” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  47. 47. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: Frying eggs You could write an article entitled: -  “How to fry an egg” -  “Why I love frying eggs” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  48. 48. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  49. 49. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  50. 50. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  51. 51. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  52. 52. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  53. 53. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  54. 54. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword promise @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  55. 55. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  56. 56. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  57. 57. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  58. 58. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: -  “Why you should insure your home” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  59. 59. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: -  “Why you should insure your home” -  “Home insurance for the whole family” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  60. 60. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  61. 61. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  62. 62. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  63. 63. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word adjective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  64. 64. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word keyword adjective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  65. 65. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word promise keyword adjective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  66. 66. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. … ISN’T THIS JUST CLICKBAIT?
  67. 67. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. ONLY IF… “ ” You’re not offering value, or if you’re promising more than you can deliver @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  68. 68. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  69. 69. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. ASK YOURSELF “ ” What are the tangible benefits my customers will get from this content? @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  70. 70. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Which is why This works…
  71. 71. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  72. 72. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  73. 73. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  74. 74. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Engaging images 2
  75. 75. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. They’re instant, data-rich, and visually compelling IMAGES SEDUCE @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  76. 76. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. YOUR IMAGES SHOULD 1  Elicit emotion - anger, fear, happiness, disgust, surprise, sadness @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  77. 77. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EMOTIONS “ ” Where thought conflicts with emotion, the latter is designed by the neural circuitry in our brains to win R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press. @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  78. 78. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. http://www.boredpanda.com/first-world-problems-twitter/ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  79. 79. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. http://www.boredpanda.com/first-world-problems-twitter/ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  80. 80. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. http://global3.memecdn.com/one-does-not-simply_o_204186.jpg http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  81. 81. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. YOUR IMAGES SHOULD 1  Elicit emotion - anger, fear, happiness, disgust, surprise, sadness 2  Tell a story - contrast & concrete @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  82. 82. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  83. 83. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  84. 84. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Mohawk for Standard Life - ‘Potential. Delivered.’ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  85. 85. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. YOUR IMAGES SHOULD 1  Elicit emotion - anger, fear, happiness, disgust, surprise, sadness 2  Tell a story - contrast & concrete 3  Create a curiosity gap - Gestalt – desire to ‘close the loop’ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  86. 86. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  87. 87. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  88. 88. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Viral videos 3
  89. 89. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  90. 90. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Internet Explorer – ‘Child Of The 90s’ (2013) http://www.youtube.com/watch?v=qkM6RJf15cg @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  91. 91. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  92. 92. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  93. 93. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience 3  Make it funny @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  94. 94. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  95. 95. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience 3  Make it funny 4  Surprise them @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  96. 96. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  97. 97. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience 3  Make it funny 4  Surprise them 5  Move them @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  98. 98. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  99. 99. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Key takeaways
  100. 100. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS To create persuasive content you have to: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  101. 101. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS To create persuasive content you have to: 1  Understand your audience(s) @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  102. 102. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS To create persuasive content you have to: 1  Understand your audience(s) 2  Engage them emotionally @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  103. 103. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS To create persuasive content you have to: 1  Understand your audience(s) 2  Engage them emotionally 3  Use psychological triggers @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  104. 104. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. REFERENCES 1  HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/ 2  J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012. 3  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ 4  Visual DNA visualdna.com/ 5  MyPersonality mypersonality.org/ 6  HBR (27th June 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/ 7  Optimizely (2014) https://www.optimizely.com/ 8  Upworthy (21st November 2013) http://www.upworthy.com/the-dalai-lama-has-some-very-uplifting-and-wise-words-about-farting 9  LinkedIn (June 30th 2014) https://www.linkedin.com/today/post/article/20140630120036-20017018-10-things-only-exceptional-bosses-give-employees 10  Buzzfeed (June 26th 2014) http://www.buzzfeed.com/lukebailey/london-prices 11  First World Problems: http://www.boredpanda.com/first-world-problems-twitter/ 12  http://global3.memecdn.com/one-does-not-simply_o_204186.jpg 13  http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg 14  Know More (Washington Post): http://knowmore.washingtonpost.com/ 15  Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever 16  Mohawk for Standard Life - ‘Potential. Delivered.’ 17  Buzzfeed (26th June 2014) http://www.buzzfeed.com/lukebailey/london-prices 18  Buzzfeed (15th Nov 2013) http://www.buzzfeed.com/bobbymiller/things-kids-do-thatd-be-creepy-if-an-adult-did-them 19  Internet Explorer – ‘Child Of The 90s’ (2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg 20  DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/ 21  Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ 22  Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc 23  Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  105. 105. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. #MozCon   Nathalie Nahai • The Web Psychologist @TheWebPsych • hello@thewebpsychologist.com
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