The power of persuasion & motivation
Making psychology your marketing tool
Nikola Tesla

Over 700 patents

(1856 to 1943)

1. Alternating Current
2. Light
3. X-rays
4. Radio
5. Remote Control
6. El...
“It’s a sad, sad story.
The inventor (Tesla) couldn’t
commercialize anything.
He could barely fund his own
research.”

Lar...
There is more than
one approach to
marketing
In marketing (like in life)
effective starts with understanding
That’s why we are here
Agenda
– A bit about the brain
– Motivation & persuasion
• What works
• Why it works
• How to’s & e...
• 2 systems

“Thinking fast & slow” - Dr.Daniel Kahneman, 2002 Nobel Laureate
Instincts

Food
Sex
Danger

Hello
Gorgeous
Fear Grabs Our Attention
Are you safe?
Cyber security
Did you cover everything?
QA & testing
Other Variations of Fear
Loss Aversion
Test Drive - loss aversion in marketing
30 Day Free Trial
Try our premium version

Hold xx in your hands…..
Imagine xx in ...
Scarcity
Learn from the masters - KickStarter
Food & Sex
Rewards
Pavlov started.
Skinner continued.
New behavior

Ongoing behavior

Constant rewards

Variable reward
schedule
Translated to marketing
Gaming: Make it easy to win at first. Harder as it
goes along.
Constant rewards:
10th cup free
Var...
Evolution
Our brain size x 3
Complex Social Relationships
“You will either step forward into growth or you
will step back into safety.” (Abraham Maslow)
The Need to Belong
Practically speaking:
are you a chocoholic
A chocoholic is a person
who loves chocolate.
Social Proof - Everyone is doing it
Breaking the Paradigm
YOU

BECAUSE
Authority

•
•
•
•
•
•
•

Professors
Doctors
Analysts
Media
Bloggers
Leaders
Influencers
Liking

Familiarity – I know you
Similarity – I’m like you
Attractive – I like to like
Social media
a friend told me

Cold calls /
emails
I got your name
from…
get introduced

Emails
be known
Dress for Success

Hint: Attractive & Similar
A marketing lesson from the Krishna
Reciprocity
•
•
•
•
•

Give away’s
How about a drink?
Information
Holiday cards
I’m thinking of you...
The incredible power of stories
Consistency
Pain Points

Share the pain
Tell me a story
Connect & change the path
Thank You

Tally Netzer | tally@loft107.com
“My brain is only a receiver. In the Universe there is a core from
which we obtain knowledge, strength, inspiration.” -Nik...
Some of the Sources
• How to Get People to Do Stuff - Susan
Weinschenk, 2013
• Influence - Robert Cialdini, 1984
• Thinkin...
Preso v4
Preso v4
Preso v4
Preso v4
Preso v4
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Preso v4

  1. 1. The power of persuasion & motivation Making psychology your marketing tool
  2. 2. Nikola Tesla Over 700 patents (1856 to 1943) 1. Alternating Current 2. Light 3. X-rays 4. Radio 5. Remote Control 6. Electric Motor 7. Robotics 8. Laser 9 and 10. Wireless Communications and Limitless Free Energy
  3. 3. “It’s a sad, sad story. The inventor (Tesla) couldn’t commercialize anything. He could barely fund his own research.” Larry Page, Google’s co-founder
  4. 4. There is more than one approach to marketing
  5. 5. In marketing (like in life) effective starts with understanding
  6. 6. That’s why we are here Agenda – A bit about the brain – Motivation & persuasion • What works • Why it works • How to’s & examples
  7. 7. • 2 systems “Thinking fast & slow” - Dr.Daniel Kahneman, 2002 Nobel Laureate
  8. 8. Instincts Food Sex Danger Hello Gorgeous
  9. 9. Fear Grabs Our Attention
  10. 10. Are you safe? Cyber security
  11. 11. Did you cover everything? QA & testing
  12. 12. Other Variations of Fear
  13. 13. Loss Aversion
  14. 14. Test Drive - loss aversion in marketing 30 Day Free Trial Try our premium version Hold xx in your hands….. Imagine xx in your house…. Try it on….
  15. 15. Scarcity
  16. 16. Learn from the masters - KickStarter
  17. 17. Food & Sex
  18. 18. Rewards Pavlov started. Skinner continued.
  19. 19. New behavior Ongoing behavior Constant rewards Variable reward schedule
  20. 20. Translated to marketing Gaming: Make it easy to win at first. Harder as it goes along. Constant rewards: 10th cup free Variable schedule: random praise
  21. 21. Evolution Our brain size x 3
  22. 22. Complex Social Relationships
  23. 23. “You will either step forward into growth or you will step back into safety.” (Abraham Maslow)
  24. 24. The Need to Belong
  25. 25. Practically speaking: are you a chocoholic A chocoholic is a person who loves chocolate.
  26. 26. Social Proof - Everyone is doing it
  27. 27. Breaking the Paradigm
  28. 28. YOU BECAUSE
  29. 29. Authority • • • • • • • Professors Doctors Analysts Media Bloggers Leaders Influencers
  30. 30. Liking Familiarity – I know you Similarity – I’m like you Attractive – I like to like
  31. 31. Social media a friend told me Cold calls / emails I got your name from… get introduced Emails be known
  32. 32. Dress for Success Hint: Attractive & Similar
  33. 33. A marketing lesson from the Krishna
  34. 34. Reciprocity
  35. 35. • • • • • Give away’s How about a drink? Information Holiday cards I’m thinking of you...
  36. 36. The incredible power of stories
  37. 37. Consistency
  38. 38. Pain Points Share the pain Tell me a story
  39. 39. Connect & change the path
  40. 40. Thank You Tally Netzer | tally@loft107.com
  41. 41. “My brain is only a receiver. In the Universe there is a core from which we obtain knowledge, strength, inspiration.” -Nikola Tesla
  42. 42. Some of the Sources • How to Get People to Do Stuff - Susan Weinschenk, 2013 • Influence - Robert Cialdini, 1984 • Thinking Fast & Slow - Daniel Kahneman, 2002 • Predictably Irrational – Dan Ariely

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