6. A bit about Clint
• Born. Raised. Diverse
interests.
• Believes Comic Sans will
curdle milk
• Makes a mean loaf of bread,
and a 1-match fire. But does
not bake the bread over the
fire.
• Hates when people refer to
themselves in the third
person.
9. Buy online in 3 simple steps:
1. Ooooh...sweet deal! (impulsive click)
2. How many steps to buy this thing...
3. What's my postal code again?
4. Shipping costs are wha...?! I could walk
there and bring it back—oh, screw it.
5. (3 weeks later) UPS is holding it
hostage at customs for 3x its original
value...
11. ...which is bad for
repeat sales.
(and word of mouth, publicity etc.
etc.)
12. 5 ideas:
Buying is a behaviour
—not a decision
how loyalty is lost in
the sales cycle
Branding =
sensory
shorthand
Advertising builds
emotional memory
The mind has
three layers
41. In practical terms:
• invest in emotionally positive, branded
experiences everywhere you can
• avoid anxiety-inducing marketing
tactics (confrontational communication
style, pressure tactics, all caps etc.)
• don’t just measure clicks—actually get
to know what makes your customer
happy
• your product is your number one
branded experience: make something
awesome
44. More reading:
• Don Norman: Emotional Design
• Fogg: Stanford Persuasive Tech
Lab
• Bloomberg article: brain science
not ready to replace Mad Men
• 7 second gap
• The Psychology of Economic
Decisions
• Smashing: excellent checkouts