From the 2016 B2B Content2Conversion Conference, with: Tim Riesterer, Chief Strategy and Marketing Officer, Corporate Visions

1. #C2C16
Stop Lighting Buyer’s Hair on Fire
Insights that Incite… Not just Excite
@TRiesterer

2. YOUR
SOLUTION

3. Preference
Stability
YOUR
SOLUTION

4. Preference
Stability
Anticipated
Regret
/Blame
YOUR
SOLUTION

5. YOUR
SOLUTION
Anticipated
Regret
/Blame
Cost of
Action/
Change
Preference
Stability

6. Preference
Stability
Anticipated
Regret
/Blame
Cost of
Action/
Change
Selection
Difficulty
YOUR
SOLUTION

7. CONTEXT
INSIGHTS THAT INCITE
CONTRAST
TESTED AND PROVEN
CONCRETE

8. Zakary Tormala, PhD
Persuasion expert
and exclusive
research partner to
Corporate Visions

9. CONTEXT
INSIGHTS THAT INCITE
TESTED AND PROVEN

10. Which conversation drives more effective persuasion?
A message from a bank that says your company might
fail if you take their money
A message from a bank that focuses on your critical
business needs and the benefits of taking their money
A
B

12. Condition 1 Respond to Stated Needs Condition 2 Value Added Services
Condition 3 Unconsidered Needs LAST Condition 4 Unconsidered Needs FIRST n = 400

13. $10 Million line
of credit at a
competitive rate
Serving the
community for
over 75 years
Understand
the needs
of small
business

14. $10 Million line
of credit at a
competitive rate
Serving the
community for
over 75 years
Experience
with your
type of
business
Tailored
services
On-staff
experts

15. $10 Million line
of credit at a
competitive rate
Serving the
community for
over 75 years
On-staff
experts
42% fail due
to underlying
problems
Ensure no
hidden
problem areas
for max results
!

16. $10 Million line
of credit at a
competitive
rate
Serving
companies
like yours for
over 75 years
42% fail due
to underlying
problems
Ensure no
hidden
problem areas
for max results
On-staff
experts to
review your
operations
!

17. • How compelling
• How thorough
• How clear
• How unexpected (or unusual)
• How unique (or different)
• How good or bad
• How likely to choose this lender
• How likely to accept the pitch and go with this offer
• Overall rating of the lending firm
• Overall attitude toward the lending firm
• How likely to choose this firm over other competing firms with similar rate
• How willing to choose this firm over another one offering a lower rate
• How much more than the proposed rate would they be willing to pay this firm
Uniqueness and
Quality Ratings
Choice and
Attitude Measures

18. Condition 1 Respond to Stated Needs Condition 2 Value Added Services
Condition 3 Unconsidered Needs LAST Condition 4 Unconsidered Needs FIRST n = 400
Which one happens most? Which one wins?

19. Presentation Uniqueness
2
3
4
5
6
Standard
Solution
ValueAdded
Solution
Unconsidered
Needs Last
Unconsidered
Needs First
Statistically Significant
Uniqueness Improvement
50%

20. Presentation Quality
5
6
7
8
9
Standard
Solution
ValueAdded
Solution
Unconsidered
Needs Last
Unconsidered
Needs First
Statistically Significant
Quality Improvement 10+%

21. Presentation Persuasiveness
4
5
6
7
8
Standard
Solution
Value Added
Solution
Unconsidered
Needs Last
Unconsidered
Needs First
Statistically Significant
Persuasion Improvement (10+%)

22. “Highlighting unconsidered needs
is unexpected, which can boost persuasion,
but this only helps when it happens at the
beginning of the message. When it
happens at the end, it’s too late.”
Dr. Zakary Tormala, Stanford

23. INSIGHTS THAT INCITE
CONTRAST
TESTED AND PROVEN

24. Which conversation drives more effective persuasion?
A message for a new product that first tells you
what’s wrong with your existing product
A message for a new product that leads with the
best, most different new features and benefits
A
B

25. Feature Benefits Condition
New Smartphone Features:
• Latest security improvements
eliminate hackers looking to gain
access through applications.
• Automatic app shutdown closes
unused apps and increases
battery life by 30%.
• New photo and video
compression feature shrinks size
of data-hogging content to enable
you to keep more of your favorites
on your phone.
• New high resolution image and
expanded screen size improves
ability to run professional
applications you use in your
business right on your phone
instead of a second device.

26. Contrast Condition
Current Smartphone Issues:
• Today’s smartphones are susceptible
to hackers through your keyboard app,
giving people access to your data and
the ability to turn on your camera.
• With today’s smartphones, unused
apps running in the background are
responsible for 70% of battery
drainage, leading to frequent charging
and decreased battery life.
• On current phones, photos and videos
hog storage capacity, which means
you often have to store files
somewhere else or periodically
choose photos and videos to delete.
• Current screen sizes and resolutions
keep people from being able to
maximize all the programs they want
to use and run on their phone,
requiring them to have a second
device like a tablet for things like
business applications.
New Smartphone Features:
• Latest security improvements
eliminate hackers looking to gain
access through applications.
• Automatic app shutdown closes
unused apps and increases
battery life by 30%.
• New photo and video
compression feature shrinks size
of data-hogging content to enable
you to keep more of your favorites
on your phone.
• New high resolution image and
expanded screen size improves
ability to run professional
applications you use in your
business right on your phone
instead of a second device.

27. What did we measure impact on?
Purchase Intent
Interest and likelihood of making a purchase
Attitudes and Choice
Willingness to switch and willingness to pay more
Advocacy
Likely to tell others and recommend a new product
Product Perceptions
Represents innovation and a clear improvement

28. 3
4
5
6
7
8
Future Only Currentthen Future
(Same Screen)
Currentthen Future
(Separate Screens)
Currentand Future
(Side by Side)
+14.63%
Interest and likelihood of
making a purchase
Purchase Intent

29. 3
4
5
6
7
8
Future Only Current then Future
(Same Screen)
Current then Future
(Separate Screens)
Current and Future
(Side by Side)
+14.06% Willingness to switch and
willingness to pay more
Attitudes and Choice

30. 3
4
5
6
7
8
Future Only Current then Future
(Same Screen)
Current then Future
(Separate Screens)
Current and Future
(Side by Side)
+12.46%
Likely to tell others and
recommend a new product
Advocacy

31. 3
4
5
6
7
8
Future Only Current then Future
(Same Screen)
Current then Future
(Separate Screens)
Current and Future
(Side by Side)
+13.40% Represents innovation
and a clear improvement
Product Perceptions

32. Contrast can improve all of these!
Purchase Intent
Interest and likelihood of making a purchase
Attitudes and Choice
Willingness to switch and willingness to pay more
Advocacy
Likely to tell others and recommend a new product
Product Perceptions
Represents innovation and a clear improvement
+14.63%
+14.06%
+12.46%
+13.40%

33. INSIGHTS THAT INCITE
TESTED AND PROVEN
CONCRETE

34. Which conversation drives more effective persuasion?
Sharing surprising information that puts the prospect at
unexpected risk
Sharing surprising information that puts the prospect at
risk and provides possible solutions to resolve it
A
B

35. RISK-ONLY CONDITION

36. RISK + RESOLUTION CONDITION

37. • How important to you
personally was the
information you read on
Vitamin D intake?
• When you read about
vitamin D in the study,
how anxious did it make
you about your own
vitamin D intake?
Measuring
Emotional
Responses

38. 3
4
5
6
7
8
Emotional Response
Risk + Resolution Risk Only Resolution Only
12% improvement in impact

39. • How likely would you be to change your
behavior based on the information you just
read?
• How likely would you be to take some sort of
action based on the information you just read?
• After reading that information, would you
purchase vitamin D supplements?
• How often would you eat vitamin D rich foods?
• These days there are many different kinds of
vitamin D rich snacks. How interested would you
be in purchasing some of these snacks?
• How likely would you be to try to persuade
others to take vitamin D supplements?
Measuring
Behavioral
Intentions

40. 3
4
5
6
7
8
Behavioral Intentions
Risk + Resolution Risk Only Resolution Only
9% improvement in impact

41. CONTEXT
INSIGHTS THAT INCITE
CONTRAST
UNCONSIDERED
NEED FIRST
CREATES
URGENCY
CONCRETE
COMPARE CURRENT
VS FUTURE STATE
CREATES VALUE
RESOLVING THE RISK
WITH SOLUTION
CREATES ACTION

42. #C2C16