Presentation focuses on a single aspect of using "Brainfluence" - writing copy and creating content that engages the brain. Stories, adjectives, more.

1. Neuromarketing
& Using
Brainfluence ™
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

2. “PubCon?”
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3. PubCon 2000
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4. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

5. Social Networking
Since 100 A.D.
@rogerdooley #pubcon #brainfluence Photo via Pretty/Ugly Design
Copyright 2012, Dooley Direct LLC

6. Imagine a beer glass…
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7. 7 min 12 min
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8. 60% Slower!
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9. But beware…
“Imbibing Idiot Bias”
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10. Photo with alcohol…
Drops
your
IQ!
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11. So what?
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12. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

13. Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson)
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14. 500+ Million Websites
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15. 50,000,000,000
Pages
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16. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

17. Neuro-Nudges
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18. SEO
Your
50,000,000,000 Amazingly
Engagement
Well-Written
Content
Social Pages
Sharing
Action!
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19. Copy
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20. Engaging Copy
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21. Tell Stories
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22. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

23. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

24. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

25. Use a story to engage
the reader’s brain.
Ch.
67
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26. Testimonials
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27. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

28. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

29. Use story testimonials
for maximum impact
and memorability.
Ch.
68
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30. Magic Words
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31. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

32. VS.
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33. FREE
Shipping!
vs. 20¢
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34. Use FREE offers
instead of very cheap
ones.
Ch.
64
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35. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

36. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

37. @rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

38. What small change did this?
• Fair Price – Up 7%
• Caring – Up 11%
• Fair Treatment – Up 20%
• Quality – Up 30%
• Competency – Up 33%
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

39. “You can trust us to do
the job for you.”
Ch.
38
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40. Adjectives
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41. Adjectives = Evil?
• Slow the reader?
• Reduce impact of action
words?
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42. Adjectives = Evil?
More adjectives
↓
Less social sharing
-Dan Zarrella
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

43. Adjectives = Good!
Sales +27%
w/adjectives
-Brian Wansink
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44. • Traditional Cajun Red Beans w/Rice
• Succulent Italian Seafood Filet
• Tender Grilled Chicken
• Homestyle Chicken Parmesan
• Satin Chocolate
• Grandma’s Zucchini Cookies
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45. • Vivid
• Sensory
• Emotional/Nostalgic
• Specific
• Branded
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46. rough
Having a bad day?
“Textural Metaphors”
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47. “bad” “rough”
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48. sharp
polished bright
heavy
smooth
slimy fuzzy
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49. Use
vivid, sensory, emotiona
l adjectives to engage
the brain.
Ch.
66
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50. “The most important word in
the vocabulary of advertising
is TEST.”
-David Ogilvy
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51. Free Resources
Neuromarketing
Neurosciencemarketing.com/blog
Brainy Marketing
blogs.forbes.com/rogerdooley/
Inside Influence Report
influenceatwork.com
Dan Ariely Blog
danariely.com
Social Triggers Blog
socialtriggers.com
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

52. Neuromarketing
& Using
Brainfluence ™
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC