Marketing to the Mind - Pubcon, Las Vegas, 2012

•

7 likes•8,289 views

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

Business

Neuromarketing
& Using
Brainfluence ™

Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com

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

“PubCon?”

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

PubCon 2000

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

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

Social Networking
Since 100 A.D.

@rogerdooley #pubcon #brainfluence Photo via Pretty/Ugly Design
Copyright 2012, Dooley Direct LLC

Imagine a beer glass…

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

7 min 12 min

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

60% Slower!

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

But beware…

“Imbibing Idiot Bias”

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

Photo with alcohol…

Drops
your
IQ!
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

So what?

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

Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson)
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

500+ Million Websites

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

50,000,000,000
Pages
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Neuro-Nudges

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

SEO

Your

50,000,000,000 Amazingly
Engagement
Well-Written
Content
Social Pages
Sharing
Action!
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Copy

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

Engaging Copy

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

Tell Stories
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Use a story to engage
the reader’s brain.

Ch.
67
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Testimonials

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

Use story testimonials
for maximum impact
and memorability.

Ch.
68
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Magic Words

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

VS.

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

FREE
Shipping!
vs. 20¢
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Use FREE offers
instead of very cheap
ones.

Ch.
64
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

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

“You can trust us to do
the job for you.”

Ch.
38
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Adjectives

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

Adjectives = Evil?
• Slow the reader?

• Reduce impact of action
words?

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

Adjectives = Evil?
More adjectives
↓
Less social sharing
-Dan Zarrella

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

Adjectives = Good!

Sales +27%
w/adjectives
-Brian Wansink

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

• Traditional Cajun Red Beans w/Rice
• Succulent Italian Seafood Filet
• Tender Grilled Chicken
• Homestyle Chicken Parmesan
• Satin Chocolate
• Grandma’s Zucchini Cookies

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

• Vivid
• Sensory
• Emotional/Nostalgic
• Specific
• Branded

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

rough
Having a bad day?
“Textural Metaphors”

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

“bad” “rough”

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

sharp
polished bright
heavy
smooth
slimy fuzzy
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

Use
vivid, sensory, emotiona
l adjectives to engage
the brain.
Ch.
66
@rogerdooley #pubcon #brainfluence Copyright 2012, Dooley Direct LLC

“The most important word in
the vocabulary of advertising
is TEST.”

-David Ogilvy

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

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

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Marketing to the Mind - Pubcon, Las Vegas, 2012

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