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The Psychology Behind The Content | Benchmark Search Conference 2016

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From Click Consult's Benchmark Search Conference 2016, Bridgewater Hall, 12th July. Presented by Bas ven den Beld, State of Digital - The Psychology Behind The Content. #benchmarkconf2016

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The Psychology Behind The Content | Benchmark Search Conference 2016

  1. 1. @basvandenbeld Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com The Psychology Behind The Content @basvandenbeld Speaking, Consulting, Publishing, Training
  2. 2. @basvandenbeld
  3. 3. @basvandenbeld
  4. 4. I can’t choose between the different backpacks
  5. 5. @basvandenbeld I would buy if things would make sense
  6. 6. @basvandenbeld Like most people I happily pay more if the perception of what I’m getting is that it’s good
  7. 7. @basvandenbeld
  8. 8. @basvandenbeld But most of the time it doesn’t make sense
  9. 9. @basvandenbeld The same happens online
  10. 10. The problem of choice @basvandenbeld
  11. 11. @basvandenbeld
  12. 12. @basvandenbeld
  13. 13. @basvandenbeld
  14. 14. @basvandenbeld
  15. 15. @basvandenbeld Attention is a currency
  16. 16. @basvandenbeld More choices don’t always lead to more sales
  17. 17. @basvandenbeld What we all want is…
  18. 18. @basvandenbeld
  19. 19. @basvandenbeld Most purchasing decisions have both conscious and non-conscious components
  20. 20. @basvandenbeld We need to get into people’s brains
  21. 21. @basvandenbeld Understand who you are targeting
  22. 22. The psychology behind successful content @basvandenbeld
  23. 23. @basvandenbeld We plan future behaviour by relating present experiences to memories, past experiences, and learned associations
  24. 24. Know the motivation of your audience, initial motivation is critically important
  25. 25. @basvandenbeld You need to work with the customer’s needs and desires
  26. 26. @basvandenbeld People warm to you very quickly if you open your eyes, ears, and heart to their culture
  27. 27. @basvandenbeld
  28. 28. @basvandenbeld The more personal, the better
  29. 29. @basvandenbeldhttp://answerthepublic.com/
  30. 30. @basvandenbeld
  31. 31. Understand perspective
  32. 32. @basvandenbeld
  33. 33. @basvandenbeld
  34. 34. @basvandenbeld
  35. 35. @basvandenbeld
  36. 36. @basvandenbeld Context means everything
  37. 37. @basvandenbeld
  38. 38. Find shared values with your audience
  39. 39. @basvandenbeld Find a common enemy
  40. 40. @basvandenbeld
  41. 41. @basvandenbeld
  42. 42. Create something people can’t resist
  43. 43. @basvandenbeld
  44. 44. @basvandenbeld We don’t want to lose, or miss out
  45. 45. @basvandenbeld
  46. 46. @basvandenbeld Surprise makes us look (twice)
  47. 47. @basvandenbeld
  48. 48. @basvandenbeld
  49. 49. @basvandenbeld Use the right words
  50. 50. @basvandenbeld The 5 most persuasive words in the English language • You • Free • Because • Instantly • New
  51. 51. Guide people
  52. 52. @basvandenbeld People fill in the gaps
  53. 53. @basvandenbeld Kanisza Triangle
  54. 54. @basvandenbeld
  55. 55. @basvandenbeld
  56. 56. @basvandenbeld
  57. 57. @basvandenbeld
  58. 58. @basvandenbeld Visual cues
  59. 59. @basvandenbeld People want to recognise themselves
  60. 60. @basvandenbeld
  61. 61. @basvandenbeld
  62. 62. @basvandenbeld I tweet, share, and write about this stuff. Get regular updates by subscribing here: http://std.al/joinstod Have Bas speak or train at your even or company consult? Get in touch! Bas van den Beld www.basvandenbeld.com www.stateofdigital.com nl.linkedin.com/in/basvandenbeld @stateofdigital @basvandenbeld New: Content Marketing Strategy Essentials Course http://std.al/stodcmcours

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