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Why Your Content Sucks (Hint: it's not a Messaging Problem, it's a Psychology Problem)

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If you don't understand the psychology behind why your customers buy, then your content will always be fighting a losing battle. In this talk, we'll discuss how the brain makes decisions when it comes to purchasing a product, and give actionable steps to improve your content and see higher conversions.

Learn more about your customer's psychology at <a>yourcontentsucks.com</a>

Published in: Marketing

Why Your Content Sucks (Hint: it's not a Messaging Problem, it's a Psychology Problem)

  1. Why Your Content Sucks Hint: it’s not a Messaging Problem, it’s a Psychology Problem Madison Taskett
  2. Why was my Speech so Popular? It’s not coincidence; you’ll learn how as we go along!
  3. Today You’ll Learn How Your Brain Evolved and how that affects the way people buy Why you Need to Focus on the Problem, and how to message products with multiple use cases How to tell a Brand Story that will Gain you Customers for Life 1 2 3
  4. Madison Taskett Marketing Manager at JumpCloud Owner of http://yourcontentsucks.com • Experience marketing and selling for companies from from Fortune 500 to startup size in a range of industries • Passion for genuine communication that sells • Most popular speech for BSW 2016! • Owner of yourcontentsucks.com
  5. How your Brain Evolved- and how that affects the way people buy Why you need to focus on the problem, and how to message products with multiple use cases How to tell a Brand Story that will Gain you Customers for Life 1 2 3 Pitch Anything Oren Klaff
  6. Neocortex HIGHER LEVEL DECISION MAKING Brain Stem SURVIVAL INSTINCTS How our Brains Evolved Mid-Brain EMOTIONS SOCIAL SITUATIONS
  7. YOU'RE IN A STRANGE CITY IN A PARKING LOT AT NIGHT
  8. Your brain springs into action Survival BRAIN STEM Social Situations MID BRAIN NEOCORTEX Complex Decision Making
  9. Our Brain Stem is Our Spam Folder 99% OF INFORMATION GETS FILTERED OUT
  10. How your brain evolved- and how that affects the way people buy Why you Need to Focus on the Problem, and how to message products with multiple use cases How to tell a Brand Story that will Gain you Customers for Life 1 2 3 The Brain Audit Sean D’Sousa
  11. YET YOU STILL DEFTLY AVOID DOG POO ON THE SIDEWALK Example: Dog Poo We notice problems much more than we notice solutions. YOU’RE ON A HOT DATE
  12. People respond to Problems In a study, participants were shown three kinds of photos and their brain activity was measured. 1 2 3 NO ADDITIONAL BRAIN ACTIVITY NEUTRAL PICTURES EXCITING PICTURES PROBLEM PICTURES GOT THE PULSE GOING… A LITTLE BY FAR THE MOST BRAIN ACTIVITY
  13. Ex: Problem-centered Messaging ex: masalabody.com
  14. Multiple Use Cases Gone Wrong When you attempt to speak to all of your customers at the same time, you speak to none of them.
  15. Lead Your Customer through Your House Every room is a different pain point Want Your Husband to Think You’re Sexy? Imagine walking into a party with your husband by your side. He guides you through the crowd with his palm gently touching the small of your back. Once you find your spot, he whispers in your ear, “You look so sexy tonight.” As people come to talk to the two of you, he puts his arm around you, making it known that you are his woman. He doesn’t want to let you leave his side. When I was overweight, I would think about it ALL THE TIME. When I opened my eyes in the morning, I would immediately dread the thought of putting on my pants and experiencing the feeling of discomfort around my stomach while I walked around and sat in my chair all day. I Hated Feeling Gross All the Time
  16. THEY ARE THANKFUL FOR THAT USEFUL INFORMATION Be Educational Your problem should help your customer live a better life. WHEN YOU TELL A FRIEND TO PREPARE FOR A SNOWSTORM…
  17. How your brain evolved- and how that affects the way people buy Why you need to focus on the problem, and what to do about products with multiple use cases How to tell a Brand Story that will Gain you Customers for Life 1 2 3 Storyhacking Alaura Weaver
  18. Frankly, there isn’t anyone you couldn’t learn to love once you’ve heard their story.
  19. AFTER THE RIGHT STORY The Power of the Right Story BEFORE THE RIGHT STORY SlideShare doesn’t support audio, but this story is ABSOLUTELY worth hearing. The guy added backstories to junk and got over two THOUSAND percent more money just by adding stories to them. Click on the link to hear how it worked: http://www.npr.org/ templates/story/story.php?storyId=121690381
  20. WE DON’T JUST COMPREHEND STORIES, WE FEEL THEM Now with Oxytocin!
  21. Introducing the problem CALL TO ADVENTURE The Marketing Side of the Hero’s Journey Scholar Joseph Campbell nailed down the structure that has worked for countless fairy tales, novels, and adventure movies. 1 The stakes/customer’s nightmare scenario REFUSAL OF THE CALL2 Your brand THE HELPER/ MENTOR3 Your offer THE MAGICAL ITEM4 CTA CROSSING THE THRESHOLD 5
  22. The Hero’s Journey Continued Lead nurturing THE APPROACH6 Testimonials/ social proof THE RETURN7
  23. Call to Adventure: The Problem Introducing the problem CALL TO ADVENTURE1 YOUR CUSTOMER IS ALWAYS THE HERO, NEVER YOUR BUSINESS! WHAT’S YOUR HERO’S AHA MOMENT? YOUR HERO NEEDS TO BE JOLTED INTO A SENSE OF PURPOSE The hero of the story (your customer) needs an objective to strive for.
  24. LogRhythm: Call to Adventure
  25. Your Customer’s Nightmare Scenario Customer’s nightmare scenario REFUSAL OF THE CALL2 WHAT KEPT NEO UP AT NIGHT: KNOWING THAT HIS ENTIRE LIFE WAS A LIE WHAT KEEPS YOUR CUSTOMER UP AT NIGHT?
  26. VictorOps: a great Nightmare Scenario
  27. VictorOps: a great Nightmare Scenario
  28. Your Brand: The Mentor Your Brand THE HELPER/ MENTOR3 NEO’S MENTOR: MORPHEUS SOCIAL PROOF GIVES YOUR CUSTOMERS A REASON TO TRUST YOUR ADVICE Your brand was put on this Earth to help the hero in their quest.
  29. Techstars: The Ultimate Mentor
  30. A Mentor’s Email Does your subject line complete the sentence “I want to help you ________________”? (I Want to help you… )“Great discount inside!” –what does that tell your customer he/she can do? Vs. (I Want to help you…) “Enjoy the trails this weekend: Save 25% on Summer Mountain Biking Gear” — Oh! That’s sounds like just the thing after a long winter! Your brand THE HELPER/ MENTOR3
  31. Your Offer is a Magical Item Your offer THE MAGICAL ITEM4 NEO’S MAGICAL ITEM: SIMULATED TRAINING YOU UNDERSTAND HOW YOUR PRODUCT WILL FIT INTO THE REST OF YOUR CUSTOMER’S LIFE. Your magical item is scarce, limited, or exclusive and they’ll be at a serious disadvantage in their quest without it: that’s why it’s Magical.
  32. Sovrn: Magical Items
  33. the Point of no Return: Your CTA Your CTA CROSSING THE THRESHOLD4 THE HERO HAS ONE LAST CHANCE TO TURN BACK, BUT INSTEAD HE TAKES A DEEP BREATH AND GOES FOR IT. YOUR CTA- THE POINT OF NO RETURN
  34. tapinfluence: a compelling CTA
  35. Lead Nurturing: Guide Your Hero On their Quest Lead nurturing THE APPROACH6 NEO’S LEAD NURTURING: THE ORACLE GIVE THEM MAGICAL ITEMS/ ADVICE/ EDUCATION
  36. It’s time for your hero to share their story Testimonials/ social proof THE RETURN7 “I’M GOING TO SHOW THEM A WORLD WHERE ANYTHING’S POSSIBLE.” TESTIMONIALS, CASE STUDIES, CUSTOMER QUOTES, REVIEWS Repeat the process and the cycle of customers will perpetuate themselves. My mentor’s magical item allowed me to save my company from the nightmare scenario!
  37. Target Your Best Customers
  38. 1 2 3 What did We Learn? Your Brain Stem Is Your Spam Folder Isolate the problem! The Hero’s Journey Will Get You ALL the Money
  39. Why was my Speech so Popular? If you don't understand the psychology behind why your customers buy, then your content will always be fighting a losing battle. In this talk, we'll discuss how the brain makes decisions when it comes to purchasing a product, and give actionable steps to improve your content and see higher conversions. Why Your Content Sucks (Hint: It’s not a Messaging Problem, it’s a Psychology Problem) 79 Start w/ the Problem Isolated the problem Call to Adventure! My magical Item
  40. Learn More Click on the link to visit http://yourcontentsucks.com Learn all about neuroscience, messaging hacks, and branding how-tos
  41. Thank You!Madison Taskett: Constantly Curious Marketer madison@taskett.email @taskettTwitter:Email: Let’s keep in touch: I don’t bite! http://yourcontentsucks.com
  42. Reading List My talk was heavily influenced by the following works: Pitch Anything Oren Klaff The Brain Audit Sean D’Sousa Storyhacking Alaura Weaver

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