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THE SECRET
PSYCHOLOGY
PERSUASIVE CONTENT
of
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What’s the purpose of content?
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TRUST
• Grab (and hold) attention from the right people
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TRUST
• Grab (and hold) attention from the right people
• Provoke the desired emotional response(s)
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TRUST
• Grab (and hold) attention from the right people
• Provoke the desired emotional response(s)
• Convert this into a mutually beneficial action
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So how do you do it?
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1
DECISION-MAKING
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DECISION-MAKING
R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press.
Where thought conflicts with emotion,
the latter is designed by the neural
circuitry in our brains to win
“ ”
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DECISION-MAKING
Park, J., Lennon, S. J., & Stoel, L. (2005). On-line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing,
22(9), 695-719.
“ ”
Positive moods lead to lower perceived
risk and increased purchase intention
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To create a positive emotional state,
it helps if people trust you
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TRUST
Simpson, J. A. (2007). Psychological foundations of trust. Current directions in psychological science, 16(5), 264-268.
The single most important ingredient
for the development and maintenance of
happy, well-functioning relationships
“ ”
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TRUST
Lack of trust is the biggest
impediment to successful e-commerce
and interpersonal relationships
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One way to establish trust is to anchor yourself
in your values & express them business-wide
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VALUES
http://www.forbes.com/sites/larissafaw/2014/05/22/millennials-expect-more-than-good-products-services-to-win-their-loyalty/
More than 81% of millennials expect
companies to make a public commitment
to good corporate citizenship
“ ”
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TRUST
• People need to feel safe
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TRUST
• People need to feel safe
• We need to feel understood
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TRUST
• People need to feel safe
• We need to feel understood
• We need to feel enabled and supported
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One of the best ways to help people feel
these things, is to show homophily
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HOMOPHILY
“Love of the same”
The tendency of individuals to associate
and bond with similar others
“ ”
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HOMOPHILY
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of
Advertising, 30(1), 47-75.
“ ”
A homophilous source is
more likely to be perceived as credible,
trustworthy, and reliable…
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HOMOPHILY
…The effectiveness of
communication from a homophilous
source may be greater
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of
Advertising, 30(1), 47-75.
“ ”
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To leverage homophily, you have to
understand and mirror your audience
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The stories we relate to the most are the
ones that reflect our own experiences
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PERSUASIVE LANGUAGE
2
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Our online behaviours reveal more than we think
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PSYCHOGRAPHICS
Study and classification of people
according to their attitudes, aspirations,
and other psychological criteria
“ ”Oxford Dictionaries, 2015
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PSYCHOGRAPHICS
Personality - Massive Facebook study
Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National
Academy of Sciences, 110(15), 5802-5805.
Bollen, J., Mao, H., & Zeng, X. (2011). Twitter mood predicts the stock market. Journal of Computational Science, 2(1), 1-8.
Eichstaedt, J. C., Schwartz, H. A., Kern, M. L., Park, G., Labarthe, D. R., Merchant, R. M., ... & Weeg, C. (2015). Psychological language on Twitter predicts
county-level heart disease mortality. Psychological science, 26(2), 159-169.
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PSYCHOGRAPHICS
Personality - Massive Facebook study
Sentiment analysis - Predict stock market
Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National
Academy of Sciences, 110(15), 5802-5805.
Bollen, J., Mao, H., & Zeng, X. (2011). Twitter mood predicts the stock market. Journal of Computational Science, 2(1), 1-8.
Eichstaedt, J. C., Schwartz, H. A., Kern, M. L., Park, G., Labarthe, D. R., Merchant, R. M., ... & Weeg, C. (2015). Psychological language on Twitter predicts
county-level heart disease mortality. Psychological science, 26(2), 159-169.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PSYCHOGRAPHICS
Personality - Massive Facebook study
Sentiment analysis - Predict stock market
Health - Heart disease mortality
Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National
Academy of Sciences, 110(15), 5802-5805.
Bollen, J., Mao, H., & Zeng, X. (2011). Twitter mood predicts the stock market. Journal of Computational Science, 2(1), 1-8.
Eichstaedt, J. C., Schwartz, H. A., Kern, M. L., Park, G., Labarthe, D. R., Merchant, R. M., ... & Weeg, C. (2015). Psychological language on Twitter predicts
county-level heart disease mortality. Psychological science, 26(2), 159-169.
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The words we use and respond to can
expose our personality traits
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PERSONALITY MATTERS
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Adapting persuasive messages to
personality traits… can be an effective
way of increasing the messages’ impact
“ ”
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Personalities are complex - we all score
differently across combinations of traits
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PERSONALITY TESTS
• Reliable
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PERSONALITY TESTS
• Reliable
• Valid
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PERSONALITY TESTS
• Reliable
• Valid
• Independent
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PERSONALITY TESTS
• Reliable
• Valid
• Independent
• Comprehensive
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The Big 5

(a quick quiz)
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DO YOU HAVE…
A high degree of intellectual
curiosity, creativity and a preference
for novelty and variety?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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1. Openness
THE BIG 5
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OPENNESS
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Innovation
Intelligence
Sophistication
Imagination
Creative
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ARE YOU…
Organised, dependable and
self-disciplined? Do you prefer to plan
and aim for achievement?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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1. Openness
2. Conscientiousness
THE BIG 5
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ARE YOU…
Energetic, positive, assertive & sociable?
Do you tend to seek stimulation in
the company of others?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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1. Openness
2. Conscientiousness
3. Extraversion
THE BIG 5
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EXTRAVERSION
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Strong
Outgoing
Active
Excitement
Attention
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DO YOU HAVE…
The tendency to be compassionate
and cooperative rather than suspicious
and antagonistic towards others?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1. Openness
2. Conscientiousness
3. Extraversion
4. Agreeableness
THE BIG 5
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DO YOU HAVE…
The tendency to experience unpleasant
emotions easily, such as anger, anxiety,
depression, and vulnerability?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1. Openness
2. Conscientiousness
3. Extraversion
4. Agreeableness
5. Neuroticism
THE BIG 5
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NEUROTICISM
Safe
Reduce the anxiety
Uncertainty
Security
Protection
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
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Who does this appeal to?
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EXTRAVERSION
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Strong
Outgoing
Active
Excitement
Attention
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OPENNESS
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Innovation
Intelligence
Sophistication
Imagination
Creative
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
NEUROTICISM
Safe
Reduce the anxiety
Uncertainty
Security
Protection
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
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Specific words engage specific traits
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You can research & segment your audience by
personality trait, based on linguistic patterns
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If you want to design a trait-specific campaign…
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable Connection with family & community
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable Connection with family & community
Neurotic
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable Connection with family & community
Neurotic Safety & security
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Useful tools to get started
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TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
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TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
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TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
3. From Facebook likes: applymagicsauce.com
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
3. From Facebook likes: applymagicsauce.com
4. From digital footprint: hogan-x.com
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
3. From Facebook likes: applymagicsauce.com
4. From digital footprint: hogan-x.com
5. Computerised text analysis: liwc.wpengine.com
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#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
There are also other psychological
ways to increase engagement…
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OPTIMISING HEADLINES
3
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
What do you notice about the
words in these headlines?
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
They all use trigger words
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
TRIGGER WORDS
Weird
Surprising
Secret
Mystery
Effortless
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
TRIGGER WORDS
Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
TRIGGER WORDS
Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing
Bizarre
Essential
Incredible
(It’s not what
you think)
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
You can use psychological principles to
get people to read, watch and share anything….
Nathalie Nahai - The psychology of persuasive content (The Inbounder)
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
So how do you put it together?
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Number / Trigger word
+
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Number / Trigger word
Adjective
+
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Number / Trigger word
Adjective
Keyword
+
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Number / Trigger word
Adjective
Keyword
Promise+
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Number / Trigger word
Adjective
Keyword
Promise
KILLER HEADLINE
+
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
EXAMPLE
Subject:
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
EXAMPLE
Subject: Frying eggs
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
EXAMPLE
Subject: Frying eggs
You could write an article entitled:
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
EXAMPLE
Subject: Frying eggs
You could write an article entitled:
-“How to fry an egg”
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
EXAMPLE
Subject: Frying eggs
You could write an article entitled:
-“How to fry an egg”
-“Why I love frying eggs”
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
promise
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
But isn’t this just clickbait?
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ONLY IF…
You’re not offering value, or if you’re
promising more than you can deliver
“ ”
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Persuasive content hooks and delivers value
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Persuasive content hooks and delivers value
Clickbait hooks and doesn’t deliver value
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ASK YOURSELF
What are the tangible benefits my
customers will get from this content?
“ ”
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
#THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY TAKEAWAYS
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY TAKEAWAYS
To create persuasive, emotionally engaging content:
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY TAKEAWAYS
To create persuasive, emotionally engaging content:
1. Establish trust through shared values & homophily
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY TAKEAWAYS
To create persuasive, emotionally engaging content:
1. Establish trust through shared values & homophily
2. Adapt your content to your customers’ personalities
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY TAKEAWAYS
To create persuasive, emotionally engaging content:
1. Establish trust through shared values & homophily
2. Adapt your content to your customers’ personalities
3. Psychologically optimise your headlines
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THANK YOU!
@NathalieNahai
NathalieNahai.com

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Nathalie Nahai - The psychology of persuasive content (The Inbounder)

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SECRET PSYCHOLOGY PERSUASIVE CONTENT of
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s the purpose of content?
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST • Grab (and hold) attention from the right people
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST • Grab (and hold) attention from the right people • Provoke the desired emotional response(s)
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST • Grab (and hold) attention from the right people • Provoke the desired emotional response(s) • Convert this into a mutually beneficial action
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you do it?
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 DECISION-MAKING
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DECISION-MAKING R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press. Where thought conflicts with emotion, the latter is designed by the neural circuitry in our brains to win “ ”
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DECISION-MAKING Park, J., Lennon, S. J., & Stoel, L. (2005). On-line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719. “ ” Positive moods lead to lower perceived risk and increased purchase intention
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To create a positive emotional state, it helps if people trust you
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST Simpson, J. A. (2007). Psychological foundations of trust. Current directions in psychological science, 16(5), 264-268. The single most important ingredient for the development and maintenance of happy, well-functioning relationships “ ”
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST Lack of trust is the biggest impediment to successful e-commerce and interpersonal relationships
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. One way to establish trust is to anchor yourself in your values & express them business-wide
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. VALUES http://www.forbes.com/sites/larissafaw/2014/05/22/millennials-expect-more-than-good-products-services-to-win-their-loyalty/ More than 81% of millennials expect companies to make a public commitment to good corporate citizenship “ ”
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST • People need to feel safe
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST • People need to feel safe • We need to feel understood
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST • People need to feel safe • We need to feel understood • We need to feel enabled and supported
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. One of the best ways to help people feel these things, is to show homophily
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY “Love of the same” The tendency of individuals to associate and bond with similar others “ ”
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. “ ” A homophilous source is more likely to be perceived as credible, trustworthy, and reliable…
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY …The effectiveness of communication from a homophilous source may be greater Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. “ ”
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To leverage homophily, you have to understand and mirror your audience
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The stories we relate to the most are the ones that reflect our own experiences
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 27. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASIVE LANGUAGE 2
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Our online behaviours reveal more than we think
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PSYCHOGRAPHICS Study and classification of people according to their attitudes, aspirations, and other psychological criteria “ ”Oxford Dictionaries, 2015
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PSYCHOGRAPHICS Personality - Massive Facebook study Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National Academy of Sciences, 110(15), 5802-5805. Bollen, J., Mao, H., & Zeng, X. (2011). Twitter mood predicts the stock market. Journal of Computational Science, 2(1), 1-8. Eichstaedt, J. C., Schwartz, H. A., Kern, M. L., Park, G., Labarthe, D. R., Merchant, R. M., ... & Weeg, C. (2015). Psychological language on Twitter predicts county-level heart disease mortality. Psychological science, 26(2), 159-169.
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PSYCHOGRAPHICS Personality - Massive Facebook study Sentiment analysis - Predict stock market Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National Academy of Sciences, 110(15), 5802-5805. Bollen, J., Mao, H., & Zeng, X. (2011). Twitter mood predicts the stock market. Journal of Computational Science, 2(1), 1-8. Eichstaedt, J. C., Schwartz, H. A., Kern, M. L., Park, G., Labarthe, D. R., Merchant, R. M., ... & Weeg, C. (2015). Psychological language on Twitter predicts county-level heart disease mortality. Psychological science, 26(2), 159-169.
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PSYCHOGRAPHICS Personality - Massive Facebook study Sentiment analysis - Predict stock market Health - Heart disease mortality Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National Academy of Sciences, 110(15), 5802-5805. Bollen, J., Mao, H., & Zeng, X. (2011). Twitter mood predicts the stock market. Journal of Computational Science, 2(1), 1-8. Eichstaedt, J. C., Schwartz, H. A., Kern, M. L., Park, G., Labarthe, D. R., Merchant, R. M., ... & Weeg, C. (2015). Psychological language on Twitter predicts county-level heart disease mortality. Psychological science, 26(2), 159-169.
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The words we use and respond to can expose our personality traits
  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY MATTERS J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 Adapting persuasive messages to personality traits… can be an effective way of increasing the messages’ impact “ ”
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Personalities are complex - we all score differently across combinations of traits
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY TESTS • Reliable
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY TESTS • Reliable • Valid
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY TESTS • Reliable • Valid • Independent
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY TESTS • Reliable • Valid • Independent • Comprehensive
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The Big 5
 (a quick quiz)
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… A high degree of intellectual curiosity, creativity and a preference for novelty and variety? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 44. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness THE BIG 5
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPENNESS J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 Innovation Intelligence Sophistication Imagination Creative
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Organised, dependable and self-disciplined? Do you prefer to plan and aim for achievement? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness 2. Conscientiousness THE BIG 5
  • 48. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Energetic, positive, assertive & sociable? Do you tend to seek stimulation in the company of others? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 49. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness 2. Conscientiousness 3. Extraversion THE BIG 5
  • 50. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 Strong Outgoing Active Excitement Attention
  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness THE BIG 5
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness 5. Neuroticism THE BIG 5
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NEUROTICISM Safe Reduce the anxiety Uncertainty Security Protection J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
  • 56. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Who does this appeal to?
  • 57. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 Strong Outgoing Active Excitement Attention
  • 59. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 60. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPENNESS J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 Innovation Intelligence Sophistication Imagination Creative
  • 61. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 62. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NEUROTICISM Safe Reduce the anxiety Uncertainty Security Protection J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
  • 63. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Specific words engage specific traits
  • 64. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You can research & segment your audience by personality trait, based on linguistic patterns
  • 65. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. If you want to design a trait-specific campaign…
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert
  • 72. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards
  • 73. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable
  • 74. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community
  • 75. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community Neurotic
  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community Neurotic Safety & security
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Useful tools to get started
  • 78. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS 1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS 1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP 2. Various personality tests: discovermyprofile.com
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS 1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP 2. Various personality tests: discovermyprofile.com 3. From Facebook likes: applymagicsauce.com
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS 1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP 2. Various personality tests: discovermyprofile.com 3. From Facebook likes: applymagicsauce.com 4. From digital footprint: hogan-x.com
  • 82. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS 1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP 2. Various personality tests: discovermyprofile.com 3. From Facebook likes: applymagicsauce.com 4. From digital footprint: hogan-x.com 5. Computerised text analysis: liwc.wpengine.com
  • 83. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There are also other psychological ways to increase engagement…
  • 84. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPTIMISING HEADLINES 3
  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What do you notice about the words in these headlines?
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 87. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 89. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. They all use trigger words
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless Painstaking Strange Outrageous Odd Amazing
  • 93. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless Painstaking Strange Outrageous Odd Amazing Bizarre Essential Incredible (It’s not what you think)
  • 94. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 95. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You can use psychological principles to get people to read, watch and share anything….
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you put it together?
  • 98. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  • 99. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
  • 101. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise+
  • 102. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE +
  • 103. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:
  • 104. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs
  • 105. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled:
  • 106. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: -“How to fry an egg”
  • 107. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: -“How to fry an egg” -“Why I love frying eggs”
  • 108. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  • 109. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock”
  • 110. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number
  • 111. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word
  • 112. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective
  • 113. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword
  • 114. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword promise
  • 115. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But isn’t this just clickbait?
  • 116. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ONLY IF… You’re not offering value, or if you’re promising more than you can deliver “ ”
  • 117. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Persuasive content hooks and delivers value
  • 118. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Persuasive content hooks and delivers value Clickbait hooks and doesn’t deliver value
  • 119. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 120. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ASK YOURSELF What are the tangible benefits my customers will get from this content? “ ”
  • 121. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS
  • 122. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive, emotionally engaging content:
  • 123. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive, emotionally engaging content: 1. Establish trust through shared values & homophily
  • 124. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive, emotionally engaging content: 1. Establish trust through shared values & homophily 2. Adapt your content to your customers’ personalities
  • 125. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive, emotionally engaging content: 1. Establish trust through shared values & homophily 2. Adapt your content to your customers’ personalities 3. Psychologically optimise your headlines
  • 126. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU! @NathalieNahai NathalieNahai.com