Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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

3,112 views

Published on

In this keynote for The Inbounder conference (2016), I reveal how to leverage the psychology of decision-making, personality and persuasive language to grab your audience's attention, provoke the right emotion, and convert it into action.

Published in: Marketing

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

  1. 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. 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. 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. 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. 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. 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. 7. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 DECISION-MAKING
  8. 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. 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. 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. 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. 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. 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. 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. 15. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  16. 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. 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. 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. 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. 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. 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. 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. 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. 24. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  25. 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. 26. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASIVE LANGUAGE 2
  30. 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. 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. 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. 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. 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. 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. 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. 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. 38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY TESTS • Reliable
  39. 39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY TESTS • Reliable • Valid
  40. 40. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY TESTS • Reliable • Valid • Independent
  41. 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. 42. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The Big 5
 (a quick quiz)
  43. 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. 44. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness THE BIG 5
  45. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 56. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Who does this appeal to?
  57. 57. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  58. 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. 59. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  60. 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. 61. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  62. 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. 63. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Specific words engage specific traits
  64. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Useful tools to get started
  78. 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. 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. 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. 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. 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. 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. 84. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPTIMISING HEADLINES 3
  85. 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. 86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  87. 87. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  88. 88. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  89. 89. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  90. 90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. They all use trigger words
  91. 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. 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. 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. 94. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  95. 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….
  96. 96. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you put it together?
  97. 97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  98. 98. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  99. 99. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
  100. 100. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise+
  101. 101. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE +
  102. 102. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:
  103. 103. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs
  104. 104. 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:
  105. 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: -“How to fry an egg”
  106. 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” -“Why I love frying eggs”
  107. 107. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  108. 108. 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”
  109. 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” number
  110. 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 trigger word
  111. 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 adjective
  112. 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 keyword
  113. 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 promise
  114. 114. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But isn’t this just clickbait?
  115. 115. 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 “ ”
  116. 116. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Persuasive content hooks and delivers value
  117. 117. 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
  118. 118. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  119. 119. 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? “ ”
  120. 120. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. #THEINBOUNDER @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS
  121. 121. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive, emotionally engaging content:
  122. 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: 1. Establish trust through shared values & homophily
  123. 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 2. Adapt your content to your customers’ personalities
  124. 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 3. Psychologically optimise your headlines
  125. 125. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU! @NathalieNahai NathalieNahai.com

×