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#MozCon	
  
Nathalie Nahai - The Web Psychologist
The Psychology of Persuasive
Content for "Boring" Industries
@TheWebPsych - hello@thewebpsychologist.com
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WHAT IS A ‘BORING’ INDUSTRY?!
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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WHAT IS A ‘BORING’ INDUSTRY?!
•  Banking
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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WHAT IS A ‘BORING’ INDUSTRY?!
•  Banking
•  Insurance
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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WHAT IS A ‘BORING’ INDUSTRY?!
•  Banking
•  Insurance
•  Plumbing
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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1  Persuasive copy
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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1  Persuasive copy
2  Engaging images
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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1  Persuasive copy
2  Engaging images
3  Viral videos
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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1
Persuasive copy
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A GOLDEN RATIO?
80:20@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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“ ”
Would this make me want to read on?
ASK YOURSELF
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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SEDUCTIVE HEADLINES

Whatever industry you’re in, to get
people to read your copy,
you need a hook…
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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9 steps
PERSUASIVE HEADLINES
to
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1
Understand your target
audience
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PERSONALITY MATTERS
“ ”
Adapting persuasive messages to
the personality traits… can be an
effective way of increasing the
messages’ impact
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits.
Psychological Science published online 30 April 2012
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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EXTRAVERSION
Strong
Outgoing
Active
Excitement
Attention
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits.
Psychological Science published online 30 April 2012
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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OPENNESS
Innovation
Intelligence
Sophistication
Imagination
Creative
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits.
Psychological Science published online 30 April 2012
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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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
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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TOOLS
•  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
•  Visual DNA visualdna.com/
•  MyPersonality mypersonality.org/
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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2
Write to one person
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PERSONA(S)
Give each segment a psychologically
representative persona
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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PERSONA(S)
•  Age
•  Gender
•  Personality traits (Big 5)
•  Culture (country / peer group)
•  Motivation (intrinsic / extrinsic)
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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3
Write outline of copy first,
then the headline
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CONSISTENCY
This will ensure you distill the content into
a headline that can deliver
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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4
Use psychological
trigger words
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TRIGGER WORDS
Weird
Bizarre
Strange
Mystery
Effortless
Painstaking
Fun
Free
Secret
Amazing
Absolute
Essential
Incredible
(It’s not what
you think)
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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5
Write several different
headlines - read them aloud
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READING vs SPEAKING
We write differently than we speak –
reading headlines aloud will give you a
fresh, new perspective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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6
Pick no.1 benefit & include it
in the headlines
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All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
7
Include the product or
problem in the headlines
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All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
8
Write a totally left-field
headline – yes, seriously
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9
Split test your headlines,
use the most effective
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TEST IT!
Even if you have a small readership, you
can test what customers will respond to by
split-testing emails, articles, web pages
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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The formula
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Number / Trigger word
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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Number / Trigger word
Adjective
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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Number / Trigger word
Adjective
Keyword
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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Number / Trigger word
Adjective
Keyword
Promise
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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Number / Trigger word
Adjective
Keyword
Promise
KILLER HEADLINE
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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EXAMPLE
Subject:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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EXAMPLE
Subject: Frying eggs
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
-  “How to fry an egg”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
-  “How to fry an egg”
-  “Why I love frying eggs”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
promise
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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SO, FOR ‘BORING’ INDUSTRIES…
Subject:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
-  “Why you should insure your home”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
-  “Why you should insure your home”
-  “Home insurance for the whole family”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
adjective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word keyword
adjective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
promise
keyword
adjective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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… ISN’T THIS
JUST CLICKBAIT?
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ONLY IF…
“ ”
You’re not offering value, or if you’re
promising more than you can deliver
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
ASK YOURSELF
“ ”
What are the tangible benefits my
customers will get from this content?
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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Which is why
This works…
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All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Engaging images
2
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They’re instant, data-rich, and
visually compelling
IMAGES SEDUCE
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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YOUR IMAGES SHOULD
1  Elicit emotion
- anger, fear, happiness, disgust, surprise, sadness
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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EMOTIONS
“ ”
Where thought conflicts with emotion,
the latter is designed by the neural
circuitry in our brains to win
R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press.
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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http://www.boredpanda.com/first-world-problems-twitter/
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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http://www.boredpanda.com/first-world-problems-twitter/
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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http://global3.memecdn.com/one-does-not-simply_o_204186.jpg
http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
YOUR IMAGES SHOULD
1  Elicit emotion
- anger, fear, happiness, disgust, surprise, sadness
2  Tell a story
- contrast & concrete
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Mohawk for Standard Life - ‘Potential. Delivered.’
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
YOUR IMAGES SHOULD
1  Elicit emotion
- anger, fear, happiness, disgust, surprise, sadness
2  Tell a story
- contrast & concrete
3  Create a curiosity gap
- Gestalt – desire to ‘close the loop’
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Viral videos
3
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
BOOST SHAREABILITY
1  Use nostalgia
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Internet Explorer – ‘Child Of The 90s’ (2013) http://www.youtube.com/watch?v=qkM6RJf15cg
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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BOOST SHAREABILITY
1  Use nostalgia
2  Mirror your audience
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
BOOST SHAREABILITY
1  Use nostalgia
2  Mirror your audience
3  Make it funny
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
BOOST SHAREABILITY
1  Use nostalgia
2  Mirror your audience
3  Make it funny
4  Surprise them
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
BOOST SHAREABILITY
1  Use nostalgia
2  Mirror your audience
3  Make it funny
4  Surprise them
5  Move them
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
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Key takeaways
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KEY TAKEAWAYS
To create persuasive content you have to:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
To create persuasive content you have to:
1  Understand your audience(s)
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
To create persuasive content you have to:
1  Understand your audience(s)
2  Engage them emotionally
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
To create persuasive content you have to:
1  Understand your audience(s)
2  Engage them emotionally
3  Use psychological triggers
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
REFERENCES
1  HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
2  J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online
30 April 2012.
3  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
4  Visual DNA visualdna.com/
5  MyPersonality mypersonality.org/
6  HBR (27th June 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
7  Optimizely (2014) https://www.optimizely.com/
8  Upworthy (21st November 2013) http://www.upworthy.com/the-dalai-lama-has-some-very-uplifting-and-wise-words-about-farting
9  LinkedIn (June 30th 2014) https://www.linkedin.com/today/post/article/20140630120036-20017018-10-things-only-exceptional-bosses-give-employees
10  Buzzfeed (June 26th 2014) http://www.buzzfeed.com/lukebailey/london-prices
11  First World Problems: http://www.boredpanda.com/first-world-problems-twitter/
12  http://global3.memecdn.com/one-does-not-simply_o_204186.jpg
13  http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg
14  Know More (Washington Post): http://knowmore.washingtonpost.com/
15  Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever
16  Mohawk for Standard Life - ‘Potential. Delivered.’
17  Buzzfeed (26th June 2014) http://www.buzzfeed.com/lukebailey/london-prices
18  Buzzfeed (15th Nov 2013) http://www.buzzfeed.com/bobbymiller/things-kids-do-thatd-be-creepy-if-an-adult-did-them
19  Internet Explorer – ‘Child Of The 90s’ (2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg
20  DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/
21  Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ
22  Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc
23  Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
#MozCon	
  
Nathalie Nahai • The Web Psychologist
@TheWebPsych • hello@thewebpsychologist.com

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Nathalie Nahai - The psychology of persuasive content for "boring" industries (MozCon)

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. #MozCon   Nathalie Nahai - The Web Psychologist The Psychology of Persuasive Content for "Boring" Industries @TheWebPsych - hello@thewebpsychologist.com
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT IS A ‘BORING’ INDUSTRY?! @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT IS A ‘BORING’ INDUSTRY?! •  Banking @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT IS A ‘BORING’ INDUSTRY?! •  Banking •  Insurance @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT IS A ‘BORING’ INDUSTRY?! •  Banking •  Insurance •  Plumbing @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  Persuasive copy TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  Persuasive copy 2  Engaging images TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  Persuasive copy 2  Engaging images 3  Viral videos TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1 Persuasive copy
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. A GOLDEN RATIO? 80:20@THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. “ ” Would this make me want to read on? ASK YOURSELF @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SEDUCTIVE HEADLINES Whatever industry you’re in, to get people to read your copy, you need a hook… @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 9 steps PERSUASIVE HEADLINES to
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1 Understand your target audience
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERSONALITY MATTERS “ ” Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXTRAVERSION Strong Outgoing Active Excitement Attention J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OPENNESS Innovation Intelligence Sophistication Imagination Creative J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 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 @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. TOOLS •  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ •  Visual DNA visualdna.com/ •  MyPersonality mypersonality.org/ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 2 Write to one person
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERSONA(S) Give each segment a psychologically representative persona @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERSONA(S) •  Age •  Gender •  Personality traits (Big 5) •  Culture (country / peer group) •  Motivation (intrinsic / extrinsic) @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 3 Write outline of copy first, then the headline
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. CONSISTENCY This will ensure you distill the content into a headline that can deliver @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 4 Use psychological trigger words
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. TRIGGER WORDS Weird Bizarre Strange Mystery Effortless Painstaking Fun Free Secret Amazing Absolute Essential Incredible (It’s not what you think) @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 27. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 5 Write several different headlines - read them aloud
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. READING vs SPEAKING We write differently than we speak – reading headlines aloud will give you a fresh, new perspective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 6 Pick no.1 benefit & include it in the headlines
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 7 Include the product or problem in the headlines
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 8 Write a totally left-field headline – yes, seriously
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 9 Split test your headlines, use the most effective
  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. TEST IT! Even if you have a small readership, you can test what customers will respond to by split-testing emails, articles, web pages @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. The formula
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word Adjective + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word Adjective Keyword + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word Adjective Keyword Promise + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE + @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 44. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: Frying eggs @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: Frying eggs You could write an article entitled: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: Frying eggs You could write an article entitled: -  “How to fry an egg” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EXAMPLE Subject: Frying eggs You could write an article entitled: -  “How to fry an egg” -  “Why I love frying eggs” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 48. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 49. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 50. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword promise @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 56. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 57. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: -  “Why you should insure your home” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 59. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: -  “Why you should insure your home” -  “Home insurance for the whole family” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 60. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 61. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 62. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 63. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word adjective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 64. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word keyword adjective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 65. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word promise keyword adjective @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. … ISN’T THIS JUST CLICKBAIT?
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. ONLY IF… “ ” You’re not offering value, or if you’re promising more than you can deliver @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. ASK YOURSELF “ ” What are the tangible benefits my customers will get from this content? @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Which is why This works…
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 72. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 73. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 74. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Engaging images 2
  • 75. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. They’re instant, data-rich, and visually compelling IMAGES SEDUCE @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. YOUR IMAGES SHOULD 1  Elicit emotion - anger, fear, happiness, disgust, surprise, sadness @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. EMOTIONS “ ” Where thought conflicts with emotion, the latter is designed by the neural circuitry in our brains to win R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press. @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 78. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. http://www.boredpanda.com/first-world-problems-twitter/ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. http://www.boredpanda.com/first-world-problems-twitter/ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. http://global3.memecdn.com/one-does-not-simply_o_204186.jpg http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. YOUR IMAGES SHOULD 1  Elicit emotion - anger, fear, happiness, disgust, surprise, sadness 2  Tell a story - contrast & concrete @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 82. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 83. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 84. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Mohawk for Standard Life - ‘Potential. Delivered.’ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. YOUR IMAGES SHOULD 1  Elicit emotion - anger, fear, happiness, disgust, surprise, sadness 2  Tell a story - contrast & concrete 3  Create a curiosity gap - Gestalt – desire to ‘close the loop’ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 87. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Viral videos 3
  • 89. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Internet Explorer – ‘Child Of The 90s’ (2013) http://www.youtube.com/watch?v=qkM6RJf15cg @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 93. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience 3  Make it funny @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 94. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 95. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience 3  Make it funny 4  Surprise them @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 96. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience 3  Make it funny 4  Surprise them 5  Move them @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 98. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 99. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Key takeaways
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS To create persuasive content you have to: @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 101. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS To create persuasive content you have to: 1  Understand your audience(s) @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 102. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS To create persuasive content you have to: 1  Understand your audience(s) 2  Engage them emotionally @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 103. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS To create persuasive content you have to: 1  Understand your audience(s) 2  Engage them emotionally 3  Use psychological triggers @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 104. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. REFERENCES 1  HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/ 2  J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012. 3  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ 4  Visual DNA visualdna.com/ 5  MyPersonality mypersonality.org/ 6  HBR (27th June 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/ 7  Optimizely (2014) https://www.optimizely.com/ 8  Upworthy (21st November 2013) http://www.upworthy.com/the-dalai-lama-has-some-very-uplifting-and-wise-words-about-farting 9  LinkedIn (June 30th 2014) https://www.linkedin.com/today/post/article/20140630120036-20017018-10-things-only-exceptional-bosses-give-employees 10  Buzzfeed (June 26th 2014) http://www.buzzfeed.com/lukebailey/london-prices 11  First World Problems: http://www.boredpanda.com/first-world-problems-twitter/ 12  http://global3.memecdn.com/one-does-not-simply_o_204186.jpg 13  http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg 14  Know More (Washington Post): http://knowmore.washingtonpost.com/ 15  Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever 16  Mohawk for Standard Life - ‘Potential. Delivered.’ 17  Buzzfeed (26th June 2014) http://www.buzzfeed.com/lukebailey/london-prices 18  Buzzfeed (15th Nov 2013) http://www.buzzfeed.com/bobbymiller/things-kids-do-thatd-be-creepy-if-an-adult-did-them 19  Internet Explorer – ‘Child Of The 90s’ (2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg 20  DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/ 21  Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ 22  Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc 23  Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs @THEWEBPSYCHTHE WEB PSYCHOLOGIST
  • 105. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. #MozCon   Nathalie Nahai • The Web Psychologist @TheWebPsych • hello@thewebpsychologist.com