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@BartS | Bart@OnlineDialogue.com
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T h e W h e e l o f P e r s u a s i o n 
t h e...
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S e p a r a t i n g c o n s u m e r s & m o n ...
A c o n s u m e r 
 i s a b r a i n … 
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H o w t o : 
3 . M a k e h i m b u y ! 
1 . G e t a b r a i n ’s a t t e n t i o n 
2 . M o t i v a t e h i m t o b u y 
4...
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Filmpje	
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  met	
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T h e W h e e l o f P e r s u a s i o n 
t h e...
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Minnie	
   Sterre	
  
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Variation A
 Variation B
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Variation A
 Variation B
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Variation A
 Variation B
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Psychologist
Psychologist
Psychologist
Psychol...
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A c o n s u m e r 
 i s a b r a i n … 
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@Bar...
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System 1 versus System 2
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System 1 versus System 2
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System 1 versus System 2
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P a r t 1 
H o w t o g e t W i l l e m & M a x...
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Can you count?
moonwalking bears?
Inattentiona...
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Who murdered Lord Smythe?
Inattentional blindn...
@BartS | Bart@OnlineDialogue.com
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Perception & Attention 
29
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Perception & Attention 
Blindsight"
To see obj...
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! Conscious versus subconscious processing
Per...
@BartS | Bart@OnlineDialogue.com
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Perception & Attention 
99% of what you see, "...
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You can try to wake Wilem up
Von Restorff Effe...
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Or place yourself in Maxima’s attention
Gaze P...
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Especially when she’s emotional
Attentional Bi...
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Or direct Maxima’s attention
Gaze Cueing
Direc...
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To where you want her to look
Visual Cueing
Ou...
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Even if it’s rather subtle
Perception-"
Behavi...
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P a r t 2 
H o w t o m o t i v a t e W i l l e...
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Present versus future Motivation
Future motiva...
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Intrinsic versus Extrinsic
Extrinsic?"
Measure...
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Social versus Monetary Motivation
Betere	
  pl...
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Ask Willem when it’s future motivated
Present ...
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@BartS | Bart@OnlineDialogue.com
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Don’t force Maxima
“Mandatory field”
 “Optional...
@BartS | Bart@OnlineDialogue.com
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Instead: give her choices
One-Choice "
Paradox...
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Try not to put money into the equation
Yes, I ...
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But build on Maxima’s social norms
√ You make ...
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P a r t 3 
H o w t o m a k e W i l l e m & M a...
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Make sure he doesn’t have to decide
Defaults
W...
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! Makelaarsland
Or make him think of it himsel...
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Than get Willem to focus on one thing
Focusing...
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Make sure you win on that one thing
Analyze
Wi...
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And chunk the other info for him
Chunking
Grou...
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WheelofPersuasion.com
WheelofPersuasion.com
Wh...
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Information Overload
And realize he is a ratio...
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BTW: How good is your Willem?
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How much is:
...
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It’s more about Maxima!
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!!! It’s all about system 2 !!!
Reassure Maxim...
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Loss Aversion
When you switch now you will yea...
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Make her look good with her friends
Social Pro...
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Even for no obvious reason
Toe in the door
Max...
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T h e W h e e l o f P e r s u a s i o n 
t h e...
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O n e r e q u e s t … 
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Digital Data
 Persuasion Psychology
Conversion...
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Digital Data
 Persuasion Psychology
Cerebral
R...
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Get to know that brain better than it knows it...
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@BartS
bar@onlinedialogue.com
nl.linkedin.com/...
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Bart Schutz / @barts Keynote - System 1 & System 2 - Willem & Maxima - Eilte Camp Estonia

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Bart Schutz / @barts his Keynote at Elite Camp Estonia #elitecamp June 13th 2014 - System 1 & System 2 - Willem & Maxima - Thinking fast & slow

How to get their attention - how to motivate them to buy - how to get them to buy

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Bart Schutz / @barts Keynote - System 1 & System 2 - Willem & Maxima - Eilte Camp Estonia

  1. 1. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com T h e W h e e l o f P e r s u a s i o n t h e a r t o f s e p a r a t i n g b r a i n s f r o m t h e i r m o n e y
  2. 2. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com S e p a r a t i n g c o n s u m e r s & m o n e y Iden%fy   Separate   B o o s t i n g h a p p i n e s s   2
  3. 3. A c o n s u m e r i s a b r a i n … 3 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  4. 4. H o w t o : 3 . M a k e h i m b u y ! 1 . G e t a b r a i n ’s a t t e n t i o n 2 . M o t i v a t e h i m t o b u y 4 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  5. 5. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 5 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  6. 6. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 6
  7. 7. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 7
  8. 8. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 8
  9. 9. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 9
  10. 10. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 10
  11. 11. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 11
  12. 12. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 12
  13. 13. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Filmpje  Maxima  met  lijst  kenmerken   13
  14. 14. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 14
  15. 15. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com T h e W h e e l o f P e r s u a s i o n t h e a r t o f s e p a r a t i n g b r a i n s f r o m t h e i r m o n e y 15
  16. 16. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Minnie   Sterre   16
  17. 17. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Variation A Variation B 17
  18. 18. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Variation A Variation B 18
  19. 19. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Variation A Variation B 19
  20. 20. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist @BartS Consumer psychologist 20 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  21. 21. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com A c o n s u m e r i s a b r a i n … 21 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  22. 22. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 22
  23. 23. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 23 System 1 versus System 2
  24. 24. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 24 System 1 versus System 2
  25. 25. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 25 System 1 versus System 2
  26. 26. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com P a r t 1 H o w t o g e t W i l l e m & M a x i m a ’s a t t e n t i o n ? 26
  27. 27. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Can you count? moonwalking bears? Inattentional blindness" If we look at something, it doesn’t mean we’ll consciously see it. 27
  28. 28. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Who murdered Lord Smythe? Inattentional blindness" If we look at something, it doesn’t mean we’ll consciously see it. 28
  29. 29. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Perception & Attention 29
  30. 30. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Perception & Attention Blindsight" To see objects you’re unconscious of 30
  31. 31. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com ! Conscious versus subconscious processing Perception & Attention Subconscious   Conscious   (possibly)   31
  32. 32. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Perception & Attention 99% of what you see, " is not what you see, but what you decide to see 32
  33. 33. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 33
  34. 34. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com You can try to wake Wilem up Von Restorff Effect Willem is woken up when something is “significantly different” 34
  35. 35. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 35
  36. 36. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Or place yourself in Maxima’s attention Gaze Placement Put your most persuasive content earlier ‘in Maxima’s gaze’ 36
  37. 37. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Especially when she’s emotional Attentional Bias Maxima pays attention to the things that touch " us 37
  38. 38. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Or direct Maxima’s attention Gaze Cueing Direct Maxima’s automatic attention by looking in the right direction 38
  39. 39. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com To where you want her to look Visual Cueing Our attention " is very easily influenced 39
  40. 40. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Even if it’s rather subtle Perception-" Behavior Link Mere perceptions can induce " behavior 40
  41. 41. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com P a r t 2 H o w t o m o t i v a t e W i l l e m & M a x i m a t o b u y ? 41
  42. 42. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Present versus future Motivation Future motivation?" Nothing wrong with it! Except that we never live in the future 42
  43. 43. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Intrinsic versus Extrinsic Extrinsic?" Measure the long-term effect of extrinsic motivators! 43
  44. 44. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Social versus Monetary Motivation Betere  plaat!   Social markets" Society is build on them. 44
  45. 45. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 45
  46. 46. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Ask Willem when it’s future motivated Present Focus Bias We prefer rewards that arrive sooner rather than later 46 O r n o t , i f y o u ’ re a re a l a s s h o l e  
  47. 47. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 47
  48. 48. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Don’t force Maxima “Mandatory field” “Optional field” Autonomy Let your customer think he’s free " in his choices 48
  49. 49. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Instead: give her choices One-Choice " Paradox Introduce choices (even trivial ons) 49
  50. 50. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Try not to put money into the equation Yes, I allow others to contact me about this trip. √ You make a chance of winning € 100 50
  51. 51. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com But build on Maxima’s social norms √ You make a chance of winning € 100 √ You help others making the right choice from our trips √ We can optimize our trips and service for you and others √ You make a chance of winning € 100 √ You help others making the right choice from our trips √ We can optimize our trips and service for you and others Contact allowance Social Exclusivity Social behavior? " Do not introduce money to increase motivation 51
  52. 52. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com P a r t 3 H o w t o m a k e W i l l e m & M a x i m a d e c i d e ? 52
  53. 53. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 53
  54. 54. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Make sure he doesn’t have to decide Defaults Willem loves the status quo and " just do nothing 54
  55. 55. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com ! Makelaarsland Or make him think of it himself Test done by TrafficBuilders during OnlineDialogue’s Master of Online Persuasion Course Self-Generation Effect We like information better when we figured it out ourselves 55
  56. 56. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Than get Willem to focus on one thing Focusing Effect Willem can only consciously pay attention to one thing at a time Ego Depletion Willem is exhausted really quickly 56
  57. 57. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Make sure you win on that one thing Analyze Winner when number 1 Winner when not number 1 Position Targeting Willem can only base his comparisons " on just a few attributes 57
  58. 58. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com And chunk the other info for him Chunking Group information into manageable units 58
  59. 59. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com WheelofPersuasion.com WheelofPersuasion.com WheelofPersuasion.com Or just leave it out Less is more Willem can’t deal with more than 3-5 pieces of " information 59 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  60. 60. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Information Overload And realize he is a rationalizing being Post-decision rationalization Treat USP’s as nothing more than alibi’s 60 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  61. 61. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com BTW: How good is your Willem? 61 How much is: 15 + 6 3 + 56 89 + 2 12 + 53 75 + 26 25 + 52 63 + 32 63 + 32 I Know! Calculations are hard work. But it’s nearly over. Come on, one more… 123 + 5 QUICK! THINK ABOUT A COLOR AND A TOOL!
  62. 62. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com It’s more about Maxima! 62
  63. 63. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 63
  64. 64. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com !!! It’s all about system 2 !!! Reassure Maxima Subliminal reassurance Use green checkmarks " (but not more than 3) 64
  65. 65. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Loss Aversion When you switch now you will yearly save €38,22 Loss Aversion We strongly prefer to avoid losses over acquiring gains When you do not switch you will not yearly save €38,22 65
  66. 66. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Make her look good with her friends Social Proof Maxima is rather sensitive to the opinions of others! Many went before you “In  november  1.657  others     applied  for  a  loan  quote  at   MoneYou”   66
  67. 67. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Even for no obvious reason Toe in the door Maxima " loves touching " each other 67
  68. 68. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 68
  69. 69. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 69
  70. 70. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 70
  71. 71. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 71
  72. 72. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 72
  73. 73. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com T h e W h e e l o f P e r s u a s i o n t h e a r t o f s e p a r a t i n g b r a i n s f r o m t h e i r m o n e y 73
  74. 74. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com O n e r e q u e s t … 74
  75. 75. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 75 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  76. 76. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 76 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  77. 77. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Digital Data Persuasion Psychology Conversion Rate Optimization   77
  78. 78. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Digital Data Persuasion Psychology Cerebral Revenue Optimization   CRO = Cerebral Revenue Optimization 78
  79. 79. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com Get to know that brain better than it knows itself! Digital Data Persuasion Psychology Customer Intelligence   79
  80. 80. 80 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  81. 81. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 81 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  82. 82. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 82 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  83. 83. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 83 @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com
  84. 84. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com @BartS bar@onlinedialogue.com nl.linkedin.com/in/bartschutz/ online-dialogue.com online-persuasion.com wheel-of-persuasion.com For  slides  and  more:   hBp://Persuasion.%ps   Wheel  of  Persuasion   Access  Code  :     boston   (available  un%l  March  27th  2014)  
  85. 85. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 85
  86. 86. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 86
  87. 87. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 87
  88. 88. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com 88
  89. 89. @BartS | Bart@OnlineDialogue.com WheelofPersuasion.com OnlineDialogue.com T h a n k y o u ! t h e a r t o f s e p a r a t i n g b r a i n s f r o m t h e i r m o n e y @BartS bar@onlinedialogue.com nl.linkedin.com/in/bartschutz/ online-dialogue.com online-persuasion.com wheel-of-persuasion.com For  slides  and  more:   hBp://Persuasion.%ps   Wheel  of  Persuasion   Access  Code  :     boston  

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