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THE SECRET
PSYCHOLOGY
PERSUASIVE CONTENT
of
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The empirical study of how 

our online environments influence 

our attitudes and behaviours
WEB PSYCHOLOGY
“ ”
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WEBPSYCHOLOGY
HCI
neuro-
aesthetics
user
experience
social
psychology
cognitive
psychology
neuroscience
cross-cultural
psychology
behavioural
economics
persuasive
technology
personality
psychology
digital
humanities
marketing
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Provides a psychological toolkit to
help design more persuasive websites,
marketing and user experiences
WHY IT’S USEFUL
“ ”
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What’s the purpose of content?
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GOOD CONTENT SHOULD:
1. Grab (and hold) attention from the right people
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1. Grab (and hold) attention from the right people
2. Provoke the desired emotional response(s)
GOOD CONTENT SHOULD:
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1. Grab (and hold) attention from the right people
2. Provoke the desired emotional response(s)
3. Convert this into a mutually beneficial action
GOOD CONTENT SHOULD:
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So how do you do it?
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DECISION-MAKING
1
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Brosch, T., Scherer K. R., Grandjean, D., & Sander, D. (2013). The impact of emotion on perception, attention, memory, and
decision-making. Swiss Medical Weekly.
Neuropsychological studies - patients
with emotional dysfunctions from brain lesions
can be highly impaired in everyday decisions
DECISION-MAKING
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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
DECISION-MAKING
“ ”
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To create a positive emotional state,
it helps if people trust you
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Simpson, J. A. (2007). Psychological foundations of trust. Current directions in psychological science, 16(5), 264-268.
Single most important ingredient for
the development and maintenance of
happy, well-functioning relationships
TRUST
“ ”
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Lack of trust is the biggest
impediment to successful e-commerce
and interpersonal relationships
TRUST
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One way to establish trust is to anchor yourself
in your values & express them business-wide
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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
VALUES
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• People need to feel safe
TRUST
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• People need to feel safe
• They need to feel understood
TRUST
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• People need to feel safe
• They need to feel understood
• They need to feel enabled and supported
TRUST
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One of the best ways to help people feel
these things, is to show homophily
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Love of the same
The tendency to associate and
bond with similar others
“ ”
HOMOPHILY
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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…
“ ”
HOMOPHILY
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…The effectiveness of
communication from a homophilous
source may be greater
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.
“ ”
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To leverage homophily, you have to
understand and mirror your audience
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The stories we relate to the most are the
ones that reflect our own experiences
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PERSUASIVE LANGUAGE
2
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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 the
personality traits… can be an effective
way of increasing the messages’ impact
PERSONALITY MATTERS
“ ”
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The Big 5

(a quick quiz)
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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.
DO YOU HAVE…
“ ”
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THE BIG 5
1. Openness
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Organised, dependable, self-disciplined
and dutiful? Do you prefer to plan
and aim for achievement?
ARE YOU…
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory
(NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
“ ”
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THE BIG 5
1. Openness
2. Conscientiousness
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Energetic, positive, assertive & sociable?
Do you tend to seek stimulation in
the company of others?
ARE YOU…
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory
(NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
“ ”
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THE BIG 5
1. Openness
2. Conscientiousness
3. Extraversion
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The tendency to be compassionate
and cooperative rather than suspicious
and antagonistic towards others?
DO YOU HAVE…
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory
(NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
“ ”
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THE BIG 5
1. Openness
2. Conscientiousness
3. Extraversion
4. Agreeableness
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The tendency to experience unpleasant
emotions easily, such as anger, anxiety,
depression, and vulnerability?
DO YOU HAVE…
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory
(NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
“ ”
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THE BIG 5
1. Openness
2. Conscientiousness
3. Extraversion
4. Agreeableness
5. Neuroticism
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Who does this appeal to?
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality
Traits. Psychological Science published online 30 April 2012
Strong
Outgoing
Active
Excitement

Attention
EXTRAVERSION
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The cure for Apple is not cost-cutting.
The cure for Apple is to innovate its way
out of its current predicament.
Linzmayer, O. W. (1999). Apple confidential: the real story of Apple Computer. Inc.
INNOVATION
“ ”
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Innovation
Intelligence
Sophistication
Imagination
Creative
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
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Safe
Reduce the anxiety
Uncertainty
Security
Protection
EMOTIONAL STABILITY
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality
Traits. Psychological Science published online 30 April 2012
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Specific words engage specific traits
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Know the psychography of your audience
and adapt your messages accordingly
PERSONALISE
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality
Traits. Psychological Science published online 30 April 2012
TRAIT MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality
Traits. Psychological Science published online 30 April 2012
TRAIT
Open Creativity & intellectual stimulation
MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality
Traits. Psychological Science published online 30 April 2012
TRAIT
Open
Conscientious
Creativity & intellectual stimulation
Efficiency & goal pursuit
MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality
Traits. Psychological Science published online 30 April 2012
TRAIT
Open
Conscientious
Extravert
Creativity & intellectual stimulation
Efficiency & goal pursuit
Excitement & social rewards
MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality
Traits. Psychological Science published online 30 April 2012
TRAIT
Open
Conscientious
Extravert
Agreeable
Creativity & intellectual stimulation
Efficiency & goal pursuit
Excitement & social rewards
Connection with family & community
MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality
Traits. Psychological Science published online 30 April 2012
TRAIT
Open
Conscientious
Extravert
Agreeable
Emotional Stability
Creativity & intellectual stimulation
Efficiency & goal pursuit
Excitement & social rewards
Connection with family & community
Safety & security
MOTIVATION
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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
TOOLS
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There are also other psychological
ways to increase engagement…
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OPTIMISING HEADLINES
3
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What do you notice about the
words in these headlines?
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They all use trigger words
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Weird
Surprising
Secret
Mystery
Effortless
TRIGGER WORDS
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Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing
TRIGGER WORDS
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Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing
Bizarre
Essential
Incredible
(It’s not what
you think)
TRIGGER WORDS
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How to put it together
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Number / Trigger word
+
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Number / Trigger word
Adjective
+
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Number / Trigger word
Adjective
Keyword
+
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Number / Trigger word
Adjective
Keyword
Promise
+
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Number / Trigger word
Adjective
Keyword
Promise
KILLER HEADLINE
+
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Subject:
EXAMPLE
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Subject: Frying eggs
EXAMPLE
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Subject: Frying eggs
You could write an article entitled:
EXAMPLE
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Subject: Frying eggs
You could write an article entitled:
-“How to fry an egg”
EXAMPLE
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Subject: Frying eggs
You could write an article entitled:
-“How to fry an egg”
-“Why I love frying eggs”
EXAMPLE
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OR APPLY THE FORMULA:
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“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
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number
“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
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number
trigger word
“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
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number
trigger word
“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
adjective
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number
trigger word keyword
“13 unbelievable ways you can fry a small egg with a sock”
OR APPLY THE FORMULA:
adjective
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“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word keyword
promise
OR APPLY THE FORMULA:
adjective
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But isn’t this just clickbait?
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You’re not offering value, or if you’re
promising more than you can deliver
ONLY IF…
“ ”
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What are the tangible benefits my
customers will get from this content?
“ ”
ASK YOURSELF
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KEY TAKEAWAYS
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To create persuasive, emotionally engaging content:
KEY TAKEAWAYS
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To create persuasive, emotionally engaging content:
1. Establish trust through shared values & homophilly
KEY TAKEAWAYS
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
To create persuasive, emotionally engaging content:
1. Establish trust through shared values & homophilly
2. Adapt your content to your customers’ personalities
KEY TAKEAWAYS
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
To create persuasive, emotionally engaging content:
1. Establish trust through shared values & homophilly
2. Adapt your content to your customers’ personalities
3. Use trigger words in your headlines
KEY TAKEAWAYS
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THANK YOU!
@NathalieNahai
NathalieNahai.com

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Nathalie Nahai - Psychology of persuasive content (Brighton SEO)

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SECRET PSYCHOLOGY PERSUASIVE CONTENT of
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The empirical study of how 
 our online environments influence 
 our attitudes and behaviours WEB PSYCHOLOGY “ ”
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Provides a psychological toolkit to help design more persuasive websites, marketing and user experiences WHY IT’S USEFUL “ ”
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s the purpose of content?
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. GOOD CONTENT SHOULD: 1. Grab (and hold) attention from the right people
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Grab (and hold) attention from the right people 2. Provoke the desired emotional response(s) GOOD CONTENT SHOULD:
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Grab (and hold) attention from the right people 2. Provoke the desired emotional response(s) 3. Convert this into a mutually beneficial action GOOD CONTENT SHOULD:
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you do it?
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DECISION-MAKING 1
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Brosch, T., Scherer K. R., Grandjean, D., & Sander, D. (2013). The impact of emotion on perception, attention, memory, and decision-making. Swiss Medical Weekly. Neuropsychological studies - patients with emotional dysfunctions from brain lesions can be highly impaired in everyday decisions DECISION-MAKING
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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 DECISION-MAKING “ ”
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To create a positive emotional state, it helps if people trust you
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Simpson, J. A. (2007). Psychological foundations of trust. Current directions in psychological science, 16(5), 264-268. Single most important ingredient for the development and maintenance of happy, well-functioning relationships TRUST “ ”
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Lack of trust is the biggest impediment to successful e-commerce and interpersonal relationships TRUST
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. One way to establish trust is to anchor yourself in your values & express them business-wide
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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 VALUES
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. • People need to feel safe TRUST
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. • People need to feel safe • They need to feel understood TRUST
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. • People need to feel safe • They need to feel understood • They need to feel enabled and supported TRUST
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. One of the best ways to help people feel these things, is to show homophily
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Love of the same The tendency to associate and bond with similar others “ ” HOMOPHILY
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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… “ ” HOMOPHILY
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. …The effectiveness of communication from a homophilous source may be greater 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. “ ”
  • 27. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To leverage homophily, you have to understand and mirror your audience
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The stories we relate to the most are the ones that reflect our own experiences
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASIVE LANGUAGE 2
  • 34. 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 Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact PERSONALITY MATTERS “ ”
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The Big 5
 (a quick quiz)
  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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. DO YOU HAVE… “ ”
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1. Openness
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Organised, dependable, self-disciplined and dutiful? Do you prefer to plan and aim for achievement? ARE YOU… 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. “ ”
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1. Openness 2. Conscientiousness
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Energetic, positive, assertive & sociable? Do you tend to seek stimulation in the company of others? ARE YOU… 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. “ ”
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1. Openness 2. Conscientiousness 3. Extraversion
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others? DO YOU HAVE… 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. “ ”
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness
  • 44. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability? DO YOU HAVE… 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. “ ”
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness 5. Neuroticism
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Who does this appeal to?
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 48. 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 Strong Outgoing Active Excitement
 Attention EXTRAVERSION
  • 49. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 50. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament. Linzmayer, O. W. (1999). Apple confidential: the real story of Apple Computer. Inc. INNOVATION “ ”
  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Innovation Intelligence Sophistication Imagination Creative 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
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Safe Reduce the anxiety Uncertainty Security Protection EMOTIONAL STABILITY J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Specific words engage specific traits
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Know the psychography of your audience and adapt your messages accordingly PERSONALISE
  • 56. 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
  • 57. 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 Open Creativity & intellectual stimulation MOTIVATION
  • 58. 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 Open Conscientious Creativity & intellectual stimulation Efficiency & goal pursuit MOTIVATION
  • 59. 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 Open Conscientious Extravert Creativity & intellectual stimulation Efficiency & goal pursuit Excitement & social rewards MOTIVATION
  • 60. 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 Open Conscientious Extravert Agreeable Creativity & intellectual stimulation Efficiency & goal pursuit Excitement & social rewards Connection with family & community MOTIVATION
  • 61. 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 Open Conscientious Extravert Agreeable Emotional Stability Creativity & intellectual stimulation Efficiency & goal pursuit Excitement & social rewards Connection with family & community Safety & security MOTIVATION
  • 62. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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 TOOLS
  • 63. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There are also other psychological ways to increase engagement…
  • 64. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPTIMISING HEADLINES 3
  • 65. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What do you notice about the words in these headlines?
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. They all use trigger words
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Weird Surprising Secret Mystery Effortless TRIGGER WORDS
  • 72. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Weird Surprising Secret Mystery Effortless Painstaking Strange Outrageous Odd Amazing TRIGGER WORDS
  • 73. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Weird Surprising Secret Mystery Effortless Painstaking Strange Outrageous Odd Amazing Bizarre Essential Incredible (It’s not what you think) TRIGGER WORDS
  • 74. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 75. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How to put it together
  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  • 78. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise +
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE +
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Subject: EXAMPLE
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  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Subject: Frying eggs You could write an article entitled: -“How to fry an egg” -“Why I love frying eggs” EXAMPLE
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  • 87. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “13 unbelievable ways you can fry a small egg with a sock” OR APPLY THE FORMULA:
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. number “13 unbelievable ways you can fry a small egg with a sock” OR APPLY THE FORMULA:
  • 89. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. number trigger word “13 unbelievable ways you can fry a small egg with a sock” OR APPLY THE FORMULA:
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. number trigger word “13 unbelievable ways you can fry a small egg with a sock” OR APPLY THE FORMULA: adjective
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. number trigger word keyword “13 unbelievable ways you can fry a small egg with a sock” OR APPLY THE FORMULA: adjective
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “13 unbelievable ways you can fry a small egg with a sock” number trigger word keyword promise OR APPLY THE FORMULA: adjective
  • 93. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But isn’t this just clickbait?
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  • 95. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 96. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What are the tangible benefits my customers will get from this content? “ ” ASK YOURSELF
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS
  • 98. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To create persuasive, emotionally engaging content: KEY TAKEAWAYS
  • 99. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To create persuasive, emotionally engaging content: 1. Establish trust through shared values & homophilly KEY TAKEAWAYS
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To create persuasive, emotionally engaging content: 1. Establish trust through shared values & homophilly 2. Adapt your content to your customers’ personalities KEY TAKEAWAYS
  • 101. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To create persuasive, emotionally engaging content: 1. Establish trust through shared values & homophilly 2. Adapt your content to your customers’ personalities 3. Use trigger words in your headlines KEY TAKEAWAYS
  • 102. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU! @NathalieNahai NathalieNahai.com