A visual introduction to Persado's technology and the power of language & emotions in marketing. We've used this presentation in recent events & conferences.

1. the power of language
& emotions in marketing
#persadoSpeaks
Guy Krief,
SVPProduct&Innovation
Persado
guy.krief@persado.com
@guykak

2. variantsmarketing message
responseclick-through rate
1.81%
1.62%
1.59%
0.92%
100%at stake!

3. variantsmarketing message
responseclick-through rate
1.81%
1.62%
1.59%
0.92%

4. ELASTICITY
THE
LANGUAGE
OF
A
MARKETING
MESSAGE
CAN
GENERATE
VARIATIONS
IN
RESPONSE
RATES
OF
UP
TO...
800%

5. TECHNOLOGY NOW ALLOWS TO TEST & TRACK_C:

6. “What should we
put in there?”

7. a bigbut...
#finite# number of variations

8. Theoretical / logical
approach
1Generate all
the possible
variations
2Test all those
variations+

9. (1)
You
will
need
to
hire
1,000s
of
copywriters,
for
a
few
years.
#cost
#'me

10. (2)
You
will
need
more
than
all
current
living
humans
on
earth.
#cost
#possibleNOT

11. “it’s all about organization”

12. _emoSonal_
_formaTng_
_funcSonal_
_features_
Those are the
KEY
COMPONENTS
OF
ANY
MARKETING
MESSAGE

13. Generate
&
model
the
universe
of
possibili5es,
aka
THE
SEMANTICAL
SPACE
>>> we got there by analyzing billions of online customer
interactions, took us 3 years, and $15m in R&D

14. so, what we mean, is going from... THIS

15. ... to this.

16. Having modeled the
semantical space allows
to properly sample it

17. that’s
s'll
millions
of
combina'ons

18. Let’s talk math:
#A/B testing
200 responses / variant
#Multi-variate
30 responses / variant
#Statistical_algorithms
0.003 responses / variant
~ 300 MILLION RESPONSES
~ 45 MILLION RESPONSES
~ 4,000 RESPONSES
TO EXPLORE 1.5 MILLION
VARIANTS

19. Enjoy the absolute best message
#HOLYGRAIL
#PERFORMANCE
#ROI

20. does NOTmagically apply anywhere

21. P-R-O-C-E-S-S P-A-G-E-S

22. whatever the language,
99%WILL CLICK
*
*
the
remaining
1%
don’t
speak
English

23. RUNNING
A
DIAGNOSIS
allows to concentrate effort & money on impression that matter
that's a response
elasticity test
with semantical
extremes

24. INSTANT
VS.
D E L A Y E D

25. on
text
messages,
nega5ve
emo5ons
tend
to
underperform...
except
in
La5n
America
where
urgency
(“hurry
up")
is
the
strongest
category
probably
a
bad
idea
to
use
impera5ve
in
email
subject
lines
on
the
web,
you
can
get
clicks
from
nega5ve
emo5ons
(like
“don’t
miss
it”
or
“limited
5me
offer”),
but
not
conversions
there
is
absolutely
no
correla5on
between
length
of
subject
lines
&
open
rates
of
emails
if
you
are
to
use
immediacy
in
a
call-­‐
to-­‐ac5on
on
the
web,
“today”
has
higher
chances
to
perform
than
“now”,
that
is
for
conversions
:)
first
person
voice
in
the
CTA
(“that’s
a
deal”,
“let’s
go”)
performs
very
well...
for
social
gaming
only..
but
both
on
web
&
email
on
the
web,
the
performance
of
ac5on
verbs
like
“start”
in
the
CTA
is
highly
product
sensi5ve
on
the
web,
over-­‐
communica5ng
about
discount
&
sales
tends...
...to
have
a
nega5ve
impact
on
actual
conversions
emo5ons
generate
most
of
the
impact
across
channels,
except
for
email
subject
lines
where
it’s
product
features
op5mism
is
the
strongest
emo5on
for
instant
responses
across
all
digital
channels,
on
average
the
use
of
“awesome”,
“you’re
lucky”
generates
clicks!
worst
emo5on
for
conversion
across
channels
is
a
nega5ve
one,
it’s
threat
(“aNen5on”,
“watch
out”,
“important”)
in
financial
services,
intense
posi5ve
emo5ons
(op5mism
like
“
you’ll
love)
have
a
posi5ve
impact
for
premium
clients...
but
a
nega5ve
impact
on
regular
clients
SOURCE: PERSADO
• 65MILLION UNIQUE USERS
• 703MILLION DIGITAL IMPRESSIONS
• 45MILLION RESPONSES

26. thankyou.
questions anyone?
hey, check us out at www.persado.com