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Roger Dooley Keynote - PubCon Masters 2013
The document outlines strategies for marketers to reduce waste in their efforts by understanding consumer behavior and employing persuasive techniques. It emphasizes the importance of addressing both conscious and non-conscious motivators, minimizing friction in customer interactions, and effectively utilizing scarcity and social proof. The key takeaway is to align marketing strategies with how the human brain operates to enhance conversion rates and improve the bottom line.
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Roger Dooley Keynote - PubCon Masters 2013
- 1. Brainfluence Conversion: Boosting theBottom Line Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley
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- 4. Honesty & Ethics VeryHigh/High • Nurses – 85% • Engineers – 70% • Advertising/Mktg – 11% • Sales – 8%
- 5. CEO Trust • CFOs– 90% • CIOs – 90% • CMOs – 20%
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- 7. Most Marketing & Sales MoneyIs Wasted.
- 8. Marketing Waste 95% -New Products 98% - Direct Mail 98% - Sales Emails 93% - Sales Calls 50% - Large Branding Campaigns
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- 11. Help you cutyour marketing waste!
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- 13. SEO – SEM– Social
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- 27. Robert Cialdini: 6Factors
- 28. BJ Fogg: BehaviorModel
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- 36. Fighting Gravity “Buy all10 videos!” “Complete this form”
- 37. Work WITH Gravity “Loseweight fast!” “Save time!”
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- 39. Work WITH Gravity “MakeMoney!” From shoemoney.com
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- 41. Nudges Email Search Ad Popup Any visiblecontent Banner Ad Call to Action
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- 49. Nudge must beseen & start the process
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- 58. Include BOTH Consciousand Non-conscious motivators!
- 59. Conscious: Benefits “Typical customersaves 25%.” “Has twice the power!” “Money-back guarantee!”
- 61. Gifts & Discounts “Free50-page ebook!” “$10 Starbucks card if you complete the survey!” “20% off until midnight!”
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- 75. Show attributes you sharewith your customer to create “liking effect.”
- 77. Don’t bury these“liking cues” deep in your site!
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- 82. Use FREE offers insteadof very cheap ones.
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- 90. Use SCARCITY tomake your offer more attractive.
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- 93. Amp up SCARCITY EFFECTby showing decreasing availability.
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- 97. Friction Form Fields Steps inCheckout Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence
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- 102. Choice Architecture Eric J.Johnson and Daniel Goldstein
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- 106. Confession Site I believeGod is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
- 107. Confession Site I believeGod is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
- 108. More “fluent” site= More revealing posts Drunk Tank Pink, Alter
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- 110. “You may cancelat any time.” vs. “John, your satisfaction is fully guaranteed. If VetFriends is not what you had in mind, feel free to cancel at any time – we are here to serve you.” WhichTestWon.com
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- 115. Maximize conversion with simplefonts, short text, & easy-to-read design.
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- 122. Minimizing friction almost alwayscosts less than increasing motivation!
- 123. Google Search: “landing pageoptimization”
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- 126. Low Friction +Free Trial
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- 128. If it’s notmotivation, it’s friction!
- 130. If you remember justone thing from today…
- 131. Change is constantand accelerating…
- 132. Communication Huge Change in50 Years
- 133. Media Huge Change in50 Years
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- 135. Our Brains NO Changein 50,000 Years!
- 136. Minimize marketing waste: work withyour customer’s brain and how it is wired!
- 137. Brainfluence Conversion: Boosting theBottom Line Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley
- 138. Free Resources Neuromarketing Neurosciencemarketing.com/blog Brainy Marketing blogs.forbes.com/rogerdooley/ InsideInfluence Report influenceatwork.com Dan Ariely Blog danariely.com Social Triggers Blog socialtriggers.com