Roger Dooley's opening keynote speech for 2013 PubCon Masters Group in Las Vegas, Nevada. It shows how to take the traffic generated by SEO, SEM, and social media and convert it at a higher rate. The model is The Persuasion Slide, with an emphasis on non-conscious motivators.

1. Brainfluence Conversion:
Boosting the Bottom Line
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley

2. #PubCon
@rogerdooley

3. Marketers?

4. Honesty & Ethics
Very High/High
• Nurses – 85%
• Engineers – 70%
• Advertising/Mktg – 11%
• Sales – 8%

5. CEO Trust
• CFOs – 90%
• CIOs – 90%
• CMOs – 20%

6. Why?

7. Most Marketing
& Sales
Money Is Wasted.

8. Marketing Waste
95% - New Products
98% - Direct Mail
98% - Sales Emails
93% - Sales Calls
50% - Large Branding Campaigns

9. CEO
Consumer

10. Today’s Objective:

11. Help you cut your
marketing waste!

12. x
Organic
SEO
x
Social
Media
x
SEM &
Paid
x
InHouse
SEO

13. SEO – SEM – Social

14. via Andre Morys

15. Traffic
Conversion

16. The
Persuasion
Slide
™

19. Gravity

20. Nudge

21. Angle

22. Angle

23. Friction

26. The Science
of Persuasion

27. Robert Cialdini: 6 Factors

28. BJ Fogg: Behavior Model

29. Geoffrey Miller:
Evolutionary Psychology

30. Daniel Kahneman
System 1
System 2

31. Behavior Research

33. No single
theory
explains all
behavior!

34. Conversion

35. Gravity
•
•
•
•
Initial Motivation
Needs
Wants
Goals

36. Fighting Gravity
“Buy all 10 videos!”
“Complete this form”

37. Work WITH Gravity
“Lose weight fast!”
“Save time!”

38. Fighting Gravity
From q.equinox.com

39. Work WITH Gravity
“Make Money!”
From shoemoney.com

40. Nudge
Attention!

41. Nudges
Email
Search Ad
Popup
Any visible content
Banner Ad
Call to Action

42. Bad Nudge
From wayofcats.com

43. Bad Nudge
From pawesome.com

44. From chrisbrogan.com

45. From
chrisbrogan.com

47. Nudges?

49. Nudge must be seen &
start the process

50. Angle
Motivation!

51. Nudge Without Motivation

52. Conscious &
Non-Conscious
Motivators

53. Conscious Motivators
Benefits
Features
Gifts
Discounts
Specifications

54. Non-conscious Motivators
Emotions Psychology
Brain Bugs

56. 5% Conscious

57. 95% Subconscious

58. Include BOTH Conscious and
Non-conscious motivators!

59. Conscious: Benefits
“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”

61. Gifts & Discounts
“Free 50-page ebook!”
“$10 Starbucks card if you
complete the survey!”
“20% off until midnight!”

64. No Discounts,
No Motivation

66. Problem:
Cost to Motivate
$ €

67. Non-Conscious Motivators
FREE!
Effective!

68. Dog owners?
Pet parents?

71. Conan the
Comedian

73. Margaritas?
Sure, I’ll
have one!

74. Liking

75. Show attributes you
share with your
customer to create
“liking effect.”

77. Don’t bury these “liking
cues” deep in your site!

78. Copy & Content
Motivators

80. VS.

82. Use FREE offers
instead of very cheap
ones.

83. Scarcity
Photo via Doniv.org

84. Vs.

87. Scarcity +
Social
Proof!

88. Creating Scarcity

90. Use SCARCITY to make
your offer more
attractive.

91. Scarcity on Steroids

92. FTW

93. Amp up SCARCITY
EFFECT by showing
decreasing
availability.

94. sex

95. Friction

96. Difficulty:
Real and
Perceived

97. Friction
Form Fields
Steps in Checkout Process
Instructions
“What am I supposed to do?”
ANYTHING in Conversion Sequence

98. High
Friction

99. Low
Friction

100. High
Friction

101. Near-Zero
Friction

102. Choice Architecture
Eric J. Johnson and Daniel Goldstein

103. Default Choice
Minimum Friction

104. Fluency

105. Reducing Friction
Easy = Good

106. Confession Site
I believe God 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 believe God 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

109. Guarantee
A/B Test

110. “You may cancel at 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

111. Shorter version
+14.5%
WhichTestWon.com

115. Maximize conversion
with simple fonts, short
text, & easy-to-read
design.

116. Build Your Slide!

117. Align with Gravity

118. First a Nudge

119. Maximize Angle/Motivation
Conscious
&
Non-conscious

120. Non-conscious:
almost always
costs less!

121. Minimize Friction

122. Minimizing friction
almost always costs less
than increasing
motivation!

123. Google Search:
“landing page optimization”

124. Nudges
Low Friction
Social Proof

125. Nudges
FREE
Benefit

126. Low Friction + Free Trial

127. Motivation: Free Valuable Info

128. If it’s not motivation,
it’s friction!

130. If you remember
just one thing from
today…

131. Change is constant and
accelerating…

132. Communication
Huge Change in 50 Years

133. Media
Huge Change in 50 Years

134. Mobile!
Social
Media!
Big Data!

135. Our Brains
NO Change in 50,000 Years!

136. Minimize marketing
waste:
work with your
customer’s brain and
how it is wired!

137. Brainfluence Conversion:
Boosting the Bottom Line
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley

138. Free Resources
Neuromarketing
Neurosciencemarketing.com/blog
Brainy Marketing
blogs.forbes.com/rogerdooley/
Inside Influence Report
influenceatwork.com
Dan Ariely Blog
danariely.com
Social Triggers Blog
socialtriggers.com