The secret psychology behind persuasive content
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The secret psychology behind persuasive content

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In this revealing keynote presentation for the CMA, Nathalie Nahai, The Web Psychologist, will explore the hidden psychological triggers you can use to create content that sticks. ...

In this revealing keynote presentation for the CMA, Nathalie Nahai, The Web Psychologist, will explore the hidden psychological triggers you can use to create content that sticks.

You'll discover key web psychology techniques that will help you write persuasive content, shoot emotionally engaging videos, and boost the effectiveness of your images.

By the end of this talk you'll know a heck of a lot more about what makes your customers tick, and how you can use this to be more influential online.

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The secret psychology behind persuasive content Presentation Transcript

  • 1. THE SECRET PSYCHOLOGY of PERSUASIVE CONTENT All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 2. TODAY’S TALK 1 Introduction THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 3. TODAY’S TALK 1 Introduction 2 Persuasive copy THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 4. TODAY’S TALK 1 Introduction 2 Persuasive copy 3 Engaging images THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 5. TODAY’S TALK 1 Introduction 2 Persuasive copy 3 Engaging images 4 Viral videos THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 6. TODAY’S TALK 1 Introduction 2 Persuasive copy 3 Engaging images 4 Viral videos 5 Key takeaways THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 7. TODAY’S TALK 1 Introduction 2 Persuasive 1 copy 3 Engaging images 4 Viral videos 5 Key takeaways INTROD UCTION THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 8. NATHALIE NAHAI THE WEB PSYCHOLOGIST @TheWebPsych TheWebPsychologist.com InstituteOfWebPsychology.com T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 9. THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH #WEBPSYCHOLOGY WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 10. T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 11. WEB PSYCHOLOGY I coined the term ‘Web Psychology’ in 2011 and defined it as… T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 12. WEB PSYCHOLOGY “ The empirical study of how our online environments influence our attitudes and behaviours ” T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 13. HOW IT HELPS YOU Web Psychology is a psychological toolkit that will help you design more persuasive websites, apps, and user experiences T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 14. WEB PSYCHOLOGY HCI neuroscience neuro-aesthetics THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. user experience social psychology cognitive psychology cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  • 15. IT’S ABOUT CONTEXT Universal Cultural Individual THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 16. IT’S ABOUT CONTEXT Universal Cultural Individual THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 17. IT’S ABOUT CONTEXT Universal Cultural Individual THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 18. 3 secrets to ONLINE SUCCESS All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 19. 1 Know who you’re targeting T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 20. 1 Know who you’re targeting 2 Communicate persuasively T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 21. 1 Know who you’re targeting 2 Communicate persuasively 3 Sell with integrity T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 22. 2 Persuas ive copy All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 23. A GOLDEN RATIO? 80:20 THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 24. ASK YOURSELF “ Would this make me want to read on? ” THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 25. SEDUCTIVE HEADLINES Whatever industry you’re in, to get people to read your copy, you need a hook… THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 26. 9 steps to PERSUASIVE HEADLINES All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 27. 1 Understand your target audience All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 28. PERSONALITY MATTERS Adapting persuasive messages to “ the personality traits… can be an effective way of increasing the ” messages’ impact J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 29. EXTRAVERSION Strong Outgoing Active Excitement Attention J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 30. OPENNESS Innovation Intelligence Sophistication Imagination Creative J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 31. NEUROTICISM Safe Reduce the anxiety Uncertainty Security Protection J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 32. TOOLS • Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ • Visual DNA visualdna.com/ • MyPersonality mypersonality.org/ THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 33. 2 Write to o ne person All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 34. PERSONA(S) Give each segment a psychologically representative persona THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 35. PERSONA(S) • Age • Gender • Personality traits (Big 5) • Culture (country / peer group) • Motivation (intrinsic / extrinsic) THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 36. 3 Write outline of copy first, then the headline All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 37. CONSISTENCY This will ensure you distill the content into a headline that can deliver THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 38. 4 Use psyc hological trigger words All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 39. TRIGGER WORDS All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Weird Bizarre Strange Mystery Effortless Painstaking Fun Free Secret Amazing Absolute Essential Incredible (It’s not what you think) THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 40. 5 Write sever al different headlines - read them aloud All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 41. READING vs SPEAKING We write differently than we speak – reading headlines aloud will give you a fresh, new perspective THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 42. 6 Pick no.1 bene fit & include it in the headlines All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 44. 7 Include the product or problem in the headlines All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 46. 8 Write a tota lly left-field headline – yes, seriously All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 48. 9 Split test yo ur headlines, use the most effective All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 49. TEST IT! Even if you have a small readership, you can test what customers will respond to by split-testing emails, articles, web pages THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 50. The formula All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 51. Number / Trigger word + THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 52. Number / Trigger word Adjective + THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 53. Number / Trigger word Adjective + Keyword THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 54. Number / Trigger word Adjective Keyword Promise + THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 55. Number / Trigger word Adjective Keyword Promise + KILLER HEADLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 56. EXAMPLE All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Subject: THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 57. EXAMPLE Subject: Frying eggs THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 58. EXAMPLE Subject: Frying eggs You could write an article entitled: THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 59. EXAMPLE Subject: Frying eggs You could write an article entitled: - “How to fry an egg” THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 60. EXAMPLE Subject: Frying eggs You could write an article entitled: - “How to fry an egg” - “Why I love frying eggs” THE WE B PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 61. OR APPLY THE FORMULA: THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 62. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 63. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 64. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number trigger word THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 65. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number trigger word adjective THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 66. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number trigger word adjective keyword THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 67. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number trigger word adjective keyword promise THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 68. SO, FOR ‘BORING’ INDUSTRIES… All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Subject: THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 69. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 70. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 71. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: - “Why you should insure your home” THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 72. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: - “Why you should insure your home” - “Home insurance for the whole family” THE WE B PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 73. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 74. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 75. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number trigger word THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 76. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number trigger word adjective THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 77. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” adjective All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number trigger word keyword THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 78. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. number trigger word promise keyword adjective THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 79. … ISN’T THIS JUST CLICKBAIT? All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 80. ONLY IF… “ You’re not offering value, or if you’re promising more than you can deliver ” THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 82. ASK YOURSELF “ What are the tangible benefits my customers will get from this content? ” THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 83. Which is why This works… All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 84. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 87. 3 Engaging images All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 88. IMAGES SEDUCE They’re instant, data-rich, and visually compelling THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 89. YOUR IMAGES SHOULD 1 Elicit emotion - anger, fear, happiness, disgust, surprise, sadness THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 90. EMOTIONS Where thought conflicts with emotion, the latter is designed by the neural “ circuitry in our brains to win ” R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 91. http://www.boredpanda.com/first-world-problems-twitter/ THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 92. http://www.boredpanda.com/first-world-problems-twitter/ THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 93. http://global3.memecdn.com/one-does-not-simply_o_204186.jpg http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 94. YOUR IMAGES SHOULD 1 Elicit emotion - anger, fear, happiness, disgust, surprise, sadness All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 2 Tell a story - contrast & concrete THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 95. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 96. Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 97. Mohawk for Standard Life - ‘Potential. Delivered.’ THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 98. YOUR IMAGES SHOULD 1 Elicit emotion - anger, fear, happiness, disgust, surprise, sadness All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 2 Tell a story - contrast & concrete 3 Create a curiosity gap - Gestalt – desire to ‘close the loop’ THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 99. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 101. 4 Viral videos All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 102. BOOST SHAREABILITY 1 Use nostalgia THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 103. Internet Explorer – ‘Child Of The 90s’ (2013) http://www.youtube.com/watch?v=qkM6RJf15cg THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 104. BOOST SHAREABILITY 1 Use nostalgia 2 Mirror your audience THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 105. DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/ THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 106. BOOST SHAREABILITY 1 Use nostalgia 2 Mirror your audience 3 Make it funny THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 107. Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 108. BOOST SHAREABILITY 1 Use nostalgia 2 Mirror your audience 3 Make it funny 4 Surprise them THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 109. Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 110. BOOST SHAREABILITY 1 Use nostalgia 2 Mirror your audience 3 Make it funny 4 Surprise them 5 Move them THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 111. Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 112. 5 KEY TAKEAWAYS Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 113. KEY TAKEAWAYS To create persuasive content you have to: THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 114. KEY TAKEAWAYS To create persuasive content you have to: 1 Understand your audience(s) THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 115. KEY TAKEAWAYS To create persuasive content you have to: 1 Understand your audience(s) 2 Engage them emotionally THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 116. KEY TAKEAWAYS To create persuasive content you have to: 1 Understand your audience(s) 2 Engage them emotionally 3 Use psychological triggers THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 117. REFERENCES 1 HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/ 2 J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 30 April 2012. 3 Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ 4 Visual DNA visualdna.com/ 5 MyPersonality mypersonality.org/ 6 HBR (27th June 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/ 7 Optimizely (2014) https://www.optimizely.com/ 8 Upworthy (21st November 2013) http://www.upworthy.com/the-dalai-lama-has-some-very-uplifting-and-wise-words-about-farting 9 LinkedIn (June 30th 2014) https://www.linkedin.com/today/post/article/20140630120036-20017018-10-things-only-exceptional-bosses-give-employees 10 Buzzfeed (June 26th 2014) http://www.buzzfeed.com/lukebailey/london-prices 11 First World Problems: http://www.boredpanda.com/first-world-problems-twitter/ 12 http://global3.memecdn.com/one-does-not-simply_o_204186.jpg 13 http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg 14 Know More (Washington Post): http://knowmore.washingtonpost.com/ 15 Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever 16 Mohawk for Standard Life - ‘Potential. Delivered.’ 17 Buzzfeed (26th June 2014) http://www.buzzfeed.com/lukebailey/london-prices 18 Buzzfeed (15th Nov 2013) http://www.buzzfeed.com/bobbymiller/things-kids-do-thatd-be-creepy-if-an-adult-did-them 19 Internet Explorer – ‘Child Of The 90s’ (2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg 20 DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/ 21 Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ 22 Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc 23 Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 118. THANK YOU! THE WEB PSYCHOLOGIST @TheWebPsych TheWebPsychologist.com InstituteOfWebPsychology.com T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.