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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.

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.

Published in: Design, Technologies, Éducation
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  1. 1. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SECRET PSYCHOLOGY PERSUASIVE CONTENT of
  2. 2. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction TODAY’S TALK
  3. 3. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy TODAY’S TALK
  4. 4. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images TODAY’S TALK
  5. 5. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos TODAY’S TALK
  6. 6. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK
  7. 7. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. bit.ly/psych_content DOWNLOAD THE SLIDES
  8. 8. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST 1 INTRODUCTION
  9. 9. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE WEB PSYCHOLOGIST NATHALIE NAHAI @NathalieNahai TheWebPsychologist.com InstituteOfWebPsychology.com
  10. 10. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA
  11. 11. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  12. 12. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY I coined the term ‘Web Psychology’ in 2011 and defined it as…
  13. 13. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY “ ” The empirical study of how our online environments influence our attitudes and behaviours
  14. 14. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW IT HELPS YOU Web Psychology is a psychological toolkit that will help you design more persuasive websites, apps, and user experiences
  15. 15. All material © THE WEB PSYCHOLOGIST LTD. 2014. 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
  16. 16. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S ABOUT CONTEXT Universal Cultural Individual
  17. 17. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S ABOUT CONTEXT Universal Cultural Individual
  18. 18. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S ABOUT CONTEXT Universal Cultural Individual
  19. 19. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 secrets ONLINE SUCCESS to
  20. 20. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting
  21. 21. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting 2  Communicate persuasively
  22. 22. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting 2  Communicate persuasively 3  Sell with integrity
  23. 23. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 Persuasive copy
  24. 24. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. A GOLDEN RATIO? 80:20
  25. 25. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” Would this make me want to read on? ASK YOURSELF
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SEDUCTIVE HEADLINES Whatever industry you’re in, to get people to read your copy, you need a hook…
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 9 steps PERSUASIVE HEADLINES to
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Understand your target audience
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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
  30. 30. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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
  31. 31. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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
  32. 32. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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
  33. 33. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS •  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ •  Visual DNA visualdna.com/ •  MyPersonality mypersonality.org/
  34. 34. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 Write to one person
  35. 35. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONA(S) Give each segment a psychologically representative persona
  36. 36. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONA(S) •  Age •  Gender •  Personality traits (Big 5) •  Culture (country / peer group) •  Motivation (intrinsic / extrinsic)
  37. 37. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 Write outline of copy first, then the headline
  38. 38. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONSISTENCY This will ensure you distill the content into a headline that can deliver
  39. 39. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 Use psychological trigger words
  40. 40. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Bizarre Strange Mystery Effortless Painstaking Fun Free Secret Amazing Absolute Essential Incredible (It’s not what you think)
  41. 41. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5 Write several different headlines - read them aloud
  42. 42. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. READING vs SPEAKING We write differently than we speak – reading headlines aloud will give you a fresh, new perspective
  43. 43. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 6 Pick no.1 benefit & include it in the headlines
  44. 44. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  45. 45. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 7 Include the product or problem in the headlines
  46. 46. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  47. 47. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 8 Write a totally left-field headline – yes, seriously
  48. 48. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  49. 49. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 9 Split test your headlines, use the most effective
  50. 50. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TEST IT! Even if you have a small readership, you can test what customers will respond to by split-testing emails, articles, web pages
  51. 51. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The formula
  52. 52. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  53. 53. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  54. 54. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
  55. 55. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise +
  56. 56. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE +
  57. 57. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:
  58. 58. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs
  59. 59. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled:
  60. 60. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: -  “How to fry an egg”
  61. 61. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: -  “How to fry an egg” -  “Why I love frying eggs”
  62. 62. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  63. 63. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock”
  64. 64. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number
  65. 65. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word
  66. 66. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective
  67. 67. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword
  68. 68. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword promise
  69. 69. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject:
  70. 70. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance
  71. 71. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled:
  72. 72. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: -  “Why you should insure your home”
  73. 73. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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”
  74. 74. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life”
  75. 75. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number
  76. 76. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word
  77. 77. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word adjective
  78. 78. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word keyword adjective
  79. 79. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life” number trigger word promise keyword adjective
  80. 80. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. … ISN’T THIS JUST CLICKBAIT?
  81. 81. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ONLY IF… “ ” You’re not offering value, or if you’re promising more than you can deliver
  82. 82. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  83. 83. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ASK YOURSELF “ ” What are the tangible benefits my customers will get from this content?
  84. 84. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which is why This works…
  85. 85. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  86. 86. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  87. 87. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  88. 88. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Engaging images 3
  89. 89. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. They’re instant, data-rich, and visually compelling IMAGES SEDUCE THE WEB PSYCHOLOGIST
  90. 90. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. YOUR IMAGES SHOULD 1  Elicit emotion - anger, fear, happiness, disgust, surprise, sadness
  91. 91. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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.
  92. 92. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.boredpanda.com/first-world-problems-twitter/
  93. 93. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.boredpanda.com/first-world-problems-twitter/
  94. 94. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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
  95. 95. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. YOUR IMAGES SHOULD 1  Elicit emotion - anger, fear, happiness, disgust, surprise, sadness 2  Tell a story - contrast & concrete
  96. 96. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  97. 97. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever
  98. 98. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Mohawk for Standard Life - ‘Potential. Delivered.’
  99. 99. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. YOUR IMAGES SHOULD 1  Elicit emotion - anger, fear, happiness, disgust, surprise, sadness 2  Tell a story - contrast & concrete 3  Create a curiosity gap - Gestalt – desire to ‘close the loop’
  100. 100. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  101. 101. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  102. 102. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Viral videos 4
  103. 103. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BOOST SHAREABILITY 1  Use nostalgia
  104. 104. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Internet Explorer – ‘Child Of The 90s’ (2013) http://www.youtube.com/watch?v=qkM6RJf15cg
  105. 105. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience
  106. 106. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/
  107. 107. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience 3  Make it funny
  108. 108. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ
  109. 109. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience 3  Make it funny 4  Surprise them
  110. 110. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc
  111. 111. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BOOST SHAREABILITY 1  Use nostalgia 2  Mirror your audience 3  Make it funny 4  Surprise them 5  Move them
  112. 112. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs
  113. 113. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs @THEWEBPSYCHTHE WEB PSYCHOLOGIST KEY TAKEAWAYS 5
  114. 114. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive content you have to:
  115. 115. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive content you have to: 1  Understand your audience(s)
  116. 116. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive content you have to: 1  Understand your audience(s) 2  Engage them emotionally
  117. 117. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive content you have to: 1  Understand your audience(s) 2  Engage them emotionally 3  Use psychological triggers
  118. 118. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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 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
  119. 119. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE WEB PSYCHOLOGIST THANK YOU! @NathalieNahai TheWebPsychologist.com InstituteOfWebPsychology.com
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