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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.

Published in: Design, Technologies, Éducation

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  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SECRET PSYCHOLOGY PERSUASIVE CONTENT of
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction TODAY’S TALK
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. bit.ly/psych_content DOWNLOAD THE SLIDES
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S ABOUT CONTEXT Universal Cultural Individual
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S ABOUT CONTEXT Universal Cultural Individual
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 secrets ONLINE SUCCESS to
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 Persuasive copy
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. A GOLDEN RATIO? 80:20
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 9 steps PERSUASIVE HEADLINES to
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Understand your target audience
  • 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 Write to one person
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 Use psychological trigger words
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The formula
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise +
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  • 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. 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject:
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. … ISN’T THIS JUST CLICKBAIT?
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which is why This works…
  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 87. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Engaging images 3
  • 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. 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. 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Mohawk for Standard Life - ‘Potential. Delivered.’
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 101. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 102. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Viral videos 4
  • 103. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BOOST SHAREABILITY 1  Use nostalgia
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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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