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The secret psychology behind persuasive content
 

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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55 Ajouts 10,620

http://thecuriousbrain.com 8770
http://www.scoop.it 642
https://twitter.com 217
http://magdapaolillo.com 198
http://www.conseilsmarketing.com 184
http://feedly.com 147
http://dev.domestika.org 80
http://www.linkedin.com 70
https://tasks.crowdflower.com 48
http://www.thewebpsychologist.com 33
http://127.0.0.1 31
http://www.weebly.com 24
http://mingming.co 24
http://businessenglish2020.blogspot.com.ar 20
http://tribeqa.com 17
http://www.google.com 12
http://digg.com 10
http://alejandroysarai.blogspot.mx 9
http://umbraco7.demo.tamtam.nl 6
https://www.facebook.com 5
https://honey.is 5
http://www.newsblur.com 5
http://plannerati.tumblr.com 4
http://whyzer.tribeqa.com 4
http://www.feedspot.com 4
http://pepper.oise.utoronto.ca 4
http://www.tribeqa.com 4
http://inoreader.com 3
http://station.tribeqa.com 3
http://seitvertreib.de 3
http://dev.tribeqa.com 2
https://www.linkedin.com 2
http://wvgdxbf.tribeqa.com 2
http://cloud.feedly.com 2
http://silverreader.com 2
http://newsblur.com 2
http://ns383282.ovh.net 2
http://safe.txmblr.com 2
http://www.pinterest.com 2
http://klout.tribeqa.com 1
http://managers.tribeqa.com 1
https://m.facebook.com&_=1386015451199 HTTP 1
http://www.inoreader.com 1
http://honyaku.yahoofs.jp 1
http://www.google.it 1
http://grissom.tribeqa.com 1
http://tcxohxl.tribeqa.com 1
https://m.facebook.com&_=1386554193630 HTTP 1
http://reader.aol.com.br 1
https://drive.jolicloud.com 1
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    The secret psychology behind persuasive content The secret psychology behind persuasive content Presentation Transcript

    • THE SECRET PSYCHOLOGY BEHIND PERSUASIVE CONTENT All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  INTRODUCTION PERSUASIVE COPY ENGAGING IMAGES VIRAL VIDEOS KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  INTRODUCTION PERSUASIVE COPY ENGAGING IMAGES VIRAL VIDEOS KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  INTRODUCTION PERSUASIVE COPY ENGAGING IMAGES VIRAL VIDEOS KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  INTRODUCTION PERSUASIVE COPY ENGAGING IMAGES VIRAL VIDEOS KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  INTRODUCTION PERSUASIVE COPY ENGAGING IMAGES VIRAL VIDEOS KEY TAKEAWAYS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • FIRST… AN INTRODUCTION All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • WEB PSYCHOLOGY [ I coined the term ‘Web Psychology’ in 2011 and defined it as… @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ]
    • WEB PSYCHOLOGY “ The empirical study of how online environments influence our attitudes and behaviours @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ”
    • neuroscience behavioural economics HCI cross-cultural psychology WEB PSYCHOLOGY cognitive psychology neuroaesthetics user experience social psychology @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 3 SECRETS TO ONLINE SUCCESS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 2 PERSUASIVE COPY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • GOLDEN RATIO 80:20 @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • ASK YOURSELF “ Would this make me want to read on? @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ”
    • SEDUCTIVE HEADLINES [ To get people to read your copy, you need a hook… @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ]
    • 9 STEPS TO PERSUASIVE HEADLINES All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  UNDERSTAND YOUR TARGET @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  UNDERSTAND YOUR TARGET 2  WRITE TO ONE PERSON 3  WRITE OUTLINE OF COPY FIRST - THEN HEADLINE @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  UNDERSTAND YOUR TARGET WRITE TO ONE PERSON WRITE OUTLINE OF COPY FIRST - THEN HEADLINE USE PSYCHOLOGICAL TRIGGER WORDS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  UNDERSTAND YOUR TARGET WRITE TO ONE PERSON WRITE OUTLINE OF COPY FIRST - THEN HEADLINE USE PSYCHOLOGICAL TRIGGER WORDS WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  6  UNDERSTAND YOUR TARGET WRITE TO ONE PERSON WRITE OUTLINE OF COPY FIRST - THEN HEADLINE USE PSYCHOLOGICAL TRIGGER WORDS WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD PICK NO.1 BENEFIT AND INCLUDE IT IN HEADLINES @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  6  7  UNDERSTAND YOUR TARGET WRITE TO ONE PERSON WRITE OUTLINE OF COPY FIRST - THEN HEADLINE USE PSYCHOLOGICAL TRIGGER WORDS WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD PICK NO.1 BENEFIT AND INCLUDE IT IN HEADLINES INCLUDE PRODUCT / PROBLEM IN HEADLINES @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  6  7  8  UNDERSTAND YOUR TARGET WRITE TO ONE PERSON WRITE OUTLINE OF COPY FIRST - THEN HEADLINE USE PSYCHOLOGICAL TRIGGER WORDS WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD PICK NO.1 BENEFIT AND INCLUDE IT IN HEADLINES INCLUDE PRODUCT / PROBLEM IN HEADLINES WRITE A TOTALLY WACKY HEADLINE! @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 1  2  3  4  5  6  7  8  9  UNDERSTAND YOUR TARGET WRITE TO ONE PERSON WRITE OUTLINE OF COPY FIRST - THEN HEADLINE USE PSYCHOLOGICAL TRIGGER WORDS WRITE SEVERAL DIFFERENT HEADLINES - READ THEM ALOUD PICK NO.1 BENEFIT AND INCLUDE IT IN HEADLINES INCLUDE PRODUCT / PROBLEM IN HEADLINES WRITE A TOTALLY WACKY HEADLINE! SPLIT-TEST YOUR HEADLINES @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • TRIGGER WORDS WEIRD BIZARRE STRANGE MYSTERY EFFORTLESS PAINSTAKING FUN SECRET AMAZING ABSOLUTE ESSENTIAL INCREDIBLE (IT’S NOT WHAT YOU THINK) FREE @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • CASE STUDY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE 2  DARE THEM TO READ YOUR ARTICLE @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • BE AUDACIOUS 1  PROMISE YOUR READER SOMETHING VALUABLE 2  DARE THEM TO READ YOUR ARTICLE 3  BE BOLD @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • BE AUDACIOUS 1  2  3  4  PROMISE YOUR READER SOMETHING VALUABLE DARE THEM TO READ YOUR ARTICLE BE BOLD SEDUCTIVE @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • BE AUDACIOUS 1  2  3  4  5  PROMISE YOUR READER SOMETHING VALUABLE DARE THEM TO READ YOUR ARTICLE BE BOLD SEDUCTIVE PROVOCATIVE @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • BE AUDACIOUS 1  2  3  4  5  6  PROMISE YOUR READER SOMETHING VALUABLE DARE THEM TO READ YOUR ARTICLE BE BOLD SEDUCTIVE PROVOCATIVE MAKE SURE YOU CAN DELIVER @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • THE FORMULA All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • NUMBER / TRIGGER WORD + @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • NUMBER / TRIGGER WORD ADJECTIVE + @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • NUMBER / TRIGGER WORD ADJECTIVE KEYWORD + @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • NUMBER / TRIGGER WORD ADJECTIVE KEYWORD PROMISE + @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • NUMBER / TRIGGER WORD ADJECTIVE KEYWORD PROMISE + KILLER HEADLINE @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • EXAMPLE SUBJECT: FRYING EGGS YOU COULD WRITE AN ARTICLE ENTITLED: “HOW TO FRY AN EGG” / “WHY I LOVE FRYING EGGS” @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • OR APPLY THE FORMULA: “13 UNBELIEVABLE WAYS YOU CAN FRY A SMALL EGG WITH A SOCK” adjective number trigger word keyword @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. promise
    • WHICH IS WHY THIS WORKS… All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 3 ENGAGING IMAGES All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • IMAGES SEDUCE [ They’re instant, data-rich, and visually compelling @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ]
    • YOUR IMAGES SHOULD 1  ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • h"p://www.boredpanda.com/first-­‐world-­‐problems-­‐twi"er/     @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • h"p://www.boredpanda.com/first-­‐world-­‐problems-­‐twi"er/     @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • h"p://global3.memecdn.com/one-­‐does-­‐not-­‐simply_o_204186.jpg      /      h"p://wackymania.com/image/2013/03/the-­‐best-­‐baby-­‐memes-­‐of-­‐all-­‐Eme/the-­‐best-­‐baby-­‐memes-­‐of-­‐all-­‐Eme-­‐01.jpg       @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • YOUR IMAGES SHOULD 1  ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS 2  TELL A STORY @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • YOUR IMAGES SHOULD 1  ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS 2  TELL A STORY 3  CREATE A CURIOSITY GAP @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 4 VIRAL VIDEOS All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • BOOST SHAREABILITY 1  USE NOSTALGIA @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • BOOST SHAREABILITY 1  USE NOSTALGIA 2  MIRROR YOUR AUDIENCE @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • BOOST SHAREABILITY 1  USE NOSTALGIA 2  MIRROR YOUR AUDIENCE 3  MAKE IT FUNNY @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • 5 KEY TAKEAWAYS All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • KEY TAKEAWAYS WHETHER YOU’RE WRITING COPY, SELECTING IMAGES OR DESIGNING VIDEOS, MAKE SURE YOU: 1  KNOW WHO YOU’RE TARGETING @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • KEY TAKEAWAYS WHETHER YOU’RE WRITING COPY, SELECTING IMAGES OR DESIGNING VIDEOS, MAKE SURE YOU: 1  KNOW WHO YOU’RE TARGETING 2  USE WEB PSYCHOLOGY TO OPTIMISE YOUR PROCESS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • KEY TAKEAWAYS WHETHER YOU’RE WRITING COPY, SELECTING IMAGES OR DESIGNING VIDEOS, MAKE SURE YOU: 1  KNOW WHO YOU’RE TARGETING 2  USE WEB PSYCHOLOGY TO OPTIMISE YOUR PROCESS 3  ELICIT EMOTIONS IN YOUR USERS @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • REFERENCES 1  2  3  4  5  6  7  Upworthy: http://www.upworthy.com/ Buzzfeed: http://www.buzzfeed.com/ First World Problems: http://www.boredpanda.com/first-world-problems-twitter/ Know More (Washington Post): http://knowmore.washingtonpost.com/ Internet Explorer - Child Of The 90s (20h January 2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg ‪Allstate Insurance - Treehouse Commercial (2013) http://www.youtube.com/watch?v=9m48_teL0p0 Dollar Shave Club - Official Dollar Shave Club Commercial - Razors for $1 DSC (2013) http://www.youtube.com/watch?v=jRHpp852iW8 @THEWEBPSYCH #WEBPSYCHOLOGY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
    • THANK YOU! All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.