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Why Your Content
Sucks
Hint: it’s not a Messaging Problem, it’s a Psychology Problem
Madison Taskett
Why was my Speech so Popular?
It’s not coincidence; you’ll learn how as we go along!
Today You’ll Learn
How Your Brain Evolved and
how that affects the way
people buy
Why you Need to Focus on the
Problem, an...
Madison Taskett
Marketing Manager at JumpCloud
Owner of http://yourcontentsucks.com
• Experience marketing and selling for...
How your Brain Evolved- and
how that affects the way
people buy
Why you need to focus on the
problem, and how to message
pr...
Neocortex
HIGHER LEVEL
DECISION MAKING
Brain Stem
SURVIVAL INSTINCTS
How our Brains Evolved
Mid-Brain
EMOTIONS
SOCIAL SITU...
YOU'RE IN A
STRANGE CITY IN
A PARKING LOT AT
NIGHT
Your brain springs into action
Survival
BRAIN STEM
Social Situations
MID BRAIN NEOCORTEX
Complex Decision Making
Our Brain Stem is Our Spam Folder
99%
OF
INFORMATION
GETS FILTERED
OUT
How your brain evolved- and
how that affects the way
people buy
Why you Need to Focus on the
Problem, and how to message
p...
YET YOU STILL DEFTLY
AVOID DOG POO ON THE
SIDEWALK
Example: Dog Poo
We notice problems much more than we notice solutions....
People respond to Problems
In a study, participants were shown three kinds of photos and their brain
activity was measured...
Ex: Problem-centered Messaging
ex: masalabody.com
Multiple Use Cases Gone Wrong
When you attempt to speak to all of your customers at the same time,
you speak to none of th...
Lead Your Customer through Your House
Every room is a different pain point
Want Your Husband to Think You’re Sexy?
Imagine ...
THEY ARE THANKFUL FOR
THAT USEFUL
INFORMATION
Be Educational
Your problem should help your customer live a better life.
WH...
How your brain evolved- and
how that affects the way
people buy
Why you need to focus on the
problem, and what to do about...
Frankly, there isn’t anyone you couldn’t
learn to love once you’ve heard their
story.
AFTER THE RIGHT STORY
The Power of the Right Story
BEFORE THE RIGHT STORY
SlideShare doesn’t support audio, but this story...
WE DON’T JUST
COMPREHEND
STORIES, WE
FEEL THEM
Now with
Oxytocin!
Introducing the problem
CALL TO
ADVENTURE
The Marketing Side of the Hero’s Journey
Scholar Joseph Campbell nailed down the...
The Hero’s Journey Continued
Lead nurturing
THE
APPROACH6
Testimonials/ social proof
THE RETURN7
Call to Adventure: The Problem
Introducing the problem
CALL TO
ADVENTURE1
YOUR CUSTOMER IS
ALWAYS THE HERO,
NEVER YOUR BUS...
LogRhythm: Call to Adventure
Your Customer’s Nightmare Scenario
Customer’s nightmare scenario
REFUSAL OF
THE CALL2
WHAT KEPT NEO UP AT
NIGHT: KNOWING T...
VictorOps: a great Nightmare Scenario
VictorOps: a great Nightmare Scenario
Your Brand: The Mentor
Your Brand
THE HELPER/
MENTOR3
NEO’S MENTOR:
MORPHEUS
SOCIAL PROOF GIVES
YOUR CUSTOMERS A
REASON TO...
Techstars: The Ultimate Mentor
A Mentor’s Email
Does your subject line complete the sentence
“I want to help you ________________”?
(I Want to help you… ...
Your Offer is a Magical Item
Your offer
THE MAGICAL
ITEM4
NEO’S MAGICAL ITEM:
SIMULATED TRAINING
YOU UNDERSTAND HOW
YOUR P...
Sovrn: Magical Items
the Point of no Return: Your CTA
Your CTA
CROSSING THE
THRESHOLD4
THE HERO HAS ONE LAST
CHANCE TO TURN BACK,
BUT INSTEAD H...
tapinfluence: a compelling CTA
Lead Nurturing:
Guide Your Hero On their Quest
Lead nurturing
THE
APPROACH6
NEO’S LEAD NURTURING:
THE ORACLE
GIVE THEM MAG...
It’s time for your hero to share their story
Testimonials/ social proof
THE RETURN7
“I’M GOING TO SHOW
THEM A WORLD WHERE
...
Target Your Best Customers
1
2
3
What did We Learn?
Your Brain Stem
Is Your Spam
Folder
Isolate the
problem!
The Hero’s
Journey Will Get
You ALL
the ...
Why was my Speech so Popular?
If you don't understand the psychology behind why your customers buy, then your
content will...
Learn More
Click on the link to visit
http://yourcontentsucks.com
Learn all about neuroscience, messaging hacks, and brand...
Thank You!Madison Taskett: Constantly Curious Marketer
madison@taskett.email @taskettTwitter:Email:
Let’s keep in touch: I...
Reading List
My talk was heavily influenced by the following works:
Pitch Anything
Oren Klaff
The Brain Audit
Sean D’Sousa
...
Ex: Problem-centered Messaging ex: masalabody.com
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Ex: Problem-centered Messaging
ex: masalabody.com

Publié dans : Marketing
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