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The Psychology of Persuasive 
Marketing VIDEOS 
& 
How to get people to watch them 
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NATHALIE NAHAI 
THE WEB PSYCHOLOGIST 
@TheWebPsych 
TheWebPsychologist.com 
InstituteOfWebPsychology.com 
#@NATHTAENWDENBO...
PHIL NOTTINGHAM 
NOT THE WEB PSYCHOLOGIST 
@PhilNottingham 
Distilled.net 
Moz.com 
#@NATHTAENWDENBOPSTTY CH #WEBPSYCHOLOG...
DOWNLOAD THE SLIDES 
bit.ly/SMW14_video 
THE WEB PSYCHOLOGIST @THEWEBPSYCH 
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Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST...
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST...
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST...
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST...
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST...
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST...
TYPICAL CONVERSION FUNNEL 
New visit 
Return visit 
Sharer 
Gives permission 
Purchase 
Upsell 
Repeat customer 
#NATANDNO...
Segment goals according to 
conversion funnel 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGI...
MVC 
(Minimal Viable Conversion) 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014....
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
A 
B 
V 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduc...
Always 
Be 
Valuable 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthor...
CONTENT IS KING 
CONTEXT IS KING 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014....
Personalise content by user group 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014...
MIRROR YOUR AUDIENCE 
• Language 
• Intonation 
• Pace 
• Lexicon 
• Clothing 
• Gestures 
#NATANDNOTT @THEWEBPSYCH @PHILN...
PERSONA(S) 
• Age 
• Gender 
• Personality traits (Big 5) 
• Culture (country / peer group) 
• Motivation (intrinsic / ext...
Hyper Targeted 
> One Size Fits All 
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM 
philnottingham 
All materi...
PERSONA(S) 
Expressing goals in 
terms of transitive verbs 
#NAThAttpN://DwwNw.OamTaTzo n.com/Actions-Actors-Thesaurus-Mar...
ACTIONING 
The purpose of this video is to 
[transitive verb] the audience into 
“ [minimum viable conversion] 
” 
#NAThAt...
You can also dissect other videos in this way… 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
...
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
ACTIONING 
The purpose of this video is to 
amuse the audience into thinking 
“ of HubSpot positively 
” 
#NAThAttpN://Dww...
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST...
TODAY’S TALK 
1 Conversion 
2 Consideration & Advocacy 
3 Brand Awareness 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All m...
1 
Conv ersion 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
PERSONALITY MATTERS 
Adapting persuasive messages to 
“ the personality traits… can be an 
effective way of increasing the...
EXTRAVERSION 
Strong 
Outgoing 
Active 
Excitement 
Attention 
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized P...
OPENNESS 
Innovation 
Intelligence 
Sophistication 
Imagination 
Creative 
J. Hirsh, S. Kang and G. Bodenhausen (2012). Pe...
NEUROTICISM 
Safe 
Reduce the anxiety 
Uncertainty 
Security 
Protection 
J. Hirsh, S. Kang and G. Bodenhausen (2012). Per...
TOOLS 
• Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ 
• Visual DNA visualdna.com/ 
• MyPersonality mypersonality.org/ 
#NA...
VIDEO 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproducti...
VIDEO 
• Trigger words for neuroticism 
• Focused on customers’ problems, not product 
features 
#NATANDNOTT @THEWEBPSYCH ...
Real people, with real expertise, 
offering genuine advice 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgT...
Don’t hire actors for conversion video 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
All mate...
No one wants to buy things from these people 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
Al...
Authenticity 
> Professionalism 
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM 
philnottingham 
All material ©...
Don’t duplicate the same video 
across multiple pages 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINam...
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Each page must be the canonical result 
for the video embedded on it 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLn...
SECURELY HOST 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised re...
Typically not relevant for a YouTube audience… 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOG...
YouTube can cannibalise rankings in organic search 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCH...
TRANSCRIPTIONS 
Include text transcriptions as page copy: 
• Valuable for users 
• Provides unique and relevant text for p...
This is cheap and easy to do… 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
All material © TH...
VIDEO SITEMAPS 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 
@philnotting...
Split test edits and stylistic adjustments 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST ...
Split test edits and stylistic adjustments 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST ...
Ask for feedback after conversion: 
“What almost prevented you?” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material ©...
2 
Consideration & Advocacy 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
#MININOTNORMAL 
VIDEO 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unautho...
#MININOTNORMAL 
The rest of the world You 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST L...
#MININOTNORMAL 
• Identity 
• Being the outlier 
• Culture 
• In-group 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All mate...
WISTIA 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduct...
WISTIA 
• Aligned with core interest 
• Experts in their field 
• Trusted authority 
• Provide value 
#NATANDNOTT @THEWEBP...
WISTIA 
Key 
influencer 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unaut...
WISTIA 
Key 
influencer 
Relevant 
customer 
Relevant 
customer 
Relevant 
customer 
Relevant 
customer 
#NATANDNOTT @THEW...
ZOOPLA 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduct...
ZOOPLA 
Would love to buy a 
property one day 
Considering possibility 
of buying a property 
Actively looking 
for a prop...
ZOOPLA 
• Distilling complicated concept 
• Reassurance and support 
• Reducing ambiguity / anxiety 
• Forging trust 
#NAT...
HOSTING 
• If you care more about reach – YouTube 
• If you care more about lead gen – Securely Host 
#NATANDNOTT @THEWEBP...
Ensure those embedding your video 
link back to you 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYC...
Implement Facebook OpenGraph 
tags correctly 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIS...
Make use of Twitter Cards 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No una...
3 
Brand aw areness 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
It’s about the story
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Gut reactions are formed in 
>3s 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014....
What works on TV may not work online 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2...
Content needs to be actively watched 
and shared to gain traction
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or d...
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or d...
We share because we care 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unau...
To communicate our identity & information
Strong 
emotions 
triumph
EMOTIONAL TRIGGERS 
Disgust 
Surprise 
Elation 
Awe 
Happiness 
Sadness 
Fear 
VS Apathy 
#NATANDNOTT @THEWEBPSYCH @PHILNO...
SHAREABILITY 
“ Can I predict whether or not my 
video will be shareable? 
” 
- Someone in the audience 
#NATANDNOTT @THEW...
TOOLS & RESOURCES 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorise...
TOOLS & RESOURCES 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorise...
TOOLS & RESOURCES 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorise...
Subverting expectations 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
All material © THE WEB ...
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or d...
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or d...
IDEAS 
“ How can I come up with ideas 
for branding videos? 
” 
- Someone in the audience 
#NATANDNOTT @THEWEBPSYCH @PHILN...
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or d...
Customer insight Competitor insight Product truth 
A lot of customers were actually girls buying for their partner 
#NATAN...
Customer insight Competitor insight Product truth 
Leading competitor focused on unlikely guy getting the girl, but the 
c...
Customer insight Product truth 
Competitor insight 
Old Spice was something your Dad wore. But what do you associate 
with...
YOUR BRAND 
“ Your brand is not what you sell, 
it’s how you sell it 
” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All mat...
“love [your brand]” 
“hate [your brand]” 
“love [your competitor]” 
“hate [your competitor]” 
“love [category]” 
“hate [ca...
Relevant to your 
audience 
> 
Relevant to your 
product 
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM 
philn...
> 
Clicks Keywords 
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM 
philnottingham 
All material © THE WEB PSYC...
WTF?! 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
All material © THE WEB PSYCHOLOGIST LTD. ...
Test adjustments in titles and 
thumbnails before launch 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThI...
Traffic Sources à YouTube Suggested Video 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
All ...
Consider Annotations in pre-production 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD....
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
viralvideochart.unrulymedia.com
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
You need a plan – can be PR driven, 
can be paid distribution drive 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All materia...
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
102,000 Facebook likes, 777 Linking Domains 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction o...
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Start broad with paid seeding, then 
refine based on return 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE ...
Test and iterate with paid promotions for all pieces 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSY...
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or d...
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or d...
Target specific channels and videos 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
All materia...
1 
“ Find out which of your competitors 
have partner status enabled 
” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All mat...
2 
“ Create an ad specifically targeted 
towards their customers 
” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All materia...
3 
“ Choose to only advertise via 
TrueView on their channel 
” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © ...
DON’T ALLOW ADS ON YOUR OWN CHANNEL! 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
All materi...
You only want partner status if you’re trying 
to monetize your content 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No...
Find outreach prospects with competitor analysis 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM...
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or d...
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or d...
OPEN SITE EXPLORER 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthoris...
References 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
REFERENCES 
1 HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/ 
2 J. Hirsh, S. K...
THANK YOU! 
PHIL 
@PhilNottingham 
Distilled.net 
Moz.com 
NATHALIE 
@TheWebPsych 
TheWebPsychologist.com 
InstituteOfWebP...
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material
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