Nathalie Nahai - The secret psychology of persuasive copy (Conversion Conference)

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST bit.ly/persuasive_copy

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST INTRODUCTION

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HELLO! @NathalieNahai TheWebPsychologist.com HumaniseTheWeb.com Nathalie Nahai

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY I coined the term ‘Web Psychology’ in 2011 and defined it as…

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” WEB PSYCHOLOGY The empirical study of how our online environments influence our attitudes and behaviours

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW IT HELPS YOU Provides a psychological toolkit to help design more persuasive websites, apps, and user experiences

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @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

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because:

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because: 1  Too much competition

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because: 1  Too much competition 2  Limited attention & time

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because: 1  Too much competition 2  Limited attention & time 3  Shift in upcoming generations’ motivations

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Understand your customers and be the best at giving them what they want

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT HOW?

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KNOW WHO YOU’RE TARGETING 1

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. YOU PROBABLY KNOW… •  Age •  Gender •  Location •  Device •  Browser & OS

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT Basic analytics & demographics aren’t enough

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DIG DEEPER You have to understand why your customers are behaving the way they are

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” PSYCHOGRAPHICS Oxford Dictionaries, 2015 Study and classification of people according to their attitudes, aspirations, and other psychological criteria

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” PERSONALITY MATTERS Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581. Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… A high degree of intellectual curiosity, creativity and a preference for novelty and variety?

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Organised, dependable, self-disciplined and dutiful? Do you prefer to plan and aim for achievement?

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others?

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness 3  Agreeableness Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Energetic, positive, assertive and sociable? Do you tend to seek stimulation in the company of others?

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness 3  Agreeableness 4  Extraversion Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability?

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness 3  Agreeableness 4  Extraversion 5  Neuroticism Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There are many ways we make decision-making easier for ourselves

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SOCIAL NORMS Socially shared and enforced attitudes specifying what to do and what not to do in a given situation Prentice, D. A. (2012). The psychology of social norms and the promotion of human rights (pp. 23-46). Oxford University Press, USA.

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC Mental shortcut that eases the cognitive load of making a decision

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 1 anchoring Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. science, 185(4157), 1124-1131. The first piece of information offered (the ‘anchor’) influences the rest of our decision

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXPERIMENT Think of a country beginning with the letter ‘U’ 2

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. YOU COULD HAVE CHOSEN •  United Arab Emirates •  U.K. •  Ukraine •  USA •  Uzbekistan 22

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 2 availability Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive psychology, 5(2), 207-232. When evaluating a decision, we rely on the immediate ‘available’ examples that come to mind

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 2 availability ‘Sticky’ copy is key to leveraging this principle and increasing brand salience

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 3 peak end rule Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological science, 4(6), 401-405. We judge experiences based on how they were at their peak and at their end, rather than the total sum or average of every moment of the experience

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 3 peak end rule Even simple copy that acknowledges an interaction can create a positive peak end experience

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Who does this appeal to?

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION Strong Outgoing Active Excitement Attention Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581.

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPENNESS Innovation Intelligence Sophistication Imagination Creative Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581.

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NEUROTICISM Safe Reduce the anxiety Uncertainty Security Protection Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581.

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEYWORDS Specific words engage specific traits

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALISE Know the psychography of your audience and adapt your messages accordingly

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS •  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP •  Visual DNA visualdna.com •  MyPersonality mypersonality.org

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEADLINES What do you notice about the words in these headlines?

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER They all use psychological trigger words

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Bizarre Strange Mystery Effortless Painstaking Secret Free Creepy Amazing Absolute Essential Incredible (It’s not what you think)

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled:

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: “How to fry an egg”

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: “How to fry an egg” “Why I love frying eggs”

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock”

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled:

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject: Home Insurance You could write an article entitled: “Why you should insure your home”

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @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”

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “3 bizarre ways our bespoke insurance could save your life”

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ISN’T THIS JUST CLICKBAIT?

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” ASK YOURSELF What are the tangible benefits my customers will get from this content?

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST Lack of trust is one of the biggest impediments to successful ecommerce

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. VALUES One way to establish trust is to anchor yourself in your values & express them business-wide

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” VALUES Oyserman, D. (2001). Values: Psychological Perspectives. International Encyclopedia of the Social & Behavioral Sciences, pp. 16150–16153. Priorities, internal compasses or springboards for action

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” VALUES The subjective judgments that help us ascertain how important something is to us relative to something else

All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. GEN Y More than 81% of millennials expect companies to make a public commitment to good corporate citizenship http://www.forbes.com/sites/larissafaw/2014/05/22/millennials-expect-more-than-good-products-services-to-win-their-loyalty/

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT There’s another key element to consider…

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All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REFERENCES Degree Deodorant Men (2014) http://www.degreedeodorant.com/en/men/ AXE (2012) https://www.youtube.com/watch?v=_tGLIEuud3A Salon (2015) http://www.salon.com/ PsyBlog (2015) http://www.spring.org.uk/ 3-word phrases with most FB shares in Buzzfeed Article titles (2015) http://minimaxir.com/2015/01/linkbait/ Humanise The Web (2015) http://humanisetheweb.com/tickets/ Bathstore (2015) http://www.bathstore.com/ Social Examiner (2015) http://www.socialmediaexaminer.com/thank-you/ HubSpot Unsubscribe Video (2013) https://www.youtube.com/watch?v=Lt8p0_Cp76c Kiva.org (2015) http://www.kiva.org/ Tom’s Shoes (2015) http://www.toms.co.uk/ MetLife Insurance: My father lies, what about yours? (2015) https://www.youtube.com/watch?v=Y1eYebq3nWs

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