Post on 23-Aug-2014
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THINGS WE TOOKFROM PSYCH LONDON 2014Applying psychological thinking to real world marketing
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2014.CHINWAGPSYCH.COM »
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TO MAKE YOUR CONTENT REALLY PERSUASIVE, YOU NEED TO UNDERSTAND YOUR AUDIENCE’S EMOTIONAL CONTEXT
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PEOPLE DON’T BUY FOR FUNCTIONAL REASONS ANY MORE – THERE’S SIMPLY TOO MUCH CHOICE
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TODAY’S BRANDS ARE UP AGAINST SOME INSANELY CONNECTED INDIVIDUALS IN THE WAR FOR CUSTOMERS’ ATTENTION ONLINE
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WE ARE WIRED TO RID OURSELVES OF MARKETING POLLUTION. !CONTENT MUST BE NOURISHING, NOT POLLUTING.
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TOO MANY BRANDS ARE PAYING MONEY TO MAKE PEOPLE HATE THEM
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THE DEFAULT POSITION OF MANY BRAND STORIES IS: “Let’s talk about me.” !THIS IS THE OPPOSITE OF WHAT WORKS.
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DONE WELL, STORIES CREATE EMOTIONAL JOURNEYS. THEY BUILD BRAND CUES AND ASSOCIATIONS AND MAKE INFORMATION MORE COMPELLING.
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EMOTION IS KEY TO EFFECTIVE STORYTELLING, IT RUBS OFF ON THE BRAND
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THE EASIER IT IS TO THINK OF SOMETHING, THE MORE IMPORTANT YOU’LL THINK IT IS (THIS IS THE AVAILABILITY HEURISTIC)
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THE EASIER SOMETHING IS TO UNDERSTAND, THE MORE CREDIBLE YOU’LL THINK IT IS (THIS IS THE FLUENCY HEURISTIC)
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IF YOU CAN ASSOCIATE YOUR BRAND WITH A CONTEXT, IT WILL BE MORE COMPELLING (THIS IS THE SIMILARITY HEURISTIC)
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YOUR BRAND MUST HAVE A NATURAL ROLE IN THE STORY, IT CAN’T BE SIMPLY TAGGED ON THE END
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THE STORY IS OFTEN MORE IMPORTANT THAN THE TRUTH – IF IT’S MORE INTERESTING (THIS IS TRUTHINESS)
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TRIGGERS TO CREATING PERSUASIVE STORIES – THEY CAN BE: funny, sexy, cruel, spectacular, shocking, illuminating, topical OR controversial
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TO GET PAST THE ‘BOUNCERS IN THE BRAIN’ YOU NEED TO BE SURPRISING, RELEVANT AND EMOTION-DRIVEN
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TOO MANY MARKETERS ARE ‘PLAYING AIR GUITAR’ WITH IDEAS
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60% TO 70% OF LIFTS IN SPLIT TEST RESULTS COME FROM COPY, NOT DESIGN
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THE BRAIN NEEDS A PATTERN TO MAKE SENSE OF INFORMATION (BUT ONCE IT RECOGNISES A PATTERN, IT FINDS IT ALMOST IMPOSSIBLE TO IGNORE)
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PEOPLE ARE MORE HIGHLY VALUED IF THEY HAVE SYMBOLS ATTACHED TO THEM (EG THE PERSON WHO WROTE THE BOOK ON… )
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WE PLAY GAMES WITH OURSELVES TO CREATE INTANGIBLE MEANING THAT CONNECTS US TO OTHERS
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CREATING CONTAGIOUS CONTENT IS ABOUT USING THE POWER OF PERSUASION (NOT COERCION OR REASON)
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WE ARE ALL BASICALLY SUGGESTABLE CREATURES LOOKING FOR ANSWERS
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USE ‘CUE WORDS’ TO PRIME PEOPLE WITH POSITIVE EMOTIONAL TERMS AND ASSOCIATIONS
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PERSONAS ARE SIMPLY FRAMEWORKS FOR UNDERSTANDING BEHAVIOUR AND FINDING COMMON ELEMENTS/THEMES ACROSS DIFFERENT CUSTOMER GROUPS
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TRADITIONAL PERSONAS ARE NOT VERY ACTIONABLE – THEY DON’T TELL YOU HOW TO INCREASE CONVERSIONS
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TOO OFTEN, MARKETERS SET PERSONAS IN STONE AND FAIL TO UPDATE THEM BASED ON REAL-WORLD INFORMATION
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LOOK TO UNDERSTAND YOUR CUSTOMER’S EMOTIONAL STATE AND WRITE TO THAT
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BE SPECIFIC ABOUT THE EMOTION YOU WANT TO ELICIT
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MOTIVATION IS THE UNCONSCIOUS PLAYED OUT ON THE WORLD OF THE CONSCIOUS
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WE PERSUADE OURSELVES OF THINGS THAT SUPPORT OUR EGO, IDENTIFYING WITH STORIES OF HOW WE SEE OURSELVES (OR WOULD LIKE TO)
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WITH ‘SLOW’ THINKING SYSTEMS, YOU NEED TO WAKE THEM UP WITH A JOLT
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WITH ‘FAST’ THINKING SYSTEMS, YOU NEED TO OFFER OPTIONS AND CONTROL
Thanks to the speakers and organisers:
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Ed Weatherall | Visual DNA Mark Adams | The Audience Sarah Walker | Millward Brown Mark Borkowski | Borkowski.do Brian Massey | Conversion Sciences Craig Sullivan | Optimal Visit André Morys | Web Arts Leigh Caldwell | The Irrational Agency Paul Marsden | Unique Digital Stephen Pavlovich | Conversion Factory Nathalie Nahai | Web Psychologist Aaron Balick | Mindswork Bart Schutz | Wheel of Persuasion !Organiser: Chinwag (chinwag.com)
RIDDING THE WORLD OF CRAPPY B2B CONTENT (ONE BRAND AT A TIME)
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