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