If your content needs a jolt of life, web psychologist Nathalie Nahai will show you how to apply targeted psychological techniques to design more engaging images, killer headlines, and videos that are more likely to go viral.

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#MozCon
Nathalie Nahai - The Web Psychologist
The Psychology of Persuasive
Content for "Boring" Industries
@TheWebPsych - hello@thewebpsychologist.com

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WHAT IS A ‘BORING’ INDUSTRY?!
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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WHAT IS A ‘BORING’ INDUSTRY?!
• Banking
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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WHAT IS A ‘BORING’ INDUSTRY?!
• Banking
• Insurance
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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WHAT IS A ‘BORING’ INDUSTRY?!
• Banking
• Insurance
• Plumbing
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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1 Persuasive copy
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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1 Persuasive copy
2 Engaging images
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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1 Persuasive copy
2 Engaging images
3 Viral videos
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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1
Persuasive copy

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A GOLDEN RATIO?
80:20@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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“ ”
Would this make me want to read on?
ASK YOURSELF
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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SEDUCTIVE HEADLINES
Whatever industry you’re in, to get
people to read your copy,
you need a hook…
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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9 steps
PERSUASIVE HEADLINES
to

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1
Understand your target
audience

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PERSONALITY MATTERS
“ ”
Adapting persuasive messages to
the personality traits… can be an
effective way of increasing the
messages’ impact
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits.
Psychological Science published online 30 April 2012
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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EXTRAVERSION
Strong
Outgoing
Active
Excitement
Attention
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits.
Psychological Science published online 30 April 2012
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OPENNESS
Innovation
Intelligence
Sophistication
Imagination
Creative
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits.
Psychological Science published online 30 April 2012
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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NEUROTICISM
Safe
Reduce the anxiety
Uncertainty
Security
Protection
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits.
Psychological Science published online 30 April 2012
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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TOOLS
• Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
• Visual DNA visualdna.com/
• MyPersonality mypersonality.org/
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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2
Write to one person

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PERSONA(S)
Give each segment a psychologically
representative persona
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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PERSONA(S)
• Age
• Gender
• Personality traits (Big 5)
• Culture (country / peer group)
• Motivation (intrinsic / extrinsic)
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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3
Write outline of copy first,
then the headline

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CONSISTENCY
This will ensure you distill the content into
a headline that can deliver
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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4
Use psychological
trigger words

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TRIGGER WORDS
Weird
Bizarre
Strange
Mystery
Effortless
Painstaking
Fun
Free
Secret
Amazing
Absolute
Essential
Incredible
(It’s not what
you think)
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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5
Write several different
headlines - read them aloud

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READING vs SPEAKING
We write differently than we speak –
reading headlines aloud will give you a
fresh, new perspective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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6
Pick no.1 benefit & include it
in the headlines

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7
Include the product or
problem in the headlines

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8
Write a totally left-field
headline – yes, seriously

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9
Split test your headlines,
use the most effective

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TEST IT!
Even if you have a small readership, you
can test what customers will respond to by
split-testing emails, articles, web pages
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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The formula

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Number / Trigger word
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Number / Trigger word
Adjective
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Number / Trigger word
Adjective
Keyword
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Number / Trigger word
Adjective
Keyword
Promise
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Number / Trigger word
Adjective
Keyword
Promise
KILLER HEADLINE
+
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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EXAMPLE
Subject:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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EXAMPLE
Subject: Frying eggs
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
- “How to fry an egg”
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
- “How to fry an egg”
- “Why I love frying eggs”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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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
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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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
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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SO, FOR ‘BORING’ INDUSTRIES…
Subject:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
- “Why you should insure your home”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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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”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
adjective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word keyword
adjective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
promise
keyword
adjective
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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… ISN’T THIS
JUST CLICKBAIT?

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ONLY IF…
“ ”
You’re not offering value, or if you’re
promising more than you can deliver
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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ASK YOURSELF
“ ”
What are the tangible benefits my
customers will get from this content?
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Which is why
This works…

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Engaging images
2

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They’re instant, data-rich, and
visually compelling
IMAGES SEDUCE
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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YOUR IMAGES SHOULD
1 Elicit emotion
- anger, fear, happiness, disgust, surprise, sadness
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EMOTIONS
“ ”
Where thought conflicts with emotion,
the latter is designed by the neural
circuitry in our brains to win
R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press.
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http://www.boredpanda.com/first-world-problems-twitter/
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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http://www.boredpanda.com/first-world-problems-twitter/
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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http://global3.memecdn.com/one-does-not-simply_o_204186.jpg
http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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YOUR IMAGES SHOULD
1 Elicit emotion
- anger, fear, happiness, disgust, surprise, sadness
2 Tell a story
- contrast & concrete
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Mohawk for Standard Life - ‘Potential. Delivered.’
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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YOUR IMAGES SHOULD
1 Elicit emotion
- anger, fear, happiness, disgust, surprise, sadness
2 Tell a story
- contrast & concrete
3 Create a curiosity gap
- Gestalt – desire to ‘close the loop’
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Viral videos
3

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BOOST SHAREABILITY
1 Use nostalgia
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Internet Explorer – ‘Child Of The 90s’ (2013) http://www.youtube.com/watch?v=qkM6RJf15cg
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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BOOST SHAREABILITY
1 Use nostalgia
2 Mirror your audience
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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BOOST SHAREABILITY
1 Use nostalgia
2 Mirror your audience
3 Make it funny
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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BOOST SHAREABILITY
1 Use nostalgia
2 Mirror your audience
3 Make it funny
4 Surprise them
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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BOOST SHAREABILITY
1 Use nostalgia
2 Mirror your audience
3 Make it funny
4 Surprise them
5 Move them
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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Key takeaways

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KEY TAKEAWAYS
To create persuasive content you have to:
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KEY TAKEAWAYS
To create persuasive content you have to:
1 Understand your audience(s)
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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KEY TAKEAWAYS
To create persuasive content you have to:
1 Understand your audience(s)
2 Engage them emotionally
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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KEY TAKEAWAYS
To create persuasive content you have to:
1 Understand your audience(s)
2 Engage them emotionally
3 Use psychological triggers
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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REFERENCES
1 HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
2 J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online
30 April 2012.
3 Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
4 Visual DNA visualdna.com/
5 MyPersonality mypersonality.org/
6 HBR (27th June 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
7 Optimizely (2014) https://www.optimizely.com/
8 Upworthy (21st November 2013) http://www.upworthy.com/the-dalai-lama-has-some-very-uplifting-and-wise-words-about-farting
9 LinkedIn (June 30th 2014) https://www.linkedin.com/today/post/article/20140630120036-20017018-10-things-only-exceptional-bosses-give-employees
10 Buzzfeed (June 26th 2014) http://www.buzzfeed.com/lukebailey/london-prices
11 First World Problems: http://www.boredpanda.com/first-world-problems-twitter/
12 http://global3.memecdn.com/one-does-not-simply_o_204186.jpg
13 http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg
14 Know More (Washington Post): http://knowmore.washingtonpost.com/
15 Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever
16 Mohawk for Standard Life - ‘Potential. Delivered.’
17 Buzzfeed (26th June 2014) http://www.buzzfeed.com/lukebailey/london-prices
18 Buzzfeed (15th Nov 2013) http://www.buzzfeed.com/bobbymiller/things-kids-do-thatd-be-creepy-if-an-adult-did-them
19 Internet Explorer – ‘Child Of The 90s’ (2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg
20 DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/
21 Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ
22 Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc
23 Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs
@THEWEBPSYCHTHE WEB PSYCHOLOGIST

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#MozCon
Nathalie Nahai • The Web Psychologist
@TheWebPsych • hello@thewebpsychologist.com