More Related Content Similar to Nathalie Nahai - The secret psychology of persuasive copy (Conversion Conference) (20) More from Nathalie Nahai (10) Nathalie Nahai - The secret psychology of persuasive copy (Conversion Conference)1. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
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THE SECRET
PSYCHOLOGY
PERSUASIVE COPY
of
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1 Introduction
2 Persuasive copy
3 Engaging images
4 Viral videos
5 Key takeaways
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
bit.ly/persuasive_copy
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1 Introduction
2 Persuasive copy
3 Engaging images
4 Viral videos
5 Key takeaways
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
INTRODUCTION
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HELLO!
@NathalieNahai
TheWebPsychologist.com
HumaniseTheWeb.com
Nathalie Nahai
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WEB PSYCHOLOGY
I coined the term ‘Web Psychology’
in 2011 and defined it as…
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“ ”
WEB PSYCHOLOGY
The empirical study of how
our online environments influence
our attitudes and behaviours
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HOW IT HELPS YOU
Provides a psychological toolkit
to help design more persuasive websites,
apps, and user experiences
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WEBPSYCHOLOGY
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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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THE PROBLEM
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IT’S THREEFOLD
Your message isn’t getting heard because:
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IT’S THREEFOLD
Your message isn’t getting heard because:
1 Too much competition
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IT’S THREEFOLD
Your message isn’t getting heard because:
1 Too much competition
2 Limited attention & time
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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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THE SOLUTION
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Understand your customers and
be the best at giving them what they want
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BUT HOW?
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KNOW WHO YOU’RE
TARGETING
1
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YOU PROBABLY KNOW…
• Age
• Gender
• Location
• Device
• Browser & OS
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BUT
Basic analytics & demographics aren’t enough
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DIG DEEPER
You have to understand why your customers
are behaving the way they are
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PERSONALITY
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“ ”
PSYCHOGRAPHICS
Oxford Dictionaries, 2015
Study and classification of people
according to their attitudes, aspirations,
and other psychological criteria
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“ ”
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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THE BIG 5
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QUICK QUIZ
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DO YOU HAVE…
A high degree of intellectual
curiosity, creativity and a preference
for novelty and variety?
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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.
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ARE YOU…
Organised, dependable, self-disciplined
and dutiful? Do you prefer to plan
and aim for achievement?
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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.
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DO YOU HAVE…
The tendency to be compassionate
and cooperative rather than suspicious
and antagonistic towards others?
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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.
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ARE YOU…
Energetic, positive, assertive and sociable?
Do you tend to seek stimulation in the
company of others?
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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.
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DO YOU HAVE…
The tendency to experience unpleasant
emotions easily, such as anger, anxiety,
depression, and vulnerability?
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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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HIDDEN DRIVERS
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There are many ways we make
decision-making easier for ourselves
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SOCIAL NORMS
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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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PSYCHOLOGICAL HEURISTICS
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HEURISTIC
Mental shortcut that eases the
cognitive load of making a decision
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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
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EXPERIMENT
Think of a country beginning with the letter ‘U’
2
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EXPERIMENT
2
What is it?
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2
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YOU COULD HAVE CHOSEN
• United Arab Emirates
• U.K.
• Ukraine
• USA
• Uzbekistan
22
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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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QUICK QUIZ
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GUESS THE BRAND
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2
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2
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2
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2
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2
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2
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HEURISTIC
2
availability
‘Sticky’ copy is key to leveraging this
principle and increasing brand salience
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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
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3
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3
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3
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HEURISTIC
3
peak end rule
Even simple copy that acknowledges an interaction
can create a positive peak end experience
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COMMUNICATE
PERSUASIVELY
2
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PERSONALITY BASED KEYWORDS
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QUICK QUIZ
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Who does this appeal to?
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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.
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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.
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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.
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KEYWORDS
Specific words engage specific traits
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PERSONALISE
Know the psychography of
your audience and adapt your
messages accordingly
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TOOLS
• Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP
• Visual DNA visualdna.com
• MyPersonality mypersonality.org
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TRIGGERS & HEADLINES
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HEADLINES
What do you notice about the
words in these headlines?
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TRIGGER
They all use psychological trigger words
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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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HOW TO PUT IT TOGETHER?
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FORMULA
You can use this approach
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Number / Trigger word
+
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Number / Trigger word
Adjective
+
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Number / Trigger word
Adjective
Keyword
+
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Number / Trigger word
Adjective
Keyword
Promise
+
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Number / Trigger word
Adjective
Keyword
Promise
KILLER HEADLINE
+
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EXAMPLE
Subject:
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EXAMPLE
Subject: Frying eggs
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
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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”
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OR APPLY THE FORMULA:
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
promise
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SO, FOR ‘BORING’ INDUSTRIES…
Subject:
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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
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SO, FOR ‘BORING’ INDUSTRIES…
Subject: Home Insurance
You could write an article entitled:
“Why you should insure your home”
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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”
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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number
trigger word
adjective
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OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number adjective
keywordtrigger word
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
OR APPLY THE FORMULA:
“3 bizarre ways our bespoke insurance could save your life”
number adjective
keyword
promise
trigger word
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#CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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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
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“ ”
ASK YOURSELF
What are the tangible benefits my
customers will get from this content?
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SELL WITH INTEGRITY
3
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TRUST
Lack of trust is one of the biggest
impediments to successful ecommerce
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VALUES
One way to establish trust is to anchor yourself
in your values & express them business-wide
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“ ”
VALUES
Oyserman, D. (2001). Values: Psychological Perspectives. International Encyclopedia of the Social & Behavioral Sciences, pp. 16150–16153.
Priorities, internal compasses or
springboards for action
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“ ”
VALUES
The subjective judgments that help
us ascertain how important something is
to us relative to something else
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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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GEN Y
• Values-based brands & messages
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GEN Y
• Values-based brands & messages
• From CSR to ethical business models
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GEN Y
• Values-based brands & messages
• From CSR to ethical business models
• Identity & lifestyle brands
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“ ”
B CORP
A new type of corporation which uses the
power of business to solve social and
environmental problems
http://www.bcorporation.net/
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FINANCE
“Loans that change lives”
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FASHION
“Buy one give one"
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INSURANCE
Using values to create emotional arousal
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BUT
There’s another key element to consider…
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WHO ARE YOU
DESIGNING FOR?
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WE ARE THE USER
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WHERE DO YOU SIT?
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WHERE DO YOU SIT?
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WHERE DO YOU SIT?
Facilitation
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WHERE DO YOU SIT?
Facilitation Coercion
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WHERE DO YOU SIT?
Facilitation
persuasion
Coercion
manipulation
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“ ”
THE SILVER RULE
Do not do unto others what you
would not have them do unto you
Hillel the Elder in Talmud: Shabbat 31a
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HOWEVER
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ACCOUNTABILITY
• Good intentions aren’t enough
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ACCOUNTABILITY
• Good intentions aren’t enough
• We all need a system of checks & balances
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ACCOUNTABILITY
• Good intentions aren’t enough
• We all need a system of checks & balances
• Quality assurance is key
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As CROs, designers and developers…
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ARCHITECTS & USERS
you are both the
of our future web
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WHAT KIND OF WORLD
do we want to build?
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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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THANK YOU!
@NathalieNahai
TheWebPsychologist.com
HumaniseTheWeb.com
Nathalie Nahai