The power of persuasion & motivation - Microsoft Ventures Academy

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This presentation that focuses on the psychology of marketing was presented in the Microsoft Ventures Academy.

Technology Business

The power of persuasion & motivation
Making psychology your marketing tool
Tally Netzer
Marketer & Coach
tally@loft107.com

Nikola Tesla

Over 700 patents

(1856 to 1943)

1. Alternating Current
2. Light
3. X-rays
4. Radio
5. Remote Control
6. Electric Motor
7. Robotics
8. Laser
9 and 10. Wireless
Communications and
Limitless Free Energy

“It’s a sad, sad story.
The inventor (Tesla) couldn’t
commercialize anything.
He could barely fund his own
research.”

Larry Page, Google’s co-founder

There is more than
one approach to
marketing

In marketing (like in life)
effective starts with understanding

That’s why we are here
Agenda
– A bit about the brain
– Motivation & persuasion
• What works
• Why it works
• How to’s & examples

• 2 systems

“Thinking fast & slow” - Dr.Daniel Kahneman, 2002 Nobel Laureate

Instincts

Food
Sex
Danger

Hello
Gorgeous

Test Drive - loss aversion in marketing
30 Day Free Trial
Try our premium version

Hold xx in your hands…..
Imagine xx in your house….
Try it on….

Rewards
Pavlov started.
Skinner continued.

New behavior

Ongoing behavior

Constant rewards

Variable reward
schedule

Translated to marketing
Gaming: Make it easy to win at first. Harder as it
goes along.
Constant rewards:
10th cup free
Variable schedule:
random praise

“You will either step forward into growth or you
will step back into safety.” (Abraham Maslow)

Practically speaking:
are you a chocoholic
A chocoholic is a person
who loves chocolate.

Authority

•
•
•
•
•
•
•

Professors
Doctors
Analysts
Media
Bloggers
Leaders
Influencers

Liking

Familiarity – I know you
Similarity – I’m like you
Attractive – I like to like

Social media
a friend told me

Cold calls /
emails
I got your name
from…
get introduced

Emails
be known

Dress for Success

Hint: Attractive & Similar

•
•
•
•
•

Give away’s
How about a drink?
Information
Holiday cards
I’m thinking of you...

Pain Points

Share the pain
Tell me a story

Thank You

Tally Netzer | tally@loft107.com

“My brain is only a receiver. In the Universe there is a core from
which we obtain knowledge, strength, inspiration.” -Nikola Tesla

Some of the Sources
• How to Get People to Do Stuff - Susan
Weinschenk, 2013
• Influence - Robert Cialdini, 1984
• Thinking Fast & Slow - Daniel Kahneman, 2002
• Predictably Irrational – Dan Ariely

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The power of persuasion & motivation - Microsoft Ventures Academy

1. The power of persuasion & motivation Making psychology your marketing tool Tally Netzer Marketer & Coach tally@loft107.com

3. Nikola Tesla Over 700 patents (1856 to 1943) 1. Alternating Current 2. Light 3. X-rays 4. Radio 5. Remote Control 6. Electric Motor 7. Robotics 8. Laser 9 and 10. Wireless Communications and Limitless Free Energy

4. “It’s a sad, sad story. The inventor (Tesla) couldn’t commercialize anything. He could barely fund his own research.” Larry Page, Google’s co-founder

5. There is more than one approach to marketing

6. In marketing (like in life) effective starts with understanding

7. That’s why we are here Agenda – A bit about the brain – Motivation & persuasion • What works • Why it works • How to’s & examples

9. • 2 systems “Thinking fast & slow” - Dr.Daniel Kahneman, 2002 Nobel Laureate

10. Instincts Food Sex Danger Hello Gorgeous

11. Fear Grabs Our Attention

12. Are you safe? Cyber security

13. Did you cover everything? QA & testing

14. Other Variations of Fear

15. Loss Aversion

16.

17. Test Drive - loss aversion in marketing 30 Day Free Trial Try our premium version Hold xx in your hands….. Imagine xx in your house…. Try it on….

18. Scarcity

19. Learn from the masters - KickStarter

20. Food & Sex

21. Rewards Pavlov started. Skinner continued.

22. New behavior Ongoing behavior Constant rewards Variable reward schedule

23. Translated to marketing Gaming: Make it easy to win at first. Harder as it goes along. Constant rewards: 10th cup free Variable schedule: random praise

24. Evolution Our brain size x 3

25. Complex Social Relationships

26. “You will either step forward into growth or you will step back into safety.” (Abraham Maslow)

27. The Need to Belong

28. Practically speaking: are you a chocoholic A chocoholic is a person who loves chocolate.

29. Social Proof - Everyone is doing it

30.

31. Breaking the Paradigm

32. YOU BECAUSE

33. Authority • • • • • • • Professors Doctors Analysts Media Bloggers Leaders Influencers

34. Liking Familiarity – I know you Similarity – I’m like you Attractive – I like to like

35. Social media a friend told me Cold calls / emails I got your name from… get introduced Emails be known

36. Dress for Success Hint: Attractive & Similar

37. A marketing lesson from the Krishna

38. Reciprocity

39. • • • • • Give away’s How about a drink? Information Holiday cards I’m thinking of you...

40. The incredible power of stories

41. Consistency

42. Pain Points Share the pain Tell me a story

43. Connect & change the path

44.

45. Thank You Tally Netzer | tally@loft107.com

46. “My brain is only a receiver. In the Universe there is a core from which we obtain knowledge, strength, inspiration.” -Nikola Tesla

47. Some of the Sources • How to Get People to Do Stuff - Susan Weinschenk, 2013 • Influence - Robert Cialdini, 1984 • Thinking Fast & Slow - Daniel Kahneman, 2002 • Predictably Irrational – Dan Ariely

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