Psych London 2014

THINGS WE TOOKFROM PSYCH LONDON 2014Applying psychological thinking to real world marketing

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TO MAKE YOUR CONTENT REALLY PERSUASIVE, YOU NEED TO UNDERSTAND YOUR AUDIENCE’S EMOTIONAL CONTEXT



PEOPLE DON’T BUY FOR FUNCTIONAL REASONS ANY MORE – THERE’S SIMPLY TOO MUCH CHOICE



THE FIRST BANNER AD GOT OVER 70% CLICKTHROUGH



PEOPLE OFTEN JUST DON’T KNOW WHAT THEY WANT



TODAY’S BRANDS ARE UP AGAINST SOME INSANELY CONNECTED INDIVIDUALS IN THE WAR FOR CUSTOMERS’ ATTENTION ONLINE



WE ARE WIRED TO RID OURSELVES OF MARKETING POLLUTION. !CONTENT MUST BE NOURISHING, NOT POLLUTING.



TOO MANY BRANDS ARE PAYING MONEY TO MAKE PEOPLE HATE THEM



START WITH CONTENT, NOT PLATFORMS



THE DEFAULT POSITION OF MANY BRAND STORIES IS: “Let’s talk about me.” !THIS IS THE OPPOSITE OF WHAT WORKS.



DONE WELL, STORIES CREATE EMOTIONAL JOURNEYS. THEY BUILD BRAND CUES AND ASSOCIATIONS AND MAKE INFORMATION MORE COMPELLING.



EMOTION IS KEY TO EFFECTIVE STORYTELLING, IT RUBS OFF ON THE BRAND



THE EASIER IT IS TO THINK OF SOMETHING, THE MORE IMPORTANT YOU’LL THINK IT IS (THIS IS THE AVAILABILITY HEURISTIC)



THE EASIER SOMETHING IS TO UNDERSTAND, THE MORE CREDIBLE YOU’LL THINK IT IS (THIS IS THE FLUENCY HEURISTIC)



IF YOU CAN ASSOCIATE YOUR BRAND WITH A CONTEXT, IT WILL BE MORE COMPELLING (THIS IS THE SIMILARITY HEURISTIC)



YOUR BRAND MUST HAVE A NATURAL ROLE IN THE STORY, IT CAN’T BE SIMPLY TAGGED ON THE END



THE STORY IS OFTEN MORE IMPORTANT THAN THE TRUTH – IF IT’S MORE INTERESTING (THIS IS TRUTHINESS)



TRIGGERS TO CREATING PERSUASIVE STORIES – THEY CAN BE: funny, sexy, cruel, spectacular, shocking, illuminating, topical OR controversial



TO GET PAST THE ‘BOUNCERS IN THE BRAIN’ YOU NEED TO BE SURPRISING, RELEVANT AND EMOTION-DRIVEN



TOO MANY MARKETERS ARE ‘PLAYING AIR GUITAR’ WITH IDEAS



60% TO 70% OF LIFTS IN SPLIT TEST RESULTS COME FROM COPY, NOT DESIGN



MAKE TESTING EASY TO DO AND DO IT OFTEN



THE BRAIN NEEDS A PATTERN TO MAKE SENSE OF INFORMATION (BUT ONCE IT RECOGNISES A PATTERN, IT FINDS IT ALMOST IMPOSSIBLE TO IGNORE)



PEOPLE DON’T KNOW WHAT THEY DON’T KNOW



PEOPLE ARE MORE HIGHLY VALUED IF THEY HAVE SYMBOLS ATTACHED TO THEM (EG THE PERSON WHO WROTE THE BOOK ON… )



WE PLAY GAMES WITH OURSELVES TO CREATE INTANGIBLE MEANING THAT CONNECTS US TO OTHERS



CREATING CONTAGIOUS CONTENT IS ABOUT USING THE POWER OF PERSUASION (NOT COERCION OR REASON)



WE ARE ALL BASICALLY SUGGESTABLE CREATURES LOOKING FOR ANSWERS



USE ‘CUE WORDS’ TO PRIME PEOPLE WITH POSITIVE EMOTIONAL TERMS AND ASSOCIATIONS



PERSONAS ARE SIMPLY FRAMEWORKS FOR UNDERSTANDING BEHAVIOUR AND FINDING COMMON ELEMENTS/THEMES ACROSS DIFFERENT CUSTOMER GROUPS



TRADITIONAL PERSONAS ARE NOT VERY ACTIONABLE – THEY DON’T TELL YOU HOW TO INCREASE CONVERSIONS



TOO OFTEN, MARKETERS SET PERSONAS IN STONE AND FAIL TO UPDATE THEM BASED ON REAL-WORLD INFORMATION



LOOK TO UNDERSTAND YOUR CUSTOMER’S EMOTIONAL STATE AND WRITE TO THAT



BE SPECIFIC ABOUT THE EMOTION YOU WANT TO ELICIT



MOTIVATION IS THE UNCONSCIOUS PLAYED OUT ON THE WORLD OF THE CONSCIOUS



WE PERSUADE OURSELVES OF THINGS THAT SUPPORT OUR EGO, IDENTIFYING WITH STORIES OF HOW WE SEE OURSELVES (OR WOULD LIKE TO)



WITH ‘SLOW’ THINKING SYSTEMS, YOU NEED TO WAKE THEM UP WITH A JOLT



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)


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RIDDING THE WORLD OF CRAPPY B2B CONTENT (ONE BRAND AT A TIME)

Considered Content is an outbound content marketing agency focused on B2B and technology companies. We do three things really well:

Whether you need to drive leads or accelerate sales, we can help. Check out consideredcontent.com to learn more or contact us at [email protected].

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Marketing

Psych London 2014