Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secret psychology behind persuasive content"

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

THE SECRET PSYCHOLOGY BEHIND

PERSUASIVE CONTENT


1  INTRODUCTION

2  PERSUASIVE COPY

3  ENGAGING IMAGES

4  VIRAL VIDEOS

5  KEY TAKEAWAYS

@THEWEBPSYCH #WEBPSYCHOLOGY


1  INTRODUCTION



4  VIRAL VIDEOS

5  KEY TAKEAWAYS



1  INTRODUCTION



4  VIRAL VIDEOS

5  KEY TAKEAWAYS



1  INTRODUCTION



4  VIRAL VIDEOS

5  KEY TAKEAWAYS



1  INTRODUCTION



4  VIRAL VIDEOS

5  KEY TAKEAWAYS



FIRST… AN INTRODUCTION



WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION

Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA




WEB PSYCHOLOGY

[ ] I coined the term ‘Web Psychology’

in 2011 and defined it as…



WEB PSYCHOLOGY

The empirical study of how online environments influence our attitudes and behaviours

“ ” @THEWEBPSYCH #WEBPSYCHOLOGY


WEB PSYCHOLOGY

HCI

neuro- aesthetics

user experience

social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics



IT’S ABOUT CONTEXT

PSYCHOLOGY INDIVIDUAL CULTURAL



3 SECRETS TO ONLINE SUCCESS



1  KNOW WHO YOU’RE TARGETING

2  COMMUNICATE PERSUASIVELY

3  SELL WITH INTEGRITY













2 PERSUASIVE COPY



GOLDEN RATIO

80:20


ASK YOURSELF

Would this make me want to read on?

“ ” @THEWEBPSYCH #WEBPSYCHOLOGY



SEDUCTIVE HEADLINES

To get people to read your copy,

you need a hook… [ ]


9 STEPS TO

PERSUASIVE HEADLINES


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!










8  WRITE A TOTALLY WACKY HEADLINE!

9  SPLIT-TEST YOUR HEADLINES



TRIGGER WORDS

SECRET

AMAZING

ABSOLUTE

ESSENTIAL

INCREDIBLE

(IT’S NOT WHAT YOU THINK)

FREE

WEIRD

BIZARRE

STRANGE

MYSTERY

EFFORTLESS

PAINSTAKING

FUN



CASE STUDY





BE AUDACIOUS

1  PROMISE YOUR READER SOMETHING VALUABLE



BE AUDACIOUS


2  DARE THEM TO READ YOUR ARTICLE



BE AUDACIOUS



3  BE BOLD



BE AUDACIOUS



3  BE BOLD

4  SEDUCTIVE



BE AUDACIOUS



3  BE BOLD

4  SEDUCTIVE

5  PROVOCATIVE



BE AUDACIOUS



3  BE BOLD

4  SEDUCTIVE

5  PROVOCATIVE

6  MAKE SURE YOU CAN DELIVER



THE FORMULA


NUMBER / TRIGGER WORD

+




ADJECTIVE

+




ADJECTIVE

KEYWORD

+




ADJECTIVE

KEYWORD

PROMISE

+




ADJECTIVE

KEYWORD

PROMISE

KILLER HEADLINE

+



EXAMPLE

SUBJECT: FRYING EGGS

YOU COULD WRITE AN ARTICLE ENTITLED: “HOW TO FRY AN EGG” / “WHY I LOVE FRYING EGGS”



OR APPLY THE FORMULA:

“13 UNBELIEVABLE WAYS YOU CAN FRY A SMALL EGG WITH A SOCK”

number

trigger word

adjective

keyword

promise



WHICH IS WHY THIS

WORKS…



3 ENGAGING IMAGES



IMAGES SEDUCE

They’re instant, data-rich,

and visually compelling [ ]


YOUR IMAGES SHOULD

1  ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS




h"p://www.boredpanda.com/first-‐world-‐problems-‐twi"er/



h"p://www.boredpanda.com/first-‐world-‐problems-‐twi"er/


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



YOUR IMAGES SHOULD


2  TELL A STORY





YOUR IMAGES SHOULD


2  TELL A STORY

3  CREATE A CURIOSITY GAP






4 VIRAL VIDEOS


BOOST SHAREABILITY

1  USE NOSTALGIA





BOOST SHAREABILITY

1  USE NOSTALGIA

2  MIRROR YOUR AUDIENCE





BOOST SHAREABILITY

1  USE NOSTALGIA

2  MIRROR YOUR AUDIENCE

3  MAKE IT FUNNY





5 KEY TAKEAWAYS


KEY TAKEAWAYS

WHETHER YOU’RE WRITING COPY, SELECTING IMAGES OR DESIGNING VIDEOS, MAKE SURE YOU:




KEY TAKEAWAYS



2  USE WEB PSYCHOLOGY TO OPTIMISE YOUR PROCESS



KEY TAKEAWAYS



2  USE WEB PSYCHOLOGY TO OPTIMISE YOUR PROCESS

3  ELICIT EMOTIONS IN YOUR USERS



REFERENCES


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


THANK YOU!

Presentations & Public Speaking

Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secret psychology behind persuasive content"