The Psychology Behind The Content | Benchmark Search Conference 2016

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Bas van den Beld, State of Digitalwww.basvandenbeld.com | www.stateofdigital.com

The Psychology Behind The Content

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Speaking, Consulting, Publishing, Training

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I can’t choose between the different backpacks

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I would buy if things would make sense

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Like most people I happily pay more if the perception of what I’m getting is that it’s good

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But most of the time it doesn’t make sense

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The same happens online

The problem of choice

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Attention is a currency

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More choices don’t always lead to more sales

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What we all want is…

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Most purchasing decisions have both conscious and non-conscious components

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We need to get into people’s brains

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Understand who you are targeting

The psychology behind successful content

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We plan future behaviour by relating present experiences to memories, past experiences, and learned associations

Know the motivation of your audience, initial motivation is critically important

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You need to work with the customer’s needs and desires

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People warm to you very quickly if you open your eyes, ears, and heart to their culture

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The more personal, the better

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Understand perspective

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Context means everything

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Find shared values with your audience

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Find a common enemy

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Create something people can’t resist

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We don’t want to lose, or miss out

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Surprise makes us look (twice)

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Use the right words

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The 5 most persuasive words in the English language

• You

• Free

• Because

• Instantly

• New

Guide people

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People fill in the gaps

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Kanisza Triangle

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Visual cues

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People want to recognise themselves

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I tweet, share, and write about this stuff.

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Bas van den Beldwww.basvandenbeld.com

www.stateofdigital.com

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@stateofdigital

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