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

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

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

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

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!

9  SPLIT-TEST YOUR HEADLINES

TRIGGER WORDS

SECRET

AMAZING

ABSOLUTE

ESSENTIAL

INCREDIBLE

(IT’S NOT WHAT YOU THINK)

BIZARRE

STRANGE

MYSTERY

EFFORTLESS

PAINSTAKING

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

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://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!

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

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