The power of persuasion & motivation - Microsoft Ventures Academy

Tally NetzerMarketer & Coachtally@loft107.com

The power of persuasion & motivation

Making psychology your marketing tool

Nikola Tesla (1856 to 1943)

1. Alternating Current2. Light3. X-rays4. Radio5. Remote Control6. Electric Motor7. Robotics8. Laser9 and 10. Wireless Communications and Limitless Free Energy

Over 700 patents

“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

Fear Grabs Our Attention

Are you safe?

Cyber security

Did you cover everything?

QA & testing

Other Variations of Fear

Loss Aversion

Test Drive - loss aversion in marketing

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Hold xx in your hands…..

Imagine xx in your house….

Try it on….

Scarcity

Learn from the masters - KickStarter

Food & Sex

Rewards

Pavlov started.

Skinner continued.

New behavior

Variable reward schedule

Constant rewards

Ongoing behavior

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

Evolution

Our brain size x 3

Complex Social Relationships

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

The Need to Belong

Practically speaking:are you a chocoholic

A chocoholic is a person who loves chocolate.

Social Proof - Everyone is doing it

Breaking the Paradigm

YOU

BECAUSE

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

A marketing lesson from the Krishna

Reciprocity

• Give away’s

• How about a drink?

• Information

• Holiday cards

• I’m thinking of you...

The incredible power of stories

Consistency

Pain Points

Share the pain

Tell me a story

Connect & change the path

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