Keynote at ConversionSUMMIT 2013, Frankfurt, Germany

@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC

Brainfluence: Getting Inside Your Customer’s

Head

Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/



#CS13

@rogerdooley






2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing


2011 - 20132011 - 2013

Brainy Marketing


Evolution?Enlightenment?


Honesty & Ethics Very High/High

• Nurses – 85%• Engineers – 70%

• Advertising – 11%• Sales – 8%


CEO Trust

• CFOs – 90%• CIOs – 90%• CMOs – 20%


Why?


Most Marketing & Sales

Money Is Wasted.


Marketing Waste

95% - New Products98% - Direct Mail98% - Sales Emails93% - Sales Calls50% - Large Branding

Campaigns


CEO Consumer


Today’s Objective:


Help you convert better & cut your marketing waste!




Introducing:

The Persuasion Slide™




Gravity


Nudge


Angle


Angle


Friction




The Scienceof Persuasion


Robert Cialdini: 6 Factors


BJ Fogg: Behavior Model


BJ Fogg: Behavior Grid


Geoffrey Miller: Evolutionary Psychology


Daniel Kahneman

System 1

System 2


Behavior Research



No single theory

explains all behavior!


Conversion


Gravity

• Initial Motivation• Needs• Wants• Goals


Fighting Gravity

“Buy all 10 videos!”

“Complete this form”


Work WITH Gravity

“Lose weight fast!”

“Increase conversion!”


Fighting Gravity

From q.equinox.com


Work WITH Gravity

From shoemoney.com

“Make Money!”“Make Money!”


Nudge

Attention!


Nudges

Any visible content

Call to Action

PopupSearch Ad

Banner Ad

Email


Bad Nudge

From wayofcats.com


Bad Nudge

From pawesome.com


From chrisbrogan.com


From chrisbrogan.com



Nudges?



Nudge must be seen & start the process


Angle

Motivation!


Nudge Without Motivation


Conscious & Non-Conscious

Motivators


Conscious Motivators

Benefits Gifts

Discounts


Non-conscious Motivators

Emotions Psychology

Brain Bugs


Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious


Include BOTH Conscious and Non-conscious motivators!


Benefits

“Typical customer saves 25%.”

“Has twice the power!”

“Money-back guarantee!”

“Typical customer saves 25%.”

“Has twice the power!”

“Money-back guarantee!”



Gifts & Discounts

“Free 50-page ebook!”

“$10 Starbucks card if you complete the survey!”

“20% off until midnight!”

“Free 50-page ebook!”

“$10 Starbucks card if you complete the survey!”

“20% off until midnight!”




No Discounts,No Motivation



Problem: Cost to Motivate

$ €

Problem: Cost to Motivate

$ €


Non-Conscious Motivators

FREE!

Effective!


Dog owners?

Pet parents?






Margaritas?Sure, I’ll

have one!


Liking


Show attributes you share with your

customer to create “liking effect.”



Don’t bury these “liking cues” deep in

your site!


Copy & ContentMotivators



VS.


vs. 20¢

FREEShipping

!

FREEShipping

!



Use FREE offersinstead of very cheap

ones.


Scarcity

Photo via Doniv.org


Vs.





Scarcity +Social Proof!


Creating Scarcity



Use SCARCITY to make

your offer moreattractive.


Scarcity on Steroids



FTW


Amp up SCARCITY EFFECT by showing

decreasingavailability.


sexsex


Friction


Difficulty:Real and Perceived


Typical Friction

Form FieldsSteps in Checkout ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion

Sequence


High Friction


Low Friction


High Friction


Near-Zero

Friction


Choice Architecture

Eric J. Johnson and Daniel Goldstein


Default Choice

Minimum Friction


Fluency


Reducing Friction

Easy = Good


Confession Site

I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.


Confession Site

I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.


More “fluent” site =More revealing posts

Drunk Tank Pink, Alter


GuaranteeA/B Test


“You may cancel at any time.”

vs.

“John, your satisfaction is fully guaranteed. If VetFriends is not what you had in mind, feel free to cancel at any time – we are here to serve you.”

WhichTestWon.com


Shorter version

+14.5%

WhichTestWon.com





Maximize conversion with simple fonts,

short text, & easy-to-read design.


Build Your Slide!


Align with Gravity


First a Nudge


Maximize Angle/Motivation

Conscious&

Non-conscious


Non-conscious:usually cheaper!


Minimize Friction


Minimizing friction almost always costs less than increasing

motivation!


Two slides

Google Search: “landing page optimization”


Low Friction Social Proof

NudgesNudges


FREE Benefit

NudgesNudges


Low Friction + Free Trial


Motivation: Free Valuable Info


If it’s not a motivator, it’s friction!



If you remember just one thing from today…


Change is constant and accelerating…


Communication

Huge Change in 50 Years


Media

Huge Change in 50 Years


Mobile!

Big Data!

Social Media!


Our Brains

NO Change in 50,000 Years!


Minimize marketing waste:

work with your customer’s brain

and how it is wired!


Brainfluence: Getting Inside Your Customer’s

Head




Free ResourcesNeuromarketingNeurosciencemarketing.com/blog

Brainy Marketingblogs.forbes.com/rogerdooley/

Inside Influence Reportinfluenceatwork.com

Dan Ariely Blogdanariely.com

Social Triggers Blogsocialtriggers.com



Gift

Easy

Social Proof


“FREE!”

Gift

Easy

Social Proof


From socialtriggers.com


Fighting Gravity


“Textural Metaphors”

Having a bad day?rough


“bad” “rough”


polished bright

heavy

slimy fuzzy

sharp

smooth


Use “sensory metaphor” words for

maximum impact.


Roadblocks


Affordability

Payment Methods

Geography

Business

Keynote at ConversionSUMMIT 2013, Frankfurt, Germany