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In this revealing keynote presentation for the CMA, Nathalie Nahai, The Web Psychologist, will explore the hidden psychological triggers you can use to create content that sticks. You'll discover key web psychology techniques that will help you write persuasive content, shoot emotionally engaging videos, and boost the effectiveness of your images. By the end of this talk you'll know a heck of a lot more about what makes your customers tick, and how you can use this to be more influential online.
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
THE SECRET PSYCHOLOGY BEHIND
PERSUASIVE CONTENT
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
FIRST… AN INTRODUCTION
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
[ ] I coined the term ‘Web Psychology’
in 2011 and defined it as…
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours
“ ” @THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
HCI
neuro- aesthetics
user experience
social psychology
cognitive psychology
neuroscience
cross-cultural psychology
behavioural economics
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
IT’S ABOUT CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3 SECRETS TO ONLINE SUCCESS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
2 PERSUASIVE COPY
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@THEWEBPSYCH #WEBPSYCHOLOGY
GOLDEN RATIO
80:20
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
ASK YOURSELF
Would this make me want to read on?
“ ” @THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
SEDUCTIVE HEADLINES
To get people to read your copy,
you need a hook… [ ]
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
9 STEPS TO
PERSUASIVE HEADLINES
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 UNDERSTAND YOUR TARGET
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 UNDERSTAND YOUR TARGET
2 WRITE TO ONE PERSON
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 UNDERSTAND YOUR TARGET
2 WRITE TO ONE PERSON
3 WRITE OUTLINE OF COPY FIRST - THEN HEADLINE
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 UNDERSTAND YOUR TARGET
2 WRITE TO ONE PERSON
3 WRITE OUTLINE OF COPY FIRST - THEN HEADLINE
4 USE PSYCHOLOGICAL TRIGGER WORDS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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!
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
TRIGGER WORDS
SECRET
AMAZING
ABSOLUTE
ESSENTIAL
INCREDIBLE
(IT’S NOT WHAT YOU THINK)
FREE
WEIRD
BIZARRE
STRANGE
MYSTERY
EFFORTLESS
PAINSTAKING
FUN
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CASE STUDY
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
2 DARE THEM TO READ YOUR ARTICLE
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
2 DARE THEM TO READ YOUR ARTICLE
3 BE BOLD
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
2 DARE THEM TO READ YOUR ARTICLE
3 BE BOLD
4 SEDUCTIVE
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
2 DARE THEM TO READ YOUR ARTICLE
3 BE BOLD
4 SEDUCTIVE
5 PROVOCATIVE
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
2 DARE THEM TO READ YOUR ARTICLE
3 BE BOLD
4 SEDUCTIVE
5 PROVOCATIVE
6 MAKE SURE YOU CAN DELIVER
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
THE FORMULA
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
NUMBER / TRIGGER WORD
+
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
NUMBER / TRIGGER WORD
ADJECTIVE
+
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
NUMBER / TRIGGER WORD
ADJECTIVE
KEYWORD
+
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
NUMBER / TRIGGER WORD
ADJECTIVE
KEYWORD
PROMISE
+
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
NUMBER / TRIGGER WORD
ADJECTIVE
KEYWORD
PROMISE
KILLER HEADLINE
+
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
EXAMPLE
SUBJECT: FRYING EGGS
YOU COULD WRITE AN ARTICLE ENTITLED: “HOW TO FRY AN EGG” / “WHY I LOVE FRYING EGGS”
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
OR APPLY THE FORMULA:
“13 UNBELIEVABLE WAYS YOU CAN FRY A SMALL EGG WITH A SOCK”
number
trigger word
adjective
keyword
promise
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WHICH IS WHY THIS
WORKS…
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3 ENGAGING IMAGES
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@THEWEBPSYCH #WEBPSYCHOLOGY
IMAGES SEDUCE
They’re instant, data-rich,
and visually compelling [ ]
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
YOUR IMAGES SHOULD
1 ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS
@THEWEBPSYCH #WEBPSYCHOLOGY
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@THEWEBPSYCH #WEBPSYCHOLOGY
h"p://www.boredpanda.com/first-‐world-‐problems-‐twi"er/
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
h"p://www.boredpanda.com/first-‐world-‐problems-‐twi"er/
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
YOUR IMAGES SHOULD
1 ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS
2 TELL A STORY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
YOUR IMAGES SHOULD
1 ELICIT EMOTION ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS
2 TELL A STORY
3 CREATE A CURIOSITY GAP
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
4 VIRAL VIDEOS
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BOOST SHAREABILITY
1 USE NOSTALGIA
@THEWEBPSYCH #WEBPSYCHOLOGY
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@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BOOST SHAREABILITY
1 USE NOSTALGIA
2 MIRROR YOUR AUDIENCE
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BOOST SHAREABILITY
1 USE NOSTALGIA
2 MIRROR YOUR AUDIENCE
3 MAKE IT FUNNY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
5 KEY TAKEAWAYS
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
WHETHER YOU’RE WRITING COPY, SELECTING IMAGES OR DESIGNING VIDEOS, MAKE SURE YOU:
1 KNOW WHO YOU’RE TARGETING
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
WHETHER YOU’RE WRITING COPY, SELECTING IMAGES OR DESIGNING VIDEOS, MAKE SURE YOU:
1 KNOW WHO YOU’RE TARGETING
2 USE WEB PSYCHOLOGY TO OPTIMISE YOUR PROCESS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
WHETHER YOU’RE WRITING COPY, SELECTING IMAGES OR DESIGNING VIDEOS, MAKE SURE YOU:
1 KNOW WHO YOU’RE TARGETING
2 USE WEB PSYCHOLOGY TO OPTIMISE YOUR PROCESS
3 ELICIT EMOTIONS IN YOUR USERS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
REFERENCES
@THEWEBPSYCH #WEBPSYCHOLOGY
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
THANK YOU!