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@basvandenbeld
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
@basvandenbeldhttp://answerthepublic.com/
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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.
Get regular updates by subscribing here: http://std.al/joinstodHave Bas speak or train at your even or company consult? Get in touch!
Bas van den Beldwww.basvandenbeld.com
www.stateofdigital.com
nl.linkedin.com/in/basvandenbeld
@stateofdigital
@basvandenbeld
New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse