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Tally NetzerMarketer & [email protected]
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
30 Day Free Trial
Try our premium version
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
“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
