All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOL...
of 101

Nathalie Nahai - Psychology of persuasive content (Feverbee Sprint)

In this keynote for Feverbee's Sprint (London 2016), I'll explore: - the psychology behind thriving communities - the emotional root of decision-making - the power of homophily - how to adapt content to personality traits - psychological trigger words - how to optimise your headlines for maximum impact For more info, check out nathalienahai.com
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Nathalie Nahai - Psychology of persuasive content (Feverbee Sprint)

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SECRET PSYCHOLOGY PERSUASIVE CONTENT of
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY “ ” The empirical study of how 
 our online environments influence 
 our attitudes and behaviours
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What is a community?
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. COMMUNITY Oxford Dictionaries 2016 http://www.oxforddictionaries.com/definition/english/community The condition of sharing or having certain attitudes and interests in common “ ”
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To create a thriving community online…
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You have to reach the right people, then compete for (and hold) their attention
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you do it?
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 DECISION-MAKING
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DECISION-MAKING Brosch, T., Scherer K. R., Grandjean, D., & Sander, D. (2013). The impact of emotion on perception, attention, memory, and decision-making. Swiss Medical Weekly. Neuropsychological studies - patients with emotional dysfunctions from brain lesions can be highly impaired in everyday decisions
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DECISION-MAKING R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press. Where thought conflicts with emotion, the latter is designed by the neural circuitry in our brains to win “ ”
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To create a positive emotional state, it helps if people trust you
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST Simpson, J. A. (2007). Psychological foundations of trust. Current directions in psychological science, 16(5), 264-268. The single most important ingredient for the development and maintenance of happy, well-functioning relationships “ ”
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST Lack of trust is the biggest impediment to successful e-commerce and interpersonal relationships
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. One way to establish trust is to anchor yourself in your values & express them business-wide
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. VALUES http://www.forbes.com/sites/larissafaw/2014/05/22/millennials-expect-more-than-good-products-services-to-win-their-loyalty/ More than 81% of millennials expect companies to make a public commitment to good corporate citizenship
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST • People need to feel safe
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST • People need to feel safe • They need to feel understood
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRUST • People need to feel safe • They need to feel understood • They need to feel enabled and supported
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. One of the best ways to help people feel these things, is to show homophily
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY “Love of the same” The tendency of individuals to associate and bond with similar others “ ”
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. “ ” A homophilous source is more likely to be perceived as credible, trustworthy, and reliable…
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY …The effectiveness of communication from a homophilous source may be greater Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. “ ”
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To leverage homophily, you have to understand and mirror your audience
  • 27. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The stories we relate to the most are the ones that reflect our own experiences
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASIVE LANGUAGE 2
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY MATTERS J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact “ ”
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The Big 5
 (a quick quiz)
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… A high degree of intellectual curiosity, creativity and a preference for novelty and variety? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness THE BIG 5
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Organised, dependable, self-disciplined and dutiful? Do you prefer to plan and aim for achievement? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness 2. Conscientiousness THE BIG 5
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Energetic, positive, assertive & sociable? Do you tend to seek stimulation in the company of others? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness 2. Conscientiousness 3. Extraversion THE BIG 5
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness THE BIG 5
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability? Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. “ ”
  • 44. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness 5. Neuroticism THE BIG 5
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Who does this appeal to?
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 Strong Outgoing Active Excitement
 Attention
  • 48. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 49. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPENNESS J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 Innovation Intelligence Sophistication Imagination Creative
  • 50. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NEUROTICISM Safe Reduce the anxiety Uncertainty Security Protection J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Specific words engage specific traits
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALISE Know the psychography of your audience and adapt your messages accordingly
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation
  • 56. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit
  • 57. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community
  • 59. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community Neurotic Safety & security
  • 60. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS 1. Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP 2. Visual DNA visualdna.com 3. MyPersonality mypersonality.org
  • 61. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There are also other psychological ways to increase engagement…
  • 62. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPTIMISING HEADLINES 3
  • 63. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What do you notice about the words in these headlines?
  • 64. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 65. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. They all use trigger words
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless Painstaking Strange Outrageous Odd Amazing
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless Painstaking Strange Outrageous Odd Amazing Bizarre Essential Incredible (It’s not what you think)
  • 72. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 73. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How to put it together
  • 74. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  • 75. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise+
  • 78. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE +
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled:
  • 82. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: -“How to fry an egg”
  • 83. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: -“How to fry an egg” -“Why I love frying eggs”
  • 84. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock”
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number
  • 87. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective
  • 89. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword promise
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But isn’t this just clickbait?
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ONLY IF… You’re not offering value, or if you’re promising more than you can deliver “ ”
  • 93. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 94. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ASK YOURSELF What are the tangible benefits my customers will get from this content? “ ”
  • 95. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS
  • 96. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive, emotionally engaging content:
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive, emotionally engaging content: 1. Establish trust through shared values & homophilly
  • 98. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive, emotionally engaging content: 1. Establish trust through shared values & homophilly 2. Adapt your content to your customers’ personalities
  • 99. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To create persuasive, emotionally engaging content: 1. Establish trust through shared values & homophilly 2. Adapt your content to your customers’ personalities 3. Use trigger words in your headlines
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU!
  • 101. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. @NathalieNahai hello@nathalienahai.com Get in touch Any questions?

Related Documents