The power of persuasion & motivation
Making psychology your marketing tool
Nikola Tesla
Over 700 patents
(1856 to 1943)
1. Alternating Current
2. Light
3. X-rays
4. Radio
5. Remote Control
6. El...
“It’s a sad, sad story.
The inventor (Tesla) couldn’t
commercialize anything.
He could barely fund his own
research.”
Lar...
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 & e...
• 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 ...
Scarcity
Learn from the masters - KickStarter
Food & Sex
Rewards
Pavlov started.
Skinner continued.
New behavior
Ongoing behavior
Constant rewards
Variable reward
schedule
Translated to marketing
Gaming: Make it easy to win at first. Harder as it
goes along.
Constant rewards:
10th cup free
Var...
Evolution
Our brain size x 3
Complex Social Relationships
“You will either step forward into growth or you
will 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
Thank You
Tally Netzer | tally@loft107.com
“My brain is only a receiver. In the Universe there is a core from
which we obtain knowledge, strength, inspiration.” -Nik...
Some of the Sources
• How to Get People to Do Stuff - Susan
Weinschenk, 2013
• Influence - Robert Cialdini, 1984
• Thinkin...
Preso v4
Preso v4
Preso v4
Preso v4
Preso v4
of 47

Preso v4

Published on: Mar 4, 2016
Published in: Technology      Business      
Source: www.slideshare.net


Transcripts - Preso v4

  • 1. The power of persuasion & motivation Making psychology your marketing tool
  • 2. Nikola Tesla Over 700 patents (1856 to 1943) 1. Alternating Current 2. Light 3. X-rays 4. Radio 5. Remote Control 6. Electric Motor 7. Robotics 8. Laser 9 and 10. Wireless Communications and Limitless Free Energy
  • 3. “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
  • 4. There is more than one approach to marketing
  • 5. In marketing (like in life) effective starts with understanding
  • 6. That’s why we are here Agenda – A bit about the brain – Motivation & persuasion • What works • Why it works • How to’s & examples
  • 7. • 2 systems “Thinking fast & slow” - Dr.Daniel Kahneman, 2002 Nobel Laureate
  • 8. Instincts Food Sex Danger Hello Gorgeous
  • 9. Fear Grabs Our Attention
  • 10. Are you safe? Cyber security
  • 11. Did you cover everything? QA & testing
  • 12. Other Variations of Fear
  • 13. Loss Aversion
  • 14. 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….
  • 15. Scarcity
  • 16. Learn from the masters - KickStarter
  • 17. Food & Sex
  • 18. Rewards Pavlov started. Skinner continued.
  • 19. New behavior Ongoing behavior Constant rewards Variable reward schedule
  • 20. 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
  • 21. Evolution Our brain size x 3
  • 22. Complex Social Relationships
  • 23. “You will either step forward into growth or you will step back into safety.” (Abraham Maslow)
  • 24. The Need to Belong
  • 25. Practically speaking: are you a chocoholic A chocoholic is a person who loves chocolate.
  • 26. Social Proof - Everyone is doing it
  • 27. Breaking the Paradigm
  • 28. YOU BECAUSE
  • 29. Authority • • • • • • • Professors Doctors Analysts Media Bloggers Leaders Influencers
  • 30. Liking Familiarity – I know you Similarity – I’m like you Attractive – I like to like
  • 31. Social media a friend told me Cold calls / emails I got your name from… get introduced Emails be known
  • 32. Dress for Success Hint: Attractive & Similar
  • 33. A marketing lesson from the Krishna
  • 34. Reciprocity
  • 35. • • • • • Give away’s How about a drink? Information Holiday cards I’m thinking of you...
  • 36. The incredible power of stories
  • 37. Consistency
  • 38. Pain Points Share the pain Tell me a story
  • 39. Connect & change the path
  • 40. Thank You Tally Netzer | tally@loft107.com
  • 41. “My brain is only a receiver. In the Universe there is a core from which we obtain knowledge, strength, inspiration.” -Nikola Tesla
  • 42. 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

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