Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secret psychology behind persuasive content"

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THE SECRET PSYCHOLOGY BEHIND
PERSUASIVE CONTENT

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1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 INTRODUCTION
2 PERSUASIVE COPY
3 ENGAGING IMAGES
4 VIRAL VIDEOS
5 KEY TAKEAWAYS
@THEWEBPSYCH #WEBPSYCHOLOGY

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FIRST…
AN INTRODUCTION

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@THEWEBPSYCH #WEBPSYCHOLOGY
WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA

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@THEWEBPSYCH #WEBPSYCHOLOGY

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WEB PSYCHOLOGY
[ ]I coined the term ‘Web Psychology’
in 2011 and defined it as…
@THEWEBPSYCH #WEBPSYCHOLOGY

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WEB PSYCHOLOGY
The empirical study of how
online environments influence
our attitudes and behaviours
“ ”@THEWEBPSYCH #WEBPSYCHOLOGY

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WEBPSYCHOLOGY
HCI
neuro-
aesthetics
user
experience
social
psychology
cognitive
psychology
neuroscience
cross-cultural
psychology
behavioural
economics
@THEWEBPSYCH #WEBPSYCHOLOGY

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IT’S ABOUT
CONTEXT
PSYCHOLOGY
INDIVIDUAL
CULTURAL
@THEWEBPSYCH #WEBPSYCHOLOGY

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3 SECRETS
TO ONLINE SUCCESS
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY

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2
PERSUASIVE COPY

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@THEWEBPSYCH #WEBPSYCHOLOGY
GOLDEN RATIO
80:20

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ASK YOURSELF
Would this make me want to read on?
“ ”@THEWEBPSYCH #WEBPSYCHOLOGY

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@THEWEBPSYCH #WEBPSYCHOLOGY
SEDUCTIVE HEADLINES
To get people to read your copy,
you need a hook…
[ ]

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9 STEPS TO
PERSUASIVE HEADLINES

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1 UNDERSTAND YOUR TARGET
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 UNDERSTAND YOUR TARGET
2 WRITE TO ONE PERSON
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 UNDERSTAND YOUR TARGET
2 WRITE TO ONE PERSON
3 WRITE OUTLINE OF COPY FIRST - THEN HEADLINE
@THEWEBPSYCH #WEBPSYCHOLOGY

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1 UNDERSTAND YOUR TARGET
2 WRITE TO ONE PERSON
3 WRITE OUTLINE OF COPY FIRST - THEN HEADLINE
4 USE PSYCHOLOGICAL TRIGGER WORDS
@THEWEBPSYCH #WEBPSYCHOLOGY

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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

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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

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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

30. 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

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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

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TRIGGER WORDS
SECRET
AMAZING
ABSOLUTE
ESSENTIAL
INCREDIBLE
(IT’S NOT WHAT YOU THINK)
FREE
WEIRD
BIZARRE
STRANGE
MYSTERY
EFFORTLESS
PAINSTAKING
FUN
@THEWEBPSYCH #WEBPSYCHOLOGY

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CASE STUDY

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BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
@THEWEBPSYCH #WEBPSYCHOLOGY

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BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
2 DARE THEM TO READ YOUR ARTICLE
@THEWEBPSYCH #WEBPSYCHOLOGY

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BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
2 DARE THEM TO READ YOUR ARTICLE
3 BE BOLD
@THEWEBPSYCH #WEBPSYCHOLOGY

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BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
2 DARE THEM TO READ YOUR ARTICLE
3 BE BOLD
4 SEDUCTIVE
@THEWEBPSYCH #WEBPSYCHOLOGY

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BE AUDACIOUS
1 PROMISE YOUR READER SOMETHING VALUABLE
2 DARE THEM TO READ YOUR ARTICLE
3 BE BOLD
4 SEDUCTIVE
5 PROVOCATIVE
@THEWEBPSYCH #WEBPSYCHOLOGY

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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

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THE FORMULA

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NUMBER / TRIGGER WORD
+
@THEWEBPSYCH #WEBPSYCHOLOGY

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NUMBER / TRIGGER WORD
ADJECTIVE
+
@THEWEBPSYCH #WEBPSYCHOLOGY

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NUMBER / TRIGGER WORD
ADJECTIVE
KEYWORD+
@THEWEBPSYCH #WEBPSYCHOLOGY

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NUMBER / TRIGGER WORD
ADJECTIVE
KEYWORD
PROMISE
+
@THEWEBPSYCH #WEBPSYCHOLOGY

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NUMBER / TRIGGER WORD
ADJECTIVE
KEYWORD
PROMISE
KILLER HEADLINE
+
@THEWEBPSYCH #WEBPSYCHOLOGY

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EXAMPLE
SUBJECT:
FRYING EGGS
YOU COULD WRITE AN ARTICLE ENTITLED:
“HOW TO FRY AN EGG” / “WHY I LOVE FRYING EGGS”
@THEWEBPSYCH #WEBPSYCHOLOGY

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OR APPLY THE FORMULA:
“13 UNBELIEVABLE WAYS YOU CAN FRY A SMALL EGG WITH A SOCK”
number
trigger word
adjective
keyword
promise
@THEWEBPSYCH #WEBPSYCHOLOGY

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WHICH IS WHY THIS
WORKS…

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3
ENGAGING IMAGES

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@THEWEBPSYCH #WEBPSYCHOLOGY
IMAGES SEDUCE
They’re instant, data-rich,
and visually compelling
[ ]

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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/

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@THEWEBPSYCH #WEBPSYCHOLOGY
h"p://www.boredpanda.com/first-­‐world-­‐problems-­‐twi"er/

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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

59. 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

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@THEWEBPSYCH #WEBPSYCHOLOGY

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YOUR IMAGES SHOULD
1 ELICIT EMOTION
ANGER, FEAR, HAPPINESS, DISGUST, SURPRISE, SADNESS
2 TELL A STORY
3 CREATE A CURIOSITY GAP
@THEWEBPSYCH #WEBPSYCHOLOGY

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@THEWEBPSYCH #WEBPSYCHOLOGY

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4
VIRAL VIDEOS

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BOOST SHAREABILITY
1 USE NOSTALGIA
@THEWEBPSYCH #WEBPSYCHOLOGY

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@THEWEBPSYCH #WEBPSYCHOLOGY

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BOOST SHAREABILITY
1 USE NOSTALGIA
2 MIRROR YOUR AUDIENCE
@THEWEBPSYCH #WEBPSYCHOLOGY

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@THEWEBPSYCH #WEBPSYCHOLOGY

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BOOST SHAREABILITY
1 USE NOSTALGIA
2 MIRROR YOUR AUDIENCE
3 MAKE IT FUNNY
@THEWEBPSYCH #WEBPSYCHOLOGY

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@THEWEBPSYCH #WEBPSYCHOLOGY

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5
KEY TAKEAWAYS

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KEY TAKEAWAYS
WHETHER YOU’RE WRITING COPY, SELECTING IMAGES OR
DESIGNING VIDEOS, MAKE SURE YOU:
1 KNOW WHO YOU’RE TARGETING
@THEWEBPSYCH #WEBPSYCHOLOGY

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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

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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

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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

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THANK YOU!