The document discusses neuromarketing on the web. It provides an overview of the author's background in neuromarketing from 2004 onward and his goal of bringing neuromarketing insights to more marketers. The author advocates for using techniques grounded in neuroscience like storytelling, metaphors, vivid adjectives and sensory language to better engage audiences. He also discusses strategies like using scarcity and social proof to increase offerings' attractiveness.

1. #nmwf
Neuromarketing
on the Web
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
Twitter: @rogerdooley
linkedin.com/in/dooley/
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

2. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

3. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

4. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

5. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

6. 2004: NeuroscienceMarketing.com
2005: Blog: Neuromarketing
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

7. 2011 - 2013 Brainy
@rogerdooley #brainfluence Marketing Direct LLC
Copyright 2013, Dooley

8. The Downside…
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

9. Honesty & Ethics
Very High/High
• Nurses – 85%
• Engineers – 70%
• Advertising – 11%
• Sales – 8%
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

10. CEO Trust
• CFOs – 90%
• CIOs – 90%
• CMOs – 20%
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

11. Most Marketing
Is Wasted.
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

12. Marketing Waste
95% - New Products
98% - Direct Mail
98% - Sales Emails
93% - Sales Calls
50% - Large Branding Campaigns
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

13. CEO Consumer
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

14. My Mission:
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

15. Cut marketing
waste –
even a little!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

16. Bring
neuromarketing
to the
99%!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

17. Neuroscience
Behavior Research Marketing
Research Studies
Actionable
Advice
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

18. Behavior Research
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

19. Neuro-Nudges
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

20. Global
Neuromarketing
Interest
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21. Neuromarketing Searches
2006 - 2013
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22. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

23. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

24. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

25. Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson)
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

26. Neuromarketing
on the Web
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

27. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Jonathan Zhang | Daily Trojan

28. SEO
Your
50,000,000,000 Amazingly
Engagement
Well-Written
Content
Social Pages
Sharing
Action!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

29. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

30. Copy
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

31. Engaging Copy
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

32. Lifeless Copy?
Jump-start it with metaphor!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

33. Lifeless Copy?
Jump-start it with metaphor!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

34. Crime wave =
“beast” vs. “virus”
Different actions
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

35. Use metaphors to
change minds!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

36. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

37. Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson)
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

38. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

39. Tell Stories
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

40. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

41. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

42. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

43. Use a story to engage
the reader’s brain.
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

44. Testimonials
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

45. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

46. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

47. Use story testimonials
for maximum impact
and memorability.
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

48. Adjectives
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

49. Adjectives = Evil?
• Slow the reader?
• Reduce impact of action
words?
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

50. Adjectives = Evil?
More adjectives
↓
Less social sharing
-Dan Zarrella
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

51. Adjectives = Good!
Sales +27%
w/adjectives
-Brian Wansink
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

52. • Traditional Cajun Red Beans w/Rice
• Succulent Italian Seafood Filet
• Tender Grilled Chicken
• Homestyle Chicken Parmesan
• Satin Chocolate
• Grandma’s Zucchini Cookies
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

53. • Vivid
• Sensory
• Emotional/Nostalgic
• Specific
• Branded
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

54. rough
Having a bad day?
“Textural Metaphors”
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

55. “bad” “rough”
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

56. sharp
polished bright
heavy
smooth
slimy fuzzy
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

57. Use “sensory metaphor”
words for maximum
impact.
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

58. Use
vivid, sensory, emotiona
l adjectives to engage
the brain.
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

59. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

60. The Doppelganger Effect
Brand Preference
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

61. Social
Personalization
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

62. The Doppelganger Effect
@rogerdooley
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
#AFD12 #Brainfluence

63. St. Bonaventure University
http://www.becomingextraordinary.net/
(Courtesy: Hobsons)
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

64. St. Bonaventure University
http://www.becomingextraordinary.net/
@rogerdooley #brainfluence (Courtesy: Hobsons)
Copyright 2013, Dooley Direct LLC

65. WunderlandMovies.de
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

66. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

67. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

68. Playboy:
http://youtu.be/isjPpbmnaYo
Amazing use of Facebook data:
http://www.takethislollipop.com/
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

69. Untapped opportunity:
Put your customer
in the ad.
@rogerdooley
@rogerdooley #brainfluence
#AFD12 #Brainfluence Copyright 2013, Dooley Direct LLC

70. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

71. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

72. @rogerdooley #brainfluence CopyrightSource:DooleyBreeze LLC
2013, James Direct

73. @rogerdooley #brainfluence CopyrightSource:DooleyBreeze LLC
2013, James Direct

74. Use baby images to
attract and focus
attention.
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

75. Rudeness
&
Revenge
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

76. What canceled
rudeness effect?
@rogerdooley
@rogerdooley #brainfluence
AFD12 #Brainfluence Copyright 2013, Dooley Direct LLC

77. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

78. Apologies really DO
work. Apologize!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

79. When you don’t apologize…
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

80. Major airline
vi
Via Brian Solis
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

81. Selling
to
Guys?
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

82. Impatient &
Short Term
Emphasis
-Margo Wilson and Martin Daly
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

83. Attractive
Photo =
-4% Loan
Interest Rate
Marianne Bertrand et al, 2005
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

84. Test
Source: Ion
Interactive
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

85. Source: Ion
Interactive
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

86. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

87. Scarcity
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Photo via Doniv.org

88. Vs.
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

89. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

90. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

91. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

92. Scarcity +
Social
Proof!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

93. Creating Scarcity
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

94. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

95. Use SCARCITY to make
your offer more
attractive.
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

96. Scarcity on Steroids
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

97. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

98. FTW
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

99. Amp up SCARCITY
EFFECT by showing
decreasing
availability.
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

100. “The most important word in
the vocabulary of advertising
is TEST.”
-David Ogilvy
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

101. If you remember
just one thing from
today…
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

102. Change is constant and
accelerating…
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

103. Communication
Huge Change in 50 Years
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

104. Media
Huge Change in 50 Years
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

105. Social
Mobile! Media!
Big Data!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

106. Our Brains
NO Change in 50,000 Years!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

107. Work with your
customer’s brain and
how it is wired!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

108. Free Resources
Neuromarketing
Neurosciencemarketing.com/blog
Brainy Marketing
blogs.forbes.com/rogerdooley/
Inside Influence Report
influenceatwork.com
Dan Ariely Blog
danariely.com
Social Triggers Blog
socialtriggers.com
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

109. Neuromarketing
on the Web
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
Twitter: @rogerdooley
linkedin.com/in/dooley/
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC