The art of persuasion 7 keys to leveraging psychology within email

The
Art
of
Persuasion:

7
keys
to
leveraging

psychology
within
email

Kath
Pay
|
@kathpay

eCRM
&
Email
MarkeCng
Consultant

Your
speaker
is:
Kath
Pay

@KathPay

•  13+
years
of
experience

in
Email
markeCng
&

eCRM

•  Digital
MarkeCng

Consultant,
Trainer,

Blogger
&
Speaker

•  Lead
Tutor
in
Email

MarkeCng
for

Econsultancy,
The
IDM

&
the
DMI.

©2014
Plan
To
Engage
–
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rights
reserved
–
www.PlanToEngage.com

About
Plan
to
Engage

•  eCRM
&
Email
MarkeCng

Strategy

•  Email
Design
&
Coding

•  Deliverability
Support

•  Email
Vendor
SelecCon

•  Conversion
OpCmisaCon

•  Workshops
&
Training

Courses

©2014
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To
Engage
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reserved
–

“The
ra(onal
mind
is
the
humble
servant,

the
intui(ve
mind
the
faithful
gi7.
We
have

created
a
society
that
honors
the
servant,

and
has
forgo<en
the
gi7.”

Albert
Einstein

The
reality
is
that
we
tend
to
make

choices
based
on
our
‘gut’
and

only
turn
to
our
cogniCve
faculCes

aer
the
fact,
for
a
nice
bit
of

post-‐raConalisaCon

“Inﬂuence
is
born
by
appealing
to

the
emoCons
while
overcoming

raConal
restraints”

Douglas
van
Praet

Engage
their
emoCons
-‐
A
Tale
of
2

Chickens

Plump Chicken

Skinny Chicken

©2014
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reserved
–

The
Study

•  Audience
was
told
that
plump
chicken
was
a
natural

chicken
and
that
the
skinny
chicken
was
geneCcally

engineered

•  Half
the
audience
was
told
that
natural
chickens
were

healthy
but
less
tasty
and
that
the
geneCcally
engineered

chickens
were
tasty

•  The
other
half
of
the
audience
were
told
the
opposite

©2014
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rights
reserved
–

The
results

•  Both
sets
expressed
a
preference
for
the
natural
chicken

but
their
jusCficaCons
were
different….

•  The
first
group
claimed
it
was
because
they
valued
health

above
taste

•  The
second
group
said
it
was
because
taste
was
more

important.

•  Neither
group
seemed
to
jusCfy
their
choice
based
on
how

they
felt
about
the
chicken's
looks.
They
felt
compelled
to

jusCfy
their
emoConal
choices
with
non-‐emoConal
reasons,

©2014
Plan
To
Engage
–
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rights
reserved
–

Engage
their
emoCons
first

•  We
make
decisions
based
upon
emoCons

•  But
we
try
and
raConalise
our
jusCficaCon
for
the
decision

•  Therefore,
engage
their
emoCons
first,
then
they
will
come

up
with
a
raConal
jusCficaCon
to
support
their
decision.

•  Once
they’ve
made
a
decision
(based
upon
emoCon)
it’s

harder
for
them
to
backpedal.

•  Their
thinking
falls
in
line
with
their
emoCons.

©2014
Plan
To
Engage
–
all
rights
reserved
–

“As
consumers,
we
make
choices
without

understanding
their
founda(ons,
and
as

marketers,
we
sell
and
brand
products

without
understanding
how
to
truly

connect
them
with
people”

Douglas
van
Praet

Leverage
the
Rule
of
3

©2014
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reserved
–

Visually
appealing

©2014
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–

3
bullet
points…

©2014
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–

Shampoo
AdverCsment
Study

Suzanne
Shu
&
Kurt
Carlson

Imagine
that
you
are

reading
one
of
your

favorite
magazines
and
an

ad
for
a
new
brand
of

shampoo
catches
your

alenCon.
You
decide
to

read
the
ad
carefully
to

see
if
it
is
worth
switching

to
this
new
product.
The

ad
says
that
this
new

shampoo
does
the

following:

©2014
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To
Engage
–
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rights
reserved
–

The
blank
space
was
then
ﬁlled
with
one,

two,
three,
four,
ﬁve
or
six
posiCve
claims

about
the
shampoo
object.
For
example

parCcipants
who
were
shown
all
six
claims

read
:

“Makes
hair
cleaner,
stronger,
healthier,

soer,
shinier,
and
fuller”.

©2014
Plan
To
Engage
–
all
rights
reserved
–

Results?

The
results
clearly
demonstrated
that
those

who
had
read
three
claims
rated
all
the
items

signiﬁcantly
more
posiCvely
than
parCcipants

who
had
read
adverts
with
one,
two,
four,

ﬁve,
or
six
claims.

©2014
Plan
To
Engage
–
all
rights
reserved
–

Cialdini’s
Principles
of
Persuasion

1. 
2. 

3. 
4. 
5. 

6. 

Reciprocity
-‐
Cialdini’s
first
principle
of
persuasion
states
that
we
human

beings
are
wired
to
basically
want
to
return
favors
and
pay
back
our
debts.

In
short…
to
treat
others
as
they’ve
treated
us.

Commitment
and
Consistency
-‐
The
principle
of
commitment
declares
that

we
human
beings
have
a
deep
need
to
be
seen
as
consistent.
As
such,

once
we
have
publicly
commiled
to
something
or
someone,
then
we
are

so
much
more
likely
to
go
through
and
deliver
on
that
commitment…
hence
consistency.

Social
Proof
-‐
Cialdini
defined
social
proof
as
people
doing
what
they

observe
other
people
doing.
It’s
a
principle
that’s
based
upon
the
idea
of

safety
in
numbers.

Authority
–
We
naturally
have
a
tendency
to
obey
figures
of
authority.

Quotes,
reports,
figures
of
authority
can
all
influence
us.

Likeability
-‐
Liking
is
based
on
sharing
something
similar
with
people
you

like.
This
principle
can
be
applied
to
conversions
in
the
following
way:
A

company
that
wants
to
boost
its
conversion
rates
simply
has
to
focus
on

creaCng
a
very
well-‐executed
“About
Us”
page.

Scarcity
–
Scarcity
is
defined
as
the
percepCon
of
products
seeming
to

become
more
alracCve
when
their
perceived
availability
is
rather
limited.

©2014
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To
Engage
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rights
reserved
–

Use
reciprocaCon

No
mints
=
control

One
mint
with
bill:
Cp
rises
3.3%

Two
mints
with
bill:
Cp
rises
14%

One
mint
+
personal
mint:
Cp
rises
23%

©2014
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To
Engage
–
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rights
reserved
–

Value
Exchange

©2014
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Rhyme
as
Reason

“Financial
success
makes
people

healthier”

VS

“Wealth
makes
health”

©2014
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To
Engage
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reserved
–

Commitment

•  Example
of
commitment

•  Removed
requirement

for
registraCon
or

password
before
the

checkout

•  QuesConed
&
tested

exisCng
pracCces

•  Increased
purchases
by

45%

•  AddiConal
$300,000,000

for
ﬁrst
year

©2014
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To
Engage
–
all
rights
reserved
–

Curiosity
/
Gap
Theory

“The
ﬁrst
and
simplest

emo(on
which
we

discover
in
the
human

mind,
is
curiosity.”

Edmund
Burke

©2014
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Some
Subject
Lines
for
thought…

•  Your
Career
is
Making
Your
Kids
Fat
–
And
You
Don’t
Even

Know
It

•  You’re
Worried
About
Money
–
As
If
You
Don’t
Realise

You’re
Siyng
on
a
Goldmine

•  Isn’t
it
great
when
two
things
work?

•  Did
you
think
we’d
forgolen?

©2014
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Scarcity

©2014
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©2014
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Animated
gif
to
assist
you

©2014
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rights
reserved
–

Bezairs
case
Study

VisualWebsiteOpCmizer

©2014
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Reciprocity

©2014
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Socialproof
–
7%
upli
in
CTR

96%
StaCsCcal
Conﬁdence

©2014
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To
Engage
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rights
reserved
–

#3.

Know
Your
Customer

4
types
of
web
users

Jakob
Nielsen
2007

©2014
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4
very
diﬀerent
approaches

A:
Search
Dominant/CompeCCve

B:
NavigaCon
Dominant/Methodical

C:
Tool
Dominant/Spontaneous

D:
Successful/HumanisCc

©2014
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Methodical
–
HOW-‐type
Ques6ons

Humanis6c
–
WHO-‐type
Ques6ons

What's
the
fine
print?

How
does
this
work?

How
can
I
plan
ahead?

What
proof
do
you
have?

Can
you
guarantee
that?

How
will
your
product
or
service
make
me

feel?

Who
uses
your
products/service?

Who
are
you?
Tell
me
who
is
on
your
staff,

and
let
me
see
bios

What
will
it
feel
like
to
work
with
you?

What
experience
have
others
had
with
you?

Can
I
trust
you?

What
are
your
values?

Spontaneous
–
WHY
&
WHEN

Compe66ve
–
WHAT-‐type
Ques6ons

How
can
you
get
me
to
what
I
need
quickly?

Do
you
offer
superior
service?

Can
I
customize
your
product
or
service?

Can
you
help
me
narrow
down
my
choices?

How
quickly
can
I
take
acCon
and
achieve
my

goals?

Why
will
this
let
me
enjoy
life
more?

What
are
your
compeCCve
advantages?

What
makes
you
the
superior
choice?

What
makes
you
a
credible
company?

What
can
you
do
to
help
make
me
look

cuyng
edge?

What
are
your
credenCals?

What
can
you
do
to
help
me
achieve
my

goals?

hlp://www.bryaneisenberg.com

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Design for Personalities
Spontaneous

HumanisCc

CompeCCve

Methodical

Courtesy
of
Screwﬁx

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#4.

Be
the
Director!

Research
shows
that
more
than

90%
of
our
decisions
are

unconscious

Unconscious
Branding
-‐
Douglas
Van
Praet

Guide
them
–
use
design,
copy,
imagery….

©2014
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reserved
–

Set
your
customers
a
task

©2014
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But
don’t
overwhelm
them….

©2014
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Hicks
Law
-‐
Choice
is
demoCvaCng.

Professor
Lyengar
-‐
author
of
The
Art
of
Choosing

©2014
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–

Use
visual
guides

©2014
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–

#6.

Involve
Storytelling

“Telling
isn’t
selling.”

Bill
Bernbach

Stories
are
easier
to
recall….

• They
resonate
within
us

• They’re
packaged
in
a
meaningful
context,

enabling
us
to
beler
understand
the
depth

&
relevance
of
the
content

• Stories
sCmulate
both
the
logical
&
creaCve

parts
of
our
brains

• Meaning
that
we
understand
the

informaCon
factually,
visually
&
emoConally

©2014
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–

#7.

Be
Customer-‐Centric

We
LOVE
Customer
Service

Change
your
mindset

• Dress
up
your
markeCng
messages
as

customer
service

• Customers
have
a
high
tolerance
for

messages
which
are
helpful

• Leverage
this
tolerance
but
be
genuine
and

helpful

©2014
Plan
To
Engage
–
all
rights
reserved
–

Thank
you!

Kath
Pay

@kathpay

Kath@PlanToEngage.com

www.linked.com/in/kathpay

“Brands
are
like
people.
The
value

you
assign
to
someone
is
based

largely
on
how
the
individual

makes
you
feel.”

Douglas
van
Praet

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