Roger Dooley's slides from the 2015 LDA Summit. #ldasummit2015

1. Neuro-Persuasion:
Brain-based Strategies
for Online Marketers
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley

2. #ldasummit2015
@rogerdooley

4. NOT
ME!

11. Marketers?

12. Honesty & Ethics
Very High/High
• Nurses – 85%
• Engineers – 70%
• Advertising – 11%
• Sales – 8%

13. CEO Trust
•CFOs – 90%
•CIOs – 90%
•CMOs – 20%

14. Why?

15. Most Marketing
& Sales
Money Is Wasted.

16. 95% - New Products
98% - Direct Mail
98% - Sales Emails
93% - Sales Calls
50% - Large Branding Campaigns

17. $4,000,000,000,000.
2015 Est. – Business Insider

18. Today’s Objective:

19. Show how you can
cut your wasted
marketing spend!

20. SEO – SEM – Social

21. Via Andre Morys

22. Traffic Conversion

25. Daniel Kahneman Ronald Coase

26. Daniel Kahneman
System 1 System 2

28. 5% Conscious

29. 95% Non-conscious

30. A New Model

31. The
Persuasion
Slide
™

34. Gravity

35. Angle

36. Angle

37. Friction

39. Nudge

41. Robert Cialdini: 6 Factors

42. BJ Fogg: Behavior Model

43. Geoffrey Miller:
Evolutionary Psychology

44. Behavior Research

46. No single
theory explains
all behavior!

47. Web
Conversion

48. Gravity
• Initial Motivation
• Needs
• Wants
• Goals

49. Fighting Gravity
“Do this for us!”

50. Fighting Gravity

51. Work WITH Gravity
“We will help you!”

52. Work WITH Gravity
From iwillteachyoutoberich.com
“Make
Money!”

53. Nudge
Attention!

54. Nudges
Phone Call
Call to Action
Popup
Search Ad
Banner Ad
Email Alarm
Sign
Sales Call

55. Bad Nudge
From pawesome.com

56. chrisbrogan.com

57. From
chrisbrogan.com

59. Nudge must be seen &
start the process

60. Angle
Motivation!

61. Nudge Without Motivation

62. Conscious &
Non-Conscious Motivators

63. Conscious Motivators
Benefits
Gifts
Discounts
Features
Specifications
Prices

64. Non-conscious Motivators
Emotions Psychology
Brain Bugs

65. Include BOTH Conscious and
Non-conscious motivators!

66. Conscious: Benefits
“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”

68. Gifts & Discounts
“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”

71. No Discounts,
No Motivation

73. Problem:
Cost to Motivate
$ €

74. Non-Conscious Motivators
FREE!
Effective!

75. Dog owners?
Pet parents?

82. Liking

83. Show attributes you
share with your customer
to create “liking effect.”

86. Copy & Content
Motivators

87. Tell Stories

91. Use stories to engage
the customer’s brain.

92. Decoy Marketing

93. Subscription Offer A
$59 – Internet Only
$125 – Internet & Print
From Predictably Irrational by Dan Ariely

94. Subscription Offer A
$59 – Internet Only (68)
$125 – Internet & Print (32)
Predicted Revenue – $8,012
From Predictably Irrational by Dan Ariely

95. Subscription Offer B
$59 – Internet Only
$125 – Print Only
$125 – Internet & Print
From Predictably Irrational by Dan Ariely

96. Subscription Offer B
$59 – Internet Only (16)
$125 – Print Only
$125 – Internet & Print (85)
Predicted Revenue – $11,444
From Predictably Irrational by Dan Ariely

97. Add a less attractive offer to boost
sales of a similar offer.

100. Add a more expensive
product to boost sales
of a lower priced one.

103. Scarcity

104. Vs.

107. Make Your Own Scarcity
“Offer expires at midnight!”
“Only 25 available at this price!”

108. Creative
Choices

109. 299$

110. 299$

111. Men Women

112. $1,299.00
1299

114. +64% - “tastier”
+100% - “definitely buy”

115. sex

116. Friction

117. Ronald Coase
Friction =
The time, money, and
effort lost in getting
what you want.

118. Difficulty:
Real and
Perceived

119. Real Friction
Form Fields
Steps in Checkout Process
Instructions
“What am I supposed to do?”
ANYTHING in Conversion Sequence

120. High
Friction

121. Low
Friction

122. High Friction

123. Near-Zero
Friction

124. Choice Architecture
Eric J. Johnson and Daniel Goldstein

125. Default Choice
Minimum Friction

126. User Experience
Friction

127. Disabled Autofill

128. “Autocomplete
tags reduce
friction!”

129. Super-strong Passwords

130. Disappearing Form Data

131. Dumb Reply Addresses

132. Check every step of the
conversion process.

133. “Imaginary” Friction
&
Cognitive Fluency

134. Confession Site
I believe God is on IRC and that I have found
him. Sometimes I sympathize with other
prophets of the past because no one believe
me and I fear it will soon be too late to save
mankind.

135. Confession Site
I believe God is on IRC and that I have found
him. Sometimes I sympathize with other
prophets of the past because no one believe
me and I fear it will soon be too late to save
mankind.

136. More “fluent” site =
More revealing posts
Drunk Tank Pink, Alter

140. Minimize perceived friction
with simple fonts, short text, &
easy-to-read design.

141. Important:
If it’s not motivation,
it’s friction!

142. Build Your Slide!

143. Align with Gravity

144. First a Nudge

145. Maximize Angle/Motivation
Conscious
&
Non-conscious

146. Non-conscious:
almost always
costs less!

147. Minimize Friction

148. Minimizing friction almost
always costs less than
increasing motivation!

149. rogerdooley.com/yes

150. If you remember just
one thing from
today…

151. Change is constant and
accelerating…

152. Communication
Huge Change in 50 Years

153. Media
Huge Change in 50 Years

154. Mobile!
Big Data!
Social
Media!

155. Our Brains
NO Change in 50,000 Years!

156. Make your marketing
work with your
customer’s brain and
how it is wired!

157. rogerdooley.com/yes