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Nathalie Nahai - The secret psychology of persuasive copy (Conversion Conference)

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In this keynote presentation for Conversion Conference (Las Vegas, 2015), I explain the psychology behind some of the world’s most persuasive copy, and how you can use these techniques in your own content.

In the talk we’ll cover:

1. Psychological keyword optimisation
2. Trigger words and how to use them
3. The hidden drivers of human behaviour
4. Powerful heuristics and how to leverage them
5. How to use your values to create trust

I also explain the scientific basis behind each principle, and illustrate how to apply them with numerous case studies from a variety of industries.

Want more?

Download the slides here: http://bit.ly/persuasive_copy
And checkout more resources at my website: http://www.thewebpsychologist.com/

Veröffentlicht in: Marketing, Internet
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Nathalie Nahai - The secret psychology of persuasive copy (Conversion Conference)

  1. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SECRET PSYCHOLOGY PERSUASIVE COPY of
  2. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST bit.ly/persuasive_copy
  3. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST INTRODUCTION
  4. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HELLO! @NathalieNahai TheWebPsychologist.com HumaniseTheWeb.com Nathalie Nahai
  5. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  6. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY I coined the term ‘Web Psychology’ in 2011 and defined it as…
  7. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” WEB PSYCHOLOGY The empirical study of how our online environments influence our attitudes and behaviours
  8. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW IT HELPS YOU Provides a psychological toolkit to help design more persuasive websites, apps, and user experiences
  9. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBPSYCHOLOGY
  10. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  11. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE PROBLEM
  12. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because:
  13. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because: 1  Too much competition
  14. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because: 1  Too much competition 2  Limited attention & time
  15. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IT’S THREEFOLD Your message isn’t getting heard because: 1  Too much competition 2  Limited attention & time 3  Shift in upcoming generations’ motivations
  16. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SOLUTION
  17. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Understand your customers and be the best at giving them what they want
  18. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT HOW?
  19. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KNOW WHO YOU’RE TARGETING 1
  20. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. YOU PROBABLY KNOW… •  Age •  Gender •  Location •  Device •  Browser & OS
  21. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT Basic analytics & demographics aren’t enough
  22. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DIG DEEPER You have to understand why your customers are behaving the way they are
  23. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY
  24. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” PSYCHOGRAPHICS Oxford Dictionaries, 2015 Study and classification of people according to their attitudes, aspirations, and other psychological criteria
  25. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” PERSONALITY MATTERS Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581. Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact
  26. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5
  27. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. QUICK QUIZ
  28. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… A high degree of intellectual curiosity, creativity and a preference for novelty and variety?
  29. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  30. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Organised, dependable, self-disciplined and dutiful? Do you prefer to plan and aim for achievement?
  31. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  32. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others?
  33. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness 3  Agreeableness Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  34. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE YOU… Energetic, positive, assertive and sociable? Do you tend to seek stimulation in the company of others?
  35. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness 3  Agreeableness 4  Extraversion Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  36. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DO YOU HAVE… The tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability?
  37. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE BIG 5 1  Openness 2  Conscientiousness 3  Agreeableness 4  Extraversion 5  Neuroticism Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
  38. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN DRIVERS
  39. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There are many ways we make decision-making easier for ourselves
  40. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SOCIAL NORMS
  41. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SOCIAL NORMS Socially shared and enforced attitudes specifying what to do and what not to do in a given situation Prentice, D. A. (2012). The psychology of social norms and the promotion of human rights (pp. 23-46). Oxford University Press, USA.
  42. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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  44. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PSYCHOLOGICAL HEURISTICS
  45. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC Mental shortcut that eases the cognitive load of making a decision
  46. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 1 anchoring Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. science, 185(4157), 1124-1131. The first piece of information offered (the ‘anchor’) influences the rest of our decision
  47. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  48. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXPERIMENT Think of a country beginning with the letter ‘U’ 2
  49. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXPERIMENT 2 What is it?
  50. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  51. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. YOU COULD HAVE CHOSEN •  United Arab Emirates •  U.K. •  Ukraine •  USA •  Uzbekistan 22
  52. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 2 availability Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive psychology, 5(2), 207-232. When evaluating a decision, we rely on the immediate ‘available’ examples that come to mind
  53. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. QUICK QUIZ
  54. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. GUESS THE BRAND
  55. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  56. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  57. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
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  59. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  60. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2
  61. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 2 availability ‘Sticky’ copy is key to leveraging this principle and increasing brand salience
  62. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 3 peak end rule Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological science, 4(6), 401-405. We judge experiences based on how they were at their peak and at their end, rather than the total sum or average of every moment of the experience
  63. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3
  64. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3
  65. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3
  66. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  67. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEURISTIC 3 peak end rule Even simple copy that acknowledges an interaction can create a positive peak end experience
  68. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. COMMUNICATE PERSUASIVELY 2
  69. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY BASED KEYWORDS
  70. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. QUICK QUIZ
  71. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Who does this appeal to?
  72. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  73. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION Strong Outgoing Active Excitement Attention Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581.
  74. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  75. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPENNESS Innovation Intelligence Sophistication Imagination Creative Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581.
  76. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  77. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NEUROTICISM Safe Reduce the anxiety Uncertainty Security Protection Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion tailoring persuasive appeals to recipients’ personality traits.Psychological science, 23(6), 578-581.
  78. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEYWORDS Specific words engage specific traits
  79. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALISE Know the psychography of your audience and adapt your messages accordingly
  80. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS •  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP •  Visual DNA visualdna.com •  MyPersonality mypersonality.org
  81. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGERS & HEADLINES
  82. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEADLINES What do you notice about the words in these headlines?
  83. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  84. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  85. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER They all use psychological trigger words
  86. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Bizarre Strange Mystery Effortless Painstaking Secret Free Creepy Amazing Absolute Essential Incredible (It’s not what you think)
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  88. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO PUT IT TOGETHER?
  89. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. FORMULA You can use this approach
  90. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  91. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  92. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
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  95. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:
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  97. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled:
  98. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: “How to fry an egg”
  99. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: “How to fry an egg” “Why I love frying eggs”
  100. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  101. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock”
  102. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number
  103. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word
  104. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective
  105. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword
  106. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword promise
  107. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SO, FOR ‘BORING’ INDUSTRIES… Subject:
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  119. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ISN’T THIS JUST CLICKBAIT?
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  122. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “ ” ASK YOURSELF What are the tangible benefits my customers will get from this content?
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  128. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. GEN Y More than 81% of millennials expect companies to make a public commitment to good corporate citizenship http://www.forbes.com/sites/larissafaw/2014/05/22/millennials-expect-more-than-good-products-services-to-win-their-loyalty/
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  135. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. FINANCE “Loans that change lives”
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  141. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INSURANCE Using values to create emotional arousal
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  143. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT There’s another key element to consider…
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  156. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. As CROs, designers and developers…
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  160. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REFERENCES Degree Deodorant Men (2014) http://www.degreedeodorant.com/en/men/ AXE (2012) https://www.youtube.com/watch?v=_tGLIEuud3A Salon (2015) http://www.salon.com/ PsyBlog (2015) http://www.spring.org.uk/ 3-word phrases with most FB shares in Buzzfeed Article titles (2015) http://minimaxir.com/2015/01/linkbait/ Humanise The Web (2015) http://humanisetheweb.com/tickets/ Bathstore (2015) http://www.bathstore.com/ Social Examiner (2015) http://www.socialmediaexaminer.com/thank-you/ HubSpot Unsubscribe Video (2013) https://www.youtube.com/watch?v=Lt8p0_Cp76c Kiva.org (2015) http://www.kiva.org/ Tom’s Shoes (2015) http://www.toms.co.uk/ MetLife Insurance: My father lies, what about yours? (2015) https://www.youtube.com/watch?v=Y1eYebq3nWs
  161. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. #CONVCON @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU! @NathalieNahai TheWebPsychologist.com HumaniseTheWeb.com Nathalie Nahai

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