1. The power of persuasion & motivation
Making psychology your marketing tool

3. Nikola Tesla
Over 700 patents
(1856 to 1943)
1. Alternating Current
2. Light
3. X-rays
4. Radio
5. Remote Control
6. Electric Motor
7. Robotics
8. Laser
9 and 10. Wireless
Communications and
Limitless Free Energy

4. “It’s a sad, sad story.
The inventor (Tesla) couldn’t
commercialize anything.
He could barely fund his own
research.”
Larry Page, Google’s co-founder

5. There is more than
one approach to
marketing

6. In marketing (like in life)
effective starts with understanding

7. That’s why we are here
Agenda
– A bit about the brain
– Motivation & persuasion
• What works
• Why it works
• How to’s & examples

9. • 2 systems
“Thinking fast & slow” - Dr.Daniel Kahneman, 2002 Nobel Laureate

10. Instincts
Food
Sex
Danger
Hello
Gorgeous

11. Fear Grabs Our Attention

12. Are you safe?
Cyber security

13. Did you cover everything?
QA & testing

14. Other Variations of Fear

15. Loss Aversion

17. Test Drive - loss aversion in marketing
30 Day Free Trial
Try our premium version
Hold xx in your hands…..
Imagine xx in your house….
Try it on….

18. Scarcity

19. Learn from the masters - KickStarter

20. Food & Sex

21. Rewards
Pavlov started.
Skinner continued.

22. New behavior
Ongoing behavior
Constant rewards
Variable reward
schedule

23. Translated to marketing
Gaming: Make it easy to win at first. Harder as it
goes along.
Constant rewards:
10th cup free
Variable schedule:
random praise

24. Evolution
Our brain size x 3

25. Complex Social Relationships

26. “You will either step forward into growth or you
will step back into safety.” (Abraham Maslow)

27. The Need to Belong

28. Practically speaking:
are you a chocoholic
A chocoholic is a person
who loves chocolate.

29. Social Proof - Everyone is doing it

31. Breaking the Paradigm

32. YOU
BECAUSE

33. Authority
•
•
•
•
•
•
•
Professors
Doctors
Analysts
Media
Bloggers
Leaders
Influencers

34. Liking
Familiarity – I know you
Similarity – I’m like you
Attractive – I like to like

35. Social media
a friend told me
Cold calls /
emails
I got your name
from…
get introduced
Emails
be known

36. Dress for Success
Hint: Attractive & Similar

37. A marketing lesson from the Krishna

38. Reciprocity

39. •
•
•
•
•
Give away’s
How about a drink?
Information
Holiday cards
I’m thinking of you...

40. The incredible power of stories

41. Consistency

42. Pain Points
Share the pain
Tell me a story

43. Connect & change the path

45. Thank You
Tally Netzer | tally@loft107.com

46. “My brain is only a receiver. In the Universe there is a core from
which we obtain knowledge, strength, inspiration.” -Nikola Tesla

47. Some of the Sources
• How to Get People to Do Stuff - Susan
Weinschenk, 2013
• Influence - Robert Cialdini, 1984
• Thinking Fast & Slow - Daniel Kahneman, 2002
• Predictably Irrational – Dan Ariely