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Bart Schutz / @barts his Keynote at Elite Camp Estonia #elitecamp June 13th 2014 - System 1 & System 2 - Willem & Maxima - Thinking fast & slow How to get their attention - how to motivate them to buy - how to get them to buy
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@BartS | [email protected] WheelofPersuasion.com OnlineDialogue.com
T h e W h e e l o f P e r s u a s i o n
t h e a r t o f s e p a r a t i n g b r a i n s f r o m t h e i r m o n e y
@BartS | [email protected] WheelofPersuasion.com OnlineDialogue.com
S e p a r a t i n g c o n s u m e r s & m o n e y
Iden%fy Separate
B o o s t i n g
h a p p i n e s s
2
A c o n s u m e r i s a b r a i n …
3 @BartS | [email protected] WheelofPersuasion.com OnlineDialogue.com
H o w t o :
3 . M a k e h i m b u y !
1 . G e t a b r a i n ’s a t t e n t i o n
2 . M o t i v a t e h i m t o b u y
4 @BartS | [email protected] WheelofPersuasion.com OnlineDialogue.com
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Filmpje Maxima met lijst kenmerken
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T h e W h e e l o f P e r s u a s i o n
t h e a r t o f s e p a r a t i n g b r a i n s f r o m t h e i r m o n e y
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Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist @BartS
Consumer psychologist
20 @BartS | [email protected] WheelofPersuasion.com OnlineDialogue.com
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A c o n s u m e r i s a b r a i n …
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System 1 versus System 2
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System 1 versus System 2
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System 1 versus System 2
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P a r t 1 H o w t o g e t W i l l e m & M a x i m a ’ s a t t e n t i o n ?
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Can you count? moonwalking bears?
Inattentional blindness"
If we look at something, it doesn’t mean we’ll consciously see it.
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Who murdered Lord Smythe?
Inattentional blindness"
If we look at something, it doesn’t mean we’ll consciously see it.
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Percept ion & Attent ion
Blindsight"To see objects you’re
unconscious of 30
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! Conscious versus subconscious processing Percept ion & Attent ion
Subconscious
Conscious (possibly)
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Percept ion & Attent ion
99% of what you see, "
is not what you see, but what
you decide to see
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You can try to wake Wi lem up
Von Restorff Effect Willem is woken up when something is
“significantly different”
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Or place yoursel f in Maxima’s attent ion
Gaze Placement Put your most
persuasive content earlier ‘in Maxima’s
gaze’
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Especia l ly when she’s emotional
Attentional Bias Maxima pays
attention to the things that touch "
us
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Or direct Maxima’s attent ion
Gaze Cueing Direct Maxima’s
automatic attention by looking in the
right direction
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To where you want her to look
Visual Cueing Our attention "is very easily influenced
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Even i f i t ’s rather subt le
Perception-"Behavior Link
Mere perceptions can induce "behavior
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P a r t 2 H o w t o m o t i v a t e W i l l e m & M a x i m a t o b u y ?
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Present versus future Mot ivat ion
Future motivation?"
Nothing wrong with it! Except
that we never live in the future
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Intr ins ic versus Extr insic
Extrinsic?"Measure the long-term effect
of extrinsic motivators! 43
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Social versus Monetary Mot ivat ion
Betere plaat!
Social markets"Society is build on them.
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Ask Wi l lem when i t ’s future mot ivated
Present Focus Bias We prefer rewards that arrive sooner rather than later
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O r n o t , i f y o u ’ r e a r e a l a s s h o l e
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Don’t force Maxima “Mandatory field” “Optional field”
Autonomy Let your customer
think he’s free "in his choices
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Instead: give her choices
One-Choice "Paradox
Introduce choices (even trivial ons)
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Try not to put money into the equat ion
Yes, I allow others to contact me about this trip.
√ You make a chance of winning € 100
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But bui ld on Maxima’s socia l norms
√ You make a chance of winning € 100
√ You help others making the right choice from our trips √ We can optimize our trips and service for you and others
√ You make a chance of winning € 100 √ You help others making the right choice from our trips √ We can optimize our trips and service for you and others
Contact allowance
Social Exclusivity Social behavior? "Do not introduce
money to increase motivation
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P a r t 3 H o w t o m a k e W i l l e m & M a x i m a d e c i d e ?
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Make sure he doesn’t have to decide
Defaults Willem loves the status quo and "just do nothing
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! Makelaarsland Or make him think of i t h imsel f
Test done by TrafficBuilders during OnlineDialogue’s Master of Online Persuasion Course
Self-Generation Effect
We like information better when we
figured it out ourselves
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Than get Wi l lem to focus on one thing
Focusing Effect Willem can only consciously pay attention to one thing at a time
Ego Depletion Willem is exhausted
really quickly
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Make sure you win on that one thing
A n a l y z e
Winner when
number 1
Winner when not number 1
Position Targeting Willem can only base
his comparisons "on just a few
attributes
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And chunk the other info for h im
Chunking Group information into manageable
units
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WheelofPersuasion.com
WheelofPersuasion.com
WheelofPersuasion.com
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Or just leave i t out
Less is more Willem can’t deal
with more than 3-5 pieces of "
information
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Informat ion Over load And real ize he is a rat ional iz ing being
Post-decision rationalization Treat USP’s as
nothing more than alibi’s
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BTW: How good is your Wi l lem?
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How much is:
15 + 6
3 + 56
89 + 2
12 + 53
75 + 26
25 + 52
63 + 32
63 + 32
I Know! Calculations are hard work. But it’s nearly over. Come on, one more…
123 + 5
QUICK! THINK ABOUT A COLOR AND A
TOOL!
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!!! It’s all about system 2 !!!
Reassure Maxima
Subliminal reassurance Use green
checkmarks "(but not more than 3)
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Loss Aversion
When you switch now you will yearly save €38,22
Loss Aversion We strongly prefer to
avoid losses over acquiring gains
When you do not switch you will not yearly save €38,22
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Make her look good with her f r iends
Social Proof Maxima is rather sensitive to the
opinions of others!
Many went before you
“In november 1.657 others applied for a loan quote at MoneYou”
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Even for no obvious reason
Toe in the door Maxima "
loves touching "each other
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T h e W h e e l o f P e r s u a s i o n
t h e a r t o f s e p a r a t i n g b r a i n s f r o m t h e i r m o n e y
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Digital Data Persuasion Psychology
Conversion Rate
Optimization
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Digital Data Persuasion Psychology
Cerebral Revenue
Optimization
CRO = Cerebra l Revenue Opt im iza t ion
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Get to know tha t b ra in be t te r than i t knows i t se l f !
Digital Data Persuasion Psychology
Customer Intelligence
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@BartS [email protected] nl.linkedin.com/in/bartschutz/
online-dialogue.com online-persuasion.com
wheel-of-persuasion.com
For slides and more: hBp://Persuasion.%ps
Wheel of Persuasion
Access Code :
boston
(available un%l March 27th 2
014)
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T h a n k y o u ! t h e a r t o f s e p a r a t i n g b r a i n s f r o m t h e i r m o n e y
@BartS [email protected] nl.linkedin.com/in/bartschutz/
online-dialogue.com online-persuasion.com
wheel-of-persuasion.com
For slides and more: hBp://Persuasion.%ps
Wheel of Persuasion
Access Code :
boston