We were incredibly lucky to have such a wonderful kickoff speaker for today’s conference: Roger Dooley. I knew I was going to enjoy this speech thanks to my mild obsession with the art of persuasion and neuroscience (I can’t help it; it’s always on my mind. 🙂 )
Here’s what Roger hacked into the recesses of our mind.
Center Stage Themes: Persuasion, Motivation and Consumer Behavior
Key Takeaway: The one thing that has not changed in 50,000 years is the human brain, so if you want to be effective, design your marketing for the way the human brain works.
Play Abstract: In-depth behavioral research and neuroscientific marketing assessment such as fMRIs have yielded deep insights into the way we think and how consumers operate.
Setting the Stage: A wide array of thinkers and the models that accompany them- including Martin Lindstrom, Robert Cialdini, Daniel Kahneman- have analyzed and contribute to the body of research surrounding persuasion, brain science, and consumer behavior.
Building the Action: Ten minutes into the speech, the audience knew the theme, but there was still a lot to learn. We knew there was a direction, but it wasn’t entirely clear where we were headed. Not in a bad way; just in a mysterious one.
Action and Insights: Gravity- needs, goals, etc.- is what drives customers. You can’t fight gravity. Don’t make customers try to “slide upward.”
Nudge your customer… but push them in the right direction, and make the nudge clear. Chris Brogan’s site is a good example of how to nudge. A nudge has to be seen.
The Angle is the arrangement of conscious motivators and non-conscious motivators you provide, ranging from nuts and bolts features and benefits to deep, emotional appeal. There’s a tradeoff to conscious motivators in that they cost money, but unconscious motivators
Friction is real or perceived difficulty that prevents your customer from going down the slide. Confusing forms and other factors contributing to high bounce rates are examples of High Friction.
Curtain Call: Less syllables in a price tends to mean it will perform better. In other words: 1299 > $1,299.00.
Fonts can change sales performance. And adjusting color may lead to better results with some audiences (studies on the color of price text demonstrate that men and women may respond differently).
Autofill can increase conversion.
Super-strong passwords with horrific character combos and fast expiration may be good for security, but is horrible for the mind of your customer. Automatic logout particularly stinks.
An amusement park ride or prescription drug with a name that is more difficult to say are perceived as more dangerous.
And of course, difficult physical exercises or workouts will lead to increased friction. Even the description itself can make a difference here; the same exercise written in twice as many words makes it appear more difficult.