Nathalie Nahai - Psychology of persuasive content (Brighton SEO)

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THE SECRET PSYCHOLOGY

PERSUASIVE CONTENT

The empirical study of how our online environments influence

our attitudes and behaviours

WEB PSYCHOLOGY

“ ”

WEB PSYCHOLOGY

neuro- aesthetics

user experience

social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics

persuasive technology

personality psychology

digital humanities

marketing

Provides a psychological toolkit to

help design more persuasive websites,

marketing and user experiences

WHY IT’S USEFUL

“ ”

What’s the purpose of content?

GOOD CONTENT SHOULD:

1. Grab (and hold) attention from the right people

2. Provoke the desired emotional response(s)

3. Convert this into a mutually beneficial action

So how do you do it?

DECISION-MAKING 1

Brosch, T., Scherer K. R., Grandjean, D., & Sander, D. (2013). The impact of emotion on perception, attention, memory, and decision-making. Swiss Medical Weekly.

Neuropsychological studies - patients with emotional dysfunctions from brain lesions can be highly impaired in everyday decisions

DECISION-MAKING

R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press.

Where thought conflicts with emotion, the latter is designed by the neural

circuitry in our brains to win

DECISION-MAKING

“ ”

To create a positive emotional state,

it helps if people trust you

Simpson, J. A. (2007). Psychological foundations of trust. Current directions in psychological science, 16(5), 264-268.

Single most important ingredient for the development and maintenance of happy, well-functioning relationships

“ ”

Lack of trust is the biggest impediment to successful e-commerce

and interpersonal relationships

One way to establish trust is to anchor yourself

in your values & express them business-wide

http://www.forbes.com/sites/larissafaw/2014/05/22/millennials-expect-more-than-good-products-services-to-win-their-loyalty/

More than 81% of millennials expect companies to make a public commitment

to good corporate citizenship

VALUES

• People need to feel safe

• People need to feel safe • They need to feel understood

• People need to feel safe • They need to feel understood • They need to feel enabled and supported

One of the best ways to help people feel

these things, is to show homophily

Love of the same The tendency to associate and

bond with similar others“ ”HOMOPHILY

Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.

A homophilous source is more likely to be perceived as credible,

trustworthy, and reliable…“ ”HOMOPHILY

…The effectiveness of communication from a homophilous

source may be greater

HOMOPHILY

Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.

“ ”

To leverage homophily, you have to

understand and mirror your audience

The stories we relate to the most are the

ones that reflect our own experiences

PERSUASIVE LANGUAGE 2

J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012

Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact

PERSONALITY MATTERS

“ ”

The Big 5 (a quick quiz)

A high degree of intellectual curiosity, creativity and a preference

for novelty and variety?

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.

DO YOU HAVE…

“ ”

THE BIG 5

1. Openness

Organised, dependable, self-disciplined and dutiful? Do you prefer to plan

and aim for achievement?

ARE YOU…

“ ”

THE BIG 5

1. Openness 2. Conscientiousness

Energetic, positive, assertive & sociable? Do you tend to seek stimulation in

the company of others?

ARE YOU…

“ ”

THE BIG 5

1. Openness 2. Conscientiousness 3. Extraversion

The tendency to be compassionate and cooperative rather than suspicious

and antagonistic towards others?

DO YOU HAVE…

“ ”

THE BIG 5

1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness

The tendency to experience unpleasant emotions easily, such as anger, anxiety,

depression, and vulnerability?

DO YOU HAVE…

“ ”

THE BIG 5

1. Openness 2. Conscientiousness 3. Extraversion 4. Agreeableness 5. Neuroticism

Who does this appeal to?

Strong Outgoing

Active Excitement Attention

EXTRAVERSION

The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way

out of its current predicament.

Linzmayer, O. W. (1999). Apple confidential: the real story of Apple Computer. Inc.

INNOVATION

“ ”

Innovation Intelligence

Sophistication Imagination Creative

OPENNESS

Safe Reduce the anxiety

Uncertainty Security

Protection

EMOTIONAL STABILITY

Specific words engage specific traits

Know the psychography of your audience and adapt your messages accordingly

PERSONALISE

TRAIT MOTIVATION

TRAITOpen Creativity & intellectual stimulation

MOTIVATION

TRAITOpen Conscientious

Creativity & intellectual stimulation Efficiency & goal pursuit

MOTIVATION

TRAITOpen Conscientious Extravert

Creativity & intellectual stimulation Efficiency & goal pursuit Excitement & social rewards

MOTIVATION

TRAITOpen Conscientious Extravert Agreeable

Creativity & intellectual stimulation Efficiency & goal pursuit Excitement & social rewards Connection with family & community

MOTIVATION

TRAITOpen Conscientious Extravert Agreeable Emotional Stability

Creativity & intellectual stimulation Efficiency & goal pursuit Excitement & social rewards Connection with family & community Safety & security

MOTIVATION

1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP

2. Various personality tests: discovermyprofile.com

3. From Facebook likes: applymagicsauce.com

4. From digital footprint: hogan-x.com

5. Computerised text analysis: liwc.wpengine.com

There are also other psychological

ways to increase engagement…

OPTIMISING HEADLINES 3

What do you notice about the

words in these headlines?

They all use trigger words

Surprising

Secret

Mystery

Effortless

TRIGGER WORDS

Surprising

Secret

Mystery

Effortless

Painstaking

Strange

Outrageous

Amazing

TRIGGER WORDS

Surprising

Secret

Mystery

Effortless

Painstaking

Strange

Outrageous

Amazing

Bizarre

Essential

Incredible

(It’s not what

you think)

TRIGGER WORDS

How to put it together

Number / Trigger word

Adjective

Keyword +

Adjective

Keyword

Promise +

Adjective

Keyword

Promise

KILLER HEADLINE

Subject:

EXAMPLE

Subject: Frying eggs

EXAMPLE

You could write an article entitled:

EXAMPLE

You could write an article entitled: -“How to fry an egg”

EXAMPLE

You could write an article entitled: -“How to fry an egg” -“Why I love frying eggs”

EXAMPLE

OR APPLY THE FORMULA:

“13 unbelievable ways you can fry a small egg with a sock”

number

trigger word

number

trigger word

adjective

number

trigger word keyword

adjective

number

trigger word keyword

promise

adjective

But isn’t this just clickbait?

You’re not offering value, or if you’re promising more than you can deliver

ONLY IF…

“ ”

What are the tangible benefits my customers will get from this content? “ ”

ASK YOURSELF

KEY TAKEAWAYS

To create persuasive, emotionally engaging content:

KEY TAKEAWAYS

1. Establish trust through shared values & homophilly

KEY TAKEAWAYS

2. Adapt your content to your customers’ personalities

KEY TAKEAWAYS

2. Adapt your content to your customers’ personalities

3. Use trigger words in your headlines

KEY TAKEAWAYS

THANK YOU!

@NathalieNahai NathalieNahai.com

Nathalie Nahai - Psychology of persuasive content (Brighton SEO)

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