Keynote at ConversionSUMMIT 2013, Frankfurt, Germany

@rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
Brainfluence: Getting
InsideYour Customer’s Head
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
Twitter: @rogerdooley
linkedin.com/in/dooley/

#CS13
@rogerdooley

2004: NeuroscienceMarketing.com
2005: Blog: Neuromarketing

2011 - 2013
Brainy
Marketing

Evolution?
Enlightenment?

Honesty & Ethics
Very High/High
• Nurses – 85%
• Engineers – 70%
• Advertising – 11%
• Sales – 8%

CEO Trust
•CFOs – 90%
•CIOs – 90%
•CMOs – 20%

Why?

Most Marketing
& Sales
Money Is Wasted.

Marketing Waste
95% - New Products
98% - Direct Mail
98% - Sales Emails
93% - Sales Calls
50% - Large Branding Campaigns

CEO Consumer

Today’s Objective:

Help you convert
better & cut your
marketing waste!

Introducing:
The
Persuasion
Slide™

Gravity

Nudge

Angle

Friction

The Science
of Persuasion

Robert Cialdini: 6 Factors

BJ Fogg: Behavior Model

BJ Fogg: Behavior Grid

Geoffrey Miller:
Evolutionary Psychology

Daniel Kahneman
System 1 System 2

Behavior Research

No single
theory
explains all
behavior!

Conversion

Gravity
• Initial Motivation
• Needs
• Wants
• Goals

Fighting Gravity
“Buy all 10 videos!”
“Complete this form”

Work WITH Gravity
“Lose weight fast!”
“Increase conversion!”

Fighting Gravity
From q.equinox.com

Work WITH Gravity
From shoemoney.com
“Make Money!”

Nudge
Attention!

Nudges
Any visible content
Call to Action
Popup
Search Ad
Banner Ad
Email

Bad Nudge
From wayofcats.com

Bad Nudge
From pawesome.com

From chrisbrogan.com

From
chrisbrogan.com

Nudges?

Nudge must be seen &
start the process

Angle
Motivation!

Nudge Without Motivation

Conscious &
Non-Conscious
Motivators

Conscious Motivators
Benefits Gifts
Discounts

Non-conscious Motivators
Emotions Psychology
Brain Bugs

Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious

Include BOTH Conscious and
Non-conscious motivators!

Benefits
“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”

Gifts & Discounts
“Free 50-page ebook!”
“$10 Starbucks card if you
complete the survey!”
“20% off until midnight!”

No Discounts,
No Motivation

Problem:
Cost to Motivate
$ €

Non-Conscious Motivators
FREE!
Effective!

Dog owners?
Pet parents?

Margaritas?
Sure, I’ll
have one!

Liking

Show attributes you
share with your
customer to create
“liking effect.”

Don’t bury these “liking
cues” deep in your site!

Copy & Content
Motivators

VS.

vs. 20¢
FRE
E
Shipping!
FRE
E
Shipping!

Use FREE offers
instead of very cheap
ones.

Scarcity
Photo via Doniv.org

Vs.

Scarcity +
Social
Proof!

Creating Scarcity

Use SCARCITY to make
your offer more
attractive.

Scarcity on Steroids

FTW

Amp up SCARCITY
EFFECT by showing
decreasing
availability.

sex

Difficulty:
Real and
Perceived

Typical Friction
Form Fields
Steps in Checkout Process
Instructions
“What am I supposed to do?”
ANYTHING in Conversion Sequence

High
Friction

Low
Friction

Near-Zero
Friction

Choice Architecture
Eric J. Johnson and Daniel Goldstein

Default Choice
Minimum Friction

Fluency

Reducing Friction
Easy = Good

Confession Site
I believe God is on IRC and that I have
found him. Sometimes I sympathize with
other prophets of the past because no
one believe me and I fear it will soon be
too late to save mankind.

More “fluent” site =
More revealing posts
Drunk Tank Pink, Alter

Guarantee
A/B Test

“You may cancel at any time.”
vs.
“John, your satisfaction is fully
guaranteed. If VetFriends is not what
you had in mind, feel free to cancel
at any time – we are here to serve
you.” WhichTestWon.com

Shorter version
+14.5%
WhichTestWon.com

Maximize conversion
with simple fonts, short
text, & easy-to-read
design.

Build Your Slide!

Align with Gravity

First a Nudge

Maximize Angle/Motivation
Conscious
&
Non-conscious

Non-conscious:
usually cheaper!

Minimize Friction

Minimizing friction
almost always costs less
than increasing
motivation!

Two slides
Google Search:
“landing page optimization”

Low Friction Social Proof
NudgesNudges

FREE Benefit
NudgesNudges

Low Friction + Free Trial

Motivation: Free Valuable Info

If it’s not a motivator,
it’s friction!

If you remember
just one thing from
today…

Change is constant and
accelerating…

Communication
Huge Change in 50 Years

Media
Huge Change in 50 Years

Mobile!
Big Data!
Social
Media!

Our Brains
NO Change in 50,000 Years!

Minimize marketing
waste:
work with your
customer’s brain and
how it is wired!

Free Resources
Neuromarketing
Neurosciencemarketing.com/blog
Brainy Marketing
blogs.forbes.com/rogerdooley/
Inside Influence Report
influenceatwork.com
Dan Ariely Blog
danariely.com
Social Triggers Blog
socialtriggers.com

Gift
Easy
Social Proof

“FREE!”
Gift
Easy
Social Proof

From socialtriggers.com

Fighting Gravity

“Textural Metaphors”
Having a bad day?
rough

“bad” “rough”

polished bright
heavy
slimy fuzzy
sharp
smooth

Use “sensory metaphor”
words for maximum
impact.

Roadblocks

Affordability
Payment Methods
Geography

Keynote at ConversionSUMMIT 2013, Frankfurt, Germany

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