Bart Schutz / @barts Keynote - System 1 & System 2 - Willem & Maxima - Eilte Camp Estonia

@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


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


@BartS | [email protected] WheelofPersuasion.com OnlineDialogue.com 5 @BartS | [email protected] WheelofPersuasion.com OnlineDialogue.com

@BartS | [email protected] WheelofPersuasion.com OnlineDialogue.com 6


Filmpje Maxima met lijst kenmerken

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15


Minnie Sterre

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Variation A Variation B

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Psychologist

Psychologist

Psychologist Psychologist

Psychologist


Psychologist

Psychologist

Psychologist

Psychologist

Psychologist


Psychologist

Psychologist

Psychologist

Psychologist @BartS

Consumer psychologist



A c o n s u m e r i s a b r a i n …



System 1 versus System 2


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

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Blindsight"To see objects you’re

unconscious of 30


! Conscious versus subconscious processing Percept ion & Attent ion

Subconscious

Conscious (possibly)

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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


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


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




Or just leave i t out

Less is more Willem can’t deal

with more than 3-5 pieces of "

information



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



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!


I t ’s more about Maxima!

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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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O n e r e q u e s t …

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Digital Data Persuasion Psychology

Conversion Rate

Optimization

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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 !


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)


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

Bart Schutz / @barts Keynote - System 1 & System 2 - Willem & Maxima - Eilte Camp Estonia

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Transcript of Bart Schutz / @barts Keynote - System 1 & System 2 - Willem & Maxima - Eilte Camp Estonia