This document discusses neuro-persuasion strategies for online marketers. It emphasizes that while communication and media have changed rapidly, the human brain has not changed in 50,000 years. To be effective, marketers must understand how the brain works and use strategies that work with how the brain is wired, such as leveraging unconscious motivators like emotions that often cost less than conscious strategies. It also stresses testing different persuasive elements and techniques to see what generates the best results for a given marketing goal.

1. Neuro-persuasion
Brain-based Strategies for
Online Marketers
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley

2. #cxllive
@rogerdooley

4. NOT
ME!

7. Is Psychology
Bullshit?

8. “I see a
train wreck
looming.”
- Daniel Kahneman
2013

9. 39 out of 98
Studies
Replicated
Nature, 2015

10. Publication Bias, more…

14. 2016:
Redemption?

15. Takeaway:
Test,Test, Test

16. App revenue, 2017:
$269,000,000,000
-Statista.com

17. Through 2018,less than
0.01 percent of consumer
mobile apps will succeed.
-Gartner Group
99.99%
@rogerdooley

18. Ecommerce Revenue, 2015:
$1,672,000,000,000
-Emarketer

19. $4,000,000,000,000.
2015 Est. – Business Insider
@rogerdooley

24. Conscious
mind

25. “Just as Galileo removed the earth
from the center of the universe,the
current revolution removes the
conscious mind from the center of
human behavior.”
-John Bargh,Yale

27. 5% Conscious

28. 95% Non-conscious

29. How much of the brain are you
marketing to?

30. Robert Cialdini: 6 Principles

31. BJ Fogg: Behavior Model

32. Daniel Kahneman
System 1 System 2

33. Geoffrey Miller:
Evolutionary Psychology

34. Behavior Research

36. No single
theory explains
all behavior!

37. Free shipping!
Bigger discount!
Great reviews!
Social Proof!
Emotion!
Testimonials!
Features!
Benefits
Scarcity!

38. The
Persuasion
Slide
™

41. Every element has
a conscious and a
non-conscious component!

42. Gravity
• Initial Motivation
• Needs
• Wants
• Goals

43. Fighting Gravity
“Do this for us!”

44. Fighting Gravity

45. Work WITH Gravity
“We will help you!”

46. Work WITH Gravity
From iwillteachyoutoberich.com
“Make
Money!”

47. Nudge
Attention!

48. Nudges
Phone Call
Call to Action
Popup
Search Ad
Banner Ad
Email Alarm
Sign
Sales Call

49. Bad Nudge
From pawesome.com

50. chrisbrogan.com

51. From
chrisbrogan.com

52. Nudge must be seen
& start the process

53. NudgeWithout Motivation

55. Angle
Motivation!

56. Conscious Motivators
Benefits
Gifts
Discounts
Features
Specifications Prices

57. Non-conscious Motivators
Emotions Psychology
Brain Bugs

58. Include BOTH Conscious and
Non-conscious motivators!

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

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

63. No Discounts,
No Motivation

65. Problem:
Cost to Motivate
$ €

66. Non-Conscious Motivators
FREE!
Effective!

67. Are you a pet owner?

74. Liking

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

77. Put “liking cues” on your
landing & home pages!

78. 13,237 Conversion
Experts Use
Social Proof!

79. Action vs. Preference
• “ordered” vs.“preferred”
• “viewed” vs.“liked”

82. Decoy Marketing

85. Add a more expensive
product to boost sales
of a lower priced one.

90. MakeYour Own Scarcity
“Offer expires at midnight!”
“Only 25 available at this price!”

92. Tiny Choices, Big Impact

93. 299$

94. 299$

95. Men Women

96. $1,299.00
1299

98. +64% - “tastier”
+100% - “definitely buy”

99. sex

100. Friction

101. Difficulty:
Real and
Perceived

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

103. High
Friction

104. High
Friction

105. Near-Zero
Friction

106. User Experience
Friction

107. Disabled Autofill

108. “Autocomplete
tags reduce
friction!”

109. Super-strong Passwords

110. Quick Auto Logouts

111. Check every step of the
conversion process.

112. “Imaginary”Friction
&
Cognitive Fluency

113. Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer è è è More Dangerous

114. 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.

115. 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.

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

117. 17%
couldn’t
decide.

118. 40%
couldn’t
decide.

123. Minimize perceived friction
with simple fonts, short text,
& easy-to-read design.

124. Important:
If it’s not motivation,
it’s friction!

125. Build Your Slide

126. Align with Gravity

127. First a Nudge

128. Maximize Angle/Motivation
Conscious
&
Non-conscious

129. Non-conscious:
almost always
costs less!

130. Minimize Friction:
Real & Imaginary

131. Minimizing friction almost
always costs less than
increasing motivation!

132. If you remember
just one thing from
our time together…

133. Change is constant and
accelerating…

134. Communication
Huge Change in 50 Years

135. Media
Huge Change in 50 Years

136. AI!Big Data!
Virtual
Reality!Mobile!

137. Our Brains
NO Change in 50,000Years!

138. Convert better by
working with your
customer’s brain and
how it is wired!

139. Neuro-persuasion
Brain-based Strategies for
Online Marketers
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley