The power of language & emotions in marketing

the power of language & emotions in marketing

#persadoSpeaks

Guy Krief, SVP Product & Innovation

Persado guy.krief@persado.com

@guykak

variants marketing message

response click-through rate

1.81%

1.62%

1.59%

0.92%

100% at stake!

variants marketing message

response click-through rate

1.81%

1.62%

1.59%

0.92%

ELASTICITY  THE  LANGUAGE  OF  A  MARKETING  MESSAGE  CAN  GENERATE  VARIATIONS  IN  RESPONSE  RATES  OF  UP  TO...      800%  

TECHNOLOGY NOW ALLOWS TO TEST & TRACK_ C:\

“What should we put in there?”

a big but... #finite# number of variations

Theoretical / logical approach

1 Generate all the possible variations

2 Test all those

variations +

(1)  You  will  need  to  hire  1,000s  of  copywriters,  for  a  

few  years.    

#cost  #'me  

(2)  You  will  need  more  than  all  current  living  

humans  on  earth.    

#cost  #possibleNOT  

“it’s all about organization”

_emoSonal_  

_formaTng_  

_funcSonal_  

_features_  

Those are the

KEY  COMPONENTS  OF  ANY  MARKETING  MESSAGE  

Generate  &  model  the  universe  of  possibili5es,  aka  

 THE  SEMANTICAL  SPACE  

>>> we got there by analyzing billions of online customer interactions, took us 3 years, and $15m in R&D

so, what we mean, is going from... THIS

... to this.

Having modeled the semantical space allows

to properly sample it

that’s  s'll  millions  of  combina'ons  

Let’s talk math: #A/B testing 200 responses / variant

#Multi-variate 30 responses / variant

#Statistical_algorithms 0.003 responses / variant

~ 300 MILLION RESPONSES

~ 45 MILLION RESPONSES

~ 4,000 RESPONSES

TO EXPLORE 1.5 MILLION VARIANTS

Enjoy the absolute best message #HOLYGRAIL  #PERFORMANCE  #ROI  

does NOT magically apply anywhere

P-R-O-C-E-S-S P-A-G-E-S

whatever the language,

99% WILL CLICK

*  *  the  remaining  1%  don’t  speak  English  

RUNNING  A  DIAGNOSIS  allows to concentrate effort & money on impression that matter

that's a response elasticity test

with semantical extremes

INSTANT                VS.          D E L A Y E D

on  text  messages,  nega5ve  emo5ons  tend  to  

underperform...  except  in  La5n  America  where  

urgency  (“hurry  up")  is  the  strongest  category  

probably  a  bad  idea  to  use  impera5ve  in  email  subject  

lines  

 on  the  web,  you  can  get  clicks  from  nega5ve  emo5ons  (like  “don’t  

miss  it”  or  “limited  5me  offer”),  but  not  conversions  

 there  is  absolutely  no  

correla5on  between  length  of  subject  lines  &  open  rates  

of  emails  

 if  you  are  to  use  

immediacy  in  a  call-­‐to-­‐ac5on  on  the  web,  “today”  has  higher  chances  to  

perform  than  “now”,  that  is  for  

conversions  :)  

first  person  voice  in  the  CTA  (“that’s  a  deal”,  

“let’s  go”)  performs  very  well...  for  social  gaming  only..  but  both  on  web  &  

email  

on  the  web,  the  performance  of  ac5on  verbs  like  “start”  in  the  CTA  is  highly  product  

sensi5ve  

on  the  web,  over-­‐communica5ng  about  discount  &  sales  tends...    

...to  have  a  nega5ve  impact  on  actual  

conversions  

emo5ons  generate  most  of  the  impact  across  channels,  except  for  email  

subject  lines  where  it’s  product  features    

op5mism  is  the  strongest  emo5on  for  

instant  responses  across  all  digital  channels,  on  average  the  use  of  “awesome”,  “you’re  

lucky”  generates  clicks!  

worst  emo5on  for  conversion  across  channels  is  a  nega5ve  one,  it’s  threat  (“aNen5on”,  “watch  out”,  “important”)  

in  financial  services,  intense  posi5ve  

emo5ons  (op5mism  like  “  you’ll  love)  have  a  posi5ve  impact  for  

premium  clients...  but  a  nega5ve  impact  on  

regular  clients  

SOURCE: PERSADO •  65MILLION UNIQUE USERS •  703MILLION DIGITAL IMPRESSIONS •  45MILLION RESPONSES

thank you. questions anyone?

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