Preso v4

The power of persuasion & motivation

Making psychology your marketing tool

Nikola Tesla (1856 to 1943)

1. Alternating Current 2. Light 3. X-rays4. Radio 5. Remote Control 6. Electric Motor7. Robotics 8. Laser 9 and 10. Wireless Communications and Limitless Free Energy

Over 700 patents

“It’s a sad, sad story.

The inventor (Tesla) couldn’t commercialize anything.

He could barely fund his own research.”

Larry Page, Google’s co-founder

There is more than one approach to marketing

In marketing (like in life)effective starts with understanding

That’s why we are here

Agenda– A bit about the brain– Motivation & persuasion • What works• Why it works• How to’s & examples

• 2 systems

“Thinking fast & slow” - Dr.Daniel Kahneman, 2002 Nobel Laureate

Instincts

Food Sex Danger

Hello Gorgeous

Fear Grabs Our Attention

Are you safe?

Cyber security

Did you cover everything?

QA & testing

Other Variations of Fear

Loss Aversion

Test Drive - loss aversion in marketing

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Hold xx in your hands…..

Imagine xx in your house….

Try it on….

Scarcity

Learn from the masters - KickStarter

Food & Sex

Rewards

Pavlov started. Skinner continued.

New behavior

Variable reward schedule

Constant rewards

Ongoing behavior

Translated to marketing

Gaming: Make it easy to win at first. Harder as it goes along.

Constant rewards: 10th cup free

Variable schedule: random praise

Evolution

Our brain size x 3

Complex Social Relationships

“You will either step forward into growth or you will step back into safety.” (Abraham Maslow)

The Need to Belong

Practically speaking:are you a chocoholic

A chocoholic is a person who loves chocolate.

Social Proof - Everyone is doing it

Breaking the Paradigm

YOU

BECAUSE

Authority

• Professors• Doctors• Analysts• Media• Bloggers• Leaders • Influencers

Liking

Familiarity – I know youSimilarity – I’m like youAttractive – I like to like

Social media a friend told me

Cold calls / emails

I got your name from…get introduced

Emailsbe known

Dress for Success

Hint: Attractive & Similar

A marketing lesson from the Krishna

Reciprocity

• Give away’s• How about a drink?• Information • Holiday cards• I’m thinking of you...

The incredible power of stories

Consistency

Pain Points

Share the painTell me a story

Connect & change the path

Thank You

Tally Netzer | [email protected]

“My brain is only a receiver. In the Universe there is a core from which we obtain knowledge, strength, inspiration.” -Nikola Tesla

Some of the Sources

• How to Get People to Do Stuff - Susan Weinschenk, 2013

• Influence - Robert Cialdini, 1984• Thinking Fast & Slow - Daniel Kahneman, 2002• Predictably Irrational – Dan Ariely