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

@BartS | Bart@OnlineDialogue.com
WheelofPersuasion.com
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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

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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 …
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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
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Filmpje
Maxima
met
lijst
kenmerken

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Minnie
Sterre

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Variation A
Variation B
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Variation A
Variation B
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Variation A
Variation B
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OnlineDialogue.com
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
@BartS
Consumer psychologist
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OnlineDialogue.com

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A c o n s u m e r
i s a b r a i n …
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System 1 versus System 2

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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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OnlineDialogue.com
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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OnlineDialogue.com
Who murdered Lord Smythe?
Inattentional blindness"
If we look at something, it
doesn’t mean we’ll
consciously see it.
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OnlineDialogue.com
Perception & Attention
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OnlineDialogue.com
Blindsight"
To see objects you’re
unconscious of
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OnlineDialogue.com
! Conscious versus subconscious processing
Subconscious

Conscious

(possibly)

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OnlineDialogue.com
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 Wilem up
Von Restorff Effect
Willem is woken up
when something is
“signiﬁcantly
different”
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OnlineDialogue.com
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Or place yourself in Maxima’s attention
Gaze Placement
Put your most
persuasive content
earlier ‘in Maxima’s
gaze’
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OnlineDialogue.com
Especially when she’s emotional
Attentional Bias
Maxima pays
attention to the
things that touch "
us
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OnlineDialogue.com
Or direct Maxima’s attention
Gaze Cueing
Direct Maxima’s
automatic attention
by looking in the
right direction
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OnlineDialogue.com
To where you want her to look
Visual Cueing
Our attention "
is very easily
inﬂuenced
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OnlineDialogue.com
Even if it’s rather subtle
Perception-"
Behavior Link
Mere perceptions
can induce "
behavior
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OnlineDialogue.com
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 Motivation
Future motivation?"
Nothing wrong with it! Except
that we never live in the future
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OnlineDialogue.com
Intrinsic versus Extrinsic
Extrinsic?"
Measure the long-term effect
of extrinsic motivators!
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OnlineDialogue.com
Social versus Monetary Motivation
Betere
plaat!

Social markets"
Society is build on them.
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OnlineDialogue.com
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Ask Willem when it’s future motivated
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 ’ re a re a l a s s h o l e

OnlineDialogue.com
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OnlineDialogue.com
Don’t force Maxima
“Mandatory ﬁeld”
“Optional ﬁeld”
Autonomy
Let your customer
think he’s free "
in his choices
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OnlineDialogue.com
Instead: give her choices
One-Choice "
Paradox
Introduce choices
(even trivial ons)
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OnlineDialogue.com
Try not to put money into the equation
Yes, I allow others to contact me about this trip.
√ You make a chance of winning € 100
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OnlineDialogue.com
But build on Maxima’s social norms
√ You help others making the right choice from our trips
√ We can optimize our trips and service for you and others
√ 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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OnlineDialogue.com
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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OnlineDialogue.com
! Makelaarsland
Or make him think of it himself
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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OnlineDialogue.com
Than get Willem 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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OnlineDialogue.com
Make sure you win on that one thing
Analyze
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 him
Chunking
Group information
into manageable
units
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OnlineDialogue.com
Or just leave it out
Less is more
Willem can’t deal
with more than 3-5
pieces of "
information
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OnlineDialogue.com
Information Overload
And realize he is a rationalizing being
Post-decision
rationalization
Treat USP’s as
nothing more than
alibi’s
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BTW: How good is your Willem?
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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!

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It’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 friends
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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Digital Data
Cerebral
Revenue
Optimization

CRO = Cerebral Revenue Optimization
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Get to know that brain better than it knows itself!
Digital Data
Customer
Intelligence

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@BartS
bar@onlinedialogue.com
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
2014)

OnlineDialogue.com
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T h a n k y o u !
@BartS
bar@onlinedialogue.com
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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Bart Schutz / @barts Keynote - System 1 & System 2 - Willem & Maxima - Eilte Camp Estonia