Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Neuromarketingon the Web
Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/
#nmwf
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
2011 - 2013
Brainy Marketing
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
The Downside…
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Honesty & Ethics Very High/High
• Nurses – 85%• Engineers – 70%
• Advertising – 11%• Sales – 8%
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
CEO Trust
•CFOs – 90%•CIOs – 90%•CMOs – 20%
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Most MarketingIs Wasted.
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Marketing Waste
95% - New Products98% - Direct Mail98% - Sales Emails93% - Sales Calls50% - Large Branding
Campaigns
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
CEO Consumer
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
My Mission:
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Cut marketing waste –
even a little!
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Bring neuromarketingto the
99%!
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
ActionableAdvice
BehaviorResearch
Neuroscience
Research MarketingStudies
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Behavior Research
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Neuro-Nudges
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
GlobalNeuromarketing
Interest
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Neuromarketing Searches2006 - 2013
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Neuromarketing on the Web
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Jonathan Zhang | Daily Trojan
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
50,000,000,000
Pages
YourAmazingly
Well-WrittenContent
SocialSharing
SEO
Engagement
Action!
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Copy
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Engaging Copy
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Jump-start it with metaphor!
Lifeless Copy?
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Jump-start it with metaphor!
Lifeless Copy?
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Crime wave = “beast” vs. “virus”
Different actions
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Use metaphors to change minds!
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Tell Stories
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Use a story to engage the reader’s brain.
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Testimonials
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Use story testimonials for
maximum impact and memorability.
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Adjectives
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
• Slow the reader?
• Reduce impact of action words?
Adjectives = Evil?
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
More adjectives ↓
Less social sharing
-Dan Zarrella
Adjectives = Evil?
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Adjectives = Good!
Sales +27% w/adjectives
-Brian Wansink
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
• Traditional Cajun Red Beans w/Rice
• Succulent Italian Seafood Filet• Tender Grilled Chicken• Homestyle Chicken Parmesan • Satin Chocolate• Grandma’s Zucchini Cookies
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
• Vivid• Sensory• Emotional/Nostalgic• Specific• Branded
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
“Textural Metaphors”
Having a bad day?rough
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
“bad” “rough”
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
polished bright
heavy
slimy fuzzy
sharp
smooth
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Use “sensory metaphor” words for
maximum impact.
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Use vivid, sensory, emotional adjectives to engage the brain.
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
The Doppelganger Effect
Brand Preference
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Social Personalizatio
n
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
The Doppelganger Effect
@rogerdooley#AFD12 #Brainfluence
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
WunderlandMovies.de
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Playboy: http://youtu.be/isjPpbmnaYo
Amazing use of Facebook data: http://www.takethislollipop.com/
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Untapped opportunity:
Put your customerin the ad.
@rogerdooley#AFD12 #Brainfluence
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Source: James Breeze
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Source: James Breeze
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Use baby images to attract and focus
attention.
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Rudeness&
Revenge
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
What canceledrudeness effect?
@rogerdooley#AFD12 #Brainfluence
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Sorry!
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Apologies really DO work. Apologize!
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
When you don’t apologize…
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
viMajor airline
Via Brian Solis
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Sellingto
Guys?
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Impatient &Short Term Emphasis
-Margo Wilson and Martin Daly
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Attractive Photo =
-4% Loan Interest Rate
Marianne Bertrand et al, 2005
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Test
Source: IonInteractive
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
+95%
+35%Source: Ion
Interactive
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Scarcity
Photo via Doniv.org
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Vs.
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Scarcity +Social Proof!
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Creating Scarcity
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Use SCARCITY to make
your offer moreattractive.
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Scarcity on Steroids
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
FTW
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Amp up SCARCITY EFFECT by showing
decreasingavailability.
NN
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
“The most important word in the vocabulary of advertising is TEST.”
-David Ogilvy
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
If you remember just one thing from today…
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Change is constant and accelerating…
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Communication
Huge Change in 50 Years
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Media
Huge Change in 50 Years
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Mobile!
Big Data!
Social Media!
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Our Brains
NO Change in 50,000 Years!
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Work with your customer’s brain
and how it is wired!
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Free ResourcesNeuromarketingNeurosciencemarketing.com/blog
Brainy Marketingblogs.forbes.com/rogerdooley/
Inside Influence Reportinfluenceatwork.com
Dan Ariely Blogdanariely.com
Social Triggers Blogsocialtriggers.com
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@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
Neuromarketingon the Web
Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/