online persuasion - bart schutz
TRANSCRIPT
Bart Schutz | @BartS | LinkedIn.com/in/bartschutz Online Dialogue B.V.
O n l i n e P e r s u a s i o n
@BartS | Online Dialogue WheelofPersuasion.com #optimize
Digita l Data
@BartS | Online Dialogue WheelofPersuasion.com #optimize
Psychology
Psychology
Psychology Psychology
Psychology
Psychology Psychology
Psychology Psychology
Psychology
Psychology
Psychology
Psychology Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
@BartS | Online Dialogue WheelofPersuasion.com #optimize
Psychology
Psychology
Psychology Psychology
Psychology
Psychology Psychology
Psychology Psychology
Psychology
Psychology
Psychology
Psychology Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
@BartS | Online Dialogue WheelofPersuasion.com #optimize
@BartS | Online Dialogue WheelofPersuasion.com #optimize
@BartS | Online Dialogue WheelofPersuasion.com #optimize
@BartS | Online Dialogue WheelofPersuasion.com #optimize
Wheel of Persuasion"
Access Code :
boston"
"
(available until Oct 10th 2013)
WheelofPersuasion.com
@BartS | Online Dialogue WheelofPersuasion.com #optimize
D e c i s i o n m a k i n g
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System 1 System 2
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Decis ion Making
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System 1 is always ‘on’
System 1 & System 2
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17 x 24 = ?
System 1 Automatic Fast Rich Effortless No control
System 2 Reasoning, logic Slow Poor Effortfull Control (choice)
System 1 is emotional System 2 is rational
System 1 & System 2
@BartS | Online Dialogue WheelofPersuasion.com #optimize
Choice Paradox
The Paradox of Choice Offer a minimum of 2 and a
maximum of 5 choices
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Choice Paradox
Goal directed? Different from orienting!
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“In Gaze Placement” Put your most persuasive
content in your customers’ gaze
Gaze Placement
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System 2
Post-decision rationalization Our consciousness is about post-decision ALIBI’S !
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Post-decis ion rat ional izat ion
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"Post-decision rationality Stop focussing on USP’s"
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Essential First
System 1
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!!! It’s all about system 1 !!!
Subl iminal reassurance
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Present focus bias
“Don’t make me think consiously”
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Ambiguity Aversion
Ambiguity Aversion: “We prefer options that are
certain”
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Focusing effect
Emphasis Framing
“The focus on specific subsets
of relevant aspects, highly
influences our judgments”
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Equivalence Framing
Equivalence Framing “The way things are stated or portrayed,
highly influences our choices”
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Visual Cueing: “Our attention is very easily influenced”
Visual cueing
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Toe in the door: Get that 1st click!
Toe in the Door
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T h e W h e e l o f P e r s u a s i o n
O n e m o r e t h i n g …
@BartS | Online Dialogue WheelofPersuasion.com #optimize
Digital Data Persuasion Psychology
Apply"science ! You need a psychologist !
“today start-ups are increasingly looking to the principles of behavioral psychology to
encourage behaviors and return visits”
@BartS | Online Dialogue WheelofPersuasion.com #optimize
@BartS bart @ onlinedialogue.com nl.linkedin.com/in/bartschutz/
online-dialogue.com online-persuasion.com
wheel-of-persuasion.com
Wheel of Persuasion
Access Code :
boston"
(available until Oct 10th 2013)
Next course: Beginning 2014 "(“we’re considering online”)