Review of Digital Psychology & Persuasion Minidegree Program (Pt. 4)
How many times have you wondered why your prospects respond in a certain way?
Chances are, they responded in a way you weren’t intended to, yet…
when you try to figure out the reason behind it, you don’t get a good explanation.
“By marketing to your user’s behavioral patterns in harmony with their conscious minds, you’ll become dramatically more persuasive, motivational, and habit-forming.”
What are these behavioral patterns?
That’s what I learned this week inside the Digital Psychology & Persuasion Minidegree Program from CXL Institute. This week, I started the next phase of this program, where it has the title of “Neuromarketing & persuasion models.”
Personally, I couldn’t be more excited about this topic.
That being said, here are some of the things I learned and my review of what I covered this week.
Roger Dooley, one of the best neuromarketers alive, knows that sales and advertising are the lowest trusted industries of all. In both cases, less than 11 out of 100 people trust marketers and sales reps. That hurts, and a lot.
But why is that people don’t trust salespeople and marketers? One of the most important reasons is that most marketing and sales money is wasted.
Think about this. And will give an example as a copywriter.
We get excited when we get a 2% conversion rates on emails as that’s pretty much standard. But what about that 98%?!
I found that astonishing! And I definitely knew there must be a way to stop those numbers and find ways to get to even higher conversions (or said in another way… don’t waste money.)
That’s why Roger says that a revolution is needed… we know that the conscious mind is NOT the center of human behavior.
This means we should market to the 95% of the unconscious brain rather than the 5%.
If you’re familiar with System 1 and System 2, then you know a particular school of thought inside neuromarketing. There’s a neuromarketing spectra that puts Behavior in one side and Neuroscience in the other, referring to the first one as more of a general branch and the latest one as a specific branch.
What we have to be clear is that there’s no single school of thought that explains all behavior. Hence, we need to lookat our paroblem and see which one could help us.
At this point, you might be thinking that Neuroscience and all these practices are B.S. Well, the fact is that many people and institutes have doubted them already… yet as a conclusion we could say that you need to use established science in what you do, and never forget to test everything!
Another aspect about neuromarketing is that we have biases that can affect both ourselves and your prospects. So knowing about them can help you have an idea of what you should be looking for.
- Confirmation bias — we love getting info that supports our current belielfs. Have you thought that someone likes you whenever they see you? That’s the confirmation bias in action.
- Mere exposure effect — if you perceive something more frequently, you’re likely to see that more positively and trustworthy. That’s why influencers post daily on their IG, and why someone you hated at first ended up not being so bad.
- Loss aversion — we prefer to avoid losses that gain something. Would you rather win $100 or lose $100 if you were to participate on a bet?
- Emotional resonance — when something is relevant, it becomes of interest. That’s the base for any persuasion.
- Bandwagon effect — we want to see that people are already moving (or beliveing) towards a direction we want to take. If we see others going in that direction, we might as well go in that direction.
All of these are very applicable concepts that each website could use to make effective A/B tests and increasing the chances of finding a new winner.
Back to Roger, he developed a concept called the Persuasion Slide.
In a nutshell, there are 4 components, and each one has both a conscious and a non-conscious element:
Everything starts with gravity. It represents the customer’s initial motivation, needs, or wants. To work with gravity and not against it, make sure to always turn back to the WIIFM radio (What’s In It For Me)… if you keep your message to your market and tell them how you can help them, your customers are going to the next step.
From there, you have the nudge. In essence, this is how you get customers attention and start persuading. Here is important to have some CTAs and it will start the process of conversion.
Moving on the persuasion slide, we have the angle. You are going to get the most out of this part if you use both conscious and non-conscious motivators.
Lastly, we have friction. Whether it’s real friction (you make the process of signing up to your newsletter a long survey process) or perceived (they feel overwhelmed because they don’t know what to do next), you need to find ways to reduce friction as much as you can. In that way, conversions will increase.
So that was one course I took from this Neuromarketing course, yet I also could check the next one, called “Applied Neuromarketing”
And there key idea behind this section is that we need to first understand how the human brain works to leverage that knowledge into business growth. Next, we need to learn how to control the attention of users to change their behaviour, and then how to effectively convey the message to them so that they receive it the way we want them to and take action on it.
That was about this week.
To summarize this review, I found that even when some concepts overlap from what other courses already covered, the main topics are very different and provide enough examples to help me understand it.
Neuromarketing is considered a somewhat new field, yet as years pass it’s going to earn more respect across all fields. Having a clear understanding on the human brain will help not only marketers influence people, but the same applies for every other interaction where we relate with another human being (which I believe the rest of your conversations are still with humans.)
Next week, I’ll cover nonconscious motivation and get into cognitive biases as well, both helping us have a deeper idea on how the human brain works.
See you in 7 days.