@basvandenbeld

Bas van den Beld, State of Digitalwww.basvandenbeld.com | www.stateofdigital.com

The Psychology Behind The Content

@basvandenbeld

Speaking, Consulting, Publishing, Training

@basvandenbeld

@basvandenbeld

I can’t choose between the different backpacks

@basvandenbeld

I would buy if things would make sense

@basvandenbeld

Like most people I happily pay more if the perception of what I’m getting is that it’s good

@basvandenbeld

@basvandenbeld

But most of the time it doesn’t make sense

@basvandenbeld

The same happens online

The problem of choice

@basvandenbeld

@basvandenbeld

@basvandenbeld

@basvandenbeld

@basvandenbeld

@basvandenbeld

Attention is a currency

@basvandenbeld

More choices don’t always lead to more sales

@basvandenbeld

What we all want is…

@basvandenbeld

@basvandenbeld

Most purchasing decisions have both conscious and non-conscious components

@basvandenbeld

We need to get into people’s brains

@basvandenbeld

Understand who you are targeting

The psychology behind successful content

@basvandenbeld

@basvandenbeld

We plan future behaviour by relating present experiences to memories, past experiences, and learned associations

Know the motivation of your audience, initial motivation is critically important

@basvandenbeld

You need to work with the customer’s needs and desires

@basvandenbeld

People warm to you very quickly if you open your eyes, ears, and heart to their culture

@basvandenbeld

@basvandenbeld

The more personal, the better

@basvandenbeldhttp://answerthepublic.com/

@basvandenbeld

Understand perspective

@basvandenbeld

@basvandenbeld

@basvandenbeld

@basvandenbeld

@basvandenbeld

Context means everything

@basvandenbeld

Find shared values with your audience

@basvandenbeld

Find a common enemy

@basvandenbeld

@basvandenbeld

Create something people can’t resist

@basvandenbeld

@basvandenbeld

We don’t want to lose, or miss out

@basvandenbeld

@basvandenbeld

Surprise makes us look (twice)

@basvandenbeld

@basvandenbeld

@basvandenbeld

Use the right words

@basvandenbeld

The 5 most persuasive words in the English language

• You

• Free

• Because

• Instantly

• New

Guide people

@basvandenbeld

People fill in the gaps

@basvandenbeld

Kanisza Triangle

@basvandenbeld

@basvandenbeld

@basvandenbeld

@basvandenbeld

@basvandenbeld

Visual cues

@basvandenbeld

People want to recognise themselves

@basvandenbeld

@basvandenbeld

@basvandenbeld

I tweet, share, and write about this stuff.

Get regular updates by subscribing here: http://std.al/joinstodHave Bas speak or train at your even or company consult? Get in touch!

Bas van den Beldwww.basvandenbeld.com

www.stateofdigital.com

nl.linkedin.com/in/basvandenbeld

@stateofdigital

@basvandenbeld

New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse