triggers, tales and turnoffs
TRANSCRIPT
#IS2015 @mrdancohen
TRIGGERS, Tales and Turnoffs
Emotion + Stories + Sales + Words + Content + Volume + Hypnosis + Writer’s Spirit + Research + Reading + Writing + Conversion + Language + Visualization + Culture + Understanding + Greatness + @mrdancohen + Triggers + Tales + Turnoffs +
Love + Details + Media + Excellence + Resilience + Knowledge + Education + Workshops + Speeches + Hidden Secrets
#IS2015 @mrdancohen
CONVERSION!
#IS2015 @mrdancohen
Sir Richard Paget, 2nd Baronet.
Nice to meet you.
#IS2015 @mrdancohen
#IS2015 @mrdancohen
#IS2015 @mrdancohen
"Thomas Bresson - Foudre-4 (by)" by Thomas Bresson - Eclairs. Licensed under CC BY 2.0 via Wikimedia Commons - https://commons.wikimedia.org/wiki/File:Thomas_Bresson_-_Foudre-4_(by).jpg#/media/File:Thomas_Bresson_-_Foudre-4_(by).jpg
#IS2015 @mrdancohen
"Bacon". Licensed under CC BY-SA 3.0 via Wikimedia Commons - https://commons.wikimedia.org/wiki/File:Bacon.jpg#/media/File:Bacon.jpg
#IS2015 @mrdancohen
#IS2015 @mrdancohen
"1993 Rolls Silver Spur II MPW Limo" by Mr.choppers - Own work. Licensed under CC BY-SA 3.0 via Wikimedia Commons - https://commons.wikimedia.org/wiki/File:1993_Rolls_Silver_Spur_II_MPW_Limo.jpg#/media/File:1993_Rolls_Silver_Spur_II_MPW_Limo.jpg
#IS2015 @mrdancohen
"2012 Suedchinesischer Tiger" by J. Patrick Fischer - Own work. Licensed under CC BY-SA 3.0 via Wikimedia Commons - https://commons.wikimedia.org/wiki/File:2012_Suedchinesischer_Tiger.JPG#/media/File:2012_Suedchinesischer_Tiger.JPG
#IS2015 @mrdancohen
#IS2015 @mrdancohen
The mouth physically imitates the definition of the words it speaks.
#IS2015 @mrdancohen
Agent
Agency
ScenePurpose
Act
Meet the PentadAttitude
#IS2015 @mrdancohen
Houston IMA
(Schedule)
Museum, TodayConversion
#IS2015
#IS2015 PentadProfessional
#IS2015 @mrdancohen
Me
Presentation
Stage, NowStories
TTT
Meet the MomentEducation
#IS2015 @mrdancohen
Shopper
Online Shopping
Computer or Device, Anytime, Anywhere
Deal, Speed, Price
Purchase
Online B2CInstant Gratification
#IS2015 @mrdancohen
Decisionmakers
Online Shopping
Computer or Device, Probably at Work
ROI and Convenience
Purchase
Online B2BPerformance
#IS2015 @mrdancohen
Decisionmakers
Tradeshows
Phone, Gatherings
ROI and Trust
Purchase
Traditional B2BConvenience/ROI
#IS2015 @mrdancohen
B E
G
I
#IS2015 @mrdancohen
B E
G
I
Every Action Movie Ever
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B E
G
I
Every Rom-Com Movie Ever
#IS2015 @mrdancohen
B E
G
I
Rob Zombie Films
#IS2015 @mrdancohen
Credibility and validity in context of audience, lead to believability and a willingness to convert.
#IS2015 @mrdancohen
Sound Credibility
Sound Narrative
#IS2015 @mrdancohen
B E
G
I
Apple’s 1984
#IS2015 @mrdancohen
Hero (Apple)
Uprising
1984, Orwellian Universe
Freedom
Defiance
Apple 1984 Hero PentAd PointRevolution
#IS2015 @mrdancohen
Buyer
Niche Movement
WorkshopValue and Capabilities
Purchase
Apple 1984 Buyer PentAd PointRebellion
#IS2015 @mrdancohen
B E
G
I
Apple’s 1984
CTA
#IS2015 @mrdancohen
B E
G
I
CTA
CTA CTA
Classic Car Commercial or B2B
#IS2015 @mrdancohen
Buyer
Shopping
Computer or Device, Probably at Work
ROI and Convenience
Purchase
Sales Feature Benefit PentAd Point (Buyer)Service
#IS2015 @mrdancohen
Item
Execution
Computer or Device, Probably at Work
Delivering
Sale
Sales Feature PentAd Point (Seller)Service
I
B E
Avoiding Future IssuesGood Job
Suspension
Storified Email Campaign
#IS2015 @mrdancohen
Gesturesled to…
Languagewhich developed into…
Narrativevia…
Plot Points
"Marc Trestman" by Jim Larrison - https://www.flickr.com/photos/larrison/14896117516/in/set-72157646458913082. Licensed under CC BY 2.0 via Wikimedia Commons - https://commons.wikimedia.org/wiki/File:Marc_Trestman.jpg#/media/File:Marc_Trestman.jpg
#IS2015 @mrdancohen
By KlioKlein (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
Congruence CONVERTS!
#IS2015 @mrdancohenSound
#IS2015 @mrdancohen
IMPLICATION
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Tone
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Structure
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B E
G
I
Today’s PresentationCTA
#IS2015 @mrdancohen
Analysis
