the abcs of persuasive copy with nancy harhut
TRANSCRIPT
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The
Nancy HarhutChief Creative Officer, HBT Marketing
of Persuasive Copy
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— Cornell University: Eat 2X as much
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— Gary Hennerberg: 60% sales
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— Robert Cialdini, American Cancer Society 28% 50%
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Decision Making
Shortcuts
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Authority
Principle
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Because
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— Ellen Langer, Harvard University
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Weight Watchers works because it’s not a diet. You’ll learn how to eat right and live healthy.
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Commitment and
Consistency
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Drive Safely
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Thanks for your ongoing support. Want to help out again?
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Deals
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Price
Cost
Pay
Spend
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— PayPal: 27% abandonment
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Eye Magnet
Words
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— Robert Levine, The Power of Persuasion
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Worldata: 11%
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Framing
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— Elizabeth Loftus: 40.8 mph vs. 31.8 mph
(28%)
Crashed vs. Contacted
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— Journal of Consumer Research, 20% lift
$5FEE
vs.
Small $5
FEE
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40-125% lift in conversion,
Journal of Marketing Research,
New Neuromarketing, Netherlands
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Guarantee
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Herd Mentality
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Information
Gap Theory
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5 Ws + 1H
— George Loewenstein
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Who Are the Year’s Best-Loved Brands?
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Where’s the birthplace of wine?
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When NOT to A/B Test Your Mobile App
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Why an online marketing suite is a game changer
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Jargon
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vs.
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Two exceptions
1. Suggest more value
2. Imply insider status
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Coupon vs. Certificate
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Knowledge
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Have you heard your colleagues complain about low back pain…
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Loss
Aversion
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— Endowment Effect
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Mental
Energy
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— Copy Hackers: Dressipi.com, 123.9%
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— Adlucent: 233% better conversion rate
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New
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New warming trends.
Top 5 Persuasive Words — Copyblogger
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Now accepting nominations for Marketing Hall of Femme
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Announcing our Spring Special
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Finally you can get the coverage you need
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Ed Sheeran – On Tour Soon!
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Overcome
Objections
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No matter if your message is running in
email or direct mail, online or on TV, these
rules for marketing creative, design and
readability will help you boost response
and ensure a profitable bottom line.
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Cancel any time*
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Personalization
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29.3% Experian
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Questions
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Questions = 140% lift
— BI Norwegian School of Business
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Scale of 1-5, how bad do your sales presentation suck?
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Rational and
Emotional
@nharhut— Antonio DiMassio
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Storytelling
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99¢ $59
Significant Objects
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Time
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— Nielsen Norman Group
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• Don’t bury the lead
• Be clear and concise
• Use bolds, subheads, bullets, lists
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Urgency
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11/16/12, eBay starting bid: $200,000
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Only 7 tickets left at this price!
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For just a very limited time
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Von Restorff
Effect
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31-34% , Worldata
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Oops! Here’s the email we meant to send
Worldata: 47% open rate
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Wordplay
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• Rhyme
• Simile
• Surprise
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— Matt McGlone
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Dressed to CHILL
— University College London
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X Factor
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— 67% vs. 97%, Cornell
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You
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You and your employees
16% , CTR Worldata
Your employees
Your employees
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We’ve never looked better.
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Zeigarnik
Effect
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— 79%, Wharton, USC
Nancy.Harhut @nharhut Nancy Harhut
Nancy Harhut
THANK YOU!
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