Roger Dooley’s first book Brainfluence began a fascinating and valuable conversation on neuromarketing and how companies and writers can utilize scientific concepts to attract and motivate customers. His second book on the subject, The Persuasion Slide continues with even more information and advice on how to integrate techniques to attract business. Dooley’s observations serve as a practical handbook on what you need to know about how to influence people’s buying habits through writing.
Takeaway’s:
Dooley explains that “The Persuasion Slide” offers an abundance of actionable business advice for writers based on the same science that is used to analyze people’s brain waves when they watch advertisements:
- How using psychology and behavior research to determine how to appeal to the customer’s “conscious needs and unconscious minds” can produce highly successful results for businesses
- That telling a story is a very effective tool to use in eliciting responses from an audience, a story can effectively make two different individuals brains sync up and react in the same manner at a certain word or imagery
- Writing content that aligns with a companies brand personality is one method of creating a conscious and unconscious connection to the consumer. For example, a Hummer ad would be more effective in rugged terrain rather than discussing how they attempted to become ecologically friendly.
- Using metaphors as tag lines is an example of how many major brands are using neuromarketing to appeal to consumers: Burger King-“Have it your way,” Allstate-“You’re in good hands”
- Elements of The Persuasive Slide:
- The processes involved in affecting behavior
- Alignment – ensuring appeals align with the brand and the consumer’s wants and needs. Pairing words and imagery to invoke reactions.
- Identify how to “nudge” people down the slide; get their attention, start the process of motivating them to action
- Determine the angle of the slide, which is the motivation being provided
Roger Dooley reminds us that when using neuromarketing:
“It’s important to be consistent with the brand’s identity”
“Certain words can actually evoke sensory reactions, such as the word ‘rough.’ Using those types of words along with imagery together can create strong reactions in people.”
Listen to the full podcast:
Amiee B is a 3-Star writer at WriterAccess
Find out more about the science behind neuromarketing and how writers can utilize the same concepts in content orders for clients. To learn more about Roger’s insight and tips for utilizing this fascinating topic, check out the full podcast here.
3-Star writer Aimee B has been writing professionally in a variety of capacities for over fifteen years, she has experience in professional, creative, and editorial writing styles.
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