The Persuasion Slide by Dooley, Roger -- Read -- Imperial Library of Trantor

Index

Title Page Table of Contents About The Author

Praise for Brainfluence

Introduction: Why Marketers Need a New Persuasion Model

Sad Truth: We Are Lousy at Persuasion “Don’t Confuse Me With Facts” Science to the Rescue? The Divide Between Business and Academia Our Goal The Paradox of (Marketing) Choice

Chapter 1: Slide-Ology 101

The Origin of The Persuasion Slide Inclined to Slide And, in the Other Corner, Friction Opposing Forces Getting Launched G – A – N – F

Chapter 2: Two Kinds of Thinking

Right Brain vs. Left Brain Lizards and Lemurs System 1 vs. System 2

Our Lazy Brains Like Shortcuts

Conscious vs. Non-Conscious Both Kinds of Thinking Are Important

Chapter 3: The Persuasion Slide

A Simple Example A Terrible Slide - Deconstructed Building a Better Slide

Chapter 4: Work With Gravity, Not Against It

Align Your Message You vs. We Got Gravity?

Chapter 5: The Nudge

Overcoming Inertia The Motivation Component of the Nudge Two Nudge Extremes

Chapter 6: Making A Steeper Slide

Initial Motivation Death of the Hard-Selling Salesman Go with Gravity Conscious Motivation Boosters Gifts and Bribes Non-conscious Motivators

Cialdini’s Six Principles More Non-Conscious Motivation: Evolutionary Psychology Non-Conscious Motivator Example: FREE! Many More Non-Conscious Motivators

Chapter 7: Fighting Friction

Types of Real Friction

Blockers

Difficulty and Effort Increase Friction

Form Friction Confusion and Uncertainty Other Kinds of Real Friction

Perceived Friction: “Imaginary” Difficulty

Choice Friction

Abandoned Shopping Carts Low Conversion The Frictionless Order

Chapter 8: If It’s Not Motivation, It’s Friction

The Friction Hunt Landing Pages – Pure Conversion Other Website Pages

Chapter 9: Small Slides

My Not-So-Simple Luggage Buy Micro Conversions Micro-Commitments Truly Complex Slides

Chapter 10: Final Takeaway

Free Resources

Appendix: Real-World Slides

Example: Compliance With Medical Instructions

Getting a Patient to Take An Entire Course of Antibiotics The Typical Scenario Gravity – The Patient’s Motivation The Nudge Enhanced Nudging Better Nudges, Better Results The Angle – Motivation from Health Care Professionals Conscious Motivators Non-Conscious and Emotional Motivators Reducing Friction

Multi-stage Slide Example: College Enrollment

Slide 1 – Making the “List” Slide 2 – The Application Cutting Application Friction Slide 3 – Enrollment Sub-Slides

End Notes