How to Use New Insights about Human Behavior and Decision-Making to Increase Engagement and Response
Thursday, July 14th, 2016
11:15 AM - 12:30 PM: Breakout 2
The emerging field of decision-science will soon have a game-changing effect on how marketers communicate. More and more evidence is uncovered every day by social scientists, neuroscientists, and behavioral economists that proves people are hard-wired to behave in certain ways.
Even though customers THINK they are in control, the fact is they make UP TO 95 percent of their decisions subconsciously - automatically and instinctively. And these automatic behaviors can be prompted! This has huge implications for how we market and fundraise - how we design packages and pages, structure asks, write headlines and subject lines, etc. By injecting these proven principles of social science into our direct and digital marketing creative, we can increase engagement and response.
This session will help you explore how to incorporate this emerging field into the work of marketers and fundraisers - leveraging surprisingly persuasive scientific principles like choice architecture, loss aversion and cognitive fluency. You'll see numerous in-market examples, including some that have had double and triple digit lifts over the controls. You'll know why they work. And where to apply them. What's more, you'll be among the first to see the results of AARP's newest in-market tests using these tactics.
Learning Outcome #1
By attending this session participants will learn: Five scientifically proven ways to use the hardwired decision-making shortcuts all people have in order to get them to behave the way you want them to.
Learning Outcome #2
By attending this session participants will learn: Surprising new, easy to implement techniques that increase the likelihood your target will open, engage with and act on your messages.
Learning Outcome #3
By attending this session participants will learn: A working knowledge of copy and design techniques that automatically attract people to read and respond, including "eye magnet words," primes, visual cues and the one simple design technique proven to lift readership 23 percentage.