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RINGO MOSS
@ringomoss / @PositiveBristol

WE ALL MAKE MISTAKES
BEHAVIOURAL TRICKS
FOR PERSUASION

WHO AM I?

WHO AM I?
STRATEGIST

- DIGITAL AGENCY
- CHARITY NFP
- EFFECTIVENESS
- DIGITAL STRATEGY
WHO AM I?

WTF ARE
COGNITIVE BIASES?

- Systematic deviations from reason or rationality.
- They are often the reason we assess choice badly.
- They control all of our lives in weird ways.
- They are fairly consistent across populations.
WE CAN USE THEM TO OUR ADVANTAGE.
COGNITIVE BIASES

- Strengthen Arguments
- Inﬂuence Decisions
- Persuade
- Anticipate Reactions
- Make Connections
WHY PEOPLE DO WHAT THEY DO.
COGNITIVE BIASES

DELICIOUS EXAMPLES

VON RESTORFF EFFECT

An item that sticks out is more likely to be remembered,
talked about (and chosen) than other items.
VON RESTORFF EFFECT

- BE MEMORABLE | BE REMARKABLE (OBVIOUS RIGHT?)
VON RESTORFF EFFECT

VON RESTORFF EFFECT
via @timcaynes

In all all of your communications with existing and new clients
make sure that you STAND OUT.
- Language (A list of 10 unusual descriptors)
- Presentation (Packaging and hard copy proposals)
- Experience (Pitch Theatre, Meeting Menus)
- Personality (Be a peacock)
VON RESTORFF EFFECT

PRIMACY / RECENCY
EFFECT

Things near the end of a sequence are the easiest to
recall and choose, followed by the items at the
beginning of a sequence; items in the middle are the
least likely to be chosen.
PRIMACY / RECENCY EFFECT

- GET IN THERE FIRST (OR LAST)
Sequence
Recall/Choice
Primacy
Recency

BE LAST | OR FIRST
- Proposals, meetings, pitches etc. (Be last / ﬁrst if possible)
- Options should be ordered for choice. (Not for 3)
- Bookend information in presentations (mix it up if you can)
- Make a phone call as soon as you can for opportunities
- “First Impressions Last"

PEAK END RULE

That people seem to perceive not the sum of an experience
but the average of how it was at its peak (e.g. pleasant or
unpleasant) and then how it ended.
PEAK END RULE

- END ON A HIGH
PEAK END RULE
Time
Experience
Peak End
End

Keep your peaks up, and end with a bang
- Set Clear, S.M.A.R.T Objectives (So you can meet them)
- Celebrate Success (Creating peaks)
- Celebrate Client Anniversaries (Assess / Creating peaks)
- Regular Wash Ups (Creating peaks)
- Structure Agendas (That end on a high)
PEAK END RULE

PICTURE SUPERIORITY
EFFECT

Concepts that are learned by viewing pictures are more easily
and frequently recalled and subsequently chosen than
concepts that are learned by viewing their written word form
counterparts.
PICTURE SUPERIORITY EFFECT

- PRESENT IDEAS AND CONCEPTS USING IMAGERY
CIRCLE
Recall after 3 days Recall after 3 days
10% 65%
Nelson, D.L., Reed, U.S., & Walling, J.R. (1976). Pictorial superiority effect.
Journal of Experimental Psychology: Human Learning & Memory, 2, 523-528

Be as visual as you can
- Use ﬂows and imagery to explain ideas (Even for email)
- ALWAYS use a designer where possible (Life’s a pitch)
- Present wherever possible (Show, don't tell)
- Screen Shares / Google Hangouts (Instead of results calls)
- Don’t use unnecessary clipart (Unless it explains concept)

THE FORER / BARNUM
EFFECT

Individuals will give high accuracy ratings to descriptions of
their personality that supposedly are tailored speciﬁcally for
them, but are in fact vague and general enough to apply to a
wide range of people.
Personalisation sells.
FORER / BARNUM EFFECT

• You consider yourself to be a creative individual
• You consider yourself to be a business person
• You are a strategic or lateral thinker
• You are either the MD or a founder of a business
• You value attention to detail
EVERYONE STAND UP & STAY STANDING IF:

WAVE YOUR HANDS IF:
You have
short hair
SIT DOWN IF YOU DON’T

WAVE YOUR HANDS IF:
You cycle (a bit)
7 - 12 miles

WAVE YOUR HANDS IF:
You recently did a
5k fun run

WAVE YOUR HANDS IF:
You went to
Kingston Uni

WAVE YOUR HANDS IF:
Your name is Lisa
YOU HAVE WON
A PRIZE!

• You have a great need for other people to like and admire you
• You have a great deal of unused capacity, which you have not
turned to your advantage
• Disciplined and self-controlled outside, you tend to be
worrisome and insecure inside
P.T. BARNUM WAS A SHOWMAN

Make your sales approach personal
- Research your prospective clients (get into their head)
- Adopt a similar tone (Speak their language)
- Generalist audience (We specialise in……..)
- Empathise (Understand and replay their challenges)

SOME NOTES

SOME NOTES
It all adds up:
- Marginal Gains not Panaceas
- Use behaviour in your work too (Marketing, Ads, Comms)
- There are loads more to play with
- Do your own reading, this is just the surface
- Have fun with them
- aaaaand……

BE GOOD

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Ringo Moss - Behavioural Tricks for New Business Success

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Ringo Moss - Behavioural Tricks for New Business Success