Neuromarketing expert Roger Dooley has created a simple framework, The Persuasion Slide, that lets marketers and advertisers address both the conscious and unconscious needs of their customers.
This short, well-illustrated book, will give you a new way to look at websites, ads, landing pages, and other persuasive content. Dooley combines practical conversion optimization knowledge and years of experience in direct marketing with the research of experts in behavior science like Robert Cialdini, BJ Fogg, Dan Ariely, and many others. The framework you’ll learn to use in this book also focuses on the overlooked effects of friction, both real and perceived. In almost every case, rooting out friction from your process will cost nothing, improve user experience (UX), and, most importantly, increase conversion rates. The Persuasion Slide model can be applied to any kind of sales, marketing or other persuasive process. While the focus of this book is primarily on digital conversion (illustrated with examples from landing pages and websites), an appendix includes example “real world” scenarios. The first of these is increasing compliance with medical instructions, and the second is the college recruitment process.