How to use Psychology to Tell Story that Sell

Intro to the section on Simplicity!

There is a good reason why viral content needs to be simple. For one, simplicity insures that more people will understand your message and that they will spend less effort trying to understand it!

Effort is Key! If you are requiring extra effort from your audience.... you will invariably loose many of them!

So now the question is:

How should one be simple?

How can an idea be striped down to its core and turned into a soundbite or a meme?

A successful viral marketing campaign depends on your ability to be have ONE Simple Message that strikes a nerve.

What Does playing a game like Chess, running a Big Company, and being a General in Military have in common?

All three of these examples, are examples of Complexity. Playing chess is a very complex task, as is running a company or for that matter being a leader in the armed forces.

So how do these Organization Deal with all of this Complexity?

• Clearly it would be near impossible to tell a soldier exactly what to do in the battle field... after all the battle field is every changing
• Large Companies also face the problem of Complexity. With so many moving parts, how is Leadership to be effective? How is one to lead employees in an every changing competitive landscape?

This is the Value of Simplicity. It is the Ability to Get to the Core. In this lesson we will cover

1. How the Military and Large Companies turn Complexity into Simplicity
2. How you can even apply these techniques to chess and a have a friend play on your behalf and win!

All viral content, all content that is inherently sticky is simple and focuses on ONE Core Message.

Most of us... try to emulate the great writer and novelists in our stories and this is a cardinal sin!If you are doing this in your content... trying to write like a writer.. STOP!

In this section we will cover

1. How writers write... and most likely you
2. How to stop writing like a novelist and start writing Copy like a Master Marketer that knows how to go viral
3. The One thing You Must Do to Make your Content 'Sticky'

Great Provers transcend time, language and culture.

In fact the most popular proverbs are popular in over 30 languages, have existed for over 2,000 years, and have been passed on Billions of times... yes Billions!

Somehow they drive deep down and touch something common in all of us.... And they have certain qualities and characteristics!

If you really think about it, Proverbs, Rules of Thumb, Memes are nothing more than Ideas! Ideas that are communicated in such a way as to be

1. Super Sticky
2. Memorable
3. Exciting
4. Shared
5. Both Intuitive and Counterintuitive

In this lesson we explore how to Turn your Idea into a Great Proverb

Welcome to AIDA! Breif overview on the power of AIDA and how to use it in your stories.

What does it mean to be concrete and why does it matter?

Even as a simple concept, concreteness can be hard to understand. In essence, concreteness is the ability to make an idea so tangible that the person can almost touch, taste it, experience it!

Being concrete has 2 main advantages:

1. It makes ideas very easy to understand
2. It makes ideas very easy to remember

Concreteness is a very important aspect of making an idea tangible and making it sticky.

Word Matter!

In this lesson we will examine the different types of words and really look at words that help increase the concreteness of an idea.

Some everyday words are very concrete and other everyday words are not. In this lesson you will be able to differentiate between one and the other.

1. What words are most concrete?
2. What words should be avoided at all costs?
3. Overcoming the Curse of Knowledge

Now that we are Using CONCRETE 'Words' it's time to Make your Your IDEA Concrete

• Make the Idea itself Concrete!

There is a simple Test You can do to Know if Your message is Concrete!

In this lesson we will examine the concreteness of your message. Concreteness is essential in creating sticky viral content and in any viral marketing campaign.

Concreteness is also essential in:

• having your ideas be understood and
• having your ideas be remembered.

Here are a number of great examples of 'Concrete Ideas'

• These Ideas were very complex... but were Simplified and
• Made Extremely Concrete

Examples include

1. Getting People to Care about the Calories in Popcorn
2. Winning The Space Race

These are Great Examples of Making very Sticky, Very Memorable, Very Sharable

How to you Get Someone's Attention and Keep it?

This can be done most effectively via surprises. There is a right way to:

1. surprise your audience,
2. grab their attention,
3. keep it
4. lead them to an 'Aha Moment'

The Best way to get someone's attention is through surprise.

So what does it mean to surprise someone and how does one do it?

1. In order to surprise you audience you have to kill their guessing machine.
2. The guessing machines is the part of you that is constantly predicting what the future will look like. For instance, you have a 'general stereotype' of what a car commercial looks like. Your guessing machine is very good most of the time, which is why its easy for you to spot patterns and predict what will happen next in your favorite tv show.
3. There is a way to break the guessing machine and then put it back together.

Value of Breaking the Guessing Machine

1. Grabs Attention of Audience: Brain Send Audience Signal to PAY ATTENTION!
2. Gives you Opportunity to FIX the Guessing Machine : This is Extremely Valuable!

One Big No No

• Don't use Gimmickry

These are a few suggestions on creating sticky viral content that is made to stick. Surprise is essential in viral marketing

Once you have someone's attention how do you keep it?

• Attention is EXPENSIVE! Advertisers like FB and Google Make Billions via Display Ads
• Not Keeping someone's attention is a lost opportunity!

This Lecture will cover

1. How to Keep Audiences attention for extend periods of time
2. One Psychological Principle that Makes us Watch Bad Movies and How you can use this to your advantage.

Keeping the audiences attention is paramount in all viral marketing, with viral content that's made to stick.

Did you know that there is a way to Make Ordinary, everyday objects, Extraordinary?

All of the best brands do it! They get us excited about everyday objects like clothes, shoes and purses. Objectively there is not much difference between one purse and the next, however there is often a BIG difference in how we Think about it!

This Lecture Can Help you:

1. Learn how to make the Ordinary = Extraordinary
2. Learn how to frame a story from an Extraordinary point of view

Most of the time, we don't have something extraordinary to share with the world. Most of the time, we have ordinary things to share and these ordinary things must be made extraordinary in the minds of men. In this lesson we will do just that! We will make the ordinary, extraordinary, we will make it interesting and very very sticky.

Credibility is one of those things that We Assume that we Have!

The truth is that unless you are a:

1. Authority Figure
2. Have Credentials
3. Are a Celebrity

You have to Earn Credibility.

In this section we will show you just how to do that!

Additionally, you have to make sure that the Message itself has Credibility.

Sometimes Even Nobel Winning Research Scientists Lack Credibility! You see Credibility is a funny, funny thing... and audience matters.

In this lesson we will go over 2 Types of Credibility

1. Authority
2. Non-Authority

PS: Credibility is Necessary in order to get people to take your message seriously... Without credibility it will ultimately fall on deaf ears, that are unwilling to take action. Sometimes, Sticky, Viral Content is not credible however then no one takes action! It's as good as a joke.

Unless you are a Celebrity, a celebrated scientist or the pedigree and credentials in your field, you need to learn about gaining Credibility via Non-Authoritative methods.

In this lesson we will cover:

• 3 Ways to Gain Credibility with you audience

PS: Credibility is Necessary in order to get people to take your message seriously... Without credibility it will ultimately fall on deaf ears, that are unwilling to take action. Sometimes, Sticky, Viral Content is not credible however then no one takes action! It's as good as a joke.

There is a SIMPLE & Easy way to Get Instant Credibility and Get Instant Action!

In fact the two go hand in hand!

In this lesson we will cover:

1. One Sure Fire Way to Get Instant Credibility
2. One Sure Fire Way to Get Action on your Ideas

This is by far my favorite section!

We often run into the issue of over valuing the 'Rational Self'. Some where in our depths we like to imagine that we make mostly rational, logical decisions and that doing is in our benefit and everyone else's. Further, we imagine that other people work in that way... that Persuasion via Logic and Reason is akin to being on top of the Hill.

Unfortunately.... it doesn't aways work this way!

• The best way to get people to take action is INSPIRE them!
• The best way to motivate is through INTRINSIC Values!
• Getting People to Act on Passion is by far the Most Effective Strategy!

Why is This?

• For one we are not robots
• We want to FEEL Something... and buying things gives us an Enjoyable Experience
• If we Lived in a Purely Objective, Rational, Logical World then things like bottled water, designer brands, and absurdly large houses would not be as prevalent.

Emotions is what gets people to Care! It's what allows people to connect with you message in a very deep way and to make a connection that is meaningful. Meaningful connections are memorable, they are actionable, they are sticky and they are very viral.

Thinking vs Feeling?

Which Letter do you think did the best? Did people donate more money to save the children when they were in a 'Logical/Rational' State of Mind or 'Emotional' State?

In this lesson we explore:

1. Save the Children Case Study
2. Mother Theresa
3. How Emotion Effect What we Buy

Emotions is what gets people to Care! It's what allows people to connect with you message in a very deep way and to make a connection that is meaningful. Meaningful connections are memorable, they are actionable, they are sticky and they are very viral.

Would you rather:

1. Buy the Worlds Best Seed

or

2. Buy the Worlds Best Lawn?

While Most Business Focus on 'Features' the best Brands in the World Focus on 'The Benefit of the Benefit'

In this lesson you will learn:

1. What the Benefit of the Benefit is
2. How to make the Benefit of the Benefit part of your message

Emotions is what gets people to Care! It's what allows people to connect with you message in a very deep way and to make a connection that is meaningful. Meaningful connections are memorable, they are actionable, they are sticky and they are very viral.

A Question Asked Earlier: What is the One thing People Want that they Rarely Get?

It is important that we live this question! The real value is in living it, and being genuinely interested in knowing the answer. This exercise alone, will give you many insights into human behavior.

This Section we will cover the One Thing People Want.... that they Rarely Get and How to Give it To Them!

• Connecting with people in this way... focusing one a Primary Need not met can be a great way to foster a connection.

Emotions is what gets people to Care! It's what allows people to connect with you message in a very deep way and to make a connection that is meaningful. Meaningful connections are memorable, they are actionable, they are sticky and they are very viral.

We all have an 'Ideal Self Image'... you know the person we really want to be like one day.. a more perfect version of us. We actually try to live up to this image and often times judge our own behavior based on it.

When Crafting the Perfect Message it is important to:

1. Consider What the Audience IS
2. Consider Who the Audience Wants to Be

There is a way to connect your message to the 'Ideal Self Image' and foster a very strong bond.

Emotions is what gets people to Care! It's what allows people to connect with you message in a very deep way and to make a connection that is meaningful. Meaningful connections are memorable, they are actionable, they are sticky and they are very viral.

Congratulations for Finishing up this Course! I hope you loved this course and found it helpful and if so please let me know what you think.

Please also connect with me on Facebook and online at AhaMomentLabs.com

The Focus of this course was on the content itself and before anything viral can happen, great content is needed. Great content, sharable content is the first step

and a step that can not be skipped!

In the near future, by popular request, I will be created a follow up course that is focused on the marketing end of the equation.

Now that you have great content what is next?

The good news is that there are a number of techniques such as Gamification, etc the can make your viral content contagious.

These techniques are in effect things that you are doing to your content to make it catch on.

A great example of this is a restaurant in Philly that Created a $100 Philly Cheesestake

This was both delicious and utterly ridiculous which is one of the reasons why the restaurant caught on and became a staple in Philly

another example is of a Secret Bar with a Secret Location and that only accepts patron via a trap door.

Now these are stories that really propelled people to tell their friends and they turned everyday business (restaurant and bar)

into popular destinations.

I will keep you posted on any developments of this course and your welcome to sign up early and get behind the scenes access. Just shoot me a message.

Once again thank you and see you in the next course.

Connect via AhaMomentLabs.com

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