Applied Neuromarketing Part 3 Min

Emotional resonance
André Morys
The Journey Of This Course
Part 1 | SETUP Part 2 | HOW TO Part 3 | APPLY
Lesson 1 Lesson 2 Part 3 Lesson 4 Lesson 5

Brain fundamentals Control the Emotional You have only Implement The
attention resonance 50ms Core Principles In
Your Process
Emotional Resonance
Great Customer Experiences are based on the

principle of emotional resonance. In this lesson you
learn three important things:
1) Learn why most Target Audience definitions and

Personas don’t help
2) Understand why the the start of a customer

journey is especially important
3) See how an emotionally focussed landing page

can boost conversions dramatically
STIMULUS ROI
REACTION
SOR Paradigm
Implement that in your prioritisation process:
PRIO (SCORE) = IMPACT / EFFORT x 100
CONCEPT
PERCEPTION? COPYWRITING
RELEVANCE? TEST DEVELOPMENT
TRAFFIC? QA
COGNITIVE BIAS? COST OF IMPLEMENTATION
OTHER COST (LEGAL/CI/CONTENT/….)
It’s even worse:
100% 20% 5% 1%
what you should say what you actually say what customers perceive what their interpretation is
Δ is even worse!
It’s even worse:
100% 20% 5% 1%
focus today! Δ is even worse!

It’s even worse:
100% 20% 5% 1%
Δ is even worse!
It’s even worse:
100% 80% 60% 50%
Δ is even worse!
1) Most Personas don’t help.
Most definitions of target audiences and even personas don’t help the
optimisers to improve customer experience because the most important
information is missing.
Resonance is really fragile.
It needs perfect timing…
…but if you do it right, it’s easy to lift a kid a couple of

meters high in the air!
- Small oscillations as input produce a large output.
- But it depends on milliseconds of the right timing!

Common Personas are not precise enough.
Scientific Data Nerd or
extroverted nature lover?
Focused on health and

tracking or wellness and
relaxation?
https://www.valic.fr/conception-de-personas-premiere-etape-dune-strategie-web/
Likes her smartphone? How
does this information help me to
develop a better customer
experience?
Dislikes losing data. Who

doesn’t?
https://psdrepo.com/free-psd/user-persona-template-freebie/
What type of guy is this really?
Likes to help
Is authentic
Agreeable
https://www.facebook.com/designtongue/photos/a.534427593340343.1073741827.533526196763816/1122348787881551/?type=3&theater
Indicators, not insight.
Indicators, not insight.
Indicators
Where most Likes to help
personas end.
Core Values Is authentic

Agreeable
Emotionally Focussed Type
Step 1: Eliminate conflicting
values and focus on one value
Eliminate conflicting values
Likes to help Is authentic Agreeable
Indicators
Core Values
https://www.facebook.com/designtongue/photos/a.534427593340343.1073741827.533526196763816/1122348787881551/?ty
pe=3&theater
Likes to help Is authentic
Indicators
Core Values

Agreeable
Likes to help
Indicators
Core Values

Agreeable
Is authentic
Indicators
Core Values

Agreeable
Step 2: Set a clear value type
Clear value type
Indicators
Core Values
Emotionally Focussed Type Agreeabl

e to Is
Harmonizer
Likes
help authentic
Step 3: Remove unneeded information.
Remove unneeded information
Agreeabl
e to Is
Harmonizer
Likes
help authentic
Remove unneeded information
IT Supporter, 35
Harmoniser
Agreeable
„I really like to
help people.“
Step 4: Deduce specific information
about your product/service
Deduce specific information
Implicit Emotional Motivation

IT Supporter, 35 “I want a bank that really cares about me as a
human being. I don’t want complicated
Harmoniser bureaucratic systems - i need to talk to real
people. It should be that easy.“
Agreeable
„I really like to
help people.“
Deduce specific information

people. It should be really easy.“
Emotional Objection
Agreeable “They just want my money and they don’t
care. It will be just another complicated

„I really like to computer interface for people that only care
help people.“
about money.“
Emotionally Resonated Personas
1. Eliminate conflicting values and focus on one value

2. Set a clear value type
3. Remove unneeded information
4. Deduce specific information about your product/service
Assignment:
● [INSERT HERE ASSIGNMENT/TASKS]
● ex: Re-examine your existing personas and
apply an additional step considering the value
principle. (for students with personas)
● (for students without personas)
● [what study/tool will help the student execute
this task]
Lesson Resources:
● [What sites/downloadables, if any, do you
suggest for further exploration.]
2) It already starts on the SERP
The emotional expectation is primed on the search engine result page (SERP).
Ads or organic results with certain words attract other types of people than
other words.
Let’s search for a new bank account.
Easy simple Enjoy

flexibility
variety of features
in minutes
13000 ATM
fast and
easy
fast and easy many products
high interest savings 24h

Easy simple Enjoy

flexibility
variety of features
in minutes
13000 ATM
fast and
easy
fast and easy many products
high interest savings 24h

Easy
Simple
Joyful
variety of features
to fit my needs
only 13000 ATM?
that was also easy…
bla bla easy bla bla bla
are they kidding? 24h online banking hahahaha

KLICK
NOOO!
never
Klick if #1 was BS
no.
Ahhrg!
KLICK
WTF?
A consistent Customer Experience has a 2x higher Conversion Rate:
Change of CR by using emotionally focussed copywriting

+99,6%
+50,3%
+32,8%
Synchronisation
Optimization Ad Text Optimization Landingpage
AdWords + Landingpage
Neutral emotionally focussed copy

Ad Words Text has influence on the customer type
+53%
+50%
+15%
+8%
-36% -25% -39%
-30% -5%
P T O P T O P T O
Traditionalist Offener Performer

Compare it to using the right net when fishing…
3) See how emotionally focussed LP work.
Easy
Simple ‣ Is that relevant to me?
Joyful
‣ OK, I see people, but…
‣ … does the mother have problems

with her child? It looks sad…
‣ Grey sky is never joyful

‣ Does the mother “pursue financial
goals?”
‣ More important: Do I want to

pursue financial goals?
Easy
Simple
Joyful
‣ does not look easy at all…
Easy
Simple ‣ Is that relevant?
Joyful
‣ all the reasons have nothing to do

with the main reason why i clicked
on the link!
‣ nothing resonates with me!
I want to feel the
adventure
I want fun and new I want to be better than
stuff the others
I want to relax and

I want to have control
enjoy
about the things
I want everything to
stay as it was
I prefer high quality.
I am first in style.
I ≠ mainstream.
I want to feel the
adventure
I want fun and new I want to be better than
stuff the others
individualism elite
I want to relax and quality

I want to have control
enjoy
about the things
I want everything to
stay as it was
individualism elite
quality
+79%
o y St ra tegy”
“Dec
+8%
Control Optimized Quality Individualism Elite

“
“Let’s assume, Jack Rowland is representing the most important
Values - how do we optimise the banking landingpage?”
people. It should be really easy.“
Emotional Objection
Agreeable “They just want my money and they don’t care.
It will be just another complicated computer
“I really like to interface for people that only care about
help people.“
money.“
Let’s compare the values:
Jack Rowland, IT Supporter, 35

Harmonizer
“A bank should help me. It

should be really easy.“
“They just want my money. It will

be complicated“
Harmonizer
Efficiency / Ambition Caring / Family “A bank should help me. It

be complicated“
Duty
Duty Jack Rowland, IT Supporter, 35
Harmonizer


be complicated“
Ambition Loyalty Power

Power
Efficiency / Harmonizer
Ambition
Ambition
Duty
Caring /
Family
Loyalty be complicated“
Find the bank accounts you need
to live your life the easy way.
We love to find the best solution for you.

Please tell us what you care about:
I want to save money for a house or investment

I need easy payment without deposit
Harmonizer
I already saved something and want high interest rates
I am quite flexible and take the cheapest option should be really easy.“
find best solution and open

account online
It only takes 2 minutes! “They just want my money. It will
be complicated“
Let your money work for you! Easily earn rewards Wherever you are…
Assignment:
What is the key value your website should

communicate?
Do you have personas? What are their core values?
What are emotional motivations and also objections?
○ Develop your personas further so they get
really useful
○ Compare this with the results of your first
homework
○ Eliminate the differences and build an
emotionally consistent customer experience!
BONUS: Google Ads
What values are you communicating on Google ads? Or

display ads? Which people optimize them and what is
their goal?
● Enhance the effect of your optimization by connecting

the silos!

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Emotional resonance

Lesson 1 Lesson 2 Part 3 Lesson 4 Lesson 5

Great Customer Experiences are based on the

1) Learn why most Target Audience deﬁnitions and

2) Understand why the the start of a customer

3) See how an emotionally focussed landing page

PRIO (SCORE) = IMPACT / EFFORT x 100

focus today! Δ is even worse!

100% 80% 60% 50%

…but if you do it right, it’s easy to lift a kid a couple of

- Small oscillations as input produce a large output.

- But it depends on milliseconds of the right timing!

Focused on health and

Dislikes losing data. Who

Core Values Is authentic

Likes to help Is authentic Agreeable

Emotionally Focussed Type

Likes to help Is authentic

Emotionally Focussed Type

Emotionally Focussed Type

Emotionally Focussed Type

Emotionally Focussed Type Agreeabl

Likes to help Is authentic

Implicit Emotional Motivation

Likes to help Is authentic

Implicit Emotional Motivation

care. It will be just another complicated

1. Eliminate conﬂicting values and focus on one value

Easy simple Enjoy

fast and easy many products

high interest savings 24h

Easy simple Enjoy

fast and easy many products

high interest savings 24h

only 13000 ATM?

that was also easy…

bla bla easy bla bla bla

are they kidding? 24h online banking hahahaha

Change of CR by using emotionally focussed copywriting

Neutral emotionally focussed copy

Traditionalist Offener Performer

‣ OK, I see people, but…

‣ … does the mother have problems

‣ Grey sky is never joyful

‣ More important: Do I want to

‣ all the reasons have nothing to do

I want to relax and

I want to relax and quality

Control Optimized Quality Individualism Elite

Jack Rowland, IT Supporter, 35

“A bank should help me. It

“They just want my money. It will

“They just want my money. It will

“A bank should help me. It

“They just want my money. It will

Ambition Loyalty Power

We love to ﬁnd the best solution for you.

I want to save money for a house or investment

ﬁnd best solution and open

What is the key value your website should

What values are you communicating on Google ads? Or

● Enhance the effect of your optimization by connecting

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