Use the principles of psychology to uncover effective methods of communication, inform decision making, and get better buy-in for SEO campaigns.
If you’ve ever stopped to think about why someone’s reacted a certain way in a meeting or why a pitch didn’t get buy-in, then this talk from Seer Interactive’s Jordan Frank is for you.
Learn tactical ways to utilize psychology to inform your SEO and marketing day-to-day.
Video transcription
My name is Jordan Frank and I’m a team lead at Seer Interactive.
Today at City Crawl, I’m talking about how you can leverage the principles of psychology to become better marketers, better consultants, and better SEOs. I would say that’s exactly who it applies to — anyone who does marketing for a living.
Building trust
In the book Thinking Fast and Slow, Daniel Kahneman describes the two modes of your mind. There’s System One, which is your intuition and instinct mind, and System Two, which is your rational-thinking mind.
Your System One mind can recognize the source of a sudden sound or complete the phrase “bread and butter,” whereas your System Two mind solves complex problems and things of that nature.
As marketers, many of us want to influence — we want to influence a behavioural change. This model is all about starting with empathy and starting with building trust and rapport before influencing change.
And the reason why this is so effective is because when we trust people, that intuitively happens in our System One mind.
Leveraging psychology for effective communication
You can leverage System One to uncover effective methods of communication. Being cognizant of people’s body language, your tone of voice, and the fact there are a lot of biases and heuristics that your System One and the System One of others are susceptible to. Learning about those biases and heuristics and using them to your advantage can be really powerful.
You can use System Two to eliminate biases by bringing some objectivity into whatever decision or process you’re working through.
It’s important to understand the psychological elements before heading into a pitch. When we pitch someone, we’re dealing with a human being, right?
Understanding the way that people think, some of the non-verbal cues, for example, that various people pick up on, that sometimes really dictate what goes into your pitch, whether or not you get buy-in, can be more important than things that you actually say.
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