Proven Ways to Activate Buying Intent

Tim Riesterer, chief strategy and marketing officer at Corporate Visions, gave this talk, Insights that Incite, at Content Marketing World in 2016. Corporate Visions takes a science-based approach to consumer behaviour and decision-making, and Riesterer shares original research with fresh, counterintuitive ideas for creating content that improves persuasion and conversions.

His proven ways to improve content are grounded in the decision-making sciences. They include introducing “unconsidered needs” to create the context for urgency and change, creating contrast between a prospect’s current state and future state to convince them to leave the status quo, and using risk and resolution to point prospects to a new and safer alternative to what they do today.

These ideas connect to well-known cognitive biases, such as status quo bias and loss aversion, covered in the UI-Patterns.com library.