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18 - 19 September 2024
ExCeL London

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29 Nov 2023

The Brain's Secret to Success: How to Use Neuroscience to Create Content That Converts

The Brain's Secret to Success: How to Use Neuroscience to Create Content That Converts

Embark on a journey into the fascinating intersection of neuroscience and digital content creation with Harry Sumner, the Head of SEO and Content at Roast. In this captivating session from Technology for Marketing, delve into the secrets behind leveraging cognitive biases to not just capture attention but to truly convert in the dynamic online landscape.


Navigating Reduced Attention Spans

Acknowledging the challenge posed by dwindling attention spans in the online sphere, Sumner stressed the importance of strategies that effectively cut through the digital noise. In a world where every click vies for attention, understanding the nuances of the human brain becomes paramount for a substantial return on investment.

Heuristics and Biases in Decision-Making

The talk delved into the concept of heuristics, described as mental shortcuts that simplify complex decision-making processes. While heuristics can be invaluable, Sumner also cautioned about the influence of biases, which, if unchecked, may occasionally lead to decision errors.

Practical Applications and Testing

Sumner advocated for the practical application of testing heuristics and biases across various online environments. This includes search listings, landing pages, and emails, providing brands with a deeper understanding of what resonates with both human audiences and AI. The result is an enhancement in performance metrics such as click-through rates, revenue generation, and team efficiency.

Building Trust through Consistency

A recurring theme in Sumner's discourse was the significance of consistency and authenticity in brand communication across all touchpoints. Building trust and authenticity emerged as critical factors in fostering lasting connections with customers.

Continuous Testing for Optimization

Sumner's talk concluded with a call for continuous testing of strategies to gain insights into customer behaviour. This approach facilitates the ongoing optimization of content and approaches, acknowledging the dynamic nature of the online landscape.

Unlocking Success Metrics

In the intricate dance between the human mind and the digital sphere, the insights shared by Harry Sumner offer a roadmap for success. By applying neuroscience techniques, brands can transcend the challenges of reduced attention spans and biases, ultimately unlocking success metrics that go beyond conventional benchmarks.

Watch the Full Session

For a deeper dive into the brain's secret to success and practical applications of neuroscience in content creation, watch the full recorded session by Harry Sumner at Technology for Marketing.


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