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Interview with Susan Weinschenk – Conversion Conference London

17 October 2013 BY

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Jo Turnbull interviews Susan Weinschenk, the keynote speaker at the Conversion Conference in London, which takes place on October 23rd and 24th.

If you would like to see Susan in person, register to attend the event today.

How do you get people to move away from paid media to earned media?

PPC, SEO etc are not my area of expertise. But I can address the larger question of how do you get people to change their behavior. There are 7 drivers of motivation: The Need To Belong, Tricks of the Mind, Rewards, Habits, the Power of Stories, Instincts, and The Desire for Mastery. The two that would be most powerful in this instance would be the need to belong (show that this is what others are doing) and stories (tell stories of how others and havwitched and how that has changed their results).

Susan Weinschenk

Susan Weinschenk

How can you convince people that it is better to look at integration of all online marketing channels and that some are a long term strategy? (like SEO)

Again, integration of online marketing channels is not my area of expertise… but I would use the same two: need to belong and the power of stories. If you can get people to take one small step then they will start to change their self-stories. Then you can ask them for one more step etc, until they have changed from someone who does piecemeal online marketing to someone who does long term strategic marketing.

How (and long did it take you) to come up with the “5 Things Every Presenter Should know”

It took me a year to write the book that it is based on. Then I picked 5 to share in the video. It took a couple of hours to write the script and record the audio. Then I hired the animation company to animate it.

What is the most important part of presenting someone taught you and why?

I don’t remember a particular person teaching me something. I’ve learned from many and have figured out a lot from myself. There is so much that is important, but if I had to pick one I’d say love your topic; be passionate about your topic, and if you aren’t then figure out another angle of the topic so you can be passionate. Passion is what people respond to.

What is the most important element of people’s behaviour (in the work place) you have discovered and how have you adapted your own behaviour towards this (eg knowing people’s colours and personalities associated with it).

I would say realizing that there are 7 basic drivers of motivaton, and that if you stop and think about this particular person, what motivates them, then you can figure out the best strategy for interacting with them.

Want to see Susan Speak? Get a 15% discount on the Conversion Conference using our discount code: STATEOFDIG13

AUTHORED BY:
h

Jo Turnbull is the organiser of Search London and the founder of SEO Jo Blogs, which provides practical advice and tips for those in SEO.
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