Six Weird & Surprising Facts You May Not Know About Nathalie Nahaï

November, 17 2016

Nathalie Nahai

At #EME2016, author and web psychologist Nathalie Nahaï talked about how psychology and personality traits make us click on headlines, connect with brands and buy their products. We caught up with Nathalie after her keynote speech to get some more information…

Your headline formula shows us how to create sharable and clickable headlines using trigger words and certain keywords. What do you think would make people click on this interview?
– Ha-ha, maybe something like – six weird and surprising facts you may not know about Nathalie!

Can you tell us about your background? What inspired you to combine behavioural science, psychology and marketing?
– I studied psychology at university, and after spending time in the US as a musician, then a few years at Central St Martins School of Art in London, I decided to learn HTML and website design. I realised that since our physical environments shape our behaviours, then so too must our virtual environments, and so I started researching the subject. After a year or so of blogging, I saw that people were interested in web psychology and so I decided to write a book, called Webs of Influence: The Psychology of Online Persuasion.

What’s your advice to marketers who want to use scientific approaches to create persuasive content?
– There are loads of resources out there that you can use and explore to inform your practice – if you’re interested in the more heavyweight approaches to behavioural economics, check out Daniel Kahneman’s Thinking fast and slow. Hooked by Nir Eyal is also a good read if you’re interested in the design of persuasive, habit-forming products. I’ve also curated a list of recommended books on my website, as well as videos, links to all my slide decks and blog posts exploring the psychology of online behaviour. Actually, if you fancy getting your hands on a second edition of Webs of Influence, you can leave your email for a chance to win a signed copy!

At #EME2016, you showed us how brands can create persuasive messages by using the concept of personality traits. Do brands have personality traits as well?
– Brands certainly have their own personalities, some more than others. A lot of brand personalities are created subconsciously by the culture of the company and its communications. Some brands manufacture a personality. In these cases it’s often shaped by the type of product they’re selling.

Lastly, what’s your overall impression of #EME2016?
– It was so much fun! The audience was charming, responsive and they had some fantastic questions. The keynote speakers presented some very interesting approaches on how to create better content, what strategies to use and what tactics to apply. The event was beautifully organised with a smart selection of attendees; I’d love to come along next year!


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