Copy That Converts - Pubcon, Austin, 2013

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Brain-based ways to improve copy and make it engage the reader's mind. Metaphors, adjectives, more. Tips from Dooley's Brainfluence book, Neuromarketing blog, and more.

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Copy That Converts - Pubcon, Austin, 2013

  1. 1. Copy That Converts! Roger Dooley rogerdooley.com rogerd@dooleydirect.com@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  2. 2. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  3. 3. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  4. 4. 2004: NeuroscienceMarketing.com@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  5. 5. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  6. 6. The Downside…@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  7. 7. Honesty & Ethics Very High/High • Nurses – 85% • Engineers – 70% • Advertising – 11% • Sales – 8%@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  8. 8. CEO Trust • CFOs – 90% • CIOs – 90% • CMOs – 20%@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  9. 9. Most Marketing Is Wasted.@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  10. 10. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  11. 11. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  12. 12. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  13. 13. Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson)@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  14. 14. Neuro-Nudges@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  15. 15. Copy Nudges@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  16. 16. SEO Your 50,000,000,000 Amazingly Engagement Well-Written Content Social Pages Sharing Action!@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  17. 17. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  18. 18. Copy@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  19. 19. Engaging Copy@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  20. 20. Lifeless Copy? Jump-start it with metaphor!@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  21. 21. Lifeless Copy? Jump-start it with metaphor!@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  22. 22. Crime wave = “beast” vs. “virus” Different actions@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  23. 23. Use metaphors to change minds!@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  24. 24. Tell Stories@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  25. 25. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  26. 26. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  27. 27. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  28. 28. Use a story to engage the reader’s brain. Ch. 67@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  29. 29. Testimonials@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  30. 30. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  31. 31. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  32. 32. Use story testimonials for maximum impact and memorability. Ch. 68@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  33. 33. Magic Words@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  34. 34. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  35. 35. VS.@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  36. 36. FREE Shipping! vs. 20¢@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  37. 37. Use FREE offers instead of very cheap ones. Ch. 64@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  38. 38. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  39. 39. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  40. 40. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  41. 41. What small change did this? • Fair Price – Up 7% • Caring – Up 11% • Fair Treatment – Up 20% • Quality – Up 30% • Competency – Up 33%@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  42. 42. “You can trust us to do the job for you.” Ch. 38@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  43. 43. Adjectives@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  44. 44. Adjectives = Evil? • Slow the reader? • Reduce impact of action words?@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  45. 45. Adjectives = Evil? More adjectives ↓ Less social sharing -Dan Zarrella@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  46. 46. Adjectives = Good! Sales +27% w/adjectives -Brian Wansink@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  47. 47. • Traditional Cajun Red Beans w/Rice • Succulent Italian Seafood Filet • Tender Grilled Chicken • Homestyle Chicken Parmesan • Satin Chocolate • Grandma’s Zucchini Cookies@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  48. 48. • Vivid • Sensory • Emotional/Nostalgic • Specific • Branded@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  49. 49. rough Having a bad day? “Textural Metaphors”@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  50. 50. “bad” “rough”@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  51. 51. sharp polished bright heavy smooth slimy fuzzy@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  52. 52. Use vivid, sensory, emotional adjectives to engage the brain. Ch. 66@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  53. 53. “The most important word in the vocabulary of advertising is TEST.” -David Ogilvy@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  54. 54. Free Resources Neuromarketing Neurosciencemarketing.com/blog Brainy Marketing blogs.forbes.com/rogerdooley/ Inside Influence Report influenceatwork.com Dan Ariely Blog danariely.com Social Triggers Blog socialtriggers.com@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
  55. 55. Copy That Converts! Roger Dooley rogerdooley.com rogerd@dooleydirect.com@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

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