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Killer Conversion Copy: Getting Past the Bouncers in Your Brain
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Killer Conversion Copy: Getting Past the Bouncers in Your Brain

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Why do we have to work so hard to get our persuasive messages heard? Why is it conversion so difficult? Why don't people read? ...

Why do we have to work so hard to get our persuasive messages heard? Why is it conversion so difficult? Why don't people read?

This presentation introduces you to two "bouncers" in the human brain that keep marketing messages from penetrating and tells you what to do about them.

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  • Started in 2009432% growth in three yearsOpened a store in the Mission District220,000 backlinks to “Bike to Work” pants product page.Email newsletter with 40-45% open rates25 Customer photos per day!http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=allOther products:Pinstriped HoodieDress Pants SweatpantsBike to Work Pants
  • Started in 2009432% growth in three yearsOpened a store in the Mission District220,000 backlinks to “Bike to Work” pants product page.Email newsletter with 40-45% open rates25 Customer photos per day!http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=allOther products:Pinstriped HoodieDress Pants SweatpantsBike to Work Pants
  • Started in 2009432% growth in three yearsOpened a store in the Mission District220,000 backlinks to “Bike to Work” pants product page.Email newsletter with 40-45% open rates25 Customer photos per day!http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=allOther products:Pinstriped HoodieDress Pants SweatpantsBike to Work Pants
  • Absurditäten
  • Absurditäten
  • Umwandlung WissenschaftlerWissenschaftlerVonVerstecktenWebsiteGeld = Scientist of Hidden Website MoneyTrio Da Da Da http://www.youtube.com/watch?v=fkP7HrvNgooSchlaf in himmlischer Ruh! wie treu sind deine Blätter!Ich kann sagen, du liebst mich nicht, ich liebe dich nicht.Das Geht Ab! http://lyricstranslate.com/en/das-geht-ab-thats-awesome.html
  • Using words, typography, punctuation and images to communicate your messages in ways that will engage your visitors
  • Using words, typography, punctuation and images to communicate your messages in ways that will engage your visitors
  • Heben Sie Ihre linke Hand. Biegen Sie am Ellenbogen. Legen Sie Ihren Finger direkt hinter Ihrem Ohr.Hold up your left hand. Place your finger just behind your left ear. You are now point to Wernicke’s area, located in the posterior section of the superior temporal gyrus,a place in the brain where certain sounds called nouns are attached to the mental images they represent. Now move your finger to just in front of your ear. You are now pointing to Broca’s area, located in the “Triangular portion of the inferior frontal gyrus”. This is where verbs become actions on the projection screen of the what neuroscientists call the “visuospatial sketchpad (visuospatial Skizzenblock).” These two areas are linked by a high-speed network of nerves called the “arcuate fasciculus.”Just behind your left ear is Wernicke’s area of the brain. This is where certain sounds called “nouns” are attached to the mental images they represent.  Slightly forward of that ear is Broca’s area, where verbs become actions on the projection screen of imagination, the mind’s eye, called the“visuospatial sketchpad” by cognitive neuroscientists. The movie projector we call consciousness, they call “working memory.” The high-bandwidth neural pipeline that connects the two is called the “arcuate fasciculus.” http://www.mondaymorningmemo.com/newsletters/read/1878Image: http://thebrain.mcgill.ca/flash/i/i_10/i_10_cr/i_10_cr_lan/i_10_cr_lan.html
  • These areas are not just interpreters turning shapes into sounds, they are integrated with the temporal pole of the paralimbic system and the posterior terminal portion of the superior temporal sulcus, which provide access to Long-term memory, the emotional system, and meaning. Language is not decoded, it is adorned with memory, emotion and meaning.According to Marsel Mesulam’s model, these unimodal areas then send their information on to two separate sites for integration. One of these is the temporal pole of the paralimbic system, which provides access to the long-term memory system and the emotional system. The other is the posterior terminal portion of the superior temporal sulcus, which provides access to meaning. Now neurologist Friedemann Pulvermuller of the Medical Research Council in Cambridge has shocked the scientific community by announcing that Wernicke's area and Broca's area gather sensory data from other brain areas and then compile it into complex mental images. According to the article, "These results challenge the theory that isolated, language-specific brain structures discern word meanings. Instead, they propose word understanding hinges on activation of interconnected brain areas that pull together knowledge about that particular word and its associated actions and sensations.“http://www.mondaymorningmemo.com/newsletters/read/1574
  • Relationship to Premotor Cortex and the Primary Motor Cortexhttp://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2This language loop is found in the left hemisphere in about 90% of right-handed persons and 70% of left-handed persons, language being one of the functions that is performed asymmetrically in the brain. Surprisingly, this loop is also found at the same location in deaf persons who use sign language. This loop would therefore not appear to be specific to heard or spoken language…http://thebrain.mcgill.ca/flash/d/d_10/d_10_cr/d_10_cr_lan/d_10_cr_lan.html#2
  • To associate your copy with the memories and emotions of the reader, you must provide something to connect your words with their emotion and memories: We call this relevance.
  • https://whichtestwon.com/sap-landing-page-copy-test
  • http://whichtestwon.com/talbott-recovery-copy-testEine Geschichte in sieben Wörter.
  • Broca stands between what is read and the action centers of the brain: The Premotor Cortex and Motor CortexBurkhard MaessLocalizing the distributed language network responsible for the N400 measured by MEG during auditory sentence processingSpeech is a Left-brain activityChapter 30 of Secret Formulas of the Wizard of Ads, 1999) asserted that Broca's area of the brain anticipates the predictable.
  • Burkhard MaessLocalizing the distributed language network responsible for the N400 measured by MEG during auditory sentence processingSpeech is a Left-brain activityChapter 30 of Secret Formulas of the Wizard of Ads, 1999) asserted that Broca's area of the brain anticipates the predictable.
  • http://www.marketingexperiments.com/ppc-seo-optimization/ppc-ad-copy-tested.html
  • The 'Mehrabian formula' (7%/38%/55%) was established in situations where there was incongruence between words and expression.That is, where the words did not match the facial expression: specifically in Mehrabian's research people tended to believe the expression they saw, not the words spoken.http://www.businessballs.com/mehrabiancommunications.htmAlbert Mehrabian
  • The 'Mehrabian formula' (7%/38%/55%) was established in situations where there was incongruence between words and expression.That is, where the words did not match the facial expression: specifically in Mehrabian's research people tended to believe the expression they saw, not the words spoken.http://www.businessballs.com/mehrabiancommunications.htmAlbert Mehrabian, Silent Messageshttp://www.nataliedee.com/
  • http://conversionxl.com/how-to-grab-and-hold-attention/
  • https://whichtestwon.com/location-vs-sales-points-homepage-test“Find Experiences in Your Location”
  • https://whichtestwon.com/direct-mail-landing-page-test
  • http://webusability-blog.com/use-pictures-to-direct-the-users-gaze/Copy-first, Then design
  • Brian
  • http://www.youtube.com/watch?v=VwdW989_NGM

Killer Conversion Copy: Getting Past the Bouncers in Your Brain Killer Conversion Copy: Getting Past the Bouncers in Your Brain Presentation Transcript

  • www.conversionsciences.co Writing Killer Conversion Copy Getting Past the Bouncer in Your Brain Brian Massey, Conversion Sciences
  • www.conversionsciences.co Friction-Free: Unlike vertical corduroy, which produces friction that can heat your crotch to uncomfortable, potentially catastrophic levels, Cordarounds’ horizontal wales mesh evenly, lowering the average wearer’s crotch heat index (CHI) reading by up to 22%. Source: Business Times Online http://www.bizjournals.com/sanfrancisco/print- edition/2012/06/08/clothier-betabrand-racks-up- sales-with.html?page=all
  • www.conversionsciences.co Friction-Free: Unlike vertical corduroy, which produces friction that can heat your crotch to uncomfortable, potentially catastrophic levels, Cordarounds’ horizontal wales mesh evenly, lowering the average wearer’s crotch heat index (CHI) reading by up to 22%. Source: Business Times Online http://www.bizjournals.com/sanfrancisco/print- edition/2012/06/08/clothier-betabrand-racks-up- sales-with.html?page=all
  • www.conversionsciences.co Friction-Free: Unlike vertical corduroy, which produces friction that can heat your crotch to uncomfortable, potentially catastrophic levels, Cordarounds’ horizontal wales mesh evenly, lowering the average wearer’s crotch heat index (CHI) reading by up to 22%. “If you create something with a hook, you can experience dramatic results.” – Chris Lindland, CEO Source: Business Times Online http://www.bizjournals.com/sanfrancisco/print- edition/2012/06/08/clothier-betabrand-racks-up- sales-with.html?page=all
  • www.conversionsciences.co Neglected lawns and gardens quickly overgrow into jungly briars that attract deadly predators such as pumas, tigers, and the Predator riding a tiger. Chop, snip, and mow your way to an orderly and alien-free yard with today's Groupon…
  • www.conversionsciences.co Each day's Groupon features a write-up describing the deal with thoroughly researched, informative selling points that range from the straightforward to the whimsical and bizarre. We strive to avoid marketing clichés, shooting instead for vivid description rooted in complete transparency and embellished with well- crafted absurdities. Job Description:
  • www.conversionsciences.co • Who they are. • What to do about them. • How to consistently create copy that defeats them.
  • www.conversionsciences.co Conversion Scientist (Umwandlung Wissenchaftler) Founder of Conversion Sciences Consultant International Speaker Author: Your Customer Creation Equation Lab Wear Fashion Model
  • www.conversionsciences.co www.conversionsciences.com/upside • Find out what you would get if you added just 0.1% to your conversion rate. • Only three questions. • Instant results.
  • www.conversionsciences.co Source: Copy Hackers Book 1: Where Stellar Messages Come From (Chapter 2)
  • www.conversionsciences.co Typography That create ACTION (Motion optional)
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  • www.conversionsciences.co Source: Wizard Academy www.wizardacademy.com Carl Wernicke Pierre Paul Broca
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  • www.conversionsciences.co Seeing Words Passively Primary Visual Cortex Generating (and Reading) Words Broca’s Area Wernicke’s Area http://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2
  • www.conversionsciences.co More leads
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  • www.conversionsciences.co Chapter 30 of Secret Formulas of the Wizard of Ads, 1999
  • www.conversionsciences.co Broca’s Area Motor Cortex http://www.sxc.hu/profile/craiova
  • www.conversionsciences.co Free Marketing Research Lousy Marketing Ideas. Don't Come to our Site. www.*****.com Bulldog Info & Resources Vaguely useful pet site Affiliate links and pictures www.*****.com Free Marketing Research We hold all the secrets to internet marketing. Buy Now! www.*****.com Bulldog Info & Resources Site about family dog Pictures and links here www.*****.com Source: MarketingExperiments PPC Ad Copy Tested 6/2005
  • www.conversionsciences.co 26% Conversion Rate
  • www.conversionsciences.co Not Exactly
  • www.conversionsciences.co http://www.nataliedee.com/
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  • www.conversionsciences.co Would You Rent a Car from Ling? www.lingscars.com
  • www.conversionsciences.co The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?
  • www.conversionsciences.co The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?
  • www.conversionsciences.co The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?
  • www.conversionsciences.co www.daniellelaporte.com
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  • www.conversionsciences.co Higher revenues
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  • www.conversionsciences.co Control Treatment A Treatment B
  • www.conversionsciences.co Design and UX Knowledge
  • www.conversionsciences.co Source: Facebook, Life is to short not to laugh: https://www.facebook.com/pages/Life-is-too-short-NOT-to- laugh/142007039236493
  • www.conversionsciences.cowww.garrisonphoto.org/sxc
  • www.conversionsciences.co Eugene Schwartz Breakthrough Marketing Download at http://conversci.com/cs13books
  • www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware Eugene Schwartz’s “Five Levels of Awareness” Direct Leads Indirect Leads Product and Price Discounts and Deals Claims and Proof Benefits and Anxieties Stories and Secrets Customer Email Display Ad PPC Ad Organic Search Broadcast Source: Great Leads by Michael Masterson and John Forde
  • www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  • www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  • www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  • www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  • www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  • www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
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  • www.conversionsciences.co Limited-Time Offer: Save 33% on the TXU Energy iThermostat It's Easy to Heat and Cool Your Home Now you can control your thermostat online Get the Internet Thermostat for $49.99 Installed
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  • www.conversionsciences.co A) We Can Help. Call… B) Speak with a Compassionate Rehab Specialist. Call… C) Ready to Start Healing? Call… D) Ready to Stop Lying? If so, we can help. Call… -18% Control +32% +43%
  • www.conversionsciences.co Bouncers? What bouncers?
  • www.conversionsciences.co
  • www.conversionsciences.co It’s not about you. • Who they are • Their Triggers • Where they are • Relational or Transactional
  • www.conversionsciences.co Strong Uncovery Process Tested Portfolio Design / UX Experience Not afraid of Analytics Results-oriented
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  • www.conversionsciences.co
  • www.conversionsciences.co Learn how to apply • Your Conversion Lab • Marketing Batteries • Visitor Tripwires • Blogs that Erupt • Backwards Landing Pages • Checkout Cholesterol • Social Homing Beacons www.CustomerCreationEquation.com Your Good Questions Rewarded
  • www.conversionsciences.co Conversion Upside Calculator: http://conversci.com/cs13calc The Conversion Scientist Blog www.ConversionScientist.com Twitter: @bmassey LinkedIn: LinkedIn.com/in/BMassey Facebook Fan Page: Facebook.com/ConversionScientist Contact: brian@conversionsciences.com 888.961.6604 x701
  • Getting Past the Bouncer in Your Brain Brian Massey, Conversion Sciences www.conversionsciences.co