Conversion triggers

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Keynote Speech from the 2011 affili@syd conference given by Susan Bratton, CEO of Personal Life Media, and Chair Emeritus of Ad:Tech globally, and one of the world's leading authorities on conversion triggers in online marketing.

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Conversion triggers

  1. 1. Conversion Triggers <ul><li>Susan Bratton </li></ul><ul><li>Personal Life Media </li></ul>http://conversion triggers.com
  2. 2. What motivates and influences people?
  3. 7. Success = Traffic + Conversions Copy Semiotics Design Testing Keywords Empathy Story Triggers Structured Communications ➫ ➫ ➫
  4. 8. “We copy writers would like to believe copy is paramount, yet it’s only about 20% of the success equation...
  5. 9. it’s the offer that matters most.” – Craig Eubanks – Craig Eubanks
  6. 10. The 4 Realms of Persuasive Marketing Persuasive Marketing
  7. 11. Structured Communications Story Telling CopyWriting Neuro-Marketing
  8. 12. Cheat Sheets & Book Excerpts http://conversion triggers.com
  9. 13. Neuro-Marketing <ul><li>Robert Cialdini - Persuasion & Influence </li></ul><ul><li>Joe Sugarman - 29 Psychological Triggers </li></ul><ul><li>Sally Hogshead - 7 Fascination Triggers </li></ul><ul><li>Joseph Carrabis - Semantics & Semiotics </li></ul><ul><li>J. Duncan Berry - Neuro-Semiotics </li></ul><ul><li>Ross Jeffries - NLP Seduction </li></ul>
  10. 14. “Join in the conversation a person is having with himself .” – David Garfinkel – David Garfinkel
  11. 15. Copy Writing <ul><li>Dan Kennedy - Influential Writing </li></ul><ul><li>John Carlton - Simple Writing System </li></ul><ul><li>David Garfinkel - Fast Effective Copy </li></ul><ul><li>Mark Joyner - The Irresistible Offer </li></ul><ul><li>Dennison Hatch - Million Dollar Mailings </li></ul>
  12. 16. Story Telling <ul><li>Enchantment - Guy Kawasaki </li></ul><ul><li>7-Figure Speaking Empire - Dave van Hoose </li></ul><ul><li>Invisible Close - Lisa Sasevich </li></ul><ul><li>Resonate - Nancy Duarte </li></ul>
  13. 17. “Persuasion is a sequence of emotions that take a prospect from interest to action.” – Alex C.
  14. 18. Structure <ul><li>Nancy Duarte - Sparkline </li></ul><ul><li>Joseph Campbell - Hero’s Journey </li></ul><ul><li>David Frey - 12-Steps To Foolproof Sales Letters </li></ul><ul><li>Bob Stone - 7-Step Formula for Winning Letters </li></ul>
  15. 20. Keywords
  16. 21. Surveys
  17. 22. Media Consumption
  18. 23. Empathy Trumps All
  19. 24. Intimate Interviews
  20. 25. Forums
  21. 26. Book Reviews
  22. 27. Expert Interviews
  23. 28. Cluster Topics
  24. 29. Hero’s Journey
  25. 30. Long Narrative
  26. 31. Words That Work <ul><li>Casual Elegance </li></ul><ul><li>Independent </li></ul><ul><li>Peace of Mind </li></ul><ul><li>Certified </li></ul><ul><li>All-American </li></ul><ul><li>Prosperity </li></ul><ul><li>Spirituality </li></ul><ul><li>Financial Security </li></ul><ul><li>Balanced Approach </li></ul><ul><li>A Culture of... </li></ul><ul><li>Imagine </li></ul><ul><li>Hassle-free </li></ul><ul><li>Lifestyle </li></ul><ul><li>Accountability </li></ul><ul><li>Innovation </li></ul><ul><li>Restore, Rekindle </li></ul><ul><li>Efficient, Efficiency </li></ul><ul><li>The Right To </li></ul><ul><li>Patient-Centered </li></ul><ul><li>Investment </li></ul><ul><li>Can Do Results </li></ul><ul><li>[Frank Luntz] </li></ul>
  27. 32. Selling Flow
  28. 33. Video Sales Letter
  29. 34. Sparkline
  30. 35. Webinar
  31. 36. Bob Stone’s 7-Steps <ul><li>Promise your most important benefit first </li></ul><ul><li>Enlarge on your biggest benefit </li></ul><ul><li>Explain what they are getting </li></ul><ul><li>Proof and Endorsements </li></ul><ul><li>What they might loose </li></ul><ul><li>Rephrase prominent benefits in closing offer </li></ul><ul><li>Incite action, fight inertia </li></ul>Formula for Winning Sales Letters
  32. 37. 25 Structured Email Auto-Responders
  33. 38. 7 Landing Pages
  34. 39. ClickTale Heat Maps
  35. 40. GWO
  36. 41. 46 Headline Tests
  37. 42. Fast Effective Copy Templates
  38. 43. One Little Word + 20% [Want To] [?]
  39. 44. Mastermind
  40. 45. Garfinkel Critique “ Suz, I don’t see this as an offer . I see it as a slice of the customer’s future perceptions after the benefits of your course has kicked in...” “ Those sound like great therapist questions... but they don’t create any urgency to buy your product, as far as I can tell.” “ Uh... this doesn’t make me trust you, it makes me hate you . DON’T tell me it’s my responsibility... that REALLY doesn’t work in sales. It’s great for shaming me , however. I would restart this one from scratch.”
  41. 46. Structured Communications Story Telling CopyWriting Neuro-Marketing
  42. 47. Thank you! Claim Your Free Gifts http://Conversion Triggers.com Triggers.com Triggers.com Triggers.com Triggers.com

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