Instructed by Brian Massey.

1. @bmassey
Writing Killer Conversion Copy
Emails, Landing Pages, PPC Ads and
More
Brian Massey, Conversion Sciences

2. @bmassey
Betabrand

3. Betabrand
Introducing the Pinot Shirt, the latest addition
to Betabrand’s Harvester Collection. We took
100% organic cotton poplin and dyed it the
rich color of Napa’s finest Pinot noir grapes.
The result: a comfy, casual button-down shirt,
ideal for wine enthusiasts on weekend
vineyard adventures.

4. Imagine a garment that can fuzz
out a weary traveler’s privates
just enough to let him or her
retain meager shreds of dignity
— without interfering with airport
security!

5. GroupOn

6. GroupOn
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… 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.

7. Today’s Presentation

8. Founder of Conversion Sciences
Consultant
National Speaker
Author Your Customer
Creation Equation
Lab Wear Fashion Model

9. Close the email
Turn off the phone

10. What is Copy?
Source:
Copy Hackers Book 1: Where Stellar Messages Come From (Chapter 2)

11. What is Killer Conversion
Copy?
Typography
That create ACTION
(Motion optional)

12. Why work so hard just to describe a
product or an offer?

13. Broca’s Area and Wernicke’s Area
Source: Wizard Academy www.wizardacademy.com
WernickeBroca
http://thebrain.mcgill.ca

14. Broca’s Area and Wernicke’s Area
Aren’t Just Decoders of Words
http://thebrain.mcgill.ca

15. Reading, Listening and Speaking
all use the same Wetware
Seeing Words Passively
Primary Visual Cortex
Generating (and Reading) Words
Broca’s Area Wernicke’s Area
http://thebrain.mcgill.ca

17. More leads

19. Broca’s Area
Filters the Predictable
Chapter 30 of Secret Formulas of the Wizard of Ads, 1999

20. Broca’s Area
Motor Cortex
http://www.sxc.hu/profile/craiova

21. @bmassey

22. 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

23. The Mehrabian Formula:
“93% of all communication is
non-verbal”
Not Exactly

24. @bmassey
93% of communication is non-verbal
when the words don’t match
the facial expression
http://www.nataliedee.com/

25. More Trial submissions

26. @bmassey

27. RELEVANCE… TO YOUR READER
(IT’S NOT ABOUT YOU)

28. Who They Are

30. Triggers

33. Where They Are

34. @bmasseyHigher revenues

35. Transactional or Relational

36. @bmassey

37. TWO STEPS TO KILLER COPY

38. 1. Hire a great copywriter
(Trust Them)

39. 2. Measure Them

40. HOW DO YOU PICK A GREAT
COPYWRITER?

42. Tested Portfolio
Control
Treatment A
Treatment B

43. Design and UX Knowledge

44. @bmassey

45. @bmassey
Results
Oriented
Approach
www.garrisonphoto.org/sxc

46. FiredPens

47. It All Starts With the Lead
(But where does the lead start?)

48. The Lead
Headline
Sub Headline
Interesting first paragraph that gets the
reader to move to the second paragraph
Second Paragraph that gets
the reader to move on.

49. Headline
http://subheading.com
First paragraph that gets
the reader to click through
Headline
Sub Headline
Interesting first paragraph that gets the
reader to move to the second paragraph
Second Paragraph that gets
the reader to move on.
PPC Ad Leads

50. Email Leads
Sub Heading
Interesting first paragraph that gets the
reader to move to the second paragraph
Second Paragraph that gets
the reader to move on.

51. Email Leads

52. What Kind of Lead Should We Write?
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
Subscriber
Email
Display Ad PPC Ad Organic Search Broadcast
Source: Great Leads by Michael Masterson and John Forde

53. @bmassey
Most Aware Product Aware Solution Aware Problem Aware Unaware

54. @bmassey
Most Aware Product Aware Solution Aware Problem Aware Unaware

55. @bmassey
Most Aware Product Aware Solution Aware Problem Aware Unaware

56. @bmassey
Most Aware Product Aware Solution Aware Problem Aware Unaware

57. @bmassey
None of This is New

58. A Word About
Message and Culture

59. Move The Needle

60. Move The Needle
Write a list of your most valuable visitors:
• The most profitable
• The easiest to close
• The most common
We are talking three or four here.
Pick your triggers.

61. Move The Needle
Then write down the thing that happened
in their life just before they came to
your site that triggered their visit.
In this list you will find relevance and
opportunities to be surprising
Pick your triggers.

62. Move The Needle
Who? Corporate Marketer in mid-sized
company.
Trigger? Just got promoted and feels
behind in online marketing best
practice.
Relevance? How you can keep up in the
fastest-changing career on the planet.
Trigger for a presentation on conversion

63. Key Takeaways

64. Understand How We Process Speech

65. Understand Your Visitors
It’s not about you.

66. Hire Great Copywriters and Test Them
Strong Uncovery Process
Tested Portfolio
Design / UX Experience
Not afraid of Analytics
Results-oriented

67. Nail the Lead

68. Drill Down
• Copywriters Round Table Blog
http://copywritersroundtable.com/
• CopyBlogger Blog
http://www.copyblogger.com/
• Nick Usborne’s Excess Voice Newsletter
http://www.nickusborne.com/excess_voice.htm
• Fog Index:
http://www.usingenglish.com/glossary/fog-index.html
• FutureNow, Inc WeWe Test
http://www.futurenowinc.com/wewe.htm
• Jeff Sexton: 85+ Copywriting Resources
http://conversci.com/85ForCopy
• Great Leads by Michael Masterson and John Forde
http://www.goodreads.com/book/show/13606090-great-leads

69. @bmassey
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

70. www.onlinemarketinginstitute.org
Thank You

71. @bmassey
Do Not Read This Slide
The Conversion Scientist Blog
www.ConversionScientist.com
Twitter:
@bmassey
LinkedIn:
LinkedIn.com/in/BMassey
Facebook Fan Page:
Facebook.com/ConversionScientist
Contact:
brian@conversionscientist.com
512.961.6604