Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Copy That Converts - Pubcon, Austin, 2013

973 views

Published on

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.

Published in: Business
  • Be the first to comment

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

×