How To Turn Brain Science Into Bucks by Heather Lloyd Martin
Turn Brain Science Into Bucks
Easy ways you can increase conversions through direct response writing,
consumer psychology and neuromarketing
CEO, SuccessWorks SEO Copywriting
A LITTLE ABOUT ME
• Started SEO copy career in 1998
• Established the first SEO copywriting
agency focusing on writing and training
• Created an industry-endorsed training
program teaching SEO copywriting best
WHY DO WE BLOG (OR TWEET, OR GOOGLE+?)
Yes, engagement and
driving traffic is important.
But, the real reason goes
We want our prospects
WE THINK WE’RE MAKING A “LOGICAL” DECISION, BUT…
Almost 90% of
decisions take place at
the unconscious level.
can happen in seconds.
We base our buys on
ENTER EMOTIONAL SEO WRITING
Want better conversions?
Write your SEO copy so it
taps into your readers’
Yes, write fantastic blog
copy. But pay attention to
your sales pages too.
TIP #1: TAKE TESTIMONIALS TO THE NEXT LEVEL
Social proof positively
The more similar the
person giving the
testimonial, the more
persuasive the message.
TIP #2: WE CAN LEARN FROM INFOMERCIALS
go beyond simple
It’s the stories that
help sell (think Yelp.)
Why? We’re wired for
YOUR CUSTOMERS WANT TO TELL THEIR STORIES
TIP #3: CONSIDER “USELESS” PRICE POINTS
DIFFERENT OFFER STRUCTURE. DIFFERENT RESULTS.
Three options allowed
people to move from
“bargain hunting” to
Two options had too
for the bargain.
Dan Ariely’s TED talk:
TIP #4: USE THE POWER OF THREE TO YOUR
Three bullet points
Three copy blocks
TIP #6: LET’S GET TEXTURAL
- “Use vivid, sensory,
emotional adjectives to
engage the brain” - Roger
CAN YOU VISUALIZE THESE TERMS?
TEXTURAL SEO CONTENT
Having a bad day vs. Having a rough day
She touched the rock vs. She touched the jagged rock
Made with fresh eggs vs. Made with freshly-cracked
Your skin will feel soft vs. Your skin will feel silky to the
My cat is soft vs. My cat is fuzzy
READ. LEARN. WRITE.
Buyology, Martin Lindstrom
Predictably Irrational, Dan Ariely
Brainfluence, Roger Dooley
Influence, The Power of Persuasion, Robert Ciadini
THANK YOU! HERE’S HOW TO REACH ME