How To Turn Brain Science Into Bucks by Heather Lloyd Martin

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How to turn brain science into bucks by heather lloyd martin #SMX #24A

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How To Turn Brain Science Into Bucks by Heather Lloyd Martin

  1. 1. Turn Brain Science Into Bucks Easy ways you can increase conversions through direct response writing, consumer psychology and neuromarketing Heather Lloyd-Martin CEO, SuccessWorks SEO Copywriting @heatherlloyd
  2. 2. 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 practices Heather Lloyd-Martin @heatherlloyd SEOCopywriting.com
  3. 3. WHY DO WE BLOG (OR TWEET, OR GOOGLE+?) Yes, engagement and driving traffic is important. But, the real reason goes beyond engagement. We want our prospects to convert. @heatherlloyd
  4. 4. WE THINK WE’RE MAKING A “LOGICAL” DECISION, BUT…  Almost 90% of consumer buying decisions take place at the unconscious level.  Purchasing decisions can happen in seconds.  We base our buys on emotion. @heatherlloyd
  5. 5. ENTER EMOTIONAL SEO WRITING Want better conversions? Write your SEO copy so it taps into your readers’ emotions. Yes, write fantastic blog copy. But pay attention to your sales pages too. @heatherlloyd
  6. 6. TIP #1: TAKE TESTIMONIALS TO THE NEXT LEVEL Social proof positively persuades others. The more similar the person giving the testimonial, the more persuasive the message. @heatherlloyd
  7. 7. VERTICAL-SPECIFIC LANDING PAGES + TESTIMONIALS @heatherlloyd
  8. 8. TIP #2: WE CAN LEARN FROM INFOMERCIALS @heatherlloyd  Infomercials always go beyond simple testimonials.  It’s the stories that help sell (think Yelp.)  Why? We’re wired for stories.
  9. 9. YOUR CUSTOMERS WANT TO TELL THEIR STORIES @heatherlloyd
  10. 10. TIP #3: CONSIDER “USELESS” PRICE POINTS @heatherlloyd
  11. 11. DIFFERENT OFFER STRUCTURE. DIFFERENT RESULTS. @heatherlloyd  Three options allowed people to move from “bargain hunting” to “value hunting.”  Two options had too much contrast…people went for the bargain. Dan Ariely’s TED talk: http://www.ted.com/talks/dan_ariely_asks_are_we_in_control_of_our_own_de cisions.html
  12. 12. TIP #4: USE THE POWER OF THREE TO YOUR ADVANTAGE @heatherlloyd  Three-word logos  Three-word headlines  Three headlines  Three bullet points  Three copy blocks
  13. 13. CAN YOU SPOT THE THREES?
  14. 14. TIP #5: LET MASLOW GUIDE YOU Physiological Needs Safety Needs Social Needs Esteem Needs Self Actualization
  15. 15. @heatherlloyd
  16. 16. TIP #6: LET’S GET TEXTURAL - “Use vivid, sensory, emotional adjectives to engage the brain” - Roger Dooley @heatherlloyd
  17. 17. CAN YOU VISUALIZE THESE TERMS? - Silky - Smooth - Rough - Bright - Jagged - Slimy http://www.neurosciencemarketing.com/blog/articles/metaphor-marketing.htm @heatherlloyd
  18. 18. 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 eggs. Your skin will feel soft vs. Your skin will feel silky to the touch My cat is soft vs. My cat is fuzzy @heatherlloyd
  19. 19. READ. LEARN. WRITE. Buyology, Martin Lindstrom Predictably Irrational, Dan Ariely Brainfluence, Roger Dooley Influence, The Power of Persuasion, Robert Ciadini @heatherlloyd
  20. 20. THANK YOU! HERE’S HOW TO REACH ME Heather Lloyd-Martin CEO, SuccessWorks SEOCopywriting.com heather@seocopywriting.com Twitter: @heatherlloyd @heatherlloyd

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