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.

Killer Conversion Copy: Getting Past the Bouncers in Your Brain

9,564 views

Published on

Why do we have to work so hard to get our persuasive messages heard? Why is it conversion so difficult? Why don't people read?

This presentation introduces you to two "bouncers" in the human brain that keep marketing messages from penetrating and tells you what to do about them.

Published in: Business, Technology
  • Ich kann eine Website empfehlen. Er hat mir wirklich geholfen. ⇒ www.WritersHilfe.com ⇐ Zufrieden und beeindruckt.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Want to preview some of our plans? You can get 50 Woodworking Plans and a 440-Page "The Art of Woodworking" Book... Absolutely FREE ■■■ http://t.cn/A6hKwZfW
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Follow the link, new dating source: ♥♥♥ http://bit.ly/2u6xbL5 ♥♥♥
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating for everyone is here: ❤❤❤ http://bit.ly/2u6xbL5 ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Check out the brain training for Dogs course now. It's great for eliminating any bad behaviors by tapping into your dog's hidden intelligence. ●●● http://t.cn/Aie43hbV
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Killer Conversion Copy: Getting Past the Bouncers in Your Brain

  1. 1. www.conversionsciences.co Writing Killer Conversion Copy Getting Past the Bouncer in Your Brain Brian Massey, Conversion Sciences
  2. 2. www.conversionsciences.co Friction-Free: Unlike vertical corduroy, which produces friction that can heat your crotch to uncomfortable, potentially catastrophic levels, Cordarounds’ horizontal wales mesh evenly, lowering the average wearer’s crotch heat index (CHI) reading by up to 22%. Source: Business Times Online http://www.bizjournals.com/sanfrancisco/print- edition/2012/06/08/clothier-betabrand-racks-up- sales-with.html?page=all
  3. 3. www.conversionsciences.co Friction-Free: Unlike vertical corduroy, which produces friction that can heat your crotch to uncomfortable, potentially catastrophic levels, Cordarounds’ horizontal wales mesh evenly, lowering the average wearer’s crotch heat index (CHI) reading by up to 22%. Source: Business Times Online http://www.bizjournals.com/sanfrancisco/print- edition/2012/06/08/clothier-betabrand-racks-up- sales-with.html?page=all
  4. 4. www.conversionsciences.co Friction-Free: Unlike vertical corduroy, which produces friction that can heat your crotch to uncomfortable, potentially catastrophic levels, Cordarounds’ horizontal wales mesh evenly, lowering the average wearer’s crotch heat index (CHI) reading by up to 22%. “If you create something with a hook, you can experience dramatic results.” – Chris Lindland, CEO Source: Business Times Online http://www.bizjournals.com/sanfrancisco/print- edition/2012/06/08/clothier-betabrand-racks-up- sales-with.html?page=all
  5. 5. www.conversionsciences.co 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…
  6. 6. www.conversionsciences.co 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. Job Description:
  7. 7. www.conversionsciences.co • Who they are. • What to do about them. • How to consistently create copy that defeats them.
  8. 8. www.conversionsciences.co Conversion Scientist (Umwandlung Wissenchaftler) Founder of Conversion Sciences Consultant International Speaker Author: Your Customer Creation Equation Lab Wear Fashion Model
  9. 9. www.conversionsciences.co www.conversionsciences.com/upside • Find out what you would get if you added just 0.1% to your conversion rate. • Only three questions. • Instant results.
  10. 10. www.conversionsciences.co Source: Copy Hackers Book 1: Where Stellar Messages Come From (Chapter 2)
  11. 11. www.conversionsciences.co Typography That create ACTION (Motion optional)
  12. 12. www.conversionsciences.co
  13. 13. www.conversionsciences.co Source: Wizard Academy www.wizardacademy.com Carl Wernicke Pierre Paul Broca
  14. 14. www.conversionsciences.co
  15. 15. www.conversionsciences.co Seeing Words Passively Primary Visual Cortex Generating (and Reading) Words Broca’s Area Wernicke’s Area http://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2
  16. 16. www.conversionsciences.co More leads
  17. 17. www.conversionsciences.co
  18. 18. www.conversionsciences.co Chapter 30 of Secret Formulas of the Wizard of Ads, 1999
  19. 19. www.conversionsciences.co Broca’s Area Motor Cortex http://www.sxc.hu/profile/craiova
  20. 20. www.conversionsciences.co 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
  21. 21. www.conversionsciences.co 26% Conversion Rate
  22. 22. www.conversionsciences.co Not Exactly
  23. 23. www.conversionsciences.co http://www.nataliedee.com/
  24. 24. www.conversionsciences.co
  25. 25. www.conversionsciences.co Would You Rent a Car from Ling? www.lingscars.com
  26. 26. www.conversionsciences.co The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?
  27. 27. www.conversionsciences.co The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?
  28. 28. www.conversionsciences.co The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?
  29. 29. www.conversionsciences.co www.daniellelaporte.com
  30. 30. www.conversionsciences.co
  31. 31. www.conversionsciences.co
  32. 32. www.conversionsciences.co
  33. 33. www.conversionsciences.co
  34. 34. www.conversionsciences.co
  35. 35. www.conversionsciences.co
  36. 36. www.conversionsciences.co Higher revenues
  37. 37. www.conversionsciences.co
  38. 38. www.conversionsciences.co
  39. 39. www.conversionsciences.co
  40. 40. www.conversionsciences.co
  41. 41. www.conversionsciences.co
  42. 42. www.conversionsciences.co Control Treatment A Treatment B
  43. 43. www.conversionsciences.co Design and UX Knowledge
  44. 44. www.conversionsciences.co Source: Facebook, Life is to short not to laugh: https://www.facebook.com/pages/Life-is-too-short-NOT-to- laugh/142007039236493
  45. 45. www.conversionsciences.cowww.garrisonphoto.org/sxc
  46. 46. www.conversionsciences.co Eugene Schwartz Breakthrough Marketing Download at http://conversci.com/cs13books
  47. 47. www.conversionsciences.co 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 Customer Email Display Ad PPC Ad Organic Search Broadcast Source: Great Leads by Michael Masterson and John Forde
  48. 48. www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  49. 49. www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  50. 50. www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  51. 51. www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  52. 52. www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  53. 53. www.conversionsciences.co Most Aware Product Aware Solution Aware Problem Aware Unaware
  54. 54. www.conversionsciences.co
  55. 55. www.conversionsciences.co Limited-Time Offer: Save 33% on the TXU Energy iThermostat It's Easy to Heat and Cool Your Home Now you can control your thermostat online Get the Internet Thermostat for $49.99 Installed
  56. 56. www.conversionsciences.co
  57. 57. www.conversionsciences.co A) We Can Help. Call… B) Speak with a Compassionate Rehab Specialist. Call… C) Ready to Start Healing? Call… D) Ready to Stop Lying? If so, we can help. Call… -18% Control +32% +43%
  58. 58. www.conversionsciences.co Bouncers? What bouncers?
  59. 59. www.conversionsciences.co
  60. 60. www.conversionsciences.co It’s not about you. • Who they are • Their Triggers • Where they are • Relational or Transactional
  61. 61. www.conversionsciences.co Strong Uncovery Process Tested Portfolio Design / UX Experience Not afraid of Analytics Results-oriented
  62. 62. www.conversionsciences.co
  63. 63. www.conversionsciences.co
  64. 64. www.conversionsciences.co 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 Your Good Questions Rewarded
  65. 65. www.conversionsciences.co Conversion Upside Calculator: http://conversci.com/cs13calc The Conversion Scientist Blog www.ConversionScientist.com Twitter: @bmassey LinkedIn: LinkedIn.com/in/BMassey Facebook Fan Page: Facebook.com/ConversionScientist Contact: brian@conversionsciences.com 888.961.6604 x701
  66. 66. Getting Past the Bouncer in Your Brain Brian Massey, Conversion Sciences www.conversionsciences.co

×