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Brilliant Copy Won’t Rescue Your
Visuals
Craig Andrews
512-410-4204
Craig.Andrews@allies4me.com
8/22/2015 © 2012-2015, allies4me, All rights reserved 1
2
Sponsors
Diamond
In Kind
Gold
Platinum
8/22/2015 © 2012-2014, allies4me, All rights reserved 3
Copy is Important, But . . .
8/22/2015 © 2012-2014, allies4me, All rights reserved 4
Visuals Dominate
8/22/2015 © 2012-2014, allies4me, All rights reserved 5
Limit
Brilliant
Copy
Wrong Visuals
8/22/2015 © 2012-2014, allies4me, All rights reserved 6
Almonds, Napoleon & Zuckerberg
8/22/2015 © 2012-2014, allies4me, All rights reserved 7
REASON #1: AMYGDALA HIJACK
The fast brain
8/22/2015 © 2012-2014, allies4me, All rights reserved 8
The Fast Brain Rules
8/22/2015 © 2012-2014, allies4me, All rights reserved 9
Amygdala is 20 ms faster than Neocortex
REASON #2: VISUALS ARE PROCESSED FASTER
Developed by Napoleon
Used by Facebook
8/22/2015 © 2012-2014, allies4me, All rights reserved 10
60,000 X Faster
How to Make High Speed Decisions
8/22/2015 © 2012-2014, allies4me, All rights reserved 11
We Need a Better Cannon
8/22/2015 © 2012-2014, allies4me, All rights reserved 12
A Better Cannon to Facial Recognition
8/22/2015 © 2012-2014, allies4me, All rights reserved 13
A Glass Lens Does Math
8/22/2015 © 2012-2014, allies4me, All rights reserved 14
Test
8/22/2015 © 2012-2014, allies4me, All rights reserved 15
How Are
You Today
Run! Run Now
& Save Yourself
I Like
Unicorns
I’m Scared of
Butterflies
My Name
is Bubbles
Puppies
Are Soft
Cats Are
Fluffy
Daisies Are
Beautiful
I Love You You
Love Me
You’re in
Great Danger
Chupracabra
Ahead
A Scorpion is in
Your Shoe
Test
8/22/2015 © 2012-2014, allies4me, All rights reserved 16
How Are
You Today
Run! Run Now
& Save Yourself
I Like
Unicorns
I’m Scared of
Butterflies
My Name
is Bubbles
Puppies
Are Soft
Cats Are
Fluffy
Daisies Are
Beautiful
I Love You You
Love Me
You’re in
Great Danger
Chupracabra
Ahead
A Scorpion is in
Your Shoe
Examples From Around the World
8/22/2015 © 2012-2014, allies4me, All rights reserved 17
What Type of Food do They Serve?
8/22/2015 © 2012-2014, allies4me, All rights reserved 18
8/22/2015 © 2012-2014, allies4me, All rights reserved 19
Would You Hire Them?
8/22/2015 © 2012-2014, allies4me, All rights reserved 20
Would You Hire Them?
8/22/2015 © 2012-2014, allies4me, All rights reserved 21
What is This Website About?
8/22/2015 © 2012-2014, allies4me, All rights reserved 22
8/22/2015 © 2012-2014, allies4me, All rights reserved 23
Bias: What We Want to See
8/22/2015 © 2012-2014, allies4me, All rights reserved 24
We Ask Our Family
8/22/2015 © 2012-2014, allies4me, All rights reserved 25
It looks Wonderful Dear!
Everything you do is
wonderful!
I still have your drawings
from kindergarten
We Ask Our Friends
8/22/2015 © 2012-2014, allies4me, All rights reserved 26
Dude! It’s amazing!
You’re a genius!
Do you still have those
hockey tickets?
We Ask Our Coworkers
8/22/2015 © 2012-2014, allies4me, All rights reserved 27
If I criticize my
boss, my next
performance
review will SUCK!!
I can show my
value by being
needlessly
critical
I wonder why
nobody uses
flashing text on
sites. We should try
it.
Interview the Anonymous
8/22/2015 © 2012-2014, allies4me, All rights reserved 28
I don’t get it.
Are you a Japanese
restaurant or Mexican??
Do a 5-Second Test
8/22/2015 © 2012-2014, allies4me, All rights reserved 29
Ask 3 Simple Questions
1. What’s this page about?
2. What action are you being asked to take?
3. Does the brand appear trustworthy?
8/22/2015 © 2012-2014, allies4me, All rights reserved 30
Example Where Testing Saved Us
8/22/2015 © 2012-2014, allies4me, All rights reserved 31
New Image – Better Results
8/22/2015 © 2012-2014, allies4me, All rights reserved 32
Escape is Our First Reaction
8/22/2015 © 2012-2014, allies4me, All rights reserved 33
You Can’t Undo This
8/22/2015 © 2012-2014, allies4me, All rights reserved 34
8/22/2015 © 2012-2014, allies4me, All rights reserved 35
36
Sponsors
Diamond
In Kind
Gold
Platinum
ALLIES4ME
Craig Andrews
+1.512.410.4204
Craig.Andrews@allies4me.com
allies4me.com
8/22/2015 © 2012-2014, allies4me, All rights reserved 37

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Brilliant copy-won’t-rescue-your-visuals

  • 1. Brilliant Copy Won’t Rescue Your Visuals Craig Andrews 512-410-4204 Craig.Andrews@allies4me.com 8/22/2015 © 2012-2015, allies4me, All rights reserved 1
  • 3. 8/22/2015 © 2012-2014, allies4me, All rights reserved 3
  • 4. Copy is Important, But . . . 8/22/2015 © 2012-2014, allies4me, All rights reserved 4
  • 5. Visuals Dominate 8/22/2015 © 2012-2014, allies4me, All rights reserved 5 Limit Brilliant Copy Wrong Visuals
  • 6. 8/22/2015 © 2012-2014, allies4me, All rights reserved 6
  • 7. Almonds, Napoleon & Zuckerberg 8/22/2015 © 2012-2014, allies4me, All rights reserved 7
  • 8. REASON #1: AMYGDALA HIJACK The fast brain 8/22/2015 © 2012-2014, allies4me, All rights reserved 8
  • 9. The Fast Brain Rules 8/22/2015 © 2012-2014, allies4me, All rights reserved 9 Amygdala is 20 ms faster than Neocortex
  • 10. REASON #2: VISUALS ARE PROCESSED FASTER Developed by Napoleon Used by Facebook 8/22/2015 © 2012-2014, allies4me, All rights reserved 10 60,000 X Faster
  • 11. How to Make High Speed Decisions 8/22/2015 © 2012-2014, allies4me, All rights reserved 11
  • 12. We Need a Better Cannon 8/22/2015 © 2012-2014, allies4me, All rights reserved 12
  • 13. A Better Cannon to Facial Recognition 8/22/2015 © 2012-2014, allies4me, All rights reserved 13
  • 14. A Glass Lens Does Math 8/22/2015 © 2012-2014, allies4me, All rights reserved 14
  • 15. Test 8/22/2015 © 2012-2014, allies4me, All rights reserved 15 How Are You Today Run! Run Now & Save Yourself I Like Unicorns I’m Scared of Butterflies My Name is Bubbles Puppies Are Soft Cats Are Fluffy Daisies Are Beautiful I Love You You Love Me You’re in Great Danger Chupracabra Ahead A Scorpion is in Your Shoe
  • 16. Test 8/22/2015 © 2012-2014, allies4me, All rights reserved 16 How Are You Today Run! Run Now & Save Yourself I Like Unicorns I’m Scared of Butterflies My Name is Bubbles Puppies Are Soft Cats Are Fluffy Daisies Are Beautiful I Love You You Love Me You’re in Great Danger Chupracabra Ahead A Scorpion is in Your Shoe
  • 17. Examples From Around the World 8/22/2015 © 2012-2014, allies4me, All rights reserved 17
  • 18. What Type of Food do They Serve? 8/22/2015 © 2012-2014, allies4me, All rights reserved 18
  • 19. 8/22/2015 © 2012-2014, allies4me, All rights reserved 19
  • 20. Would You Hire Them? 8/22/2015 © 2012-2014, allies4me, All rights reserved 20
  • 21. Would You Hire Them? 8/22/2015 © 2012-2014, allies4me, All rights reserved 21
  • 22. What is This Website About? 8/22/2015 © 2012-2014, allies4me, All rights reserved 22
  • 23. 8/22/2015 © 2012-2014, allies4me, All rights reserved 23
  • 24. Bias: What We Want to See 8/22/2015 © 2012-2014, allies4me, All rights reserved 24
  • 25. We Ask Our Family 8/22/2015 © 2012-2014, allies4me, All rights reserved 25 It looks Wonderful Dear! Everything you do is wonderful! I still have your drawings from kindergarten
  • 26. We Ask Our Friends 8/22/2015 © 2012-2014, allies4me, All rights reserved 26 Dude! It’s amazing! You’re a genius! Do you still have those hockey tickets?
  • 27. We Ask Our Coworkers 8/22/2015 © 2012-2014, allies4me, All rights reserved 27 If I criticize my boss, my next performance review will SUCK!! I can show my value by being needlessly critical I wonder why nobody uses flashing text on sites. We should try it.
  • 28. Interview the Anonymous 8/22/2015 © 2012-2014, allies4me, All rights reserved 28 I don’t get it. Are you a Japanese restaurant or Mexican??
  • 29. Do a 5-Second Test 8/22/2015 © 2012-2014, allies4me, All rights reserved 29
  • 30. Ask 3 Simple Questions 1. What’s this page about? 2. What action are you being asked to take? 3. Does the brand appear trustworthy? 8/22/2015 © 2012-2014, allies4me, All rights reserved 30
  • 31. Example Where Testing Saved Us 8/22/2015 © 2012-2014, allies4me, All rights reserved 31
  • 32. New Image – Better Results 8/22/2015 © 2012-2014, allies4me, All rights reserved 32
  • 33. Escape is Our First Reaction 8/22/2015 © 2012-2014, allies4me, All rights reserved 33
  • 34. You Can’t Undo This 8/22/2015 © 2012-2014, allies4me, All rights reserved 34
  • 35. 8/22/2015 © 2012-2014, allies4me, All rights reserved 35