Bullet-Proof Copy From Traffic & Conversion Summit 2019

© 2019 Roland Frasier
“Bullet-Proof Copy: Instantly & Easily Create
Uniquely Effective Marketing Campaigns
Using These Proven ‘What-To-Say-When’
Magic Messaging Models”
#TCSWest2019

“It takes 21 to 24 different
‘touches’ with a prospect to
create a buying decision”
Think With Google
© 2019 Roland Frasier #TCSWest2019

Problem Is, If You Even Do
Multi-Touch, It Usually
Looks Like This...

Typical Email Campaign
Message 1 “Buy my stuff”
Message 2 “You forgot to buy my stuff”
Message 3 “Last chance to buy my stuff”
Message 4 “Yet another chance to buy my stuff”
Message 5 “WTF!? Buy my %*!$ stuff!”

1. Target Messages To Micro-Moments
2. Use Script Sheets To Identify Relational Triggers
3. Create Meta-Messages To Spawn Dozens Of
Unique Messages
4. Design High-Converting Message Sequences With
The Multi-Touch Matrix
5. Persuade Powerfully With The Modality Wheel
5 Step Messaging Mastery System
#TCSWest2019

Your Messaging Should Be
Informed By Where Your Customer
Is In Their Buying Journey
5 Key Micro-Moments To Own
Which-What-Is-Best
#TCSWest2019

Case Study: Car Purchase Decision
Search
Video
Images
Retailer
Manufacturer

High Quality?
Better Than The Others?
Satisfies My Needs?
Strong Brand Promise?
Is There Ample Social Proof?
Other Reasons To Buy?
Which-Is-Best Messaging
#TCSWest2019

Case Study: Which-Is-Best Moments

Which-Is-Best Moments
#TCSWest2019

Google All Best, Reviews +
Avoids Searches For Your
Product or Service
Action Step…
#TCSWest2019

Add “Best-Messaging” To
All Messaging Media In
Early Stages Of Your
Customer Journey
Action Step…
#TCSWest2019

Case Study: Right-For-Me Moments

Right-For-Me Moments
#TCSWest2019

Create For Me, Should I, Do
I Need, Ideas, Shopping List
+ First Demo Messaging
Action Step…
#TCSWest2019

Add “Right-For-Me” To All
Messaging Media In Early
Stages Of Your Customer
Journey
Action Step…
#TCSWest2019

Case Study: Can-I-Afford-It Moments

Can-I-Afford-It Moments
#TCSWest2019

Create Price Comparison,
Calculators, Build
Configurators Messaging
Action Step…
#TCSWest2019

Add “Can-I-Afford-It” To All
Messaging Media In Middle
Stages Of Your Customer
Journey
Action Step…
#TCSWest2019

Case Study: Where-Should-I-Buy Moments

Where-Should-I-Buy Moments
#TCSWest2019

Create Near Me, Can I, Shop
With, Open Now, Wait
Times, Messaging
Action Step…
#TCSWest2019

Add “Where-Should-I-Buy”
To All Messaging Media In
Late Stages Of Your
Customer Journey
Action Step…
#TCSWest2019

Case Study: Am-I-Getting-A-Deal Moments

Am-I-Getting-A-Deal Moments
#TCSWest2019

Create Worth It, Does It
Work, Looks Like, Similar To,
Messaging
Action Step…
#TCSWest2019

Add “Am-I-Getting-A-Deal”
To All Messaging Media In
Late Stages Of Your
Customer Journey
Action Step…
#TCSWest2019

“Micro-Moments
Messaging Is The New
Customer Journey”
DigtalMarketer

“Adding Multi-Touch
Follow-Up Campaigns
Increase Sales 50%-400%”
Digital Marketer Tests

Multi-Touch, Micro-
Moments Messaging
eliminates guessing what
your customers want.

So You Will Never Again
Create Really Bad
Messaging Like This...

Or…
#TCSWest2019

Or Even…
Or…
#TCSWest2019

And Super Cringey Ads Like
This...

Or Run Split Tests Like This...
Split Test 1 “Buy, my stuff”
Split Test 2 “Buy my things”
Split Test 3 “Purchase my stuff”
Split Test 4 “Get my stuff”
Split Test 5 “Acquire my stuff!”

We Analyzed…
4,137,277,519 Emails + Ad Impressions
144,804,717 Clicks
$313,112,934 Sales, and
4,521 Split Tests
To Learn What Works Best

Here’s What We Learned…
Speak to a NEED
Identify a TRIGGERING EVENT
Describe +/- OUTCOMES
Stir and Allay their FEARS
Address RELATIONSHIPS
Frame it in a Gain>Logic>Fear SEQUENCE

Visually It
Looks Like
This…
And We
Call It The
Idea Wheel

We put all of that into a
messaging framework
using ScriptSheets...

S
C
R
I
P
T
S
H
E
E
T © 2019 Roland Frasier

Let’s say we are selling a
Sleep-Aid. A ScriptSheet for
that might look like this…

S
C
R
I
P
T
S
H
E
E
I nsomniac
M ale, 45
M arried
S leep, sex,
intimacy,
family, money
S ide-effects,
what others
say, addictive
Doc, wife,
kids boss,
friends, fam
L ights, T V,
comp. screen,
big pharma
Do nothing,
fitful sleep
health issues
T ry a sleep-aid
Get pres. M eds
M editate
U p all night A sleep at work M iss fam event
Y ell at kids F ight with wife Doc visit
S leep well M ore energy T hink clearly
F eel rested Quality time
Too tired S tressed-out H ealth issues
S hort temper U p all night P rescriptions

A ScriptSheet For Selling
Beach Properties Might
Look Like This…

S
C
R
I
P
T
S
H
E
E
B each L over
Couple, 45+
M arried
S leep, sex,
intimacy,
family, status
Too M uch $,
crowded, old,
seller’s market
H usband/wife
kids, friends,
family
Gain on S ale,
interest rates,
family, friends
Do nothing,
no views, miss
beach lifestyle
S ell home, B uy
B each H ouse,
On-Water/Off
Want new home F ix purch error +/- F amily
U pgrade E mpty N est Cash-in E quity
B each lifestyle R etirement Ocean Views
Community R ecreation S tatus
N o Views F amily S uburban Drive
H ouse Too B ig P urchase E rror

After You Brainstorm
Inform Your ScriptSheet
With Data

Buyer or
Seller
Avatar
#TCSWest2019

Cross-
Sell
Avatar
#TCSWest2019

Needs +
Trigger
Events

Ad set topics + timing:
holidays/summer
Ad set target > retirement age
Ad set topic > retirement
Ad set topic > deals
Ad set > investment
Ad set topic > rate changes +/-
Ad set topic >
investments
#TCSWest2019

Move
Away Or
Toward

Friend
Enemies
Frenemies?
#TCSWest2019

Friends +
Enemies
#TCSWest2019

Actions + Inactions
#TCSWest2019

Now It’s Your Turn To Apply
This To Your Business…

Once You Complete Your
ScriptSheet, You Can Create
Thousands Of Different
Compelling Messages.

For our Sleep-Aid product,
a Meta-Message Sheet
might look like this…

Or this…

You Can Use Meta-
Messages That Each
Generate Dozens Of
Messaging Ideas

What Meta-Messages
Could You Use In
Your Business?

Next, Sequence Your
Messages To Maximize
Conversions

GAIN > LOGIC > FEAR
Sequences Work Best

The SPADES Multi-Touch
Matrix Let’s You Touch Your
Prospect With 1,728
Different G>L>F Sequences

Exclusive, rare, old
whiskey from 1961
Insanely Expensive
£6,500 Per Shot
Only 65 bottles
produced
Never offered to the
general public
Balvenie Brand
Lanesborough Hotel
Master Sommelier
David Charles Stuart,
Living Legend
His “Legacy” Creation
Year of the Single Malt
“Build-A-Flight” Master
Somm Experience
Large Cash Influx From
Sale of Company
End of Major Month-
Long Trip
Stranded alone in London
#TCSWest2019© 2019 Roland Frasier

Business Personality
Quiz
Are you Buffet, Branson,
Blakely?
Self-Scoring with results
emailed instantly
Results show proof of
accuracy of assessment
Tips given to take
immediate action
Results specific hero
story based on Buffet,
Branson or Blakely
Relate story to prospect
and their situation
Tie offer to story and
quize results to bring all
G>L>F elements together
#TCSWest2019© 2019 Roland Frasier

Let’s Create 3
GAIN > LOGIC > FEAR
Sequences For Your
Business Now

Use The Message Wheel To
Craft Scientifically Proven,
Irresistible, High-Converting
Messages

Maslow’s Needs Hierarchy
Breathing
Food
Water
Shelter
Sleep
Clothing
Sex
Safety
Health
Financial
Friendship
Intimacy
Family
Recognition
Status
Importance
Respect
Fame
Attention
Strength
Competence
Mastery
Confidence
Independence
Freedom
Self-
Actualization
#TCSWest2019

Impact Factors
Time
Age
Affliction
New
Discovery
Prospect
Friends
Family
Enemies
Relationship
Environment
Economy
Government
+ Value
- Value
+ Belief
- Belief
+ Action
- Action
Hope
Fear
Avoid Pain
Get Pleasure
#TCSWest2019

Story Plots
The Quest
Voyage and Return
Comedy
Tragedy
Rebirth
Overcoming The
Monster
Rags To Riches
#TCSWest2019

Persuasion Techniques
Reciprocity
Scarcity
Authority
Liking
Consensus
Consistency
Unity
#TCSWest2019

NLP Modalities
Visual
Auditory
Kinesthetic
#TCSWest2019

Graphically
It Looks
Like This…
The
Message
Wheel

As You Write Your Message
Remember the NEED
Tie to an IMPACTING FORCE
Refer to the WANTED or HATED OUTCOME
Choose a PLOT TYPE (When Telling Stories)
Select a PERSUASIVE TECHNIQUE
Frame it in one or more MODALITIES

M
O
D
A
L
I
T
Y
S
H
E
E
T

Using These Tools You Have
533,433,600 Different
Messaging Options

Now Go Increase Your Sales
By 50%-400%

THANK YOU!
Message Me For Slides @
Facebook.com/RolandFrasierPage
#TCSWest2019

Bullet-Proof Copy From Traffic & Conversion Summit 2019

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