The document provides tips for using brain science and consumer psychology to increase website conversions. It discusses how almost all consumer decisions are made unconsciously based on emotion rather than logic. It then provides six tips for writing emotionally engaging content, such as using customer testimonials and stories, considering different price points, using the power of three, appealing to different needs like safety and esteem, using vivid descriptive language, and reading books on topics like neuroscience and consumer behavior. The overall message is that understanding how the brain works can help writers create more persuasive content that taps into readers' emotions to drive higher conversion rates.

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. 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. 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. 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. 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. 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. VERTICAL-SPECIFIC LANDING PAGES + TESTIMONIALS
@heatherlloyd

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. YOUR CUSTOMERS WANT TO TELL THEIR STORIES
@heatherlloyd

10. TIP #3: CONSIDER “USELESS” PRICE POINTS
@heatherlloyd

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. 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. CAN YOU SPOT THE THREES?

14. TIP #5: LET MASLOW GUIDE YOU
Physiological Needs
Safety Needs
Social Needs
Esteem Needs
Self Actualization

15. @heatherlloyd

16. TIP #6: LET’S GET TEXTURAL
- “Use vivid, sensory,
emotional adjectives to
engage the brain” - Roger
Dooley
@heatherlloyd

17. CAN YOU VISUALIZE THESE TERMS?
- Silky
- Smooth
- Rough
- Bright
- Jagged
- Slimy
http://www.neurosciencemarketing.com/blog/articles/metaphor-marketing.htm
@heatherlloyd

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. READ. LEARN. WRITE.
Buyology, Martin Lindstrom
Predictably Irrational, Dan Ariely
Brainfluence, Roger Dooley
Influence, The Power of Persuasion, Robert Ciadini
@heatherlloyd

20. THANK YOU! HERE’S HOW TO REACH ME
Heather Lloyd-Martin
CEO, SuccessWorks
SEOCopywriting.com
heather@seocopywriting.com
Twitter: @heatherlloyd
@heatherlloyd