killer conversion copy: getting past the bouncers in your brain

www.conversionsciences.com

Writing Killer Conversion CopyGetting Past the Bouncer in Your BrainBrian Massey,

Conversion Sciences


Betabrand

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


Betabrand

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, CEOSource: Business Times

Online http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=all


GroupOn

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…


GroupOn

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:


The Bouncers in Your Buyers’ Brains

• Who they are.• What to do about

them.• How to

consistently create copy that defeats them.


Conversion Scientist(Umwandlung Wissenchaftler)

Founder of Conversion SciencesConsultantInternational SpeakerAuthor: Your Customer Creation EquationLab Wear Fashion Model


Try the Conversion Upside Calculator

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. Shocking Results

http://www.conversionsciences.com/upside

http://www.conversionsciences.com/upside


What is Copy?

Source: Copy Hackers Book 1: Where Stellar Messages Come From (Chapter 2)


What is Killer Conversion Copy?

Typography

That create ACTION(Motion optional)


Why all of this work to describe a product or an offer?


The Bouncers in Your Brain

Source: Wizard Academy www.wizardacademy.com

Carl

WernickePierre Paul

Broca


Language is not just decoded. It is adorned with memory, emotion and meaning.


Reading, Listening and Speakingall use the same Wetware

Seeing Words Passively

Primary Visual Cortex

Generating (and Reading) Words

Broca’s AreaWernicke’s Area

http://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2

Winding Up Wernicke

RelevanceEmotion

Storytelling


24%More leads


184%


Broca’s AreaFilters the Predictable

Chapter 30 of Secret Formulas of the Wizard of Ads, 1999


Broca’s Area

Motor Cortex

http://www.sxc.hu/profile/craiova

Surprising Broca

UnexpectedUnbelievable

Just Plain Wrong


Wake Up!

Free Marketing ResearchLousy Marketing Ideas.Don't Come to our Site.www.*****.com

Bulldog Info & ResourcesVaguely useful pet siteAffiliate links and pictureswww.*****.com

Free Marketing ResearchWe hold all the secrets to internetmarketing. Buy Now!www.*****.com

Bulldog Info & ResourcesSite about family dogPictures and links herewww.*****.com

Winners!

Source: MarketingExperiments PPC Ad Copy Tested 6/2005


26% Conversion

Rate

1.5% Conversion Rate


The Mehrabian Formula:“93% of all communication is non-verbal”

Not Exactly


93% of communication is non-verbal when the words don’t match the facial expression

http://www.nataliedee.com/

http://www.nataliedee.com/


Would You Rent a Car from Ling?

www.lingscars.com


The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?


www.daniellelaporte.com

Relevance… To Your Reader(It’s Not About You)


Who They Are


Triggers


Where They Are


Higher revenues 27.9%


Transactional or Relational


Winner

Two Steps to Killer Copy


1. Hire a great copywriter(Trust Them)


2. Measure Them

How do you pick a great copywriter?


Uncovery Process

Sales Team

Customer Service

Customer Reviews

ForumsGroups

Social Media


Tested Portfolio

Control

Treatment A

Treatment B


Design and UX Knowledge


Source: Facebook, Life is to short not to laugh: https://www.facebook.com/pages/Life-is-too-short-NOT-to-laugh/142007039236493

Not Afraid ofAnalytics


Focus on Bottom-lineResults

www.garrisonphoto.org/sxc


It all starts with the “Lead”

Eugene SchwartzBreakthrough Marketing

Download at http://conversci.com/cs13books


What Kind of Lead Should We Write?

Most Aware Product AwareSolution AwareProblem 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

CustomerEmail

Display Ad PPC Ad Organic SearchBroadcast

Source: Great Leads by Michael Masterson and John Forde


Most Aware Product AwareSolution AwareProblem Aware Unaware


Testing is not New


Subject Lines ChangeLanding Page Conversion Rates

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

6.20%

8.17%

7.25%

10.15%+165%


How Did I Do?


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%

Let’s see what you learned.Addiction Treatment Center Headline


Bouncers? What bouncers?


Understand How We Process Speech


Understand Your Visitors

It’s not about you.

• Who they are

• Their Triggers

• Where they are

• Relational or Transactional


Hire Great Copywriters and Test ThemStrong Uncovery ProcessTested PortfolioDesign / UX ExperienceNot afraid of AnalyticsResults-oriented


Nail the Lead


www.MondayMorningMemo.com


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


Do Not Read This Slide

Conversion Upside Calculator: http://conversci.com/cs13calc The Conversion Scientist Blogwww.ConversionScientist.com

Twitter: @bmassey

LinkedIn: LinkedIn.com/in/BMassey

Facebook Fan Page: Facebook.com/ConversionScientist

Contact:[email protected] x701

Writing Killer Conversion CopyGetting Past the Bouncer in Your BrainBrian Massey, Conversion Sciences


killer conversion copy: getting past the bouncers in your brain

Business

combulldog

research people

auditory sentence

unlike vertical

superior temporal

potentially

posterior

sounds called