killer conversion copy: getting past the bouncers in your brain

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www.conversionscience s.com Writing Killer Conversion Copy Getting Past the Bouncer in Your Brain Brian Massey, Conversion Sciences

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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.

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Writing Killer Copy

Writing Killer Conversion CopyGetting Past the Bouncer in Your BrainBrian Massey, Conversion Scienceswww.conversionsciences.comwww.conversionsciences.com

BetabrandFriction-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 wearers 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=allwww.conversionsciences.comwww.conversionsciences.comStarted in 2009432% growth in three yearsOpened a store in the Mission District220,000 backlinks to Bike to Work pants product page.Email newsletter with 40-45% open rates25 Customer photos per day!http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=all

Other products:Pinstriped HoodieDress Pants SweatpantsBike to Work Pants

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BetabrandFriction-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 wearers 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=allwww.conversionsciences.comwww.conversionsciences.comStarted in 2009432% growth in three yearsOpened a store in the Mission District220,000 backlinks to Bike to Work pants product page.Email newsletter with 40-45% open rates25 Customer photos per day!http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=all

Other products:Pinstriped HoodieDress Pants SweatpantsBike to Work Pants

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BetabrandFriction-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 wearers 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=allwww.conversionsciences.comwww.conversionsciences.comStarted in 2009432% growth in three yearsOpened a store in the Mission District220,000 backlinks to Bike to Work pants product page.Email newsletter with 40-45% open rates25 Customer photos per day!http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=all

Other products:Pinstriped HoodieDress Pants SweatpantsBike to Work Pants

4GroupOn

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 Grouponwww.conversionsciences.comAbsurditten5GroupOn

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 clichs, shooting instead for vivid description rooted in complete transparency and embellished with well-crafted absurdities.Job Description:www.conversionsciences.comAbsurditten6

The Bouncers in Your Buyers BrainsWho they are.What to do about them.How to consistently create copy that defeats them.www.conversionsciences.com

Computer ScientistSalesmanEntrepreneurCorporate MarketerConversion Scientist(Umwandlung Wissenchaftler)Founder of Conversion SciencesConsultantInternational SpeakerAuthor: Your Customer Creation EquationLab Wear Fashion Model

www.conversionsciences.comUmwandlung WissenschaftlerWissenschaftlerVonVerstecktenWebsiteGeld = Scientist of Hidden Website Money

Trio Da Da Da http://www.youtube.com/watch?v=fkP7HrvNgoo

Schlaf in himmlischer Ruh!

wie treu sind deine Bltter!

Ich kann sagen, du liebst mich nicht, ich liebe dich nicht.

Das Geht Ab! http://lyricstranslate.com/en/das-geht-ab-thats-awesome.html8Try the Conversion Upside Calculatorwww.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 Resultswww.conversionsciences.comWhat is Copy?

Source: Copy Hackers Book 1: Where Stellar Messages Come From (Chapter 2) www.conversionsciences.comUsing words, typography, punctuation and images to communicate your messages in ways that will engage your visitors10What is Killer Conversion Copy?

Typography

That create ACTION(Motion optional)www.conversionsciences.comUsing words, typography, punctuation and images to communicate your messages in ways that will engage your visitors11Why all of this work to describe a product or an offer?www.conversionsciences.com12The Bouncers in Your BrainSource: Wizard Academy www.wizardacademy.com

CarlWernicke

Pierre Paul Brocawww.conversionsciences.comHeben Sie Ihre linke Hand. Biegen Sie am Ellenbogen. Legen Sie Ihren Finger direkt hinter Ihrem Ohr.

Hold up your left hand. Place your finger just behind your left ear. You are now point to Wernickes area, located in the posterior section of thesuperior temporal gyrus, a place in the brain where certain sounds called nouns are attached to the mental images they represent. Now move your finger to just in front of your ear. You are now pointing to Brocas area, located in the Triangular portion of the inferior frontal gyrus. This is where verbs become actions on the projection screen of the what neuroscientists call the visuospatial sketchpad (visuospatial Skizzenblock). These two areas are linked by a high-speed network of nerves called the arcuate fasciculus. Just behind your left earis Wernickes area of the brain. This is where certain sounds called nouns are attached to the mental images they represent. Slightly forward of that ear is Brocas area, where verbs become actions on the projection screen of imagination, the minds eye, called thevisuospatial sketchpadby cognitive neuroscientists. The movie projector we call consciousness, they callworking memory.The high-bandwidth neural pipeline that connects the two is called thearcuate fasciculus.http://www.mondaymorningmemo.com/newsletters/read/1878

Image: http://thebrain.mcgill.ca/flash/i/i_10/i_10_cr/i_10_cr_lan/i_10_cr_lan.html13Language is not just decoded. It is adorned with memory, emotion and meaning.www.conversionsciences.comThese areas are not just interpreters turning shapes into sounds, they are integrated with the temporal pole of the paralimbic system and the posterior terminal portion of the superior temporal sulcus, which provide access to Long-term memory, the emotional system, and meaning. Language is not decoded, it is adorned with memory, emotion and meaning.

According to MarselMesulams model, these unimodal areas then send their information on to two separate sites for integration. One of these is the temporal pole of the paralimbic system, which provides access to the long-term memorysystem and theemotionalsystem. The other is the posterior terminal portion of the superior temporal sulcus, which provides access to meaning.

Now neurologist Friedemann Pulvermuller of theMedical Research Council in Cambridgehas shocked the scientific community by announcing that Wernicke's area and Broca's areagather sensory data from other brain areasand then compile it into complex mental images. According to the article,"These results challenge the theory that isolated, language-specific brain structures discern word meanings. Instead, they propose word understanding hinges on activation of interconnected brain areas that pull together knowledge about that particular word and its associated actions and sensations.http://www.mondaymorningmemo.com/newsletters/read/157414Reading, Listening and Speakingall use the same Wetware

Seeing Words PassivelyPrimary Visual Cortex

Generating (and Reading) WordsBrocas AreaWernickes Areahttp://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2www.conversionsciences.comRelationship to Premotor Cortex and the Primary Motor Cortex

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

This language loop is found in theleft hemispherein about 90% of right-handed persons and 70% of left-handed persons, language being one of the functions that is performed asymmetrically in the brain. Surprisingly, this loop is also found at the same location in deaf persons who use sign language. This loop would therefore not appear to be specific to heard or spoken languagehttp://thebrain.mcgill.ca/flash/d/d_10/d_10_cr/d_10_cr_lan/d_10_cr_lan.html#2

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Winding Up WernickeRelevanceEmotionStorytellingwww.conversionsciences.comTo associate your copy with the memories and emotions of the reader, you must provide something to connect your words with their emotion and memories: We call this relevance.16

24%More leads

www.conversionsciences.comhttps://whichtestwon.com/sap-landing-page-copy-test17

184%

www.conversionsciences.comhttp://whichtestwon.com/talbott-recovery-copy-testEine Geschichte in sieben Wrter.18Brocas AreaFilters the Predictable

Chapter 30 ofSecret Formulas of the Wizard of Ads,1999www.conversionsciences.comBroca stands between what is read and the action centers of the brain: The Premotor Cortex and Motor Cortex

Burkhard MaessLocalizing the distributed language network responsible for the N400 measured by MEG during auditory sentence processingSpeech is a Left-brain activityChapter 30 ofSecret Formulas of the Wizard of Ads,1999) asserted that Broca's area of the brain anticipates the predictable.

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Brocas AreaMotor Cortexhttp://www.sxc.hu/profile/craiovawww.conversionsciences.comBurkhard MaessLocalizing the distributed language network responsible for the N400 measured by MEG during auditory sentence processingSpeech is a Left-brain activityChapter 30 ofSecret Formulas of the Wizard of Ads,1999) asserted that Broca's area of the brain anticipates the predictable.

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Surprising BrocaUnexpectedUnbelievableJust Plain Wrongwww.conversionsciences.com21Wake Up!Free Marketing ResearchLousy Marketing Ideas.Don't Come to our Site.www.*****.comBulldog Info & ResourcesVaguely useful pet siteAffiliate links and pictureswww.*****.comFree Marketing ResearchWe hold all the secrets to internetmarketing. Buy Now!www.*****.comBulldog Info & ResourcesSite about family dogPictures and links herewww.*****.comWinners!Source: MarketingExperiments PPC Ad Copy Tested 6/2005www.conversionsciences.comhttp://www.marketingexperiments.com/ppc-seo-optimization/ppc-ad-copy-tested.html22

26% Conversion Rate1.5% Conversion Ratewww.conversionsciences.comwww.conversionsciences.comThe Mehrabian Formula:93% of all communication is non-verbalNot Exactlywww.conversionsciences.comThe 'Mehrabian formula' (7%/38%/55%) was established in situations where there was incongruence between words and expression.That is, where the words did not match the facial expression: specifically in Mehrabian's research people tended to believe the expression they saw, not the words spoken.http://www.businessballs.com/mehrabiancommunications.htmAlbert Mehrabian

2493% of communication is non-verbal when the words dont match the facial expression

http://www.nataliedee.com/www.conversionsciences.comThe 'Mehrabian formula' (7%/38%/55%) was established in situations where there was incongruence between words and expression.That is, where the words did not match the facial expression: specifically in Mehrabian's research people tended to believe the expression they saw, not the words spoken.http://www.businessballs.com/mehrabiancommunications.htmAlbert Mehrabian, Silent Messages

http://www.nataliedee.com/25

www.conversionsciences.com

Would You Rent a Car from Ling?www.lingscars.comwww.conversionsciences.comwww.conversionsciences.com

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

www.conversionsciences.comwww.conversionsciences.com

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

www.conversionsciences.comwww.conversionsciences.com

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

www.conversionsciences.comwww.conversionsciences.com

www.daniellelaporte.comwww.conversionsciences.comwww.conversionsciences.comRelevance To Your Reader(Its Not About You)www.conversionsciences.com32Who They Arewww.conversionsciences.com33

www.conversionsciences.com http://conversionxl.com/how-to-grab-and-hold-attention/34Triggerswww.conversionsciences.com35

www.conversionsciences.com36

www.conversionsciences.com37Where They Arewww.conversionsciences.com38Higher revenues27.9%

www.conversionsciences.comhttps://whichtestwon.com/location-vs-sales-points-homepage-test

Find Experiences in Your Location39Transactional or Relationalwww.conversionsciences.com40

Winner

www.conversionsciences.comhttps://whichtestwon.com/direct-mail-landing-page-test41Two Steps to Killer Copywww.conversionsciences.com42Hire a great copywriter(Trust Them)www.conversionsciences.com43Measure Themwww.conversionsciences.com44How do you pick a great copywriter?www.conversionsciences.com45

Uncovery ProcessSales TeamCustomer ServiceCustomer ReviewsForumsGroups Social Mediawww.conversionsciences.com46Tested PortfolioControlTreatment ATreatment Bwww.conversionsciences.com47

Design and UX Knowledgewww.conversionsciences.comhttp://webusability-blog.com/use-pictures-to-direct-the-users-gaze/Copy-first, Then design

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

Not Afraid ofAnalyticswww.conversionsciences.com50Focus on Bottom-lineResults

www.garrisonphoto.org/sxcwww.conversionsciences.comwww.conversionsciences.com51It all starts with the Lead

Eugene SchwartzBreakthrough MarketingDownload at http://conversci.com/cs13bookswww.conversionsciences.com52What Kind of Lead Should We Write?Most AwareProduct AwareSolution AwareProblem AwareUnawareEugene Schwartzs Five Levels of AwarenessDirect LeadsIndirect LeadsProduct and PriceDiscounts and DealsClaims and Proof Benefits and AnxietiesStories and SecretsCustomerEmailDisplay AdPPC AdOrganic SearchBroadcastSource: Great Leads by Michael Masterson and John Fordewww.conversionsciences.com53

Most AwareProduct AwareSolution AwareProblem AwareUnaware

www.conversionsciences.com54

Most AwareProduct AwareSolution AwareProblem AwareUnaware

www.conversionsciences.com55

Most AwareProduct AwareSolution AwareProblem AwareUnaware

www.conversionsciences.com56

Most AwareProduct AwareSolution AwareProblem AwareUnaware

www.conversionsciences.comBrian57

Most AwareProduct AwareSolution AwareProblem AwareUnaware

www.conversionsciences.com58Most AwareProduct AwareSolution AwareProblem AwareUnaware

www.conversionsciences.com59

Testing is not Newwww.conversionsciences.com60Subject Lines ChangeLanding Page Conversion RatesLimited-Time Offer: Save 33% on the TXU Energy iThermostat

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6.20% 8.17% 7.25% 10.15%+165%

www.conversionsciences.comHow Did I Do?www.conversionsciences.comA) We Can Help. CallB) Speak with a Compassionate Rehab Specialist. CallC) Ready to Start Healing? Call D) Ready to Stop Lying? If so, we can help. Call-18%Control+32%+43%Lets see what you learned.Addiction Treatment Center Headlinewww.conversionsciences.com

Bouncers? What bouncers?

www.conversionsciences.comUnderstand How We Process Speech

www.conversionsciences.com65Understand Your Visitors

Its not about you.Who they areTheir TriggersWhere they areRelational or Transactionalwww.conversionsciences.com66Hire Great Copywriters and Test ThemStrong Uncovery ProcessTested PortfolioDesign / UX ExperienceNot afraid of AnalyticsResults-oriented

www.conversionsciences.com67Nail the Leadwww.conversionsciences.com68www.MondayMorningMemo.comwww.conversionsciences.com

Learn how to applyYour Conversion LabMarketing BatteriesVisitor TripwiresBlogs that EruptBackwards Landing PagesCheckout CholesterolSocial Homing Beaconswww.CustomerCreationEquation.comYour Good Questions Rewardedwww.conversionsciences.comwww.conversionsciences.com70Do 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

www.conversionsciences.comwww.conversionsciences.comhttp://www.youtube.com/watch?v=VwdW989_NGM71Writing Killer Conversion CopyGetting Past the Bouncer in Your BrainBrian Massey, Conversion Sciences

www.conversionsciences.comwww.conversionsciences.com72