Date post: | 17-Oct-2014 |
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Business |
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Writing Killer Conversion CopyGetting Past the Bouncer in Your BrainBrian Massey,
Conversion Sciences
www.conversionsciences.com
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
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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
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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
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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…
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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:
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The Bouncers in Your Buyers’ Brains
• Who they are.• What to do about
them.• How to
consistently create copy that defeats them.
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Conversion Scientist(Umwandlung Wissenchaftler)
Founder of Conversion SciencesConsultantInternational SpeakerAuthor: Your Customer Creation EquationLab Wear Fashion Model
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Try the Conversion Upside Calculator
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• Find out what you would get if you added just 0.1% to your conversion rate.
• Only three questions.• Instant results. Shocking Results
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What is Copy?
Source: Copy Hackers Book 1: Where Stellar Messages Come From (Chapter 2)
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What is Killer Conversion Copy?
Typography
That create ACTION(Motion optional)
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Why all of this work to describe a product or an offer?
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The Bouncers in Your Brain
Source: Wizard Academy www.wizardacademy.com
Carl
WernickePierre Paul
Broca
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Language is not just decoded. It is adorned with memory, emotion and meaning.
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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
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24%More leads
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184%
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Broca’s AreaFilters the Predictable
Chapter 30 of Secret Formulas of the Wizard of Ads, 1999
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Broca’s Area
Motor Cortex
http://www.sxc.hu/profile/craiova
Surprising Broca
UnexpectedUnbelievable
Just Plain Wrong
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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
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26% Conversion
Rate
1.5% Conversion Rate
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The Mehrabian Formula:“93% of all communication is non-verbal”
Not Exactly
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93% of communication is non-verbal when the words don’t match the facial expression
http://www.nataliedee.com/
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Would You Rent a Car from Ling?
www.lingscars.com
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The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?
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The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?
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The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?
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www.daniellelaporte.com
Relevance… To Your Reader(It’s Not About You)
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Who They Are
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Triggers
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Where They Are
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Higher revenues 27.9%
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Transactional or Relational
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Winner
Two Steps to Killer Copy
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1. Hire a great copywriter(Trust Them)
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2. Measure Them
How do you pick a great copywriter?
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Uncovery Process
Sales Team
Customer Service
Customer Reviews
ForumsGroups
Social Media
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Tested Portfolio
Control
Treatment A
Treatment B
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Design and UX Knowledge
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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/142007039236493
Not Afraid ofAnalytics
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Focus on Bottom-lineResults
www.garrisonphoto.org/sxc
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It all starts with the “Lead”
Eugene SchwartzBreakthrough Marketing
Download at http://conversci.com/cs13books
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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
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Most Aware Product AwareSolution AwareProblem Aware Unaware
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Most Aware Product AwareSolution AwareProblem Aware Unaware
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Most Aware Product AwareSolution AwareProblem Aware Unaware
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Most Aware Product AwareSolution AwareProblem Aware Unaware
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Most Aware Product AwareSolution AwareProblem Aware Unaware
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Most Aware Product AwareSolution AwareProblem Aware Unaware
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Testing is not New
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Subject Lines ChangeLanding Page Conversion Rates
Limited-Time Offer: Save 33% on the TXU Energy iThermostat
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6.20%
8.17%
7.25%
10.15%+165%
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How Did I Do?
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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
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Bouncers? What bouncers?
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Understand How We Process Speech
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Understand Your Visitors
It’s not about you.
• Who they are
• Their Triggers
• Where they are
• Relational or Transactional
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Hire Great Copywriters and Test ThemStrong Uncovery ProcessTested PortfolioDesign / UX ExperienceNot afraid of AnalyticsResults-oriented
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Nail the Lead
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www.MondayMorningMemo.com
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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
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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
www.conversionsciences.com