Post on 20-Aug-2015
@bmassey
Writing Killer Conversion Copy
Emails, Landing Pages, PPC Ads and More
Brian Massey, Conversion Sciences
@bmassey
Betabrand
Betabrand
Introducing the Pinot Shirt, the latest addition to Betabrand’s Harvester Collection. We took 100% organic cotton poplin and dyed it the rich color of Napa’s finest Pinot noir grapes. The result: a comfy, casual button-down shirt, ideal for wine enthusiasts on weekend vineyard adventures.
Imagine a garment that can fuzz out a weary traveler’s privates just enough to let him or her retain meager shreds of dignity — without interfering with airport security!
GroupOn
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… 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.
Today’s Presentation
Conversion ScientistFounder of Conversion SciencesConsultantNational SpeakerAuthor Your Customer Creation EquationLab Wear Fashion Model
Close the emailTurn off the phone
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 work so hard just to describe a product or an offer?
Broca’s Area and Wernicke’s Area
Source: Wizard Academy www.wizardacademy.com
WernickeBroca
http://thebrain.mcgill.ca
Broca’s Area and Wernicke’s AreaAren’t Just Decoders of Words
http://thebrain.mcgill.ca
Reading, Listening and Speakingall use the same Wetware
Seeing Words Passively
Primary Visual Cortex
Generating (and Reading) Words
Broca’s Area Wernicke’s Area
http://thebrain.mcgill.ca
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
@bmassey
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
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/
More Trial submissions
38%
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Winner!
RELEVANCE… TO YOUR READER(IT’S NOT ABOUT YOU)
Who They Are
Triggers
Where They Are
@bmasseyHigher revenues 27.9%
Transactional or Relational
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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
@bmassey
Analytics Animals
@bmassey
ResultsOriented Approach
www.garrisonphoto.org/sxc
FiredPens
It All Starts With the Lead(But where does the lead start?)
The Lead
HeadlineSub Headline
Interesting first paragraph that gets the
reader to move to the second paragraph
Second Paragraph that gets
the reader to move on.
Headlinehttp://subheading.comFirst paragraph that gets the reader to click through
HeadlineSub Headline
Interesting first paragraph that gets the reader to move to the second paragraph
Second Paragraph that gets the reader to move on.
PPC Ad Leads
Email Leads
Sub HeadingInteresting first paragraph that gets the reader to move to the second paragraph
Second Paragraph that gets the reader to move on.
Email Leads
What Kind of Lead Should We Write?
Most Aware Product Aware Solution Aware Problem 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
SubscriberEmail
Display Ad PPC Ad Organic Search Broadcast
Source: Great Leads by Michael Masterson and John Forde
@bmassey
Most Aware Product Aware Solution Aware Problem Aware Unaware
@bmassey
Most Aware Product Aware Solution Aware Problem Aware Unaware
@bmassey
Most Aware Product Aware Solution Aware Problem Aware Unaware
@bmassey
Most Aware Product Aware Solution Aware Problem Aware Unaware
@bmassey
None of This is New
A Word AboutMessage and Culture
Move The Needle
Move The Needle
Write a list of your most valuable visitors:• The most profitable• The easiest to close• The most common
We are talking three or four here.
Pick your triggers.
Move The Needle
Then write down the thing that happened in their life just before they came to your site that triggered their visit.
In this list you will find relevance and opportunities to be surprising
Pick your triggers.
Move The Needle
Who? Corporate Marketer in mid-sized company.
Trigger? Just got promoted and feels behind in online marketing best practice.
Relevance? How you can keep up in the fastest-changing career on the planet.
Trigger for a presentation on conversion
Key Takeaways
Understand How We Process Speech
Understand Your Visitors
It’s not about you.
Hire Great Copywriters and Test Them
Strong Uncovery Process
Tested Portfolio
Design / UX Experience
Not afraid of Analytics
Results-oriented
Nail the Lead
Drill Down
• Copywriters Round Table Bloghttp://copywritersroundtable.com/
• CopyBlogger Bloghttp://www.copyblogger.com/
• Nick Usborne’s Excess Voice Newsletterhttp://www.nickusborne.com/excess_voice.htm
• Fog Index:http://www.usingenglish.com/glossary/fog-index.html
• FutureNow, Inc WeWe Testhttp://www.futurenowinc.com/wewe.htm
• Jeff Sexton: 85+ Copywriting Resourceshttp://conversci.com/85ForCopy
• Great Leads by Michael Masterson and John Fordehttp://www.goodreads.com/book/show/13606090-great-leads
@bmassey
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
www.onlinemarketinginstitute.org
Thank You
@bmassey
Do Not Read This Slide
The Conversion Scientist Blogwww.ConversionScientist.com
Twitter: @bmassey
LinkedIn: LinkedIn.com/in/BMassey
Facebook Fan Page: Facebook.com/ConversionScientist
Contact:brian@conversionscientist.com512.961.6604