How To Turn Brain Science Into Bucks by Heather Lloyd Martin

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

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


@heatherlloyd

SEOCopywriting.com

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

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

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

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

VERTICAL-SPECIFIC LANDING PAGES + TESTIMONIALS

@heatherlloyd

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.

YOUR CUSTOMERS WANT TO TELL THEIR STORIES

@heatherlloyd

TIP #3: CONSIDER “USELESS” PRICE POINTS

@heatherlloyd

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

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

CAN YOU SPOT THE THREES?

TIP #5: LET MASLOW GUIDE YOU

Physiological Needs

Safety Needs

Social Needs

Esteem Needs

Self Actualization

@heatherlloyd

TIP #6: LET’S GET TEXTURAL

- “Use vivid, sensory,

emotional adjectives to

engage the brain” - Roger

Dooley

@heatherlloyd

CAN YOU VISUALIZE THESE TERMS?

- Silky

- Smooth

- Rough

- Bright

- Jagged

- Slimy

http://www.neurosciencemarketing.com/blog/articles/metaphor-marketing.htm

@heatherlloyd

http://www.neurosciencemarketing.com/blog/articles/metaphor-marketing.htm

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

READ. LEARN. WRITE.

Buyology, Martin Lindstrom

Predictably Irrational, Dan Ariely

Brainfluence, Roger Dooley

Influence, The Power of Persuasion, Robert Ciadini

@heatherlloyd

THANK YOU! HERE’S HOW TO REACH ME


CEO, SuccessWorks

SEOCopywriting.com

[email protected]

Twitter: @heatherlloyd

@heatherlloyd

mailto:[email protected]

How To Turn Brain Science Into Bucks by Heather Lloyd Martin

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Transcript of How To Turn Brain Science Into Bucks by Heather Lloyd Martin