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Copy That Converts - Pubcon, Austin, 2013

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Roger Dooley
Roger Dooley

Brain-based ways to improve copy and make it engage the reader's mind. Metaphors, adjectives, more. Tips from Dooley's Brainfluence book, Neuromarketing blog, and more.

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Copy That Converts! Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
2004: NeuroscienceMarketing.com @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
The Downside… @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Honesty & Ethics Very High/High • Nurses – 85% • Engineers – 70% • Advertising – 11% • Sales – 8% @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
CEO Trust • CFOs – 90% • CIOs – 90% • CMOs – 20% @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Most Marketing Is Wasted. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson) @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Neuro-Nudges @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Copy Nudges @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
SEO Your 50,000,000,000 Amazingly Engagement Well-Written Content Social Pages Sharing Action! @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Copy @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Engaging Copy @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Lifeless Copy? Jump-start it with metaphor! @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Lifeless Copy? Jump-start it with metaphor! @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Crime wave = “beast” vs. “virus” Different actions @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Use metaphors to change minds! @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Tell Stories @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Use a story to engage the reader’s brain. Ch. 67 @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Testimonials @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Use story testimonials for maximum impact and memorability. Ch. 68 @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Magic Words @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
VS. @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
FREE Shipping! vs. 20¢ @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Use FREE offers instead of very cheap ones. Ch. 64 @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
What small change did this? • Fair Price – Up 7% • Caring – Up 11% • Fair Treatment – Up 20% • Quality – Up 30% • Competency – Up 33% @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
“You can trust us to do the job for you.” Ch. 38 @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Adjectives @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Adjectives = Evil? • Slow the reader? • Reduce impact of action words? @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Adjectives = Evil? More adjectives ↓ Less social sharing -Dan Zarrella @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Adjectives = Good! Sales +27% w/adjectives -Brian Wansink @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
• Traditional Cajun Red Beans w/Rice • Succulent Italian Seafood Filet • Tender Grilled Chicken • Homestyle Chicken Parmesan • Satin Chocolate • Grandma’s Zucchini Cookies @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
• Vivid • Sensory • Emotional/Nostalgic • Specific • Branded @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
rough Having a bad day? “Textural Metaphors” @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
“bad” “rough” @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
sharp polished bright heavy smooth slimy fuzzy @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Use vivid, sensory, emotional adjectives to engage the brain. Ch. 66 @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
“The most important word in the vocabulary of advertising is TEST.” -David Ogilvy @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Free Resources Neuromarketing Neurosciencemarketing.com/blog Brainy Marketing blogs.forbes.com/rogerdooley/ Inside Influence Report influenceatwork.com Dan Ariely Blog danariely.com Social Triggers Blog socialtriggers.com @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC
Copy That Converts! Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

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