This document summarizes a webinar series on writing conversion copy from Brian Massey, a conversion scientist. It highlights Massey's expertise and background in marketing, advertising, and conversion optimization. It also provides information on an upcoming webinar from Massey on getting past psychological barriers in website visitors' minds to influence them to take the desired action.

1. Writing Killer Conversion Copy:
Getting Past the Bouncers in
Your Visitors’ Brains
Free Webinar Series
Brian Massey
Conversion Scientist
@bmassey
@sitetuners, #CRO, #personalization
Featuring:

2. Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy
Our mission is to influence your visitors to take the
desired action on your website or landing page
ACT

3. Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy
M O R E T H A N
s i n c e 2 0 0 2
1250
CLIENTS

4. Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy
Conversion
Rate
Optimization
Services
Staff training &
mentoring
Call us in on a single project or turn to us for
ongoing monthly conversion support
Conversion analysis and
CRO-focused redesign
(single page or full site)
A/B and multivariate
test plan development

5. Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy
Today’s Expert: Brian Massey
• Conversion Scientist @ Conversion Sciences – and has
the lab coat to prove it!
• Author of Your Customer Creation Equation
• 20+ years ad computer programmer, entrepreneur,
corporate marketer, national speaker and writer
• Master doodler
• Top rated speaker at Conversion Conference and other
national events including PubCon, OMMA, Innotech and
more

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» Brian Massey @bmassey
» Conversion Scientist
» Conversion Sciences
Writing Persuasive
Copy
Getting Past the Bouncers in our Brains

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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, CEO
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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Conversion Scientist
Founder of Conversion Sciences
International Speaker
Author: Your Customer
Creation Equation
Lab Wear Fashion Model

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The Real Scientific Method

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Typography
(Motion optional)

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Meet the Bastards

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Source: Wizard Academy www.wizardacademy.com
Carl
Wernicke
Pierre Paul
Broca

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Seeing Words Passively
Primary Visual Cortex
Generating (and Reading) Words
Broca’s Area Wernicke’s Area
http://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2

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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

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Free Marketing Research
Lousy Marketing Ideas.
Don't Come to our Site.
www.*****.com
Bulldog Info & Resources
Vaguely useful pet site
Affiliate links and pictures
www.*****.com
Free Marketing Research
We hold all the secrets to internet
marketing. Buy Now!
www.*****.com
Bulldog Info & Resources
Site about family dog
Pictures and links here
www.*****.com
Source: MarketingExperiments PPC Ad Copy Tested 6/2005

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26%
Conversion
Rate

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There is no body
language on the
Web…

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http://www.nataliedee.com/

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Would You Lease a Car from Ling?

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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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More leads

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Methodical
Competitive
Humanist
Spontaneous
LogicalEmotional
Q u i c k D e c i s i o n s D e l i b e r a t e D e c i s i o n s
Brian and Jeffrey Eisenberg,
Waiting for Your Cat to Bark?

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We want to shake your hand, so you can start sending us checks.

37. @bmasseyhttp://www.sxc.hu/profile/guitargoa
We don’t know what we’re measuring, but it looks pretty damn good.

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If you work with us you might get laid.

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This person doesn’t work here, but we’ll
already have you on the phone before you realize it.

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We aren’t racist. Or sexists.
And we aren’t sure why we had to point that out.

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This took about 20
minutes using
PowerPoint.

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These were done
using Box Shot 3D.

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Our heat-reflecting paint kicks ass.

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Different Product
Different Girl
No mention of
Wonderland
Collection
Colors Match

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53. @bmasseyHigher revenues

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Wizard Academy
www.wizardacademy.org

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20% Off Window Treatments
We Bring the Showroom to You.
Free Local Design & Measure!
www.decorview.com
$100 off Power Shades
Sale on Automated Fashions.
Free Local Design & Measure!
www.decorview.com
Top Performing Ads

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Control
Treatment A
Treatment B

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Design and UX Knowledge

67. @bmasseywww.garrisonphoto.org/sxc

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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%

70. @bmassey
Bouncers? What bouncer

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The Conversion Scientist Blog
conversci.com/upside
Contact:
brian@conversionsciences.com
888.961.6604
Conversion Upside Calculator
conversci.com/upside

72. Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy
Get a Free 15 Minute Conversion Review
• Interactive review of your key conversion paths
• Conducted by SiteTuners conversion staff
• Identify key segments and opportunities for customization
• Video transcript recorded via GoToMeeting
• Offer good only for companies generating at least $1 million
annually in online revenue. New customers only please.
To take advantage of this FREE offer
you must schedule by February 6
Bit.ly/CROreview

73. Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy
Next Month: GA Tricks for Huge CRO Advantage
Come see some of the lesser-used conversion enhancing tools
inside Google Analytics. You’ll learn:
• How to find segments that are ripe for optimization and
conversion lift Identify key segments and opportunities for
customization
• How you can fine tune your remarketing by creating segments
of visitors who are on the brink of conversion
• How specific pages and/or products on your site interact to
bolster purchase value
Register online:
www.SiteTuners.com
Wednesday, Feb 25, 10 am PT/1 pm ET
Presented by Dave Booth
Founding Partner and Principal Consultant @ Cardinal Path

74. SAVE $400
May 13-14, 2015, Rio All-Suites Hotel & Casino
Register online: www.ConversionConference.com
Plus 40+ more!!
Amy Africa
Lance Loveday
Nathalie Nahai