Why do we have to work so hard to get our persuasive messages heard? Why is it conversion so difficult? Why don't people read?
This presentation introduces you to two "bouncers" in the human brain that keep marketing messages from penetrating and tells you what to do about them.
2. www.conversionsciences.co
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
3. www.conversionsciences.co
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
4. www.conversionsciences.co
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
5. www.conversionsciences.co
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…
22. www.conversionsciences.co
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
53. www.conversionsciences.co
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
Customer
Email
Display Ad PPC Ad Organic Search Broadcast
Source: Great Leads by Michael Masterson and John Forde
61. www.conversionsciences.co
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63. www.conversionsciences.co
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%
72. Getting Past the
Bouncer in Your Brain
Brian Massey, Conversion Sciences
www.conversionsciences.co
Editor's Notes
Started in 2009432% growth in three yearsOpened a store in the Mission District220,000 backlinks to “Bike to Work” pants product page.Email newsletter with 40-45% open rates25 Customer photos per day!http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=allOther products:Pinstriped HoodieDress Pants SweatpantsBike to Work Pants
Started in 2009432% growth in three yearsOpened a store in the Mission District220,000 backlinks to “Bike to Work” pants product page.Email newsletter with 40-45% open rates25 Customer photos per day!http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=allOther products:Pinstriped HoodieDress Pants SweatpantsBike to Work Pants
Started in 2009432% growth in three yearsOpened a store in the Mission District220,000 backlinks to “Bike to Work” pants product page.Email newsletter with 40-45% open rates25 Customer photos per day!http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=allOther products:Pinstriped HoodieDress Pants SweatpantsBike to Work Pants
Absurditäten
Absurditäten
Umwandlung WissenschaftlerWissenschaftlerVonVerstecktenWebsiteGeld = Scientist of Hidden Website MoneyTrio Da Da Da http://www.youtube.com/watch?v=fkP7HrvNgooSchlaf in himmlischer Ruh! wie treu sind deine Blätter!Ich kann sagen, du liebst mich nicht, ich liebe dich nicht.Das Geht Ab! http://lyricstranslate.com/en/das-geht-ab-thats-awesome.html
Using words, typography, punctuation and images to communicate your messages in ways that will engage your visitors
Using words, typography, punctuation and images to communicate your messages in ways that will engage your visitors
Heben Sie Ihre linke Hand. Biegen Sie am Ellenbogen. Legen Sie Ihren Finger direkt hinter Ihrem Ohr.Hold up your left hand. Place your finger just behind your left ear. You are now point to Wernicke’s area, located in the posterior section of the superior temporal gyrus,a place in the brain where certain sounds called nouns are attached to the mental images they represent. Now move your finger to just in front of your ear. You are now pointing to Broca’s area, located in the “Triangular portion of the inferior frontal gyrus”. This is where verbs become actions on the projection screen of the what neuroscientists call the “visuospatial sketchpad (visuospatial Skizzenblock).” These two areas are linked by a high-speed network of nerves called the “arcuate fasciculus.”Just behind your left ear is Wernicke’s area of the brain. This is where certain sounds called “nouns” are attached to the mental images they represent. Slightly forward of that ear is Broca’s area, where verbs become actions on the projection screen of imagination, the mind’s eye, called the“visuospatial sketchpad” by cognitive neuroscientists. The movie projector we call consciousness, they call “working memory.” The high-bandwidth neural pipeline that connects the two is called the “arcuate fasciculus.” http://www.mondaymorningmemo.com/newsletters/read/1878Image: http://thebrain.mcgill.ca/flash/i/i_10/i_10_cr/i_10_cr_lan/i_10_cr_lan.html
These areas are not just interpreters turning shapes into sounds, they are integrated with the temporal pole of the paralimbic system and the posterior terminal portion of the superior temporal sulcus, which provide access to Long-term memory, the emotional system, and meaning. Language is not decoded, it is adorned with memory, emotion and meaning.According to Marsel Mesulam’s model, these unimodal areas then send their information on to two separate sites for integration. One of these is the temporal pole of the paralimbic system, which provides access to the long-term memory system and the emotional system. The other is the posterior terminal portion of the superior temporal sulcus, which provides access to meaning. Now neurologist Friedemann Pulvermuller of the Medical Research Council in Cambridge has shocked the scientific community by announcing that Wernicke's area and Broca's area gather sensory data from other brain areas and then compile it into complex mental images. According to the article, "These results challenge the theory that isolated, language-specific brain structures discern word meanings. Instead, they propose word understanding hinges on activation of interconnected brain areas that pull together knowledge about that particular word and its associated actions and sensations.“http://www.mondaymorningmemo.com/newsletters/read/1574
Relationship to Premotor Cortex and the Primary Motor Cortexhttp://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2This language loop is found in the left hemisphere in about 90% of right-handed persons and 70% of left-handed persons, language being one of the functions that is performed asymmetrically in the brain. Surprisingly, this loop is also found at the same location in deaf persons who use sign language. This loop would therefore not appear to be specific to heard or spoken language…http://thebrain.mcgill.ca/flash/d/d_10/d_10_cr/d_10_cr_lan/d_10_cr_lan.html#2
To associate your copy with the memories and emotions of the reader, you must provide something to connect your words with their emotion and memories: We call this relevance.
http://whichtestwon.com/talbott-recovery-copy-testEine Geschichte in sieben Wörter.
Broca stands between what is read and the action centers of the brain: The Premotor Cortex and Motor CortexBurkhard MaessLocalizing the distributed language network responsible for the N400 measured by MEG during auditory sentence processingSpeech is a Left-brain activityChapter 30 of Secret Formulas of the Wizard of Ads, 1999) asserted that Broca's area of the brain anticipates the predictable.
Burkhard MaessLocalizing the distributed language network responsible for the N400 measured by MEG during auditory sentence processingSpeech is a Left-brain activityChapter 30 of Secret Formulas of the Wizard of Ads, 1999) asserted that Broca's area of the brain anticipates the predictable.
The 'Mehrabian formula' (7%/38%/55%) was established in situations where there was incongruence between words and expression.That is, where the words did not match the facial expression: specifically in Mehrabian's research people tended to believe the expression they saw, not the words spoken.http://www.businessballs.com/mehrabiancommunications.htmAlbert Mehrabian
The 'Mehrabian formula' (7%/38%/55%) was established in situations where there was incongruence between words and expression.That is, where the words did not match the facial expression: specifically in Mehrabian's research people tended to believe the expression they saw, not the words spoken.http://www.businessballs.com/mehrabiancommunications.htmAlbert Mehrabian, Silent Messageshttp://www.nataliedee.com/