Conversion triggers

Conversion Triggers

Susan BrattonPersonal Life Media

http://conversiontriggers.com

What motivates and influences

people?

Success = Traffic + Conversions

Copy Semiotics Design Testing

Keywords Empathy Story Triggers

Structured Communications

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“We copy writers would like to

believe copy is paramount, yet it’s only about 20% of

the success equation...

it’s the offer that matters most.” – Craig Eubanks

The 4 Realms of Persuasive Marketing

Structured Communications

Story TellingCopyWritingNeuro-Marketing

Cheat Sheets & Book Excerpts

http://conversiontriggers.com

Neuro-Marketing

•Robert Cialdini - Persuasion & Influence

•Joe Sugarman - 29 Psychological Triggers

•Sally Hogshead - 7 Fascination Triggers

•Joseph Carrabis - Semantics & Semiotics

•J. Duncan Berry - Neuro-Semiotics

•Ross Jeffries - NLP Seduction

“Join in the conversation a

person is having with himself.”

– David Garfinkel

Copy Writing

•Dan Kennedy - Influential Writing

•John Carlton - Simple Writing System

•David Garfinkel - Fast Effective Copy

•Mark Joyner - The Irresistible Offer

•Dennison Hatch - Million Dollar Mailings

Story Telling

•Enchantment - Guy Kawasaki

•7-Figure Speaking Empire - Dave van Hoose

•Invisible Close - Lisa Sasevich

•Resonate - Nancy Duarte

“Persuasion is a sequence of

emotions that take a prospect from

interest to action.” – Alex C.

Structure

•Nancy Duarte - Sparkline

•Joseph Campbell - Hero’s Journey

•David Frey - 12-Steps To Foolproof Sales Letters

•Bob Stone - 7-Step Formula for Winning Letters

Keywords

Surveys

Media Consumption

Empathy Trumps All

Intimate Interviews

Forums

Book Reviews

Expert Interviews

Cluster Topics

Hero’s Journey

Long Narrative

Words That Work•Casual Elegance•Independent•Peace of Mind•Certified•All-American•Prosperity•Spirituality•Financial Security•Balanced Approach•A Culture of...•Imagine•Hassle-free•Lifestyle•Accountability•Innovation•Restore, Rekindle•Efficient, Efficiency•The Right To•Patient-Centered•Investment•Can Do Results•[Frank Luntz]

Selling Flow

Video Sales Letter

Sparkline

Webinar

Bob Stone’s 7-Steps

•Promise your most important benefit first

•Enlarge on your biggest benefit

•Explain what they are getting

•Proof and Endorsements

•What they might loose

•Rephrase prominent benefits in closing offer

• Incite action, fight inertia

Formula for Winning Sales Letters

25 Structured Email Auto-Responders

7 Landing Pages

ClickTale Heat Maps

GWO

46 Headline Tests

Fast Effective Copy Templates

One Little Word + 20%

[Want To]

[?]

Mastermind

Garfinkel Critique“Suz, I don’t see this as an offer. I see it as a slice of the customer’s future perceptions after the benefits of your course has kicked in...”

“Those sound like great therapist questions... but they don’t create any urgency to buy your product, as far as I can tell.”

“Uh... this doesn’t make me trust you, it makes me hate you. DON’T tell me it’s my responsibility... that REALLY doesn’t work in sales. It’s great for shaming me, however.I would restart this one from scratch.”

Structured Communications

Story TellingCopyWritingNeuro-Marketing

Thank you!

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