Conversion triggers

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Keynote Speech from the 2011 affili@syd conference given by Susan Bratton, CEO of Personal Life Media, and Chair Emeritus of Ad:Tech globally, and one of the world's leading authorities on conversion triggers in online marketing.

Text of Conversion triggers

  • 1.Conversion Triggers
    • Susan Bratton
  • Personal Life Media

http://conversion triggers.com 2. What motivates and influences people? 3. 4. 5. 6. 7. Success = Traffic + Conversions Copy Semiotics Design Testing Keywords Empathy Story Triggers Structured Communications 8. We copy writers would like to believe copy is paramount, yetits only about 20%of the success equation... 9. its theofferthat matters most. Craig Eubanks Craig Eubanks 10. The 4 Realms ofPersuasive Marketing Persuasive Marketing 11. Structured Communications Story Telling CopyWriting Neuro-Marketing 12. Cheat Sheets & Book Excerpts http://conversion triggers.com 13. 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

14. Join in the conversation a person ishaving with himself . David Garfinkel David Garfinkel 15. 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

16. Story Telling

  • Enchantment - Guy Kawasaki
  • 7-Figure Speaking Empire - Dave van Hoose
  • Invisible Close - Lisa Sasevich
  • Resonate - Nancy Duarte

17. Persuasion is asequenceof emotions that take a prospect from interest to action. Alex C. 18. Structure

  • Nancy Duarte - Sparkline
  • Joseph Campbell - Heros Journey
  • David Frey - 12-Steps To Foolproof Sales Letters
  • Bob Stone - 7-Step Formula for Winning Letters

19. 20. Keywords 21. Surveys 22. Media Consumption 23. Empathy Trumps All 24. Intimate Interviews 25. Forums 26. Book Reviews 27. Expert Interviews 28. Cluster Topics 29. Heros Journey 30. Long Narrative 31. 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]

32. Selling Flow 33. Video Sales Letter 34. Sparkline 35. Webinar 36. Bob Stones 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 37. 25 Structured Email Auto-Responders 38. 7 Landing Pages 39. ClickTale Heat Maps 40. GWO 41. 46 Headline Tests 42. Fast Effective Copy Templates 43. One Little Word + 20% [Want To] [?] 44. Mastermind 45. Garfinkel Critique Suz, Idont see this as an offer . I see it as a slice of the customers future perceptions after the benefits of your course has kicked in... Those sound like great therapist questions... but theydont create any urgency to buyyour product, as far as I can tell. Uh... this doesnt make me trust you,it makes me hate you . DONT tell me its my responsibility... that REALLY doesnt work in sales.Its great forshaming me , however. I would restart this one from scratch. 46. Structured Communications Story Telling CopyWriting Neuro-Marketing 47. Thank you! Claim Your Free Gifts http://Conversion Triggers.com Triggers.com Triggers.com Triggers.com Triggers.com