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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http://ConversionTriggers.com