Copy That Converts - Pubcon, Austin, 2013

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Brain-based ways to improve copy and make it engage the reader's mind. Metaphors, adjectives, more. Tips from Dooley's Brainfluence book, Neuromarketing blog, and more.

Empresariales

Copy That
Converts!

Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

2004: NeuroscienceMarketing.com

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

The Downside…

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Honesty & Ethics
Very High/High

• Nurses – 85%
• Engineers – 70%

• Advertising – 11%
• Sales – 8%

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

CEO Trust
• CFOs – 90%
• CIOs – 90%
• CMOs – 20%

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Most Marketing
Is Wasted.

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson)
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Neuro-Nudges

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Copy
Nudges

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

SEO

Your

50,000,000,000 Amazingly
Engagement
Well-Written
Content
Social Pages
Sharing
Action!
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Copy

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Engaging Copy

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Lifeless Copy?

Jump-start it with metaphor!
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Crime wave =
“beast” vs. “virus”

Different actions

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Use metaphors to
change minds!

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Tell Stories
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Use a story to engage
the reader’s brain.

Ch.
67
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Testimonials

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Use story testimonials
for maximum impact
and memorability.

Ch.
68
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Magic Words

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

VS.

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

FREE
Shipping!
vs. 20¢
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Use FREE offers
instead of very cheap
ones.

Ch.
64
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

What small change did this?

• Fair Price – Up 7%
• Caring – Up 11%
• Fair Treatment – Up 20%
• Quality – Up 30%
• Competency – Up 33%
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

“You can trust us to do
the job for you.”

Ch.
38
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Adjectives

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Adjectives = Evil?
• Slow the reader?

• Reduce impact of action
words?

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Adjectives = Evil?
More adjectives
↓
Less social sharing
-Dan Zarrella

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Adjectives = Good!

Sales +27%
w/adjectives
-Brian Wansink

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

• Traditional Cajun Red Beans w/Rice
• Succulent Italian Seafood Filet
• Tender Grilled Chicken
• Homestyle Chicken Parmesan
• Satin Chocolate
• Grandma’s Zucchini Cookies

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

• Vivid
• Sensory
• Emotional/Nostalgic
• Specific
• Branded

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

rough
Having a bad day?
“Textural Metaphors”

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

“bad” “rough”

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

sharp
polished bright
heavy
smooth
slimy fuzzy
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Use vivid, sensory,
emotional adjectives to
engage the brain.

Ch.
66
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

“The most important word in
the vocabulary of advertising
is TEST.”

-David Ogilvy

@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Free Resources
Neuromarketing
Neurosciencemarketing.com/blog

Brainy Marketing
blogs.forbes.com/rogerdooley/

Inside Influence Report
influenceatwork.com
Dan Ariely Blog
danariely.com
Social Triggers Blog
socialtriggers.com
@rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

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Copy That Converts - Pubcon, Austin, 2013

41. What small change did this? • Fair Price – Up 7% • Caring – Up 11% • Fair Treatment – Up 20% • Quality – Up 30% • Competency – Up 33% @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

47. • Traditional Cajun Red Beans w/Rice • Succulent Italian Seafood Filet • Tender Grilled Chicken • Homestyle Chicken Parmesan • Satin Chocolate • Grandma’s Zucchini Cookies @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

54. Free Resources Neuromarketing Neurosciencemarketing.com/blog Brainy Marketing blogs.forbes.com/rogerdooley/ Inside Influence Report influenceatwork.com Dan Ariely Blog danariely.com Social Triggers Blog socialtriggers.com @rogerdooley #pubcon #brainfluence Copyright 2013, Dooley Direct LLC

Copy That Converts - Pubcon, Austin, 2013

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