The document provides tips for writing copy that will influence and convert website visitors into buyers. It discusses how the brain responds positively to implied messages over direct statements, expertise, surprising details, personalized experiences, and curiosity. Various examples are given to illustrate these points, such as emphasizing benefits over features, using visual language to invoke images, and appealing to people's desire to feel they've discovered something rare. The overall message is that copywriting should understand human psychology and behaviors in order to motivate visitors and build trust.

1. The Brain and the
Add to Cart Button

2. Backstory
We didn’t plan to be copywriters.
After 11 years of relentless A/B testing we’ve developed a
copywriting process to influence and convert new buyers on
your site.

5. Does copy work?
Have a look at this crazy test:

6. Does copy work?

7. Does copy work?

8. The checklist:
● Are skeptical of “too good to be true”.
● Find expertise sexy.
● Influenced by “implied” messages.
● Root for people who beat the odds.
● Fascinated by surprising details.
● Are visual animals.

9. The checklist:
● Need motivation to break habits.
● Love personalized experiences.
● Like knowing they’ve stumbled onto something rare.
● Must resolve negative thoughts.
● Buy from people they like.
● Are curious

10. Are skeptical of “too good to be
true”:
Buyers like good news. But when the news is too good they
start getting suspicious:

11. Are skeptical of “too good to be
true”:
I can improve
your conversion
rates 8%.
Expert 1
I can improve
your conversion
rates 80%.
Expert 2

12. Find expertise sexy:

13. Influenced by “implied”
messages:
If you can get the reader to fill in the blank, you’ll win.
Implied: There are over 122 energy drinks on the market.
We’ve tried them all.
Stated: There are over 122 energy drinks on the market. Ours
is the best.
Which do you think is more effective?

14. Root for people who beat
the odds:
We’re wired to root for the underdog. We want to see David
take down Goliath. Fortunately, that’s why new companies
are created.
So play on that. It has an amazing impact on conversions.

17. Fascinated by surprising
details:
It takes the average user 7 years to acknowledge that they
need a hearing aid. We like to live in denial.
Now let’s think about someone visiting Hear.com (not a
client).

21. Are visual animals:
Visuals are 10x more impactful than words. So use words to
evoke images.
Example: Card found in a hotel bathroom:

22. Are visual animals:

23. Need motivation to break
habits:
We think too much about our direct competitors. Your
competition includes:
-- Buyers who use the “pretend this isn’t a problem” strategy.
-- Workarounds.

24. “Pretend this isn’t a
problem” strategy:
Imagine you are a company that sells
long term food storage (this is freeze
dried food that has a shelf life of 25
years). People buy your product
because they are concerned about
being in an extended emergency
situation where they don’t have access
to food.

25. “Pretend this isn’t a
problem” strategy:
Here is a line that will give buyers the nudge to move forward:
It’s tempting to hope one never has to be in an emergency
situation.
And 9 times out of 10 that’s the case for most of us.

26. Workarounds:
Imagine you sell an adult hybrid exercise bike:

27. Workarounds:
It’s smart to assume many people looking into buying an
adult hybrid bike already use other methods to workout:
-- Run on a treadmill -- Run outside
So if you want to convince them to buy your adult hybrid bike
it’s a good idea to talk about how running places a lot of
pressure on joints.

28. Love personalized
experiences:
Example: If you have a technical product your product page is
likely long. Some visitors are looking for just the facts, others
are interested in the complicated details. Give them both a
voice. At the top of the description add a menu like this:

30. Like knowing they’ve stumbled
onto something rare:
Example 1:
Most people hunting for the perfect emergency medical kit
give up in frustration. They never make it to this page.

31. Like knowing they’ve stumbled
onto something rare:
Example 2:
Over 63 million households own a dog in the U.S. Only 1% of
those households buy raw pet food for their best friend.

32. Buy from people they like:
One Fast Cat is a cat
exercise wheel:

33. Buy from people they like:

34. Are curious:

37. The end
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