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Bullet-Proof Copy From Traffic & Conversion Summit 2019

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This is my presentation on Bullet-Proof Copy from Traffic & Conversion Summit 2019. It provides my complete system for copywriting so that you can instantly and easily create uniquely effective marketing campaigns using proven "what to say when" magic messaging models.

This presentation begins with Think With Google insights about the state of the customer journey and how user intent and five different micro-moments drive customer purchase decisions. It then examines the new multi-touch path to purchase which frequently entails hundreds of searches, videos views, site visits and more before a purchase is made.

Knowing about these critical purchase decision micro-moments allows you to create messaging to meet the customer at each point in their journey.

The presentation then provides a system to create copy and messaging for just that purpose through a series of tools I created including the Script-Sheet, SPADES Multi-Touch Messaging Matrix, Messaging Wheel and more.

Publié dans : Marketing
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Bullet-Proof Copy From Traffic & Conversion Summit 2019

  1. 1. © 2019 Roland Frasier “Bullet-Proof Copy: Instantly & Easily Create Uniquely Effective Marketing Campaigns Using These Proven ‘What-To-Say-When’ Magic Messaging Models” #TCSWest2019
  2. 2. “It takes 21 to 24 different ‘touches’ with a prospect to create a buying decision” Think With Google © 2019 Roland Frasier #TCSWest2019
  3. 3. Problem Is, If You Even Do Multi-Touch, It Usually Looks Like This... © 2019 Roland Frasier #TCSWest2019
  4. 4. Typical Email Campaign Message 1 “Buy my stuff” Message 2 “You forgot to buy my stuff” Message 3 “Last chance to buy my stuff” Message 4 “Yet another chance to buy my stuff” Message 5 “WTF!? Buy my %*!$ stuff!” © 2019 Roland Frasier #TCSWest2019
  5. 5. 1. Target Messages To Micro-Moments 2. Use Script Sheets To Identify Relational Triggers 3. Create Meta-Messages To Spawn Dozens Of Unique Messages 4. Design High-Converting Message Sequences With The Multi-Touch Matrix 5. Persuade Powerfully With The Modality Wheel © 2019 Roland Frasier 5 Step Messaging Mastery System #TCSWest2019
  6. 6. Your Messaging Should Be Informed By Where Your Customer Is In Their Buying Journey © 2019 Roland Frasier 5 Key Micro-Moments To Own Which-What-Is-Best #TCSWest2019
  7. 7. © 2019 Roland Frasier Case Study: Car Purchase Decision Search Video Images Retailer Manufacturer
  8. 8. High Quality? Better Than The Others? Satisfies My Needs? Strong Brand Promise? Is There Ample Social Proof? Other Reasons To Buy? © 2019 Roland Frasier Which-Is-Best Messaging #TCSWest2019
  9. 9. © 2019 Roland Frasier Case Study: Which-Is-Best Moments
  10. 10. © 2019 Roland Frasier Which-Is-Best Moments #TCSWest2019
  11. 11. © 2019 Roland Frasier Which-Is-Best Moments #TCSWest2019
  12. 12. © 2019 Roland Frasier Which-Is-Best Moments #TCSWest2019
  13. 13. © 2019 Roland Frasier Which-Is-Best Moments #TCSWest2019
  14. 14. © 2019 Roland Frasier Which-Is-Best Moments #TCSWest2019
  15. 15. Google All Best, Reviews + Avoids Searches For Your Product or Service © 2019 Roland Frasier Action Step… #TCSWest2019
  16. 16. Add “Best-Messaging” To All Messaging Media In Early Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #TCSWest2019
  17. 17. © 2019 Roland Frasier Case Study: Right-For-Me Moments
  18. 18. © 2019 Roland Frasier Right-For-Me Moments #TCSWest2019
  19. 19. © 2019 Roland Frasier Right-For-Me Moments #TCSWest2019
  20. 20. © 2019 Roland Frasier Right-For-Me Moments #TCSWest2019
  21. 21. © 2019 Roland Frasier Right-For-Me Moments #TCSWest2019
  22. 22. © 2019 Roland Frasier Right-For-Me Moments #TCSWest2019
  23. 23. © 2019 Roland Frasier Right-For-Me Moments #TCSWest2019
  24. 24. © 2019 Roland Frasier Right-For-Me Moments #TCSWest2019
  25. 25. © 2019 Roland Frasier Right-For-Me Moments #TCSWest2019
  26. 26. Create For Me, Should I, Do I Need, Ideas, Shopping List + First Demo Messaging © 2019 Roland Frasier Action Step… #TCSWest2019
  27. 27. Add “Right-For-Me” To All Messaging Media In Early Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #TCSWest2019
  28. 28. © 2019 Roland Frasier Case Study: Can-I-Afford-It Moments
  29. 29. © 2019 Roland Frasier Can-I-Afford-It Moments #TCSWest2019
  30. 30. Create Price Comparison, Calculators, Build Configurators Messaging © 2019 Roland Frasier Action Step… #TCSWest2019
  31. 31. Add “Can-I-Afford-It” To All Messaging Media In Middle Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #TCSWest2019
  32. 32. © 2019 Roland Frasier Case Study: Where-Should-I-Buy Moments
  33. 33. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  34. 34. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  35. 35. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  36. 36. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  37. 37. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  38. 38. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  39. 39. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  40. 40. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  41. 41. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  42. 42. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  43. 43. © 2019 Roland Frasier Where-Should-I-Buy Moments #TCSWest2019
  44. 44. Create Near Me, Can I, Shop With, Open Now, Wait Times, Messaging © 2019 Roland Frasier Action Step… #TCSWest2019
  45. 45. Add “Where-Should-I-Buy” To All Messaging Media In Late Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #TCSWest2019
  46. 46. © 2019 Roland Frasier Case Study: Am-I-Getting-A-Deal Moments
  47. 47. © 2019 Roland Frasier Am-I-Getting-A-Deal Moments #TCSWest2019
  48. 48. © 2019 Roland Frasier Am-I-Getting-A-Deal Moments #TCSWest2019
  49. 49. © 2019 Roland Frasier Am-I-Getting-A-Deal Moments #TCSWest2019
  50. 50. © 2019 Roland Frasier Am-I-Getting-A-Deal Moments #TCSWest2019
  51. 51. Create Worth It, Does It Work, Looks Like, Similar To, Messaging © 2019 Roland Frasier Action Step… #TCSWest2019
  52. 52. Add “Am-I-Getting-A-Deal” To All Messaging Media In Late Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #TCSWest2019
  53. 53. “Micro-Moments Messaging Is The New Customer Journey” DigtalMarketer © 2019 Roland Frasier #TCSWest2019
  54. 54. “Adding Multi-Touch Follow-Up Campaigns Increase Sales 50%-400%” Digital Marketer Tests © 2019 Roland Frasier
  55. 55. Multi-Touch, Micro- Moments Messaging eliminates guessing what your customers want. © 2019 Roland Frasier #TCSWest2019
  56. 56. So You Will Never Again Create Really Bad Messaging Like This... © 2019 Roland Frasier #TCSWest2019
  57. 57. © 2019 Roland Frasier Or… #TCSWest2019
  58. 58. © 2019 Roland Frasier Or Even… Or… #TCSWest2019
  59. 59. And Super Cringey Ads Like This... © 2019 Roland Frasier #TCSWest2019
  60. 60. © 2019 Roland Frasier Or… #TCSWest2019
  61. 61. Or Run Split Tests Like This... Split Test 1 “Buy, my stuff” Split Test 2 “Buy my things” Split Test 3 “Purchase my stuff” Split Test 4 “Get my stuff” Split Test 5 “Acquire my stuff!” © 2019 Roland Frasier #TCSWest2019
  62. 62. We Analyzed… 4,137,277,519 Emails + Ad Impressions 144,804,717 Clicks $313,112,934 Sales, and 4,521 Split Tests To Learn What Works Best © 2019 Roland Frasier #TCSWest2019
  63. 63. Here’s What We Learned… Speak to a NEED Identify a TRIGGERING EVENT Describe +/- OUTCOMES Stir and Allay their FEARS Address RELATIONSHIPS Frame it in a Gain>Logic>Fear SEQUENCE © 2019 Roland Frasier #TCSWest2019
  64. 64. © 2019 Roland Frasier #TCSWest2019 Visually It Looks Like This… And We Call It The Idea Wheel
  65. 65. We put all of that into a messaging framework using ScriptSheets... © 2019 Roland Frasier #TCSWest2019
  66. 66. © 2019 Roland Frasier #TCSWest2019 S C R I P T S H E E T © 2019 Roland Frasier
  67. 67. Let’s say we are selling a Sleep-Aid. A ScriptSheet for that might look like this… © 2019 Roland Frasier #TCSWest2019
  68. 68. © 2019 Roland Frasier #TCSWest2019 S C R I P T S H E E T © 2019 Roland Frasier I nsomniac M ale, 45 M arried S leep, sex, intimacy, family, money S ide-effects, what others say, addictive Doc, wife, kids boss, friends, fam L ights, T V, comp. screen, big pharma Do nothing, fitful sleep health issues T ry a sleep-aid Get pres. M eds M editate U p all night A sleep at work M iss fam event Y ell at kids F ight with wife Doc visit S leep well M ore energy T hink clearly F eel rested Quality time Too tired S tressed-out H ealth issues S hort temper U p all night P rescriptions
  69. 69. A ScriptSheet For Selling Beach Properties Might Look Like This… © 2019 Roland Frasier #TCSWest2019
  70. 70. © 2019 Roland Frasier #TCSWest2019 S C R I P T S H E E T © 2019 Roland Frasier B each L over Couple, 45+ M arried S leep, sex, intimacy, family, status Too M uch $, crowded, old, seller’s market H usband/wife kids, friends, family Gain on S ale, interest rates, family, friends Do nothing, no views, miss beach lifestyle S ell home, B uy B each H ouse, On-Water/Off Want new home F ix purch error +/- F amily U pgrade E mpty N est Cash-in E quity B each lifestyle R etirement Ocean Views Community R ecreation S tatus N o Views F amily S uburban Drive H ouse Too B ig P urchase E rror
  71. 71. After You Brainstorm Inform Your ScriptSheet With Data © 2019 Roland Frasier #TCSWest2019
  72. 72. © 2019 Roland Frasier Buyer or Seller Avatar #TCSWest2019
  73. 73. © 2019 Roland Frasier Cross- Sell Avatar #TCSWest2019
  74. 74. Needs + Trigger Events © 2019 Roland Frasier
  75. 75. © 2019 Roland Frasier Ad set topics + timing: holidays/summer Ad set target > retirement age Ad set topic > retirement Ad set topic > deals Ad set > investment Ad set topic > rate changes +/- Ad set topic > investments #TCSWest2019
  76. 76. Move Away Or Toward © 2019 Roland Frasier #TCSWest2019
  77. 77. Move Away Or Toward © 2019 Roland Frasier #TCSWest2019
  78. 78. Move Away Or Toward © 2019 Roland Frasier #TCSWest2019
  79. 79. © 2019 Roland Frasier Friend Enemies Frenemies? #TCSWest2019
  80. 80. © 2019 Roland Frasier Friends + Enemies #TCSWest2019
  81. 81. © 2019 Roland Frasier Actions + Inactions #TCSWest2019
  82. 82. Now It’s Your Turn To Apply This To Your Business… © 2019 Roland Frasier #TCSWest2019
  83. 83. © 2019 Roland Frasier #TCSWest2019 S C R I P T S H E E T © 2019 Roland Frasier
  84. 84. Once You Complete Your ScriptSheet, You Can Create Thousands Of Different Compelling Messages. © 2019 Roland Frasier #TCSWest2019
  85. 85. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
  86. 86. For our Sleep-Aid product, a Meta-Message Sheet might look like this… © 2019 Roland Frasier #TCSWest2019
  87. 87. © 2019 Roland Frasier #TCSWest2019
  88. 88. Or this… © 2019 Roland Frasier #TCSWest2019
  89. 89. © 2019 Roland Frasier #TCSWest2019
  90. 90. You Can Use Meta- Messages That Each Generate Dozens Of Messaging Ideas © 2019 Roland Frasier #TCSWest2019
  91. 91. What Meta-Messages Could You Use In Your Business? © 2019 Roland Frasier #TCSWest2019
  92. 92. © 2019 Roland Frasier #TCSWest2019
  93. 93. Next, Sequence Your Messages To Maximize Conversions © 2019 Roland Frasier #TCSWest2019
  94. 94. GAIN > LOGIC > FEAR Sequences Work Best © 2019 Roland Frasier #TCSWest2019
  95. 95. The SPADES Multi-Touch Matrix Let’s You Touch Your Prospect With 1,728 Different G>L>F Sequences © 2019 Roland Frasier #TCSWest2019
  96. 96. © 2019 Roland Frasier #TCSWest2019#TCSWest2019© 2019 Roland Frasier
  97. 97. © 2019 Roland Frasier #TCSWest2019 Exclusive, rare, old whiskey from 1961 Insanely Expensive £6,500 Per Shot Only 65 bottles produced Never offered to the general public Balvenie Brand Lanesborough Hotel Master Sommelier David Charles Stuart, Living Legend His “Legacy” Creation Year of the Single Malt “Build-A-Flight” Master Somm Experience Large Cash Influx From Sale of Company End of Major Month- Long Trip Stranded alone in London #TCSWest2019© 2019 Roland Frasier
  98. 98. © 2019 Roland Frasier #TCSWest2019 Business Personality Quiz Are you Buffet, Branson, Blakely? Self-Scoring with results emailed instantly Results show proof of accuracy of assessment Tips given to take immediate action Results specific hero story based on Buffet, Branson or Blakely Relate story to prospect and their situation Tie offer to story and quize results to bring all G>L>F elements together #TCSWest2019© 2019 Roland Frasier
  99. 99. Let’s Create 3 GAIN > LOGIC > FEAR Sequences For Your Business Now © 2019 Roland Frasier #TCSWest2019
  100. 100. © 2019 Roland Frasier #TCSWest2019#TCSWest2019© 2019 Roland Frasier
  101. 101. Use The Message Wheel To Craft Scientifically Proven, Irresistible, High-Converting Messages © 2019 Roland Frasier #TCSWest2019
  102. 102. Maslow’s Needs Hierarchy © 2019 Roland Frasier Breathing Food Water Shelter Sleep Clothing Sex Safety Health Financial Friendship Intimacy Family Recognition Status Importance Respect Fame Attention Strength Competence Mastery Confidence Independence Freedom Self- Actualization #TCSWest2019
  103. 103. Impact Factors © 2019 Roland Frasier Time Age Affliction New Discovery Prospect Friends Family Enemies Relationship Environment Economy Government + Value - Value + Belief - Belief + Action - Action Hope Fear Avoid Pain Get Pleasure #TCSWest2019
  104. 104. Story Plots © 2019 Roland Frasier The Quest Voyage and Return Comedy Tragedy Rebirth Overcoming The Monster Rags To Riches #TCSWest2019
  105. 105. Persuasion Techniques © 2019 Roland Frasier Reciprocity Scarcity Authority Liking Consensus Consistency Unity #TCSWest2019
  106. 106. NLP Modalities © 2019 Roland Frasier Visual Auditory Kinesthetic #TCSWest2019
  107. 107. © 2019 Roland Frasier #TCSWest2019 Graphically It Looks Like This… The Message Wheel
  108. 108. © 2019 Roland Frasier #TCSWest2019 Graphically It Looks Like This… The Message Wheel
  109. 109. As You Write Your Message Remember the NEED Tie to an IMPACTING FORCE Refer to the WANTED or HATED OUTCOME Choose a PLOT TYPE (When Telling Stories) Select a PERSUASIVE TECHNIQUE Frame it in one or more MODALITIES © 2019 Roland Frasier #TCSWest2019
  110. 110. © 2019 Roland Frasier #TCSWest2019 M O D A L I T Y S H E E T
  111. 111. Using These Tools You Have 533,433,600 Different Messaging Options © 2019 Roland Frasier #TCSWest2019
  112. 112. Now Go Increase Your Sales By 50%-400% © 2019 Roland Frasier #TCSWest2019
  113. 113. © 2019 Roland Frasier THANK YOU! Message Me For Slides @ Facebook.com/RolandFrasierPage #TCSWest2019

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