Speaking

Speak­ing at Con­ver­sion Con­fer­ence West

Most every expert feels that they’re a great speaker.  At least that’s been the case with the ones I’ve met. They believe this because THEY feel that their field is end­lessly fas­ci­nat­ing and their con­tent speaks for itself.

The truth is find­ing some­thing fas­ci­nat­ing and mak­ing it rel­e­vant and fas­ci­nat­ing for oth­ers are entirely dif­fer­ent things.  For­tu­nately for me, the art of copy­writ­ing cen­ters on the abil­ity to make top­ics rel­e­vant and com­pelling to others.

That’s one of the rea­sons I have devel­oped a rep­u­ta­tion for tak­ing “rou­tine” top­ics and going way beyond what even jaded audi­ences had ever seen or heard of — to the point that I was able to turn one of my pub­lic pre­sen­ta­tions into a Head­line Webi­nar that has become a raved-about sta­ple of Copyblogger’s Premise Land­ing Page Sys­tem.

“I watched the Mag­netic Head­lines video before I even installed Premise, and it may end up being worth the price of the whole thing for me.” ~Susanna Perkins

But the ad con­sul­tant in me couldn’t leave it at that.

Ads have to delight the audi­ence while also get­ting the mes­sage to stick, and I couldn’t count myself true to my pro­fes­sion unless my pre­sen­ta­tions did the same.  So over the last four years or so, I’ve chan­nelled all the psy­cho­log­i­cal and per­sua­sive insights I’ve learned to apply to copy into my presentations.

And while nobody would have me con­fused with a “moti­va­tional speaker,” I AM the guy to call when you want Insight deliv­ered in a way that’ll allow peo­ple to own it and apply it after the pre­sen­ta­tion – when the take-away “aha“s are as impor­tant as the in-speech ha-has.

Top­ics Covered

Although I’m more than happy to deliver pre­sen­ta­tions on any typ­i­cal or basic copy­writ­ing sub­ject, or to develop cus­tom pre­sen­ta­tions that deal with your organization’s chief per­sua­sive obsta­cles and aggra­va­tions, my basic reper­toire includes:

1) Sys­tem­atic Meth­ods for Per­suad­ing Irra­tional Buy­ers: How Hon­est Busi­nesses Can Win Against Low Priced Competitors

The real trick is con­vinc­ing the cus­tomer that your prod­uct or your ser­vice is sim­ply worth the price pre­mium when com­pared to what your com­peti­tors are selling.

The prob­lem is the cus­tomer doesn’t know what you know about your busi­ness.  They don’t know all the ways the com­pe­ti­tion is cut­ting cor­ners or reduc­ing ser­vice after the sale, or cheap­en­ing out their offer­ings.  Or why the extra bit you put into your prod­uct or ser­vice is worth it in the long run.

Most peo­ple will tell you the solu­tion is to “Edu­cate the Cus­tomer.”  But most peo­ple aren’t all that eager to be “edu­cated” and edu­ca­tion in gen­eral is an expen­sive and slow process.  Just ask any­one putting their kid through college.

The smarter solu­tion is to learn to think like the cus­tomer and to engage proven tech­niques for acti­vat­ing the customer’s qual­ity cues and emo­tional buy­ing triggers.

These tech­niques don’t oper­ate on the ratio­nal buyer model.  They work with our irra­tional modes of think­ing and valu­ing objects and ser­vices.  But they do work, and tak­ing advan­tage of them in your adver­tis­ing is how you become the pre­ferred provider.  How you attract cus­tomers happy to pay you a pre­mium for the priv­i­lege of doing busi­ness with you.

2) Inte­grat­ing Web, Mass Media, and Offline Mes­sag­ing & Persuasion

When an inter­ested prospect hears of sees your ad, she’ll usu­ally pull-up your Web­site to learn more. And for most busi­nesses, that’s when the first dis­con­nect hap­pens. What­ever spe­cial, project, or detail cov­ered on the ads is either not on your site, or hard to find on your site, or one too many clicks away from the home page. Or worse, the claimed prod­uct advan­tage or UVP fea­tured in your ads isn’t car­ried over and sub­stan­ti­ated on your site.

Well, that dis­con­nect usu­ally rep­re­sents a lost sale.

Of course, the more moti­vated cus­tomer might call push past the first dis­con­nect and call your store any­way, just to talk to some­one. And that’s were the sec­ond dis­con­nect takes place.  Unless your staff has been trained to han­dle incom­ing calls with scripted lan­guage that works — lan­guage that meshes with the ads and the Web­site, there’s prob­a­bly a siz­able gap between cus­tomer expec­ta­tions for the call and the real­ity they expe­ri­ence over the phone.

So how can you tell if this is hap­pen­ing to you?  A few key questions:

  • You’re get­ting a lot of direct traf­fic to your site and a lot of traf­fic from searches on your brand name, but you’re also expe­ri­enc­ing a high bounce rate or a page-per-visit of less than 3  AND your not get­ting the calls or leads you expect from your advertising
  • Or the ads are pulling and you’re get­ting the calls, but your told the traf­fic isn’t qual­i­fied. Could be, but I doubt it. Much more likely is that traf­fic IS qual­i­fied and the staff han­dling the phones isn’t con­vert­ing calls to customers.

The point is, when your cus­tomers move from your ad to your Web­site to dial­ing up your phone to walk­ing in your store, they don’t think that they are inter­act­ing with three dif­fer­ent com­pa­nies or even three dif­fer­ent divi­sions. They’re expect­ing total align­ment.  And most busi­nesses are blind to just how much prof­itable busi­ness slips through the cracks when they fail to pro­vide that alignment.

With the infor­ma­tion cov­ered in this pre­sen­ta­tion, you’ll walk away with 15 action­able strate­gies to plug the leaks in your sales fun­nel and get full value for your adver­tis­ing dollar.

3) Using Non-Traditional Sto­ry­telling and Short-Form Drama to Cre­ate Adver­tis­ing Magic

You’re likely hear­ing and read­ing a lot about sto­ry­telling right now — and for good rea­son. All of the great copy­writ­ers of times present and past have known about the per­sua­sive power of sto­ries. It’s just that now neu­ro­science and psy­chol­ogy are catch­ing on and sci­en­tif­i­cally prov­ing the power of “nar­ra­tive think­ing” and story-based persuasion.

And that’s all well and good if you have a cou­ple of pages worth of sales let­ter or 5–10 min­utes worth of speak­ing time to spin your tale. But how do you con­dense sto­ry­telling down to one mag­a­zine ad or 30-second radio spot? How do you put it to work in adver­tis­ing. How do you select images with “story appeal”? And how can you get sto­ry­telling to work for dig­i­tal advertisements?

This pre­sen­ta­tion cov­ers all the basics, the cru­cial “Must-Haves,” and the even more impor­tant “Don’ts” of using short-form drama and sto­ry­telling in both mass media and direct response ads.

4) The Ring of Truth: How to Make Your Mes­sag­ing Believ­able and Word of Mouth Repeatable

The wise com­mu­ni­ca­tor says, “it’s not what you say, it’s what they hear that mat­ters.”  But the savvy adver­tis­ing pro­fes­sional knows that “it’s not what they hear, but what they believe and act on that really counts.”

So let me ask you four questions:

  1. what makes an ad believable?
  2. What makes it easy to remember?
  3. How can you ensure it’s recalled at the RIGHT moment to make the sale?
  4. Finally, what deter­mines the dif­fer­ence between an “I don’t really believe it but I did it any­way” super­sti­tion like not step­ping on a crack, and a “I know its the bet­ter choice, but this other thin is what I really wanted” reac­tion.  What’s the dif­fer­ence between believ­ing and not doing vs. not believ­ing but doing it anyway?

Most peo­ple THINK they know the answer to the first two ques­tions, but’ll admit they’re stumped by the sec­ond two.  By the time you leave this pre­sen­ta­tion, you’ll know the answer to all of them — and have a pretty good idea of how to apply those answers to your advertising.

Book­ing Me for Your Event

If you’re inter­ested in hav­ing me speak at your event on one of these top­ics, or in hav­ing me develop a cus­tom pre­sen­ta­tion spe­cific to your mar­ket, indus­try or com­pany, con­tact my speak­ing man­ager, Ray Seg­gern at WizardofAds.us

Train­ing

In a for­mer life I was a high school Eng­lish Teacher.  As a copy­writer and Web Opti­miza­tion Pro­fes­sional, I have con­ducted copy­writ­ing train­ing for For­tune 100 com­pa­nies, been the chief copy­writ­ing instruc­tor for Future Now, Inc, and served as adjunct fac­ulty at Wiz­ard Academy.

I love teach­ing, and have been brought in to teach cor­po­rate or in-house copy­writ­ers scores of times, either in-person or through Webi­nars, tele-conferences and e-mail cor­re­spon­dence.  Typ­i­cal areas of train­ing focus are:

  1. Devel­op­ing a brand “voice” and “style guide” to pro­vide a uni­fied copy­writ­ing style across mul­ti­ple copywriters.
  2. Mov­ing cor­po­rate copy from inner-focused, “we-we” mes­sag­ing to customer-centric, “you-you” copy
  3. Improv­ing prod­uct copy
  4. Under­stand­ing Per­sua­sive Momen­tum as applied to lead-generation Websites.
  5. Devel­op­ing the mes­sag­ing to make auto­mated lead-generation and lead nur­tur­ing tech­nol­ogy deliver on its promises
  6. Writ­ing Effec­tive Radio Ads (Even When You’ve Got Almost Noth­ing to Work With)

If you’re inter­ested in hav­ing me teach or con­duct train­ing for your orga­ni­za­tion, con­tact me directly.