Interview with the Conversion Scientist, Brian Massey

Brian Massey is the Conversion Scientist at Conversion Sciences and he has the lab coat to prove it. His rare combination of interests, experience and neuroses was developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, national speaker and writer.
Conversion Sciences was founded to fill the Web with helpful, engaging and entertaining online Web sites that convert visitors into leads and sales. Brian has helped dozens of businesses transform their sites through a steady diet of visitor profiling, [...]

How good pick-up lines can help you write better B2B Web copy

When you were single, did you use the same pick-up line every time?
If you were talking to the smart guy (or girl,) you probably led with a brainy comment. If a hockey fan caught your eye, you’d chat about the Stanley Cup and the Bruins. If you thought an outdoorsy-looking person looked hot, you may mention your love for everything REI.
The key is, you’d change what you’d talk about depending on your, um, target audience. I bet it even came [...]

SEO copywriting vs. social media writing: What’s the difference?

It’s not often that something leaves me speechless.
I was chatting with someone who said, “SEO copywriting is so 10 years ago. Now it’s all about social media writing.”
Uh, what?
That’s when I realized that some people believe that SEO copywriting and social media writing are two different skill sets.
Back in the day (around 2001,) “SEO copywriting” was more commonly referred to as “writing for search engines.” It encompassed any keyword-based online writing, including directory listings (I remember when getting a Yahoo [...]

3 ways SEO can ruin content

Last December, Lee Odden from Online Marketing Blog wrote a post called,“Content Strategy and the Dirty Lie About SEO.” At the end of the post, he posed the question – the question that’s been debated ever since “writing for search engines” has existed:
Do you think SEO ruins content?
I had to think about that, as my first reaction is not just “No” but “Hell no – SEO doesn’t ruin the content.”‘
But the more that I thought about it, the more I [...]

Blending sales copy with optimization: Ka-Ching!

Greetings!  Today we’re picking up where we left off last Monday, and transforming our notes for our online content into well-structured web pages that will grab our readers’ attention and convert them with powerful direct response strategies!
First, you need to be clear about what you want folks to do once they land on your web page:  what steps do you want them to take?  Buy your product?  Subscribe to your service?  While it may seem a painfully obvious point, it’s [...]

Is your sales copy hurting your conversions?

The last week has been a most interesting experience.
My 30-day goal is to buy a new car. This is a big deal to me because (1) I keep my cars forever (like, 20 years,) and (2) I find car salespeople a tad on the challenging side. Imagine my thrill when I realized that I can go through my insurance company, pre-negotiate a deal and be linked to three dealers (thank you, USAA.)
That’s the good news. The bad news is that [...]

Does your content piss people off?

A few days ago, my husband and I were watching an ad for Teleflora. It was your typical Valentine’s Day ad – a woman received flowers at work – but they were brown and wilted. She was obviously disappointed. The lesson: If you don’t purchase your flowers from Teleflora, the love of your life may question how much you really care.
The ad made my husband angry. First, he said, why are all Valentine’s Day ads targeted towards men? Why aren’t [...]