“You don’t optimize landing pages. You optimize thought processes.”

– Flint McGlaughlin

Are you requiring your users and prospects to remember stuff? If so, you’re doing it wrong. Build your trigger mechanisms as if people would never do anything without you asking them to do so.

Peep Laja

Simply put, the root of every conversion is our decision making process. The better we understand how our customers make purchasing decisions the better of an experience we can give them which leads to more sales and higher conversions.

It’s a simple math equation:

Emotions affect decisions
Decisions affect conversions
Conversions affect revenues.

– Talia Wolf

“Ratios are easier to act on. Think about driving a car. Distance travelled is informational. But speed – distance per hour – is something you can act on, because it tells you about your current state, and whether you need to go faster or slower to get to your destination on time. Ratios are inherently comparative. If you compare a daily metric to the same metric over a month, you’ll see whether you’re looking at a sudden spike or a long-term trend. In a car, speed is one metric, but speed right now over average speed this hour shows you a lot about whether you’re accelerating or slowing down.”

– Alistair Croll and Benjamin Yoskovitz, Lean Analytics

“If you find a causal relationship between something you want (like revenue) and something you can control (like which ad you show), then you can change the future.”

– Alistair Croll and Benjamin Yoskovitz, Lean Analytics

What your prospect is thinking about instead of your ad copy

Advertising copywriting is hard to teach. My core rule is to always write as if the prospect is thinking, “Why should I pay attention? What’s in it for me? Why should I trust you / will anyone think I’m foolish if I follow your directive? Is there a reason for me to take action now?”

And the prospect is thinking all of those things while their phone is dinging, the TV is blaring, their child is yelling from down the hall, and their stomach is grumbling.

I picked up “The Wizard of Ads” by Roy H. Williams at Ryan Deiss’s recommendation, and I was delighted to find several marketing truisms eloquently portrayed.

Here’s one of my favorite passages wherein Williams intersperses average ad copy with the prospect’s thoughts.

For more than fifty years, hundreds of families have trusted their insurance needs to the caring professionals at Parkins and Maddock


because competitive pricing is a Parkins and Maddock specialty

(“Competitive?” Doesn’t that mean “about the same price as everyone else”?)

and they are known for their fast, fair, and friendly service.

(Yeah, until you have a claim.)

So when you need auto, home, healthy, life, or any other type of insurance

(I just love talking about insurance.)

find out how much Parkins and Maddock can save you by calling them

(Is that softball game tonight or tomorrow night?)

at 862-3791.

(I think I’ll stop and get a Coke.)

That number again is 862-3791.

(And maybe some fries. I love french fries.)

Parkins and Maddock is open weekdays till seven for your convenience

(I think that game is tomorrow night.)

and until four on Saturdays, but closed on Sundays.

(But I’d better call and check on it.)

Find out for yourself why hundreds of families

(Should I take a burger home for Bobby?)

trust Parkins and Maddock, year after year.

(Yeah, a burger with cheese.)

Call Parkins and Maddock today at 862-3791.

(I’ll get myself one, too.)

You’ll be glad you did.

Here’s Roy’s take on the same ad:

Parkins and Maddock will cut the cost of your insurance by at least 10 percent

(Or what?)

or buy you dinner at the Plaza del Fuego.

(I’m not sitting through a two-hour sales pitch just for a lousy dinner.)

All it takes is a three-minute phone call, and there’s no one you have to meet.

(Still too much of a hassle. I don’t know the details of my coverage.)

So the next time you reach in your mailbox and pull out the insurance renewal, walk straight to the phone and call Parkins and Maddock. Read them the limits and deductibles printed on the notice

(That’s right! The renewal notice has the details of my coverage on it.)

and they will immediately name the price at which they can give you identical coverage, apples for apples.

(Identical coverage? No one to meet? Just three minutes?)

If the Parkins and Maddock price isn’t at least ten percent lower, you’re off to the Plaza del Fuego.

(I’ve always wanted to go to the Plaza del Fuego.)

You’re going to have to write someone a check. Why not write a smaller one to Parkins and Maddock?

(I need to remember to call these people when I get my renewal notice.)

Granted, advertising is different in a Facebook ads world. But the principles are the same. Say something worth paying attention to. Make a compelling offer.