Optimizing Your Message Learn strategies to write high ... - meclabs

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How story connects to the conversion process Climax Exposition ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) Resolution The Exposition: As it relates to conversion, the main story is usually set up in the channels (PPC, Email, Banners, etc.). The overarching goal of this step is to engage the visitor, start building the problem, and lead them deeper into the conversation. Keep in mind there is a sub-story surrounding step-level conversion goal (getting them to click the ad, etc.).
How story connects to the conversion process Climax Exposition ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) Resolution The Rising Action: As it relates to conversion, the rising action is intensified mainly through the landing page. The overarching goal is to continue intensifying the problem and present your value as the unique solution. Keep in mind there is a sub-story surrounding step-level conversion goal (getting them to click the ad, etc.).
Page 1 and 2: Copywriting on Tight Deadlines How
Page 3 and 4: Experiment: Control Control Origina
Page 5 and 6: Experiment: Treatment Treatment Tre
Page 7 and 8: Experiment: Results 103% Increase i
Page 9 and 10: ? How can I write effective copy wi
Page 11: How People Tend to Think SUB STORY
Page 15 and 16: How story connects to the conversio
Page 17 and 18: Connecting to Copy ? So, how does s
Page 19 and 20: Optimization Summit 2011 Example Wh
Page 21 and 22: Optimization Summit 2011 Example: R
Page 23 and 24: Introduction: The 3-step framework
Page 25 and 26: Step 1: Create your exposition On a
Page 27 and 28: Step 1: Create your exposition The
Page 29 and 30: Step 2: Create your rising action W
Page 31 and 32: Step 2: Create Your Rising Action I
Page 33 and 34: Step 3: Create your climax/resoluti
Page 35 and 36: Step 3: Create Your Climax • Four
Page 37: Thank You Todd Lebo Senior Director

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