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How you can turn data into feel-good copy that converts Tasmin Lofthouse FIKA DIGITAL speakerdeck.com/fikadigital @tasmin-lofthouse

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As a little girl, I loved to write #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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Then, I grew up and fell in love with Psychology #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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I started my marketing career 10 years ago #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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Back then, my copywriting process looked like.... #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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Open website Drink (decaf) coffee Write words #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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It wasn’t the best approach #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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And the results were okay. Not amazing. Just okay. #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK tasmin-lofthouse

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Psychology #BrightonSEO @FikaDigitalUK tasmin-lofthouse Writing

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#BrightonSEO @FikaDigitalUK tasmin-lofthouse Psychology Writing

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So, let’s collect some data... #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK tasmin-lofthouse Brand Intake quiz Interviews Metrics

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#BrightonSEO @FikaDigitalUK tasmin-lofthouse What the brand thinks their product does

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#BrightonSEO @FikaDigitalUK tasmin-lofthouse What the customers knows it does

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That’s why you need to dig into audience data #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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People are more likely to buy when you appeal to their emotional motivators #BrightonSEO @FikaDigitalUK tasmin-lofthouse Source: The New Science of Customer Emotions, Harvard Business Review (2015)

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#BrightonSEO @FikaDigitalUK tasmin-lofthouse Audience Surveys Interviews Data mining

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#BrightonSEO @FikaDigitalUK Surveys Collect voice of customer data on a large scale tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK Interviews Build on surveys with candid 1:1 interviews tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK Data mining Go beyond their network to find more audience patterns tasmin-lofthouse

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No product or service exists in silos #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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You’ve got to keep an eye on the competition #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK tasmin-lofthouse Market Competitor analysis Industry trends Research reports

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Now, it’s time to crunch the data #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK tasmin-lofthouse Source: https://www.notion.so/fika-digital/821f5066defc4ec8a6ded3a73c7d7e06?v=880c6c5926244da09f75baea3df724fe

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Uncover people’s motivations for decision-making #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK tasmin-lofthouse I feel, therefore I am

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Now, let’s turn that data into copy #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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Write like your users #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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Members described WTS as “welcoming” #BrightonSEO @FikaDigitalUK Write like your users tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK Write like your users tasmin-lofthouse

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Look for patterns #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK Look for patterns Users said... tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK Look for patterns tasmin-lofthouse So we said....

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Appeal to their emotions and desires #BrightonSEO @FikaDigitalUK Emotion > logic tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK Emotion > logic tasmin-lofthouse

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Have fun with copywriting frameworks & techniques #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK Rule of three tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK Familiarity effect tasmin-lofthouse

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#BrightonSEO @FikaDigitalUK Before-after-bridge (BAB) tasmin-lofthouse

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Now, let’s quickly recap #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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Gather alllll the data Organise it with psychology Write high-converting words #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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Whewww, and that is just the tip of the iceberg #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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When did you last speak to your target audience? #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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If you want to create copy that converts, lean into the psychology of people #BrightonSEO @FikaDigitalUK tasmin-lofthouse

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@FikaDigitalUK tasmin-lofthouse @FikaDigitalUK Thank You tasmin-lofthouse Tasmin Lofthouse fikadigital.co.uk Founder of Fika Digital, conversion copywriter & psychology geek