Using AI to Generate Copy that Converts

AI can write website copy that outperforms 80% of what is online today.

You just have to teach it who it is writing for.

In this episode of Intended Consequences, Conversion Sciences founder Brian Massey shows you how to use AI to generate website copy that actually converts.

The secret is not a better prompt.

It is writing for the four ways people make buying decisions.

You will learn the Modes of Research framework, first published in “Waiting for Your Cat to Bark,” and how to map it onto Myers-Briggs types so any language model speaks your language.

Then you will watch live rewrites that turn flat, jargon-filled copy into messaging built for Competitive, Methodical, Spontaneous, and Humanist visitors.

By the end you can build your own AI messaging agent in ChatGPT, Claude, or Gemini and let it do the rewriting for you.

WHAT YOU WILL LEARN

Why most B2B copy sounds the same and caps your conversion rate
The four research modes and the buyer behind each one
How to use Myers-Briggs as a shared vocabulary with any AI
The simple prompt that teaches your chatbot to rewrite by mode
How to generate personas straight from a URL
How to A/B test copy that is finally different enough to win
How to build a reusable AI messaging agent for your brand

CHAPTERS

00:00 Why AI copy beats 80% of website copy
01:30 Styrofoam copy and the conversion ceiling
02:40 How our own biases sabotage copywriting
04:10 ICPs and the four-persona problem
05:40 Corner cases: copy big enough to A/B test
06:00 The 4 Modes of Research framework
06:50 Competitive and Methodical buyers
08:00 Spontaneous and Humanist buyers
09:30 Placing copy on the page by buyer mode
10:30 Why language models beat humans at this
11:20 Myers-Briggs as a shared language with AI
14:00 The simple prompt to train your chatbot
15:00 Generating personas from a URL (Calm.com)
17:40 Rewriting copy for each mode, live
24:00 B2B example: HR services, CHRO vs CFO
29:50 Laying out multiple voices on one page
31:00 Q&A: getting your team to trust AI copy
33:20 Building your own AI messaging agent
38:00 What is next: ad and landing page alignment
38:50 Q&A: CTAs, ad frequency, and brand salience

RESOURCES

Messaging skills and full prompts: https://conversion.science/msg-skills

Conversion Sciences: https://conversionsciences.com

Book: “Waiting for Your Cat to Bark” by Bryan and Jeffrey Eisenberg: https://conversci.com/catbark

Roy H. Williams and the Wizard Academy: https://www.wizardacademy.org

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Author
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Brian Massey

Conversion Scientist™ at Conversion Sciences

Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences, a sought-after international speaker, and author of Your Customer Creation Equation. He is passionate about transforming websites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing.

Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship

Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more

Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices

As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast

Education: Texas A&M University, BS Computer Science and Management