Using AI to Generate Copy that Converts
Audio Podcast
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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
Download the slides | Get the Cheat Sheet
Messaging skills and full prompts: AI Messaging 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
Subscribe for more on conversion optimization, AI, and the experiments behind what actually works.
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
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