054-The Future of CRO with Sahil Patel
Intended Consequences
Two roads diverged in the CRO industry. Brian Massey chose to keep his agency small. Sahil Patel runs Spiralize, one of the largest in the field, with more than 170 people. In this conversation, they compare notes across that divide. Sahil shares what he learned the hard way as a first-time CEO in healthcare tech, why CRO's horizontal market changed his thinking, and why a CEO's identity and business are so hard to pull apart. Then the conversation turns to AI. B2B sites have watched 20-30% of their organic traffic evaporate. Agent traffic may soon cross human traffic. And AI test-idea...
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053: Using AI to Generate Copy that Converts
Intended Consequences
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...
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052: The Third Partner: Optimizing Your Website for AI Recommendations with Andy Crestodina
Intended Consequences
Digital marketing is undergoing a seismic shift. In this episode, Brian Massey sits down with marketing strategist Andy Crestodina to explore how AI is becoming the "third partner" in every customer relationship—and what that means for your website and content strategy. Discover why traditional SEO tactics are losing effectiveness for top-of-funnel content, while bottom-of-funnel optimization matters more than ever. Andy reveals how to train AI models to recommend your brand, including practical tips on optimizing your website content, leveraging podcast transcripts, and balancing clarity...
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051: The End of Interesting: AI in Experimentation with Deborah O'Malley
Intended Consequences
In this episode of Intended Consequences, Brian Massey sits down with Deborah O’Malley, founder of , to explore the fast-changing world of AI in experimentation — from A/B testing myths to the ways AI is already changing how digital marketers approach conversion optimization.
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050: Beyond Data: How ChatGPT Uncovers Emotions to Fuel Effective Ad Concepts with Joe Putnam
Intended Consequences
Join us for "Beyond Data: How ChatGPT Uncovers Emotions to Fuel Effective Ad Concepts," a dynamic session exploring AI’s transformative role in eCommerce marketing. Discover how ChatGPT leverages emotional sentiment analysis to go beyond numbers, capturing authentic consumer feelings to inspire creative ad strategies. We will examine real-world examples, demonstrate actionable techniques, and discuss how emotional insights can drive winning ad concepts, compelling copy, and innovative campaign angles. This session empowers marketers to harness advanced AI tools, bridging the gap...
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002: Two Guys on Your Website: The Surprising Link Between CRO and SEO
Intended Consequences
Google’s document leak uncovered surprising connections between conversion rate optimization (CRO), search engine optimization (SEO) and user experience (UX). Listen in as Conversion Scientists® Joel Harvey and Brian Massey talk about these connections and what they mean for optimizers.
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001: Two Guys on Your Website: The Different Conversion Optimization Techniques You Should Consider
Intended Consequences
Conversion rate optimization (CRO) is important at every stage of your business. But not every website is ready for a full-team all-in conversion optimization team. You may not be able to do the A/B testing that is the hallmark of so many CRO projects. Here are conversion optimization techniques that work no matter where you are on the CRO spectrum.
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049: SEO and CRO Working Together with Jason Fisher
Intended Consequences
Jason Fisher is a search engine optimizer who understands the value of having pages that convert well. He takes us through his strategy of bringing qualified search visitors to our site and then turning them into leads, sales, and revenue.
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048: What The Data Says About Podcasting | Rob Walch
Intended Consequences
What would it look like if you could give your digital brand a human voice? On today’s Intended Consequences, we brought in , VP of Podcaster Relations at , the world’s leading podcast hosting site. Rob was one of the earliest podcasters in the industry and a highly sought-after speaker and consultant in the podcasting community. Listen in as he shares some fascinating insights on the world of podcasting, the numbers involved, and how a semi-digital medium fits in a digital marketing context. Quick Links:
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047: What The Data Says About Turning Marketing Leads Into Sales | Sammy James
Intended Consequences
Sales is a conversation, so how can you expect to sell if that conversation never happens, or doesn’t happen fast enough? On today’s show, Brian chats with Sammy James, CEO and founder of , an automated lead response and follow-up tool. Sammy is a sales and marketing guru with experience in media, radio, tech, and advertising. He understands the nuances of sales and the challenges marketers face when working with their sales teams, most importantly that salespeople are humans too, not cold-calling machines immune to rejection or sales inertia. Listen in to hear the full...
info_outlineAI 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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