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 generators suffer from winner's curse. What surprised them both is how much they agree on what still works: measuring what people do rather than what they say, and showing up for customers in person.

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 Subscribe for more on conversion optimization, AI, and the experiments behind what actually works. #AICopywriting #ConversionOptimization #CRO

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 with brand personality. Key takeaways include: Why AI visitors convert at higher rates than traditional traffic The dramatic difference between Google queries (4.2 words) and AI prompts (23 words) How to audit what AI "knows" about your brand—and fix misconceptions Whether to sacrifice creative content for AI-friendly clarity Why your LinkedIn newsletter might deliver 10x more visibility than SEO If you're wondering how to adapt your digital strategy for an AI-powered future, this conversation offers grounded, actionable insights you can implement today.

In this episode of Intended Consequences, Brian Massey sits down with Deborah O'Malley, founder of GuessTheTest.com, 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.  

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 between data and human emotion to create powerful advertising campaigns. Unlock the secret to emotionally charged, results-driven advertising.