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