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This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.

Does this podcast accept guests?

Yes, this podcast regularly features guests.

Intended Consequences

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by Brian Massey

5.0(5 reviews)

57 episodes

Updated Weekly

Accepts GuestsHas SponsorsLocation 🇺🇸

Podcast Authority

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PoorBased on show quality, social media presence, reviews, charts, and more

Quality52

Social0

YouTube0

Engagement32

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Podcast Overview

Intended Consequences is for the marketer. We believe behavioral science can be used to predict the success of marketing campaigns, and we're going to teach you how. Through conversations guided by Brian Massey, we encourage and empower experimentation. In an age of abundant data and finite resources, this podcast gives you a rare blend of technical insights and marketing vision to help you, the marketer creates campaigns that truly convert. You'll learn from the people behind the marketing tech - the consumer, the buyer, and the company behind it - hear what's worked for them, how it could work for you, and how to execute on ideas using both creative and data.

Language

🇺🇲

Publishing Since

1/11/2019

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🇺🇸 Charts #3

Outreach generated

Apple 142

Spotify 827

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Podcast Authority

Beta

PoorBased on show quality, social media presence, reviews, charts, and more

Quality52

Social0

YouTube0

Engagement32

Learn more

Excellent Areas

Good Performance

Growth Opportunities

excellent

Episode Length

15 minutes

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good

iTunes Tags

7.2/10

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Every 43 days

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Recent Episodes

June 15, 2026

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

February 5, 2026

The Third Partner: Optimizing Your Website for AI Recommendations with Andy Crestodina

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: <ul class= "[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3"> <li class="whitespace-normal break-words pl-2">Why AI visitors convert at higher rates than traditional traffic</li> <li class="whitespace-normal break-words pl-2">The dramatic difference between Google queries (4.2 words) and AI prompts (23 words)</li> <li class="whitespace-normal break-words pl-2">How to audit what AI "knows" about your brand—and fix misconceptions</li> <li class="whitespace-normal break-words pl-2">Whether to sacrifice creative content for AI-friendly clarity</li> <li class="whitespace-normal break-words pl-2">Why your LinkedIn newsletter might deliver 10x more visibility than SEO</li> </ul> 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.

June 9, 2025

051: The End of Interesting: AI in Experimentation with Deborah O'Malley

Deborah O'Malley discusses the evolving role of artificial intelligence in experimentation and conversion optimization with Brian Massey in an interview.

57 total episodes available

Recent guests on Intended Consequences

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Deborah O'Malley

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Joe Putnam

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Frequently asked questions

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What is Intended Consequences?: Intended Consequences is for the marketer. We believe behavioral science can be used to predict the success of marketing campaigns, and we're going to teach you how. Through conversations guided by Brian Massey, we encourage and empower experimentation. In an age of abundant data and finite resources, this podcast gives you a rare blend of technical insights and marketing vision to help you, the marketer creates campaigns that truly convert.

You'll learn from the people behind the marketing tech - the consumer, the buyer, and the company behind it - hear what's worked for them, how it could work for you, and how to execute on ideas using both creative and data.
How often does this podcast release new episodes?: This podcast updates weekly.
Where can I listen to this podcast?: This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: Yes, this podcast regularly features guests.

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