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Copywriting, Conversion and Your Customer's Comfort Zone
You can examine your sales funnel and buying cycle matrix all you like, but in the age of new media, the prospect controls his or her path. If your prospective customer isn’t 100% comfortable, you can forget about conversion. This presentation connects the dots between the words you write and the engagement it may or may not achieve. You’ll understand how to put prospects in their comfort zone and “ease” them into doing business with your brand. www.feldmancreative.com
Copywriting, Conversion and Your Customer's Comfort Zone
- 1. Copy, Conversion andYour Customer’s Comfort Zone
- 2.
- 3. Discomfort is themother of all conversion killers.
- 4. The chief conversionofficer: the copywriter.
- 5. Is conversion theright word?
- 6. Do we reallychange people?
- 7. Appealing to adesire that already exists.
- 8. You need toget your customer to agree this is the time and place to take action.
- 9. You need toget your customer into a comfort zone.
- 10. When readers don’tfeel good, they’re gone.
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- 13. The key toovercoming confusion is clarity.
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- 15. We have a disconnect Twitterad Landing page
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- 17. Watch the language. industrygargon. And… marketing bull. “Executing Real World Operational Strategies to Propel Innovation” “State of the art” “Core competency” “Right-sized”
- 18.
- 19. The key toovercoming distraction is focus.
- 20. Keep it simple. An effectiveweb page has one job to do.
- 21. Landing page: Get theform filled
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- 23. Write what needsto be written. Don’t count characters, but make every character count.
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- 25. Overcome apathy bymaking sure nothing begins to feel optional, less urgent. irrelevant.
- 27. Application: A selling propositionarticulates how your offer applies to the reader’s needs.
- 28. Benefits: Answers the question: what’sin it for me? How to __________________ .
- 29. An example of howto (blank)
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- 31. Difference: What can youdeliver unlike anyone else?
- 32. Emotions: Tap into pleasuresand pains with power words.
- 33. Context: marketers Difference: focusedbudgeting Emotions: love
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- 35. You can’t borepeople into buying. If attention is the web’s golden goose, boredom is its rotten egg.
- 36. Make it fun. •Lighten up • Tell a story • Push emotional buttons • Ask questions • Introduce characters • Speak to memories, values, dreams • Use your sense of humor • And remember who you are talking about… The reader
- 37. Give it rhythm. •Brief opening paragraph • More paragraph breaks • Vary sentence length • Subheads • Bulleted lists • Photos with captions • Pullout quotes • Web copy needs to be skimmer friendly
- 38. Your copy stopsworking when it feels like work.
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- 40. Desire - Friction =Conversion rate Give readers what they are looking for: ease.
- 41. Introduce ease. • Shortcuts •Fast tracks • Templates • Cheat sheets • Checklists • Assure readers you’re leading them down the fast and easy path
- 42. Reduce risk. • “Whatif” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless
- 43. • Help readersimagine the satisfaction of realizing a positive outcome • Share the problem… “I once had the same problem you’re facing” Speak to the dream.
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- 46. Write conversationally. • Casual • Caring •Direct • Simple • Break rules
- 47. We talk toomuch like marketers because we’re not listening to our customers.
- 48. Develop pathological empathyfor your customer. ~ Ann Handley Empathize
- 49. Use first andsecond person voice.
- 50. Actual landing page:marketing jargon
- 51. My fix: voiceof the customer
- 52. The source ofthe headline idea comes from a customer testimonial.
- 53. Actual landing page:marketing jargon
- 54. My fix: voiceof the customer
- 55. The source ofthe headline idea comes from a customer testimonial.
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- 58. Give your readerultra-clear directions.
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- 60. Use compelling verbs. Start…Try… Reserve… Buy… Get
- 61. If you’re notcreating a landing page, you’re creating a leading page.
- 62. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lackof trust Mystery Overcome Avoid Foil Elude Prevent Displace Remove
- 63. You may nottransform readers, but you can make them feel good about taking action. www.feldmancreative.com