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Copywriting on Tight Deadlines:How ordinary marketers are achieving 103% gains with astep-by-step framework (plus live opt...
Join the conversation on Twitter               #webclinic  #webclinic
Today’s team               Dr. Flint McGlaughlin   Jon Powell               Managing Director       Senior Manager        ...
Background and Test Design          Experiment ID: Encyclopedia Britannica           Location: MarketingExperiments Resea...
Experiment: Control              ControlOriginal Landing Page: • The headline does not   communicate the value   propositi...
TreatmentExperiment: TreatmentTreatment Landing Page: • The new headline and sub-   headline describe exactly   what you g...
TreatmentExperiment: TreatmentTreatment Landing Page: • Activate Your Free Trial” is   used instead of “Please   Enter You...
Experiment: Side-by-side               Original    Treatment                                       8  #webclinic
Experiment: Results                103% Increase in Conversion                The Treatment generated 103% more free trial...
What we discoveredF    Key Principles  1. When it comes to crafting effective copy, clarity trumps persuasion.  2. In orde...
How can I write effective copy without             ?                 working late?                                        ...
Today we are going to learn a step-by-step copywriting   framework that busy marketers can use to consistently   write eff...
How People Tend to Think                  SUB STORY                                                            Climax     ...
How story connects to the conversion process                                                                     Climax   ...
How story connects to the conversion process                                                                     Climax   ...
How story connects to the conversion process                                                                     Climax   ...
How story connects to the conversion process                                                                     Climax   ...
How story connects to the conversion process                                                                    Climax  Th...
Connecting to Copy     ?         So, how does story help me write clear copy?    ANSWER: By knowing where each copy elemen...
Optimization Summit 2011 Example               What’s wrong with this page?  #webclinic
Optimization Summit 2011 Example               What’s wrong with this page?  #webclinic
Optimization Summit 2011 Example               Original Draft                                    Optimized Final          ...
Optimization Summit 2011 Example: Results                                   180               # of Tickets Sold   160     ...
Optimization Summit 2011 Example: Results                                    Working from the                             ...
Introduction: The 3-step framework                Exposition                                      In the same way there ar...
Step 1: Create your exposition                                                                    Story click: Luke       ...
Step 1: Create your exposition        On a landing page, the exposition is achieved through:               1. An attention...
Step 1: Create your expositionThe Headline• The role of a landing  page headline is to  arrest the visitors  attention and...
Step 1: Create your expositionThe First Paragraph• The goal of the first  paragraph is to get the  visitor into the  conve...
Step 1: Where’s the story click?  #webclinic
Step 1: Where’s the story click?  #webclinic
Step 2: Create your rising action                                                             Intensifying fight scene  Ob...
Step 2: Create your rising action                                    Web Page – Body Copy • On a landing page, most   of t...
The Rising ActionIntensifiersProofs: Specific statements – usuallyquantified – that bring credibility tothe value proposit...
Step 2: Create Your Rising ActionIntensifiersIncentive: An appealingelement you introduce tostimulate a desired action (e....
The Rising Action: Internal vs. externalIMPORTANT NOTE: All five of these copy elements can appeal to both the internaland...
Step 3: Create your climax/resolution       Climax: Death Star explodes,                rebels win.       In a story, the ...
Step 3: Create your climax/resolution                                      Web Page – Call to Action               On a la...
Step 3: Create Your Climax• Four questions to ask  yourself about your call-  to-action (CTA): 1. Is your CTA clearly visi...
Summary: Putting it all together                Exposition                                                                ...
Live Optimization                    41#webclinic
Marketing Team Training Week               MECLABS.com/TrainingWeek                                          42  #webclinic
Live Optimization     Submission #1 www.indeck.com/ rental_boilers.asp                                      43  #webclinic
Sign Up for our Next Clinic…       If you would like to sign up for the next Web Clinic,       please visit:       Marketi...
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Copywriting on Tight Deadlines

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  1. 1. Copywriting on Tight Deadlines:How ordinary marketers are achieving 103% gains with astep-by-step framework (plus live optimization)
  2. 2. Join the conversation on Twitter #webclinic #webclinic
  3. 3. Today’s team Dr. Flint McGlaughlin Jon Powell Managing Director Senior Manager Research and Strategy Paul Cheney Editorial Analyst #webclinic
  4. 4. Background and Test Design Experiment ID: Encyclopedia Britannica Location: MarketingExperiments Research Library Research Notes: Background: Well-known B2C company offering an online encyclopedia subscription product Goal: To get visitors to sign up for a free trial Primary research question: Which landing page will have the highest subscription rate? Test Design: A/B split test (variable cluster) 4 #webclinic
  5. 5. Experiment: Control ControlOriginal Landing Page: • The headline does not communicate the value proposition • The “member benefits,” which are primary selling points, are in a separate column, not directly in the customer’s eye path • The images on the left and bottom do not help communicate anything about the service or why they should try it 5 #webclinic
  6. 6. TreatmentExperiment: TreatmentTreatment Landing Page: • The new headline and sub- headline describe exactly what you get • Bullets are used to emphasize the valuable features of the service in an easy-to-read format • The new image is clearer and includes a caption that re-emphasizes the value proposition 6 #webclinic
  7. 7. TreatmentExperiment: TreatmentTreatment Landing Page: • Activate Your Free Trial” is used instead of “Please Enter Your Billing Information” or “Subscribe Now” messaging • Savings over the print edition instantly shows the customer the “value” • Button copy emphasizes the “receiving” aspect of the transaction instead of “giving” language such as “submit” 7 #webclinic
  8. 8. Experiment: Side-by-side Original Treatment 8 #webclinic
  9. 9. Experiment: Results 103% Increase in Conversion The Treatment generated 103% more free trial sign ups than the control Versions CR Rel. diff Stat. Conf Control 1.00% - - Treatment 2.03% 103% 95%  What you need tovalue proposition, the treatment out-performed theand clearly stating the understand: By cutting meaningless “power copy” control by 103%. #webclinic
  10. 10. What we discoveredF Key Principles 1. When it comes to crafting effective copy, clarity trumps persuasion. 2. In order to achieve clarity, you must synchronize your copy to the thought sequences of the reader. 3. Human thoughts tend to arrange themselves in story. Therefore synchronizing your copy to the visitor’s thought sequence requires a story-based framework. #webclinic
  11. 11. How can I write effective copy without ? working late? 11#webclinic
  12. 12. Today we are going to learn a step-by-step copywriting framework that busy marketers can use to consistently write effective copy. 12#webclinic
  13. 13. How People Tend to Think SUB STORY Climax Climax Falling Act. Rising Act. Resolution /Exposition Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) People’s thoughts tend to arrange themselves in story, therefore understanding your visitor’s thought sequence comes down to understanding the basic structure of a story. Each part of the conversion process can be tied to story… #webclinic
  14. 14. How story connects to the conversion process Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Exposition: As it relates to conversion, the main story is usually set up in the channels (PPC, Email, Banners, etc.). The overarching goal of this step is to engage the visitor, start building the problem, and lead them deeper into the conversation. Keep in mind there is a sub-story surrounding step-level conversion goal (getting them to click the ad, etc.). #webclinic
  15. 15. How story connects to the conversion process Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Rising Action: As it relates to conversion, the rising action is intensified mainly through the landing page. The overarching goal is to continue intensifying the problem and present your value as the unique solution. Keep in mind there is a sub-story surrounding step-level conversion goal (getting them to click the ad, etc.). #webclinic
  16. 16. How story connects to the conversion process Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Climax: As it relates to conversion, the climax happens at the point of decision for the main conversion objective (to buy, submit information, etc.). Most of the time this happens at the call-to-action on the landing page, where the rising action is at the highest intensity. #webclinic
  17. 17. How story connects to the conversion process Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Falling Action: As it relates to conversion, the falling action occurs after the conversion commitment has been made, and consists of all the steps that might be required to actualize the decision (filling out payment info, shipping info, etc.). The falling action might be virtually absent if the payoff on the conversion commitment is actualized immediately (free digital offers, etc.). #webclinic
  18. 18. How story connects to the conversion process Climax Thank you Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Resolution: As it relates to conversion, the resolution occurs when the visitor is aware of and satisfied with the completion (or actualization) of the value exchange. The goal is to reassure the visitor that the problem has been solved by their decision. #webclinic
  19. 19. Connecting to Copy ? So, how does story help me write clear copy? ANSWER: By knowing where each copy element falls in the “the story,” you can carefully craft each word, sentence and paragraph to specifically match the visitor’s thought sequence. #webclinic
  20. 20. Optimization Summit 2011 Example What’s wrong with this page? #webclinic
  21. 21. Optimization Summit 2011 Example What’s wrong with this page? #webclinic
  22. 22. Optimization Summit 2011 Example Original Draft Optimized Final Every piece of copy doesn’t have to be a masterpiece, but every piece of copy must be clear. #webclinic
  23. 23. Optimization Summit 2011 Example: Results 180 # of Tickets Sold 160 140 120 100 Projected 80 Actual 60 40 20 0 14 13 12 11 10 9 8 7 6 5 4 3 2 1 Weeks Out from the Event  What thanneed to understand: The optimized final landing page eventually more you twice the amount of tickets than originally projected, generated leading to a completely sold out event. #webclinic
  24. 24. Optimization Summit 2011 Example: Results Working from the framework, our copywriters were able to book every seat at the summit without writing flawless copy. #webclinic
  25. 25. Introduction: The 3-step framework Exposition In the same way there are three acts in a story, there are three steps to crafting compelling copy for (in this case) a landing page. Example landing page from recent optimization summit STEP 1: Create your exposition Rising Action STEP 2: Create your rising action STEP 3: Create your climax/resolution Climax #webclinic
  26. 26. Step 1: Create your exposition Story click: Luke discovers The Force & his destiny Opening chase scene In a story, the exposition does two things: 1. Captures the audience’s attention 2. Sets the stage for rest of story by achieving “story click.” #webclinic
  27. 27. Step 1: Create your exposition On a landing page, the exposition is achieved through: 1. An attention capturing headline 2. A first paragraph with an obvious “story click.” #webclinic
  28. 28. Step 1: Create your expositionThe Headline• The role of a landing page headline is to arrest the visitors attention and get them into the first paragraph.• Our testing suggests two effective strategies: 1. Making a Promise 2. Identifying a Problem #webclinic
  29. 29. Step 1: Create your expositionThe First Paragraph• The goal of the first paragraph is to get the visitor into the conversation. You do this by ensuring you answer three questions: 1. Where am I? 2. What can I do here? 3. Why should I do it? IMPORTANT NOTE: “Story click” occurs when all of• You must answer “what” those questions have been addressed. before answering “why.” #webclinic
  30. 30. Step 1: Where’s the story click? #webclinic
  31. 31. Step 1: Where’s the story click? #webclinic
  32. 32. Step 2: Create your rising action Intensifying fight scene Obi-Wan fights Darth Vader. Vader wins. In a story, the rising action serves to intensify the problem. Rising action is marked by things like fight scenes, plot twists, character insights, etc. #webclinic
  33. 33. Step 2: Create your rising action Web Page – Body Copy • On a landing page, most of the page copy will serve to intensify the problem and the solution. • We do this with five copy elements that we call “intensifiers”: proofs, features, benefits, incentive, and urgency. #webclinic
  34. 34. The Rising ActionIntensifiersProofs: Specific statements – usuallyquantified – that bring credibility tothe value proposition. (e.g., “10,000landing pages tested…”)Benefits: Specific statements thatdemonstrate how the main valuewill benefit the visitor’s currentsituation. (e.g., “Optimize yourconversion processes…”)Features: Specific statements thatprovide the tangible details of theoffer (e.g., “Attendees will receivebenchmarks and analysis from X…”) #webclinic
  35. 35. Step 2: Create Your Rising ActionIntensifiersIncentive: An appealingelement you introduce tostimulate a desired action (e.g.,“All attendees will receive acopy of Bob Heyman’s newbook…”)Urgency: An element ofconstraint you introduce tostimulate a desired actionwithin a specific time-frame.(e.g., “reserve you ticket todayand save $200”) #webclinic
  36. 36. The Rising Action: Internal vs. externalIMPORTANT NOTE: All five of these copy elements can appeal to both the internaland external challenges and triumphs of the character. External Story: The boss wants me to fix our metrics problems Save the World Internal Story:Become a Jedi Master I’d like to advance my career #webclinic
  37. 37. Step 3: Create your climax/resolution Climax: Death Star explodes, rebels win. In a story, the climax is the single event that everything builds toward. #webclinic
  38. 38. Step 3: Create your climax/resolution Web Page – Call to Action On a landing page, the climax is the main call to action. The goal is to lead the visitor to (and through) the pivotal decision. #webclinic
  39. 39. Step 3: Create Your Climax• Four questions to ask yourself about your call- to-action (CTA): 1. Is your CTA clearly visible? 2. Does your CTA imply value, immediacy, or urgency? 3. Does it come in the right time in the thought sequence/story? 4. Does your CTA ask or assume? #webclinic
  40. 40. Summary: Putting it all together Exposition Climax Rising Action Proofs Benefits Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) Features Incentive Overall, just like in a good story, each Urgency part of the copy must be properly sequenced to match the visitor’s natural flow of thought. Climax #webclinic
  41. 41. Live Optimization 41#webclinic
  42. 42. Marketing Team Training Week MECLABS.com/TrainingWeek 42 #webclinic
  43. 43. Live Optimization Submission #1 www.indeck.com/ rental_boilers.asp 43 #webclinic
  44. 44. Sign Up for our Next Clinic… If you would like to sign up for the next Web Clinic, please visit: MarketingExperiments.com/WebClinic #webclinic
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