(Persuading the Client to Love Your)
Persuasive Copy
Content Strategy Consortium
Memphis, TN March 19, 2009

Content Strategy -> Persuasive Copy:
Optimizing content to drive conversion
1. Most clients don’t care about CS
2. But there is no PC without CS
3. Back into it. Two approaches:
• Preview their online materials (established)
• Coffee talk (start-up)

7 Talking Points:
Benefits + Reasons to Believe = Persuasion
1. Priorities of page in balance? (Business
objectives and customer objectives)
2. Benefits and features?
3. Appropriate for the audience? (Situational +
type of shopper)
4. Persuasive, take-action headlines?
5. Is it easy to take action on every page?
6. Any useful content? It makes you the expert.
7. 3rd parties build credibility (reviews,
testimonials, awards, brand partners, etc)

Client Exercise: Helps determine what to write, how prominent
to make it, and how to deliver it
HIGHEST
Audience Benefits
•Key demographics •Whatʼs in it for me?
BIG
•Unique pain points •What pain does it solve?
Business
•Unique situations (life or job) •How does it make things (easier, richer,
Goal
more fun, more beautiful, etc) for the
•Type of shopper/surfer
consumer?
Priority to Biz/Consumer
•Potential concerns/skepticism -- who
are they comparing you to?
Features Reasons to Believe
Primary
•Key differentiators •How it works (technical breakthrough?)
objectives
•Specifications •How long itʼs been around
•Whatʼs included •How many people use it
•Whatʼs needed •What people are saying about it
(consumers, peers, partners)
•How much it costs
LOWER

People Are Persuaded Differently:
Knowing how your audience shops helps organize and deliver content
Spontaneous Practical
•Impulsive •Systematic
•On a mission •Researchers
•Scan headlines and click fast •Bargain hunters
•Power shopper •Rational
•Make decisions quickly •Read every word
•Charts
Make it
easy!
Emotional Explorers
•Need safety, comfort, reassurance •Recreational surfers and shoppers
•Relationships •Browsers
•Like community support •Gatherers
•Photos of people •Suggestions and combos
*resources available

Example Execution: Salesforce

Example Execution: TurboTax

Example Execution: Mint

Measuring Results
Content strategy planning for copywriting results in:
• Lower development costs: less revision for writers, developers,
designers
• More satisfied clients -- they see the whole picture and know
why we’re recommending certain steps (such as organization
and delivery)
• Guidance for IA and designers
• Automatic testing plan in place
• Clear goals are easy to measure (big goal + objectives) to show
ROI
• And … more persuasive copy!

Questions?
Shelly Bowen
shelly@shellybowen.com
Twitter.com/shelbow