Copywriting for Conversion Webinar with Joanna Wiebe


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Joanna Wiebe, Founder and CEO of Copy Hackers & Ryan Engley, Director of Customer Success at Unbounce hosted a lively Unwebinar about writing copy that demands action. Use their pro tips to increase the impact of your landing pages and drive inbound leads.

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Copywriting for Conversion Webinar with Joanna Wiebe

  1. 1. Thank you for joining us!We’ll be starting in just a few minutes.Ryan EngleyRyan is our Director of Customer Successwho along with his team, helps Unbouncecustomers boost their conversion rates. He isour resident webinar host and consummateoffice vegan.Joanna WiebeJoanna is a conversion-focused copywriter and thefounder of Copy Hackers, where startups learn towrite copy. As well as maintaining her ownnewsletter, she is a contributor to the Unbounceblog. She once tried to be a vegan; that lasted 19 hrs.About the Hosts
  2. 2. Ryan EngleyDirector of Customer SuccessUnbounce@ryan_engleyJoin our chaton Twitter
  3. 3. Joanna WiebeFounder & our chaton Twitter
  4. 4. Recording and SlidesWill Be Emailed This WeekJoin our chaton Twitter
  5. 5. We’ll Talk About…• 4 copywriting tips you should implement IMMEDIATELY• Why your brain is your enemy• How to avoid sounding like a used car salesman… whilestill selling like one• The headline test you should run today
  6. 6. Increase your Marketing ROIBuild, Publish, and Test targeted landing pages
  7. 7. Get 50% Ofyour first 3 months
  9. 9. 20-Sec Tip #1:Gain Isn’t as Powerful as LossATTENTIONGeneratemore leadsStop losingleads
  10. 10. 20-Sec Tip #2:Don’t Summarize Benefits – Be SpecificINTEREST24/7 Availability!Our virtual assistantswork when you do24/7 Availability!You start work at 6am,your VA stars work at 6am
  11. 11. 20-Sec Tip #3:“Free” = “No Value”DESIREFree Shipping We’ll Pay YourShipping
  12. 12. 20-Sec Tip #4:Make Calls to Action Seem EfortlessACTIONBuySign UpSubmitGet
  13. 13. 20-Sec Tip #4:Make Calls to Action Seem EfortlessACTIONBuySign UpSubmitYes, Give Me AccessBonus
  14. 14. = EVIL
  15. 15. 453% Lift
  16. 16. Your messages don’t come from you, your CEO, theproduct marketing team or a writer. They come from…Visitor Surveys Customer Surveys Interviews Any UGC• Amazon book reviews• Blog comments• YouTube, Facebookcomments• App Store app reviews• Forum posts
  17. 17. Swiping “VOC data” give(s) you• Natural, un-marketing phrases• Access to the vernacular of your prospect• Non-cliché analogies and similes• Pain and delighter messages• Keyword-rich copy• Sticky, memorable phrases
  18. 18. = EVILNB: Selling usually feels uncomfortable –but that doesn’t mean it’s “skeezy”
  19. 19. Avoid Raising Flags about Claims (in Short Copy)51%paid lift
  20. 20. Cushion Claims“Could this be the best way to solve yourbiggest HR challenges?”vs“This is the best way to solve your biggest HRchallenges”{ }
  21. 21. = GOOD
  22. 22. Your Value Proposition or USP:What’s unique + highly desirable aboutyour ofering, brand or org?
  23. 23. A/B Testing(always be testing)40% lift in clickthrough
  24. 24. Unique Highly Desirable Specific Succinct MemorableThe milkchocolate melts inyour mouth, not inyour handsX X X X XInvestors earnbetter returns,borrowers paybetter ratesX X X X XThe fastest way togreat customersupportX X X X XM&MsLendingClubZendesk
  25. 25. “But there’s nothing diferent about us”Product designProduct featureBusiness point of viewEmployee personalitiesApproach to solving X problemTypes of usersPoint of originationCustomer focusProductionInnovation
  26. 26. Final Words of WisdomStop trying to impress yourself or your high schoolEnglish teacherFocus 100% of your messages on THEMRaw words are better than polishedIf it feels hard, you’re doing it right 
  27. 27. Q&AWriting for B2B Short vs Long CopyHeadlines Emails
  28. 28. How does copywriting diferin B2B vs B2C situations?Writing for B2B
  29. 29. Is professionalism in writing copymore important than making itfun/quirky/personality-driven?Writing for B2B
  30. 30. What’s your take on the age-olddiscussion of long vs shor copy?Are long sales pages really thehighest converting?Long vs Short Copy
  31. 31. How much is too much?Long vs Short Copy
  32. 32. Should working keywords intoyour landing page be a priority?Headlines
  33. 33. I’ve heard numbers in headlinestent to attract interest,what say you?Headlines
  34. 34. I get the most unsubscribes whenI ofer an email with value,why is this?Emails
  35. 35. Can you give tips and tricks onemail subject lines too?Emails
  36. 36. How do I “seduce” customers intoopening my emails?Emails
  37. 37. Visit in the next 5days to get exclusive freebies + save 25%Learn the essentials ofwriting CRO copy forshort landing pagesReady to write a long-form landing page? Getthis ebook!
  38. 38. Get 50% Of Your First 3 Months