Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

10 Conversion-Killing Copywriting Mistakes (And How to Fix 'Em!)

588 views

Published on

Are you making any of these super common mistakes with your copy? Joel Klettke's WordCamp YYC talk dives in head first and shows you how to fix your copy to drive more conversions.

Published in: Marketing
  • Be the first to comment

10 Conversion-Killing Copywriting Mistakes (And How to Fix 'Em!)

  1. 1. 10 Conversion-Killing Copywriting Mistakes @JoelKlettke (And how to fix ‘em!)
  2. 2. I help companies get more leads to do what they want. TL;DR
  3. 3. HAVE YOU EVER ASKED…
  4. 4. You “We-We‘d” all over your copy.
  5. 5. Your leads will never care about you as much as themselves.
  6. 6. EXAMPLE: WE, WE, WE!
  7. 7. EXAMPLE: YOU, YOU, YOU!
  8. 8. https://www.useronboard.com/features-vs-benefits/
  9. 9. Talk pains, gains, and verbs over nouns. Instead of… Write… “We strive to…” “Get more leads with…” “Our services include…” “Built for clients who want…” “We deliver more traffic…” “Get (outcome) without (pain)” “Our mission is to…” “You want __________, so…”
  10. 10. Exceptions: 1. Process: Be natural, talk outcomes. 2. Promises: Own ‘em. 3. Bios: That’d be pretty weird. Go for 80/20.
  11. 11. You wrote in a vacuum (and that sucks.)
  12. 12. Your can’t sell to a customer you don’t understand.
  13. 13. Pain Points Anxieties PrioritiesOutcomes
  14. 14. Have structured conversations with your current customers and leads.
  15. 15. BBefore D During A After
  16. 16. Insight to Learn Question to Ask Pain points “What sent you looking for _____?” Past failures “What else did you try, and what didn’t you like about it?” Anxieties and hesitations “What almost kept you from choosing _____?” Underlying desires “What did you hope to get out of _____?” “BEFORE” QUESTIONS…
  17. 17. Insight to Learn Question to Ask Decision criteria “When evaluating _____, what did you find most compelling?” Priorities “What made ______ best for you?” Delivery “What was your first impression of _____?” “DURING” QUESTIONS…
  18. 18. Insight to Learn Question to Ask Impact “How has _____ changed your ______?” Underlying driver “What can you do now, or do better, because of ____?” Naming the solution “If a peer asked why they should use _____, what might you tell them?” “AFTER” QUESTIONS…
  19. 19. You assumed your leads knew things they didn’t.
  20. 20. Your lead’s state of awareness impacts… 1.Content length 2.Ideal headline 3.Pain, benefit, or deal? 4.Call to action 5.Virtually every single part of your copy!
  21. 21. Most Aware Solution Aware “If you have something in your teeth, you need floss. I have floss right here. It’s just $0.50 a pack, so you’ll save $1.00!” “If you have something in your teeth, then you need something to get it out. If you need to get it out, you might consider a toothpick. But if you’re considering a toothpick, you should also consider floss. Floss works like a toothpick—only it cleans more thoroughly, since it can reach even the tightest crevasses. You can get that truly clean feeling around your entire mouth without it going soggy, breaking, or jabbing you in the gums. Plus, it’s peppermint flavored… so fresh and clean! I have floss right here. And it’s just $0.50 a pack, so you’ll save $1.00!” DIFFERENT CONVERSATIONS…
  22. 22. Learn this through… 1. Surveys: “Had you heard of us before today?” 2. Chat: What questions are they asking? 3. Keywords: Pain, solution, or comparative? 4. Interviews: “What was going on in your business…” 5. Situational: Remarketing? Email list? Ad campaign?
  23. 23. You let design lead copy right off of a cliff.
  24. 24. Ideally: Write, then design. Realistically: Iterate in tandem.
  25. 25. Define a baseline. “These types of sections, in this order, because…” EXAMPLE: THE NEW CASE STUDY BUDDY.COM
  26. 26. Write. Wire. Evolve. EXAMPLE: THE NEW CASE STUDY BUDDY.COM
  27. 27. +27% Product Signups +35% Demo Requests https://blog.hubspot.com/marketing/customer-driven-copy-conversions EXAMPLE: HUBSPOT.COM 2x Conversion Rate 2x Inbound Call Volume
  28. 28. You forgot (or buried) the “So what?”
  29. 29. Your leads need to see an immediate, obvious benefit.
  30. 30. EXAMPLE: TOO CLEVER, NOT CLEAR
  31. 31. EXAMPLE: WHAT, BUT NOT WHY
  32. 32. EXAMPLE: LONG EMAIL, WHO CARES?
  33. 33. EXAMPLE: APRIO.NET So you can…
  34. 34. GOOD EXAMPLE: IN AN EMAIL “So what?” And again!
  35. 35. 1. Finish the sentence, “So you can…” 2. Start with the “why” + spoil the ending. 3. Delete your “warm up” copy.
  36. 36. You got things all mixed up and the convo got weird.
  37. 37. . . . . . . ! ! ! !!!
  38. 38. 1. Start with awareness level. 2. Learn the questions leads are asking. 3. Answer them in a conversational order. 4. Keep customer priorities in mind. 5. If it helps, start at the end.
  39. 39. Hero Body CTA Why should I care? What is it? Who is it for? How will my life improve? How does it work? Why should I trust you? What happens next?
  40. 40. EXAMPLE: TRAFFIC THINK TANK
  41. 41. EXAMPLE: TRAFFIC THINK TANK
  42. 42. EXAMPLE: TRAFFIC THINK TANK
  43. 43. EXAMPLE: TRAFFIC THINK TANK
  44. 44. You forgot to be specific and remembered your clichés.
  45. 45. Nobody wants “high quality.” They want what it MEANS.
  46. 46. WOULD YOU RATHER BUY… A “high quality” pillow “Powerful analytics” “Best customer support”
  47. 47. WOULD YOU RATHER BUY… A “high quality” pillow “Powerful analytics” “Best customer support” Plush comfort and ample neck support to help you sleep through the night. Go from wondering to acting with sales answers on demand. We’ll solve any issue within 24 hours, guaranteed.
  48. 48. EXAMPLE: INSPECIFICITY IS BORING.
  49. 49. EXAMPLE: “WELL… WHAT MATTERS?”
  50. 50. 1. Conduct a specificity sweep: + “Is it specific?” + “Am I leaving it to leads to connect the dots?” + “Does it paint a visual/vivid picture?” + “Imagine…” 2. Ask “Why?” two to three times.
  51. 51. You call to action makes people feel weird.
  52. 52. EXAMPLE: AMBIGUITY What’s going to happen next?
  53. 53. EXAMPLE: CLARITY
  54. 54. EXAMPLE: WHAT STANDS OUT?
  55. 55. EXAMPLE: OOPS. 1 2
  56. 56. Finish the sentence “I want to __________”
  57. 57. EXAMPLE: I WANT TO…
  58. 58. EXAMPLE: I WANT TO… Desired outcome Required action
  59. 59. 1. Stick to one primary CTA in emails, landing pages, and ads 2. Finish the sentence “I want to _____” 3. Be specific. 4. Combine desired outcome and required action.
  60. 60. You made your great copy totally unreadable.
  61. 61. EXAMPLE: FISHING WEBSITES
  62. 62. EXAMPLE: NO HIERARCHY
  63. 63. EXAMPLE: CLEAR HIERARCHY AND FOCAL POINT
  64. 64. EXAMPLE: LONG SENTENCES
  65. 65. EXAMPLE: SHORT SENTENCES AND LINE BREAKS
  66. 66. 1. Use line breaks and don’t let widths get crazy. 2. Lead with short sentences. 3. Avoid double-columns and competing visuals 4. Think of the left-to-right reader
  67. 67. You made big, fat promises without any proof.
  68. 68. EXAMPLE: UNSUPPORTED HYPERBOLE Was there a contest? How do I know?
  69. 69. Why should I believe you? EXAMPLE: UNSUPPORTED METRICS
  70. 70. Now that’s more like it! EXAMPLE: UNSUPPORTED METRICS
  71. 71. Use social proof… 1. Near areas of friction (like pricing) 2. To support big, bold claims 3. To counter (real) objections 4. To show leads their future/tell a story
  72. 72. BUT!!! 1. B/D/A is best 2. Make sure they’re relatable 3. Test your formats 4. Use as a support, not a crutch
  73. 73. EXAMPLE: AREAS OF FRICTION
  74. 74. EXAMPLE: BUILDING TRUST/REPLACING A CLAIM
  75. 75. EXAMPLE: COUNTERING OBJECTIONS
  76. 76. That’s enough out of me. Questions? Read my stuff/give me all your money: Be my internet pal: @JoelKlettke • BusinessCasualCopywriting.com • CaseStudyBuddy.com

×