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Copywriting for Conversion

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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. Learn how to put prospects in their comfort zone and “ease” them into doing business with your brand. By www.feldmancreative.com

Published in: Business

Copywriting for Conversion

  1. Copywriting for Conversion
  2. Discomfort is the mother of all conversion killers.
  3. The chief conversion officer: the copywriter.
  4. Is conversion the right word?
  5. Do we really change people?
  6. Appealing to a desire that already exists.
  7. You need to get your customer to 
 agree this is the time and place to take action.
  8. You need to get your customer into a comfort zone.
  9. When readers don’t feel good, they’re gone.
  10. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  11. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  12. The key to overcoming confusion is clarity.
  13. Write a clear headline.
  14. We have a disconnect Twitter ad Landing page
  15. A clear connection Twitter ad Landing page
  16. Watch the language. industry gargon. And… marketing bull. “Executing Real World Operational Strategies to Propel Innovation” “State of the art” “Core competency” “Right-sized”
  17. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  18. The key to overcoming distraction is focus.
  19. Keep it simple. An effective web page has one job to do.
  20. Landing page: Get the form filled
  21. Build 
 your case
  22. Write what needs to be written. Don’t count characters, but make every character count.
  23. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  24. Overcome apathy by making sure nothing begins to feel optional, less urgent. irrelevant.
  25. Application:
 A selling proposition articulates 
 how your offer applies to the reader’s needs.
  26. Benefits:
 Answers the question: what’s in it for me? How to __________________ .
  27. An example of how to (blank)
  28. Context:
 Qualify and disqualify.
  29. Difference:
 What can you deliver unlike anyone else?
  30. Emotions:
 Tap into pleasures and pains with power words.
  31. Context: marketers Difference: focused budgeting Emotions: love

  32. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  33. You can’t bore people into buying. If attention is the web’s golden goose, 
 boredom is its rotten egg.
  34. 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
  35. 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
  36. Your copy stops working when it feels like work.
  37. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  38. Desire - Friction
 = Conversion rate Give readers what they are looking for: ease.
  39. Introduce ease. • Shortcuts • Fast tracks • Templates • Cheat sheets • Checklists • Assure readers you’re leading them 
 down the fast and easy path
  40. Reduce risk. • “What if” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless
  41. • Help readers imagine the satisfaction 
 of realizing a positive outcome • Share the problem… 
 “I once had the same problem you’re facing” Speak to the dream.
  42. Overcome objections.
  43. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  44. Write conversationally. • Casual • Caring • Direct • Simple • Break rules
  45. We talk too much like marketers because we’re not listening to our customers.
  46. Develop pathological empathy for your customer. ~ Ann Handley Empathize
  47. Use first and second person voice.
  48. Actual landing page: marketing jargon
  49. My fix: voice of the customer
  50. The source of the headline idea comes from a customer testimonial.
  51. Actual landing page: marketing jargon
  52. My fix: voice of the customer
  53. The source of the headline idea comes from a customer testimonial.
  54. Offer proof.
  55. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  56. Give your reader ultra-clear directions.
  57. One choice wins.
  58. Use compelling verbs. Start… Try… Reserve… Buy… Get
  59. If you’re not creating a landing page, 
 you’re creating a leading page.
  60. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Overcome Avoid Foil Elude Prevent Displace Remove
  61. 
 You may not transform readers, 
 but you can make them feel good 
 about taking action. www.feldmancreative.com

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