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Copywriting That Converts - Microconf 2013 - By Joanna Wiebe of Copy Hackers

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Check out Joanna Wiebe's 32-slide presentation for Microconf 2013, called Copywriting That Converts: How to Sell Without Selling Your Soul. Targeted at startups who want to sell more and see the value of conversion rate optimization.

What did the participants think? Follow their thoughts in these tweets: https://twitter.com/search?q=%23microconf&src=hash

Published in: Business, Technology
  • @gideon625 hey, ruben, the recorded presentation will be available soon on http://www.microconf.com/ - so be sure to check there for Microconf 2013 (Las Vegas) videos. sorry, but i don't know exactly when the videos will be up.
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  • is there an audio or transcript for this? there were a few slides (5-10) that i am very curious as to how you contrast the hellish and heavenly versions of each one. and i'm especially curious as to why you would stop leading with free. i understand that you don't want to devalue your product/service, but i've also experienced how free as a hook helps people move to a sale. maybe it's how you offer free? very very curious. - ruben

    [update] i just saw that there are notes to go along with the slides! does all lowercase drive you nuts? what's the meaning of life?
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  • @tippo3 thanks! it was an experiment in using photoshop instead of relying on powerpoint
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  • Wow, the design of the slides is AMAZING! Thumbs up!!
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  • @jwmares an 'about' page is a beast unto itself -- but one very worth investing your time and energy into getting right (given that it's known for being in the top 3 pages visited on any site). try a few of these tips on your about page, whether you want to use 'even if' in the headline of your page (e.g., 'we're living proof of how to build an awesome project management tool even if your team is super-small') or word pictures in your bios/descriptions.
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Copywriting That Converts - Microconf 2013 - By Joanna Wiebe of Copy Hackers

  1. 1. The “Even If” Clause• Use the “Even If” Clause• A common objection to buying miracle cures – fromweight loss programs to training courses – is thatpeople don’t believe in themselves enough. They think,“I can’t learn to be an artist. I’m not creative enough.”Or they tell themselves, “My husband would look atme funny if I told him I wanted to start my own webbusiness. Forget it!”•• Enter the Even If. It normally follows a claim, and it’s agreat way to counter any of the previously mentionedobjections about believing in oneself.
  2. 2. Write High-Converting Copy in 2Minutes or Less… Even If YouCan Barely Spell Your Own NameGet Your iPhone Screen FixedToday – Even If It’s Smashed toSmithereens
  3. 3. Gap of Curiosity• Yes, this is another tool about curiosity – but never underestimate the power of curiosity. In his seminal paper“The Psychology of Curiosity”, Dr. George Loewenstein (1994) writes that curiosity can be a driving force strongerthan economic gain. Think about Pandora, Eve and Lot’s wife, and you’ll recognize just how intriguing not knowingeverything yet – or curiosity – can be for people.• Loewenstein contributed something called Information Gap Theory, which holds that an information gap is formedwhen we come across something new or something that our existing knowledge and previous experiences can’texplain. The information gap is home to curiosity. People want to bridge that gap.• Very large and very small information gaps are not ideal for piquing curiosity. But a manageable information gap –one where bridging the gap is just challenging enough – can be stimulating for people. In copy hacking, same goes.• Here’s how to use this tool.• Introduce an idea, action or concept, and connect it with an unexpected, seemingly unrelated outcome.For example, in a crosshead preceding a chunk of text about how your mobile app makes it easy for busy moms toorder healthy dinners from local cooks, you might write, “Your Career Is Making Your Kids Fat, and You Don’t EvenKnow It.”• Write a few paragraphs… without yet bridging the gap.• Finally bridge the gap.How? By tying your copy back to the crosshead and explaining it.• To truly pique your readers’ curiosity, be sure that you quash their belief that they know the answer to the ‘riddle’.They need to be suspended in a state of curiosity for a short period for this tool to have any real impact. Don’t givethe answer away too soon.• This concept is similar to cognitive dissonance, which you may be familiar with. Cognitive dissonance is all abouttelling people something that is almost impossible for them to believe… but not entirely impossible. People thenthink there might be a way what you’re claiming is true, and they keep reading in search of proof.
  4. 4. Your Wife Is More In Love WithYour Business Than With YouThere’s Only 1 Thing You Needto Do to Double Your Business
  5. 5. You Can’t Be Expected to GrowSales Every Month –Not With So Many Hats to Wear
  6. 6. Use Word PicturesNOT BUTFigure out how Crack the codeHow to make more sales online 5 steps to skyrocket your online salesThere’s no substitute for a stress-free life Make the pampered white Persian next door envyyour lifeProof from customers that [product name] works The gun’s still smoking for these [product name]mastersThousands have felt rejuvenated with [productname][Product name] is a hungry leach, sucking up yourbody’s toxins and swallowing them deep downIf your prospects think something is a mystery, position your solution as a way to “crack the code” oras the “decoder ring” they’ve been waiting for. Create an image with your words alone thatgets the visitor to picture themselves climbing up the ivory tower in the dark and slipping the admission letteron the top of the pile. Create an image with your words alone that turns your solution intoa golden key, releasing America’s best and brightest from the shackles of the traditional admissions process.See what I mean?Starting to see the word pictures?You can only do this on long-form pages! Short copy readers wouldn’t stand for it. But long copy readersare engaged by it. They need striking visuals. Word pictures help sell them.
  7. 7. Find Out How to Speak to YourWebsite’s VisitorsvsDecode the Secret Language of YourWebsite’s Visitors
  8. 8. The 3D Rule• I’m sure there’s someone out there who deserves credit for naming this rule, but I learned it solong ago, I have no idea to whom to attribute it. Anyway, the 3D Rule is simply this: message yourincentive in at least 3 different ways.•• So let’s say you’ve decided to offer a bonus baseball cap and a free upgrade to the premiumversion to people who subscribe to your web design course. You know you need to position each ofthose incentives in at least 3 compelling ways, so you write a crosshead and body copy like so:•• * * * * *•• The various ways you can position your incentive include:•• The straightforward way: Save $200 Today• Illuminating the hidden benefits of the incentive• Messaging the benefit of silly tchotchke and the name of amazing bonuses• Showing all the components of the incentive (to improve the sense of value)• Twisting it to show it in a new light• Comparing it to what it’s “like” getting
  9. 9. Does the stress of your student loanwake you at night?…Does your student loan stress giveyou deep, intense headaches?…Is your student loan one of thebiggest worries in your life?

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