How to Write Copy That Converts Visitors Into Customers

© eGenie www.egenie.biz
Writing Good Copy

Who are eGenie?

How do you do that?
We fix two problems that all website owners face:
 Visitors do not come to my site…
 Visitors do not convert into Customers…

eGenie is a one stop shop:
• Define goals
• Define KPIs
• Keyword Research
• Write copy
• Build website
• With SEO and conversion in mind!
• Market
• Email
• Social Campaigns
• Referrals
• PPC
• Organic SEO
• Offline Marketing
We analyse and test everything.
Change what isn’t working and repeat.

Introduce yourself
 Name
 Company
 What copy do you write?
 What are you looking for today?

Copy for what?
 Website
 Blog
 Email
 Sales Letter

Structure - AIDA
 Attention
 Interest
 Desire
 Action

Understand your reader
“The aim of marketing is to understand the customer so well
that the product or service fits him and sells itself”.
 Who are your customers?
 What do they want?
 What motivates them to “buy”?
 What are they scared of?
 Do they have their own vocabulary?

Understand your Objective
 Is it the right objective?
 What’s in it for the reader?
• Benefits, not Features
 Why wouldn’t the reader take the “CTA”?

Your Headline
 Must grab attention
• On average, 8 out of 10 people will read your headline
copy, but only 2 out of 10 will read the rest
 Spend as long on this as the rest of the copy!
 Is it strong enough to make the user want more?
 Do it first!
 (N.B. Twitter is just a headline!)

Good Headlines - UrbanDaddy
Headlines that make you want to open your emails
Straight to the point

Your Headline
The “How To” Headline
• “How to craft perfect headlines”
The “Secrets” Headline
• “The secrets to crafting a perfect headline”
 The “7 steps” Headline
• “7 steps to crafting the perfect headline”
 The “Guarantee Headline”
• “A perfect headline every time, guaranteed!”

Power words
• You
• Free
• Money
• New
• Help
• Guaranteed
• Fast
• Easy
• Love
• Discover
• Proven
• Save
• Results
• Increase
• £15,312 (an exact amount!)

Tone of voice
 Must be you
 A mixture of:
• Personality
• Character
• Humour
 Unique

Humour
Keep it light
Pleasing the majority
On rare occasions the absurd humour works…

eBays Used Wetsuit Ad
How much would you pay for a used wetsuit?
I bought this wetsuit brand-new last year and have worn it a fair bit. When I say 'fair' I
reckon about 20 times, but then probably more like 30…
… I take care of my body and shower at least once a day and always moisturise
… it has no creases and looks lovely. My friend Gaz has got a wetsuit that he doesn't look
after and it looks like an Elephant's arse, all wrinkled, a bit like an old man's testicle
…You're probably thinking "People p*ss in wetsuits, I'm not sure about a second hand
wetsuit", but believe it or not I have NEVER urinated in this suit
…I've included a picture of a bear using a urinal, this is how I normally use the toilet, notice
that the animal is not wearing a wetsuit. Although I am not a bear…

eBays Used Wetsuit Ad – The Result
Companies and magazines donated more items to
the auction
Had 113 bids on his used wetsuit
Winning bid £8,999

Tone of voice - hints
Write as you would say it
• Imagine a chat with a friend
• Common, everyday words
• Ignore the writing conventions you learnt at school!
• Read it out loud – is it you?

Avoid sounding like a Thesaurus
“Wanted: a hollow place in a solid mass of hard, fibrous substance
Carpenters, with one little boring unit made from the 22nd element of
the periodic table you can create a precise aperture in any piece of
wood. And, behold, with the ergonomic grip zone constraining is done
with amenity and gratification. Visit any one of our facilities if you are
predisposed to acquiring a unit.”
Can you tell this is a sales copy for a cordless drill?

Personality
Contractions
• Don’t, you’ll
Involvement
• Less “me”, more “you”
Slang
• Gunna, 24/7, thx, cheers
Grammar

Use Stories
 Relevant
 Interesting
 Correct length?
 Use Your Testimonials
 Create Case Studies

Benefits, not Features
 “People don’t want to buy a hole”
 Make a list of benefits for each feature
Be specific
Benefit
…
Feature
…

Appeal to emotions
To be healthy
To be wealthy
To be secure
To be popular
To be good looking
To have free time
To have fun
To have inner peace

Establish your credibility
 Testimonials
• With names and photos
 Before and after
• Again, pictures

What path does the reader take?
 Headings
 Sub-headings
 Image captions
 Bullet Points
 Emboldened / italic text
 Highlighted areas

Use bullets and lists
 Why?
• Look better
• Easier to read
• More understandable
How?
• Put most important at the top

Make the offer
Stand out and grab attention
Dead simple
Prove what you are selling works
Have a deadline
Make you a profit!

Close the copy and get the sale
 Summarise
 Tell them what to do

Edit your copy
 Leave it for a while and come back to it
 Read it out loud
 Give it to other people to read

Checklist
• Understand the reader
• Understand your objectives
• Think of the reader’s path
• Establish credibility
• Appeal to emotions
• Benefits not features
• Close!
• Headlines
• Highlighted text
• Stories
• Bullets / Lists

Any questions?
info@eGenie.biz
www.eGenie.biz
01245 790388

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