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Copywriting, Conversion, and Your Customer's Comfort Zone

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Discomfort is the mother of all conversion killers.
The chief conversion officer: the copywriter.
Appealing to a desire that already exists.
You need to get your customer to 
 agree this is the time and place to take action.
You need to get your customer into a comfort zone.
When readers don’t feel good, they’re gone.
Lack of trust Mystery Common Causes of Discomfort
The key to overcoming confusion is clarity.
Write a clear headline.
We have a disconnect Twitter ad Landing page
A clear connection Twitter ad Landing page
The key to overcoming distraction is focus.
Keep it simple. An effective web page has one job to do.
Landing page: Get the form filled
Build 
 your case
Write what needs to be written. Don’t count characters, but make every character count.
Overcome apathy by making sure nothing begins to feel optional, less urgent. irrelevant.
Application:
 A selling proposition articulates 
 how your offer applies to the reader’s needs.
Benefits:
 Answers the question: what’s in it for me? How to __________________ .
An example of how to (blank)
Context:
 Qualify and disqualify.
Difference:
 What can you deliver unlike anyone else?
Emotions:
 Tap into pleasures and pains with power words.
Context: marketers Difference: focused budgeting Emotions: love

You can’t bore people into buying. If attention is the web’s golden goose, 
 boredom is its rotten egg.
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
Your copy stops working when it feels like work.
Mystery Common Causes of Discomfort
Desire - Friction
 = Conversion rate Give readers what they are looking for: ease.
Introduce ease. • Shortcuts • Fast tracks • Templates • Cheat sheets • Checklists • Assure readers you’re leading them 
 down the fast and easy path
Reduce risk. • “What if” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless
Write conversationally. • Casual • Caring • Direct • Simple • Break rules
We talk too much like marketers because we’re not listening to our customers.
Develop pathological empathy for your customer. ~ Ann Handley Empathize
Use first and second person voice.
Actual landing page: marketing jargon
My fix: voice of the customer
The source of the headline idea comes from a customer testimonial.
Actual landing page: marketing jargon
My fix: voice of the customer
The source of the headline idea comes from a customer testimonial.
Offer proof.
Give your reader ultra-clear directions.
One choice wins.
Use compelling verbs. Start… Try… Reserve… Buy… Get
If you’re not creating a landing page, 
 you’re creating a leading page.

Published in: Marketing
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Copywriting, Conversion, and Your Customer's Comfort Zone

  1. Copywriting, Conversion and Your Customer’s Comfort Zone BARRY FELDMAN
  2. @NEILPATEL @Kissmetrics #KissWebinar @thuelmadsen
  3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Barry Feldman is a content marketing strategist, copywriter and creative director. Barry has been doing online marketing since it existed and writes for Kissmetrics and many top marketing blogs. BARRY FELDMAN Founder, Feldman Creative @feldmancreatitve
  4. @NEILPATEL #KissWebinar @Kissmetrics #KissWebinar @feldmancreative
  5. 1 Section One - Introduction: Copywriting for Conversion Confusion Distraction Apathy Boredom Friction Lack of trust Mystery 2 Section Two - Overcoming Common Causes of Discomfort Section Three - Quick review TABLE OF CONTENTS 3
  6. WATCH WEBINAR RECORDING NOW
  7. Discomfort is the mother of all conversion killers.
  8. The chief conversion officer: the copywriter.
  9. Is conversion the right word?
  10. Do we really change people?
  11. Appealing to a desire that already exists.
  12. You need to get your customer to 
 agree this is the time and place to take action.
  13. You need to get your customer into a comfort zone.
  14. When readers don’t feel good, they’re gone.
  15. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  16. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  17. The key to overcoming confusion is clarity.
  18. Write a clear headline.
  19. We have a disconnect Twitter ad Landing page
  20. Aclear connection Twitter ad Landing page
  21. Watch the language. industry gargon. And… marketing bull. “Executing Real World Operational Strategies to Propel Innovation” “State of the art” “Core competency” “Right-sized”
  22. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  23. The key to overcoming distraction is focus.
  24. Keep it simple. An effective web page has one job to do.
  25. Landing page: Get the form filled
  26. Build 
 your case
  27. Write what needs to be written. Don’t count characters, but make every character count.
  28. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  29. Overcome apathy by making sure nothing begins to feel optional, less urgent. irrelevant.
  30. Application:
 Aselling proposition articulates 
 how your offer applies to the reader’s needs.
  31. Benefits:
 Answers the question: what’s in it for me? How to __________________ .
  32. An example of how to (blank)
  33. Context:
 Qualify and disqualify.
  34. Difference:
 What can you deliver unlike anyone else?
  35. Emotions:
 Tap into pleasures and pains with power words.
  36. Context: marketers Difference: focused budgeting Emotions: love

  37. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  38. You can’t bore people into buying. If attention is the web’s golden goose, 
 boredom is its rotten egg.
  39. 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
  40. 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
  41. Your copy stops working when it feels like work.
  42. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  43. Desire - Friction
 = Conversion rate Give readers what they are looking for: ease.
  44. Introduce ease. • Shortcuts • Fast tracks • Templates • Cheat sheets • Checklists • Assure readers you’re leading them 
 down the fast and easy path
  45. Reduce risk. • “What if” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless
  46. • 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.
  47. Overcome objections.
  48. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  49. Write conversationally. • Casual • Caring • Direct • Simple • Break rules
  50. We talk too much like marketers because we’re not listening to our customers.
  51. Develop pathological empathy for your customer. ~ Ann Handley Empathize
  52. Use first and second person voice.
  53. Actual landing page: marketing jargon
  54. My fix: voice of the customer
  55. The source of the headline idea comes from a customer testimonial.
  56. Actual landing page: marketing jargon
  57. My fix: voice of the customer
  58. The source of the headline idea comes from a customer testimonial.
  59. Offer proof.
  60. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  61. Give your reader ultra-clear directions.
  62. One choice wins.
  63. Use compelling verbs. Start… Try… Reserve… Buy… Get
  64. If you’re not creating a landing page, 
 you’re creating a leading page.
  65. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Overcome Avoid Foil Elude Prevent Displace Remove
  66. 
 You may not transform readers, 
 but you can make them feel good 
 about taking action. www.feldmancreative.com
  67. LOG IN WITH GOOGLE Start Your Free Kissmetrics Trial
  68. BARRY FELDMAN Founder, Feldman Creative @feldmancreative barry@feldmancreative.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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