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10 Conversion-Killing Copy Mistakes (And How to Fix ’Em): Joel Klettke #UtahDMC 2019

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On Friday, August 24th, Joel Klettke presented at the 4th Annual Utah Digital Marketing Collective Conference:

Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018

Joel Klettke is a conversion copywriter and consultant. He runs Business Casual Copywriting, where he’s helped clients like HubSpot, InsightSquared and WP Engine turn more visitors into customers. He's also the founder of Case Study Buddy, a done-for-you case studies service that gives brands an easy way to capture and share customer success stories. And as a new Dad, he could definitely use a coffee right now. You can follow him on Twitter @JoelKlettke.

Session Description

Struggle to write effective copy -- or even get started writing at all?
Not seeing the conversions you want? You’re not alone -- writing persuasive copy is hard!

In this session, I’ll share 10 of the most common mistakes I see businesses making with their website, email, and ad copy — and how to avoid falling into the same pitfalls.

You’ll learn...

The MOST important thing to consider when writing for your audience
A foolproof technique for keeping copy focused and organized
How to know whether your copy should be long, short, or somewhere in between
Why you should NEVER write copy in a vacuum (unless you want it to suck)
And more!

Published in: Marketing
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10 Conversion-Killing Copy Mistakes (And How to Fix ’Em): Joel Klettke #UtahDMC 2019

  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‘d” all over your copy.
  5. 5. Your leads don’t care about you.
  6. 6. EXAMPLE: WE, WE, WE!
  7. 7. EXAMPLE: YOU, YOU, YOU!
  8. 8. Talk pains, gains, and verbs over nouns. Instead of… Write… “We strive to…” “Get more leads with…”
  9. 9. Talk pains, gains, and verbs over nouns. Instead of… Write… “We strive to…” “Get more leads with…” “Our services include…” “Grow your business with a team who can…”
  10. 10. Talk pains, gains, and verbs over nouns. Instead of… Write… “We strive to…” “Get more leads with…” “Our services include…” “Grow your business with a team who can…” “We deliver more traffic…” “Get (outcome) without (pain)”
  11. 11. 80/20
  12. 12. You wrote in a vacuum (and that sucks.)
  13. 13. You can’t sell to a customer you don’t understand.
  14. 14. Pain Points Anxieties PrioritiesOutcomes
  15. 15. Have structured conversations with customers and leads.
  16. 16. B Before D During A After
  17. 17. BEFORE: PAINS “What was going on in your business that sent you looking for a solution?”
  18. 18. BEFORE: PRIORITIES “What else did you try, and what didn’t you love about it?”
  19. 19. BEFORE: ANXIETIES “What almost kept you from choosing to work with us?”
  20. 20. BEFORE: DESIRED OUTCOMES “What does success look like for you?”
  21. 21. DURING: ANXIETIES “What was your 1st impression of ____ after…”
  22. 22. DURING: PRIORITIES + OUTCOMES “What part of ___ do you find most valuable, and why?”
  23. 23. AFTER: POSITIONING “If a peer asked why they should choose ____, what would you tell them?”
  24. 24. AFTER: OUTCOMES “What can you do now, or do better…?”
  25. 25. Take that language. Mirror it.
  26. 26. You assumed your leads knew things they didn’t.
  27. 27. Awareness changes the conversation.
  28. 28. 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, but it cleans more thoroughly since it can reach even the tightest crevasses. You can get that truly clean feeling around your entire mouth without going soggy, breaking, or jabbing you in the gums. Plus, it’s peppermint flavored! I have floss right here. It’s just $0.50 a pack, so you’ll save $1.00!” DIFFERENT CONVERSATIONS…
  29. 29. MOST AWARE I know your product solves my problem. What’s the deal?
  30. 30. MOST AWARE Tell ‘em the deal.
  31. 31. PRODUCT AWARE I know about your product, but is it right for me?
  32. 32. PRODUCT AWARE Reinforce desire, differentiate, and prove your solution.
  33. 33. SOLUTION AWARE I know the results I want, but not how your product will deliver them.
  34. 34. SOLUTION AWARE Show them the “how,” prove it, and give desire a goal.
  35. 35. PROBLEM AWARE I know I’ve got a problem, but I’m not sure how to solve it.
  36. 36. PROBLEM AWARE Agitate pain, build empathy, and lay out the “what.”
  37. 37. COMPLETELY UNAWARE I have opinions, beliefs, and ideas, but no problem I’m aware of.
  38. 38. COMPLETELY UNAWARE Speak to their current state of mind.
  39. 39. Finding awareness 1. Poll: “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?
  40. 40. You let design lead copy right off of a cliff.
  41. 41. Ideal: Write, wire, design. Realistic: Iterate together.
  42. 42. Define a baseline. “These types of sections, in this order, because…” EXAMPLE: THE NEW CASE STUDY BUDDY.COM
  43. 43. Write. Wire. Evolve. EXAMPLE: THE NEW CASE STUDY BUDDY.COM
  44. 44. +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
  45. 45. You forgot (or buried) the “So what?”
  46. 46. Your leads need to see an immediate, obvious benefit.
  47. 47. SAD EXAMPLE: TOO CLEVER, NOT CLEAR
  48. 48. SAD EXAMPLE: WHAT, BUT NOT WHY
  49. 49. SAD EXAMPLE: WARM-UP COPY KILLS KITTENS Warm-up copy The good stuff!
  50. 50. GOOD EXAMPLE: APRIO.NET So you can…
  51. 51. GOOD EXAMPLE: IN AN EMAIL “So what?” And again!
  52. 52. 1. Finish the sentence, “So you can…” 2. Start with the “why” + spoil the ending. 3. Delete your “warm up” copy.
  53. 53. You got things all mixed up and the convo got weird.
  54. 54. . . . . . . ! ! ! !!!
  55. 55. 1. Start with awareness. 2. Define customer Q’s. 3. Answer them. 4. Prioritize.
  56. 56. 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?
  57. 57. EXAMPLE: TRAFFIC THINK TANK 1. What is TTT? 2. How will life improve? 3. Why not read blogs (for free?) 4. What do I get? 5. Why is this credible? 6. What next?
  58. 58. EXAMPLE: TRAFFIC THINK TANK
  59. 59. EXAMPLE: TRAFFIC THINK TANK
  60. 60. EXAMPLE: TRAFFIC THINK TANK
  61. 61. EXAMPLE: TRAFFIC THINK TANK
  62. 62. You weren’t specific.
  63. 63. Nobody wants “high quality.” They want what it MEANS.
  64. 64. WOULD YOU RATHER BUY… A “high quality” pillow Plush comfort and ample neck support to help you sleep through the night.
  65. 65. WOULD YOU RATHER BUY… A “high quality” pillow “Powerful analytics” Plush comfort and ample neck support to help you sleep through the night. Go from wondering to acting with sales answers on demand.
  66. 66. 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.
  67. 67. EXAMPLE: INSPECIFICITY IS BORING.
  68. 68. EXAMPLE: “WELL… WHAT MATTERS?”
  69. 69. 1. Conduct a specificity sweep: + “Is it specific?” + “Did I connect the dots?” + “Does it paint a picture?” + “Imagine…” 2. Ask “Why?” two to three times.
  70. 70. You call to action makes people feel weird.
  71. 71. EXAMPLE: AMBIGUITY What’s going to happen next?
  72. 72. EXAMPLE: CLARITY
  73. 73. EXAMPLE: WHAT STANDS OUT?
  74. 74. EXAMPLE: OOPS. 1 2
  75. 75. Finish the sentence “I want to __________”
  76. 76. Combine: Outcome + Action
  77. 77. EXAMPLE: I WANT TO… Desired outcome Required action
  78. 78. EXAMPLE: I WANT TO…
  79. 79. 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.
  80. 80. You made your great copy totally unreadable.
  81. 81. EXAMPLE: FISHING WEBSITES
  82. 82. EXAMPLE: NO HIERARCHY
  83. 83. EXAMPLE: CLEAR HIERARCHY AND FOCAL POINT
  84. 84. EXAMPLE: LONG SENTENCES
  85. 85. EXAMPLE: SHORT SENTENCES AND LINE BREAKS
  86. 86. 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
  87. 87. You made big, fat promises without any proof.
  88. 88. EXAMPLE: UNSUPPORTED HYPERBOLE Was there a contest? How do I know?
  89. 89. Why should I believe you? EXAMPLE: UNSUPPORTED METRICS
  90. 90. Now that’s more like it! EXAMPLE: UNSUPPORTED METRICS
  91. 91. Use social proof… 1. Near areas of friction (like pricing) 2. To support big, bold claims 3. To counter (real) objections
  92. 92. EXAMPLE: AREAS OF FRICTION
  93. 93. EXAMPLE: BUILDING TRUST/REPLACING A CLAIM
  94. 94. EXAMPLE: COUNTERING OBJECTIONS
  95. 95. 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
  96. 96. That’s enough out of me. Questions? Read my stuff/give me all your money: Be my internet pal: @JoelKlettke • BusinessCasualCopywriting.com • CaseStudyBuddy.com

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