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

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”

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.

24. Overcome apathy by making sure nothing begins to feel optional, less urgent. irrelevant.

26. Application:  A selling proposition articulates   how your offer applies to the reader’s needs.

27. Benefits:  Answers the question: what’s in it for me? How to __________________ .

28. An example of how to (blank)

29. Context:  Qualify and disqualify.

30. Difference:  What can you deliver unlike anyone else?

31. Emotions:  Tap into pleasures and pains with power words.

32. Context: marketers Difference: focused budgeting Emotions: love 

34. You can’t bore people into buying. If attention is the web’s golden goose,   boredom is its rotten egg.

35. 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

36. 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

37. Your copy stops working when it feels like work.

39. Desire - Friction  = Conversion rate Give readers what they are looking for: ease.

40. Introduce ease. • Shortcuts • Fast tracks • Templates • Cheat sheets • Checklists • Assure readers you’re leading them   down the fast and easy path

41. Reduce risk. • “What if” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless

42. • 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.

43. Overcome objections.

45. Write conversationally. • Casual • Caring • Direct • Simple • Break rules

46. We talk too much like marketers because we’re not listening to our customers.

47. Develop pathological empathy for your customer. ~ Ann Handley Empathize

48. Use first and second person voice.

49. Actual landing page: marketing jargon

50. My ﬁx: voice of the customer

51. The source of the headline idea comes from a customer testimonial.

52. Actual landing page: marketing jargon

53. My ﬁx: voice of the customer

54. The source of the headline idea comes from a customer testimonial.

55. Offer proof.

57. Give your reader ultra-clear directions.

58. One choice wins.

59. Use compelling verbs. Start… Try… Reserve… Buy… Get

60. If you’re not creating a landing page,   you’re creating a leading page.

61. 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

62.   You may not transform readers,   but you can make them feel good   about taking action. www.feldmancreative.com

Copywriting for Conversion

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