If your prospective customer isn’t 100% comfortable, you can forget about conversion. This presentation connects the dots between the words you write and the engagement it may or may not achieve. Learn how to put prospects in their comfort zone and “ease” them into doing business with your brand. By www.feldmancreative.com
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”
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
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.