What is copywriting? This copywriting guide will tell you everything about this.
Copywriting is the art and science of writing copy (words used on web pages, advertisements, materials, etc.) that sell your product or service and convince potential customers to take action. In many ways, copywriting can be compared to hiring a sales person to speak to all of your clients. The sales department contacts customers one by one; the copywriter, on the other hand, conquers the attention of the entire audience at once – from billboards, from advertisements in magazines, selling letters, blog posts, etc.
Design, content marketing, SEO and explosive growth techniques are all part of an overall online marketing plan, but copywriting is the link between them. Text gives meaning to design and lays the foundation for content marketing, SEO, and explosive growth. If you improve the copy, more readers will turn into customers, and we want to show you a guide that will give you an edge when writing sales copy for both the Internet and everyday life.
If you can apply copywriting to tell a compelling story while convincing customers of the need for your product, there will be no limits to your business’s growth.
But how do you actually become a good copywriter?
- Is it worth spending countless hours rewriting famous sales letters?
- Should you read hundreds of copywriting books?
- Should you go to college and spend $ 100,000 on another degree?
I think there is a better way to become a world class copywriter. This is an easier way, which practically does not require investment from you and will only take about 30 days.
The first thing I want to point out is that this article is designed to help you become a world-class copywriter , not a master copywriter.
To become a world-class copywriter (top 5%), it only takes about a month of focused, persistent work.
Breaking through that extra four percent and becoming a master copywriter (top 1%) will take you years, if not decades, of practice and dedication.
However, if your entire career is not devoted to copywriting, that kind of effort is unnecessary. If you can’t get out of the realm of good copywriting and become great , the extra four percent just isn’t needed to run your business successfully.
Becoming a world-class copywriter is quite achievable, and it can be done faster than you think.
Why understanding a product is so important
The first step in any copywriting project is to fully understand what kind of product you are selling. David Allgilvey, legendary copywriter, is best known for spending three weeks painstakingly researching a car to come up with a winning Rolls-Royce ad concept. The final version of the headline read: “At 60 mph, the loudest noise in this Rolls-Royce is from an electric clock.” It took him so long to find parts convincing enough to sell the Rolls-Royce.
And if it has taken Mr. Ogilvy so long to find such an important selling characteristic, it is certainly worth spending some time researching the product to see what characteristics will matter to your customers. The real purpose of this chapter is to find out what makes your product unique and what benefits and characteristics will appeal to your customers.
This is the first step for any copywriting project.
The good news is that as a business or blog owner, you already know your product inside and out. You know the characteristics, you understand how it works, and you are familiar with the benefits that the product brings to your customers. This is a great starting point for writing a sales copy. Instead of doing deep research, you can start writing down what you already know. You will not need to spend hours researching the product and taking notes.
On the other hand, it is still worth following the steps in this chapter to get all the information about your product. By fully describing a product, along with a list of its features and benefits, you will retain this important information that you can return to in subsequent chapters. It is better to keep everything in one place so that this information is always at your fingertips.
Therefore, before you start writing a sales text, do the following exercise: write down a description of your product or service. When you’re done, you will know every nuance of what you are selling and have a better idea of how to sell the product.
Describe your product
Start by answering the following questions about the product (you may need to adjust the questions a little if you provide a service rather than sell a product).
To illustrate each step of the process, we will create a hypothetical product that we can refer to in this tutorial, called Simple Survey Tool.
Question 1. How would you describe the product?
To answer this question, describe the product in two or three sentences. The description shouldn’t be very long or detailed, and don’t worry about giving a pretentious answer. Just write down a short description as if you were describing the item to a customer.
How would you describe the product? A simple survey tool makes it easier for businesses to conduct customer surveys and learn more about them. Site owners can ask one or more questions, depending on what they would like to know. Polls appear in pop-ups when visitors visit a company’s website.
Question 2. What is unique / special about this product?
The purpose of this question is to find something unique or special. What does this product give the buyer that others do not have? Is the program developed in the USA? Is it easy to install? Does it provide analytics that other services don’t offer?
Eventually, you will use this information to find a Unique Selling Proposition (USP). USP is something unique that other companies do not offer. Is there something special about your product? Is there something that makes it stand out from the competition? Write down what makes the product special or unique here.
What is unique / special about this product? It is unique in that it includes formulated question templates that allow site owners to create surveys based on recommended methodologies. However, they themselves do not need to be experts in surveys.
The peculiarity of the program is that polls are easy to implement. Companies can install them by adding a small snippet of code to the site. The program is also unique in that it polls visitors as they move around the site.
Question 3. What tangible benefits does the product bring?
You not only need to find out how unique the product is, but also what benefits it brings to your customers. Many companies stop at the description of the product and do not talk about the benefits of its use.
For example, a company may say it offers web analytics software but does not show the benefits of such a service. She should tell clients that the software will help create a more profitable website, bring more revenue from one client, or do something else in this direction. The emphasis should be on the benefits, not just the description of the program.
So what tangible benefits does the product bring?
What tangible benefits does the product bring? The benefit is that it helps site owners learn more information about their visitors while they interact with the site. Owners can quickly find out what questions customers have about a product / service, what characteristics of the product are important to them, etc. This information will help to change the site so that it meets the wishes of the customers, ultimately increasing the conversion rate, which will lead to growth sales.
Question 4. What pain does it relieve?
People usually buy for one of two reasons: to get more pleasure or to reduce pain. In the previous question, we identified the benefits that “bring more pleasure”; and in this question we will determine how much pain will be relieved by this product.
For example, a car insurance company might use a similar headline: “Are you paying too much for car insurance?” The ad will then talk about how most customers overpay for car insurance and how Company X can save them more money (which is similar to what GEICO is currently doing) . The purpose of the ad is to focus on the pain first and then talk about how Company X relieves that pain.
Another option is to focus advertising on the pleasure customers get from saving money. A heading like this could be used: “How will you spend the money saved by [specific car insurance company name here]?” Instead of focusing on pain, the company keeps its focus on the pleasure of switching to another insurer (which is exactly what GEICO did in 2008 with its “Money You Could Save” ad) .
A focus on pain relief is often more effective than a focus on pleasure, but both approaches can be tested to measure their effectiveness.
So what kind of pain does your product relieve? Let’s write this down now.
What pain does it relieve? A simple survey tool makes it easy to survey your site visitors. It is often difficult to know what visitors think and why they do what they do. Companies are left to rack their brains and try to guess the thoughts of their customers. Now, with the help of the Simple Survey Tool, they can easily ask any question that worries them. In addition, the tool provides survey templates to help companies know what questions to ask. They often don’t know what to ask to find out the most important customer information. Our templates make it easy to select questions because they come from studies that have proven to be the most effective. Last but not least, ー A simple survey tool is easy to embed on a site without the need for advanced IT resources.
Question 5. What are the characteristics of the product and what are the benefits of each?
The first thing to do to answer this question is to write down all the characteristics of the product. You may not use all of them in your sales copy, but at least you need to write them all in one place so that they are at your fingertips if you need them. Some products have many characteristics, others less. In any case, list all the characteristics here with a brief description of each.
In addition to the characteristics, be sure to indicate the benefits that each of them brings. We’ll talk about the benefits later, but in a nutshell, customers care more about the benefits of the stats than the stats themselves (but you may still need to include the stats in the text, so be sure to write them down) .
For example, customers are more concerned with high-speed Internet, which helps them watch streaming video without interruption, than Internet, which provides download speeds of 15 Mbps. In this case, “15 Mbps” is the characteristic, and “streaming video without interruptions” is the benefit behind the characteristic. Now write down the characteristics of your product and the corresponding benefits.
What are the characteristics of the product and what are the benefits of each?
Feature # 1. Numerous question formats
Benefit: Businesses can ask questions and get answers in a variety of formats, such as single answer, paragraph of text, multiple choice, checkbox answers.
Feature number 2. Unlimited number of questions
Benefit: In addition to numerous formats, companies can ask as many questions as they like. Polls can be of any length.
Feature No. 4. Own polls
Benefit: Site owners can add logo and brand colors to the survey. This creates a custom survey look that maintains the style of the company on the Internet.
Feature # 5. Instant notifications
Benefit: Survey creators are notified every time someone takes a survey. Companies will know the answers as soon as someone finishes taking a survey.
As you can see from these sample responses, there is a big difference between features and benefits. Features are the technical aspects of a product, and benefits are how those features help customers achieve their goals. It would be nice to write both down, but we’ll talk about the importance of benefits in the next chapter.
Now that we’ve taken some time to study your product and write down its characteristics, let’s move on to another important step in the copywriting process.
Study the clients
Aside from exploring the product inside and out, the most important step in any copywriting project is knowing who you are selling to. And that’s why.
The strategy for selling a product is determined by who you are selling to, what people want to buy, and what will convince them to buy. It’s all about the client, not your company.
If you sell to your mom who is a housewife, you will write differently than if you were selling the product to wealthy top managers. If you are selling to someone on the Fortune 500, you will write differently than if you were selling to startups.
You may ask, “Why is this so important?” This is important because each client group has different hopes, fears, dreams and expectations. Mothers, for example, have different priorities from company leaders. For moms, saving money is more important, while for managers, saving time is more important.
These differences affect how you write and how you sell your product. It also means that you really need to know what attracts your customers.
As you can see, determining who your client is is an important part of the copywriting process.
Studying the audience and their fears, wants and needs is the first step to writing great text.
How to do it?
Put yourself in their shoes first. This should be relatively easy if you are selling a product that solves a problem you once had.
For example, my company Crazy Egg helps entrepreneurs figure out why customers abandon their sites. Quite frankly, it is easy for me to write a text to sell services because I once faced the same problem .
When I write posts for The Daily Egg, there are no hypotheses or guesses in them. It’s like riding bicycles down the mountain. No effort. I know the pain of a high bounce rate on the site. I know how this affects companies. And I know how to fix it. This makes it easier for me to connect with other entrepreneurs who face the same problems.
However, if you are selling a product or service that you yourself have not used (a common problem for freelance copywriters), you need to gain more knowledge about the problem.
This greatly help customer surveys. Instead of guessing what your customers are looking for, just ask them directly.
Ideally, you already have some kind of customer image and can target it.
In fig. Edmundo Rodriguez, 26 Frequent occupations: insurance agent, insurance broker, junior performer. Supporting documents: related materials, training, seminars. Four years of work in his field. Three key motivators: the breadwinner of the family, likes to communicate with clients, wants to build up a portfolio of clients. Job Responsibilities Fulfill the minimum annual sales plan for new companies (30% commission for new companies). Region: small business (up to $ 5 million in profit). Company size: Medium, privately held brokerage company in Southern California. Profile overview
4 years ago, Edmundo started working as a trainee broker in the Los Angeles area. He later became the executive officer for one of the main performers and recently moved to a new sales-focused role as insurance agent / junior executive . His clients are mostly small or medium-sized companies, but he also serves individuals, business owners and their families. And while Ed has attended extensive insurance training, he is always eager to learn more. Pain points
As a junior sales manager, Edmundo still receives a large fixed salary ($ 50K) compared to his commission / variable payroll ($ 15K), but this will change in the future. He urgently needs to start building a client portfolio, since earnings will mainly depend on commissions. What Ed … Does: Builds a dating network. Answers clients’ questions, increasing the level of their education. He appears on social media as an agent. Balances work and family. Speaks: explains to the client how dear he is to the company. Explains its value. Buy my products. Sees: other successful colleagues and business owners, wants to become the same.
He hears: from his wife: “Where is the money? Here are the accounts. ” From clients: “Insurance is expensive.” It is necessary to improve knowledge in the field of insurance. Thinks: “I need to take care of the portfolio of clients.” How to sell more and faster. Reach break-even point or return to maintenance work.
If you are not working directly with your end customer (for example, if you are a ghost-writer or run a copywriting agency), be sure to find a way to interview the end user.
This will allow you to gain a deep understanding of what your audience wants as long as you write the text.
Conduct customer analysis
Answer these 4 questions (again, the questions need to be adjusted slightly for service businesses) :
Question 1. Who is buying your product now?
The first question determines who your current customers are. You can sell to both startups and Fortune 500 companies. In any case, it’s important to understand who your current customers are because you need to know who is paying your bills. (If you haven’t started selling anything yet, skip this question and move on to the next).
Who buys your product? We currently sell to marketing/advertising agencies and startups. We also sold it to several non-profit organizations.
Question 2. Who would you like to see as a client?
The second question determines who you would like to sell to. As mentioned above, you can sell to both startups and Fortune 500 companies, but would prefer to focus on the Fortune 500 because they have a larger budget and are less likely to be price-driven.
It’s okay to ー sell to both groups, but if you want to prioritize one, you’ll write it differently. This is why it is important to know exactly who you are selling to and who your target customers are.
Who would you like to see as a client? We would like to sell to anyone looking to improve their site, but in particular to marketing agencies and startups. This is our first priority because these companies have been our best clients ever since. Going forward, we would like to sell to everyone, including Fortune 500 companies, but for now we want to focus on agencies and startups as they constitute the bulk of our current clients. Plus, if we can get the support of this group, it will give us more credibility to reach larger companies.
Question 3. What does your typical client look like?
The purpose of this question is to create a detailed picture of your typical clients. The rest of the questions give an overview in broad strokes, but this question shows close-ups of individual customers. We’ll focus on a few real customers to figure out what’s important to them.
What does your typical client look like?
Client 1. Marketing agency manager
Description: A marketing agency manager works for a small / medium-sized marketing / advertising agency company. Its mission is to help the agency’s clients achieve their digital marketing goals. He / she creates surveys to find out more information about customers and find out what is important to them.
What’s important to him / her: It is important to have a survey tool that is easy to work with, but which also allows the agency to ask its questions. It is also important to leave the option to customize the survey to match the corporate identity of the companies the agency works with.
Client 2. Marketing Director at a startup
Description: The CMO at a startup works for the company and may be the only hired marketing person. She is responsible for the marketing strategy and the marketing tools the company uses.
What matters to him / her : Its purpose is to have a survey tool that is easy to use and does not involve the organization’s valuable resources. It’s also important that the survey tool doesn’t slow down the company’s website.
Client 3. Marketing Director of a non-profit organization
Description: The director of marketing for a nonprofit organization is responsible for choosing the marketing tools that the company uses. He may be the only marketing employee on the company’s staff, or he may work in a small group.
What matters to him / her: The CMO at a nonprofit organization is interested in using the budget in the most economical way. If possible, he would like to get a discount for a non-profit organization because the price really matters to him. In addition, it is necessary that the tool be easy to implement and that it does not require serious technical assistance, because the IT department does not have time to spend on small projects.
Question 4. What do customers like about your product?
You need to know who your customers are, but you also need to know what they like about your product. What is the most important reason they bought it, and why do they keep coming back?
Prius owners, for example, buy these cars because they are interested in doing their part to preserve the environment. For them, this is more important than the appearance of the car. So Toyota acted wisely, advertised from that angle, and didn’t focus on how seductive the car was (which is good, because the Prius isn’t the nicest car on the road) .
On the other hand, BMW owners care less about their carbon footprint and more about their image. They want a car that shows them successful and elite. For them, image is more important than gas mileage, and this is the main reason they buy a BMW.
In both of these examples, the text needs to focus on what attracts the target audience the most and what people like the most about the product. This will be different for every product, even within the same industry.
So take a moment and think about the main reasons people buy your product. What do they like about him? Once you understand this, write down your answer.
What do customers like about your product? Customers love that Simple Survey Tool is easy to install. IT resources are limited in almost all organizations, and customers love that they can set up surveys without bothering the IT department. They also like to receive instant notifications. Without them, you can forget to check if there are new survey results, so customers love that instant notifications are a built-in feature. Finally, they like that the questions have already been formulated. Many marketing companies don’t know what questions to ask and don’t have the time to become experts at surveying. The pre-formulated questions give them a starting point, so it’s easy to create surveys that will benefit their companies / organizations.
At this stage, you should understand:
- How to describe your product or service in simple and understandable language.
- Key features and benefits of your product / service.
- Great benefit, that is, the main reason (s) for selling your product / service.
- Who are your customers and what is important to them.
The notes you have taken up to this point will serve as a solid foundation for future text.
Write attention-grabbing headlines
Headings can make your copy successful or ruin everything.
It doesn’t matter if you’re writing for ads, new site designs, Facebook posts, or landing pages. Headlines convince readers to click on your article and give your text a fight.
How to write attention-grabbing headlines? There are 3 keys to attention-grabbing headlines.
1. Headings must be unique
The internet and the advertising world are full of copycats and people who seek to plagiarize other people’s content.
Don’t be one of them.
If you want to stand out from the crowd and sell your products, you need unique, attention-grabbing headlines.
2. Headings should be very specific
Once your audience reads the headline, they need to know exactly what they will get from your product or service.
Stay away from general or ambiguous phrases and be very specific about what your potential customers will get (this is where the “elevator speech” comes in handy).
3. The headline should convey a sense of urgency
You need your audience to think about what they will lose if they do not immediately use your product or service.
Are they losing customers? Are they missing out on potential social opportunities? Take advantage of people’s fear of missing an opportunity (FOMO) and your headlines will help your text convert at crazy speed.
Write a compelling sales copy
Copywriting, compared to other forms of writing, is like a different kind of animal.
It doesn’t have to be the art of good writing.
It’s about writing convincingly.
What is a belief?
In fig. Ethos ー authority ー trust Pathos ー emotions ー imagination Logos ー consistency ー logic
- Definition: Belief is a generalized concept of influence . Through persuasion, you can try to influence a person’s views, worldview, intentions, motivation, or behavior.
- In the field of business: in business, persuasion is a process whose purpose is to change the views of a person (group) or behavior in relation to an event, idea, object or other person (people). To convey information, feelings or arguments, written or oral form, or a combination of both, is used.
It doesn’t matter if you are a world master of literature or a literary genius.
If you fail to effectively guide your readers through the correct sequence of steps and ultimately convince them to buy, conversion will suffer.
Here’s my favorite copywriting technique for converting traffic to customers.
Start with a killer proposal describing the benefits
Research by the Nielsen Norman Group has shown that you have very little time to grab the attention of your visitors before they leave the page.
In fact, you usually have a maximum of 20 seconds.
Takeaway: Visitors often leave webpages in 10-20 seconds, but pages with clear benefits can hold people’s attention for much longer. To win a few minutes of user attention, you need to clearly articulate a benefit proposal in 10 seconds.
The primary business challenge is to make it clear what the value proposition is.
There are several ways to do this, but I believe in simplicity.
Overly complex wording tends to weaken the message and confuse people.
What I find most effective is to keep the benefit offer short, compelling and clear.
In fig. Increase Traffic to Your Site Making important changes to your site will increase your traffic. Quick Sprout will show you how to do this.
I think the Moz homepage does this job well as well:
In fig. People perform 5 billion searches every day. Let them find you. Bring Clients to Your Site With comprehensive SEO tracking and analysis tools created by experts in the field. Get started with MozPro Bring Customers to the Front Door With easy list and testimonial management in a comprehensive local search solution. Find out my position in the list of companies for free.
Don’t make them wonder what you have to offer.
With your absolutely clear value proposition, tell them what you are offering in a split second.
To do this, try to condense the essence of your product into a few words.
Move quickly to the benefits
“What does this mean to me?” ー This is what most visitors think when they hear your value proposition.
But here’s the thing.
Most people tend to emphasize characteristics rather than benefits.
But it should be the other way around.
Just take a look at this Venn diagram from ABC Copywriting:
In fig. SELLING TEXT Audience (circle left): Who will read the text? What do they like, what are their priorities, worries and dreams? In what situation will they read the text? Goal (circle on the right): What goal do we want to achieve with the text? Desired client reaction (at the intersection of these circles): What actions do we want from people, what should they think or feel while reading the text? Characteristics (circle below): What does the product or service do? How it works? What is new, different or unique about it? Benefits (intersection bottom left): How are characteristics related to the needs and wants of the audience? How will the product or service help them? Strategy (intersection at bottom right):
How to show characteristics to achieve our goal? What are the most important characteristics / benefits?
Note that benefits are shown as more important than performance.
Of course, you need to explain how the product functions. But you can explain this in more detail later.
First, you must explain how the product satisfies the need or desire.
In other words, explain how your customers’ lives will improve after they buy the product.
Here’s a great example from Moz:
In fig. Save time and tune your workflows Effective SEO takes time, especially when you have to use different tools to get the job done. Save time and customize workflows with Moz Pro’s comprehensive toolkit. We will distribute the data so you can focus on adapting your strategy and get results. Jessica Hill, SEO Manager, 99 Designs: “The Keyword Ranking Tool keeps me on top of fluctuations in ranking, and MozBar lets me quickly navigate the competitive landscape for any given search result.”
In fig. Moz Pro interprets the data so you don’t need to delve into it. Errors on the site? Competitive Analysis? SEO Optimization Opportunities? Moz Pro software finds them and tells you what to do. Still have questions? Use the Explore & Connect tab to ask questions from experts in the Moz community or improve your marketing skills with our selection of SEO sites. Noah Brimhall, Senior SEO at Obility Consulting: “We use Moz’s site audit tool to find bugs on our clients’ sites and prioritize bugs based on bugs and severity. We can see what this error is, what it means and how many of them are on the client’s site. Then we develop tactics to fix them.”
See how potential customers instantly understand the benefits of using the Moz tool?
It will save time and make processes more efficient.
Customers also don’t have to worry about interpreting complex data because Moz will handle the job for them.
When it comes to describing benefits, they can be divided into three main types:
Illustration from ABC Copywriting explains these types of benefits in more detail.
In fig. Tangible: physical, demonstrable, or measurable benefits. In the mind of the reader, make them real and alive. (Market leader, price, quality, value, speed, comfort, usability). Intangible: emotional or psychological benefits that cannot be measured. Connect them to the interests of the reader. (Sensory pleasure ー pleasant to look at, pleasant to taste, smell, hearing or touch. Self-esteem, personal charm, coolness, novelty). Commercial : Companies buy what helps their business grow. Show why the reader’s company needs your product or service. (Save time, make more money, overtake competitors, reduce costs, attract customers).
As they point out, the benefits don’t have to be unique, but they must be compelling.
Keep this in mind when deciding how to show them.
Personally, I think the first step is to highlight the benefits before getting into the details of the specs.
With this approach, future customers should be more receptive and ready to understand the intricacies.
But if you go the other way and talk about the characteristics before demonstrating benefits, you are likely to lose a significant portion of your potential customers.
I just informed you.
Now explain the characteristics
“What’s in the box?”
This is what Brad Pitt’s character David Mills wanted to know in the final scene of Seven.
While the contents of that box were pretty awful (the severed head of his wife), this question demonstrates the importance of promptly communicating to prospective customers what they’ll get when they make a purchase.
In other words, let them know what’s in the box.
They already know what you are offering and what the benefits are.
Now it’s time to briefly describe the characteristics of your product.
Again, I feel like Moz does everything flawlessly, so I’ll use this example:
In fig. Ranking Track your site’s search engine rankings for keywords weekly, as well as the positions of competitors
In fig. Global Position Tracking Track keywords in Google, Bing, Yahoo in 200+ countries weekly, segment them by campaigns, keyword labels and location. Search Engine Visibility Express your overall ranking dynamics using a single metric based on ranking and click-through rates. Tracking the positions of competitors Find out who your main competitors are and compare the dynamics of changes in yours and their positions. Local Ranking Track rankings for location-related keywords at the level of the country, city and area where you live.Mobile SERP ranking
Compare your rankings in the mobile SERP with those in the SERP on a PC and track the metrics of the mobile version. General and Advanced Search Rankings Find out what features of search results are driving traffic to your site.
I prefer to show characteristics as a bullet point or create short, small blocks like Moz does.
The “digestibility” of information is enormous, and you need to present the characteristics of your product in an easy-to-understand and intuitive way.
You also need to touch on the details to show how your product differs from the competition and to add a sense of value.
This is how I did it with Quick Sprout:
Get to Know the Quick Sprout Platform
If you want to drive more traffic, Quick Sprout helps you get down to business and shows you which improvements are important.
Make decisions like a person Your analytics data is more than numbers and graphs. Celebrate your accomplishments by knowing exactly what is happening on your site.
Get notified of important changes When traffic increases, Quick Sprout sends you a notification so you can take action and fix something quickly.
Develop. Learn. Repeat With Neil Patel’s marketing knowledge, Quick Sprout helps you learn the what, why, and how by continually driving traffic to your site.
Keep your copy simple, but add a few key details that explain why your product is awesome.
Strong call to action (CTA)
By now, your potential customers should understand what your product is, how it will benefit them, and what its features are.
Your final task is to tell them what to do next.
In other words, it’s time to write a call to action.
You can compare this to a boss fight in the final level of a video game.
This may be the most difficult aspect of the process, but if you did what you should have done in the previous steps, you will see a significant conversion rate.
Again, simplicity reigns supreme, and I see no reason to complicate your call to action.
This is how I approach it in Quick Sprout:
Figure: Sign up to make even more changes to your site and improve it Quick Sprout is the easiest way to find out what’s happening on your site and how to improve it to drive more traffic.
And here’s what the call looks like on NeilPatel.com:
In fig. Click on the button below to submit your application. My team will contact you as soon as possible to schedule an appointment via chat.
Reserve a confidential consultation with Neil
Please note that it is very clear what kind of action I expect from potential customers.
As always, I highly recommend doing at least some basic A / B testing of your call to action to see which one performs better.
Some specific elements of testing include:
- button style,
- button color,
Be unrealistically persuasive
Well, we’ve covered the basic structure of good copywriting.
The general structure of the landing page should be something like this:
- Value proposition.
- Call to action.
But how can you make sure that you are pulling the right strings and that you are more convincing?
Obviously the value proposition and benefits will motivate, but here are some other things I find effective.
Make your content crawlable
I’m not going to start a huge sermon on the importance of creating crawlable content.
You probably already know that people on the Internet read content differently than they do in real life.
But if you want to effectively lead prospective customers from point A (value proposition) to point B (call to action), lightly scanning the text between A and B will help.
Fortunately, the formula for crawled content is pretty simple.
Just add subheadings, bullet points, and a fair amount of white space.
Experienced Apple marketers do this beautifully on the MacBook Pro landing page .
Here are a couple of screenshots:
Use persuasive words
An article on the Business 2 Community website talks about three different types of our brains:
- limbic brain
- “Reptilian” brain.
According to the article,
“… The“ reptilian ”brain is the part that governs decisions, and it also turns out to be the most primitive. Thus, the words you use to sell to the “reptilian” brain will often be the most direct, simple, exciting, imaginative you have. “
So when it comes to copywriting, it’s about using very compelling words that make “the old part of the brain activate.”
Here is a list of those words:
In fig. A complete list of words and phrases that convert New , sensational, extraordinary, secret, tell us, inspire, take, you , introducing, improvement, amazing, free , because , unexpectedly, now, announcing, help, promote, increase, create, open, instantly . +100 more at blog.bufferapp.com
And according to research, the five most compelling words in English are blue words:
If you insert these words throughout the text in key places, it should have a noticeable impact on conversions.
This is the last question, and it is very important.
Social proof in your writing is like the icing on the cake.
In fact, it was one of the six principles of persuasion by Robert Cialdini,
“… which claims that people are especially prone to do certain things if they can put themselves in the shoes of people who have done the same things before them.”
I will not go into all the glaring details of social evidence here.
But I will say that reviews are usually ー the best rate, all other things being equal.
You can also use evidence such as:
- social media logos,
- subscriber counters,
- social connections (the number of your subscribers),
- mentioning clients you have worked with.
Just be practical and provide whatever kind of social proof you think would most convince your prospective clients to take action.
Putting it all together
To tie it all together, we’d like to give you a checklist that you can use for all of your sales copy.
This list will remind you of what you have learned and allow you to use all of the tactics in this guide.
Here’s a list:
Start by examining your product and customers, list the benefits and characteristics of the product, and identify who your customers are.
- How would you describe the product?
- What is unique / special about it?
- How much benefit does it bring?
- What pain does it relieve?
- What characteristics does it have, and what are the benefits of each?
- Who is buying your product now?
- Who would you like to see as your client?
- Describe your typical client.
- What do customers like about your product?
Interview your customers to find out more about them and find out what words they use to describe your product or service.
- What is your position?
- What company do you work for?
- How would you describe our product to a friend or colleague?
- What questions did you have before the purchase, that is, what almost prevented you from making a purchase?
- What ultimately convinced you to buy this product?
- What characteristics were most important to you when making a purchasing decision?
- What were you hoping to achieve with this product?
Write an attention-grabbing headline that converts using the four Y’s for the headline.
- Your title should be U nical.
- Your headline should be U ltra-specific.
- Your headline must convey the feeling I zhasnoy urgency.
- Your headline should bear have beditelnuyu favor.
Use four persuasion techniques from professional copywriters.
- Emphasize benefits first, characteristics second.
- Be as specific as possible.
- Focus on emotions.
- Use testimonials.
Make sure your copy isn’t focused on your person and follow six more tips for better writing.
- Write in colloquial words.
- Create a slippery slide effect.
- Write quickly.
- Use simple language.
- Use short paragraphs.
- Always edit the text.
Follow five more secrets to create powerful copy that convinces customers to buy.
- Engage your sense of belonging.
- Create a sense of exclusivity.
- Prove the value of your product.
- Establish yourself as an expert.
- Please state “reasons to buy”.
Close the deal with text using the following four tips.
- Use calls to action.
- Create a sense of urgency.
- Make a compelling offer.
- Provide a guarantee.
Find out when to use long and short text by following the rules below.
- Write as much as you need, but no more.
- Use long text to fight off more objections.
- Remember, sometimes shorter text is better.
- Keep in mind that people read what they are interested in.
Learn how to use design and text for optimal results.
- Use the design to set the stage for your proposal.
- Remember that the purpose of your text is to be read.
- Use high contrast fonts and backgrounds.
- Make sure the font doesn’t get lost in the background.
- Use graphics to draw readers’ attention to headlines and text.
- Use reversed type with caution.
Finally, you need to test, test, and retest the text to make sure it resonates with your customers and encourages them to take action. The four test item options are listed below.
- Design and layouts.
This is ultimately a pretty long list. We hope that reading this guide will give you the opportunity to write text that will help grow your business and increase the number of responses and conversions.