Copywriting, Conversion and Your Customer's Comfort Zone - PowerPoint PPT Presentation

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Copywriting, Conversion and Your Customer's Comfort Zone
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Copywriting, Conversion and Your Customer's Comfort Zone

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  1. Copy, Conversion and Your Customer’s Comfort Zone

  2. How are you feeling?

  3. Discomfort is the mother of all conversion killers.

  4. The chief conversion officer: the copywriter.

  5. Is conversion the right word?

  6. Do we really change people?

  7. Appealing to a desire that already exists.

  8. You need to get your customer to 
 agree this is the time and place to take action.

  9. You need to get your customer into a comfort zone.

  10. When readers don’t feel good, they’re gone.

  11. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort Confusion Distraction Apathy Boredom Friction Lack of trust Mystery \\ Mystery Lack of trust Friction Boredom Apathy Distraction Confusion

  12. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort Confusion Distraction Apathy Boredom Friction Lack of trust Mystery \\ Mystery Lack of trust Friction Boredom Apathy Distraction Confusion

  13. The key to overcoming confusion is clarity.

  14. Write a clear headline.

  15. Twitter ad We have a disconnect Landing page

  16. Twitter ad A clear connection Landing page

  17. Watch the language. industry gargon. marketing bull. And… “State of the art” “Core competency” “Right-sized” “Executing Real World Operational Strategies to Propel Innovation”

  18. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort Confusion Distraction Apathy Boredom Friction Lack of trust Mystery \\ Mystery Lack of trust Friction Boredom Apathy Distraction Confusion

  19. The key to overcoming distraction is focus.

  20. Keep it simple. An effective web page has one job to do.

  21. Landing page: Get the form filled

  22. Build 
 your case

  23. Write what needs to be written. Don’t count characters, but make every character count.

  24. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort Confusion Distraction Apathy Boredom Friction Lack of trust Mystery \\ Mystery Lack of trust Friction Boredom Apathy Distraction Confusion

  25. 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


  33. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort Confusion Distraction Apathy Boredom Friction Lack of trust Mystery \\ Mystery Lack of trust Friction Boredom Apathy Distraction Confusion

  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.

  38. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort Confusion Distraction Apathy Boredom Friction Lack of trust Mystery \\ Mystery Lack of trust Friction Boredom Apathy Distraction Confusion

  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. Speak to the dream. • Help readers imagine the satisfaction 
 of realizing a positive outcome • Share the problem… 
 “I once had the same problem you’re facing”

  43. Overcome objections.

  44. Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort Confusion Distraction Apathy Boredom Friction Lack of trust Mystery \\ Mystery Lack of trust Friction Boredom Apathy Distraction Confusion

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

  48. Use first and second person voice.

  49. Actual landing page: marketing jargon