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Copy, Conversion and Your Customer’s
Comfort Zone
How are you
feeling?
Discomfort is the mother of all
conversion killers.
The chief conversion officer:
the copywriter.
Is conversion the right word?
Do we really change people?
Appealing to a desire that already exists.
You need to get your customer to 

agree this is the time and place to
take action.
You need to get your customer into a
comfort zone.
When readers don’t feel good,
they’re gone.
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ys...
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ys...
The key to overcoming confusion is
clarity.
Write a clear
headline.
We have a
disconnect
Twitter ad
Landing page
A clear
connection
Twitter ad
Landing page
Watch the language.
industry gargon.
And…
marketing bull.
“Executing Real World Operational Strategies to Propel Innovatio...
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ys...
The key to overcoming distraction is
focus.
Keep it
simple.
An effective web page has one job to do.
Landing page:
Get the form filled
Build 

your case
Write what needs to be written.
Don’t count characters, but make every
character count.
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ys...
Overcome apathy by making sure
nothing begins to feel
optional,
less urgent.
irrelevant.
Application:

A selling proposition articulates 

how your offer applies to the
reader’s needs.
Benefits:

Answers the question:
what’s in it for me?
How to __________________ .
An example of
how to (blank)
Context:

Qualify and
disqualify.
Difference:

What can you deliver unlike
anyone else?
Emotions:

Tap into pleasures and pains with
power words.
Context: marketers
Difference: focused budgeting
Emotions: love

Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ys...
You can’t bore people into
buying.
If attention is the web’s golden goose, 

boredom is its rotten egg.
Make it fun.
• Lighten up
• Tell a story
• Push emotional buttons
• Ask questions
• Introduce characters
• Speak to memori...
Give it rhythm.
• Brief opening paragraph
• More paragraph breaks
• Vary sentence length
• Subheads
• Bulleted lists
• Pho...
Your copy stops working when it feels like
work.
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ys...
Desire - Friction

= Conversion rate
Give readers what they are looking for:
ease.
Introduce ease.
• Shortcuts
• Fast tracks
• Templates
• Cheat sheets
• Checklists
• Assure readers you’re leading them 

d...
Reduce risk.
• “What if” always lingers in the reader's mind
• Introduce safety nets
• Address fears with reasons to be fe...
• Help readers imagine the satisfaction 

of realizing a positive outcome
• Share the problem… 

“I once had the same prob...
Overcome
objections.
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ys...
Write
conversationally.
• Casual
• Caring
• Direct
• Simple
• Break rules
We talk too much like marketers because
we’re not listening to our customers.
Develop pathological empathy for your customer.
~ Ann Handley
Empathize
Use first and second person
voice.
Actual landing page: marketing jargon
My fix: voice of the customer
The source of the headline idea comes from a customer testimonial.
Actual landing page: marketing jargon
My fix: voice of the customer
The source of the headline idea comes from a customer testimonial.
Offer
proof.
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ys...
Give your reader ultra-clear directions.
One choice wins.
Use compelling verbs.
Start… Try… Reserve… Buy… Get
If you’re not creating a landing page, 

you’re creating a leading page.
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ys...


You may not transform readers, 

but you can make them feel good 

about taking action.
www.feldmancreative.com
Copywriting, Conversion and Your Customer's Comfort Zone
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Copywriting, Conversion and Your Customer's Comfort Zone

You can examine your sales funnel and buying cycle matrix all you like, but in the age of new media, the prospect controls his or her path. 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. You’ll understand how to put prospects in their comfort zone and “ease” them into doing business with your brand. www.feldmancreative.com

Copywriting, Conversion and Your Customer's Comfort Zone

  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 onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  12. 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
  13. The key to overcoming confusion is clarity.
  14. Write a clear headline.
  15. We have a disconnect Twitter ad Landing page
  16. A clear connection Twitter ad Landing page
  17. 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. 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
  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 onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  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 onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  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 onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
  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.
  44. 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
  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.
  56. 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
  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

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