Copywriting, Conversion and Your Customer's Comfort Zone
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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
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Copywriting, Conversion and Your Customer's Comfort Zone
- 1. Copy, Conversion and Your Customer’s Comfort Zone
- 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.
- 15. We have a disconnect 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.
- 27. Application: A selling proposition articulates how your offer applies to the reader’s needs.
- 28. Benefits: Answers the question: what’s in it for me? How to __________________ .
- 29. An example of how to (blank)
- 31. Difference: What can you deliver unlike anyone else?
- 32. Emotions: Tap into pleasures and pains with power words.
- 33. Context: marketers Difference: focused budgeting Emotions: love
- 34. 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
- 35. You can’t bore people into buying. If attention is the web’s golden goose, boredom is its rotten egg.
- 36. 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
- 37. 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
- 38. Your copy stops working when it feels like work.
- 39. 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
- 40. Desire - Friction = Conversion rate Give readers what they are looking for: ease.
- 41. Introduce ease. • Shortcuts • Fast tracks • Templates • Cheat sheets • Checklists • Assure readers you’re leading them down the fast and easy path
- 42. Reduce risk. • “What if” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless
- 43. • 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.
- 45. 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
- 46. Write conversationally. • Casual • Caring • Direct • Simple • Break rules
- 47. We talk too much like marketers because we’re not listening to our customers.
- 48. Develop pathological empathy for your customer. ~ Ann Handley Empathize
- 49. Use first and second person voice.
- 50. Actual landing page: marketing jargon
- 51. My fix: voice of the customer
- 52. The source of the headline idea comes from a customer testimonial.
- 53. Actual landing page: marketing jargon
- 54. My fix: voice of the customer
- 55. The source of the headline idea comes from a customer testimonial.
- 56. Offer proof.
- 57. 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
- 58. Give your reader ultra-clear directions.
- 59. One choice wins.
- 60. Use compelling verbs. Start… Try… Reserve… Buy… Get
- 61. If you’re not creating a landing page, you’re creating a leading page.
- 62. 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
- 63. You may not transform readers, but you can make them feel good about taking action. www.feldmancreative.com