Copywriting, Conversion, and Your Customer's Comfort Zone
Discomfort is the mother of all conversion killers. The chief conversion officer: the copywriter. 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. Lack of trust Mystery Common Causes of Discomfort 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 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. 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 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 memories, values, dreams • Use your sense of humor • And remember who you are talking about… The reader Your copy stops working when it feels like work. Mystery Common Causes of Discomfort 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 down the fast and easy path Reduce risk. • “What if” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless 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. 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.
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Copywriting, Conversion, and Your Customer's Comfort Zone
- 1. Copywriting, Conversion and Your Customer’s Comfort Zone BARRY FELDMAN
- 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Barry Feldman is a content marketing strategist, copywriter and creative director. Barry has been doing online marketing since it existed and writes for Kissmetrics and many top marketing blogs. BARRY FELDMAN Founder, Feldman Creative @feldmancreatitve
- 5. 1 Section One - Introduction: Copywriting for Conversion Confusion Distraction Apathy Boredom Friction Lack of trust Mystery 2 Section Two - Overcoming Common Causes of Discomfort Section Three - Quick review TABLE OF CONTENTS 3
- 6. WATCH WEBINAR RECORDING NOW
- 7. Discomfort is the mother of all conversion killers.
- 8. The chief conversion officer: the copywriter.
- 9. Is conversion the right word?
- 10. Do we really change people?
- 11. Appealing to a desire that already exists.
- 12. You need to get your customer to agree this is the time and place to take action.
- 13. You need to get your customer into a comfort zone.
- 14. When readers don’t feel good, they’re gone.
- 15. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
- 16. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
- 17. The key to overcoming confusion is clarity.
- 19. We have a disconnect Twitter ad Landing page
- 21. Watch the language. industry gargon. And… marketing bull. “Executing Real World Operational Strategies to Propel Innovation” “State of the art” “Core competency” “Right-sized”
- 22. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
- 23. The key to overcoming distraction is focus.
- 24. Keep it simple. An effective web page has one job to do.
- 25. Landing page: Get the form filled
- 26. Build your case
- 27. Write what needs to be written. Don’t count characters, but make every character count.
- 28. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
- 29. Overcome apathy by making sure nothing begins to feel optional, less urgent. irrelevant.
- 31. Application: Aselling proposition articulates how your offer applies to the reader’s needs.
- 32. Benefits: Answers the question: what’s in it for me? How to __________________ .
- 33. An example of how to (blank)
- 35. Difference: What can you deliver unlike anyone else?
- 36. Emotions: Tap into pleasures and pains with power words.
- 37. Context: marketers Difference: focused budgeting Emotions: love
- 38. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
- 39. You can’t bore people into buying. If attention is the web’s golden goose, boredom is its rotten egg.
- 40. 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
- 41. 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
- 42. Your copy stops working when it feels like work.
- 43. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
- 44. Desire - Friction = Conversion rate Give readers what they are looking for: ease.
- 45. Introduce ease. • Shortcuts • Fast tracks • Templates • Cheat sheets • Checklists • Assure readers you’re leading them down the fast and easy path
- 46. Reduce risk. • “What if” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless
- 47. • 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.
- 49. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
- 50. Write conversationally. • Casual • Caring • Direct • Simple • Break rules
- 51. We talk too much like marketers because we’re not listening to our customers.
- 52. Develop pathological empathy for your customer. ~ Ann Handley Empathize
- 53. Use first and second person voice.
- 54. Actual landing page: marketing jargon
- 55. My fix: voice of the customer
- 56. The source of the headline idea comes from a customer testimonial.
- 57. Actual landing page: marketing jargon
- 58. My fix: voice of the customer
- 59. The source of the headline idea comes from a customer testimonial.
- 60. Offer proof.
- 61. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Common Causes of Discomfort
- 62. Give your reader ultra-clear directions.
- 63. One choice wins.
- 64. Use compelling verbs. Start… Try… Reserve… Buy… Get
- 65. If you’re not creating a landing page, you’re creating a leading page.
- 66. ConfusionDistractionApathyBoredomFrictionLack of trustMystery onfusion istraction pathy oredom riction ackoftrust ystery Confusion Distraction Apathy Boredom Friction Lack of trust Mystery Overcome Avoid Foil Elude Prevent Displace Remove
- 67. You may not transform readers, but you can make them feel good about taking action. www.feldmancreative.com
- 68. LOG IN WITH GOOGLE Start Your Free Kissmetrics Trial
- 69. BARRY FELDMAN Founder, Feldman Creative @feldmancreative barry@feldmancreative.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?