Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
How to Write Mouth
Watering Copy that
Converts Your Visitors
Allison Carpio
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft dr...
#KissWebinar
@allisoncarpio
1
Examples of really really ridiculously bad copy2
How to get inside your customers’ heads and write good...copy3
Our own ...
WATCH WEBINAR RECORDING NOW
Myth #1:
You have to be a good
writer to be great at
copywriting.
Myth #2:
Your audience doesn’t care
what you have to say.
Examples of really really
ridiculously bad copy
What’s wrong with these
examples?
RAMIT SETHI
I Will Teach You To Be Rich
Nobody cares about you.
It’s all about them.
“
”
How to get in your ideal
customers’ heads and write
highly converting copy
Step 1:
Find out your ideal customers’
dreams and nightmares
Surveys (open-ended=goldmine)
Reviews
Phone or in-person interviews
Step 2:
Choose one ideal customer from
your research, and write to them
(just one!)
The people
who will
RAVE about
your product
Step 3:
List out their hopes, fears, and
blockers in their words
I wish someone can
just tell me what I’m
wasting my marketing
budget on.
I feel like I’m randomly
looking for things on my...
Turn those into benefits of your
product:
“[FEATURE], which means
[BENEFIT SOLVING PAIN].”
Feature: Position the chair exactly
how you like it
Which means: No more adjusting
your chair, your chair adjusts to you
W...
Step 4:
Outline your copy, then write a
crappy first draft
You don’t need to
write full sentences
eloquently. Just get
your thoughts down
It’s easier to move
around parts of your
ou...
1. Life before Google
2. Questions you may have about your
business
3. To get answers to those questions, you
need to writ...
1. Life before Google
2. Questions you may have about your
business
3. To get answers to those questions, you
need to writ...
1. Life before Google
2. Questions you may have about your
business
3. To get answers to those questions, you
need to writ...
1. Life before Google
2. Questions you may have about your
business
3. To get answers to those questions, you
need to writ...
You won’t get it right
the first time.
(no one does)
Your first draft will end up here
The first draft of anything is [crap].
ERNEST HEMINGWAY
“ ”
ANNE LAMOTT, BIRD BY BIRD
“The first draft is a child’s draft,...
FANTASY
REALITY
Step 5:
Test your final draft and launch if
you have a lift with at least 99%
certainty
VS
control
variant
507.97% increase in demo requests
99% certainty
variant
VS
control variant
variant
60% increase in demo
requests
99% certainty
213.16% increase in
opportunity created
99% certainty
VS
control variant
38% increase in signups
99% significance
variant
● Research, knowing your
ideal customer, and test!
LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing
ALLISON CARPIO
Product Marketing & Content Manager,
Kissmetrics
@allisoncarpio
acarpio@kissmetrics.com
THUE MADSEN
Marketi...
How to Write Mouth Watering Copy That Converts Your Visitors at Will (even if you’re not a copywriter)
How to Write Mouth Watering Copy That Converts Your Visitors at Will (even if you’re not a copywriter)
How to Write Mouth Watering Copy That Converts Your Visitors at Will (even if you’re not a copywriter)
How to Write Mouth Watering Copy That Converts Your Visitors at Will (even if you’re not a copywriter)
How to Write Mouth Watering Copy That Converts Your Visitors at Will (even if you’re not a copywriter)
How to Write Mouth Watering Copy That Converts Your Visitors at Will (even if you’re not a copywriter)
Prochain SlideShare
Chargement dans…5
×

How to Write Mouth Watering Copy That Converts Your Visitors at Will (even if you’re not a copywriter)

1 643 vues

Publié le

Imagine you’re at a bar on a Saturday night and a stranger walks up to you. They introduce themselves, and then start rambling on about their life story--where they grew up, where they got their degree from, and what they do for a living.

And suddenly you know how to fall asleep with your eyes open.

The truth is, bad website and email copy is that sleazy guy or girl at the bar you try to avoid at all costs. So if your copy is putting your prospects to sleep, they’re not very likely to buy from you.

But there’s hope. In this webinar, you’ll learn how to write words that sell without being scammy--no matter what your writing skills are.

You’ll learn:

The #1 trick to finding the right words that persuade your audience (most companies skip this!)
How to put your copy to the test to make sure it’s really giving you a significant lift in conversions
Examples of bad copy to avoid like the plague on your website and emails (you might be guilty of these!)

Publié dans : Marketing
  • Soyez le premier à commenter

How to Write Mouth Watering Copy That Converts Your Visitors at Will (even if you’re not a copywriter)

  1. 1. How to Write Mouth Watering Copy that Converts Your Visitors Allison Carpio
  2. 2. @Kissmetrics #KissWebinar @thuelmadsen
  3. 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 Allison is the Product Marketing & Content Manager at Kissmetrics. She’s a conversion copywriter, creating high converting websites and email campaigns. She’s obsessed with finding and testing messaging and copy that sells. ALLISON CARPIO Product Marketing & Content Manager, Kissmetrics @allisoncarpio
  4. 4. #KissWebinar @allisoncarpio
  5. 5. 1 Examples of really really ridiculously bad copy2 How to get inside your customers’ heads and write good...copy3 Our own copy A/B tests, and what we learned TABLE OF CONTENTS 4 Copywriting myths--busted!
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Myth #1: You have to be a good writer to be great at copywriting.
  8. 8. Myth #2: Your audience doesn’t care what you have to say.
  9. 9. Examples of really really ridiculously bad copy
  10. 10. What’s wrong with these examples?
  11. 11. RAMIT SETHI I Will Teach You To Be Rich Nobody cares about you. It’s all about them. “ ”
  12. 12. How to get in your ideal customers’ heads and write highly converting copy
  13. 13. Step 1: Find out your ideal customers’ dreams and nightmares
  14. 14. Surveys (open-ended=goldmine) Reviews Phone or in-person interviews
  15. 15. Step 2: Choose one ideal customer from your research, and write to them (just one!)
  16. 16. The people who will RAVE about your product
  17. 17. Step 3: List out their hopes, fears, and blockers in their words
  18. 18. I wish someone can just tell me what I’m wasting my marketing budget on. I feel like I’m randomly looking for things on my website to test. I’m just not really a numbers person.
  19. 19. Turn those into benefits of your product: “[FEATURE], which means [BENEFIT SOLVING PAIN].”
  20. 20. Feature: Position the chair exactly how you like it Which means: No more adjusting your chair, your chair adjusts to you Which really means: Eliminate back and neck pain Source: copychief.com
  21. 21. Step 4: Outline your copy, then write a crappy first draft
  22. 22. You don’t need to write full sentences eloquently. Just get your thoughts down It’s easier to move around parts of your outline to nail down the messaging and flow You’re not starting with a blank page
  23. 23. 1. Life before Google 2. Questions you may have about your business 3. To get answers to those questions, you need to write SQL or bug your developer 4. With the Power Report, you can do it yourself 5. Offer: 50% off
  24. 24. 1. Life before Google 2. Questions you may have about your business 3. To get answers to those questions, you need to write SQL or bug your developer 4. With the Power Report, you can do it yourself 5. Offer: 50% off
  25. 25. 1. Life before Google 2. Questions you may have about your business 3. To get answers to those questions, you need to write SQL or bug your developer 4. With the Power Report, you can do it yourself 5. Offer: 50% off
  26. 26. 1. Life before Google 2. Questions you may have about your business 3. To get answers to those questions, you need to write SQL or bug your developer 4. With the Power Report, you can do it yourself 5. Offer: 50% off
  27. 27. You won’t get it right the first time. (no one does) Your first draft will end up here
  28. 28. The first draft of anything is [crap]. ERNEST HEMINGWAY “ ” ANNE LAMOTT, BIRD BY BIRD “The first draft is a child’s draft, where you let it all pour out and let it romp all over the place, knowing no one is going to see it and that you can shape it later. ”
  29. 29. FANTASY REALITY
  30. 30. Step 5: Test your final draft and launch if you have a lift with at least 99% certainty
  31. 31. VS control variant
  32. 32. 507.97% increase in demo requests 99% certainty variant
  33. 33. VS control variant
  34. 34. variant 60% increase in demo requests 99% certainty 213.16% increase in opportunity created 99% certainty
  35. 35. VS control variant
  36. 36. 38% increase in signups 99% significance variant
  37. 37. ● Research, knowing your ideal customer, and test!
  38. 38. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  39. 39. ALLISON CARPIO Product Marketing & Content Manager, Kissmetrics @allisoncarpio acarpio@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

×