How to Write Copy that Converts
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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!)
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How to Write Copy that Converts
- 1. How to Write Mouth Watering Copy that Converts Your Visitors Allison Carpio
- 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
- 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. WATCH WEBINAR RECORDING NOW
- 8. Myth #1: You have to be a good writer to be great at copywriting.
- 9. Myth #2: Your audience doesn’t care what you have to say.
- 10. Examples of really really ridiculously bad copy
- 12. What’s wrong with these examples?
- 13. RAMIT SETHI I Will Teach You To Be Rich Nobody cares about you. It’s all about them. “ ”
- 14. How to get in your ideal customers’ heads and write highly converting copy
- 15. Step 1: Find out your ideal customers’ dreams and nightmares
- 16. Surveys (open-ended=goldmine) Reviews Phone or in-person interviews
- 17. Step 2: Choose one ideal customer from your research, and write to them (just one!)
- 18. The people who will RAVE about your product
- 21. Step 3: List out their hopes, fears, and blockers in their words
- 22. 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.
- 23. Turn those into benefits of your product: “[FEATURE], which means [BENEFIT SOLVING PAIN].”
- 24. 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
- 26. Step 4: Outline your copy, then write a crappy first draft
- 27. 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
- 28. 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
- 29. 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
- 30. 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
- 31. 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
- 32. You won’t get it right the first time. (no one does) Your first draft will end up here
- 33. 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. ”
- 34. FANTASY REALITY
- 35. Step 5: Test your final draft and launch if you have a lift with at least 99% certainty
- 37. 507.97% increase in demo requests 99% certainty variant
- 39. variant 60% increase in demo requests 99% certainty 213.16% increase in opportunity created 99% certainty
- 41. 38% increase in signups 99% significance variant
- 43. ● Research, knowing your ideal customer, and test!
- 44. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
- 45. ALLISON CARPIO Product Marketing & Content Manager, Kissmetrics @allisoncarpio acarpio@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?