High Conversion Copywriting

Transcription

1 High Conversion Copywriting 50 Marketing Copywriting Tips to Increase Your Conversion Rates by 30% or More LEGAL NOTICE: The Publisher has strived to be as accurate and complete as possible in the creation of this report, notwithstanding the fact that he does not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet. While all attempts have been made to verify information provided in this publication, the Publisher assumes no responsibility for errors, omissions, or contrary interpretation of the subject matter herein. Any perceived slights of specific persons, peoples, or organizations are unintentional. In practical advice books, like anything else in life, there are no guarantees of income made. Readers are cautioned to reply on their own judgment about their individual circumstances to act accordingly. This book is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised to seek services of competent professionals in legal, business, accounting, and finance field.

2 High Conversion Copywriting Table of Contents Introduction page 3 Starting the Process The 4 Questions page 4 AIDA for Marketing page Marketing Copywriting Tips Page 6 Resources Page 20 2 High Conversion Copywriting

3 Introduction Many marketers underplay the role of copywriting in their marketing strategy. That can be a costly error. The message is at the core of any good marketing campaign. Understand the way that prospects read their and you can create a message that will gain and hold their attention, boosting response rates to new levels. With a little inside knowledge and a little work, you can make a major impact on the income you can generate from your list. Let s say you have a list of 1,000 subscribers and are currently converting on your at a rate of 3%. You re getting 20 interested customers. If 50% of them buy a product that nets you $45, then you have made $675. Now imagine that you have adjusted your marketing copy and bump that conversion rate to 8. Given the same scenario, you have made $1,800! If you just move that conversion rate up 2 percentage points to 5%, in that scenario you still boost your income by $450. Use the 50 tips in this report to fine-tune your copywriting skills to make your subscribers more loyal, responsive and your list more profitable. The whole point, online and on paper, is to use words to engage your prospect/customer and to keep the dialogue going without the benefit of seeing facial expressions of boredom or disinterest. Remember, they re looking for any excuse they can find to stop reading. Old-time vacuum salesmen sat across from the lady of the house and could switch tactics when she looked at her watch. Today s copywriters are looking at a screen. -Donna Baier Stein 3 High Conversion Copywriting

4 Starting the Process The 4 Questions When you are ready to start composing an , ask yourself four questions: 1. What Am I Selling? You have to know the product/service inside out. You need to know the features and be able to match them with benefits. You have to know what problems your offering solves for your targeted prospects and what wants/need your offering answers for your prospects. 2. Who Am I Selling it to? You have to understand the target reader. What makes him/her tick? Why have they been identified as the target? How do they currently perceive your product/service? How do they perceive the competition? What are their most pressing wants/needs? Is there anything they want to avoid? Do they need a solution to a situation? Do they need an answer to a problem? 3. Why Am I Selling This Now? Is there a need/opportunity to create urgency? Is there a deadline for response? Is this a new product? A relaunch? Is this tied in with current events? Is it dependent on a holiday or other date or event? 4. What Do I Want My Reader to do? On the most passive end of the scale, the objective is to build image and branding. On the most aggressive end of the scale, the objective is to have the reader make a purchase. In between, there are a variety of other actions the prospect can take including subscribing, joining, clicking a link, etc. Once the objective is set, every part of the should motivate the reader to the action prescribed to meet the objective. 4 High Conversion Copywriting

5 AIDA for Marketing Attention The subject line. It must stand out in the sea of subject lines that confronts the prospect when they open their inbox. Its primary job is to get the e- mail opened. Interest The opener. This is the gateway to the body of the and its job is to get the prospect to read the rest of the . To do that you need to capture their interest to a level that distractions are moved aside and the prospect s focus is on reading further. Desire The body of the message the builds motivation towards the call to action. The prospect wants to grow something in their business or avoid something or solve something. This is where you help the prospect envision his/her wants/needs answered with the use of your/product or service. Position your product/service as the answer, so s/he is focused on the pleasure of getting your specific answer more than s/he is focused on the pain of the actual want/need. Action The objective of the is to get a prospect to do something to take action. What do you want him/her to do? Ask them to click a link, forward the e- mail to a friend, tweet the post, purchase the product/service or whatever will deliver the outcome that was your reason for writing/sending the . 5 High Conversion Copywriting

6 50 Marketing Copywriting Tips 1. Know Your Objectives. Why are you sending the ? What specifically are you trying to accomplish? Build a relationship? Sell a product? Generate traffic to particular site? Fill out a lead qualification form? All efforts in the composition of all aspects of the should be centered on one specific outcome the copy must motivate the reader to the action needed to meet the objective. 2. Write a Compelling Subject Line. Will your be opened? Beyond the recipient recognizing the sender as a trusted source, the subject line is critical to getting the opened. Some considerations when developing your subject line: show the value of your offer tease the value of your offer be relevant avoid obvious spam triggers (see Tip 30) decide whether to personalize or not test a few subject lines to see which delivers the best open rate think about using your name and/or your company name (if it s not obvious in the From line) be honest; don t bait and switch build mystery state the customer s primary want/need/problem ask a question 3. Open Strong. A typical prospect will give you about 5-seconds before deciding whether to read your or delete it, so start with your strongest sales point. Strong ways to open include: stating the prospects most pressing problem/concern asking a provocative question stating an interesting fact 6 High Conversion Copywriting

7 stating an incredible statistic stating the offer up front (best when making a free offer or offering an impressively low price-to-value ratio) arousing curiosity If you have a compelling opening, once the is opened, your prospect will continue reading your message. 4. Consider a Conversational Opening. Especially effective in customer service s, an opening that has a salutation (e.g., Hi or Good Morning ) followed by a few lines of personal, conversational copy can help make a connection with the reader on a personal level. This type of opening reinforces that the message comes from a person, not a corporation. Over time this can build trust (which can raise your response rate) and separates you from the impersonal and thus uninteresting corporate s (which can increase open rates.) 5. Consider Opening with a Headline. The subject line got your prospect to open the , a strong headline (offering a benefit, asking a question, presenting how to information) can set them up for the body of the and the call to action. Studies indicate that on average 80% of people will read headline copy, but only 2 of 10 will read the rest. A compelling headline can get the prospect to move onto the body copy. 6. Write with a Conversational Tone. One of the most effective ways to keep your prospect reading is using a personal, one-on-one approach that gives the prospect the impression that you are speaking directly to him/her. You want the feel to be like a couple of friends chatting over a cup of coffee. Connect with your recipient by writing in the first person. Include words like you and we. Use I instead of your company s name. Of those three words you, we and I you is by far the most important and should be used with a greater frequency than the others. 7 High Conversion Copywriting

8 7. Position Yourself. When discussing your prospects wants/needs you want to appear sympathetic and understanding. When you are discussing your product/service as a solution you want to appear helpful and trustworthy (you don t want to come across as a pushy salesperson interested only in their credit card number). People like to do business with those people that they know, trust and like. 8. Understand Your Target Audience. Adjust your writing to fit the targeted reader demographics (age, sex, etc.) and psychographics (attitudes, lifestyles, opinions, etc.). NOTE: If your service provider does not have the ability to generate dynamic content, consider dividing your list into different target groups (each with similar demo/psychographics. 9. Visualize Your Target Audience. A good trick for writing an that has a personal, one-on-one approach is to think about someone you know who fits the target. Think of them in the environment in which they will most likely be reading the ; consider the distractions they may face while reading it. 10. Use the Prospect s Name Often. This enhances the personal, one-onone approach and, over time, has proven to increase click rates. Their name draws them in and, by suggesting familiarity, reminds them of their relationship with you 11. Edit. Write a first draft and then edit for focus and clarity. Although you want to be entertaining and informative, you need to be concise and get your point across. 8 High Conversion Copywriting

9 12. Call for Action. Tell your prospect what s/he should do next. Don t assume that they will know what to do. Make it clear and easy. Ask them to click a link, forward the to a friend, tweet the post, or whatever will deliver the outcome that was your purpose for writing the in the first place. Make your call to action prominent so even skimming readers will notice it. 13. Avoid Using Click Here. You can increase clicks by expressing your benefit within the link by using prospect-friendly alternatives like: save 20% right now, download this special report or read the full story. 14. Us a P.S. The Post Script is your opportunity to grab their attention in two typical situations. (1.) many readers will check the end of an expecting to quickly get information such as who sent it, the summary of the purpose of the communication, etc. and (2.) when the prospect has reached the end of your and is considering following your call to action. The P.S. can be used as a reminder of the most important points of your message and to reinforce the decision to follow your call to action. 15. Have a Good Product. To get your prospects to read your and respond to your call to action, you must have a valuable offer (or compelling content). Give them what they want. Make sure that every e- mail you send has valuable and relevant information and/or a product offering that offers a solution to their needs at an acceptable price point. Keep in mind that a return customer is more likely to bring in more business and that, periodically, a satisfied customer will recommend a business or provide a testimonial. 9 High Conversion Copywriting

10 16. Include Contact Info. By putting your name and contact information at the end of the message you take a step towards building credibility and demonstrating that this is a personal contact. The minimum contact information as required by CAN-SPAM (see page 19) is a physical address. Include your name and address and, if you are comfortable, your phone number. When you show that you are not hiding behind technology you demonstrate that you are personally taking responsibility for your product/service and your marketing. This is an important contributor to building trust, respect and loyalty. 17. Reconsider Using HTML. Although times are changing, many older handheld devices used to read do not render HTML. And according to a recent MarketSherpa survey, only one-third 33%) of those reading have images turned on by default (opening not triggered if images disabled). If you are using HTML and include an image, consider not including a descriptor (and if you do, make sure they don t include spam trigger words [see Tip 30]). 18. Put the Prospect First. Your prospect opens the wanting to know, What s in it for me? and How will I come out ahead if I do business with you instead of somebody else? Although we tend to write about what we know: who we are, what we do, our history, our business philosophy and our objectives; the prospect only cares about those things in their business that they want to grow or avoid and problems they want to solve. Your best approach is to determine what your prospects biggest problem is right now and then promise a solution. Tell them what they want to hear, not what you think is important. 19. Use the Magic Words. Don t fall into the trap of thinking that tried and true direct marketing words and phrases should be avoided. You might think of them as clichés, but, properly used, they can dramatically increase the response to your . Here are some to consider: Limited time. You want to generate response now and a time-limited offer is an effective method of accomplishing that. You can add urgency in a generic manner (This offer available for a limited time only) or in a specific manner (This offer expires at midnight on 12/15/10). 10 High Conversion Copywriting

11 Free. For a long time, marketers have known the power of the word free. And according to recent research conducted by Dan Ariely (a Duke behavioral economist, previously at MIT) a preference for free seems hardwired into our brains. So use it. Alone and in phrases. Even in redundant phrases like free gift, free brochure, and free consultation (not initial consultation, free consultation ), the word free helps generate response. New. Novelty activates our brain s reward center, making us find new products (and even repackaged old products) attractive. No Obligation. Especially when taking advantage of a free offer, people want to be reassured that there are no strings attached. At Last/Announcing. An that is an announcement increases its power to grab attention. People like to think that they are getting in on the ground floor of an opportunity. Proven. People feel comfortable with products with proven performance. That sort of contradicts the power of new. One way around that is to explain that this is the first time that the product is available to them, but that it has been proved elsewhere (e.g., beta tested with a limited control group or used effectively in another industry or proven in another country). 20. Use a Spell Checker. The misspellings and the use of bad grammar will have a negative impact on your reader s perception of you and your product/service. 21. Don t List Contents. Not only does this appear cold, corporate and impersonal, but lf you start your with a list of the contents, there is a good chance that your prospect will scan them; and since there is little or no sell in the list can easily make the decision to delete without reading further. 11 High Conversion Copywriting

12 22. Write Colorfully. Grab their attention and keep it. Which of the following has the better chance of keeping you involved with the ? Are you facing a large debt? Maybe bankruptcy? Owing money sucks. Especially when it comes to bankruptcy. I know people who have almost lost their homes and their families. Some who have. 23. Keep it Short and Sweet. People tend to skim s as opposed to reading them. That means that the more text in your , the less likely it is that the reader will get your point. This is even more critical when your prospects are reading on their mobile phone. Ideal e- mail body copy is brief, engaging and compelling. Make it easy for the prospect to understand the point of the message from the start. If you have a lot to say, consider including a link that directs prospects to a page in your site that offers complete details (this also allows you to track click-thru rates and determine the copy that gets best results). 24. Avoid Pre-written s. If an affiliate program provides pre-written s, re-write them extensively. You don t want your prospect getting the same from you that they have gotten from 3 or 4 other marketers especially if it is one in which the author appears to be hyper-enthusiastic about the product. Don t send the message to your subscriber that you are insincere and only interested in selling them the next new thing. 25. Edit. Lock in on two or three critical things your prospect needs to know. When reviewing the copy, if some of the copy is not moving the prospect toward the objective, remove it. Keep cutting until you have a clutter free offering in which the message comes through loud and clear. 12 High Conversion Copywriting

13 26. Format for Scan-ability. Highlight keywords and phrases, but don t overdo it or it loses its power. Refrain from underlining words, as many readers will think they are a link. Avoid shouting (using ALL CAPS). Consider replacing long paragraphs with subheads and bullet points. Easy to skim s yield the best results. 27. Format for Read-ability. Many clients break up lines that are longer than 5o characters. So keep format your message to have no lines longer than 45 to 50 characters. When the lines are too long, you might end up being delivered looking like this: This is an message That was improperly formatted. That s why we should pay attention to how many characters are in each line. By following the 45 to 50 character rule, you ll deliver a message that looks like this: This message is formatted properly. The sender either counted the characters to make sure they would not have a message that would break up, or they used a tool to keep count of the number of characters used in each line. 28. Use Sentence Fragments. Don t overdo it, but one or word sentences are acceptable when writing in a conversational manner. Got it? OK. Cool. 13 High Conversion Copywriting

14 29. Personalize with Data. If you are collecting the information, include purchase history, customer number, etc. to solidify the relationship with your business and thus increase customer loyalty. 30. Be Clear in Your From Line. The most likely to be opened is one from a recognized and trusted sender. Use your brand name, program name, company name or name of a recognizable representative of your company. Avoid addresses that appear to be spam (even though they are legit), like addresses from free providers such as Hotmail or Yahoo and addresses with a lot of numbers or letters that don t spell a name (e.g., jkl0987@yourbusinessname.com). 31. Don t Get Identified as Spam. Avoid shouting (too many words in all caps) and repetition of certain symbols (like a series of exclamation points [!!!!] or dollar signs [$$$]) that trigger spam filters that recognize certain words and phrases in subject lines and content and decide whether or not to allow the into the mailbox of the intended recipient. That being said, nearly every effective direct marketing word triggers various filters. So, start by writing strong marketing copy (and subject lines) for your offer, your marketing goals, your brand and your target audience. Next test your creative for spam filter triggers (use spam checking tools such as Where possible, adjust and use synonyms to make the creative more likely to get through. Although you want to be sensitive to this situation, don t change things to the point that you dilute the marketing message to a level of ineffectiveness. It is better to have a strong message getting through to 75% of your target than an ineffective one getting through to 100%. 32. Prepare. Renowned copy writer Pat Friesen says, On average, only 20 percent is spent writing; the other 80 percent is research. I go deep into the product or service I m writing about, as well as the audience I m writing to. I look at current s that are working for the client, as well as competitive performance. 14 High Conversion Copywriting

15 33. Focus. Limit yourself to one offer per . Don t offer a report and a webinar in the same message; you will get disappointing response rates for both. Keep it simple and concise with one clear call to action. 34. Know the Features, Sell the Benefits. The cobalt drill bit is a feature. The hole your customer needs in the metal stud in the benefit. The bifocal lens is a feature. The ability to see up close and far away without changing glasses is a benefit. 35. Offer Value. By giving more than you ask for, over time many of your subscribers will look forward to your s. If you are just trying to maximize revenue from every , chances are you will not build loyalty and your open rates and conversion percentages will drop. 36. Use Violators. Violators are the sidebars, bursts, slashes, Johnson boxes, etc. you see in most direct marketing to pull the key message out of the copy and give it more emphasis (and so it won t be missed by the reader even if they only skim). Violators are effective in all forms of direct marketing including Anticipate Objections. Answer the primary objections in the prospect's mind that could be a potential roadblock to a sale. The primary objection to the majority of products/services concerns value: Will this do what it is supposed to and solve a high priority problem at an acceptable commitment of resources (primarily time and money)? 38. Use Active Verbs. Readers respond positively to action words like enjoy, accomplish, explore, dream, challenge, energize, approve, customize, celebrate, attack and experience. 15 High Conversion Copywriting

16 39. Use Power Words. Power words are active, benefit-oriented words that can grab a reader s attention and be used, in the context of an orderly format that drives the reader to a follow the call to action. Here s a list of 45 power words compiled by studying best-selling magazine covers (Linda Ruth, Publishers Single Copy Sales Services): Amazing, Anniversary, Basic, Best, Big, Bonus, Complete, Create, Discover, Easy, Exclusive, Extra, Extraordinary, First, Free, Guarantee, Health, Help, Hot, Immediately, Improve, Know, Latest, Learn, Money, More, New, Now, Plus, Powerful, Premiere, Profit, Protect, Proven, Results, Safety, Save, Special, Today, Trust, Ultimate, Understand, Win, Worst, You 40. Keep the Reader Moving. Use connectors like since, that s why and So to get the reader from one sentence/thought to the next. Try to make every sentence a cliff hanger so the recipient feels compelled to continue reading. 41. Elimnate Roadblocks. Roadblocks in your copy are words and phrases that stop the forward momentum of your prospect getting to your call to action. The worst offenders are words that the customer doesn t recognize such as industry jargon. As a rule, try to only use words that are 7 letters or less. 42. Develop Your Voice. Your voice is a combination of your approach and your style (including the vocabulary you choose). Your voice is the persona you show to this target audience. It should be unique and serve as an accurate reflection of your brand personality. Since is more conversational than some other forms of direct marketing, an effective way to test your copy by reading it out loud. Consider re-writing those sections that don t work well when read out loud even if they initially seemed strong in writing. 16 High Conversion Copywriting

17 43. Use Your Unique Voice Consistently. Communicate with your prospects with the same voice throughout the relationship. 44. Take a Break. If you have the time, when you are finished with the copy, put it down. Come back in a few hours or, better yet, the next day and re-read it. By looking at it through fresh eyes you will see if it needs some tweaking or it it is ready to go. 45. Monitor Your Content. Don t include pornographic, shocking or disturbing content. Stick to the nature of your business and your site. Avoid controversial issues. Aside from this being good practice in general, the age of your recipients will define inappropriate ; steer clear of anything that might trigger complaints and more serious problems. 46. Test. And keep testing. Don t fall in love with your copy until it lifts response rates, beats the control or performs better than any previous e- mail. And once it s a proven winner, tweak it to make it even better. And then start work on a new one with the goal of moving ahead of your last winner. 47. Use the Call to Action Early. Especially in long s and when the call to action is a link, you can place the call to action in multiple places. Some prospects might be sold early (maybe they know who you are and are ready to find out more about your offer); the early link is for them. Don t lose momentum with those of your readers that convert quickly. 48. Use Only Relevant Links. If the is focused on high converting squeeze pages, a link to an article marketing site/offer doesn t make sense and thus can lower click through rates and/or conversions. As another example, don t have a link to an acne treatment site/offer in an offering solutions to dog training. 17 High Conversion Copywriting

18 49. Limit the Number of Links. Never have more than three different links. Even if the links are relevant to the message, too many different links can be confusing and distract the prospect from the primary objective link. If you must use links in addition to the link that relates to the primary objective, the optimal place for them is after the signature. NOTE: the purpose of some s is to offer a number of links obviously this tip does not apply in this situation. 50. Use Your Primary Link Multiple Times. It is suggested that the primary link appear after the second or third paragraph (on the first screen) and after the signature (before the PS) and then after the PS. If the copy is long it can be used in the middle as well. 51. Be Sincere. Especially in customer service messages, boiler plate responses do not inspire confidence in a reader with a need or concern. 52. Get the Core Message Out Early. Many people read their in a hurry. If your core message is buried on the second screen, someone skimming (to make a decision whether or not they will continue reading) is likely to miss it. Conversion opportunity missed. 53. Personalize Your Opt-out. You must offer a clear and conspicuous notice of opportunity to opt-out. Take the time to personalize it (both in your an on your opt-out form). Be friendly while asking your subscriber to reconsider. Here are some examples of phrases to follow the click here link of your opt-out message: We d be very sad if you left though, we value you as a subscriber. If you decide to opt-out, please let us know what has changed from the time you requested that we include you. Before you opt-out, please contact us at yourname@yourbusiness.com and tell us how we could better serve your needs through this membership 18 High Conversion Copywriting

19 54. Understand Copywriting. The single purpose of every element of compelling copy is the get the next sentence read. And then the next sentence. And so on until reaching the logical end: the call to action, where the reader is ready to take the action you suggest. 55. Over Deliver. To build value for your product/service and credibility and loyalty for you and your company, give more than what was promised. For example, this is tip 55 in a book promising 50 tips. If you found this information useful, you will benefit from the following titles available exclusively from the FFI Store at Also, you can Fastforward Your Success with the 5 ebook collection: >>Success Classics, >>Strategy Classics and the 5 ebook collection: >>Marketing Classics from the FFI Store at 19 High Conversion Copywriting

20 Resources There are legal rules and guidelines regarding commercial messages -- including commercial . Understand them and understand that if you violate them there are tough penalties: The CAN-SPAM Act: A Compliance Guide for Business - CAN-SPAM Improve your writing and your sales skills (includes a step-by-step, 30-day outline that guides you through the copywriting skill upgrade process): The Ultimate Copy Writing Handbook There are basic tools that marketers cannot succeed without; for reliability, ease of use and value, we recommend: Autoresponder Aweber Web Hosting HostGator Domain Name NameCheap Website Building Software: XSitePro 20 High Conversion Copywriting

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22 About This Material The legal department says I have to include all sorts of disclaimers with our products. And that s OK, cause I don t mind making it clear that information no matter how good it is isn t a guarantee of success; it s what you do with the information that makes the difference. That being said, if you think that our products will automatically make you successful or increase your income just because you bought them, please apply for an immediate refund. You have to work to succeed in anything and I'm neither going to hide from or apologize for that. The great results achieved by many of the folks who have invested in this material aren t necessarily typical and yours could and probably will vary. Maybe you ll do better than they have... who knows? In the end, you may not advance your career or income at all. Being in business is tough, it's possible you might even lose money. Know that before going in, because if you're looking for some sort of magic bullet that guarantees success without putting in the time and effort, I'm sorry but this isn't it. Needless to say, the legal department indicated that my explanation wasn t exactly what they had in mind, so they insisted that, along with the legal notice at the beginning of this material, I also include the following Disclaimer and Terms of Use Agreement: The author and publisher have used their best efforts in preparing this material. The author and publisher make no representation or warranties with respect to the accuracy, acceptability, fitness or completeness of the contents of this material. The information contained in this material is strictly for educational purposes. Therefore, if you wish to apply ideas contained in this material, you are taking full responsibility for your actions. Every effort has been made to accurately represent this product and its potential. However, there is no guarantee that you will improve in any way using the techniques and ideas in these materials. Examples in these materials are not to be interpreted as a promise or guarantee of anything. Self-help and improvement potential is entirely dependent on the person using our products, ideas and techniques. Your level of improvement in attaining the results claimed in our materials depends on the time you devote to the programs, ideas and techniques mentioned, knowledge and various skills. Since these factors differ according to individuals we cannot guarantee your success or improvement level nor are we responsible for any of your actions. Many factors will be important in determining your actual results and no guarantees are made that you will achieve results similar to ours or anybody else s; in fact no guarantees are made that you will achieve any results from the ideas and techniques in our materials. OK, now that the lawyers have said their piece, let me sum up by reminding you that you are the person responsible for your success... so... go out there and do something extraordinary! 22 High Conversion Copywriting