Copy. It will make you or break you. Does your copy convert? Do visitors read your copy, then buy your products or services immediately?
There are tons of ways to grow your brand. Promoting your brand to a wide market of different audiences became more convenient than ever. But if your copy isn’t convincing, it will be much more difficult to convert visitors into customers.
One thing that creates a huge impact on brand marketing: great copywriting.
Copywriting gives you the ability to communicate with your customers, and doing that effectively is essential.
However, that is not always as easy as it sounds. Aside from being able to convey your message effectively, marketers should also focus on conversions and adapt the method known as conversion copywriting.
The Connection Between Copywriting and Marketing
First of all, let’s quickly define what copywriting is.
Copywriting is the art of selling people an idea, brand or ideology. In terms of brand marketing, these are usually the landing pages, banner ads, direct email campaigns, etc. that you see from different businesses.
Copywriting uses words to sell or market your brand. Using the right words can make a huge difference.
What the heck is Conversion Copywriting?
You may or may not be familiar with the term ‘conversion copywriting’. What the heck is it?
Conversion copywriting is writing meant to create conversions – converting your visitors into leads or sales.
The goal of conversion copywriting is to craft content that convinces more customers to take action. Conversion copywriting is about persuading a visitor to complete a call-to-action: to sign up for a newsletter, download a lead magnet, or (as is most common) to buy your product or service!
Conversion copywriting drives your visitors or customers to take action. Conversion copywriting is about direct response impact.
How does conversion copywriting differ from regular copywriting?
Both regular copywriting and conversion copywriting aim to promote and sell a brand. You may be thinking, “how do they differ, exactly?”
Unlike regular copywriting, conversion copywriting has a much more narrow focus. It targets a singular goal, and that is to evoke action.
Let’s take this landing page from Moz as an example:
Landing pages serve as a gateway that send people deeper into your site. The sample above provides a concise and purposeful message. It also came with a call to action which motivates people to convert.
Conversion copywriting is not a walk in the park. It needs to be fiercely persuasive, and the content you put in should make people want to click that button. Creating good copy that converts greatly depends on the process and the presentation.
To help you create that copy, here are a few tips you could follow to get the best out of your copywriting content.
1. Sell a solution, not a feature.
Features are great; they highlight the strengths of your brand. However, keep in mind that potential buyers aren’t shopping for a vaccuum – they’re looking for a clean house. What you should do is to sell a solution – the clean house.
Each customer is facing a problem and when you address that, the more they know that you understand what they are looking for. When you address a customer’s true problem, the next step is to offer the solution.
That’s where your product comes in. When you market your product as a solution to a problem, more people will start to consider you as an answer to what they need, thus, more opportunities for you to sell or make a lead.
2. Throw away the “best practices” and write a unique call-to-action instead!
Haven’t we all seen too many “Buy Now” buttons by now?
Call-to-action phrases aren’t just a bunch of words placed on a button. They need to make a statement as well. Remember, these are the words that you’ll put on that final button which your audience will click on. You have to make it stand out.
It’s true that most websites already highlight this by putting up bold letters and flashy colors for people to see. But writing something that is different from the rest might make your audience sit up and actually pay attention.
Instead of putting the typical “Add to Cart” or “Buy Now” why not try putting “I Want One” or “I Need This Right Now” to spice up things a little bit? Just make sure you read the other tips below first before you throw away the ‘conventional’ CTAs.
3. Stop editing testimonials — get real social proof instead.
There’s nothing more convincing than hearing what other customers have to say about a product or service.
Providing real social proof is another way of convincing a prospect to become a paying customer. Testimonials provide a way to let your customers know that someone has tried your product and truly benefitted from it! Presenting customer testimonials to other customers is the most effective persuasion technique you can employ — it’s a surefire tactic that will result in higher conversions, especially if they are honest, authentic, and genuine positive reviews.
Remember, quote exactly what your customer said — never summarize it or make it look simpler. Editing what a customer takes away the authenticity and will make it look made up and untrue.
Take time to get feedback from your customers, pick out the best one, and feature it somewhere in your copywriting. Don’t be afraid to publish reviews that aren’t 100% flattering. Instead, consider having a thorough set of testimonial comments that show a range of responses.
4. Test every single idea you have for copy. For realz.
I’m still surprised about the number of people who don’t realize that Google Optimize exists. Better yet, it’s totally free. Anyone can use Google Optimize to do A/B testing (see Google’s walkthrough here: https://support.google.com/optimize/answer/6211930?hl=en)
It’s rare to hit the spot on the first take. You may also have too many ideas in your head that won’t fit in a single page. This is where split testing comes into the picture.
To get started with A/B testing, make sure you first set up Goals in Google Analytics. Since your focus with conversion copywriting is to convince visitors to complete your CTAs (call-to-action), you’ll need to make sure your tests are data-driven. Google Optimize uses your Google Analytics (GA) goals to measure which of your tests is the higher performer.
Make two different pages and try them both out and see which one works best by using free tools like Google Optimize or Optimizely to measure the impact these tests have on your conversions. Here are some things to remember when you’re conducting A/B tests:
- Isolate your tests to a single variable. For example, only change the value proposition sentence on the page, and test a few different variations.
- Your tests will need to run for at least 2 weeks.
- You will want to get 1,000 visitors or more to achieve “statistical significance” and better accuracy of results
5. Use Google forum searches to discover the words users use when they’re upset.
Every niche has very specific language, taxonomy, and terminology. You can make your copy much, much more effective and convincing by incorporating real user language into your copy. So where do you start?
There are many forums, subreddits, Facebook Groups, and other communities on the internet, and there is sure to be a group specific to your niche. Facebook Groups and Reddit threads are an easy place to start. But did you know that you can also search Google for what people are saying on forums?
For example: go to Google, and type this string to see what people need help with:
forum:your niche "i need help"
Or try this string to see what people are frustrated with:
forum:your niche "i hate"
By incorporating real user language into your copy, you’ll be able to develop much more believable and persuasive writing. Your mission is to highlight the pain by using authentic, relatable language to not only convert them into paying customers, but to also actually solve their problems with your products and/or services.
Crafting the best conversion-oriented copy requires hard work and plenty of ongoing iteration. Endless edits, testing, research… if you’re serious about making your copy work, then hopefully these tricks will help you out a bit.
But putting in all that effort will definitely be worth it. Once you nail that copy, you’ll have that invisible salesperson that will continuously pull conversions in like never before.