Copywriting isn’t about inspiration…
It’s a science!
That was the real message at the heart of my recent webinar with Buzzstream, where I shared my own 8-step process for putting together complete and persuasive landing pages. Today, that deck is one of SlideShare’s “SlideShare of the Day” features!
Check out my deck below!
If you’re lookin’ at those slides thinking, “Dang, I’m sorry I missed out on this!” – well, you’re right to feel that way.
But all is not lost! Buzzstream recorded the webinar and are currently in the process of polishing it up so that they can release it for everyone’s enjoyment! Bunch of philanthropists, those guys.
In the meantime, here are five key takeaways:
1. If you want to do effective research and analysis, you need to find your customers’ stories and concerns in their own words. Not sure where to look for that? Chances are, you’ve already got ’em! Look into..
- Reviews – These are what your customers will be looking at, too – so finding objections in reviews gives you a chance to write copy that addresses them or cuts people off at the pass before they even worry about it.
- Testimonials – These help you understand who your customers are and how they talk about your solution. You can get some real gems from here!
- Forums – The most raw, unbiased conversations on the web, these are great for recon on your benefits and shortcomings – as well as those of your competitor.
- Q&A Sites – From Quora and Yahoo Answers right down to the lesser-known hubs, these help you understand what questions or pain points people are dealing with.
- Your Sales Team – Nobody knows your customer better. Your sales people will know the questions they’re constantly being asked and the objections your customers have as well as the things they share that are able to push customers toward making the purchase.
- Your Emails – Hardly anyone uses these, but don’t overlook ’em! These are conversations you can mine for important intel.
2. Use “X but not Y” statements to define your tone.
Even if it’s just you writing the page, great brand voices have limitations and barriers they avoid crossing. “X but not Y” statements give you parameters to work with and operate as a reference point when editing. For example: “We are funny, but not crude. We are informative, but not dry. We are professional, but not cold.” Take the time to define your voice before you start writing.
3. Your call to action is really a call to value – an invitation to “get” something desirable.
Your CTA should be able to finish the customer’s sentence, “I want to ______”. Instead of telling people to “Submit” or “Schedule” (things nobody wants to do), invite them to receive something. Make sure they know EXACTLY what’s coming on the other end of that CTA to reduce the perception of risk and get them clicking through.
4. Define your outcomes and make them specific.
When you’re talking about benefits or you’re trying to convince a customer that you’ll help them achieve an outcome, don’t make that a vague promise. For example, telling someone that your dieting app will “Greatly improve your overall health” is okay, but telling them that it will “Show you exactly what to eat to lose that stubborn weight” is much, MUCH more compelling. One more example that’s pretty common with marketers: Don’t tell people your business will “Improve your marketing results”. Instead, tell them what that specifically entails: “We’ll boost leads and increase your sales” – it’s a more compelling promise because they’re not left wondering what “improved results” might be.
5. The best testimonials follow “BDA” format: Before, During and After.
If you want social proof that really makes an impact, you want to get testimonials that explain, “Before we found (your business)…. (Life was essentially horrible and nobody was happy.) Then, they helped us (achieve X objective) because (X feature or benefit). Now, we can (highly desirable outcome)” Sounds ideal, right? And nobody leaves testimonials like that on their own. Luckily, there’s a foolproof process you can use to make EVERY testimonial you get work this way! Check it out in my two-part series here.
And that’s it!
Thanks so much to everyone who attended or checks out my deck. If you’re lookin’ for a copywriter with a history in business and digital marketing to speak at your next event, deliver a webinar or even just help you with a project, drop me a line!