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As a marketer, you’ve no doubt written a lot of copy and a lot of advertisements. Whether you’ve studied copy extensively or not, there are bound to be a number of tweaks you can make to improve conversion rates and earn even more.
I see a lot of good copy out there. But more often than not, I see copy that needs to be dramatically improved. It’s usually that the marketer doesn’t have the right focus when it comes to writing the ad.
What follows isn’t meant to be a copywriting course. It’s meant to be a quick lesson and some simple things you can do for your future copy and for the copy you already have out there.
Boost Your Conversion Rates
Let’s say you have an ad that’s converting at around 2%. I know your copy can probably do much better than that– mine generally converts at several times that. Why? Because I have a lot of experience doing this and I’m constantly tweaking my methods based on what I’ve learned about human psychology and what works in writing web copy right now.
Whether you’re new or experienced in writing copy, consider the ideas I list below. Choose an offer that’s getting the most traffic right now so you can make tweaks and see near instant results. I’m fairly certain you’ll see a boost in conversion rates and make many more sales as a result.
What People Really Care About
Understanding what people really care about is paramount when you’re writing copy. And it’s not just people in general– you have to understand what people in your market specifically want.
Still, there are some takeaways that are nearly universal when it comes to the human race. Consider your market on an individual level, but also consider the things I’m going to tell you here.
First, people care about themselves. I don’t mean to say that they are selfish, but when they’re reading an ad or a sales page, they’re thinking about themselves and their desires or problem.
So, what is it that your customer cares about?
Answer that, and keep it at the top of your mind as you’re writing your copy.
If you already have copy out there, ask yourself if you really focused on what the reader really wants. You need to get the reader on your side. You need to win them over as you would a friend.
It’s a careful balance where you take them from the point where you’re stirring up their problems and emotions, through wanting to find a solution, to knowing that you’re the one who’s going to provide it to them and that they need to drop everything to grab that solution right now.
But maybe you don’t feel that you’re in tune with what your customer really wants. Consider the basic needs and desires of humans. People want to feel safe; they want to avoid pain and danger. They want to survive and to live longer. They want to have fun and avoid stress. They care about sex and comfort. People want to get ahead and to be approved of by other people. They want to protect themselves and their loved ones. They want to belong.
Does your copy speak to these very basic desires? Again, you’ll tailor your copy specifically to your market, but these needs are universal.
Many copywriters focus far too much on providing information and talking about things like quality, efficiency, features and so on.
These points are just fine to include in your copy, but you have to hit on those desperate needs and desires. These things shouldn’t be the cornerstones of your copy. Focus on emotions and basic human desires over all else, tailored to your specific niche, of course.
Bringing People on a Journey in Your Copy
I often enjoy reading sales letters because it truly brings me through a journey. Good sales letters start off by building up a lot of tension and fear and stirring up emotions. Then, good copy takes advantage of the natural, sometimes subconscious, desire to ease that pain and find a solution right away. If your copy doesn’t lead them on that journey it might be time to consider a rewrite.
So, how should you use fear in your copy? Use fear in a way that will motivate people to take action with the offer you’re presenting in front of them. Scare them just enough so they’ll be motivated into action. Make them very happy to see the solution right in front of them. Fear is a basic human feeling. Tap into that.
Descriptions and Stories
A problem I often see is that people are too dull in their copy. They don’t use elements of storytelling to draw people in. You’re not writing an essay. You want to be exciting, yet not over the top. Tell stories in your copy to draw people in– either your own or someone else’s.
Be very descriptive. Your goal should be to paint a picture with words. Many copywriters and marketers are too vague. Be specific and descriptive. It can really help to read great fiction to note how great storytellers weave stories that help the reader paint a picture in their mind.
Showcase Your Authority
Sometimes, I’ll see a great offer and get pretty excited about it, but I won’t buy because I’m not sure if the person selling the product is credible. People need to feel that you know what you’re talking about.
Try to convey your authority as you present the solution. Take people through your journey– where you had the problem but discovered the solution. This can help them feel connected with you and can also show that you know what you’re talking about.
You also should add certain cues, graphics, and details to your sales page that people associate with authority. This can instantly boost your own authority.
For instance, if you’ve ever been published or featured in a magazine, have been featured on a popular website, have a testimonial from someone well known in the niche, you can note that appropriately on the sales page. This is especially helpful if you’re not very well known in the niche– associating yourself with authority works.
Create a Sense of Belonging
Another basic human need is to belong. People want to feel like they belong to a group. No matter what the problem they’re having is or what they’re struggling with, this burning desire to belong holds strong. They want to feel that others have the same values and desires that they have. Draw them in and help them feel a part of the solution. Don’t make them feel separate from it. Does your current copy do this?
Get People to Commit to What They Want
If people have stated that they would like to do something or that they’re desperate to do something, they’ll be much more likely to follow through when they’re presented with a solution.
Get people to verbally or even subconsciously commit to wanting the solution before you present it to them. This is a great thing to do in your email auto responders and during prelaunch. Ask them questions related to the solution that they’ll respond yes to and agree with. They’ll be a lot more likely to buy by the time they reach the buy button.
Have you given more than you’ve taken? Yes, we are talking about sales pages right now, but that doesn’t mean you can’t give a lot of value. If you give your current clients and customers something for free, they’ll be much more likely to follow through and buy something from you as a result— it’s human nature.
You can even use the power of reciprocity right on your sales page. Give away very valuable information right there on the page. Your customers will note that if you’re giving such helpful information away for free on a sales page, then it’s all but guaranteed that your product will be remarkable as well.
Whether you’re launching something for the first time or you just want to revitalize sales, using scarcity can really work wonders. Put a limit on the number of copies you sell. Or, consider a limited time low price. There are so many different ways you can work this to make people take action now instead of later. Does your current sales letter create any sense of urgency?
Examples and Benefits
It’s very important that you focus more on benefits on your sales letter then you do on features. What do people really want? They aren’t buying your product just to have it– what is their ultimate goal or motivation for wanting your solution? Consider that and figure out what your biggest benefit is.
Use the biggest benefit in your headline. The headline is what calls out to the right kind of people and sets the tone for the sales letter.
If you have a dull or untargeted headline, people will likely just click away. Put the biggest benefit in your headline and they’ll want to read further instead.
Also, if you have a lot of statistics in your copy, consider changing the way they’re presented. Instead, give examples and use descriptions to paint a picture for the reader.
Sneaky Tricks to Get People to Read On and Buy
Sometimes, your biggest challenge will come from getting people on the sales page to start with. Here’s just one example you can use to brainstorm more ideas.
In your email promotions, you can offer them a special coupon code… but they’ll have to hunt for it. Make it a game to spark that initial interest.
The sales letter will have to draw them in and do the rest, but having to find something will help them make that early commitment, like we talked about. If they know they’re hunting for a coupon code they are already very likely to buy.
Brainstorm additional ways you can tweak your copy to get people interested. How can you get more people on the page in the first place?
How can you make sure that your headline calls out to exactly the right people? How can you stir up those emotions and make it inevitable that targeted people will want to buy? Answer these questions for yourself, examine your current sales letters and make some changes, and change your strategy for the future.