The most important thing your print, website, blog, and social copy has to do is convince your reader. If you had a sure fire formula for getting rid of their doubts and convincing them, would you use it?
You’ve worked hard to get potential customers to your site, and perhaps you haven’t convinced them to make contact or buy something. A lot has to happen before you convince your visitor to become your customer. Your product or landing page has much more power to convert a customer than you realize. How is one page so much better than another?
From the Hook to Post Purchase Anxiety
Copywriting has to fulfill many different demands and most people mistakenly believe that copy only needs to inform. “The new iPhone 6 has a 5.5” hi res display.” Oh ya, so does the Samsung Note 4. That’s not convincing.
Handing out some data won’t create a customer. Instead, your copy from beginning to end must catch and hold attention, build interest, engage, persuade, convince and satisfy. Non persuasive landing pages, advertising, or blog posts fail because they’re either missing a piece or the whole enchilada.
7 Steps to Convincing Copy:
- Relevant ─ a topic they care about and need information on. Find out what they don’t know and present a topic that’s relevant right now.
- Has a Hook ─ this is a promise or hint of satisfaction usually placed in the heading that catches attention.
- Builds Interest ─ The first paragraph builds the connection to satisfaction with some related ideas or story pieces that gets the reader past their initial reserve/doubt and raises their hope.
- Engagement/Persuasion ─ At this phase, the reader is persuaded and is identifying with the story, quest, issue or concern you created, and they’re starting to explore and believe in the promise you claimed. Here, you’re putting forth your main unique points of differentiation in a way that complies with their beliefs and values. You’ll be showing reasoning, authority, social proof, generosity, likability and that your product/solution is very unique and scarce. With these in place, customers tend to comply with your requests.
- Convincing ─ This happens when all of your points of value and persuasion point to your solution, and solve their doubts. But you must bring it to a focal point in their mind using a clear value statement, emotion-inducing picture, or offer an incentive so all their key needs are met and doubts resolved.
- Compliance/Call to Action ─ Compliance is where you get them to behave automatically or in accordance to accepted standards of behaviour and is consistent with they believe, therefore they’ll feel compelled to agree to your request (call to action).
- Post Purchase Anxiety ─ Why do people abandon their shopping carts full of products even though they can afford them? Because they weren’t really sold on it, and got that far via sales tactics. Shoppers will forget all you told them and will worry about how they’re going to feel later. Doubt creeps in where it’s allowed to. At the end of your article, or in your shopping cart purchase page, you must reinforce your unique selling proposition to them.
Small Improvements Bring Huge Increases in Revenue
Keep in mind, that out of 100 visitors, you will lose readers as your page misses one of these essential points. A 2% conversion rate means your page has failed 98 times out of 100. It’s important to discover where they leave so you can repair the weak spots and thus convert more traffic. What would happen if your new pages doubled your new customer count?
Advanced tracking will be the topic of another post, but ask your analytics expert how you can track what visitors actually see and interact with on your page. Find and mend those broken bridges because they’re worth a lot of money.
There could be plenty of reasons why your content marketing isn’t working. Take a good look at your unique value proposition and how your product compares to your competitors. Ensure you know your customer well. After perfecting your copy for sales conversion, you’ll need to integrate SEO and evergreen content elements into it too.
If that doesn’t work, it’s time to bring in the Pros!