Marketing and Copywriting are connected so well. Think of social, paid or organic all of them are tied with copywriting. When it comes to conversion copywriting, it has only one goal and that is to improve conversion, persuade people to take action (buy or sign up for an email list)
Copywriting is critical Or shall I say without copywriting marketing is impossible?
Copywriting is important because it drives profitability, earns an ROI and achieves your business’ goals by convincing your target customer that your product offering will solve their need and offer them value.
Marketers can’t live or breathe without copywriting as this allows us to talk about the services and product that we offer to our ideal customers and how it solves their pain points.
As explained by CXL Institute, a copy can make or break your marketing effort. The only reason is “We sell with words”.
A good copy consists of:
- Well researched audience
- Defined Value Propositions
- Defined USP or Unique Selling Propositions
- Compelling Headline and Body texts
What is Copywriting?
Copywriting is essentially done for advertising or marketing. The written copy will typically link back directly to the company’s objectives, perhaps helping ideal customers to sign up to an email list or buy a product.
Copywriting is very result-driven and all that matter is the selection of right words that helps the visitor on your site perform the desired action.
CXL institute high lights the importance of copywriting skills and how it can be a game-changer.
How to write a copy that converts?
You may have started to think that maybe you need to be an experienced copywriter or perhaps you need a fancy certification in marketing to write a copy that converts?
Sadly none of them is true.
The process of copywriting includes:
Research Your Audience:
The major goal of copywriting research is to make your audience feel understand what your product or services are about. And all we’ve got is words. We need to share how the product helps them to do the X, Y or Z.
In other words, we need to wear the shoes of our customer and see what they want, how they want it. How should we describe the product that will evoke emotions and more importantly we need to know what matters the most to them.
Research in copywriting is so critical. Without it no matter how long the copy is or how good the copy is doesn’t matter.
If customer don’t see any value, if the customer don’t find their answers to their questions, they won’t buy!
Research is a key step in the process of copywriting, and a secret sauce for copywriters.
The best example provided by CXL is of Ogily’s Ad.
David Ogilvy had the task to do copywriting for a Rolls Royce ad. He spent three weeks reading about it before he came up with the headline and the rest of the copy. While he was talking about advertising, it equally applies to your website copy—the goal is to get people to do something.
“The consumer isn’t a moron. She is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.”
Most people get it wrong at the first time. What we actually see is most people research the product and then they make customer persona and start writing about it. Which is indeed based on their intuitive.
There’s another great example shared in the training where David Ogilvy asked his copywriter if he reads books on advertising or no? The copywriter responded no and shared that he write everything based on his intuition or in other words, ” I write what I find is Good”
David shared this message which is a great takeaway for all marketers:
“Suppose your gallbladder has to be removed this evening. Will you choose a surgeon who has read some books on anatomy and knows where the gallbladder is, or someone who relies on his own intuition?”
You know the answer right? This is why research in copywriting is the first and the most important process.
But when they do, they miss the opportunity to really understand the most important person in every copywriting project — the customer.
They don’t know what matters to their customers and what convinces them to make a purchase. Decisions about how to write the copy are made without talking to the people who eventually will put their hard-earned money onto the table to buy the product or service.
Make Outline and guideposts:
Writing outline is important. It gives the initial structure to the content that what are we gonna talk about. The simplest guidepost can be:
Headline, Sub-Headine and Bullet Points.
Example can be:
Content Marketing That Help You Get Leads (Headline)
We help SME’s scale with SEO-focused content marketing. (Sub-Heading)
SEO Services we offer: (Bullet Points)
- Content Pruning
- Keyword Research
- On-Page Optimization
- Content Strategy
- Internal Linking…. etc ( You get the idea💡)
Optimize for Conversions
Conversion is what we all want from our business or website. Hence optimizing a copy for the conversion is important and it requires a thorough check.
Optimize the copy for clarity: what the product is, how it will help me (customer), what value would I get.
Optimize it for information: Is there a question unanswered (could the pricing of your product/service)
Persuasion boost: Is the copy persuasive enough for the customer to take out their wallet and use their credit card? If no, you’ve got a job to do.
Define Your Value Proposition
What is Value Proposition anyway?
First, we need a good working value proposition definition. Put simply, it is a promise that your business intends to deliver. It usually includes a headline and two to three descriptive sentences.
A Good Value Proposition will:
- Clearly states what should a customer expect
- Provide help to solve pain points of the customer
- Convince a customer to purchase your product or service
- Differentiate you from the competition
- Be easy to read and understand
It starts with a simple question: What’s in it for me?
We need to communicate with our ideal visitors about what exactly they will get if they buy my product or services. In my case, I provide SEO Services to improve ranking, leads and sales. If someone don’t find it valuable, they get my work for free.
Read also: Social Proof
Takeaways from CXL Conversion Copywriting:
Always research your customer about their needs and pain points. This means we need to spend 80% of the time researching and 2o% on the actual writing. Then it comes to the actual value we are providing or promising. We have only got 3-5 seconds and we need to convey the value that a customer will get.
That’s all in this post. More sharing in the next week 😉