A piece of compelling copy will dramatically improve your conversion rates regardless if you’re selling an eBook, an online course or want prospects to sign up for your newsletter. Content marketing plays an enormous part in any marketing campaign with 25 million pieces of content shared daily! Marketers set aside more than 25% of their entire marketing budget for content marketing. A piece of copy that converts can activate the right emotions to persuade the prospect to become a loyal customer. There are several ways to improve your return on investment (ROI) by improving the quality of your content.
Copywriting is a skilled craft and a successful copywriter is a skilled salesperson who understands people and uses the right words that evoke a response from the targeted audience. Copywriting that leads to conversions is not easy to achieve. The content must grab the reader’s attention and then influence them to perform an action, this is no walk in the park. However, certain adjustments can be made to your copy to make it more persuasive.
There are a few easy tweaks that you could do to improve your copy. The first thing you should do is shorten your copy. No matter how well-written a piece of copy is, if it is too long and keeps going page after page, then you’re very likely to lose readers and increase your bounce rate. Keep your text relevant and concise. If you keep your text “short and sweet”, then the readability of your copy will certainly increase; avoid using flowery language. It will only make your text harder to read. Also, write as you speak and try to use the active instead of the passive voice. Verbs are more persuasive than adjectives. For instance, advertising your service which will “save you $59.99” is more convincing than if you simply describe it as “cost-effective”.
Let’s now take a deeper look at some effective copywriting strategies guaranteed to increase your conversion rates.
The best way to create sustainable business growth is to continuously provide engaging content to your clients and prospects. However, you first need to know who your target audience is before you can start engaging them. What you need to do is to map out a buyer or a customer persona in order to be able to attract your prospects and have them perform the actions that you seek from them.
Naming Your Persona
Start the process by giving your buyer personas individual names – Tim, Ricky and Melissa. Next, place them into particular groups according to their demographics and background. Your personas should have an age assigned to them, where they come from, places they’d like to visit, job titles and so on. At this part of the process, use information from surveys and various online forums.
A good way of getting raw data is by calling (via Skype) your customers and having a genuine conversation that will help you understand your target audience. If you can, get in touch with your customers this way at least twice a year.
If on the other hand, you aren’t able to have a phone conversation with customers, then use email and all the different social media platforms to get the necessary information. In other words, you have to do online research. Let your subscribers and followers know that you are conducting a survey in order to improve your product or service. If you don’t have any subscribers or followers, then simply use information from your competition. Head over to their webpage, read online reviews about their product or service. Try to identify their customers on social media and try to learn as much as you can about them.
When users visit your webpage and stay longer than a minute, you can ask them kindly to fill out a quick survey; you’ll be astounded at the amount of data this tactic will generate for you.
Building a persona is an involved process and you have to apply a little finesse to get the most insightful data. Try to understand what motivates the person even if they don’t flat out state it.
Also, don’t forget to use search term analytics; you can get insightful and actionable data this way.
Primary & Secondary Persona Groups
Another useful tip when constructing buyer personas is to determine whether they fit in your primary or secondary audience group. Also, include the persona’s aims and the different ways they might go about achieving them. This will shed some light on the best way to engage and convert them. Many marketers also assign a photograph to their persona to make it more personal, and thereby easier to engage. Building a buyer persona has become a common method used by an increasing amount of businesses to improve their marketing efficiency.
A template can be a handy tool to help you along your persona making process. Any good persona building template should ask for the age range, main responsibilities and concerns, days most likely to consume content, major fears and interests. These templates will help you to construct an accurate representation of your target audience.
Headlines Must Be Clear And Concise
Underestimate the power of a headline at your own peril. It can very well be the case that a huge percentage of people will read your headline. However, if your headline isn’t exciting enough you’ll be lucky to even get 15% of the people to continue reading the rest of the copy.
Therefore, your headline plays a vital role in drawing attention to your content and persuading them to read the rest of your copy. People today are bombarded with information, web content and unoriginal copy. As a result, our attention spans have greatly decreased. Noya Lizor, Director of Content of Viola Group explains, “The average adult’s attention span is less than that of a goldfish (just 8 seconds).
So if the thing that is supposed to convince us to click on something doesn’t manage to do it in an instant, then we move on to the next item with ruthless indifference, and that’s because we have evolved into content snobs by pure necessity”.
The Sea Of Mediocrity
Millions of blog posts, literally, are published daily. If you want your copy to stand out from all the derivative text, then you must write clearly and concisely. Otherwise, you will drown in the sea of mediocrity. Many copywriters and marketers have mastered the art of writing catchy headlines that grab attention to lead the reader to well-crafted copy consisting of well researched and popular keywords.
Efficient Page Scanners
Where many content writers need to improve is in making their headlines clear. Apart from getting the readers to keep on reading, headlines have to accomplish other things as well: they should increase drive search traffic and referrals. How can they do this if the headline is unclear and the reader cannot judge what the content is really about? Always keep in the back of your mind that people are not going to read your content from the beginning to end. Instead, we have all become very efficient “page-scanners”. Involved reading of yesteryear has been replaced by skimming through pages and scanning for interesting nuggets of information. Include several subheadings in your copy so that as readers are scanning your page, they can easily discover what your content is about.
Numbers & Headlines
Use numbers in your headlines. A headline with numbers in it will attract more readers to the post, offer certainty and get more people to share it. This is a big reason why so many headlines of major blogs include numbers in their headlines. Think of Buzzfeed and some of their headlines: “18 GIFs That Perfectly Sum Up Dating” or “25 Gorgeous Puppy Tattoos”.
Keywords & Headlines
Next, include the right keywords into your headlines because you will attract more search visitors and generate qualified leads at the same time. A proved way of amassing a devoted audience is by providing answers to questions or problems that occupy them. Your prospects or customers are typing into the search box of every search engine the questions they need answering. That is why you need to engage in keyword research and include search terms in your headlines.
Build Trust With Your Readers
A necessary condition for improving your conversion is to be sure that your target audience views you as trustworthy. Consider writing a powerful and transparent “About” page. A compelling “About” page that gives you credibility with your readers should have both your photograph and a story about your brand and business. Don’t hesitate to include stories about both your success and failure; this will make you more human and therefore relatable. Transparent pages typically generate the most shares on social media.
Use the AIDA Model
Many factors contribute to the success of your copy. A study done by LinkedIn Technology Marketing Community found that there are three major components that make a piece of content compelling: how relevant the intended audience found the content; whether the storytelling in the content is engaging; and whether the content triggered any particular action.
The Promise In The Headline
Successful copywriters rely on the AIDA model to accomplish these goals. AIDA is an acronym for Awareness, Interest, Desire, Action. Once you have attracted attention and created attention with your headline, you need to keep the promise that you have made to the reader in the headline. The interest is created in the first paragraph of your text. Many readers stop reading a piece of copy because they can’t identify the promise made in the headline in the rest of the text.
However, if a reader notices a promise, then they are much more likely to stick to the end. So let’s say that you’re writing a blog post about losing weight without hard work. You might want to go with this headline: “Easy Dieting That Works”. In the text that follows, reassure your reader that they don’t have to starve themselves to lose weight quickly.
The Desired State & Reality
Next, you need to harness the power of desire in your copy. That means identifying space between the prospect’s desired state and reality. Your copy should address that gap and provide a persuasive way of bridging it successfully. Also, make the action that they have to take to achieve their desire as seamless and easy as possible; their purchasing experience should be hassle free. An effective way of drumming up desire in your copy is to emphasize the strongest benefits of your product or service. Successful copywriters typically embed bullet points stating the benefits within the copy, which makes it easier for the reader to scan and understand. Let’s say that you want people to sign up for your newsletter which advises how to build passive income. Here are some of the bullet points you could use in your copy:
- Make money while you sleep
- Build your brand and make thousands of dollars as a side hustle
Call To Action
Finally, we reach the call-to-action part of the AIDA strategy. Avoid the common mistake made by copywriters who fail to convince prospects to perform a certain action even when they’ve followed and successfully executed the previous 3 stages.
The call-to-action you use will depend on the type of content you published. Even though people will organically share content on various social media platforms provided that they found the content exciting and engaging, it pays to ask. For a well-researched and insightful post, you should ask that readers comment or share the post on social media.
Provide Value & For The Business
Copywriting used to only be about promoting or selling a product or service. Today, prospects and customers demand more from their copy; they want to be informed, inspired and fulfilled. While your copy should do all these things, it should also encourage the prospect to make a purchase. Always add a share button to your copy so that readers can easily distribute them on social media platforms.