Copywriting, Conversion and Your Customer's Comfort Zone

Copy, Conversion and Your Customer’s

Comfort Zone

How are you

feeling?

Discomfort is the mother of all

conversion killers.

The chief conversion officer:

the copywriter.

Is conversion the right word?

Do we really change people?

Appealing to a desire that already exists.

You need to get your customer to agree this is the time and place to

take action.

You need to get your customer into a

comfort zone.

When readers don’t feel good,

they’re gone.

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery



Common Causes of Discomfort

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The key to overcoming confusion is

clarity.

Write a clear

headline.

We have a disconnect

Twitter ad

Landing page

A clear connection

Twitter ad

Landing page

Watch the language.

industry gargon. And…

marketing bull.

“Executing Real World Operational Strategies to Propel Innovation”

“State of the art” “Core competency” “Right-sized”

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The key to overcoming distraction is

focus.

Keep it

simple. An effective web page has one job to do.

Landing page: Get the form filled

Build your case

Write what needs to be written.

Don’t count characters, but make every

character count.

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Overcome apathy by making sure nothing begins to feel

optional, less urgent. irrelevant.

Application:

A selling proposition articulates how your offer applies to the

reader’s needs.

Benefits:

Answers the question:

what’s in it for me?

How to __________________ .

An example of how to (blank)

Context:

Qualify and

disqualify.

Difference:

What can you deliver unlike

anyone else?

Emotions:

Tap into pleasures and pains with

power words.

Context: marketers Difference: focused budgeting

Emotions: love

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You can’t bore people into

buying. If attention is the web’s golden goose,

boredom is its rotten egg.

Make it fun.• Lighten up • Tell a story • Push emotional buttons • Ask questions • Introduce characters • Speak to memories, values, dreams • Use your sense of humor

• And remember who you are talking about…The reader

Give it rhythm.• Brief opening paragraph • More paragraph breaks • Vary sentence length • Subheads • Bulleted lists • Photos with captions • Pullout quotes

• Web copy needs to be skimmer friendly

Your copy stops working when it feels like

work.

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Desire - Friction= Conversion rate

Give readers what they are looking for:

ease.

Introduce ease.• Shortcuts • Fast tracks • Templates • Cheat sheets • Checklists

• Assure readers you’re leading them down the fast and easy path

Reduce risk.

• “What if” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless

• Help readers imagine the satisfaction of realizing a positive outcome

• Share the problem… “I once had the same problem you’re facing”

Speak to the

dream.

Overcome

objections.

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Write

conversationally. • Casual • Caring • Direct • Simple • Break rules

We talk too much like marketers because we’re not listening to our customers.

Develop pathological empathy for your customer.~ Ann Handley

Empathize

Use first and second person voice.

Actual landing page: marketing jargon

My fix: voice of the customer

The source of the headline idea comes from a customer testimonial.

Actual landing page: marketing jargon

My fix: voice of the customer

The source of the headline idea comes from a customer testimonial.

Offer

proof.

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Give your reader ultra-clear directions.

One choice wins.

Use compelling verbs. Start… Try… Reserve… Buy… Get

If you’re not creating a landing page, you’re creating a leading page.

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Overcome

Avoid

Foil

Elude

Prevent

Displace

Remove

You may not transform readers, but you can make them feel good about taking action.

www.feldmancreative.com

http://www.feldmancreative.com

http://www.feldmancreative.com

Copywriting, Conversion and Your Customer's Comfort Zone

Marketing