Want to generate more leads and increase sales?
You need to apply powerful copywriting strategies.
Here’s why this is so much important:
With a simple twist of words, you can see how compelling the first ad copy sounds.
In fact, learning these copywriting strategies will help you level up your inbound marketing efforts
Many marketers simply ignore this amazing art. Which is kind of funny, because everything else won’t work unless you have a copy that sells.
And that’s precisely what I’m giving you today.
Let’s start learning about these tactics in detail.
Back in my landing page copy technique, I laid down the exact purpose of headlines:
Always clear and concise with the offering.
Inform and educate more in less words.
It applies to every niche and for every copywriter. It doesn’t matter if you’re offering products, services, opinions, or simply information.
Even if you aren’t offering a product or service, you’re still offering value. Of course, in exchange for people’s attention.
So, your headline should make the purpose known before someone starts reading your article.
A headline can have suspense at times, but only when it’s necessary. For instance, you did a survey or a test and the results were shocking. These sorts of posts can have an essence of context and miss the actual result.
Doing that you’ll make it extremely hard to ignore resulting in more click through rates.
Avoid jargon as much as possible.
Understand Your Audience
The outlook of your copy should be relevant to what your audience loves to read. That’s what a brilliant copywriter does, understanding the people.
Before you build an outline for your copy, find answers to questions like:
- Who will be reading this copy and why?
- Is the content engaging, attractive, and readable? Does the audience have enough knowledge to understand and process it?
- Why should people read this and not something else?
- What exactly they need to know about this product/service? Am I giving them the most helpful information?
- Is the copy delivers what the audience expect? Is it undervalued?
- What makes them tick to buy this product/service and how can I use it in my copy?
- How can I maximize the profit from their retention period?
Ask these questions and if you don’t have answers, you know you need more research and understand of your audience.
So, how do you analyze your audience?
There are many ways to do that. Few of them are:
Using Google Analytics
Read the demographics report, check your top landing pages, and go through your blog’s behavior flow. These data will help you know exactly what visitors are attracted to once they land on your blog.
Use Social Media
Find relevant Facebook pages, Twitter profiles, Youtube channels, and Instagram accounts to understand what kind of content suits best for your industry. For many niches, Facebook posts have a higher conversion rate than Twitter and for some, YouTube works exceptionally well.
Analyze Your Competitors
Your competitors have already established their authority. By using an SEO tool such as SEMrush or Ahrefs find the best content, traffic analytics, and PPC campaigns of your competitors.
The data will help you understand their top-performing pages, their best traffic source and if you wish to spend on PPC campaigns, you’ll already know which keywords to target first. The data will also help you build the buyer persona.
Listen to your customers
The realest feedback of your product comes from your customers. Since they have the first-hand experience and know the pros n cons as a customer, their feedback is highly valuable to write your next copy.
Your customers will tell you what they expected from your product or services and what they really got in return.
There are some questions only your customer can answer. A few of them are:
- Is your product as good as you advertise? Is it fulfilling all the promises made before purchase?
- What is missing in the service? Is the service deprived of essential aspects?
- Will your customers recommend the product/service to friends and family? Do they need a referral discount?
- Will your current customers keep using the product/service for the period they’ve committed to? (in case of products that charges recurring premium)
- Is your website easy to navigate? Can they find their preferences quickly?
- What kind of recommendation they seek before they bought from you?
- Do they find your advertising copy relevant to the product and after-sale?
Depending on your niche and offer, there are hundreds of questions you can ask your customers over a period of time. The best way to ask your audience is by reaching them directly, via email.
Email marketing is better than social media due to the fact that it has a much higher conversion rate and low acquiring cost. On average, I can get an open rate of about 39% on my weekly emails.
Click-through rate (CTR) varies as the objective of a particular email affects the necessity of clicking a link.
However, for survey emails, if sent within the first 7 days, the CTR is pretty good.
Expand Your Offerings
If you are offering a service in a single industry, you’ll have limited resources to capitalize on. Which means you’ll have less valuable emotional triggers and narrow audience reach.
If you don’t, you’ll have to write about a single product and try to market it to everyone possible. You will still attract a niche audience and not everyone is willing to pay the same, even if it is a narrow niche.
A narrow audience reach is good when you have a goal making money from blog doing affiliate marketing, selling courses and placing ads. But when it comes to writing a copy that sells, you need to have a line of products to cross-promote.
It doesn’t mean you need to have “completely different” products.
You just have to have a line of products in your sales funnel to create an offer of different pricing. This makes it easier to target “hot buyers”.
With an offer expansion, you eliminate the chance of losing customer interest. Because now they have multiple options to think about, and affordable prices to pay.
Capitalizing on the offering you can build multiple stages in a copy, dedicated to each offer and audience. You will be covering a larger market by helping low-cost buyers while reaching more people that are interested in an affordable offering.
Leverage Social Proof
I can’t emphasize much on adding social proof to your landing pages. Social proof is what makes people interested in your product/service offer.
This is as important as it gets. Because without deep interest, your existence doesn’t matter to your audience.
It’s the single most important attention-grabbing and encouraging element on your landing page. Social proof is the phenomenon of people following actions of others such as their peers, friends, and colleague, etc.
If your friend’s getting a pair of Jordans, you would like to have one too. If you are getting a Macbook Pro, your friend would like to buy a Mac too. That’s how social proof works. We tend to look to others in search of what we “think” we need.
People and especially millennials have FOMO, the fear of missing out. We don’t wanna miss out on the latest fashion trend or tech etc.
For instance, if you want people to pay attention to your SaaS product which has hundreds of competitors, you’ve got to use social proof. When people see an offer accepted gladly by others, they go for it.
And social proof helps you just activate that FOMO. Without much effort, you can boost your leads and add customers to your list.
Your copy is unfinished without multimedia, such as images and videos.
Descriptive images that show what a product can do, or inside pictures of how you operate behind the scenes to offer services. Images and videos turn out to be more engaging, everywhere.
Whether it’s email copy, a blog post, a sales copy, or a lead generation popup. Multimedia is more attractive, and people tend to engage with them more often than text.
It helps reduce the bounce rate and helps people understand complex stuff quickly.
Videos tend to outperform images, particularly on CRO and on many other levels. With video hosting platforms like Vimeo and Wistia, you can capture emails straight from your videos without any extra effort.
Both images and videos are an on-page SEO factor too. Adding interactive and relevant images increases the time spent on a page. Which then shoots your pages above in rank.
The idea of creating custom images is something I love. Custom images like infographics are huge backlink magnets. And tools like Canva and Stencil make it super easy to create images of any size and shape you want.
Just like social proof increases interest in a particular product, testimonials increase trust. In fact, without testimonials, it is hard to sell a new product or service.
Testimonials are recommendations, reviews and options for your product/services from others.
The same way your friend recommends you try a new A/B test tool and you gladly do it. Because your friend has told you so many good things about this tool, you willingly try it to find out if it is indeed as good.
When asking for testimonials from your customers or colleagues, you should be asking questions such as:
- How would you rate my product/service?
- What’s your success story and how my product/service has helped in achieving it?
- How good was your experience?
- What was the most valuable thing you got out of it?
- Are you satisfied with my services? Would you recommend it to someone else?
Unless your product/service solves a huge problem, you will need other people’s recommendation to sell.
But not just any, we are talking about video testimonials. A video testimonial has a greater impact over a text or a picture.
The fact that you can hear, see, and observe the person who’s recommending a product builds more trust. And it’s not possible with pictures.
Asking for testimonials can be tedious. Just so you don’t burn your energy out on asking for a review, use tools like NinjaOutreach and ConvertKit. NinjaOutreach will help you find people interested in your offer.
ConvertKit will help you reach your customers and subscribers through sequences. Setting up an automation sequence will help you collect testimonials on a regular basis, without any interference.
Giving a testimonial to some is hectic, more than asking for it. That’s why you’ll have to use a strategy called Ethical Bribe. When you are giving an incentive to give an opinion, most of the time you’ll get a response without pushing too much.
There’s a famous saying marketer often use: People don’t buy on logic. They buy on emotions and justify it with logic.
People are emotional. You and me as well. I mostly buy based on emotion, when I buy action figures or new launches from Kickstarter.
Here’s a little psychology behind emotional content, and why it is so compelling:
The way we buy premium stuff is a great example to understand emotional triggers. Take Swiss watches for instance. They are the finest, but most people really don’t need them. They can wear a much cheaper watch and would still be able to check time properly.
But there are acceptance, confidence, and FOMO triggers. You don’t want a cheap watch to ruin your confidence and make you feel lie you don’t belong with your peers.
We humans, rarely use logic before purchasing ANYTHING. The study Gerald did, outlines it straight.
You as a marketer can use the emotional trigger in your copy and watch your sales go sky-high. Just a simple story that connects with a group of the audience will do terrific conversions and sales.
Your content needs to resonate with people.
The goal is to connect with your audience. Talk about the problems you’ve faced, and people who’ve experienced the same will see themselves in you. That’s an instant connection, a virtual rapport.
Here comes my most emphasized element of copywriting. The promise. The offer.
If you can’t deliver a promise, just don’t make it. It’s absurd and unethical. You can promise to personally help me get healthy and give me a pre-recorded 7-week program in return.
The offer, your promise is a part of the call to action section in the copy. The sole aim of a call to action (CTA) is to get the desired action out of visitors, readers, and prospects.
Well, the promise is a part of the headline as well. So, don’t add anything you can’t fulfill in your headlines just to gain more attention.
If your CTA is weak, then nothing else would help you sell more. Whether you’re trying to get more leads or sales, CTA has the biggest influence on how your campaign would end up.
You don’t have to add unnecessary charade and shine in your copy.
The better your product is, the stronger you’ll be able to present your offer. Don’t be impetuous, be bold, and confident.
When the product is great, promising great results becomes easy and more or less a natural process. You firmly believe the product or service will give the desired results so you don’t hesitate while making bold promises.
While writing a promising pitch, make sure you sound confident. If you are not, readers will sense it. It is easy to sense if you don’t believe or preach what you say, from your content as well.
Make a promise boldly so when the visitors read it, it fills them with paramount confidence as well.
Show Expertise & Authority
The comes credentials. Credentials help you build an authority in your niche. Want to become an industry expert everyone loves to cite?
Show your expertise, support it by credentials, and dominate your niche to become an authority.
That’s what I believe is the simplest way to gain trust from your visitors. A landing page without credentials of whomever it is, the seller, instructor, developers, or CEO is vague.
It doesn’t make any sense!. Why would I buy anything online from someone random?
So, always add your credentials to gain the trust of prospects.
Link to your social media profiles, most importantly to LinkedIn and Twitter.
Write a short and to-the-point bio to mention who you are, what you do, and why you’re the ONE to buy from. The add a link to your complete about page beneath your bio.
This step is important especially if you’re going to sell courses and training services.
There’s nothing wrong with praising yourself and the work you’ve done. Be proud when you write about your accomplishments and success stories. People love to hear that.
Whether you are driving traffic through paid ads or using inbound marketing (ex. SEO), your sales won’t jump unless you optimize your copy.
The content you write has the highest weight in conversions. Don’t forget that.
Creating a better copy will help you increase the traffic and subsequently convert more visitors into customers.
Now it’s your turn to put these copywriting strategies in action.
What strategies have helped you to get more traffic and conversions?