This is writing that gets people to do whatever you intend them to do on your website whether that is to sign-up, get a strategy call or make a purchase.
It is writing that is goal driven.
This Kind of writing takes into consideration the Voice of the Customer (VOC). You have to know what the customer wants, feels about your product or service and the journey of awareness that your customer is in, then wove that into your copy.
In order to write an effective conversion copy, one needs to follow a proven process.
Six Steps to Effective Copywriting.
- Research
- Outline and guideposts.
- Draft Copy.
- Conversion boost.
- Revise, Rearrange.
- Test
Research:
This is the most important step of Conversion Copywriting. It involves getting out office,
interviewing prospects, sending out surveys and questionnaires, whether online or off line in order to understand the thoughts of the customer.
Outline & Guide Posts:
This step provides an outline for the rest of the project. You ought to follow an outline if you are to address every aspect that needs to be covered.
The contents of the Home page, Sales page, should be clearly outlined.
The research in step one helps you craft a killer value proposition ( a reason why people should do business with you) on the home page.
The sales page should outline the features and benefits of your product, address FUDs (Fears, Uncertainties, and Doubts), offer testimonials, and have a strong and clear CTA (Call to Action)
Draft Copy:
Here is where we shape the information above that is still in its raw state into compelling headlines, sub-headlines and body copy.
The copy now gets a kind of messaging framework.
We must:
- Avoid Jargon and blandvertising.
- Be specific.
- Provide complete information.
- show the price.
- Make the copy about them not “you”.
Conversion Boost:
Now that you have your content in place, give it a conversion boost by; applying a persuasion technique, adding micro-copy, have all questions answered.
Revise, Rearrange or Edit.
Momoko Price in her course https://cxl.com/institute/course/product-messaging/ discusses 7 Simple Rules to edit by:
- Be Clear, even explicit.
- Match the readers mindset.
- Blow them away with value
- Use quantifiable proof if possible.
- Don’t just talk..paint a picture.
- Show and tell generously.
- Cut anything that’s not doing real work.
Test
The only way to predict how well the copy will do is to test it. Make 2 variations of the copy and test.
Conclusion:
Prior to taking the Conversion Optimization Mini degree at the CXL Institute, I had taken a Udemy course on copywriting and I had the impression that copy writing was just about being persuasive enough by applying Robert Cialdini’s principles of Persuasion.
I have now understood after taking Peep Laja’s course on introduction to conversion writing and Price Momoko’s course on Product Messaging that:
Content writing that converts is about entering the mind of the customer and communicating their mind in your copy.
Collecting data and giving evidence based content rather than just persuasive rumbling.
This course has proved to me that its possible to become a great content writer without selling out. Truth does not kill your copy. It makes it believable and attractive
