10 Copywriting Tips You Think You Know (But You’re So Very Wrong)

]Do you know Copywriting?

Think again and read

this article from 

Content manager  and  Digital Careerist  Jacob McMillen

 

copywriting tips

Copywriting is the focal point of conversion rate optimization. It’s the glue that holds the conversion funnel together.

 

Without copywriting, your business has… well, nothing.

Unfortunately, most people (and dare I say most copywriters) are just awful at writing copy. They can tell you all the right principles and even write a fantastic blog post on the best copywriting tips, yet when it comes to actually writing the copy, all that knowledge goes out the window.

So that’s what brings us together… today.

We’ve already discussed the psychology of persuasive writing, but in this post we’re going to focus on some incredibly practical and insanely important copywriting tips that most everyone can recite in their sleep yet somehow rarely make it the published landing page.

You can’t afford to get these wrong.

1. Take Your Readers Through A Narrative

They say that good storytellers make the best salespeople, and that’s not a hard concept to believe.

We all know those people – the people who have a way with words and make anything they’re talking about interesting. When you hear someone telling a story (and telling it well), it’s easy to feel like you’re a part of it. We get sucked into the flow of words, thoughts, and ideas.

The psychological term for this phenomenon is called “neural coupling“, and it describes how the listener’s brain patterns tend to mirror that of the speaker during communication. This coupling occurs when the listener is engaged with the flow of communication and breaks when they get distracted or are unable to comprehend what’s being communicated to them.

Now, notice this point didn’t read “tell a story”.

Storytelling has a place in marketing, but when we’re writing copy for a website landing page, telling a story in the traditional sense isn’t always the best use our limited space.

Instead of story, think narrative.

A narrative is an account of connected events, with connected being the key word here. It’s very, VERY important that every piece of copy on your landing page is connected.

Many landing pages I see today consist of a bunch of copy segments that cover a range of topics and hit on everything the site owner thought would be important to cover. In the worst cases, the site owner selected a WordPress template and then hired a copywriter to fill in the text spots.

There is no flow. There is no connection. There is no chance to create that neural coupling effect with the reader.

Instead of creating multiple segments, think through the journey you want to take your readers on. Where are they when they land on your page? Where do you want them to be when they get to your final Call to Action (CTA)?

To help you get started, here’s the narrative template I like to use with many of my clients:

  1. Open with your value proposition to let the reader know exactly what you’re offering.
  2. Hit on the core problems your product/service is designed to solve.
  3. Transition into the way your product/service solves those problems.
  4. Hit on all the key benefits that go along with using your product/service.
  5. Paint a picture for the reader of their lives with your solution.
  6. Call the reader to take action.

Connecting your landing page in a narrative flow will go a long way in engaging readers with your message.

2. Simplify & Condense Whenever Possible

“The most valuable of all talents is that of never using two words when one will do.”

– Thomas Jefferson

You have a limited amount of space and time to communicate your value and capture your reader’s’ interest.

55% of visitors spend less than 15 seconds viewing a landing page before deciding to leave. It’s incredibly important that you effectively communicate your core value proposition within that brief window.

You already know the importance of a great value proposition, but this condensed approach shouldn’t end after the fold. Each segment of your landing page needs to be treated as though you have an extra 15 seconds to compel the reader forward to the next section.

At no point do you the luxury of babbling. At no point can you take the reader for granted.

Every word on a landing page needs to be optimized. Every sentence needs to be intentional, clear, and concise, from the opening headline to the closing CTA.

This does NOT mean your page should be brief. It’s important that you say everything you need to say. It simply means that you should communicate everything you need to communicate in as few words as possible. Every segment needs to be the optimal version of itself.

3. Keep The Visual In Mind

When writing the copy for a landing page, it’s important to remember that the copy will be viewed within the context of a visual design.

Reading a landing page is not at all like reading a letter, a blog post, or even an email. Images, video, visual design elements, and even interactive features can be a big part of the user experience. The copy is still THE most important element, but it will be viewed in the context of the page’s design.

It’s important that you keep this visual experience in mind when writing the copy.

In other words, NO WALLS OF TEXT.

  • Utilize headings and subheadings.
  • Keep paragraphs to 2-3 sentences.
  • Use bullets and numbers.
  • Use proper spacing and kerning.
  • Make sure there is plenty of “white space”.

In other words, don’t do this…

Visual elements like those I just recommended allow the eye to easily track from point to point without distraction. While the copy is king, it needs to play nice with the design to ensure its narrative is easy to read, follow, and comprehend.

This is why I always recommend my next point…

4. Collaborate With The Designer

When creating a new landing page, you should always have your copywriter and designer work together from the beginning. This should be standard practice for ANYONE hiring a copywriter… and yet, in my experience as a freelance copywriter, it’s very rare.

Too often, copywriting is viewed as a “fill in the gaps” activity that occurs after the website design is finalized.

This is a massive mistake. The purpose of the copy is NOT to fit the design. The purpose of the design is to highlight and facilitate the copy. If your copywriter is filling in lorem ipsum text blocks, you are seriously hampering their ability to create a compelling narrative.

At the same time, copywriters (especially beginning or intermediate copywriters) can be a bit text heavy and ignorant of how to create copy segments that are compatible with modern design, resulting in the problems I mentioned in Point #3.

This is why I always recommend that clients have their copywriters and designers collaborate on landing pages simultaneously. When the two work together, the copy can be highlighted without compromising the visual design.

5. Write With Personality

Look, have you ever talked with someone who has no personality?

Yeah, that’s what it feels like to read formal copywriting.

If you are anything like everyone I’ve ever known, you will nod your head sagely and agree with this point. You probably even have a blog post on your site with this exact copywriting tip proudly displayed in a list similar to this.

This seems to be one of those points that is widely understood yet somehow flies right out the window the moment fingers hit keyboards.

The reality is that most people struggle getting thoughts to paper. By the time they are able to articulate what they’re trying to say, there’s no mental capacity left for personality or nuance, and as a result, the copy comes out sounding formal and stale.

Or worse, it’s nothing more than a paragraph full of buzz words…

Write copy like you are speaking directly to your target audience. How do they speak? How do they like to be spoken to? If you are talking to doctors, your copy might need to be academic or a bit more formal, but if you are speaking to patients on behalf of doctors, your copy shouldn’t sound like a medical conference presentation.

If you struggle with this, either hire a copywriter, pay for tone-focused editing, or write, write, write until you don’t have to think so much in order to translate your thoughts to words on a page.

6. Write Multiple Drafts

Remember in high school when you had to submit a 1st draft and then a 2nd draft and then a 3rd draft?

There was actually a reason for that, and the reason is that your 1st draft usually sucks.

Don’t believe me? Maybe you’ll believe Ernest Hemingway:

‘The first draft of anything is shit.’ – Ernest HemingwayCLICK TO TWEET

So yeah, stop settling for your first draft like a chump and start taking advantage of the revision process. Even better, create multiple versions of your most important talking points and then get 3rd party feedback on the variations.

And ultimately, you really don’t need to guess perfectly with your copy. The ideal copywriting strategy is to write multiple versions, each optimized around a different conversion hypothesis, and then A/B test them with real site visitors.

7. Prioritize Clarity Over Cleverness

If you were super into Mad Men, you probably suck at digital copywriting.

Clever copy doesn’t convert. Clear, compelling copy converts (say that 5 times fast).

Your goal as a copywriter is to clearly communicate the value of the offer, the problems it solves, and the benefits of using it to the intended user. If you can be clear and clever, that’s fine, but only one of those will pay you back for the time you spent writing it.

8. Focus On The Emotions Behind The Decision

“Sell the sizzle” and “be emotional” are pretty stereotypical copywriting tips, and while they are not universally applicable, they tend to be correct more often than not.

Human beings very rarely make decisions from a purely analytical standpoint. We are an emotional species and our emotions heavily dictate our behavior.

There are two primary ways in which emotions affect our decision-making:

  1. Immediate emotions
  2. Anticipated emotions

Immediate emotions are those experienced in the moment the decision is being made. These can be related to the decision itself or they can be the result of other external stimuli.

For example, if you get in a big argument with your spouse, leave angry, and then begin evaluating a purchasing decision, that anger is an immediate emotion effecting your decision-making.

Anticipated emotions are the emotions someone anticipates experiencing as a result of a given decision.

For example, if you are debating whether to purchase a new SaaS product, and you are thinking about all the time it could save you, the associated emotions are anticipated emotions.

When you are writing your copy, it’s important to think through any consistent immediate emotions that might surround your visitors’ journey to you. What motivated them to click that add or search for that keyphrase, and how might that give you a read on their immediate emotional state?

Even more importantly, how can you resonate with the problems your readers are facing and then help them genuinely imagine a positive future with your product?

This is what your copy should be focused on.

9. Write To One Person

One of the biggest mistakes businesses make with their copy is trying to communicate to everyone at once. It’s been quite surprising to me how often a business owner will come to me to write copy, and when I ask them, “Who is your target audience?” they reply, “Everyone”.

Here’s a secret. “Everyone” is NOT your target audience. In fact, The more people you are trying to fit into the same sales pitch, the less effective it will be.

The best copywriting is written to a single reader. It’s focused on a specific customer profile and the interests, needs, and aspirations that come along with that profile.

If you don’t already have that profile defined, all you have to do is go talk to your customers.

A great example comes from Sujan Patel, who spent hours upon hours reviewing customer support logs and talking directly with the customers themselves. The onboarding improvements that came from those conversations resulted in an incredible 250% lift in conversions for his business.

Write your copy to someone specific instead of using a catch-all mentality.

10. Break The Rules & Test The Results

General rules and best practices are great. When you start with what works on average, you will probably end up in a better spot than if you were to just winging it.

That said, if you do what everyone else is doing, you’ll get the results everyone else is getting. Sometimes, it’s beneficial to break the rules and try something new.

But the difference between strategic rule breaking and “winging it” is data. You should always be A/B testing your copywriting, but if you are going to break away from best practices, you absolutely need to begin A/B testing your content.

The difference between strategic rule breaking and “winging it” is data.CLICK TO TWEET

Conclusion

Okay… my sermon is delivered, and now I’m washing my hands of this.

You can’t afford to get these wrong.

Whether you write your own copy or bring in outside help, it’s critically important that you follow all 10 of today’s tips when creating your landing pages and conversion funnels.

Obviously, there are many more important tips for great copy, and I’d love to hear your favorites. Let me know your #1 copywriting tip in the comments.

 

Jacob McMillen is a freelance copywriter and the content manager for Conversion Sciences. He enjoys boosting conversion rates for a living and pretending to think in his spare time. Follow him on Twitter @jmcmillen89 … if you dare.

Source: Conversion Sciences Blog 

12 Tips for Successful Affiliate Marketer

12r-Tips

Affiliate Marketing is a great way to build an income stream.Nothings nicer than having a stream of income that arrives monthly with relatively little effort on your part. But not every person who chooses to become an affiliate marketer land up with this desired outcome, so the more you learn the more likely you are to be successful. You need to be good at what you do! I hope the following 12 tips will help you become a successful affiliate marketer.

  • Research Product Demand

If you are going to sell a product through an affiliate program you need to know whether there is a demand for that product. You should determine this before you put effort into selling the product. There are different ways to achieve this. One is to run a survey on your website. This can be very effective if you have a large amount of traffic that comes to your site.

Other is what’s known as keyword research.”  Keywords, or the terms or phrases people type into Google, can be the best way of finding out what exactly what people are looking for.You can try Google’s Keyword Planner and i think you don’t need to pay anything to Google in order to use this tool. To bypass billing you must click on the “Skip the guided setup” link at the top of the page.

Other tools you have are :

Bing Keyword Tool

Übersuggest

 Word Stream etc.

 

  • Choose Only a Few Products

Too many products can become difficult to manage down the road.With the thousands of products on a market it can be hard to choose products and one of the most common mistakes is to take decide to sell too many products.Instead, choose one or two products that there is currently a market demand for and promote those. Start with these products, in the future as market needs change you can add or remove related products. Once you have built your following you should stay on target so that you always have targeted traffic.

  • Make Sure You Choose the Best Merchant

You are going to promote a product and so you want to make sure it’s backed by a honest and reputable top-notch merchant.  Don’t forget – the minute you start promoting a product your reputation is also on the line. You want your visitors to be happy with the product and to come back to buy other related items from you.

When you choose the best and  honest merchants  you get the best products and when your customers are satisfied, your business grows.

  • Use a Number of Traffic Sources for Promotion

Many new-coming affiliate marketers simply placing an add of their blog or website. That’s okay, there’s nothing wrong with that. However, the more traffic sources you have the more potential customers you can reach. The better job you do of targeting your audience the better your success will be. Try using Google Ads or Facebook ads to drive traffic to your landing page. Make sure you follow your stats so you know if your ads are successful.

  • Use Tools to Help You

If you are serious about earning an income stream through affiliate marketing then you want to find the right tools to help you. There are a ton of extremely helpful tools that you should take advantage of. If you are using WordPress then think about using plugins that help you to manage your affiliate links.  If you think that visitors will automatically click the link because it’s there, you are wrong. You need to have a plan in place and the best way to do that is using solid tools.

Here are some tips & tools that will help you get traffic : 

-Frequently update the contents of your site

Take advantage of social bookmarking sites

Getting links with other sites in your niche etc.

 

  • Use Email Marketing

Your email marketing list should always be growing. The best way to do this is, is to have an opt in form on your site or blog. Bait people to sign up – offer them a free e-book, a webinar, a monthly newsletter, etc. Make them want to give you their e-mail addresses. As you grow your list you will have more potential customers at your finger tips and these customers are already targeted. Don’t  make the mistake of overwhelming your subscribers with products that you are selling. You need to minimize this and build trust, occasionally throwing out there a product they can buy.

  • Build a Tools Page

This is special page that you build where you list all of the tools you use.  Here you can include a products or services you sell. This makes it easy for your customers and visitors to quickly see at a glance what you have available but without it appearing to be a shopping page. You’ll list the item with a link and then a brief review about what it does.

  • Stay on Top of New Methods & Techniques

You should know that affiliate marketing is highly competitive, so if you are going to play with the ‘big boys’ you need to stay on top of the new methods and techniques. That’s the only way you’ll be able to keep your income stream growing and producing.

  • Take Advantage of Banners

Make use of banners on your website or blog. Place them in the footer, above the header, in the sidebar, or in your content. Affiliate products almost always have at least a couple of banner ads you can choose from to promote the product. Banners get the highest click through rate of all ads, so keep this in mind.You can create yours if you want with free online platforms if you have some design skills .

  • Make Sure You Treat Your Visitors Right

You want to make sure that you are treating your visitors right when they come to your site. Don’t’ treat them like they are stupid. Almost everybody know what affiliate ads look like. If you are promoting a product that you don’t believe in your visitors will figure it out. If you run excessive ads you’ll annoy your visitors and they will go elsewhere. Treat your visitors with respect and give them an experience that’s good and makes them want to come back for more.

  • Add a bonus

If you really want to draw your potential customers in, offer them your affiliate item and then offer them something special from you after they complete the purchase. It might be a discount, a free e-book, money off their next purchase, etc.  Many affiliate products have a nice commission payout so that gives you plenty of room to come up with something that will please your customer and work for you.

  • Measure & Track Your Affiliate Campaign

There are different conversion traffic options online. You need to know whether your affiliate campaign is actually working. Be ready to tweak your ads as needed.  You should use conversion tracking software to get in-depth information, although most affiliate programs provide you with some basic stats.

 

As a beginner affiliate marketer you may feel like you are a little out of your league, but there’s good news – being an affiliate marketer is a skill you can develop and you too can build an income stream that you can enjoy. Try to be patient and consistent and most important thing – stay focused and do not fall into so called “Shiny Object Syndrome”

I hope the above tips will be really helpful in your marketing efforts. If you need more detailed information about starting successful home business , please subscribe below .






 

 

Marketing Safari – The Hunt for an Honest Merchant

Posted by Free Monthly Websites 2.0 Fanpage on Thursday, September 17, 2015

This is a short video presentation that i took from the official site (i hope this will not be a problem ) about what is  Free Monthly Websites 2.0 , the content that they offering to you and how you can make this offer useful. I will not say much about it today,all is in the video above.Just want to point your attention over the honest review from one of the owners, Mr. John Thornhill ,the way that he presenting the actual content of his product. I will quote the official sales page short  :

” No Gimmicks. No Catches – Just an Awesome Website every month…For Free!” 

And this is  what a serious man want to hear from a promotional material – Exactly what the product is for,what can you do with ,and why you should give your money . Although with Free Monthly Websites 2.0 the case is slightly different because you can take full advantage of the product for free (and this is maybe one of the weak points if you see it from the merchant’s point of view).

The actual free offer is good enough to give you a quite nice financial results by itself alone, but of course there is a paid opportunity that gives  you a lot more benefits.

You can call me ”Old-fashioned” or even ”Eccentric” but i really think that what we are seeing here is the most wanted and hard to find species (if you don’t mind Mr. Thornhill)  in the Jungle of Internet Marketing – an Honest Merchant !

Can you believe it ?:-)

Watch the clip,make your research over the creators of the suggested product,and take your decision wisely. I have decided for me already,and looking forward with impatience for the next  issue of  Free Monthly Websites 2.0 .

Your Host – Wicked Baron

A Membership Site ? How to….

Have you been thinking about building a membership site?

There’s been a growing interest in these types of sites recently s,o if building a successful membership site is your goal, you’ll want to read on.

Putting together your membership site is going to involve the investment of many

hours, especially if you are serious about getting it right. Make sure you are up

for the challenge! Let’s see what are the basics for making a  successful membership site :

The first thing you’ll do is :

  • Determine who your market it is.
  • How you are going to build and set up your members list
  • What are the features/benefits that your membership site has to offer

Next thing is to build your list. Then you can build trust with those subscribers using an autoresponder  for delivering valuable free downloads like product reviews , reports, ebooks ,software etc.

Next, you will introduce those individuals on your list to the option of joining your membership site. This model is a successful one because lots of people like to be your subscriber and take advantage of your free updates.
The key is to not over complicate things. Keep things simple and you’ll be much better off. 

Building a membership definitely takes some time and initially it requires a great deal of effort as well – no one said setting up a successful membership site was easy. However, one the site is up and running and you have a stable membership running such a site is really quite enjoyable and it requires very little effort on a week to week basis, but it does generate a repetitive income.

For detailed step-by-step guide you can visit here. Continue reading “A Membership Site ? How to….”