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Copywriting, Conversion, and Your Customer's Comfort Zone

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Copywriting, Conversion and Your Customer’s Comfort Zone BARRY FELDMAN


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@thuelmadsen @Kissmetrics @NEILPATEL #KissWebinar


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THUE MADSEN BARRY FELDMAN Marketing Operations Manager, Kissmetrics Founder, Feldman Creative @ThueLMadsen @feldmancreatitve Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. Barry Feldman is a content marketing strategist, copywriter and creative director. Barry has been doing online marketing since it existed and writes for Kissmetrics and many top marketing blogs.


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@feldmancreative #KissWebinar @Kissmetrics @NEILPATEL #KissWebinar


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TABLE OF CONTENTS 1 Section One - Introduction: Copywriting for Conversion 2 Section Two - Overcoming Common Causes of Discomfort Confusion Distraction Apathy Boredom Friction Lack of trust Mystery 3 Section Three - Quick review


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WATCH WEBINAR RECORDING NOW


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Discomfort is the mother of all conversion killers.


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The chief conversion officer: the copywriter.


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Is conversion the right word?


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Do we really change people?


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Appealing to a desire that already exists.


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


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You need to get your customer into a comfort zone.


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When readers don’t feel good, they’re gone.


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Confusion on Comm Distraction Apathy s of Cause Boredom mfort Disco Friction trust Confusion Lack of Mystery Distraction Apathy Boredom Friction Lack of trust Mystery \\ onfusion istraction pathy oredom riction ack of trust ystery


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Confusion on Comm Distraction Apathy s of Cause Boredom mfort Disco Friction trust Confusion Lack of Mystery Distraction Apathy Boredom Friction Lack of trust Mystery \\ onfusion istraction pathy oredom riction ack of trust ystery


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The key to overcoming confusion is clarity.


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Write a clear headline.


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Twitter ad We have a disconnect Landing page


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Twitter ad A clear connection Landing page


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Watch the language. industry gargon. marketing bull. And… “State of the art” “Core competency” “Right-sized” “Executing Real World Operational Strategies to Propel Innovation”


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Confusion on Comm Distraction Apathy s of Cause Boredom mfort Disco Friction trust Confusion Lack of Mystery Distraction Apathy Boredom Friction Lack of trust Mystery \\ onfusion istraction pathy oredom riction ack of trust ystery


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The key to overcoming distraction is focus.


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


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Landing page: Get the form filled


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Build 
 your case


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Write what needs to be written. Don’t count characters, but make every character count.


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Confusion on Comm Distraction Apathy s of Cause Boredom mfort Disco Friction trust Confusion Lack of Mystery Distraction Apathy Boredom Friction Lack of trust Mystery \\ onfusion istraction pathy oredom riction ack of trust ystery


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Overcome apathy by making sure nothing begins to feel optional, less urgent. irrelevant.


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Application:
 A selling proposition articulates 
 how your offer applies to the reader’s needs.


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Benefits:
 Answers the question: what’s in it for me? How to __________________ .


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An example of how to (blank)


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Context:
 Qualify and disqualify.


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Difference:
 What can you deliver unlike anyone else?


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Emotions:
 Tap into pleasures and pains with power words.


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Context: marketers Difference: focused budgeting Emotions: love



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Confusion on Comm Distraction Apathy s of Cause Boredom mfort Disco Friction trust Confusion Lack of Mystery Distraction Apathy Boredom Friction Lack of trust Mystery \\ onfusion istraction pathy oredom riction ack of trust ystery


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You can’t bore people into buying. If attention is the web’s golden goose, 
 boredom is its rotten egg.


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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


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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 • • • • • •


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Your copy stops working when it feels like work.


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Confusion on Comm Distraction Apathy s of Cause Boredom mfort Disco Friction trust Confusion Lack of Mystery Distraction Apathy Boredom Friction Lack of trust Mystery \\ onfusion istraction pathy oredom riction ack of trust ystery


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Desire - Friction
 = Conversion rate Give readers what they are looking for: ease.


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Introduce ease. • • • • • • Shortcuts Fast tracks Templates Cheat sheets Checklists Assure readers you’re leading them 
 down the fast and easy path


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


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Speak to the dream. • • Help readers imagine the satisfaction 
 of realizing a positive outcome Share the problem… 
 “I once had the same problem you’re facing”


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Overcome objections.


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Confusion on Comm Distraction Apathy s of Cause Boredom mfort Disco Friction trust Confusion Lack of Mystery Distraction Apathy Boredom Friction Lack of trust Mystery \\ onfusion istraction pathy oredom riction ack of trust ystery


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


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


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Empathize Develop pathological empathy for your customer. ~ Ann Handley


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Use first and second person voice.


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Actual landing page: marketing jargon


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My fix: voice of the customer


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


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Actual landing page: marketing jargon


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My fix: voice of the customer


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


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Offer proof.


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Confusion on Comm Distraction Apathy s of Cause Boredom mfort Disco Friction trust Confusion Lack of Mystery Distraction Apathy Boredom Friction Lack of trust Mystery \\ onfusion istraction pathy oredom riction ack of trust ystery


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Give your reader ultra-clear directions.


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One choice wins.


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


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


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Confusion Distraction Apathy Boredom Friction trust Confusion Overcome Lack of Mystery Avoid Distraction Foil Apathy Elude Boredom Prevent Friction Displace Lack of trust Remove Mystery \\ onfusion istraction pathy oredom riction ack of trust ystery


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


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Start Your Free Kissmetrics Trial LOG IN WITH GOOGLE


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Questions? THUE MADSEN BARRY FELDMAN Marketing Operations Manager, Kissmetrics Founder, Feldman Creative @ThueLMadsen @feldmancreative tmadsen@kissmetrics.com barry@feldmancreative.com


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