6 excellent copywriting strategies to teach you how to write sharp copy!

"One good copy is worth 100 sales experts." In today's self-media era, seemingly grassroots and unknown self-media people have attracted a large number of fans through good copywriting and communication techniques. Some companies use copywriting to attract a large number of visitors to their websites and convert them into paying customers.

Customer conversion rates vary widely by industry. According to research by MarketingSherpa, average conversion rates range from 10% in the service industry to 3% in the e-commerce industry. If you want to increase sales by half, you have two options:

Increase your traffic by half or increase your conversion rate by half.

Increasing your traffic by half is not easy, and it takes time and money.

But if your conversion rate is 4% now and you increase it to 6%, you have increased your sales by half. All you need to do is work on your copywriting. Next, we will provide you with 6 excellent copywriting strategies to help you increase your customer conversion rate. You may be surprised at how effective your copywriting can be.

1. Identify the core desires of your visitors

The decision to buy is driven by desire. You have to be clear about one thing: you cannot create desire. Legendary advertising copywriter Eugene Schwartz said: Copywriting cannot create desire for a product. It can only focus the hopes, dreams, fears and desires that already exist in the hearts of millions of people on a particular product. You can, however, increase desire. But first, you have to be able to identify this desire. Don't assume you know what your visitors desire. This is a common mistake. It will kill your sales. Do some research, you may be surprised by the results. There are many ways to learn more about your visitors' desires.

View your website’s analytics

If you are using Google data, click on "Acquisition" / " SEO " / "Questions" and you will get a list of the key phrases your visitors type into the search engines . These key phrases will tell you a lot about what your visitors want.

Digging into reviews

Ad copy written in the language of your visitors is very attractive. By observing what your visitors are thinking, you’ll build a strong psychological connection with them. This will also make the message you convey extremely persuasive. Joanna Weber from Copy Hackers digs into reviews of related products on Amazon and quotes them as embellishments in her own advertising copy. She used this strategy to increase leads from each client by more than 20%.

Research your visitors

If you have a steady flow of traffic to your site, surveying your visitors is another great way to pinpoint their desires. Don't just throw out single-choice or multiple-choice questions. Since you want them to be open-minded, ask them open-ended questions, such as:

What is the biggest problem we can help you solve?

What is your ideal solution?

Do you have any questions before you buy our products?

2. Promise them that you can satisfy their desires

Now you not only need to have a better understanding of your visitors’ desires, you also need to know the exact phrases they use to express those desires. Can you satisfy these desires? Of course you can. So give them a promise. Identify the strongest desire that you can best satisfy for your visitors. Your goal is to choose a desire: Find a need that your visitors have a strong desire for;

You can satisfy this desire to a degree that your competitors cannot.

Describe this desire exactly in your visitor's language. And make the promise that you can satisfy that desire and make their lives easier and better. To make your promise more enticing, you can try the following:

Keep it simple: Don’t use flowery language. Conversion expert Pip Raya recommends the following three rules:

1. Clarify what it is;

2. Clarify what you have;

3. Clarify what you can do with it.

Be specific: Do you have any statistics that encourage your visitors to buy your products or services? For example, Basecamp mentioned that "after 12 years of operation , more than 100,000 companies have accepted Basecamp's operating model."

Differentiation: If you are in a competitive market, explain what makes you different. It can be your product or the way you deliver it. Like Citywide Foods and their tagline of “America’s Healthiest Grocery Store.”

·Target: If the target group of the services you provide is small and micro enterprises in Beijing, please state it directly!

Personalize: Use “you” and “your” directly in your copy to communicate with your visitors. Just like MasterCard’s classic slogan “It’s everywhere you want to be”.

3. Stay optimistic A positive and optimistic attitude is effective to a large extent.

It helps you go viral

Scientific American recently conducted a study to investigate the characteristics that can make copywriting content go viral. After analyzing nearly 7,000 academic papers, they found that the most viral copy had the following predictable characteristics:

First of all, the content of the copy can make people "resonate", and this kind of "resonance" is often encountered;

Secondly, content that can make people feel positive emotions is more widely spread than content that makes people feel negative emotions.

Take Li Jiaoshou as an example:

It’s hard to resonate with people:

“A series of workplace training courses, only 40 yuan.”

Some texts that resonate with people:

"For the price of a movie , you can learn the top three workplace experiences"

Copywriting that resonates strongly with users:

"A bad movie with confusing logic will charge you 40 yuan. Or, you can spend 40 yuan to learn the first three years of work experience."

By adding the user's memory scenario, the price information, which originally lacks emotional meaning, has emotional meaning.

Help you achieve sales results

Psychology Today magazine reported that consumers tend to use emotion rather than logic when evaluating brands . Their advertising research shows that consumers have a stronger emotional response to written copy than the content of the copy, and emotional response determines whether they will buy and pay. Furthermore, their research suggests that positive emotions can influence consumer behavior more than rational judgment.

How to Generate Positive Emotions

Positive emotions include:

Joy;

·trust;

·interest;

Awe;

·hope;

·humor;

·inspiration

You can make your copy more positive by:

Use bright, positive words or phrases: “terrific,” “blessed,” “unforgettable,” “sensational,” “inspiring”;

Focus on solving difficult problems: cite your customer testimonials and case studies;

Write in a conversational tone: Use short words, short sentences, short paragraphs, and avoid jargon to achieve this effect.

·Welcome your visitors: As the AroundMe website says, “Your future is bright.”

Humor: Like the viral video "Our Blades Are Awesome" by Dollar Razor Club (over 22,000,000 views!) To be continued, more exciting content, please stay tuned for tomorrow's push.

4. Tell a compelling story

Stories have an amazing effect on conversion rates. Customers are becoming more knowledgeable and less susceptible to aggressive sales pitches. They need to be engaged, not told what to do. Stories work because they trigger emotions in your visitors and draw them in. In fact, some recent scientific studies have revealed that these stories trigger hormones in the brain that create emotional resonance.

Excellent brand story

Jack Daniel’s “Stories from the Bar” campaign taps into the whiskey brand’s values ​​of heritage and tradition. Their video features Frank Sinatra pouring himself a glass of Jack Daniel's as jazz music plays in the background, exuding timeless cool. These stories are equally effective in less unique industries. Microsoft's story is a far cry from typical and boring corporate marketing fodder. Instead, they drew inspiration from electronic magazines such as Strange. And their stories focus on people, not Microsoft products. As Storytelling Manager Ben Tamblyn puts it, “You can only tell lousy stories with products. By telling the stories behind these products, you can create much more interesting narratives that get people talking.”

Create your own story

The best brand storytellers use classic narrative techniques to craft content that engages their audience. Unfortunately, this is a skill few marketers are trained in. In fact, any experienced copywriter can polish a story as long as they understand the basic framework. American mythologist Joseph Campbell came up with the idea of ​​the "Hero's Journey", which has been used in many successful Hollywood blockbusters from "Oz" to "Star Wars". The Hero's Journey has 12 acts from beginning to end. We are not going to write a full-length movie script, we just need to simplify this journey into 5 acts:

·Hero: The hero of this story is not you! The hero is your client or someone recognizable;

Goal: What does this hero want to achieve? Again, their goal must be something recognizable;

Obstacles: What is preventing the hero from reaching his goal?

Mentor: Now it’s your turn. This is where you come in and save the world (with or without a cape).

Victory: Your hero achieved his goal, and it was all because of you.

5. Get them moving!

The goal of your ad copy is to get your visitors to take action. What's the best way to get them to take action? Ask them! Simply put, many businesses are shy about asking potential customers to do something. And at the end of your copy, you must provide a clear call to action (CTA) for your visitors to follow! Don’t make this mistake:

Clutter your copy with several different calls to action, such as asking your customers to follow you on Facebook, subscribe to your newsletter, download your eBook, and buy your product all at the same time. Please stick to one call to action (CTA) per page.

Giving your visitors multiple different options will confuse them and reduce your conversion rate. The best way to do this is to have a big, brightly colored button that your visitors can click to get results. Many people like red buttons best, but it’s important that the button’s color stands out from the rest of the page.

But don’t let your great ad copy go to waste with some crappy button copy like “Buy Now” or “Click Here.” The copy you put on your button can have a huge impact on your conversion rate. As marketing guru Robert Cialdini said in his classic book, Influence: The Psychology of Mass Compliance:

One of the most widely known principles of human behavior is that when we ask someone for a favor, our success rate will be much higher if we give a reason. People just love to have reasons for everything they do. —Robert Cialdini

So on your call to action buttons, use phrases that give your visitors a reason to press the button. What is the reason? They will receive clear benefits, such as: · Book a trip · Get ​​a free e-book · Activate my account · Free trial · Join our community

6. Overcoming obstacles

How do I know this is effective? You can cite reviews from satisfied customers. Now your visitor is hesitating before your enticing call. The best thing is that they can click a button and have their lives completely changed by your amazing product. But what if they don’t click the button? Most likely it's because there are some obstacles holding them back, and you have to overcome them. The best place to counterattack is right next to your call. What you need to address depends on the barriers in the following questions:

What to do if this doesn’t work? A tight warranty may be offered to appease anxious buyers.

Why should I trust you? State how long you have been in this trade. And show your industry-standard credentials.

Why should I buy now? If the purchase is time-limited, state so!

Why is it so expensive? Offer a trial period or installment payment policy.

It’s not hard, but it’s not easy either. Just by making some minor adjustments to your ad copy, you can significantly increase your conversion rate. Huge increases from a meager 2.5% to an incredible 591% are achievable. It may seem easy at first, the hard part is figuring out exactly what tweaks you need to make. I’ve provided you with some proven copywriting tips, and all that’s left is to practice them!

Test out all of these tips and see which one works best for you!

The author of this article @九枝兰 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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