High Converting Copy Starts With The Right Approach
~ Issue Number 36 ~
Jan 12, 2012 [Next Issue: Jan 19, 2012]
Hello Friend,
Too often business owners forget the importance of conversion in their quest for traffic. You may win the bidding wars over click rates or even the battle to get to the top of the search engine, but that is not all that matters. Your website could be getting thousands of hits every day, but none of this matters if you don't have people converting from visitors to buyers.
Even if you aren't selling something for money on a page, you are selling your business. And when they are sold on your business, they keep coming back for more. When you do offer something for sale, even if they are not interested at that time, they may tell someone who needs what you are offering, or come back later. This is the ultimate goal of conversion... getting your visitors sold on your business.
To improve conversion, you may push yourself to create new and different copy. But there are tried and true techniques that work. Even if you are converting, there is always room for improvement. Imagine doubling your current conversion rate by your clients buying more, and recommending you to more people!
Visit the StomperNet Blog to find out how.
Read the StomperTip and watch our exclusive video "Getting Conversion Wise: One Simple Tip To Avoid Death By Numbers". There's no opt-in or anything.
Talk soon,
Lee Collins
Managing Director
StomperNet, LLC
"Make it simple. Make it memorable. Make it inviting to look at.
Make it fun to read."
~ Leo Burnett ~
Advertising Executive who created the Jolly Green Giant,
Tony the Tiger and many more
High Converting Copy Starts with the Right Approach
By Scott Martin
One of the keys to turning website and landing page visitors into clients and customers is what the visitor sees 'above the fold', or specifically what's on the screen before someone (hopefully) scrolls down. When the copy addresses an interest or need, the visitor will keep reading. Strong copy starts not with a headline, but with the approach.
Let's go through a few approaches, each of which can be extremely effective depending on what you're selling.
The News Approach
You see this more in newspapers and magazines but the approach is to make an advertisement look like a regular article. The most famous example is the John Caples advertisement:
They Laughed When I Sat Down to at the Piano... But When I Started to Play!
If the advertisement looks like an article, which it should, the newspaper or magazine publisher will feel it's essential to put the word "Advertisement" at the top of the ad. A good problem to have.
(A quick side note: we all know that copy set in reversed type is harder to read. The really intelligent direct marketers set the word "Advertisement" in reverse type on ads in newspapers and magazines. Brilliant.)
The approach is to make the advertisement seem like an article. The headline must simulate a newspaper or magazine headline, so it must offer news.
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Click here for details! Great Approaches for High Conversion Copy:
- The News: The headline reads like an article
- Empathy: Provide help
- Straight Ahead: Start with the benefit
- Comparison: A Successful versus Unsuccessful Offer/ Bonus / Discount
- Guarantee: The clincher at the end
- Fear: Tell them their fears
Remember: Next StomperTip:
Thursday, Jan 19, 2012
NEXT WEEK'S FOCUS: Where Is Your Focus?
FREE WEBINARS:
THURSDAY, January 19, 2012 ~ 7 pm Eastern
"Where Is YOUR Focus?" with Dr. Lisa Lang
Join Dr. Lisa and learn how knowing where YOUR focus is will enable you to accomplish so much more this year! Dr. Lisa's specialty is making the Theory of Constraints understandable and coaching clients to implement the solutions for their unique situations. Register Now! | StomperNet. Empowering Your Online Success.
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