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conversion copy

Conversion writing?

It's old-school direct response writing mixed in with an understanding of how people behave online.

Conversion copywriting combines direct response writing with an understanding of usability. Conversion writers know what to write to get action and how to organize the copy and CTA (call to action) on a page. Conversion copywriting is always defined by a desired goal, such a lead form sign up or a product purchase.

10 elements of conversion writing:

Credibility

Credibility can take many forms, including academic credentials and length of experience.

Detail oriented

Using "a small $5 fee" instead of "a $5 fee" in a signup increases conversions by 20%. Links that say "click me" get clicked more often because the link spells out the desired action.

Specific claims

Don't say product X doubled revenue. Say it increased revenue by 158% over six months. People are more likely to believe specific claims, even if you offer no proof.

An appeal to reason

When you ask consumers to take an action, provide a reason for them to take that action. Even though decisions are processed emotionally, people need to have reasons for doing things. Provides a reason to act now and conversions will soar.

Verbs not adjectives

Use active sentences with verbs. Strings of adjectives wind up reading like fluff. Verbs are more powerful and believable.

Emotional appeal

People make buying decisions based on emotion, not logic. University of Southern California professor of neuroscience Antonio Damasio has shown that people with a damaged pre-frontal cortex (the brain area responsible for emotion) cannot make decisions, even if they know the logical pros and cons. People may need what you are selling, but more importantly, they must want it. This is where emotional selling comes in. One way to connect with readers is to make them feel like they belong to an exclusive group. This does not work equally well for all customer audiences or products. 

Customer-centric

Company-centric copy uses "we," "us," and "our." It talks about things from the company's point of view. The problem is, most consumers don't care about the company's viewpoint. They care about solving their own problems. Customer-centric copy allows you to write about yourself as long as it is within the framework of helping your customers. There will be a bigger emphasis on "you," "your," and "yourself.

Devil's advocate appeal

Copywriting that includes and addresses negative arguments is more persuasive. Researchers have found that when flaws are brought up and dealt with, readers find the copy to be more convincing. The way you do this is important. Write from the viewpoint of the customer: "You may be wondering about...." not "This product may seem..."

Testimonials

In line with social proof, testimonials are an important way to create credibility. You can use testimonials in many ways, including within headlines. Displaying client logos is a form of testimonials.

Writing style

Readers complain about the overuse of jargon more than anything else. Direct copywriting converts better than formal writing. Don't go too far and pretend to be the customer's friend; it can backfire. The average person has a 7-8th grade reading level, so write simply. Short paragraphs are easier to read, especially online. And copy should be broken up to flow in chunks.

Favorite conversion words:

Power words

Words used to boost conversions include classic power words like "you," "free," "because," "instantly," "new," "miss out," "automatically," "no wonder."

Value words

For tightwads (approximately 25% of consumers) bargain words like "bonus," "price break," "on sale," and "last chance" help grease conversions based on price.

 Insider words

Prospects are driven by curiosity to read past email subject lines and post titles. Choose words like "insider," "top secret," "mysterious," and "unexplained."

Easy words

People want convenient, no-stress solutions, so rely on foolproof words like "ridiculously simple," "fail-proof," "uncomplicated, and of course "easy."

Desire words

Desire words like "mouthwatering," "tantalizing," "crave," "romantic," "rare," "exotic" that make a product seem more desirable.

Ego words

Use ego-gratification words like "successful," "savvy," "sophisticated," "uncompromising," and "awe-inspiring" to sell luxury and aspirational products.

Rant words

Rant words such as "abuse," "ruthless," and other descriptors generate anger and mobilize people on your side against an entity or situation. 

Fear words

Fear is a stronger motivator than greed. Fear-based copy includes words such as "risky," "loss," "threat," "afraid," "bankrupt," "illness," and more.

Trust words

According to
Accredited
Anonymous
Approved
Authentic
Authoritative
Authority
Backed
Because
Best
Best selling
Bona fide
Cancel anytime
Case study
Certified
Dependable
Don’t worry
Endorsed
Ensured
Expert
Fully refundable
Genuine
Guaranteed
Improved
Ironclad
Lifetime
Moneyback
No obligation
No questions asked
No risk
No strings attached
Official
Pay zero
Privacy
Professional
Protected
Proven
Recession-proof
Recognized
Refund
Reliable
Results
Research-backed Safety
Scientifically proven
Secure
Studies show
Tested
Track record
Try before you buy
Unconditional
Verify
Well respected
Worldwide
conversion writing

Here's what I do for you:

I help you reach the right audience.

Who are the people who are most likely to need or want what you offer?

I research who your ideal customer is, including their demographics and psychographics. I also look at their behavior including sign-ups, purchases, and exits.

I help you tell the right story.

I research your competitors and your strengths and weaknesses compared to them.

I identify your unique sales proposition (USP), which is the big idea that can drive your sales copy. Often, nothing is innately different so I need to create a USP.

I define the brand voice that will work best with your audience and USP.

I optimize your brand messaging.

Sounds fancy, right? Not at all. "Optimization" simply means I make sure your copywriting includes your strongest sales points. The truth is, good copywriting is always good salesmanship. They go hand in hand.

I help you choose the right platform.

Now it's time map out a marketing strategy that answers, "What's the fastest and cheapest way to get your message in front of the right people?

A website is usually the priority because most businesses depend on one for leads. Stores rely completely on their sites' conversion power.

Every word should be on-brand. Conversion copy included.

Any veteran copywriter understands how to win conversions and stay on brand. But it's more difficult to find good writers these days because the system that trained and vetted them has broken down. Don't fall for sales pitches that talk about DNA, growth hacking, and moving the needle. It just ain't that complicated. Conversion copy is sales copy. Usually digital. And tied to a specific result.

Conversion marketing goes beyond copy.

It can be imagery, video, podcasts, even music.

Twin Brothers have a YouTube channel featuring their reactions to old school tunes. Seems simple, but these guys intuitively understand that conversions are profoundly human.

Let me convert you first.

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