Category Archives: Powering Conversion – Top Tips

Leading The Way

The first 25 words on your web page are THE most important. Why? Because Google says so. The first and last 25 words on each of your web pages are areas that Google pays close attention to, so it’s a prime place to put your keywords and get your point across.

25 words is also roughly how long it takes to get a ‘feel’ for the gist of a piece of content so if you can sum up the benefits upfront you’ll be doing your readers a favour. Most people don’t have time to read your content word for word and will scan to find what they’re looking for.

Problem/solution leads work particularly well. For example:

“Tired of not sleeping? A simple home cure that your granny may have known holds the key to your dreams”

Or you could try starting with a question:

“Why are left-handed people better artists? It’s not what you think…”

Interesting quotes work well too:

“Most managers and business owners set their recruitment strategy on a slippery slope by hiring people who are just like them.”

And if storytelling is one of your skills, try starting in the middle instead of at the beginning:

“Last week I was invited onto the stage to receive my award, to thunderous applause. That moment was 20 years in the making.”

Whatever approach you decide to take, remember that all your lead has to do is build a bridge between the headline and the body copy where you’re going to WOW readers with all the benefits of your product or service. More about that next month.

Got any great examples of leads that have worked well for you? Comment  below – we’d love to hear about them.

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SuperSleuth your way to great conversions!

The first question you should be asking is…

What does my reader need to get from this piece of copy?

If you can’t answer that, put down your pen or tuck away your keyboard and go and do some field work. Ask people, put out a questionnaire. It’s probably not the right time to be writing. If you do know, keep going.

Think about this living, breathing person sitting in front of you. What motivates them? What do they want less of in their life, what do they want more of? How can you make their life easier?

What’s going to stop them?

Whenever anyone comes to a webpage, a post or an article, if you’ve written your headline well and kept them interested long enough to actually read your body copy, they’re likely to have a caseload of questions in their heads. Your job is to get inside their minds, use your powers of deduction and answer them. That’s all you have to do.

Consider what’s going to stop them adding your product to their cart or signing up for your next course or buying your book.  Is it a lack of information, are they worried about paying online? Have other people benefited from what you’re offering and if so what did they think of you? Maybe they’re just too shy to show up on their own for one of your courses and need an incentive to bring a friend for half price?

When you spend some time working out what makes your ideal customer tick and putting their minds at rest, they’ll know you have their best interests at heart and will be much more likely to trust you. Conversion will happen naturally. 

Now, where did I leave my magnifying glass…?

Happy sleuthing! Til next month,

Andrea

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How to Create Powerful Positive Headlines

Negative, fear-inducing words can seriously damage your brain! The latest neuroscience reveals that concentrating on them for 10 to 20 minutes a day can lead to depression and anxiety. Who needs more of that in their lives?

Luckily there’s some good news…

Focusing on positive words for the same length of time can improve your brain chemistry and change the functioning of your brain by as much as 25%!

This is great to know for your personal wellbeing, but it can also really help your business. Think about how you read through some typical web copy. If you’re like most people you’ll scan any images first, then headlines and if you’ve been inspired to read on you’ll move onto the body copy. Four times more people are likely to read your headlines than your body copy. And the only job a headline needs to do is evoke curiosity, either through making a promise or demanding explanation.

Truly effective headlines are those that speak directly to the ‘ideal life’ of your customer.

Fortunately here’s where positive words really come into their own. When we’re making a decision on whether to buy a product or service, the ONLY things we’re really interested in is how it is going to make our lives easier or better. And a great headline will highlight those feelings without giving away the whole story.

Here’s an example: ‘How to Lose 7lbs in 2 weeks…without giving up chocolate!’

So you can delete all those fear and anxiety words and bring out the benefits. Happy headlining!

As usual, we’d love to hear your comments.

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How To Get Lightning Results With Your Web Copy

Yesterday there was a mighty thunder storm in Glasgow (well, by UK standards anyway). As darkness descended on Wellington Street, the heavens opened and boy did it rain! With each new clap of thunder or bolt of lightning, Andrew and I ran to the window. Each time, nothing much had changed. It was still dark, wet and deserted. The seagull on the roof of the building opposite was still sitting there, looking foolishly nonchalant. Yet with each BOOM we were still compelled to vacate our seats and press our faces up against the window, surveying the scene. Then people started whooping in the street – Flash! “Woohoo!” BANG! “Yeheaah!”  And I thought ‘Wouldn’t it be amazing if your web copy could evoke such a strong and immediate reaction?’

Here’s how:

Kick off with a punchy headline to grab attention, just like that first clap of thunder. Then work through the copy cracking open people’s existing perceptions and objections, giving them a new energy. Bring your readers into the present, painting a picture of their new and improved life. Keep the energy high, mixing up your sentence lengths. Try not to create any sentences with over 16 words – you lose impact and momentum. This energy needs to take the reader right through to the end, so make each subheading as loud as the last. No one runs to the window for a distant rumble.

Top it off with a dynamic call to action strong enough to convert. ‘Click here to buy’ just doesn’t cut it I’m afraid!

“Life isn’t about waiting for the storm to pass; it’s about learning to dance in the rain.”

If you’re struggling to connect with your ideal clients, we can help you find your voice and transform your business. Learn to get lightning results with your web copy on our WordPowered Masterclass.

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How To Structure Your Content

A I D C A

If you’ve ever done any marketing training, you might be familiar with the AIDA principle. For the web there’s one extra step. So A is for Attention, I is for Interest, D for Desire. C stands for conviction and A is the final Action.

Attention

We’ll start with A, Attention. How do you get someone’s attention, generally? Usually by telling them something that piques their curiosity, pushes their buttons or appeals to their self-interest in some way. If I whispered to you on the subway that I’d discovered the secret of eternal life, my guess is you’d want to know more.  Or at the very least you’d be intrigued by my weirdness! The best way to get attention with the written word is by using headlines. Your headline is really an opportunity to tantalise people into reading more by creating an emotional reaction. That’s the only job it has to do. And there are plenty of ways to do that. We’ll be talking more about that in next month’s feature.

Interest

OK, so the next step is to build on that interest and move them into your body copy. Think about the basic human needs for shelter, safety, money, love, nourishment, achievement and sex. Most of us want all or some of these needs met on a regular basis. Your Interest statement needs to address these needs. So if the product can save money, specifically mention how much. If it will make their family safer, explain how. It helps to focus on the main benefit.

Desire

Right so now we’ve got their attention and engaged their interest, the next step is to stoke up some desire. This is where you pull out all the stops. Paint a picture for your reader which evokes a life made infinitely richer, easier or more pleasurable once they have availed themselves of your product or service. Tell them how people just like them are already enjoying the benefits. Awaken their desire to be more successful, more beautiful, more gifted or luckier than any of their peers. And then make your offer sound unmissable by limiting its supply through use of a deadline or exclusive deal. We all like to feel that we’re getting extra special treatment and that we’re not missing out – that’s just good old human nature.

In this section of your copy you’ll need to give your reader all the details they’ll need to make a buying decision. Remember we make buying decisions with our feelings, not our intellects, though we might use reason to rationalise those emotional decisions after the event.

Conviction

Moving onto the fourth part of our web page structure then, the C, which stands for conviction. This is where you need to provide social proof in the form of testimonials, statistics and any positive PR or press coverage you’ve received. It’s also where you can address and overcome any objections your customer is likely to have.

Action

By now your prospect should be feeling really hungry for a transaction. What could possibly go wrong? The fifth part I want to talk about is the call to action, or put simply where you tell them to buy now, with urgency. And it’s where most web copy falls flat on its face.

If you’ve written your copy or presented your content in a structured way, you need to follow right through to the finish. This is where the energy needs to be ramped up! Sometimes it helps to write this piece of your content first. What do you want them to do as a result of engaging with your content? People expect to be reminded of the benefits and be told exactly what to do next. Don’t disappoint them! And if you can end on a note of inspiration, do so. If you’ve watched The Power of Words, you’ll notice that the part of the message that really hits home after you’ve read the sign is ‘change your words, change your world’ which transitions into Purplefeather’s logo and web address. It evokes emotion, and reminds you what you can do with a strong call to action.

Hopefully this post has given you some more helpful tips on conversion and there’ll be many more to come over the year. What do you think? Love to hear your comments.

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