Tag Archives: increasing online conversion

Copywriting

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Finding the exact words to tell a company’s story isn’t as easy as you may think and the copywriters who manage to do it successfully deserve a round of applause.

Visiting websites with bad copywriting can be cringeworthy as well as just plain boring!  Never-ending stories without a real ending, purpose statements, uninteresting paragraphs on product descriptions and yawning lists of statistics are a few other reasons you will ‘X’ out of a poorly-written website.

Website owners know that people who visit their sites want to see eye catching pages that grab their attention at the first glimpse.  The pages need to have captivating images and language to keep you wanting more from them. Unfortunately, only a handful of websites out there know how to effectively do this. Companies struggling with copywriting can learn a lot from intelligent copywriters. Below are a couple firms who deliver clever copywriting.

EAT 24 is known for their clever blog posts – I think their copy needs to be recognized too, as they are right on track with it.  Their homepage has these funny catchy phrase slider ads:

Do Dinner

Find Out

Funny copy which clearly describes their product.  If you think their smarts stop here, think again. It’s also on their job description tab, email subscription call-to-action and on their meta descriptions too.  They are doing everything in their power to make sure they are reaching all targeted areas.

You us

Eat24

HipChat takes more of an innovative approach to copywriting.  They wanted to provide companies and teams a chat service that was built for them and around them.  It is entertaining but still explains what their software does and how it will help you now and in the long run.  Love the banner on their home page:

hipchat

Those were good right? Now take a look at a few examples of bad copywriting. There are many companies out there that don’t know how to effectively write copy and they should really take notes from the ones above. Or get some training.

I found this site Blinkee and they offer blinking and glow in the dark products.  They have a black background and their wording is all in neon colors (to stand out). They’ve listed images to show their products and every picture is blinking and the images are too small. This site setup is very distracting and painful to look at with way too much going on. They need to focus on the selling aspect of their products more, not the flashing and blinking that their products do. With this setup I just want to hit the “X” button right away and close this site out.

Blinkee

I ran into this site Lingscars and just had to laugh at the whole set up. My eyes are criss crossed from the design they have going on here. Honestly, what were they thinking? They have flashing, blinking and moving images going on all over the page. The background has bright colors and in a paisley design. A crazy gimmick song plays when you first enter the page. Their purpose is to lease a car, but with all the other stuff they have going on, you totally miss the concept you’re too busy looking at the picture of him, odd ads and videos. So much for what they are actually trying to do, which is lease their cars, as I just want to remove this image from my mind!

lingscars

Bottom line, your copy shouldn’t take itself too seriously. To appeal to your customer, your web copy should be interesting while representing your brand in a witty or unique way.

Andrea Sig

 

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Get your Mind Working for You

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When it’s time to get up and get moving for the day, it’s not just your body that needs to wake up, but your mind too. The mind is a crucial part of who we are. It’s super-powerful and has unlimited potential. It’s your portal to the future and when it’s on your side you can create and do anything you desire, just by tapping into how it was designed to work.

By keeping your mind sharp and fresh it will improve your attitude.  Provide you the proper means of figuring out a tough situation more effectively and make wiser choices.  Even with the keenest of minds, you can’t remember everything, so don’t beat yourself up when you forget something.  It happens to us all at one time or another!

Your mind loves to solve problems so give it a positive problem to solve.  By asking it to seek out memories from your past where you felt really loved you will shift your filter from fear to love which has the added benefit of bringing the emotions back to life in your body.  Taking this first step will help you gain control of your mind so you can turn your life around.

Make the change today and start getting your mind working for you.  Bring those dreams you have to life, make them happen.  When you’re in control you have the power.  If you don’t control your mind, it will toddle off on its own path and as you know, nothing good can come from that.  As George Bernard Shaw says, “Those who cannot change their minds cannot change anything.”

If you’ve lost a grasp on where you want your life or business to be heading, and you’re worried you’re falling deeper into the hole, don’t fret – I can help you refocus and get back some control. There’s no need to lose out on your dreams and the life you want to live.

This is the last month I’ll be offering you this deal on my One-on-One Coaching.  I will show you how to regain your confidence and live the life you were born to lead.  Places always fill up quickly so book now to save your spot!

With Love,

Andrea Sig

 

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Unconscious Mind

You’ve probably heard of the analogy where your unconscious mind is compared to an iceberg, with 90% of it submerged under the surface. The unconscious mind records everything you’ve ever thought or felt. So if it’s filled with destructive thoughts and feelings, your life could be the Titanic, just waiting to be sunk.  In the age of the Titanic though there were no helicopters that could lift you out of the wreckage. Today there is.

The brain is very powerful – you’d be surprised by how much control it has over us. Anyone who has ever felt anxious or depressed can confirm this. Unconscious thoughts that we’re not even aware of play a big role in our daily lives, impacting the choices that we make. Yet your unconscious mind has some interesting traits and by getting it to work with you instead of against you, you will be able to achieve much more out of life.

The unconscious mind will keep you on the straight and narrow path as long as you give it the right directions. In one of my previous blogs we discussed how the unconscious mind can’t process negatives like “don’t” or “can’t”. Negative thoughts come straight from your conscious mind and since you created it, you are the only one that can change it, and we all have the power to do so.

The power of positive thinking! Once you recognize there is a negative thought coming your way, acknowledge it and stop it in its tracks before it can affect your mood. Then replace it with a positive thought. If you keep up with this one simple task soon it will become habitual, and your unconscious mind will be able to relax and reprogram. Imagine that helicopter being full of positive thoughts, poised to save you from the destructive feelings that have been trying to drag you under.

You can achieve your goals. You can live the life you want. You can get exactly what you want, and it can be done in a less stressful and much happier way when the unconscious mind is on your side rooting for you!

Need some coaching to help you overcome your communication blocks? Click here to learn how to connect with conviction.

Andrea Sig

 

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Upcoming Events

Change Your Words, Change Your World’ – Workshop on May 30th

A one-day introductory workshop on how to shift from a fear-based reality to a joy-based one. If you need an excuse to get away for some ‘me’ time, this is it!

Workshop info (scroll down for the ‘Special Events’)

Places fill up quickly, email me andrea@purplefeather.co.uk or call me at 07779 481807 to save your spot!

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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 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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