By showing that the sale is going to end soon, you create a sense of scarcity which compels action. With competition online only getting more intense, writing compelling ads is a powerful tool to drive conversions. Though it takes time and practice, following the above tips will help you get ahead of your competition. Khalid Saleh is the co-founder and CEO of Invesp Conversion Optimization and is soon going to launch his latest tech startup Figpii , the one-stop platform for everything related to conversion rate optimization.
Don’t miss any important sales messages
Home Blog. Last updated: September 3, If you want to grow your business online, what is the one thing you need the most? Find out if you're making mistakes with Google Ads. Sign up to get our top tips and tricks weekly! Sign Me Up! Related Content. View the discussion thread. Simply write down a short description as if you were describing the product to a customer. The goal here is to identify something unique or special about the product. Is it made in the USA? Is it easy to install?
The Absolute Beginners Guide to Copywriting
Is there something special about your product? Is there something that makes it stand out from the competition? Record anything here about the product that makes it special or unique. Not only do you want to know how a product is unique, but you also know what benefit it provides customers. Instead, they should tell customers that the software helps them build a more profitable site, generate more revenue per customer, or accomplish something else along these lines.
The focus should be on providing a benefit, not just describing the service. People generally buy for one of two reasons — to increase their pleasure or to minimize pain. The purpose of the ad is first to focus on the pain, and then to talk about how Company X alleviates that pain.
Another option is to focus the ad on the pleasure customers experience from saving money. Often, focusing on the pain eliminated is more effective than focusing on the pleasure provided, but both approaches can be tested to evaluate their effectiveness.
You may not end up using all of them in your copy, but at the very least, you want to record them all in one place so you have them at your fingertips if needed. Some products have a lot of features, others have less. Either way, list all of your product features here with a short description of each. In addition to listing the features, be sure to list the benefit of each. For example, customers care more about high speed internet that helps them watch streaming videos without interruption than internet that provides 15 mbps download speeds.
Record the features of your product and the corresponding benefit now. Features are the technical aspects of the product, and the benefits are the way those features help customers accomplish something they want to accomplish.
Moms, for example, have different priorities than business executives. Saving money is more important for moms, whereas saving time is more valuable to executives. These differences influence the way you write and how you sell the product. It also means you really need to know what appeals to your customers. Understanding your audience and their fears, wants, and needs is the first step to writing great copy. First, put yourself in their shoes. This should be relatively easy if you are selling a product that solves a problem you once had.
There are no hypotheticals or guesswork involved when I am writing posts for The Daily Egg.
75 Resources for Writing Incredible Copy that Converts
No effort. This makes it easy for me to speak to other entrepreneurs facing the same issues. However, if you are selling a product or service you would not use yourself a common problem among freelance copywriters , you need to gain more knowledge about the issue. This is where customer surveys are a lifesaver. Instead of having to guess what your customers are looking for, just ask them directly.
This will allow you to gain deep insights into what your audience is looking for whenever you are writing your copy. Answer these 4 questions again, the questions will need to be modified slightly for service businesses :. The first question identifies who your current customers are. This second question identifies who you would like to be selling to. The goal of this question is to create a detailed picture of your typical customers.
The other questions create an overview in broad brushstrokes, but this question zooms in on individual customers.
In addition to needing to know who your customers are, you also need to know what delights them about your product. Why did they buy in the first place, and why do they keep coming back? BMW owners, on the other hand, care less about the size of their carbon footprint and more about their self image. They want a car that makes them appear successful and elite. With both of these examples, the copy needs to focus on what appeals the most to the target customers and what they love the most about the product.
This will be different for every product, even within the same industry. So take a minute and reflect on the main reasons people buy your product. What do they love about it?
Copywriting: The Definitive Guide ()
Headlines convince readers to click on your article and give your copy a fighting chance. If you want to stand out from the crowd and sell your products, you need to have unique, attention-grabbing headlines. Are they losing clients? Are they missing out on potential social opportunities?
Just simple, clear and specific copy. On the face of it they are going against all you have been taught regarding About pages…or are they? British Military Fitness. Serious and fun.
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That spells results. The copy then goes on to allay your fears about your fitness level, no matter what your ability…you are part of the squad. I so tried not to add this one as Airbnb gets quite enough coverage. But the fact of the matter is, although it is a very visual website, the copy does a lot of the lifting but you barely even notice it. Imagine the site without the copy, it simply does not work. The images alone do not tell the whole story. The Hustle. This is a personal little favourite of mine. If I were to write it…well, I might turn the emphasis on you being the smart, good looking one.