Creating High-Converting Copy: Why Your Words Need to be Golden
Content marketing has become one of the most popular ways for businesses to communicate with their customers.Customers don’t want to rely solely on your business’ commercial and advertisements to make decisions. Consumers want to get information and make their own decision. They want to engage with a business, express their opinions, and share with others in a community.
This is the age of the smart consumer, the “prosumer.”
This is the age when your business has to communicate more than what it sells. Your business has to sell its expertise and uniqueness…and it has to do it in a crowded global marketplace.
Bizapalooza Chat: How to Write Copy That Converts Every Time
Creating the kind of content that not only shows expertise and your business’ unique quality but also makes money, DIY Marketers turned to Julia McCoy, CEO of Express Writers and host of #ContentWritingChat, Julia was able to turn her love of words and marketing into profit. After teaching herself content marketing principles, she became a a leading content marketer, CEO of Express Writers, author, host of #ContentWritingChat and her own podcast, as well course instructor.
In summary, Julia McCoy knows a thing or two about converting words into business.
Here’s some insights that came out of that Twitter chat along with recommendations on how to fix it.
The 5 Reasons Your Copy Isn’t Earning Your Business Cash
- It feels too “sales-y“. Ever have the feeling during a sales conversation that you were being tricked, lied, or manipulated? Customers can feel that in your writing, just like as if you were speaking.
- Your content loses its purpose. Have you ever been interested in a product or service but lost interest after getting bored down by the technical details? Customers love information targeted to their industry or interest, but they hate too much jargon.
- You’re talking to the wrong people. Ever been in a place looking for the bathroom and someone tried to sell you perfume or cologne? I’m guessing that that salesperson spoke to the wrong person at the wrong time. The same principle applies in copywriting.
- Your content focus too much on features, not enough benefits. Many business owners, especially those whose with highly technical products or services, like to focus on features. That isn’t a bad idea, but this focus on features shouldn’t be your only idea. Customers want to know what your product does, but they also want to know what how your product or service will make them. We’re emotional and rational beings.
- You’re trying to talk to everyone. The opposite problem of focus is not talking to the wrong people, but trying to talk to everyone. No product or service will be able a good fit for every single person on this planet. Because of that, you need to focus (notice I didn’t say limit) your writing to the people who will get the most benefit from it.
How to Fix Bad-Converting Copy: It Starts With Your Mindset, Not Your Talent
Creating high-converting sales copy takes talent and work, but it always starts with the right mindset. You don’t need to be a Pulitzer-prize winning journalist to write good copy. You just need to understand two big things,
- Audience: Who you are writing for
- Purpose: What you want that audience to do
Achieve these two goals and your content could achieve more than you thought possible.
But, how do you achieve these two simple goals? Here are some insights gained from the Twitter chat with Julia that might be help:
- Focus on your content’s best fit. You’ve probably heard over and over again that you need to “write for your audience”. What does that mean exactly? First, you need to understand demographics. You need to understand (and then verify) the characteristics of the people who might be interested in your content. Would your content appeal more to businesses or consumers? Younger or older visitors? Your goal is not to limit, but to focus on the people who will get the most benefit of what you’ve written. Once you’ve created content, share that content with the audience you’re targeting and see how it performs.
- Understand the different purposes of copy. Copy, especially sales copy, has more than one purpose. Copy can be tailored to advertise a product for immediate sales, generate leads, or change the perception of a product or service. Don’t limit your copywriting toolkit to one purpose. Experiment and use different purposes as needed.
- Focus on one big goal at a time. Many hopeful business owners put too many goals on their content. They want their content to amaze, wow, inspire, and persuade people, all at the same time. It doesn’t need to. Every content you make should only have one and only one main goal. Identify that main goal and build everything else around it.
- Study and copy good copy. One of the best ways to develop your copywriting skills is practice. Practice starts with finding good copy, take some time to understand it, and try to duplicate that process on your own. By doing this process, you will create your own unique copywriting style that you can improve.
Writing high-converting copy for your products and services isn’t rocket science. It is a learned skill. It’s also a practical skill. If your business wants to sell its products and services online, you’re going to need good copy to sell. Start with the basics (some of which are mentioned above), and soon you’ll be creating copy that starts converting every time.