“94% of consumers report that they are likely to purchase more from a company with (a)“very good” customer experience,” according to Qualtrics research.
What defines a very good experience and how do you connect your One Reader to it? Ask your audience. Converting content and copywriting starts with audience research.
The first step of converting is getting your audience’s attention and the only way to get it is to walk a mile in their shoes. Listen to your One Reader. Personalize your content marketing/copywriting for different segments of your audience and you’ll convert more people.
Insights into your buyer’s journey allow you to speak to them directly. Understanding their desires inspires action. Learning about their motivations and anxieties will have you speaking your One Reader’s language. Use their words to communicate to your audience how your product makes them a better version of themselves.
After reading this blog post you’ll be able to:
Voice of Customer (VoC) research is pulled from prospective customers and past customers’ voice of customer data. It’s discovering your audience’s pain points, preferred keywords, buying behaviors, language, and more. VoC is everywhere so get as much information as possible.
Swipe words and phrases from your audience. Double down on understanding your audience by starting with the Rule of One. Determine the perfect lead for your research or let the research determine who the perfect lead is.
Look no further than McDonald’s for an example of audience research making a significant change in a company’s marketing (and menu). After research and pressure from their customers, McDonald’s started serving healthy and organic food.
The rule of one consists of:
Focused web copywriting comes from a clear understanding of your audience. Your One Reader represents people in your audience interested in your content and products. Imagining the perfect lead allows you to craft specific copy because you know what details are important to them. You can uncover trends like how they find and consume your content.
Your one reader is the foundation of your audience. You have to know your ideal prospect to persuade them. If you’re not sure who’s the right fit to become a lifelong customer then research will tell you who needs your offer. You can’t write for everyone, you’ll end up reaching no one. The best suited One Readers:
Speak directly to your One Reader, they represent the target audience you want to convert into customers. During audience research look for specific examples that will help your One Reader convince themselves to buy your product/service. For example, you may be searching for testimonials that they can relate to or even look for a pattern of problems when you do review mining.
You’re narrowing your focus so you can expand your reach. You’ll want to look for:
As you’re looking, remember recurring messages and ideas become trends. Discovering the problems/pains of your One Reader helps you because customer’s love when you solve their problems. You’ll find objections to your solution and their biggest gripes that’ll you be able to address in your copy.
Discovery will outline your customer expectations so you’ll know where they hang out online. And you find key information about your One Reader’s journey like the type of content/articles they enjoy reading the most. Plus, you’ll find out how much your customers are willing to spend on your products or how they approach purchasing your service.
Using external and internal research, swipe your One Reader’s:
All of the information you gathered will help you come up with the One Big Idea and One Promise for your One Offer (product).
The converting messaging you are trying to write isn’t inside your head, it’s outside in the world. Get to know your One Reader through research before you write anything. Find the best words from the people who are already customers or customers of your competitors. Do research to find what’ll motivate your One Reader to buy.
In Pain Killer Marketing (2008), Chris Stielhl and Henry DeVries show that 12 to 15 one-on-one interviews will generate about 80% of all possible pain points for your segment.
Asking the right questions reveals all the right answers. Learn from your current customers and you’ll get more customers. Gain insight by going straight to the customers and getting the answers you need from the horse’s mouth.
Interview the following people to get the best answers:
Often blog posts have quotes from the interviews that give you important perspectives on the issue. Youtube has interviews with experts on topics of interest. Also, check out people using reviews on your product or your competitors’ products.
You can ask questions like:
Interview up to 5 people but no more than 12. You can survey people if interviews are too time-consuming or you don’t have enough customers.
P&G hired a researcher to interview customers to see how they used Febreeze after their original campaign flopped.
Audience research 2x Febreeze’s sales
During an interview, a housewife revealed after spraying Febreeze feels like a “mini-celebration” when she’s done cleaning the room. Using this insight, they positioned FeBreeze as the reward for cleaning a room instead of including it in their audience’s existing routine. As a result, the sales doubled within 2 months.
Probe your current audience for answers and find out what they are thinking about your product, features, their anxieties, objections, the solutions they’re looking for, and the scenarios that cause the need for your product/service.
Use surveys to find messaging because they reveal the in-depth data about purchasing your solution. It’ll help you understand your value proposition from your One Reader’s point of view. That will help determine the messaging hierarchy.
Keep your survey short so it only takes 5 minutes to complete and distribute via social media or email.
Survey the following people to get the best answers:
Try these online survey platforms to get important information about your One Reader:
Social media is often the first touchpoint of your business for your audience. It’s a huge resource for interacting with your customers. Utilize it by:
Use social media for deep audience research to get an understanding of how people feel about you and your competitors.
Most of the social media platforms will allow you to create a poll so utilize the tool to ask your audience what they want from you.
Monitor social media channels for mentions of your brand, competitors, product, keywords, and more. Track, analyze, and respond to your customers. You’ll discover frustrations about your industry and find the most important pain points.
Conduct a competitive content and product/service analysis to get to know your competition. Find the motivation that they are touching on to get conversions. Highlight your competitor’s messaging so you know what your One Reader has seen already.
Make sure you document their:
Swipe copy that differentiates your product from theirs. Look up industry/market news and trends to find out how your web copy will stand out.
Use Google to see what competitors are doing
Competitor’s case studies tell stories of how their product or service’ transformed their lives. Word of mouth is still the most powerful marketing tool so the insight you’ll get provides an opportunity to find your positioning in the market. Take note of:
Identify who they are attracting, and how they use their case studies to generate more customers.
If your customers and prospects are researching online for the right product then you should be too. Focus on review mining in forums, blog/articles comments, and other sources of golden nuggets.
Amazon review mining is looking up products like yours (competitors) and pulling out interesting insights into your One Reader’s objections, anxieties, and more. When searching Amazon look for:
Swiping messages from online reviews is a favorite practice of a lot of the top copywriters.
The front page of the internet’s subreddits has insight into an abundance of industries, products, services, and beyond.
Quora is a question-and-answer website with user-generated content. Use it as a resource to get knowledge of your audience’s experience through their own words.
Using academic studies and research papers can provide insight into market trends. You’ll find out things like product-market fit and the ecosystem in which the product/service lives. Use sites like:
Use the information you already have to make an informed decision about your product/service’s marketing history, the previous conversion funnel details, and all the persona details about your targeted markets/segments. Use any existing:
Use this information to see where your content should go and how you should position it. Get a good understanding of the questions your customers are asking.
With both external and internal research now it’s time to turn that information into the perfect prospect persona and/or converting messaging. Skip the persona part if you already have a clear understanding.
Create a data-driven persona to organize all your audience research into the perfect prospect profile. It’ll focus your content on engaging the audience that is most likely to convert. Segmentation allows you to create customized content for each One Reader. A snapshot of your One Reader will help you grow your list, and sell your products.
What use is a buyer persona if it doesn’t discuss their pain points? Or list competitor products they may have tried? To create a perfect prospect persona, answer the following questions:
Define your One Reader’s ideal identity, buying beliefs, buying triggers, and their desired transformation. Think about the answers for “before” they use your product, which will come from research. Think about the answers for “after” they use your product, which comes from the benefits they receive from your offer.
Remove the guesswork. Make the connection between your solution and your One Reader’s problem using the information from the research you have about your audience.
Apple gets close to their customer using audience research
Apple is a prime example of how detailed knowledge of your target audience can grow your company. With insight, Apple targets personas by appealing to their core desires.
The master copywriter Gene Schwartz created the stages of awareness:
Determine their stage of awareness so you have an understanding of what is motivating them to come to a solution like yours. Their awareness consists of:
What’s the unresolved frustration or challenge that is standing in their way? And how do they relate that problem to your product?
The best questions to ask are:
“What problem are they facing in their lives that is driving them to a solution like yours?”
“How does that problem manifest in their lives?”
Next, break down the outcome your One Reader wants but they haven’t been able to achieve. Create the ideal identity for your One Reader and craft the copy so they’ll live up to it. Find compelling messaging that’ll propel your One Reader past their problem using your solution. Your product will provide the desired transformation when your audience buys it because your messaging will speak to their experience.
Tap into your One Reader’s unfulfilled desire by highlighting the copy that speaks to how they want their life to look. Emotions drive action. Use one of the seven deadly sins to draw the emotions that it relates to.
Once you discover their desires, you find their buying triggers and beliefs. You’ll activate it by knowing what they believe about themselves, you, and your offer. Keep in mind how exposed your One Reader is to your competitor’s content and what promises there are in your market.
Frame your target audience’s problems into messaging. Join the One Reader in their head (especially with your headline). Connect the dots by targeting their pain point and reflecting their motivation/desires into a beneficial value. Highlight the features of your product that correlate to it.Establish your authority so when it comes time to make a purchase, your product is the first thing your #OneReader thinks of. Click To Tweet
Stress the underlying benefit of the most important feature to your audience. Think about the benefits of your product in relation to:
Define the true benefit with the “how” and “why” it connects emotionally to your One Reader. Since most people make decisions based on emotions, ensure your copywriting speaks to the right brain.
Organize the benefits you found with audience research by hierarchy. List the biggest benefits and the biggest objections in order of importance. Address your One Reader’s biggest pain points with the strongest benefits and create a clear path to your Offer.
There are a ton of effective copywriting formulas to use so your research will determine what’s the best one to use. Try a few simple copywriting techniques from the following list:
Include everything from their primary motivation to their tone, voice, and language. Before you write for your One Reader make sure you have an understanding of all these components.
The more you know about your One Reader the more ability you have to gain their trust. Position your messaging the right way and you’ll have their business every time. Write for your One Reader and not a persona. Build a relationship with your audience but first start with asking them what they want. Do your research and your revenue will rise.
Web copy is like Batman. How? Let me explain.
Unbounce analyzing 40k landing pages revealed copywriting is 2x more effective than design (28% vs. 13%).
Use copywriting because it solves your One Reader’s problems like Gotham’s cape crusader, which converts them on any digital platform. Batman and converting web copy rely on their intelligence, research, resources, and mastery to solve the One Reader’s problem.
Where would your ROI be without losing those visitors that don’t buy or sign up for the email list?
By the time you finish reading this article, you’ll learn how to
But how does your company cut through the clutter? Be a detective like Batman and research your One Reader. You’ll discover all the answers you need to know. Your website’s images, videos, and impressive design are essential. But cohesive messaging is the best way to persuade your One Reader.
Do you underestimate the conversion power of your website copy? Can you imagine converting people from a Google search, a Facebook ad, or a social media post into brand loyalists? Again and again.
You converted them because you solved your One Reader’s problem with real tangible solutions. Consumers are smart; rely on your intellect to get conversions. To convert more visitors, make their journey less confusing by matching your web copywriting with their expectations.
Translate your audience research into ROI by using your web copy to connect your One Reader’s needs and desires. Web copy doesn’t leap over your competitors in one bound. It won’t make claims your product/service is bulletproof, or the worse-magically changes lives.
Start outlining your conversion goals to write converting copy.
Breaking news… your web copy is a 24/7 salesperson. Use web copy to drive qualified leads from your social media posts to your online content to your email list, and close the deal with email copywriting. You’ll get the desired action you want if you ask yourself:
To create high converting web copy:
The answers to your questions will help you develop the focal point you want to convey.
To get your One Reader to take action every word must push your audience to continue reading (Joseph Sugerman’s Axiom 2). You have to create a slippery slope.
According to the six-figure copywriter Jacob Mcmillen,
To achieve your conversion funnel goals:
Focus on how to get your One Reader to the end of the funnel with your web copy. Make your One Reader the hero of your brand’s story to increase your conversion rate optimization.
Focus on your One Reader to craft persuasive web copy—picture whom you are writing for, then make the most beneficial point. Your audience doesn’t care about your company’s services or products, just themselves.
How do you focus on your One Reader?
Use your One Reader’s language to influence an emotional connection then they’ll buy. Selling is understanding people. You must show empathy. Trust converts; create a positive user experience.
To make that connection speak to your One Reader’s
In Cashvertising, “Dr. Direct” describes humans’ innate desires as the Life-Force 8 as:
The foundation of your messaging research is one or two of the desires, along with your One Reader’s level of awareness.
Determine their stage of awareness.
And then their level of intent.
You can focus on your product/service after you determine their level of awareness and their intent level.
Connect your product/service’s benefits to a well-told story. 95% of our purchasing decisions happen subconsciously, so desires/needs influence online behavior.
Summarize it all into your USP to convince your One Reader to buy.
Your web copy has to convey your unique selling proposition; try to sum it all up in one or two sentences. Follow it up with the information your One Reader needs to know to buy from you.
How will your product/service make their life better? Do research to find out. That’s what the Dark Knight would do.
Be like the world’s greatest detective; find out what makes your One Reader tick. They leave clues everywhere on the internet and when they engage with you. But how do you find these clues?
The best way to write converting web copy is to find messaging by mining reviews and comments.
To sell your products/services, focus on translating the benefits you provide to your One Reader into tangible value. Solve their problem/pain with your USP.
Since features are facts about your product or service, they can’t do much selling.
However, benefits sell well because they showcase what your product does for your One Reader.
Your unique selling proposition should communicate your values and your mission.
To find the right one think about their:
To increase your conversion rate, entice your visitors with selling points that say a lot with a little.
Unique selling propositions are unique, desirable, succinct, memorable, and specific.
So when crafting a website page (for example), capture your unique selling propositions in the:
Your web copy’s superpower is empowering the hearts and minds of searching consumers.
Think of your web copy as a billboard; don’t tell the audience your entire story. Writing copy for the web requires focusing on the “Rule of One.”
Tell your One Reader:
Speak to their needs and wants by picking a classic direct response copywriting formula to insert your messaging in a way that will convert. Establish trust, rapport, and credibility by showing you understand their needs, mood, and personality.
With your messaging be:
Bonus: Be Empathic
Useful, urgent, unique, and ultra-specific web copy leads your One Reader to your site.
Writing for the web means you’ll use organic posts, paid ads, SEO, or emails to drive your One Reader to a designated page on your website. Once they are there, your website copy has to carry their attention to the finish line.
On average, visitors to a page will read only 20% of its content. You need to structure your page so that the most important points stand out. They can click away at any time, so follow a proven format to make a quick impression.
The hero section is the visible part of the web page when the audience first lands on your site. It should include the header and the subheader.
It can be the entire page or as small as a banner. Sell your brand with the value propositions you created for your audience. Experts strongly encourage an image but it’s optional.
Optimize your hero section with the highest priority pain point to help people know they have arrived on the right site.
Choose a type of hero section based on what you learned from your audience research. You can use a typical Hero section template to frame your messaging to convert visitors.
Use your header to explain what you do; keep your header within 6-12 words. Write a full description of what you’re selling.
You have to prioritize the benefits your audience needs the most.
Add your company’s
You have to prioritize the benefits your audience needs the most.
Use your subheader to describe how you do it.
Build trust and credibility with a collection of social or data proof to convert your visitors (provide your usp). Social proof can increase newsletter sign-ups by 20%.
A common practice is to have customer testimonials (social proof) before the call to action. 88% of B2B marketers agreed testimonials are the most effective content to convert your audience. Or your social proof can be data, examples, statistics, reviews, etc.
You should insert your social proof several times throughout the website and follow up with CTAs.
Your call to action tells your audience the ideal step to take. You should start with a well-placed call to values. You must set up the value of the action you want the One Reader to take. Optimize your CTA and sell the click by detailing what your One Reader can expect next.
You may have a CTA in the hero section, or you may not. It depends on the needs of the website copywriting. Personalized (or ‘smart’) call to actions perform 202% better than generic ones, per HubSpot. Use a button to call them to action when it is time for your One Reader to decide.
Take your CTA to the next level by telling your One Reader what action to complete with intentional copy that matches what you stated in the headline.
Large images paired with informative copy is a common technique used. The picture you use should reinforce the messaging of your copy. Visuals give the visitors’ eyeballs a rest.
The fold describes a web browser window’s bottom border. The fold is the HERO section but could include more.
You must provide more value below the fold before they buy. You have to include a lot of social proof.
All web copy should have these copywriting elements to enhance the One Reader’s experience.
Your One Reader scans web pages in an ‘F’ pattern. They read the third word on a line far less often than the first two. You can expect this and position your most important copy at the start of the line.
You should tailor the goal of your web page based on its purpose. Each web page should tie into the overall purpose and intent of your website. Each page must work together in complete harmony to convert visitors efficiently. But you shouldn’t include your landing pages, lead generating pages, sales pages, etc.
Every day, 27 million content pieces get posted, shared, and commented on across the web. Social media posts, SEO, paid ads, and emails will drive your One Reader to your website. Please don’t send them to your home page, “75% of site traffic will leave after only seeing your homepage,” according to Demand Curve’s Julian Shapiro.
Use owned, earned, and paid media to help get your website seen. 61% of the internet users research products they want to buy, according to HubSpot.
Start your Keyword research by creating a list of words that describes your business, products, and services. Look for long-tail keywords to determine what your audience is searching for.
Links directed towards your website are a vital part of your site’s ability to rank higher. The more, the better, and it screams to Google, you are popular.
The meta descriptions of your blog posts are a snippet that summarizes a page’s content. Search engines show the meta descriptions when the keyword is in the description. You have to keep it up to about 155 characters, according to YoastSEO. It’s also an HTML tag. You can improve your Google ranking by using your focus keyword throughout the meta description.
Google needs fresh content and updating landing pages. You have to create valuable content for your readers. HubSpot has a list of 31 examples; click here.
If your One Reader made it to the footer, it shows they have interest in your service/products (or they automatically scrolled down).
It is shareable content for social media to drive your audience to your website. You should define your distribution channels and create a content calendar. You’ll see the advantages of having a content marketing campaign to generate traffic back to your website.
There are a vast number of tools to use to increase the effectiveness of your web copy. I’m just recommending Google Analytics for now.
You have to measure everything and based your web copy on data. KPIs are measurements that have exact numerical values to measure the performance.
Limit your measurables to the 5-8 most important metrics. You can use the KPIs consistently to improve the effectiveness of your web copywriting.
Your website can save you hundreds of thousands of dollars. It sells your company 24/7.
Web copy improves conversion rates because it sells futures, not features. Engaging web copy reveals the value of your product/service by connecting to your One Reader’s deepest desires.
You can be Batman and heroic enough to heal your audience’s pain points. All you need is to have relentless determination to rise to the online sales challenge.
Web copy is a sales tool. Sell with what you have in your tool belt!
Do you want to be effective at selling your product online? Understand your One Reader’s buying behavior and reduce friction in your funnel. Build a community through digital channels with converting content and promote your product all the time while providing value. You can optimize your funnel for audience and revenue growth.
Increase your conversion rate by starting with social media posts that drive traffic to your blog posts. Exchange a lead magnet for your One Reader’s emails. And then send your audience offers segmented by their interest. Watch your sales grow.
The key is Dr. Cialdini’s first principle of persuasion, the rule of reciprocity, a classic lead-generating technique. Providing cumulative value will:
Because humans naturally feel obligated to give back when there’s nothing expected in exchange for that favor. After reading this blog post you’ll be able to:
Dr. Robert Cialdini’s Influence: The Psychology of Persuasion outlines the “reciprocity principle” as people feel obliged to return favors when there’s nothing expected in exchange for that favor.
Create converting content with that rule in mind, and you’ll attract the right traffic as your audience comes through your funnel. Establishing trust online can be tricky, but using the first principle of persuasion creates a positive experience because of the value you provide. A simple gesture can go a long way, especially when it demonstrates your authority.
Keep your One Reader engaged with content that solves their pain point and improves their experience. If the experience is memorable, the prospect will purchase from you when the time is right. Doing a good deed without expecting a favor in return is content marketing.
With all the data-driven approaches to everything in life, marketers overlook that their One Reader is a human being. Show your target audience they’re more than a potential revenue source by offering a reward before you ask them to purchase.
Copyhackers is a real-life example of Cialdini’s first principle. The website offers a robust amount of free content including articles, videos, and resources about conversion copywriting. Because they provide so much insightful content, they have no problem selling their courses and bringing in qualified leads to convert into clients.
A good deed can influence behavior and establish a long-term relationship with your One Reader converting them into brand loyalists. Create informative content that gives readers tips, advice, and suggestions with plenty of examples. Carefully curated and crafted content bolsters your credibility in your industry. So keep people returning for more content and they will buy your product.
Marketers who prioritize blogging are 13X more likely to see positive ROI. Base your converting content funnel around the most common problems your One Reader has. Increase your conversions by building trust with your audience through your authority.
Stand out in your industry with valuable content that grabs your audience’s attention and interest. Keep them engaged by speaking to desires and call to them action by asking for their email address.
Once you have their email address, your One Reader becomes a valuable lead in your conversion funnel. It’s vital to offer something personalized that provides value without coming off as you’re trying to sell your product. Instead, offer something of value first and then tap into their emotions by telling a story.
Your offer is directly related to your One Reader’s finishing stage of awareness for the blog post. Provide the next logical step.
Offer a solution for your One Reader’s problem on social media. Optimize your offer by adding bonuses and making the delivery process friction-free. Reduce their risk and fulfill your promise by having a result they can measure. Think about:
According to OptinMonster, “businesses have lost $756 billion in a year because of poor eCommerce personalization.”
Join the conversation your One Reader is having in their head. Move them from their starting stage of awareness to the next. Personalize the converting content by directly addressing their objections to your:
Move them from maybe to yes by providing value.
Enhancing the value of your offer builds trust and establishes your expertise in your industry. If most of your content is educational, informative, and related to solving your reader’s problems, they’ll be ready to buy when you are selling something related to your expertise. According to Single Grain, the average customer engages with 3-5 pieces of content before talking to a sales rep.
For example, Backlinko’s Brian Dean offers the complete guide for free but offers a downloadable option in exchange for your email. (Take a look at his backlinks guide).
According to Harvard University professor Gerald Zaltman, “9 of 10 consumer purchases are driven by emotion.”
Use the six emotional states to sell with your content. They are:
Empathize the emotions that’ll appeal to your One Reader, and their interest will turn into desire. Make the connection by knowing precisely what your audience needs and showing how your product solves it.
Integrate real-life stories that your One Reader can relate to in your converting content. Use metaphors, anecdotes, and analogies. Use the StoryBrand formula if you need a structure to follow.
Converting content helps consumers make decisions, no matter what stage of their journey they are in. A compelling story engages your relevant audience, making them receptive to each stage of your content conversion funnel.
The Hubspot research found that 79% of marketers believe in the effectiveness of content marketing, but only 6% know how to use it effectively. Create converting content with Cialdini’s first classic principle of persuasion and a solid offer. There are 3 components of your conversion funnel: top, middle, and bottom. You can use the classic copywriting formula, AIDA, to create a high converting sales funnel.
Getting your One Reader’s attention will generate traffic/brand awareness at the top of your funnel. Providing a huge chunk of value specific to your One Reader will hold their interest; a lead magnet will speak to their desires. At the bottom of your funnel is your offer.
Align your content strategy with your sales funnel to increase your conversion rate. An example of a content conversion funnel is a social media post that drives traffic to your blog posts and asks them to download a lead magnet to get a series of emails that’ll lead to a landing page. The best thing about email is that you can automate it with detailed targeting.
Example of an email series:
At the start of the customer journey, figure out what they need and speak to it directly. Put yourself in your One Reader’s shoes and keep in mind they:
For example, use a social media post about a new “How-to” guide at the top of your conversion funnel because it generates attention and interest. The blog post provides value transitions their interest into desire. Offering the “How-to” guide as a lead magnet converts the desire into action as you exchange their email address.
Stage one of your funnel is the awareness stage. Find out where your audience hangs out, and then find out what converting content will attract their attention. For most companies, this is on social media or SEO. It’s challenging to stand out when over 4.4 billion active Internet users create over 4 million blog posts every day on WordPress alone.
Get in the habit of sharing your converting content on social media platforms and engaging with your audience.
Social media is the quickest, surest way of getting prospects and customers to engage and eventually become brand evangelists (Twitter, LinkedIn, and just word-of-mouth marketing).
For most companies driving traffic to their blog starts with social media/SEO. Build your converting content around keywords.
Create a social media post that transitions your One Reader’s attention into interest. Attribute a specific goal to each social media post.
As your One Reader enters the interest stage, a skilled content writer/copywriter will be able to blend educational and entertaining content. In this stage, the visitor becomes a lead. Create a blog post with a lead magnet.
Bridge your audience to the value of your product with content that aligns with the consideration stage of their buyer’s journey. Solution-focused content pushes the One Reader to the next step in your funnel. Blog posts that show your audience how to solve their real-life experiences using your product can help convince visitors to buy from you. Blogs are the 5th most trusted source of information.
Blog posts can help double or even triple your conversation rate. Establishing a detailed blog that helps answer users’ ongoing questions is the key to keeping them engaged and building more trust. HubSpot found:
Use BuzzSumo to find top-performing content in your industry and create a post with more value than your competitors. Use Moz to find out which blog content performs best on their website regarding backlinks, organic traffic, and social shares.
To make your converting content more reader-friendly:
Turn your best-performing blog posts into an infographic highlighting the main points.
Bottom-of-funnel content relates directly to your core offerings. Measuring micro-conversion like social media shares, views, and downloads reveals what content your One Reader likes. But the most critical metric is your conversion rate. You’ll have much more success if you offer your buyer a freebie along the way.
Offer a lead magnet that showcases the benefits of your product. The highest converting lead magnets are:
Refine your lead magnet so its value is unique to your audience. It must attract qualified leads by solving an ultra-specific problem with a solution they’ll receive within 5 minutes of opting in. Deliver on your promise with your blog post, and your visitor is likely to move to the next stage.
Demonstrate your expertise with a more in-depth lead magnet. Creating a lead magnet that speaks to your “One Desire” can connect the benefits of exchanging their email address for it. Focus on creating instant gratification for your One Reader to get their desired result.
HubSpot’s e-books continually get thousands of shares because of their value. Informative lead magnets have the following characteristics:
Although it is free, make it the highest quality. You can repurpose your highest-converting into a lead magnet.
For example, let your audience know you have a comprehensive ebook that breaks down more about (your blog topic). Shift them from a visitor to lead so they become customers. Get their contact information by calling your One Reader to action.
Be smart and tailor the call to action to your One Reader. Tell your one Reader what specific action to take next, so they enter the next stage of your sales funnel. Smart CTA’s convert 202% higher than other CTAs, so don’t use generic messaging. Use power words and words that convey emotions.
Using words like “submit” in CTAs decreases conversions by 3%. Personalized call to actions speak to your One Reader by connecting them to your free One Offer (lead magnet). Examples of calls to action:
Once your One Reader has exchanged their email address for your lead magnet, your content conversion funnel will pass the baton to a drip campaign.
Nurture your leads with emails to drive your One Reader to a landing page, product page, etc. Customized your lead nurturing drip campaign with personalized emails mapped to engage your One Reader to buy your product. With your lead in your pipeline, prime them with relevant content like details about the benefits of using your solution.
Continue to build the relationship with your One Reader with a series of emails that work to persuade them into a sale. Each email should increase the value of your “One Offer” by sending the right messaging at the right time. A must is adding value through information, so the One Reader can decide to purchase.
Build credibility with useful emails that address objections with proof of how your solution will help them achieve their desired results. Segment your drip campaign based on what lead magnet they downloaded. Measure what emails do the best to get higher converting drip campaigns.
The content conversion funnel moves your One Reader throughout your funnel by providing educational, actionable, and entertaining content until they are ready to purchase. Everyone’s conversion funnel looks different because their One Reader, One Promise, One Big Idea, and One Offer are all based on their product.
To define your conversion funnel:
Your content should connect your One Reader’s pain point to your solution by providing helpful information without expecting anything in return.
Get your audience to stop, drop, and open their wallets to shop with AIDA. But how?
The well-known copywriting formula creates a slippery slope that converts prospects into brand loyalists.
Grab their attention with your headline. Keep it for more than 2.6 seconds by piquing their interest with entertaining and educating information. Sell them their new future after using the benefits of your product. The copy should speak to their desires.
Immediately, call them to action by telling them the next step.
Your headline drives web traffic but only if it is beneficial. Create the right emotion with your choice of words and your landing page, website, email, or ad will pull visitors to the subheadline. Get involved reader’s emotions involved when the copywriting speaks to their:
Resonate with the readers by solving their problem in an ultra-specific, unique, useful, and urgent way. That creates the perfect selling environment for your product. Tease the value to begin the buyer’s journey into your sales funnel.
For example, “Big Commerce Essentials Review: Is It the Best eCommerce Platform for Your Online Business?”
The headline above teases to give the reader an honest review of one of the biggest eCommerce platforms without the bias of the company’s own advertising. The benefit is learning the advantages/disadvantages of hosting your store using their tools through an actual personal experience.
Create harmony with the audience you’re trying to attract by making a promise. Compelling headlines thrust interested people down the slippery slope because they generate curiosity.
Keep the slippery slope continuing with interesting facts and/or information that addresses your audience’s needs immediately. Hook them!
The lead sentence/introduction continues that one BIG idea you state in the attention part of the formula. Fulfill the promise you made with relevant value to set the tone for the next section of copy.
Depicting a pain point, educating your audience, or creating a fear of missing out using one of the options above generates results. Because engaging the reader taps into their frontal lobe (home to our emotions, personality, and decision making). Activating it establishes that human connection that is vital for success online.
For example, the first line of your email to your audience may be, “Increase your traffic by 31% like our current client Lammie Candies using our traffic tools.”
Capturing their interest, keeping their attention, and converting your visitors is all about positioning your solution to sell itself.
Create desire by showing your audience their new life after they use your product. Bridge the benefits with the features so your audience doesn’t have to imagine them.
Portrait the clear value with concrete examples and real-life success stories (testimonials/case studies). You can show what life would be like if they fail to act or if they continue dealing with that pain point to create urgency. Use concrete evidence (social proof is the best) to back up your claims to propel your audience to the last step.
For example, “Lammes Candies 31% increase was prompted by a switch from a storefront to eCommerce. Before their online store, customers could only shop during store hours. Now, they noticed customers spend the most money on Friday night around 10am. What information are you missing that could help you increase sales?”
Build interest with entertaining educational information. Make the product memorable, funny, or arousing. Show your audience your product is the solution.
Build desire with emotionally-driven content. Showing your audience the benefits, features, and social proof your solution will solve their problem. How will your product transform their life?
Persuading your audience to take immediate action is the goal of the last step.
The sole purpose of the landing page, website, email, or ad is to get your audience to purchase your service/product. Make it as easy as possible for them. There’s no need for any friction at the end of the slippery slope.
Make the action you want your audience to take clear and concise. The final step should be obvious to them. Entice the conversion with a link embedded in your call to action button. Offer a guarantee for more sales.
Add to Cart/Add to Bag
The action and value you expressed in the headline belong in the call to action button because mirroring connects the user’s experience from top to bottom. Your CTA doesn’t have to be exactly what you stated but restates the value of your product. To increase your conversions, add a line of copy that assures your One Reader the value they will receive.
Use copywriting best-kept secret AIDA as the foundation for all your sales content. Including:
Attention, interest, desire, and action are the core elements of your messaging in every aspect of your marketing but use the formula in tandem with others.
Why is copywriting headlines that sell so vital for online stores?
Because your audience is skipping, scanning, judging, skipping, scanning……click! Your blog is competing with social media, sports highlights, and emails but you TRULY can get their attention. (Don’t waste content by b.s.in’ on the headlines).
In 20 words or less, headlines generate traffic and drive in qualified leads. But Statista reported there are 3.5 billion internet users worldwide, and only 2 out of 10 people will read your content.
Your headline must clearly convey what your health blog post is about. If it does, 80% of people will ask themselves, “am I interested in this content?” (Most will skip it).
Headlines only pull in visitors when they are unique, informative, and SEO friendly. With reports showing eCommerce retail grows about 3x faster than brick-and-mortar shops, building a meaningful relationship with your audience starts when they read the headline of that helpful blog post.
What do all the highest converting health-related headlines have in common? A great first impression.How do you create an attention-grabbing headline? Read more. Click To Tweet
With 2 million new blog posts every day, the goal of your headline is to get the audience to read the lead sentence of your health blog post. Reading is an automated process, confirmed by Cognitive psychology research. So most people automatically read headlines without realizing it.
To get readers to turn into your audience, tap into their:
Headlines are the first step in getting a prospect to take action. When writing your headline, show your value and don’t be afraid to embellish. The headlines that convert the most visitors sell, exaggerate, entice, and make liberties without misleading the audience.
People buy online based on emotions. They justify the purchase later with logic. There is no difference when they are looking for health-related solutions.
Typically, pain sells more than pleasure because it is more compelling. Condition your headline to speak to your audience’s pain since your blog posts is an excellent resource for people seeking a solution for health, fitness, or medical issues.
The three emotions anxiety, anger, and awe convert at the highest rate. Using superlatives in your headline creates emotions. Extremely positive headlines that use superlatives tend to perform better than headlines that have no emotional appeal.
The core purpose of a headline is matching the expectations of your audience when they search for a problem. Your headline has to tackle one specific health problem. What is the BIG BENEFIT of reading your blog post?
You can illustrate a point about the problem, state facts, or even ask your audience a question. Conduct VoC, competitor, and stage of awareness research on your audience so the headlines come from the audience’s mouth. Look for expressions, keywords, and phrases to use in the headline.
Understanding your audience will increase your ROI because you can create headlines that appeal to your audience’s emotions. When making a promise to your audience help them see a healthier future for themselves.
Transforming the big benefit into your headline puts your selling point on front street. People search intending to find the easiest and fastest way to solve their health problems. Connect your headline to common searches by addressing your target audience’s problems in the headline.Show them why it’s worth the time to read your blog post. Click To Tweet
Addressing the reasons and motivations of your readers serves as the basis for a really powerful message. Fulfilling promises improves your visitors’ lives. They will convert in exchange for the meaningful help you provided.
Headlines that lead to high sales start by promising to solve a pain point. Help your audience by suggesting the best way to improve something.
Inc contributor Carmine Gallo advises his CEO clients to use a 50-word pitch strategy to persuade their audience. Being concise forces you to be clear so approaching your headlines with a similar strategy evokes interest, engagement, and excitement.
When reading your headline, ask yourself “How can I help my audience today?”
Create content that speaks to their dreams, pain points, wishes, and fears. Just don’t be generic.You have 3-8 seconds to capture the reader’s attention on the web. Click To Tweet
Keep in mind, you must convey the reader’s self-interest as the major benefit of the post. By telling your audience exactly what is in the blog post, they know what they’ll get from it. They want to know what’s in it for them if they are going to read the post.
Include your product and/or problem in the headline so someone who isn’t your target audience will pass on the blog post.
Coschedule said headlines can increase traffic by up to 500%. Don’t confuse cleverness with being clear when conveying your messaging in the headline. In the headline, make a clear promise in your audience’s language about what information is valuable to them without adding unnecessary words.
The curiosity trigger is great to use but if the headline is too vague, then potential readers will scroll past. Clarity doesn’t have to be simple, but “to the point” headlines get the best results. Speak your audience’s language without adding unnecessary words.
For example, lists are a great way to clearly show results.
77% of Internet users read blogs, according to Impact. To engage your audience, use numbers at the beginning of your attention-grabbing headline.
People prefer numbers in your headline and it adds credibility. The contrasting digit(s) stands out to us humans amongst all the words. A study found odd-numbered headlines convert 20% more than even-numbered headlines. Science-backed headlines perform the best, so try to include a statistic in the headline.
If you have an even number of items for a list use these tactics to get to an odd number:
Research shows the average time to convert visitors with your headline is 2.6 seconds. Short and punchy headlines seem like they dominate, but the best length for your headlines depends on what you are trying to convey.
In that time people read, Kissmetric found, the first 3 words and the last 3 words of a headline. When crafting your headline, you can go as low as 6 and as high as 20 words. Buzzsumo found headlines with 15 words got the most engagement.
For an optimal experience for the users and search engines, make sure your headline is no more than 70 words (use as many words as necessary).
During your audience research, you saw what keywords are important to your audience by seeing what they look for.
Find the most unique angle and the core differentiator. Using a target keyword in the headline will influence the search engines. Use the keyword at the beginning of the headline.
You can find the keywords using:
Stand out amongst your competitors with content focused on keyword phrases in your niche so consumers will become your customers. This more specific approach will allow headlines to show your brand’s personality while ranking on Google.
Being approachable is about positioning your blog posts for a specific piece of information, an answer to a question, or a solution to a problem. Your headline should include the most relevant keyword that matches your audiences’ search. Stand out to convert them.
To find out what keyword to focus on use
The information people love is what search engines rank the highest.
You can’t always create urgency. But when you can create a fear of missing out feeling within the audience, DO IT. Using subtle forms of urgency increases your blog’s conversion rate. Neil Patel‘s urgency formula is Do X or Risk Y.
Create a fear of missing out by mentioning,
Capitalizing on fear is a common technique in digital marketing. Being specific creates the greatest degree of urgency. Let the audience know what they are missing out on.
According to WiderFunnel, urgency has two components: internal and external. Internal is pre-existing and you create external with an offer.
There are two schools of thought when it comes to writing a headline. You can write the headline before you write the content or you can write the content and then write the headline.
When crafting headlines, you can rely on the 5 stages of the creative process.
Before you start make sure you have all basics covered. Use the 5 W’s:
Once you’ve collected all the information, you can choose how to go about crafting your “draft” headline.
For instance, I start with the headline and then write the content. Once I’m done with the content, I rewrite the headline using the first one as the base.
You can create a pre-head, a short sentence directed towards the people you’re trying to attention. For example, Attention Marketing Directors!
Copyblogger’s Brian Clark believes you should always write your headline first. If you’ve done audience research, then you have an idea of what it will be about.
Reverse engineering your blog post to fulfill the promise is beneficial because it forces you to focus on providing that benefit for your readers.
Create the content before you write the headline. Try to summarize the content in 25 words and then edit that summary until it is a headline.
Once you have the headline down to one sentence, keep working on it until it’s perfect.
Another way to write your attention-grabbing headline is to take a quote or statistic from your blog post and condense it.
CoSchedule’s Kelly Smith uses the “third third” technique from Tim Hurson’s book Think Better to produce the best possible headline. I adapted it to my technique to create headlines. (Use whatever process produces results).
Once you have your draft headline, brainstorm up to 12 headlines. Ensure your draft headline contains the keyword. This first group of headlines is the first third.
If you are struggling to come up with basic ideas start with “How to” and get more specific.
Create 2-3 variations of the top 5 headlines you created. The second third will produce between 10-15 more headlines.
1st variation is with different formulas. For example, try making your headline into a question. So experiment with the structure of your headline. Try adding power or sensory words as well.
Some experts say power words are better for social media headlines and not for search purposes.
Anna Handley suggests triggering at least 2 senses out of the 5 in your copywriting to invite the reader into imagining their pain point solved. The same applies to headlines when applicable.
For example, sight sensory words are visual descriptions that pull the reader’s in:
Check out Smart Blogger’s list of all the sensory words to increase your chances of getting your audience’s attention.
2nd variation is a different verb. Buffer conducted research that found headlines with more verbs and fewer nouns. Use verbs in their direct form when crafting your headlines. Try to use the superlative form of verbs instead of adverbs.
Selling Verbs and Adverbs
3rd variation is a different adjective. Try to use the superlative form verbs of adjectives.
Some Selling Adjectives
Based on those 15 headlines, write 10 more that are even better. This will be the third third. Typically, innovative headlines are produced on exhausting all the “least creative” headlines. Make sure the primary keyphrase/word is in the headline. Now you have a headline that will sell your post.
Bob Bly has a list of 38 Headlines that is a good starting place. “How to” and “Reasons why” headlines are the most popular headlines. They are followed by lists.
How to (Mundane Task) that (Rewarding Benefit)
Benefits sell and “how-to” headlines promise a better, easier, and happier life. The expressed benefits of “how-to” headlines help the audience determine what content will be emotionally engaging. Show your audience the true benefits of learning “how to” do something with specific details.
The dual benefit “how to” structure
“How to Win Friends and Influence People”
Another variation of the “How to” – Leaving out the word “to.”
Test different sentence lengths, words, or expressions until you find the headline that will grab your audience’s attention. Use Twitter and/or Facebook to test the different variations of your headlines.
Take two headlines you think your audience will react to. Use this headline as the control.
Post another headline at similar times on your social media platform. Measure if the 2nd headline for your blog gets more reactions. Keeping the process going until you have a winner.
Based on engagement, select the headline that performs the best.
Some experts ( the Andrew Chen technique) post headlines before they write the blog post. If they get a lot of engagement, then they will create the blog post based on the headline. You can also use your blog posts to test your headlines.
Maximize the impact of your headline by making a promise, teasing the value, and embellishing the benefit. Be useful, ultra-specific, unique, and create urgency. Front-load the headline with benefits.
Think to yourself, if your audience does this one thing (process, etc) they will experience this result (converting up to 23% more leads). Boil down the big benefit to the “means to an end” and tell a story.
Tools for editing copywriting help convert eCommerce visitors into customers. But how?
By helping you capture the elusive attention, interest, and desire of your One Reader. Making a long-lasting impression in 5 seconds or fewer isn’t easy so use copywriting to connect your One Reader to clarity. It creates “context” in a congested online world.
Context = Meaning
Meaning = Money
Money = ROI
ROI = Growth
Clarity = Business Growth
It can take hours, days, or weeks to revise to the point your audience will understand how your health product solves their problem. Yet, UX is a vital part of optimizing your sales. Let me explain how to speed up the process without sacrificing quality.
As we grow more digital day by day, communicating clearly is essential. It automates selling your health and wellness products online by connecting the dots. So edit ruthlessly to increase the clarity.
Way back in 1998, a Nielsen Norman Group study was done that showed, a rewritten website scored 159% higher than the original in measured usability.
The sole goal of editing copywriting is to increase comprehension. Editing copywriting for the web is concisely illustrating important information through adding, removing, and choosing words. Copyediting is punctuation and grammar.
Readability can set limits on your potential customer’s interest in your health and wellness product. This can “make or break” their experience with your brand. Users will leave your site before you even get a chance to convert them.
Simplify your copy using editing tools to improve clarity. Revising for readability helps visitors’ FEEL your solution for their problem with “WHY BUY” messaging.
Cognitive fluency may be the most underrated aspect of the user experience because it affects customers’ perceptions and behavior.
People can be persuaded easier when your messaging is easy to comprehend. When your visitors are more receptive, they click the buy button. Yes, a typo-free website helps. But poor copywriting makes any your investment vein.
During editing copywriting, think about the ease or difficulty your visitors will have mentally processing your content. Make it as easy as possible for them to understand. Editing web copywriting is a dynamic process of perfecting your eCommerce site’s effectiveness at getting consumers to click. But it’s worth it.
In 2016, CXL’s Aaron Orendorff stated the most notorious place for clutter is the homepage. Sticker Mule’s revenue dropped by nearly 48% when they added too much content.
According to Readable, 83% of people will finish your content if the readability level is 5th grade instead of 12th grade. Use the editing tools to figure out what the Flesch reading score is and that will ensure your copy doesn’t go over your visitor’s heads.
Developed in 1975 for the U.S. Navy, a higher score on the Flesch Reading Ease Test means your content is easier to read. Measuring the readability of your copywriting gives you a good indication if your visitors will understand what they perceive.
When using the tools below try to aim for a score between 60.0–70.0, unless your audience requires a higher level of comprehension.
Some popular publications readability index are:
Use online editing tools to get the Flesch Reading Ease Test score so you write your content accordingly.
Persuasion on the internet is about capturing your target audience’s attention. The average attention span of an adult is 8 seconds.
When editing your website copywriting:
Basically, your target audience needs to know who you are and why they should buy from you. Your copy can be “flashy” but if visitors don’t understand your metaphor or your hyperbole overload then you probably lost them. Hopefully, not forever.
According to a 2008 Nielsen Norman Group study, users read only 28% of the words. To negate losing your audience to the millions of other things there are to do while they are online, use these tips to make your copywriting more appealing.
A UX-friendly writing style (voice and tone) needs uniformity. Increase the readability by delivering valuable knowledge in the same tone and voice. Consistent web copy makes the experience more polished, therefore presenting your company in a professional manner. A cohesive message builds credibility and trust.
Reliability generates leads. Be consistent with the:
Following the lead of Joseph Sugarman’s quote, “the goal of every sentence is to get the next one read,” every single sentence has to consistently advance the action. The consistent flow of the “slippery slope” leads to fluency heuristic.
Fluency heuristic – the easier an idea or information is to understand, the more likely it is to be accepted. Developing a style that has consistent formatting and structure. The copy and other on-page elements of your web pages working together will only increase the persuasiveness of your copywriting.
YoastSEO’s readability tool has an acceptable frequency of long sentences of 25% or less and passive sentences at less than 10%. Using editing tools statistics will keep your writing consistent so clarity isn’t an issue. Emphasize the benefits over features while keeping in mind most visitors will scan the website for meaningful information. Ensure your web copy and each page of your website is cohesive with a simple structure.
According to Neil Patel, readability is directly linked to:
Since we’ve all got options online, your website’s bounce rate is often tied to your UX. Their experience is more than words but copywriting provides context and meaning. Meaning equals money. In eCommerce, meaning equals conversion rate optimization.
A Referral Rock survey found out, 36% of marketers said copy has the greatest impact on conversion rate, while 33% named design. To fix your bounce rates, use copy that correlates with the consumers. Ensure you focus on optimizing your visitors’ experience.
A great user experience starts with meaningful copywriting that is:
It efficiently solves your consumers’ insecurities about your health and wellness company, product, or service. Copy and paste your website copywriting into the editing tool:
Increase your conversion rate using copy editing tools by measuring the readability of your web copywriting.
To increase the duration of your user sessions, have copy that tells, compels, and sells your visitors that you have the solution for their problem. Edelman provided insight that only 10 percent of people think any given brand communicates their motivations and concerns.
2. Edit the messaging (repeatedly) until it increases your conversion rate.
Successful web copywriting:
Revising is a process that can go on forever so make sure you set deadlines but don’t rush this part of your customer’s experience.
Google found visitors form a judgment in the first 50 milliseconds. Do different types of editing depending on the needs of your web copywriting. How bad is your website tanking?
You see plenty of views, but no one is clicking. Whelp! It’s time to reorganize all the copy during a heavy copy editing revamp. Your editing process can be complex or simple.
Fine-tooth comb editing may not be necessary. Let the analytics predict what level of copy editing needs to be done on the website.
Heavy editing includes changes from the style to the sentence structure.
You can work on:
Medium editing addresses problems in the website or landing page copy that you are aware of without having to change the entire messaging.
Light editing is based on quick insights provided by data or observations. Convert your visitors into consumers faster by editing it into their language. Be precise and clear so cognitive fluency, readability, and your UX are converting powerhouses.
The health and wellness industry is estimated to be worth between $3.4 trillion and $4.2 trillion. The most important correlation between revenue and readability is understanding. As a result, clarity reigns supreme in converting your health and wellness audience into customers.
The process of fine-tuning your copywriting makes the difference between prompting clicks or producing a high bounce rate. Your passion for your product and your expertise are clear only after you polish your messaging.
Editing your website to convert isn’t just shortening up the word count. Instead, use the opportunity to create emotionally rich web copy that is fine-tuned for conversion. Focus on both the small details and the big picture, so your website will be easy to read. Use editing tools to achieve a user experience that is the talk of the net (good ole fashion word of mouth).
Reading out loud is the most productive way to edit your web copywriting. Start to read your copy from the end to the beginning (backwards) to catch typos, errors, and awkwardness. When you read it out loud edit the:
Paying attention to every little detail makes the difference between communicating clearly and leaving the prospect’s confused. Avoid foggy web copy with simple and straightforward messaging.
Keywords are going to be naturally embedded in your website copy since your writing for the web. Although SEO is a lot more than keywords, use tools catered towards an online audience to help you.
Small SEO Tools Plagiarism Check is the best tool to use to make sure there is no plagiarism. It has a lot of other useful tools for text available.
What I love about it:
Confirms your content is unique.
When to use:
Whenever you’re concerned with verbiage that is too close to your competitors.
Yoast SEO is a popular plugin for WordPress that focuses on SEO. As your crafting content in WordPress, the readability analysis points out:
Yoast SEO also looks at
What I love about it:
It gives you instant feedback on your readability. You can make decisions based on the color of each meter. Remember, your audience determines what score you’re aiming for on the Flesch Reading Ease test.
When to use:
Use YoastSEO when you’re putting your content into the CM.