Why Email Campaigns are the Best Ever for CBD Sells; Compel with the 3 S’s of Email Copy

How could email marketing still be effective at the ripe old age of 57?

No wonder your email campaigns are collecting digital dust with all the dancing on TikTok, debating on Twitter, reels on Instagram, and “friend forming” in Facebook groups. However, email has remained central to digital communication and has effectively grown a lot of CBD companies.

With email marketing’s value set to increase to $17.9 billion by 2027, it’s far from over the hill. The golden age of email marketing is here to stay, with it being 40 times more effective at acquiring new customers than Facebook or Twitter.

90% of companies agree email marketing is crucial to their company’s achievements (Litmus), but with a 4400% return on investment that’s no surprise. 

Email campaign generate the highest ROI because you can foster a deep one-on-one relationship with your One Reader. Unlike social media followers, you have complete ownership of your list. Meaning more access to them increases your ability to present the best possible offer at the best time. 

If HubSpot said it; it has to be true.

You built enough trust to capture their email address after driving them to your site, so now it’s time to sell your product. Your email campaign is the best way to nurture your subscribers until they are ready to buy. With 120+ business emails sent and received every day, yours has to stand out from the crowd using specific copywriting. Here’s how. 

By the time you finish reading this article, you’ll learn:

  • The strategy behind a successful email sequence
  • How to increase your sales with 3 S’s
  • What impact the other elements of email have on the copy

The Art of Email Campaigns

Effective email campaigns start with a dynamic strategy built on audience research and messaging math. Define your overarching goals, KPI’s and then improve your ROI by optimizing what subscribers open, ignore, or delete.

“Ponder and deliberate before you make a move.”

Sun Tzu

4.1 million active email users worldwide have provided enough information to set base goals for your email so you can segment your list and schedule the automated email sequence.

An example of a goal is to increase open and click-through rates for new subscribers within 30 days of signing up for your list.

The ultimate goal is to increase engagement and sell more CBD products. Convert subscribers -> buyers -> lifelong customers through communicating relevant, timely, and personalized value propositions. 

Each email in your sequence has one goal. Define what actions you want the reader to take and how you’ll prompt them to take that action. Your list segmentations determine what sequence you will create. Don’t go in blind, use your data from previous email campaigns or use the industry standards as a baseline.

Studying the data and plan how you’re going to take an action.

Testing, Testing,Testing is as Easy as 123

Plan on running A/B tests to see how you can maximize your clicks and optimize your emails in each sequence. Test one element of your email sequence at a time to get an idea of what’s increasing your conversions. It’s the only way to know what’s working or what isn’t. Evaluate the outcomes and make decisions to improve the performance of your campaigns. 

There are only a few key areas you should focus on for testing, for instance:

  • The offer
  • Subject line
  • Preview text
  • Body copy
  • CTA

You should also test:

  • What type of content is most effective
  • What’s the most effective structure
  • How many visuals to use
  • When to send the emails

Take a learning approach to the optimization process, so your campaigns will cut through the noise. Identify bottlenecks, areas for improvement, and note key performers. Uncovering unique insights will lead to an increase in conversion using limited time and money. CBD marketing managers focus on maximizing their email list to get the greatest returns. 

Email Insights Make the Future Bright

Email metrics are useful for improving your subscriber’s experience. Engagement from your audience provides data that drives innovation for your messaging. It empowers your converting content because you have a deeper understanding of your audience’s desires. 

You can 10x your click-through rate from analyzing previous emails you sent to your current segment of subscribers. Use the following metrics to discover your buyer’s journey:

A healthy email sequence performance leans on percentages, feedback, and results from A/B testing multiple designs and formats. Customer-driven decisions enhance your strategy’s effectiveness by engaging them with relevant copywriting. 

1. Monitor your campaigns 

2. Maintain your connection 

3. Keep monetizing your email content

Once you have the strategy, focus on the actual email copy. Draw insight from research and data; Develop a hypothesis, prioritize what to work on, and optimize your campaigns.

The 3 S’s are the Keys to Your Email Campaigns 

Use segmentation, stories, and specificity to write email copy that makes the One Reader feel like you’re face to face solving their need. Boost both clickthrough and conversion rates, prompt them to open the email and take action with relevant messaging.

1. Separate the Winners from the Beginners

Marketers have found a 760% increase in email revenue from segmented campaigns.

The better you know your audience, the better you can segment their email sequence. Segmentation lets you get specific and tell more meaningful stories, which increases the chances of your subscribers taking action on your One Offer. Email campaigns like a welcome series or a nurturing series will increase your conversion rates because of their relevance.

Stand out in your One Reader crowded inbox

Email marketing is the most efficient channel for driving purchases (73% of votes). Targeted emails are relevant because they are tailor-made to capture their attention and build trust. Each email must be a personalized experience that speaks about what the subscriber desires.

To deliver relevant emails based on the segmentation, divide up your email list into a smaller list of subcategories based on:

  • Common interest
  • Behavior
  • Characteristics
  • Preferences
  • Demographics⁠
  • Target Audience/Buyer Persona⁠
  • Recent Webinar Guest⁠
  • Customers⁠

“Relevant converts, irrelevant annoys.”

Joanna Wiebe

Segment your audience based on their path through your funnel. You should have a good idea of who your audience is at this point, so align your One Reader’s interest with your One Offer. Go beyond first-name personalization.

Email Automation; Customer Creation

Personalized emails are effective at selling when sent at a consistent cadence. Using an email sequence to “drip” emails to your subscribers over a few days or weeks turns those interested leads into nurtured customers. First, determine your intent then create a dynamic workflow that delivers based on time or triggers.   

Time-based mail Sequence

Predetermined time intervals sent on specific days.

Trigger-based mail Sequence

Emails are delivered based on subscribers’ actions (trigger points), whether it’s clicking a button/checking out a landing page.

Determine what’s appropriate for your sequence. Welcome campaigns are time-based but using triggers is possible. Abandon cart emails are obviously triggered.

The Highest Converting Campaigns

Lifecycle emails save time with personalized timed or triggered email templates. Email sequences are easier to sell your products because they hinge on the details that make your brand’s story relevant to your One Reader’s life. Send the right offer with the right message to your high-quality leads using the insights from your research. Target them with exclusive valuable content that motivates them to purchase your CBD product.

One of the emails can highlight the USP for your product.

The most common lifestyle emails are:

  • Retention
  • Welcome
  • Nurturing/Engagement
  • Conversion
  • Abandoned Cart

Set it up once, learn forever, and continuously sell better. Since you have a plan, your subscribers will tell you what they need through feedback, analytics, and your KPI’s.

Abandon Cart Sequences

When subscribers express high intent to buy but leave your website before entering their payment information, send them a sequence to incentivize the purchase. You don’t have to be pushy, but why slow down their momentum when there is interest in your product.

According to SaleCycle, over 75% of people abandon their cart online and CBD companies can recover up to 63% of their lost sales.

Win back revenue you would have lost with converting messaging, whether they were just browsing, comparing prices, etc. Send an offer to them that’ll overcome whatever objection they had. Their objection could be the cost is too high, the checkout process is too complex, etc.

For example, send a sequence that offers free shipping.

Conversion Sequences

Send emails that directly sell by reverse-engineering your messaging from the optimized offer. The offer makes your sequence convert, but first you have to create a revelation you want the One Reader to have. Leverage their belief, feelings, and knowledge into a converting message that’ll change their perspective on their problem. Tie it to your product and position it as the solution.

For example, send a sequence about related products or a bundle of the best products.

Send an email detailing a related product and you could get a sell.

Your conversion sequence closes the deal with your One Reader by pushing them closer to a purchasing decision.
Attract their eyeballs to get their attention and then convert that into interest/curiosity. Lead them to the next step, holding their hand with entertaining info that informs. Accelerate their purchase by speaking to their beliefs until they have a revelation to take you up on your offer.


Emphasize the benefits that are most important to them. Conversion sequences work with all types of content.

Nurturing Sequences

Tied to your incentive to have site visitors sign up, send nurturing email series after your One Reader opts in. These sequences are 4-6 emails that regularly convert subscribers to customers by moving them further in their buyer’s journey. Deliver the discount and continue with targeted valuable content that’ll convince subscribers to become customers.

In time, your subscriber will need your product, so build the relationship and maintain it with a sequence. Your brand will stay top of mind; you can provide helpful tips to increase your authority, you can entertain your audience in a fun and unique way. Share an update or an announcement in the middle of the sequence. Start a conversation and subtly sell your product using a call to action.


Deliver the discount and continue with targeted content that’ll encourage subscribers to become customers.

Retention Sequences

Send a sequence to current subscribers or customers to increase their satisfaction, experience, and connection with your CBD product or brand. Re-engage them with the heavy use of triggered emails communicating the product’s value and its relevance to your One Reader. They are the most common sequences because retaining customers is more affordable than acquiring them. Persuade old customers with a new offer by creating an optimal sales experience in their inbox.

Send an email suggesting a solution to a problem you know they have.

Welcome Home; Set the Tone

These 4-6 emails can welcome new subscribers and transform them into well-informed future customers. Don’t just send them to a newsletter. Set expectations, establish the value, showcase the benefits, provide social proof, and incentivize their customer journey. Welcome email series set the expectations for your new subscriber.

It’ll present your product or service while engaging them. Tell your One Reader thank you and the type of content they’ll get. Let them know how often they’ll receive emails and reaffirm the value in their inbox daily, weekly, or monthly.

For Example:

Your welcome series can sweeten the offer with free shipping if the purchase is made within 30 days.

Here’s a breakdown of Medterra’s first email in their sequence:

MedTerra’s welcome email provides an offer right away.

Next, they differentiate themselves from other CBD brands.

After that, they address their One Reader with email copy that speaks to problem/pain awareness.

MedTerra’s welcome sequence is simple and touches all bases.

MedTerra ends the email showing their best-selling products.

What’s the Prime Time to Send Emails

Timing or triggers are everything when it comes to increasing your open rates. It’s essential to get your emails opened so your converting messaging can convince them to improve their lives. Determine the email cadence and create the automation schedule with a sequence.

Timing is of the essence with an email sequence.

The email standards frown on sending individual emails on Mondays or Fridays, but your audience determines the best days. Research starts the best time to send emails are 6 am-10 am and 7 pm-10 pm.

Marketers who send emails on Tuesdays get the highest email open rates.

Coschedule

Focus on Fibonacci for Your Email Campaigns

Use nature to schedule your autoresponder to reach out to your audience with perfect timing to move them along your sales funnel. Use a copywriting formula like AIDA, POS, or PASOP combined with the Fibonacci sequence.

Let’s use a welcome sequence for an example. You plan the timing of each email based on the day and the number of the email using a natural pattern.

How to Plot a Best Selling Email Sequence

A connected series of lead nurturing emails that push the subscribers further down your sales funnel allows you to send targeted emails at every stage of the buyer’s journey. With any email sequence, you want to define the end goal and where they are at when they enter the campaign. Use your series of emails to connect your One Reader to the end goal: your CBD product.

Optimize the offer for your product and watch your sales 2x at least.

You earn $36 for each $1 you spend on your email marketing.

Litmus

Consistently Write Converting Messaging

77% of people across all age groups and demographics prefer email over other permission-based advertising. Every day 319.6 billion emails flood your One Reader’s inbox so to stand out meet them in their head.

Make a promise in the headline and keep it with your body copy. Tell your One Reader what you have to offer and why it’s valuable. Focused messaging prevails because it’s personal.

Relevancy = revenue. Email copy resonates when it is about the subscribers and how your product or service benefits them. Deliver dynamic content with the right messaging to the right person at the right time. 

Keep it concise, entertaining, educational, and offer a solution. Meet the One Reader with vivid descriptions of their problem, be hyper-specific detailing the pain point that’ll get a visceral reaction. Speak to the moment of highest tension. Write out their inner dialogue and mirror it in the email copy. 

Think about the problem that keeps them up at night. Key in on the part of the problem that triggers a super emotional reaction. Think about the hyper-specific context in which your product solves the problem. Base it on your One Reader feeling when they engage with your marketing and product. 

And then ask yourself, “can I be more specific?”

Storytell to Sell Well

Tell a story that engages the One Reader and connect it to your product. To shape a relevant story, ask yourself:⁠

  • What do they exactly need to do? ⁠
  • What do they need to believe?⁠
  • What do they need to feel?⁠
  • What do they need to know? ⁠

MontKush uses their origin story masterfully throughout their messaging; They even have a birthday bundle inspired by their origin story.

Try these 4 steps to make your One Reader the hero.

1. Identify the hero⁠

2. Put the hero’s problems, pains, and dreams into the spotlight

3. Guide them to promise land by introducing your solution 

4. Show them they’ll live happily ever after⁠

There are a ton of ways to weave your brand story into your subscriber’s life. Tell the story in an email that’s a part of your sequence or you can drip out the tale over a few emails. One of the most effective ways to tell a story uses the superman principle.

⁠Try the “Superman Principle” to Tell a Story

1. Your One Reader is the hero of their own story⁠

2. Every moment is about them achieving their goal (using your CBD gummies to achieve that goal)⁠

3. Your One Reader saves the day, not your product

4. Your solution makes them Superman/Superwoman⁠

Stories will always persuade people because when we hear them our brain puts us in the scene we’re reading. Everyone loves a good story. In fact, the “feel good” hormone oxytocin releases as a story resonates with your One Reader.

Specificity in Email Campaigns

Bridge your content with context. Make it meaningful with crisp nouns and active adjectives. ⁠Generate interest with word pictures; Don’t summarize. ⁠Adding details translates to more meaningful stories because “relevance rules.”

“People remember what they can visualize.”

Joanna Wiebe⁠, The ORIGINAL Conversion Copywriter

⁠Personalization separates high-converting emails from the ones that get lost in the inbox.⁠⁠ Start with the subject line, write the preview text, keep the body copy relevant and scannable.

Piece it all together to increase your sales through emails.

How to Write Converting Email Copy

Above all, write to one person. Using your One Reader’s name, inner dialogue, tone, and addressing their highest moment of tension in your email copy increases the chances of them clicking through. Use an emoji or two to help convey emotion. 

This CBD company (Not Pot) uses emojis in the subject line.

Be concise using action-orientated verbs and keep adverbs, adjectives, pronouns, and prepositions to a minimum. Communicate the message with as few words as possible. Avoid huge chunks of text and long sentences. 

Keep your paragraphs between 3 to 4 sentences at the most. Use numbers instead of writing them out and support your claims with statistics. To break up your text, try using:

  • Bold
  • Italics
  • Subheadings
  • Bullet points

Optimize the words for your subject line, body copy, and call to action to help the reader visualize the next step and create a sense of urgency. To make sure your emails get delivered, avoid spam words and phrases that’ll reduce the deliverability of your emails.

The Best Ability is Deliverability

Spam words to avoid: 

-100%
-Free
-Limited Time
-Special Offer
-Sales
-Promise
– Satisfaction

 Spam Tool:

Is Not Spam

Slippery Slope Subject lines

“47% of users open an email based on the subject line alone.”

optin monster

The sole purpose of your subject line is to get your One Reader to open your email. Keeping it short and sweet, provide some value or info enticing them to open it. Try summarizing what your subscribers are going to read. The best way to inspire action is with a simplified subject line containing the subject’s name that tells them what’s in it is the best way to inspire action.

Leafly puts the offer in the subject but leaves room for curiosity.

“82% of email marketing experts send subject lines with less than 60 characters.”

Aweber

Curiosity Pulls like Gravity

Create an open loop gap by being descriptive yet leaving out an important detail. Creating curiosity engages your audience’s mind so they’ll try to work out what’s next. On average, an email subject line contains 43 characters and most email service providers cut the subject line off after around 40 characters. Remember to use numbers when applicable.

Engage your audience’s mind and you’ll prompt action using the curiosity loop.

Make the One Reader curious and they’ll ask themselves what are “these.”

Are you Scared to Use FOMO?

Use psychology. The fear of missing out is a powerful motivator. People react more strongly when they feel like they will lose something. Use your subject line to let your subscribers know what they’ll be missing out on if they don’t open the email.

Hype is a strong selling point because of herd mentality.

The bottom line is to make your slippery slope subject line more memorable using curiosity, FOMO, testimonials, offers, etc.

Examples of Email Sequence Subject Lines
  • “Use a customer testimonial”

FabCBD does this masterfully in their subject lines and throughout the body copy.

  • Directly state the offer

CBDistillery uses the offer directly in the offer above.

Subject Line Tools:

Try using CoSchedule’s Email Subject Line Checker as a resource to improve your subject lines.

Compelling Pre-header Text Gets Opens

Action-orientated, concise, and unique pre-header text impacts the opening of the email. The sentence that follows the subject line should always convey a compelling message. Within 100 characters, you can also include a call to action.

If you didn’t use an emoji in the subject line, see if adding one here will increase the odds of your One Reader opening your email.

A preview of how your preview text will look.

Email Campaigns Content is Everything

Consistently stay top of mind with a sequence containing content that combines your unique selling points with valuable entertaining storytelling. Using your insights, deliver relevant information/insights/tips and generate sales for your CBD business. 

Convey it in your One Reader’s language to establish an emotional connection. Show the subscriber the similarities between you and them; it’ll build a deeper relationship.

Ensure Nobody Emails Content Like You

From welcome emails to abandon cart sequences, copywriting gets the reply, the purchase, or the click. It’s how you get engagement and increase the click-through rates of your emails:

  1. Set the goal for your sequence, and then the goal for the individual email you’re writing
  2. Align the content with the rest of your sales funnel
  3. Edit your content ruthlessly to make it concise and powerful

Let’s break down each step.

1. Set the Goal

Define the:

  • One Offer 
  • One Reader’s Stage of Awareness
  • One Promise & One Big Idea
  • Type of Content
2. Align the Content with the Sales Funnel

Be brief and on-brand while speaking to the awareness stage of your subscribers. Your One Reader is in one of Eugene Schwartz’s 5 stages of awareness, so it’s your job to move them to the next stage.

If they are a subscriber, then the likelihood of them being unaware is slim to none. So the majority of your email sequence content will focus on moving your One Reader from solution-aware to product-aware or product-aware to most-aware. 

For example, use time-limited offers to create urgency or relevant customer testimonials to get a product-aware One Read to purchase.

 

FAB CBD uses the new year as a deadline for their offer.

You can send an email sequence that recognizes customer milestones and celebrations them with an offer. Another technique would be emailing your list a link to a blog post that solves their problem, moving them from problem aware to solution aware. Drive traffic directly to your new post and gain even more. 

Triggers for Email Campaigns

Sugarman’s 24 psychological triggers are an excellent starting point since they get people to buy things. Select one to focus on by figuring out:

  • The end goal for your One Reader
  • Where they are now
  • How you’ll connect them with words 

Use a trigger to focus your copy around. The value proposition, social proof, guarantee, objections you address, and your call to action. Choose wisely and connect it to their pain points to create persuasive messaging.

What trigger would you use to sell MedTerra’s CBD Gummies?

Pain Points Power Persuasion in Email Campaigns

Speaking to your One Reader highest moment of tension sets you apart from the competition. Agitating the pain point and then immediately introducing a resource to help. Providing the solution with your product unlocks the possibility of a purchase.

Use testimonials to find the pain points to speak to or use them directly in your email body.

Social Proof is a Must for Trust

The idea is that people will adapt their behavior without you having to highlight the evidence. 

  • Expert Social Proof
  • Celebrity Social Proof
  • User Social Proof
  • Wisdom of the Crowd Social Proof
  • Wisdom of your Friends Social Proof

Clearly communicate your value for the people who are on the fence.

Above is an example of “user social proof.”

Call to Action Copy for Email Campaigns

The single focus of your email should be your call to action, so every email needs at least one CTA button. A clear and concise CTA using specific action verbs has to align with your email copy. State the action you want your One Reader to take specifically. 

In the photo above, Sunday Scaries technically has two CTAs, “Join the Squad” and “Shop Now” but the first one is used as a headline to encourage herd behavior. The point is to let your One Reader know precisely what they are getting. Convert prospects on special offers or upsell existing offers.

“Emails with a single call-to-action increased clicks 371% and sales 1,617%.”

WordStream

Try to write the call to action in the first person. Use a general rule of thumb like completing this sentence: I want to______. End with a strong push to action answering the question, “what is the cost of not clicking this button now?

Secondary Call to Action

Use P.S. to support the goal of your email. Use the space to provide one last benefit that wasn’t mentioned. Or you can use it to guide readers to your blog, social media channels, an offer, or the next stage in your sales funnel.

Be careful not to overuse the second call to action.
Length

Be concise. Most emails are too long for the seven seconds you have to make a first impression. Your audience research and insights will let you know how long your emails should be.

Keep emails short and sweet like MedTerra’s quiz.

Formatting Email Campaigns

Your emails will be delivered to multiple devices and screens, so create templates that provide a consistent look and feel. Use the same imagery, color scheme, language, and tone for every email you send in your series. 88% of smartphone users check their email actively.

Use images of your product to break up text.

Keep it simple and clean to enhance your messaging. Structure your email, so it guides your One Reader to action. Every email should have:

  • An offer
  • Supporting data
  • Visible CTA button (Linked to a specific landing page)

Edit the Email Sequences Content

Editing is where the magic of crafting converting messaging happens. Edit your email copy ruthlessly to increase comprehension. Clarity connects everything in your email and brings it together.

Of course, once the messaging is clear you have to make sure it looks good. Your One Reader sees your email before they read it.

Email Design

Creating space in your email designs can help your message breathe because text-heavy emails hurt the eyeballs. Create scannable emails with eye-catching images, gifs, and visuals. Make sure they are great on all devices. The aesthetics of your layout can supercharge your conversions and your user experience.

Strategically use white space, email copy, and visuals to make your email sequences easy to navigate.

Make sure the design is responsive. Think about the visual hierarchies when it comes to your email images. Think about the following visual elements before sending the email:

  • F vs Z pattern
  • Heavier or less heavy image density
  • Multi-column vs single-column sections
  • Hyperlink color
  • CTA button color
Email Campaigns Images 

Including images in your email can help increase your engagement rates. Use images to break up your email copy. Keep your file sizes small for any images, GIFs, or videos to reduce the load times.

Product images are a great way to convey emotion and meaning.

Use these tools to compress your email sequence images

Email Sequence Call to Action Button

Use a clean and simple design to make sure it stands out to capture your One Reader’s attention. You can increase the size of your button. Make it look like an actual clickable button, and you’ll see a 45% increase in clicks. For example, you can place it right under your value proposition. 
Use a color that contrasts the primary colors in the email sequence. According to a Hubspot study, changing the CTA button color from green to red boosted conversions by 21%.

A clean and simple CTA button is the best way to increase your sales.

How Email Campaigns Boost SEO and Social

Emails help your SEO from a holistic standpoint but not directly. Use email campaigns to increase your SEO’s impact and vice versa. Add social sharing links makes it quick and easy for your One Reader to share your email on social media. 

“Blog posts are 3.9 times more likely to be shared on social media by your email subscribers.”  

Neil Patal

Emails are the Best Investment Ever

3.9 billion people used email in 2019, and it’s estimated to reach 4.3 billion by 2023

Statista

Hands-down email campaigns are the best way to stay in touch with your readers. With many of your subscribers having crowded inboxes overspilling with “trash” emails, it’s hard to write an email sequence that makes people read, click, and buy. But as one of the oldest channels in digital marketing, you can track meaningful metrics that’ll grow your business.

89% of marketers say that email marketing is their primary lead-generating channel. 

Surviving the 2021 Epic Facebook/Instagram Blackout

In early October of 2021, the servers went down for hours making everyone realize how important email is.

Email campaigns are here to stay, so use them wisely. Remember, you don’t own the content you post on social media, and you’re not limited to the social platform rules when you use an email sequence. Classics never go out of style and when it comes to ROI, email marketing is a class of its own (the digital marketing HOF). Don’t retire it just yet.

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CBD Blog Posts Increase Your ROI: 7 Reasons How

“74% of B2B buyers share blog posts with colleagues.”

Demand Gen Report’s 2018 Content Preferences Survey

They said reading died in 1991 and again in 2007, so marketers’ most significant challenge is creating content that drives sales. With video as the latest digital marketing tactic, anything wordy doesn’t seem like it would get your One Reader’s attention but written content still helps consumers make decisions.

Whether it’s B2b or B2c, data-driven CBD blog posts generate more sales because they drive qualified leads to your website. Creating actionable and educational content targeting your audience draws them from searching online, through discovery from social media, or word of mouth. Blog posts prime your site’s visitors to become great customers maximizing your return on your investment. But how?

CBD blog posts work for B2C or B2B

They’re assets to your content marketing because they improve your One Reader’s experience by answering their questions. If your content is always helpful, people will engage with your brand. They may share it on social media, via email, by word of mouth, by linking to your posts, or by commenting on it. And you can repurpose the highest-ranking posts across other channels or use them as lead magnets.

1. Build a Community with Converting CBD Blog Posts

The community-building ability of blog posts is the number one reason it’ll increase your revenue. Building a high converting community starts with asking your audience what they want from your content. Write for your visitors first, then search engines later. Build a relationship with each post. Everyone provides an opportunity to:

  • Interact with your audience
  • Share valuable information
  • Increase your online presence
“57% of businesses have acquired a customer through their company blog.” – @HUBSPOT

Promote helpful, high-quality posts that answer your One Reader questions and provide solutions to their problems. Become an authority by using:

  • Examples
  • Statistics
  • Testimonials
  • References
Charlotte’s Web uses all 4 to build their online authority

Increase your credibility with useful assertions supported by demonstrations. Optimize every element of your posts to convert. Optimize your blog posts:

  • Titles
  • Meta descriptions
  • Text
  • Images
  • Infographics
  • Videos
  • Gifs

Community building occurs naturally since most of your visitors have a common need or interest. You can host a forum-like environment on your site as people will comment and react to those comments on your blog posts. You’ll gain insight into needs and wants, which can drive product innovation. Feedback on your product can reduce your support costs.
Getting to know your audience can only help your customers, so encourage engagement between potential customers, loyalists, and your support staff. An online community is more valuable than a forced focused group or even audience research because you can learn in real-time.

“Companies that blog get 55% more web traffic.”

Hubspot

2. CBD Blog Posts Fit into Your Content Strategy

94% of B2B marketers use content marketing, but you must define the specific goals of your content strategy for it to be effective. Define it by starting with the power of why.  Then you’ll be able to decide if your blog posts serve as an entry point for your website since it educates customers about your product.

You eliminate guesswork and find data that will push you to get consistent results when using your blog post as part of your content strategy and sales funnel.

CBD blog posts can generate traffic and create brand awareness
Content Marketing Institute’s 2020 B2B (@CMIContent) report showed 31% of marketers agreed that blog posts were best for building brand awareness behind social media content (25%) and in-person events (8%).

People sharing your CBD blog posts on social media works as a funnel, building your authority and credibility while driving leads to your website. Your audience’ll ignore some posts and others will go viral.

The two most significant factors for successfully generating more traffic for your website are quality and consistency. Educational content that tells a story about trends/insights, FAQs, and more will improve your relationship with your audience because you are building trust.

“Articles that are >3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles.” @semrush

Generate more organic search traffic, social shares, and authority by crafting CBD blog posts that move your One Reader to the next stage of their journey. 

How to Fit Them into Your CBD Content Strategy

“92% of marketers said their organization sees content as a critical business asset, but only 35% of markets have a documented content marketing strategy,” according to Neil Patal. 

Audit your current content funnel and find out what topics will impact your business the most. Find relevant content from your competitors using these content strategy tools:

Buzzsumo will provide insight on what your CBD blog posts will focus on

You’ll learn what keywords, questions, and phrases your audience uses the most. Create premium posts by addressing their problems with relevant topics they’ll search for. It’ll drive traffic back to your website. 

Define who your One Reader is

Your content marketing should guide your One Reader through the challenges they’re facing. Join the conversation your One Reader is already having in their head. But first, you have to know who you’re talking to, so learn their motivations and anxieties.

Target market research will show you where your audience hangs out:

  • Social Media
  • Search Engines
  • Forums

What their biggest gripe is:

  • Concerns
  • Needs
  • Interests

What type of blog post they enjoy reading the most:

  • Practical guides
  • Listicles
  • Checklist

You must understand who your One Reader is before you create long posts that resonate with them. Define their search intent by trying to solve the problem they are most likely to look for. Prioritize your CBD blog posts by what your One Reader needs the most. Then personalize the content to make it far easier for your audience to connect with it. 

Get a great understanding of your audience’s pain points and write about the issues that kept them up at night.

CBD blog posts are the most effective in a content strategy

Define the Purpose of Your CBD Blog Posts

Define the purpose of your blog post with your content strategy down to the specific details. Map out your One Reader’s customer journey and align your content strategy accordingly so you can focus on relationship building. Content converts leads into customers as it builds brand awareness and authority.

Smart Goals

Start with your S.M.A.R.T goals:

  • Specific 
  • Measurable
  • Attainable
  • Relevant 
  • Time-bound

It is essential to define what content pushes your One Reader down the slippery slope during the decision-making process. Identify the type of content and channel that will have the most impact on your converting content funnel. Measure the success and failures of each blog post with key performance indicators.

Smart goals enhance your CBD blog posts

Define:

  • The goal of each post
  • What the competitor’s do
  • What topics will convert the most
  • How often do you have to create new posts
  • What platform it’ll be promoted on
  • How you’ll repurpose the content
  • How to measure and track views, shares, clicks, etc
Blog Posts KPI

Most health and wellness companies measure the following to define success:

  • Comments and shares
  • Views based on the channel 
  • Clickthroughs and conversions 
  • Bounce rate and average time on page 

CBD Blog Posts Promotion

Research where your audience hangs out and what time they are active on the platform. Reimagine your blog posts into smaller pieces of content to share on social media. Turn the repurposed blog content into:

  • Infographics
  • YouTube videos
  • Podcasts
  • Presentations

Optimize your blog post for search engines by using keywords so your One Reader can find your content organically when they are searching for answers. It’s link-building. Answer questions on Quora and post on subreddit to promote your post. Reach out to an influencer in the CBD industry to see if they will promote your content.

To promote your blog posts, you can write a guest post in publications that your audience reads. Email your current subscriber list, so it doesn’t seem like you are always trying to sell them something.

Some health and wellness companies elect to sell directly on social media, but with the CBD restrictions it is ideal to just create brand awareness. Invite your One Reader to read the blog post so they come to the site.

Tools for Promoting CBD Content on Social Media

Use automation tools to post to Facebook, Instagram, Twitter, LinkedIn, etc.

Content Calendar for CBD Blog Posts

Having an editorial calendar defines when and where you’ll share your content. Plan out the week, the month, or the quarter to generate the most leads with a specific task.

Create a content calendar with these tools:

Use Trello to create a “CBD blog posts” calendar

Win your audience’s trust with stories that demonstrate the outcomes they are looking for. Create a UTM link to track the post. Use the following tools to measure the success/failures of your CBD content:

CBD CMS or SaaS

Building a robust online CBD store starts with content marketing but ends with sales. Customization and optimization enhance your visitor’s experience, so your website has to push your potential customers to buy. Make your product stand out from the competition with your self-hosted (CMS) or SaaS platform. Both are used for CBD e-commerce since your website’s role as an information hub, storefront, business card, and more are vital to success.

Your educational and engaging content will drive your One Reader to your website, retain them, and create word-of-mouth marketing.

CMS

WordPress is the best-known platform for having a simple interface with completely customizable options like WooCommerce.

SaaS

Software as a Service platforms combine all the e-commerce, branding, and marketing tools in an easy-to-use service.

No matter what platform your store is set up on, your converting content is the driving force for conversions.

3. Organize Valuable Information as a Hub

Present valuable information in entertaining and educational multiple formated, media-rich posts. Encourage your audience to click through. Format your well-written CBD blog posts for skimmers using introductions, headings, subheadings, and conclusions to present valuable information in an easy-to-read way. Ignite the growth of your brand with content that answers all their questions about CBD, endocannabinoid system, CB receptors, and how they are connected.

Example of an Information Hub

Will you be the Hubspot of CBD content?

Hubspot is known for being an educational source for digital marketing. Take a similar approach focusing on providing your target audience every detail about CBD that’s relevant to their experience using it.

Your blog has to communicate quality and expertise since the medical application of CBD is still relatively new. Health and Wellness is predicated on accurate information. Deliver that health info in a realistic manner that relates to your ideal demographic.

Most Common Blog Posts Formats

The format of your posts is one of the most important aspects of connecting with your audience. For example, “How to” blog posts are effective because they promise your audience you’ll show them how to solve a problem efficiently. Many headlines for blog posts start off as “How to,” but they remove the first two words to prevent redundancy.

How to headlines have been around forever

“How to” blog posts imply step-by-step guidance, a classic direct response copywriting technique. Since they are inherently educational, most content marketing uses them as a go-to. Also, they allow you to be ultra-specific. Include visuals that help you explain the steps to increase the conversion power of your post.

“According to 72% of marketers surveyed, ‘how-to’ guides are the best traffic drivers.”

Semrush

The most popular blog posts formats are:

  • “How-to” post is the most popular format
  • Listicles
  • The ultimate guideposts
  • Thought leadership posts
  • Curated collection posts

Listicles are second in popularity because they organize the information in a standard format. They are great to use when sharing tips, tactics, or resources. Of course, your blog will probably contain multiple formats to make sure it captures customers.

How to Create High-quality CBD Blog Posts

“43% of B2B marketers say blogging is their most important type of content.” @hubspot

I like to start with my audience’s search intent to:

  • Find out their pain point
  • Narrow down what content is most likely to convert
  • See what long-tail keyword is the most popular

Don’t try to solve every problem associated with that long-tail keyword. Create a list of blog post topics addressing each concern. Leverage marketing statistics, trends, and data to tell problem-solving stories that resonate in your One Reader’s heart and mind. Create an outline.

  1. Step one is picking a topic and title that answers the problems your One Reader is searching for
  2. Create a working title based on the topic
  3. Narrow down the topic with long-tail keyword research and info about your One Reader
  4. Focus your content around one long-tail keyword
  5. Include the long-tail keyword at the beginning of your working title
  6. Make the value of your blog post clear to set the expectations
  7. Deliver on your promise with well-written content

CBD Attention Grabbers

Headlines are the key for your CBD blog posts

Headlines are one of the most potent ways to make people read your content and increase your conversions. Make a promise. In the headline use:

  • Real outcome
  • Use a testimonial
  •  Cause-and-effect

“8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest.”

CopyBlogger

Your need to craft a headline that entices your readers’ curiosity; it should be compelling and include your target keyword. It should consist of powerful adjectives, address your reader’s pain point and offer them a solution. Using statistics in blog posts improves consumer trust.

Try these headlines tools if you’re struggling to write a compelling one.

Is this true for your CBD blog posts

Intros

Your headline got your reader to click on the blog post, but your introduction has to get them to continue. The lede sentence needs to hook your reader. Address your One Reader directly by using the word “you” to make an emotional connection.

Persuading the visitor to scroll down isn’t easy, so highlight:

  • A common problem
  • Tell readers what to expect
  • Use a quote
  • Showcase the benefit
  • Describe an emotion
  • Ask the reader a question
  • Take on a stance on a controversial topic
  • Interesting stat/fact
  • Offer the “why” of the blog post
  • Start with the end of the story
  • Use an anecdote
  • Use a cliffhanger

Hooks continue with the promise made in the headline. Your One Reader wants to solve a problem so let them know you’ll show them the way. For example, use phrases like “I’ll show you how” or “It’s easier than you think.”

Then hint at how you’ll show them the solution to their problem with phrases like “follow these tips” or “read on to learn how.” To help out search intent, make sure the target keyword appears within the first 300 words of your content.

Many top content writers craft the introduction last after they’ve crafted the main starting points. Try to summarize your content without giving away the surprise.

Subheadings

Way back in 1997 (Nielsen and Morkes found), only 16 percent of visitors read blogs word for word so imagine the percentage today. Optimize your subheadings to enhance the reading experience for your visitors. Not only do they provide structure, but they also pull the scanners in. As they break up long blocks of text and add white space, the subheadings’ role is to direct attention to the body content.

Use subheadings to:

  • Hook
  • Entertain
  • Shock
  • Create curiosity

Naturally, adding the keyword in the subheadings and your blog will perform better in search results. You avoided plain subheadlines that give away what the body content is explaining or too vague subheadlines.

Your reader must be intrigued by the subheadline, so it makes it surprising; add personality and emotions to create curiosity.

Data

Blog posts that produce results like increased user engagement, click-through rates, generate more social shares, and drive sales are data-driven. Back up every claim with concrete data. The creative process didn’t seem like a place for reliable, trustworthy, and well-research data, but it’s a must to gain your One Reader’s trust.

Having an objective perspective using credible data sources sounds more like journalism, but it’s the best way to build a genuine relationship with your audience. Being authoritative in your industry by using trustworthy media publications to find relevant data.

Use the Following as Sources of Data:
  • Newspapers
  • Magazines
  • Journals
  • Annual reports
  • Brochures
15 of the Best Sources for CBD Data:

Find health and wellness statistics and trends to aid your content. If you can’t find relevant data, try your experiment. The key is to interpret it and tell a meaningful story that’s beneficial to your One Reader. Accurate data used in entertaining blog posts will increase social shares.

SEO

Design your SEO strategy around long-tail keywords as people who search for these keywords are 2.5 times more likely to buy. Use the keyword in the:

  • Page title
  • Headline
  • Image alternative
  • Image file name and title 

Use these tools to ensure your SEO is optimized:

Yoast will boost the SEO of your CBD blog posts

Conclusion

Sum up your position, circle back to your promise, and show your One Reader how you fulfilled it. Remind the audience of the main takeaway in a phrase, sentence, or paragraph. Point out the information you used to support your stance.

Try using a statement like, “now that you know this,__.” Always include a call to action.

Drop the mic but not without a call to action

CTA (Optimized call to actions)

Your call to action should convince people to take the desired action and lead your One Reader to the next funnel stage. Add the call to action at the end of the blog post, so your visitors know what to do next. Maybe your CTA is at the end of a blog post, urging people to subscribe to your newsletter or download your latest e-book.

User Experience

Ever click on an article you want to read only to get to a page filled with pop-ups and ad panels? It’s awful and most of the time, I close out of the page without reading anything. Your audience is likely to do the same. Your One Reader stays on your website when they love what you write about and find precisely what they’re looking for.

Another key to your user’s experience is the loading time of the post.

Visuals

The human brain processes visual data 60,000 times faster than text. Improve your audience’s experience using high-quality and highly relevant:

  • Custom Graphics
  • Images
  • Memes
  • Infographics
  • Gifs
  • Screenshots
  • Videos
  • Visual Data

Enhance viewership by adding 7+ visuals per post. More visuals allow your One Reader to consume your content faster. They make it easier for your visitors to absorb your blog posts.

“Bloggers are 2.5 times more likely to report “strong results” when they use 10 or more images in a single post.”

OrbitMedia

If you use an image, credit the source from within your post. Also, remember to resize the image so it doesn’t take your post long to load. Think about the color palette, contrast, and keeping it simple. Images attract more people and help them retain more of the information in the post.

Graphs, charts, and other data-driven visuals make your content more likely to be shared because people love visual data that backs up their stance.

Make your quotes visuals when you use them to back up your point. Tell a visual story.

Length

The length of your bost post depends on your audience. It does affect bounce rates, reader engagement, SEO, views, and more. Your One Reader may prefer an in-depth explanation or 5 quick tips. Posts that are too long feel like the company is rambling; posts that are too short leave them wanting more. The choice is yours.

According to an Orbit Media study, the average blog post is 1269 words.

4. Turn Blog Posts into Other Content

Since you researched your audience, keywords, and pain points, it’ll be easy to create additional content based on the best-performing content. Or you could even transcribe your YouTube videos and distribute them as a blog post. It’ll drive traffic back to your website. 

Take your blog post and repurpose it into other forms of content such as:

  • Checklist
  • eBook
  • Newsletter content
  • How to guide
  • Podcast
  • Emails
  • Social Media Posts
  • YouTube Video

Social Media Posts

Utilizing social media channels, create shareable content based on the content from your posts. Breaking up your blog posts into snackable social media content that can be used on multiple platforms.

Promote your other content through your social channels to regularly drive traffic back to your blog. Meet your One Reader at the awareness stage with social media posts that transition your target audience to visitors. Use gifgraphics and other visuals to make your blog post content more likely to be shared.

Lead Magnets

Convert your top blog posts into lead magnets to create sales because having your One Reader’s email address is the #1 priority. Compelling your visitors to exchange their info is easier when you already know it’s valuable to them. Make your blog post into a lead magnet by making it a downable PDF or even refine it by making it more practical.

Checklists

Convert your blog post with the highest traffic into a downloadable checklist that customers can print out and fill out each time they need to use it. Everyone can utilize a checklist to maximize their efficacy and minimalize their errors with CBD. Checklists tend to reduce guesswork and provide instant value. You can simplify your CBD blog posts into a series of checkboxes and bullet points.

Create a checklist for CBD blog posts to ensure quality

Use the checklist as content upgrades to sweeten your offer. They’re easy to digest, practical, quick, and reusable.

Examples of Checklists
  • “What to Look for When you Buy CBD: 10 Point Checklist”
  • “How to Purchase CBD Checklist”
  • “Are you Cooking with CBD Ingredients Checklist?”

Guides

Offering a guide saves your audience time and provides value since you’ve provided step-by-step instructions on how to solve their problem. Define the guide’s purpose, include examples and statistics, and show your One Reader how to apply it to their lives. Actionable guides can be downable PDFs of the blog post so your audience can return to it offline or print it out.

Examples of Guides
  • “The Beginner’s Guide to Using CBD Gummies”
  • “Understanding the Calming Power of CBD: The Ultimate Guide”
  • “The Essential Guide of Must-Haves for Cooking with CBD”

eBooks

Take 3 or more of your highest converting blog posts that have a common theme or solve a common problem and turn them into an ebook. Create an introduction, table of contents, glossary, etc. Highly organize all the blog posts, so your PDF is an informative tell-all and not just loosely connected. eBooks can position your brand as a leader in the CBD industry and are the best way to compile your best advice.

Repurposing blog posts into eBooks provides leads with helpful info that makes their lives easier in a convenient bundle they can refer to at any time.

Examples of eBooks
  • “How to Transform Your Anxiety with CBD Oil in 30 Days”
  • “CBD Breakfast Smoothies (Recipes)”
  • “Everything you Need to Know About Using CBD”

5. Persuasiveness

Each element of your blog post is used to get the following sentence read. Make your writing clear, concise, and credible, so it flows from point to point until the reader reaches the call to action. Focus on making a promise to your reader in the headline and tell them what the blog post has that’ll be useful. 

Each section of your content should support the main idea and purpose of the post. Back every statement made with specific facts or other forms of credibility. Use the word “you” so the One Reader knows every post is directed towards them. Also, use the word “because” so you can be ultra-specific to enhance the credibility of points, arguments, and sales pitches. And provide a reason why. 

Active voice makes writing more concise, efficient, engaging, and easier to understand. It creates a faster-moving narrative while making sentences clearer. Write at an eighth-grade level so it can be easily understood, but it ultimately depends on your audience.

Use simple words and a simple structure to be as persuasive as possible. Create high-quality original posts with plenty of helpful information that’ll catch the eye of your reader.

Medterra CBD blog posts showcase their expertise

The best persuasive strategy is to create a strong desire in your content by highlighting the strongest benefit. Offer exceptional value with your blog, and your One Reader will begin to see your website as an authority.

6. Funnelize Your CBD Blog Posts 

Start the funnel with content that answers questions about solutions your One Reader is searching for. Match their level of awareness and their intent with relevant content that is easy to read. Even though it is nonpromotional, CBD blog posts build your brand awareness.

Most people are searching for relief from pain, stress, inflammation, or sleep aid. Some are looking for wellness benefits for their pets.

Knowing the purpose of your blog posts in your content strategy and aligning with your sales funnel maximizes your revenue. Google Analytics can help you map the customer journey using a report like user flow.

“More than 90% of all internet searches are taking place through Google and the company subsidiary Youtube.”

Business Insider

Convince your potential customers to purchase your product by starting with more basic content targeted to a broad audience in the first stage. Then by moving to more educational, actionable, and problem-specific content in the later stages, you can draw qualified prospects into your funnel and prime them to become great customers.

According to @neilpatal, marketers who blog consistently will acquire 126% more leads than those who do not.

7. Sell Your CBD Products

With as many as 24 million e-commerce stores out there, your USP has to stand out. You have to present your One Offer explicitly. Companies that blog have:

  • Better lead generation
  • More qualified lead
  • Increase their sales

The key is positioning your product as the solution to their pain point. CBD blog posts that are informative, valuable, actionable, and relevant empower your One Reader to make complex buying decisions on their own. Your products’ usp has to speak to one of the benefits people use it for. Issues like stress, anxiety, insomnia, pain, cancer-related symptoms have to be addressed depending on the positioning of your product.

Your USP can highlight:

  • Highest quality/ Superior grade
  • CBD contents
  • Product’s taste/flavor

The minimum USPs are:

  • Chemical Free
  • Made in the USA
  • 3rd party tested
CBDistillery use badges as social proof

The better you communicate the promise you made with your blog post content, the more you will sell. To have your CBD product sitting in homes and the hearts and minds of customers, define what’s unique and highly desirable on three levels:

  • The Brand Level
  • The Product Level
  • The Features Level

How to Pick the USP

Turn your positioning into a value proposition. Start by listing 5 to 10 benefits, then choose a “strong” benefit that outweighs the importance of the other benefits. Flush out the benefit using subtitles, bullet points, and content to make it understandable, easily accessed, and perceived as significant. Focus on what makes your brand different from everyone else in your market.

Sunday Scaries CBD USP stands out

USP Formulas

Use of the following formulas to create a unique selling proposition.

{Superlative} {category} {qualifiers}

What. How. Why.

The {adjective} way for _____ to _____, {benefit/outcome}.

You’ll have to tell your audience what’s in it for them. Be transparent. Do audience research to precisely determine what messaging will motivate your One Reader to purchase your CBD product. If your product is focused on nutrition, craft a blog post about how CBD can be incorporated into their lifestyle. If your product is focused on reducing anxiety, compose a blog post about how CBD is proven to reduce “scary” moments.

FABCBD blog posts act as an info hub

When your blog posts drive in the qualified traffic, they’ll be more likely to purchase your product since you lead them to the solution. The best USPs directly address a specific need experienced by your One Reader. Tie your messaging together by weaving in your products USP with the content of your blog posts.

How Content Marketing Funnel Leads to Sales

Encouraging users to move through the funnel is considered one of the most challenging tasks when building a funnel, according to 50% of marketers surveyed. 71% of our respondents use email follow-ups to achieve this goal, while 67% improve internal links, and 56% suggest related content to ensure descent through the funnel, according to SEMRUSH.

CBD blog posts are in the interest stage

Be clear about the value you offer. It goes beyond “buy this product for this specific reason” because you have to fulfill a promise you made. Add a layer of concrete value by emphasizing what individual quality separates your brand from your competition. The value you are providing with your blog post leads your One Reader down the path to your One Reader.

Use your product’s unique selling proposition, your One Big Idea, and your One Promise to persuade them to purchase. Start with a small step like asking for their email address or to comment on your blog posts.

Social Proof

Always provide social proof, a principle of persuasion that uses word of mouth or borrowed authority to convince your One Reader to buy. The most popular forms of social proof are testimonials, influencer or approval endorsements, and sales. Build trust using star ratings, reviews, or current views to increase your conversions. The key is to make sure the social proof is relevant and overcomes their objections.

Social Proof Bar
USDA Icon Social Proof
Customer Reviews as Social Proof

Other social proof techniques include:

  • Showcasing best sellers
  • Showing the visitor what other people have purchased
  • Promoting a curated list of products that solve a particular issue

Social proof is substantial because it provides external validation from real customers, companies, and organizations generating trust within your One Reader. They can see the evidence, so it’s not hard for them to believe your claims.

One Offer

Your One Offer depends on your goals for your content. You may want your One Reader to sign-up for your email list, so your Offer may be an exclusive coupon if they provide their email address. Reducing the price by offering savings is a great way to attract the price-conscious One Reader.

Common offers for CBD companies are free delivery, freebies, or samples of their best-selling product.

At the end of the CBD blog posts sweeten the offer

Make it irresistible with optimized offers ranging from limited availability to combining more than one Offer. Reduce the friction for the visitor to accept the Offer and create urgency by speaking to what will happen if they don’t take the Offer.

Your CBD blog posts should lead to an offer

Make the most of your Offer with better product images, screenshots, and inaction shots to make the items more desirable. Elevates your Offer with expensive-sounding copy that’ll increase its perceived value. Sweeten the Offer with a guarantee like white-glove service or money-back guarantee.

Conclusion

With a blog, your business will have promotional content for social, improve your SEO, gain authority, generate leads, and close more sales. You can share insights, stories, and thoughts that’ll drive traffic to your website: case studies, instructions, product information, and industry findings. Create a checklist so you can ensure the quality of each post. Review the work. Your blog is essential for showcasing your expertise to your future customers.

How have CBD blog posts improved your sales? Have you noticed a difference? Let me know in the comments below.

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How Audience Research Puts You in Your One Reader’s Shoes

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.

“Get closer to your customers than ever. So close that you can tell them what they need before they realize it themselves.”

Steve Jobs

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:

  • Define who you are writing content for
  • Get an understanding of your customer’s journey
  • Craft relevant content, messaging, copy that connects
  • Create content faster
  • Drive higher conversion rates