[cxl live 16] from wtf to hell yes - how to come up with copy that persuades by jen havice
TRANSCRIPT
From “WTF!” to “Hell Yes!” How to Write Copy That Persuades
Improve conversions with undeniable value… from sex to chocolate, Oprah to T&A
@jenhavice#wtf2hellyes
2015 Google Consumer Insights survey of 1358 US adults
49% received irrelevant content on a daily basis
28% received irrelevant emails on a weekly basis
31.6% reported email as spam because of irrelevant content
How consumers really feel aboutemails from businesses
WTF
What will consumers give upto get relevant content on their favorite websites?
Survey conducted online within the United States by Harris Interactive on behalf of Janrain from June 28 – July 2, 2013 among 2,091 U.S. adults ages 18 and older.
21% – Mobile or smart phone for a day
25% – Chocolate for a month
13% – Sex for a month
Houston Austin, we havea f***ing problem.
It boils down to 1 word: Value.
“I can’t see the valuein what you’re selling.”
So, how do you convey valuewith your copy
and repair that disconnect?
Researching
Realizing
Retelling
With 3 words:
ResearchingDo the qualitative kind that answers the question “why”
Find out who you’re talking to and what messages they need to see by doing...
➔ Online review mining
➔ Interviews
➔ Surveys by email or pop up onsite
… and the survey says
Using Voice of Customer Research to Lift Conversions – Case Study
66%More clicks
on main CTA
Research unearths value.
Value means more conversions and revenue.
RealizingMake the pain and the payoff real
Your customers are knee deep in the pain of solving their own problems.
Frame your solution asan investment in realizing
the end to your customer’s pain.
Use future pacingto help your customers see how much better their lives will be with your product or solution
Shares ofWeight Watchers soared more than 20% after tweet
http://money.cnn.com/2016/01/26/investing/oprah-weight-watchers-lost-26-pounds/
Value comes when you frame your solution as an investment in realizing
the end to your customer’s pain.
3RetellingTake the stories that live within your prospects and retell them
Sell the experience of owning your products, not just the
products themselves.
123.9%increase in CTA clicks
https://copyhackers.com/2014/09/buttons-vs-headlines/
Remember?It all comes back to 3 words...
Researching. Realizing. Retelling.
As marketers and agents of CRO...
You can repair the disconnect by listening to your customers
Want more? Grab my book on Amazon…
Get in touch!
@jenhaviceMake Mention