everything you've been told about copywriting is total bs - and i'm here to tell you the...
DESCRIPTION
As presented at CTA Conf 2014 (Unbounce). By Joanna Wiebe, conversion copywriter and founder of Copy Hackers (www.copyhackers.com). You've been lied to. How does that feel? For me, a ten-year copywriter who's written the book - well, 7 books actually - on copywriting, it feels pretty gross. So much of what I've been taught as a copywriter and so many of those copywriting best practices are turning out to be little more than garbage. Crap. Nonsense. Why? Because the world in which copywriting legends like Ogilvy and Caples dominated is not the world we're living in today. In this presentation about copywriting, see the 3 things - just 3 things - I know to be "true" about writing copy that works.TRANSCRIPT
TRUEi know this much is
3 Undeniably Real – and Sometimes Disturbing – Test-Proof Truths That Will Shake What You “Know” About Copywriting
ALWAYS
MAKE COPY AS SHORT AS POSSIBLE
ALWAYS
USE AN ORANGE BUTTON
NEVER BE CLEVER
NEVER LEAD WITH A FEATURE
GODthe headline is not
SURE,ATTENTIONGRABBINGHEADLINE
S CAN WORK…
14.3% more clicks to sign up
…BUT BLAND
HEADLINESWORKTOO
FLAT RESULTS
The Headline Show is over.
HEADLINES
WORK BETTER WITH
BUTTONS
14.3% more clicks to sign up
REMEMBER
?
123.9% more clicks to sign up
123.9% more clicks to sign up
14.3% more clicks to sign up
Optimize headline andbutton copy together.
10.3% more leads
Repeat headline copyin buttons.
24% more button clicks
1 JOBeverything has
YOU HAD ONE JOB!
PPC AD LP HEADLINE
LP BODY
LP FORM
YOU HAD ONE JOB!
PPC AD LP HEADLINE
LP CTA
LP BODY
LP FORM
EMAIL SUBJECT
EMAIL BODY
EMAIL CTA LP HEADLINE
LP CTA
LP BODY
CART HEADLINE
CART FORM
CART CTA
YOUR HEADLINE
HAS 1 JOB:
keep them
YOUR BUTTON
HAS 1 JOB:
get clicked
YOUR SUBJECT
LINE HAS 1 JOB
Get subscribers to openGet started with Flow
Welcome to Flow
Can I ask you something?
39.6% open rate
45.5% open rate
54.0% open rate27% more opens than
Control
Get subscribers to open
Create some tasks in Flow
I think this might help you get started Joanna
36.7% open rate
40.8% open rate
10% more opens than
Control
Get subscribers to open
BOOM! This is how you get more traffic and convert it
104% open rate
YOUR EMAIL CTA HAS 1 JOB
Get readers to click to the LP
83.1% more clicks
CLUEyou don’t have a
DON’T WRITE.SWIPE.
Swipe from testimonials.
103% increase in engagement
Swipe from Amazon reviews.
26% more leads
Don’t swipe from other test winners.
30% fewerconversions
TRUE…i know this much is
today
GODthe headline is not
1 JOBeverything has
CLUEyou don’t have a
JOANNA WIEBECOPY HACKERS