March 21, 2017
Have you ever been to a block party?
If so, it’s like you talked a neighbor or two; maybe you asked what he or she does, if they have kids, or how long they’ve lived in the area. Gatherings like these increase awareness and bring people together in their own neighborhood.
Today, we’re taking you to the town of Copywriting. You are probably at least somewhat familiar with this area; it’s marked by a unique language, expert opinion and a goal of increased conversions.
You may have lived here for many years, or you may be new to the neighborhood. Either way, allow us to show you around once again and talk a bit about how the best copywriting tactics lead to higher site conversions.
Any content developer who’s been around the town of Copywriting has a pretty good idea of at least the basics of what it’s all about.
In some areas of town, the mention of the word “copywriting” may lead others to believe you dabble in editing, the legal world, or advertising. Those who are more seasoned know that the art of writing copy involves strategically delivering words, whether written or spoken, that get people to take action (CopyBlogger).
Copywriting encompasses the professional content creation of social media posts to blogs and expert articles to web pages. Copywriting gets the word out and keeps the audience coming back for more.
Kind of like an epic block party.
How Can Great Copywriting Lead to Higher Site Conversions?
Once we understand that the area of copywriting lies at the intersection of Strategic street and Intentional avenue, how do we put quality content together in a way that leads to higher site conversions?
Copywriting must be clear, concise, and honest so that the reader (who we have made an effort to get to know) can easily digest what we are offering. At the same time, there must be a specific call to action – so it must also be compelling.
Would you make a flyer for your party, but leave out what your neighbors should bring or where they should meet? Of course not – by doing that, you are offering the potential for an exciting opportunity, but no way for them to engage.
The best way to get everyone to interact is to compel them to take action. But first, you learn their names, make them feel special, be honest, and push aside the fear of showing emotion.
5 of the Best Copywriting Tactics for Higher Site Conversions
So here you are in Copywriting town, ready to take your gathering to the next level. Check out these five best copywriting tactics for higher site conversions.
1. Get to know your audience
There are lots of reasons we can list that explain why we don’t often get to know our neighbors.
We’re busy. We don’t know what to say.
They’re busy. They probably won’t want to talk.
Ah, excuses. They can make for a lonely mess when we live in the town of Copywriting.
Because honestly, if we don’t know our neighbors (i.e., our audience), we might as well face the fact that we are writing for ourselves alone. Knowing as much as you can about your readers or prospects before presenting your message makes it easier to tailor your content to their specific needs.
This includes understanding characteristics like:
- Demographics: age, race, sex, education – Who is your audience?
- Geographics: cities, counties, rural, suburban – Where is your audience?
- Psychographics: attitudes, goals, habits, values – Why does your audience buy/respond/read?
Knowing the details make us more aware of the solutions we can offer. The more we know about our readers, the more powerful our content marketing efforts can become.
How do we get to know our audience? Start by looking at the problem your brand solves, then look across the board at your current audience, and why they choose you over your competitors. This can be accomplished through surveys or with tools like Google Analytics and Facebook Insights.
Ask: What are their goals and how do I create a buyer persona to meet those needs?
2. Give them an exclusive invitation
We all like to feel special. An invitation to the party with our name on it suddenly becomes more than a simple invite; someone wants us to be there. The host made it personal.
Marketers have used the power of psychology to understand what drives consumers to make decisions. One of the approaches includes promoting exclusivity, mainly because people like to feel like they are part of a special group.
- The United States Marines used: “The Few. The Proud. The Marines.”
- American Express told us: “Membership has its privileges.”
- Starbucks sets frequent visitors apart with a shiny gold card that offers extra perks for customers.
Why are we drawn to these messages? They’re exclusive.
In your content creation, exclusivity can take many forms, including:
- eBooks or downloadable materials
- Membership opportunities
- Words like “limited availability” and “exclusive offer”
Using powerful words, especially those tied with exclusivity, can serve to make your readers feel set apart. They will want to be a part of what’s going on, and this will help to drive decisions and spur them onto action.
Ask: How does my content convey the message that my audience is valued and important?
3. Don’t be afraid to get emotional
The more time goes on, the less we seem to worry about showing emotion. Did you catch Tom Brady kneeling down and shedding a tear after the Super Bowl win? No shame there.
How do you show emotion without going overboard? After researchers examined nearly 7,000 articles in order to understand why content goes viral, they found a common characteristic in that the content elicited an emotional response.
The evidence also showed that for widely shared content, stories were likely to:
- Stimulate positive emotions
- Produce emotional arousal (heart-racing)
- Make readers feel awe or wonder
Emotion does not have to be limited to the message alone; titles and headers can be a powerful tool for encouraging shares and moving the audience to take action. CoSchedule recently went through headlines in their own system to calculate the Emotional Marketing Value (EMV) score.
On average, posts with a higher EMV had more shares than those with a lower score.
Don’t be hesitant to use positive emotion in your headlines and in telling the story. Readers are smart, and they know the difference between a compelling story and a sales pitch.
It’s okay to use emotion in your journeys through the town of Copywriting, as long as it’s balanced and appropriate.
Ask: How am I creating content that elicits an emotional response?
4. Practice Being Real
No one likes a phony, and your audience will see right through what we call “weasel words.” These are words used so often in the town of Copywriting in an attempt to bolster a product’s promise or value.
Weasel words are flimsy. Rather than strengthen your brand, they actually weaken the truth. Stay away from words and phrases like:
- “up to”
- “as much as”
Don’t use words that seem to promise much but, in the end, deliver little.
Don’t promise that your party will “feature live music” if what you really intend to offer is your iTunes playlist blasting on a speaker.
Instead, be real. Your brand or message is worth more than empty words.
Transparency and – dare we say – honesty are two tactics that allow you to serve your audience with integrity and a clear conscience. In fact, it’s possible to be honest and strategic, as long as you can strike a balance between the two.
According to research by Cohn & Wolf, consumers prefer honesty and faithfulness in their dealings with companies.
CopyBlogger reminds us of this important point:
Trying to be so strategic that you turn into a robot, or so completely “authentic” that you avoid any strategy, will both lead to failure.
Want to be truly transparent? Don’t shy away from talking about what you can’t offer your audience; we’re talking about insane honesty here. This not only breaks convention with typical, we-have-all-answers marketing, but sets you up as an authority, which builds trust and encourages conversions.
Ask: Am I living my values through my content marketing by practicing honesty alongside strategy?
5. Invite them to come along
When you are planning your party, the most obvious way to get your neighbors there is to invite them. You might add a Facebook page, your phone number so they can text an RSVP, or an email address for confirmation.
Because if no one comes, then why throw it together?
The reason we spend time and effort writing copy is to spur the audience on to take action, which then leads to an increased rate of conversion. We tend to make it complicated, but it’s actually very simple: just ask.
When you want extra foam-no whip on your latte, you ask. When you need a little more off the sides at the salon, you ask. When you need partygoers to bring food, you ask.
Are you catching on?
If you need some help in this department, Search Engine Journal has put together 20 ways to write a call to action for your content efforts. It takes time and a bit of creativity, but it’s necessary. These CTA tactics can include:
- Aggravating the problem
- Inspiring a sense of wanting to belong
- Focusing on the features
- Selling the savings
Why creating a compelling CTA? Because no one likes abandoned shopping carts, unread blog posts, or email newsletter signups that go ignored. This is where your creativity as a content creator can really shine; use humor, colorful images, and current hot topics to keep everyone coming back to the party.
Ask: Is my call to action clear, intentional, and compelling?
Don’t Stop Being the Host(ess) With the Most(est)
There are lots of reasons why we don’t know our actual neighbors. Researchers have pointed to several factors, including technology and neighborhood development.
When it comes to not knowing our audience, content marketers have fewer excuses. We have so many tools at our disposal, including access to industry experts and advanced practices, not to mention each other. There are countless opportunities for us to experience growth, increase our knowledge, and educate ourselves in ways that weren’t available to our industry several years ago.
Practicing these five best copywriting tactics for higher site conversions are really quite simple and can lead to a significant increase for your content efforts. If you need a bit more conversion inspiration, check out how best practices helped Express Watches increase sales by 107 percent.
Move Forward with Best Copywriting Tactics for Increased Conversion
Don’t let uncertainty stop you from hosting an awesome party in the town of Copywriting. Get to know your audience, understand what they need, and invite them back. You will be amazed at the difference it makes.
It may be that you need to make a few adjustments to your content approach in order to experience maximum impact, but that’s true for everyone in the town of Copywriting. We are all learning together how to host this awesome party – meet you there?
Julia McCoy is a top 30 content marketer and has been named an industry thought leader by several publications. She enjoys making the gray areas of content marketing clear with practical training, teaching, and systems. Her career in content marketing was completely self-taught. In 2011, she dropped out of college to follow her passion in writing, and since then grew her content agency, Express Writers, to thousands of worldwide clients from scratch. Julia is the author of two bestselling books on content marketing and copywriting, and is the host of The Write Podcast. Julia writes as a columnist on leading publications and certifies content strategists in her training course, The Content Strategy & Marketing Course. Julia lives in Austin, Texas with her daughter, husband, and one fur baby.