First we have to answer this question: What is a conversion?
You need 3 things for a conversion to happen:
- An audience. A website that tries to appeal to everyone, appeals to no one.
- Targeted traffic—people from your audience coming to your website. People outside of your audience don’t care about your product or service and they are not going to buy anything from you.
- Conversion-focused copy. All the targeted traffic in the world won’t convert if your copy is poor.
For example, if you’re a small business branding consultant, a conversion happens when (1—audience) a small business owner (2—traffic) finds your website in a Google search, (3—conversion-focused copy) reads your copy and it resonates and (result—conversion) contacts you.
How do you make people like you so much that they want to contact you or buy from you?
By sounding just like them.
By saying exactly what they want to hear.
By talking about their issues.
Which means you’ll need to get inside their heads… But how?
You don’t need any psychic superpowers or crazy imagination.
You need data. You need to hear your audience say what they love, hate, like, dislike, are afraid of.
You need to research them.
Audience research is the bread and butter of conversion-focused copywriting. It is what ensures your target customer will be able to relate to your copy.
The other two things you need are psychological tactics and a proven copywriting framework.
So, conversion-focused copywriting relies on data, psychological tactics and a proven copywriting framework to help you squeeze as many conversions as possible from your traffic.
How does audience research get you conversions?
It helps you:
- Find out what troubles your audience—the fears, doubts, anxiety, painful problems that make them want to buy products and services like yours. Using this data you can, for example, come up with the most catchy headline for your website.
- Find out what your audience really wants—their desires, needs, expectations. A conversion will happen when you promise the outcome they want.
- Find out their objections and address them in your copy. When people come to your website for the first time, they don’t know you and, so, they don’t trust you. They have questions and doubts about you and your company. You have to ease their doubts and reassure them that they are in a safe place.
- Speak their language. This will make them feel understood. Which will make them like you, trust you and want to buy from you.
When you have all this data, you can write copy that I can guarantee appeals to your target audience and resonates with them.
And you will have conversions.
The psychological tactics
Scarcity, urgency, exclusivity, framing, consistency—all that could be employed in your copy.
There isn’t a recipe that will work in every business case, so the psychological tactics should be chosen according to the audience and your particular situation.
The conversion copywriting framework
It works like this:
- Grab attention. The first job of a landing page, a website, an email or any other piece of copy is to grab the attention of the reader.
- Promise them what they want. To keep their attention, you have to promise a solution to their problem. And that solution has to be something that they want and need.
- Present the offer. After you touch upon your audience’s pain points and needs, you are ready to present the product or service as the best solution to their problem.
- Add trust factors. Even the people on your email list will have doubts about buying. That’s why you need trust factors like testimonials, certificates, quality or money-back guarantees, success stories, case studies, etc.
- Overcome their objections. Some people will still be afraid to take action. That’s why you need to overcome their objections. You will know what kind of objections they have by doing your research.
- Use psychological tactics. “Only 10 seats left”, “Join the club”, etc. Look for ways to nudge your prospects to take action NOW. Later is always too late.
Want conversion-focused copy?
Email me now and tell me about your copywriting project.
Or, if you prefer to DIY, grab a FREE spot in the High-Conversion Copywriting course.