Our website doesn't reflect what we do. It's been mutilated by various SEO "professionals" to the point where it barely makes sense.
If you answered with a "Yes", then you're probably thinking about a complete copy overhaul.
And, because, as a small business owner, you're accustomed to DIY, you probably tried writing the copy yourself.
But you just couldn't find the right words.
And you started feeling that you have no writing talent whatsoever.
Well, I have some great news for you:
What if I told you… You don't need to be a good writer to write copy.
This guide is going to show you a framework for finding the right words to market your products and services. A framework that doesn't require you to be a wordsmith.
Pre. S.: You can get aaaall of the content in this post + in-depth info about each step from the framework and exercises for f-r-e-e by signing up to the email training here.
The high-conversion copywriting framework
Step 1: Find the right voice for your brand
You know that, for the most part, your competition sucks at copywriting. However, you don't want to be one of the many small businesses who get oozed into nothingness by poor copy.
You want to be one of the few that stand out. And that's why you need a brand voice.
But how do you find the right voice?
The right voice is not the one you like best.
It's the one that resonates with your customer.
What resonates the most is your customer's own voice.
Here is how to find it:
- Decide who your target customer is, e.g. 35-45 housewives who are looking to start a kitchen renovation.
- Find out where they are online and offline, e.g. Houzz.com, your neighbour, your sister-in-law.
- Steal their catchy phrases and use them in your copy. Find threads, comments, reviews, just any piece of text relevant to what you sell. Talk to people from your target audience and make notes. Save the phrases and wording that stand out.
That's all good, but WHAT exactly is a "catchy phase"?
How do you use these catchy phrases to convert your prospects into leads and customers?
The next steps should help you figure this out.
Step 2: Persuade with your copy using catchy phrases
You know you need to focus on your customer to be persuasive and sell them something or even get their email.
But that word—focus… It looks kinda blurry to me.
To focus your copy on the customer and persuade them to take action means to make the copy resonate.
And to make it resonate means to evoke some kind of emotion.
This means that…
Emotion is the basis of persuasion!
So, when looking for catchy phrases, you're actually looking for expressions of emotion. You need 2 basic types of emotion:
- Negative emotionlike painful problems, fears, anxiety, doubt and self-doubt, complaints, frustrations related to your product or service.
- Positive emotion like wants, needs, desires, aspirations related to your product or service.
To get a glimpse at the catchy phrases I collected for a real project, enroll in the free High-Conversion Copywriting Training here.
If this is starting to sound even a little bit exciting, just wait till you find out the persuasion power catchy phrases give you.
Step 3: Write headlines that instantly grab attention
The job of your headline is to make the reader want to devour the rest of the text. It has to be an attention-grabber.
If you search for "headline formulas", you will find tons of information.
But I know that you don't need 99 formulas to write a headline.
You need ONE formula that works.
Well, here it is: Evoke negative emotion.
Negative emotion is bound to attract attention because, when you hit a pain point, they can't help but listen.
And you will find pain points… in your list of Negative catchy phrases.
Look at them, pick one that sounds most painful to you and start brainstorming headlines around it. Keep the original wording as much as you can.
Now, let's dig into making your customers go "I freakin' WANT this!"
Step 4: Make your products and services look irresistible
I get the same question from almost every small business owner I talk to:
How do I present my product in a way that makes people want to buy it?
And I've got the same answer:
You need to know what makes people want to buy it… You need to know what they are looking for exactly.
If that sounds cryptic, guess what? You already know what makes them want to buy your product!
It's in your collection of Positive catchy phrases.
So, here's how to make your product look irresistible:
- Make a list of all the features you offer. Put them in a spreadsheet.
- Look at your list of Positive catchy phrases. Match them with your features.
- Make sentences out of the benefit-feature pairs. Start with the benefit.
Being able to inspire positive feelings in your ideal customer will get you closer to a conversion, but there will always skeptics.
How do you convert them? That's the purpose of the next step.
Step 5: Find out what makes people NOT want to buy from you
Whatever you sell, however memorable, persuasive and fun to read your copy is, people will always have doubts about buying your products and services.
These doubts are called objections to buying.
Note that I'm not implying that you must strive to convert everyone into your customer. That's not how it works.
But there is this group in your target audience who are just a bit harder to convince and convert.
The goal of your copy is to remove all obstacles in their way to conversion. These obstacles are based on Fear.
And your prospects are afraid, because they don't trust you.
So, it seems logical that the job of your copy is to overcome all possible objections by inspiring trust.
You know that. What you probably don't know is that you have to discover what the objections are and then come up with ways to counter them. Here's how:
- Go through your list of Negative catchy phrases. Try placing the phrase “I’m afraid to buy from you because…” in front of a catchy phrase. If it makes sense, this is an objection. Save it.
- Then go through the list of objections and write down the main trends you observe. You’re doing this because there will be a lot of repetition. The same thing will pop up over and over again in different wording.
- Next to each main objection write down signs of trust that will help you overcome it.
For example, let's say that I found out the ideal kitchen remodeling customer objects to getting custom kitchen cabinets because they're afraid the finish will chip off.
I can counter this objection with a 5-year guarantee on the finish.
More info and examples about overcoming your customers' objections in the free email course here.
Step 6: Optimize your copy for conversions
When you hear "conversion optimization", you might think of "A/B testing". But there is more to it and testing may be a wrong move if:
- You have too little traffic. For a lot of websites, A/B tests don't make sense. Generally, if you have traffic less than 10 000 per month, you should forget about split testing. It will take too much time and the results will be unreliable, because there is seasonality and things like that.
- Your copy doesn't conform to CRO best practices. Before running any tests, there are a lot of on-site optimizations that you can do.
So, how do you convert people into subscribers or buyers?
A conversion happens when a person from a (1) specific audience reaches (2) trustworthy, (3) relevant offer and takes (4) one specific action.
Knowing this, you can check if your copy ticks all the boxes for a conversion:
- Target audience. You need to be clear who your ideal customer is. The goal of your copy is to appeal to your target audience, to make them relate and evoke emotion. When reading your copy, is it obvious who it's for?
- Trustworthy copy. When people first come in contact with your copy, you need to influence them with emotion. But, a bit later, the rational brain will light up and it will start asking questions. That's why you need to overcome objections. If you look at your copy through the eyes of a customer, does it inspire trust?
- Relevant copy. Whatever piece of copy you're writing, you should always be thinking about the context of the reader. Where did they come from? Do they already know you? Did they click on an ad? What did that ad say? Are they on your email list?
- ONE single goal. I can't emphasize this enough. Presenting people with choices hurts your conversions, because of paradox of choice 1. You can't convince them with one piece of copy to call you, browse your portfolio and buy your mobile app. Focus on one goal and then think about the benefit to the reader. Use that benefit to name your call to action.