The Art Of Copywriting To Increase Conversion

I’m often asked questions about copywriting and its importance in Sales Conversion, so I’ve written this article as a guide. If you’re thinking about getting into copywriting, this post should answer many of your questions.

You must have a compelling copy in order to make money in marketing. Period.

Now, there are many forms of copywriting that can work in many types of verticals. But as we discussed in the creation of your attractive character, here is where you tie in the 3 main points of Ethos (Credibility), Pathos (Emotion) and Logos (Logic) with the Art of Copywriting. Copywriting isn’t what it used to be! Defining a copywriter and what copywriters do in their daily work is different today than it was years ago.

The copywriter’s role has exponentially shifted from print and publication to Internet and web, resulting in increasing responsibilities, expanding skillsets, and an active presence and knowledge of Internet-­‐based content strategy and creation.

No matter what it sells, every business ultimately relies on words to convince, convert and generate sales.

As of June 2019 there are now over 4.4 billion internet users. This is an 83% increase in the number of people using the internet in just five years!

Not only are there more people using the internet, but they are using it in many different ways.

The point I am trying to make is that Internet is all about Content. Yes, there are good and bad content but ultimately these are subjective and relative to the needs of the user.

Recent research by Moz and Buzzsumo shows that the majority of content marketing has limited impact with 75% of blog posts they analysed getting fewer than 10 social shares and zero links from other domains.

Most people think they can write, but the reality is that persuading a complete stranger to do something through words alone is incredibly hard. It takes years to understand human psychology and perfect your copywriting skills. Chances are, if you’re a business owner or a marketer in charge of content, you’ve simply not got the time.

There are specific formulas that you can emulate in your own pitch that will achieve the success of copywriting, and essentially making your attractive character not only real, but convincing as hell!

Now no matter how amazing your product; No matter how killer your graphics are; No matter how much money you can spend on advertising; if you don’t have the right messaging, you will lose.

Copywriting has a specific purpose of selling an idea, product or service. That’s why a great copywriter will place emphasis on an article’s attention grabbing headline and include a killer call to action at the end of the post.

Copywriting is the process of writing advertising promotional materials. Copywriters are responsible for the text on brochures, billboards, websites, emails, advertisements, catalogs, and more.

Put simply, people and businesses use content to educate and entertain themselves, and to connect with products and services. The people responsible for this content are likely to be marketing copywriters, a.k.a. those mysterious types who write the internet. It’s no small task, trust me.

This text is known as “copy.” Copy is everywhere — it’s part of a $2.3 trillion industry worldwide.

Unlike news or editorial writing, copywriting is all about getting the reader to take action. That action might be to purchase, opt-­‐in, or engage with a product, service, or company.

That’s why a copywriter is often referred to as “a salesman in print.”

Now repeat after me:

Copywriting is your clicks (your ads) Copywriting is your leads (your audience) Copywriting is your profit (your sales)

Copywriting is what will take your online funnels to the next level.

My simple formula for breaking the Copywriting into stages are:

Let me ask you this …

Roughly how many articles do you think you’ve read about writing better headlines, subheads, or even opening sentences, for that matter? A ton of them, I bet. After all, smart marketers know those are all valuable lessons.

Copywriting without great content is just advertising.

These days we just don’t want to be sold to! We want to make our own informed decisions about where we spend our hard-­‐earned money. Creating great content with free, valuable information is an ideal way to build trust and credibility with your consumers.

Assurance Of A Powerful Copywriting

Just like every game-­‐changing factor in business, copywriting takes mastery. Want your online presence to shine? Improving your copy chops is your way to go.

And to help you exactly with that, here I’ll go over 2 of my favorite copywriting mantra:

Provide Value

Focusing on the benefits that the reader will gain can aid the author in stressing their value proposition. By analyzing what the audience wants, a copywriter can then examine what the business offers, and more effectively communicate this value. If they can convince the reader that what they will gain is more then what is will cost them, the owners can have a more viable business. This can reduce their efforts at convincing people to accomplish the certain tasks such as email sign ups or other actions.

Utilize the A-­‐I-­‐D-­‐A Formula

The AIDA copywriting formula is a well-­‐known formula used by copywriters and marketers to create effective copywriting that gets results.

• You need to get their attention with a headline, video and a hero
• Maintain your visitor’s interest by making sure that the first 300 words are really interesting or
• Create the desire by showing the benefits of your product or service, how it can change their life and improve their
• Use a clear and obvious call to action
• And lastly, show proof by demonstrating your product or service in action using before and after photos, videos, infomercials and testimonials from other

A Little Secret (Well, not anymore)

There are 2 ridiculously informative books you need to have on your desk regarding the Attractive Character and how to use the art of persuasion in copywriting:

Expert Secrets and Copywrite Secrets. Do not pass go. Just buy these books now. They are free (just pay for shipping). It is a no brainer.

So, do you remember the Pain Points we discussed in the first lesson? Now it is time to pull out those pain points and see how start applying it to your copywriting. Before that, you might ask-­‐ what are the pre-­‐requisites for a good copywriter?

Every brand needs to produce copy that is well-­‐written, structured, and engaging. This is equally relevant for a newspaper ad, landing page, website, or social media channel. Writing good copy is an art that, once mastered, can drive reader or consumer engagement.

Terrible copy destroys a website’s authority and potential for profit. No matter how catchy it sounds to you, if it doesn’t work, it doesn’t work. Either you tweak it, or trash the whole thing and start over.

What Do Copywriters Actually Work On?

They write whatever needs writing! For example, you  might be asked  to write advertisements (print  and broadcast), brochures, leaflets, press releases, product manuals, product packaging, online product descriptions, websites, articles, social-­‐media content, sales letters, emails, telephone scripts, video scripts, interviews, FAQs, how-­‐to guides and more.

So I Hear You Say…. Copywriting vs. content writing—it’s all the same, right?

The Answer is NO!

No, they are most definitely not the same. It’s not exactly the difference between apples and oranges—more like oranges and tangerines—but close enough. It’s incredibly important to know the differences between the two; each presents a unique set of challenges and skills to do well. Here, I pinpoint the major differences between copywriting and content writing.

Sales Funnel and Copywriting

Content in your sales funnel is not about writing fluff, it is focused so that visitors enter and travel through your sales funnel. Copywriting is the single most important skill you can learn if you’re looking to get into digital marketing and sales funnel creation.

Time and time again I’ve seen “ugly” and poorly-­‐designed landing pages convert because the copy is just so good. Copywriting can also be one of the most intimidating things to learn, but it doesn’t have to be!

The single biggest mistake I see companies make when they launch their business online is not building a sales funnel that pulls in their dream clients and leads them through a proven process that presents them with the most opportunities to take advantage of your products and services.

Content is what will persuade users to take the action that you wish them to take which is why it should not be taken lightly.

To achieve this, though, you must have content that grabs their attention, piques their interest and entice them enough to sign up. You must also use content to relieve them of their doubts and instill trust.

You’re an expert in what you do, just not an expert in selling what you do.

There’s an art and a science to selling your stuff on the web.

Here is a simple Sales Funnel Flowchart. You will use the art of copywriting in the purple boxes “Email Content” and “Retarget with Facebook Ads”

Here are the 10 reasons why people buy anything. You now have to find the ways your product or service can help your audience:

1. Make Money
2. Save Money
3. Save Time
4. Avoid Effort
5. Escape pain (physically or mentally)
6. Become more comfortable
7. Gain Praise
8. Feel loved
9. Increase their status (socially or professionally)

When it comes to creating copy for your funnels, there are many options you can do. However, there are specific scripts that work the best, based on your objective. There are many types of scripts you can use.

üü   Curiosity Ad Copy

üü   PPC Ad Copy

üü   Facebook Ad Copy

üü   Free Report/Lead Magnet Copy

üü   Teaser Copy

üü   Email Subject Headline Copy

üü   Email Drip / Onboarding Copy

üü   Headline Copy

üü   Profitable Title Copy

üü   Lead Capture Copy

üü   Long Sales Letter Copy

üü   One Time Offer Copy

üü   Order Bump Copy

üü   Video Sales Copy

üü   Webinar Copy

üü    Opt-­‐In Copy

üü   Millions Dollar Testimonials Copy

There is a right time and right place to use each and every one of these scripts. The hard part is knowing where to use them strategically and how to create them (I have a dirty little secret I use in all my funnels that is an investment, but will pay for itself tenfold)

While writing this I’ve noticed that the types of copywriter also map to different stages of the buying process, which I find pretty interesting. So if you’re creating top-­‐of-­‐the-­‐funnel educational content you might get the best traction with a Marketing Copywriter, while for middle-­‐of-­‐the-­‐funnel content you may do better with an Explainer Copywriter, and for bottom-­‐of-­‐the-­‐funnel stuff, a skilled Digital Copywriter or Technical Copywriter may boost your conversion rates.

I know that I recommend quite a bit from the ClickFunnels mantra. There is a reason for this. In a recent report from Entrepreneur magazine, ClickFunnels is now ranked as the most profitable privately held company in the USA. You don’t get to that level without doing something right. From the proven theory, to the easy to use platforms and tools, to the unbelievable community support of the ClickFunnels community, there is no organization that even comes close to helping out Entrepreneurs, regardless of size and niche, help achieve success.

Final Thoughts:

Your copywriting should be lucid and clear, meticulously-­‐edited and, above all, indicative of your wider brand. It needs to tell consumers exactly who you are. Intelligent and effective copywriting can be a tricky business, which is why creating it shouldn’t be the responsibility of just one

brand employee. Attention to detail can go a long way in copywriting cases, but nothing is irredeemable. With some solid tidying and a shift in focus to what’s really important, even the worst can re-­‐enter good territory. It is with the considered perspective of multiple heads that a copy can emerge appropriate and empathetic to its audience while also delivering on the content front.