Embed Size (px)
Citation preview
How to Write Mouth Watering Copy that
Converts Your VisitorsAllison Carpio
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking in the Sierras.
THUE MADSENMarketing Operations Manager, Kissmetrics
@ThueLMadsen
Allison is the Product Marketing & Content Manager at Kissmetrics. She’s a conversion copywriter, creating high converting websites and email campaigns. She’s obsessed with finding and testing messaging and copy that sells.
ALLISON CARPIOProduct Marketing & Content Manager, Kissmetrics
@allisoncarpio
#KissWebinar
@allisoncarpio
1
Examples of really really ridiculously bad copy2
How to get inside your customers’ heads and write good...copy3
Our own copy A/B tests, and what we learned
TABLE OF CONTENTS
4
Copywriting myths--busted!
WATCH WEBINAR RECORDING NOW
Myth #1:
You have to be a good writer to be great at copywriting.
Myth #2:
Your audience doesn’t care what you have to say.
Examples of really really ridiculously bad copy
What’s wrong with these examples?
RAMIT SETHII Will Teach You To Be Rich
Nobody cares about you. It’s all about them.
“ ”
How to get in your ideal customers’ heads and write highly converting copy
Step 1: Find out your ideal customers’
dreams and nightmares
Surveys (open-ended=goldmine)
Reviews
Phone or in-person interviews
Step 2: Choose one ideal customer from your research, and write to them
(just one!)
The people who will RAVE about your product
Step 3: List out their hopes, fears, and
blockers in their words
I wish someone can just tell me what I’m wasting my marketing budget on.
I feel like I’m randomly looking for things on my website to test.
I’m just not really a numbers person.
Turn those into benefits of your product:
“[FEATURE], which means [BENEFIT SOLVING PAIN].”
Feature: Position the chair exactly how you like it
Which means: No more adjusting your chair, your chair adjusts to you
Which really means: Eliminate back and neck pain
Source: copychief.com
Step 4: Outline your copy, then write a
crappy first draft
You don’t need to write full sentences eloquently. Just get your thoughts down
It’s easier to move around parts of your outline to nail down the messaging and
flow
You’re not starting with a blank page
1. Life before Google2. Questions you may have about your
business 3. To get answers to those questions, you
need to write SQL or bug your developer4. With the Power Report, you can do it
yourself5. Offer: 50% off
1. Life before Google2. Questions you may have about your
business 3. To get answers to those questions, you
need to write SQL or bug your developer4. With the Power Report, you can do it
yourself5. Offer: 50% off
1. Life before Google2. Questions you may have about your
business 3. To get answers to those questions, you
need to write SQL or bug your developer4. With the Power Report, you can do it
yourself5. Offer: 50% off
1. Life before Google2. Questions you may have about your
business 3. To get answers to those questions, you
need to write SQL or bug your developer4. With the Power Report, you can do it
yourself5. Offer: 50% off
You won’t get it right the first time.
(no one does)
Your first draft will end up here
The first draft of anything is [crap].ERNEST HEMINGWAY
“ ”
ANNE LAMOTT, BIRD BY BIRD
“The first draft is a child’s draft, where you let it all pour out and let it romp all over the place, knowing no one is going to see it and that you can shape it later.”
FANTASY
REALITY
Step 5: Test your final draft and launch if you have a lift with at least 99%
certainty
VS
control
variant
507.97% increase in demo requests 99% certainty
variant
VS
control variant
variant
60% increase in demo requests 99% certainty
213.16% increase in opportunity created99% certainty
VS
control variant
38% increase in signups99% significance
variant
● Research, knowing your ideal customer, and test!
LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing
ALLISON CARPIOProduct Marketing & Content Manager,
Kissmetrics
@allisoncarpio
THUE MADSENMarketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?
