copy that turns searchers into buyers
TRANSCRIPT
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Amy Lemen and Brian MasseyJanuary 29, 2009
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Find out what your Conversion Rate is and then make small increases. (Big increases are good too)
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Who are your customers? Profile your visitors, understand why they are coming at this time, and write to their issues. Personas help.
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“Clarity trumps persuasion,” Flint McGlaughlin, Marketing Experiments
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If you offer a discount in your PPC ad, the page they come to should have the discount clearly visible. Ideally, each ad will have its own landing page.
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Not just who you are and what you do. How can they solve their problems with your offering? Have a good value proposition.
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Get two or three “sketches” of the copy. Choose one. Correct the errors. Leave the rest alone.
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Long copy is OK. Rambling copy is not. Use efficient copy of any length to engage your reader. Use Copy Indexing Formulas.
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Google Analytics is free, easy to add, and relatively easy to learn. Use it or something else. Have someone tell you when you’re doing better.
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Having a whole Web site go through a committee is a bad idea.
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When someone reads your text, they are engaged. Use links to get them into the site. This is great for SEO.
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Consider a copywriter from outside the company. You’ll be surprised at how much trouble you’ll have explaining what you do.
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Your heading are critical to scanning readers. Try different headings, font sizes and colors. Be patient. Watch your analytics for benefits that last.
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Copywriters Round Table Bloghttp://copywritersroundtable.com/
CopyBlogger Bloghttp://www.copyblogger.com/
Nick Usborne’s Excess Voice Newsletterhttp://www.nickusborne.com/excess_voice.htm
Fog Index:http://www.usingenglish.com/glossary/fog-index.html
FutureNow, Inc WeWe Testhttp://www.futurenowinc.com/wewe.htm
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Amy LemenWriteous WordEmail: [email protected]: 512-619-4595Twitter: @writeouswordsLinkedIn: linkedin.com/pub/0/18/a24Facebook: Amy Lemen
Brian Massey The Conversion Scientist™Email: [email protected]: 512-961-6604Blog: conversionscientist.comTwitter: @bmasseyLinkedIn: /in/bmasseyFacebook: bmassey