Copy, Conversion and Your Customer’s

Comfort Zone

How are you

feeling?

Discomfort is the mother of all

conversion killers.

The chief conversion officer:

the copywriter.

Is conversion the right word?

Do we really change people?

Appealing to a desire that already exists.

You need to get your customer to agree this is the time and place to

take action.

You need to get your customer into a

comfort zone.

When readers don’t feel good,

they’re gone.

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Common Causes of Discomfort

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Common Causes of Discomfort

The key to overcoming confusion is

clarity.

Write a clear

headline.

We have a disconnect

Twitter ad

Landing page

A clear connection

Twitter ad

Landing page

Watch the language.

industry gargon. And…

marketing bull.

“Executing Real World Operational Strategies to Propel Innovation”

“State of the art” “Core competency” “Right-sized”

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Common Causes of Discomfort

The key to overcoming distraction is

focus.

Keep it

simple. An effective web page has one job to do.

Landing page: Get the form filled

Build your case

Write what needs to be written.

Don’t count characters, but make every

character count.

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Common Causes of Discomfort

Overcome apathy by making sure nothing begins to feel

optional, less urgent. irrelevant.

Application:

A selling proposition articulates how your offer applies to the

reader’s needs.

Benefits:

Answers the question:

what’s in it for me?

How to __________________ .

An example of how to (blank)

Context:

Qualify and

disqualify.

Difference:

What can you deliver unlike

anyone else?

Emotions:

Tap into pleasures and pains with

power words.

Context: marketers Difference: focused budgeting

Emotions: love

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Common Causes of Discomfort

You can’t bore people into

buying. If attention is the web’s golden goose,

boredom is its rotten egg.

Make it fun.• Lighten up • Tell a story • Push emotional buttons • Ask questions • Introduce characters • Speak to memories, values, dreams • Use your sense of humor

• And remember who you are talking about…The reader

Give it rhythm.• Brief opening paragraph • More paragraph breaks • Vary sentence length • Subheads • Bulleted lists • Photos with captions • Pullout quotes

• Web copy needs to be skimmer friendly

Your copy stops working when it feels like

work.

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Common Causes of Discomfort

Desire - Friction= Conversion rate

Give readers what they are looking for:

ease.

Introduce ease.• Shortcuts • Fast tracks • Templates • Cheat sheets • Checklists

• Assure readers you’re leading them down the fast and easy path

Reduce risk.

• “What if” always lingers in the reader's mind • Introduce safety nets • Address fears with reasons to be fearless

• Help readers imagine the satisfaction of realizing a positive outcome

• Share the problem… “I once had the same problem you’re facing”

Speak to the

dream.

Overcome

objections.

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Common Causes of Discomfort

Write

conversationally. • Casual • Caring • Direct • Simple • Break rules

We talk too much like marketers because we’re not listening to our customers.

Develop pathological empathy for your customer.~ Ann Handley

Empathize

Use first and second person voice.

Actual landing page: marketing jargon

My fix: voice of the customer

The source of the headline idea comes from a customer testimonial.

Actual landing page: marketing jargon

My fix: voice of the customer

The source of the headline idea comes from a customer testimonial.

Offer

proof.

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Common Causes of Discomfort

Give your reader ultra-clear directions.

One choice wins.

Use compelling verbs. Start… Try… Reserve… Buy… Get

If you’re not creating a landing page, you’re creating a leading page.

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Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Overcome

Avoid

Foil

Elude

Prevent

Displace

Remove

You may not transform readers, but you can make them feel good about taking action.

www.feldmancreative.com