[cxl live 16] from wtf to hell yes - how to come up with copy that persuades by jen havice
TRANSCRIPT
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From “WTF!” to “Hell Yes!” How to Write Copy That Persuades
Improve conversions with undeniable value… from sex to chocolate, Oprah to T&A
@jenhavice#wtf2hellyes
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2015 Google Consumer Insights survey of 1358 US adults
49% received irrelevant content on a daily basis
28% received irrelevant emails on a weekly basis
31.6% reported email as spam because of irrelevant content
How consumers really feel aboutemails from businesses
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WTF
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What will consumers give upto get relevant content on their favorite websites?
Survey conducted online within the United States by Harris Interactive on behalf of Janrain from June 28 – July 2, 2013 among 2,091 U.S. adults ages 18 and older.
21% – Mobile or smart phone for a day
25% – Chocolate for a month
13% – Sex for a month
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Houston Austin, we havea f***ing problem.
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It boils down to 1 word: Value.
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“I can’t see the valuein what you’re selling.”
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So, how do you convey valuewith your copy
and repair that disconnect?
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Researching
Realizing
Retelling
With 3 words:
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ResearchingDo the qualitative kind that answers the question “why”
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Find out who you’re talking to and what messages they need to see by doing...
➔ Online review mining
➔ Interviews
➔ Surveys by email or pop up onsite
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… and the survey says
Using Voice of Customer Research to Lift Conversions – Case Study
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66%More clicks
on main CTA
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Research unearths value.
Value means more conversions and revenue.
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RealizingMake the pain and the payoff real
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Your customers are knee deep in the pain of solving their own problems.
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Frame your solution asan investment in realizing
the end to your customer’s pain.
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Use future pacingto help your customers see how much better their lives will be with your product or solution
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Shares ofWeight Watchers soared more than 20% after tweet
http://money.cnn.com/2016/01/26/investing/oprah-weight-watchers-lost-26-pounds/
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Value comes when you frame your solution as an investment in realizing
the end to your customer’s pain.
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3RetellingTake the stories that live within your prospects and retell them
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Sell the experience of owning your products, not just the
products themselves.
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123.9%increase in CTA clicks
https://copyhackers.com/2014/09/buttons-vs-headlines/
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Remember?It all comes back to 3 words...
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Researching. Realizing. Retelling.
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As marketers and agents of CRO...
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You can repair the disconnect by listening to your customers
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Want more? Grab my book on Amazon…
Get in touch!
@jenhaviceMake Mention