Is Your Copy Getting Conversions?
Here Are 12 Proven Ways Compiled From KissMetrics That Will Get Your Copy More Conversions
Would you like to learn directly from the Father of Advertising , David Ogilvy and then implement the 12 of his best proven tips, so your content can start converting like it’s never converted before?
Let’s get to it then!
1. Write for an audience of one.
- You have a powerful story to tell.
- For one day, forget about what you offer and focus on what the customer wants.
- You probably know what your customers want.
- But you may not know why they want what they want.
- David Ogilvy described the customer relationship as if you were sitting across from them at a table at a four-star restaurant…..
- “Let’s get intimate. Let’s not talk about “you, you, you”—no matter how cool your product or service is. You’ll frighten them away. Let’s talk about “them, them, them.”
- Pick the brains of your customers and prospects for one day. Ask “why.” Then ask again.
2. Tell a story. A good one.
- What is your product’s story?
- What is your company’s story?
- Why would someone care?
- Find your nuggets.
- Then find a unique way to bring them to life.
- Find your story.
- Bring it to life on your “About Me” page so you can to take it to market fast.
- Do it. Then brainstorm ways to expand that story.
3. Test like a madman. But be picky.
- Ogilvy would want you to test like a crazy person.
- This pertains to your copy and your business.
- If you can write it, you can test it. Headlines. Landing page. Opt-in pop-ups.
- David Ogilvy said, “Never stop testing, and your advertising will never stop improving.”
- Next step: If you’re running ads on Google, start testing them today
- Start measuring your core five business metrics today:
- Monthly Recurring Revenue
- Cost Per Acquisition
- Average Revenue Per Customer
- Lifetime Value
4. Know your weaknesses.
- Ogilvy focused on what he did well and farmed the rest out.
- It’s time you walked up to your desk, placed your arms down upon it and knocked off as many papers as possible.
- Let them fly.
- What do you hate to do? What do you love to do? What are you great at and what are not-so-great at?
- Next Step: Farm something out. Anything.
5. Offer one simple benefit.
- Give your prospects one simple, powerful benefit.
- Then give them one call-to-action.
- Then give them a next step that reinforces your promise.
- Then convert them.
- The sales funnel is a funnel for a reason.
- Next Step: Get a whiteboard. Write down your top 10 benefits. Cut them to five. Cut them to three. Cut them to, gulp, one. Now sell the hell out of it.
6. Testimonials are gold.
- Ogilvy said to “include testimonials in your copy” Social proof is powerful.
- What is your social proof?
- Are you utilizing customer testimonials and success stories as well as you could?
- Next Step: Contact three customers and get their testimonials. One will ignore you. One will hem and haw. One will buy-in. Write that story.
7. Find a mentor. Ride their coattails.
- Find a company or guru-like person you admire.
- Preferably in your industry.
- Now stalk them.
- Not in a scary way, of course, but follow them on Twitter, Facebook and LinkedIn.
- Join their email list if they have one.
- Save everything.
- Take notes.
- Ask them questions if you can.
- If you choose the right leader, you will learn more in one month that you’ve learned in one year.
- Next Step: Find a mentor. Email them.
8. “Help the reader.”
- In his popular book “The Psychology Influence of Persuasion” Robert Cialdini called it the “rule of reciprocity,” and stated that every society on Earth subscribes to this rule.
- The rule says that we should try to repay, in kind, what another person has provided us.
- Inbound marketing wants to help the prospect, usually with lots of free information and goodies.
- Only after earning one’s trust will there be a sell.
- Are you helping your prospect or are your hoarding your knowledge?
- Next Step: Brainstorm how to best engage repeat customers.
9. Keep writing. No matter how painful.
- You must put in the research and care.
- Find the best time of day that you write and book that time on your calendar. No phone. No email. No anything.
- Fight through it and keep writing. No matter what.
- Tip: When you get stuck, start writing headlines that start with “How to…” and fill in the gap with your expertise or product.
10. Write like you talk.
- Ogilvy wrote naturally, as a conversation.
- He stressed to not get lost in the technical jargon.
- You need to maintain the personality and tone of your brand.
- Find your brand voice.
- Then find the voice of your consumer.
- Talk with your prospects without trying to sell them.
- Find the words they use to describe what they want. (They aren’t always the words you use to describe what they want.)
- Then, blend them together seamlessly.
- It’s time you stood out in the crowd.
- Next Step: Find your voice. Are you funny? Serious? Then, keep it consistent. Be who you are.
11. Ride your winners like Secretariat.
- Here’s a killer quote from David Ogilvy:
- “It takes uncommon guts to stick to one style in the face of all pressures to ‘come up with something new’ every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image, and the stability to stick with it over a long period of time.”
- If something works—and if you test it then you’ll know what works—then ride it like the wind and don’t look back.
- Find your winners.
- These can be keywords, PPC ads, headlines, emails, landing pages, opt-ins, sales letters, you-name-it.
- If it worked in the past, find out why and create an assembly line of awesomeness that would make Henry Ford’s head spin.
- Next Step: Find a winner. Deconstruct it. Repeat it.
12. Don’t be boring.
- Find a hook in every email.
- It could be a true story, or a funny story, or an insight few know.
- If you’re bored out of your mind when you write your content, the reader will be bored out of their mind reading it.
- If they read it at all.
- The trick is to find a way to present those facts in a unique, engaging way.
- Next Step: Find something you’ve written recently that stinks. You know what it is. Now make it better
So there you have it, 12 proven ways from David Ogilvy, the Father of Advertising that can help you create better copy for more conversions. Just pick one a day. Then keep writing with a smile on your face. (No matter how painful the process.)
“Where people aren’t having any fun, they seldom produce good work.”
― David Ogilvy, Confessions of an Advertising Man
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To Your Success,