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Copywriting Information |
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3 Ways to Increase Conversion Rates
In a previous article I talked about a few similarities between writing direct mail packages and writing web sites. In short, I concluded that as online writers we could learn a lot from direct marketers. In this article I'm going to take a look at just one of those similarities: both direct mail packages and web sites lose almost all of their readers before the 'task' is completed. Both media struggle with conversion rates that typically hover around the 2% rate. Most of us throw out or recycle direct mail pieces almost every day. And most of us know how many of our site visitors leave before buying, signing up, registering or completing some other task. Now for the difference. Direct mail copywriters work extremely hard to minimize the number of readers they lose, at every stage. How hard do you work to keep and convert your readers? Here are three tips taken from the world of direct marketing: Make a promise First, your homepage should make it very clear what you do. As in the statement, "We sell printer cartridges". But also make a promise. As in, "You'll never run out of printer cartridges again". The statement is about you. And it's useful in letting people know they are in the 'right place'. The promise is about them. And there is a real benefit stated there. This may be copywriting 101, to lead with a benefit, but it's surprising how many sites don't follow this simple and proven principle. Make an offer This is standard in just about every direct mail package. This isn't the same as a promise. An offer is when you give someone something extra, at no cost to the buyer. Maybe it's a free calculator. Or a better price if you subscribe for longer. Or 30 days free. Even a free serving of garlic bread with your pizza. Try to do the same with your web site. With a free report. Free shipping. A free download. A free consultation. A free gift. Or free gift wrapping. Guarantee it Direct marketers know that buyers are often nervous about buying over the phone or by mailing an envelope. So they wrap everything up in a guarantee. Be delighted or get your money back. Online we also know that many people feel nervous about parting with their money over the Internet, particularly if it is the first time they have bought something at our site. But where are our guarantees? Too often they are found in the small print somewhere, qualified with all sorts of legal nonsense. If you want to make your prospects and buyers feel secure, make the guarantee bold. Say it loud. Have it jump out at people. Let them know that they are protected if they choose to buy. These are just three of the ways direct marketers try to increase conversion rates. They keep people reading with a strong promise, an attractive offer and a cast-iron guarantee. Do you? Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
MORE RESOURCES: We Are Pi Launches ‘Just Say It’ Book on Copywriting Little Black Book - LBBonline Copywriting tips that inspire your customers to take action The Business Journals Mid-Level Copywriter - South Africa - Cape Town Bizcommunity.com Either the first long copy ad written by AI or a blatant copywriting ... Campaign Brief Asia How to Build a Copywriting Portfolio With No Experience MUO - MakeUseOf ChatGPT: Writing on the wall for copywriters? Exchange4Media Lead Copywriter job with The Fold | 233165 The Business of Fashion Aurora Mobile Integrates ChatGPT into JPush to Launch AI Creation ... InvestorsObserver York copywriter Helen Reynolds 'incredibly chuffed' with FSB award ... The Yorkshire Post Junior ATL Copywriter - South Africa - Cape Town Bizcommunity.com From Copywriter to Coach, and Beyond Pace News Local Copywriter as Literary Canon Fodder Santa Barbara Independent Press Release Jet Introduces Bundled Plans for Standard and ... Digital Journal Creative Group Head Copywriter - South Africa - Cape Town Bizcommunity.com Copywriter IamExpat in the Netherlands Ted Bell, Adman Turned Author of Best-Selling Thrillers, Is Dead at 76 The New York Times Sendiio 3.0 Joshua Zamora 2023: AI Copywriting & Marketing ... Digital Journal 5 Freelance Writers Share How They Made up to 6 Figures Business Insider Live reaction: Can ChatGPT write your B2B copy? B2B Marketing Online Content Team Leader - South Africa - Johannesburg Bizcommunity.com Copywriter - Scotland - Up to £40,000 Cosmetics Business What could ChatGPT mean for copywriters? Marketing Brew The 5 Best Ways To Outrank Your Competitors In 2023 With AI Search Engine Journal From Ukraine to Canada: Sergii Shevtsov’s Story Little Black Book - LBBonline Should You Hire a Copywriter? Architectural Digest The rise of AI: Searches for Chat GPT jump 2633% since December Business Leader How I Turned My Copywriting Side Hustle Into a $974,000 Business Business Insider Anyword Launches Free Social Media Copywriting Tool GlobeNewswire Account Executive Pedestrian TV Copywriting's Turn to Radical Brevity Muse by Clio 9 Amazon Copywriting Tips For Higher-Converting Titles & Bullets Search Engine Journal The Drum Roses Awards Return The Drum 4 SEO Copywriting Tips For Sharper, More Effective Copy Search Engine Journal How to Improve Your Digital Copywriting Entrepreneur AI content generation features released from Metatron App Developer Magazine Broad Radio launches podcast and livestream business Radio Today (Aust & NZ) Confessions of a copywriter on creativity, returning to the office and ‘butts in seats mentality’ Digiday How Word Tonic Is Fostering Community Among Gen-Z Copywriters Little Black Book - LBBonline Ecommerce Copywriter on Tactics, Tools, More Practical Ecommerce How to Make up to $13K a Month Freelance Copywriting on Fiverr Business Insider Developing your brand’s audio content strategy in 2023 Global Banking And Finance Review The Intern Case of Ad Copywriter Bodhisatwa Dasgupta StartuptoEnterprise Using AI Copywriting Tools for SEO - Yay or Nay? Browser Media |
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