I was visiting a client a few years ago. An SEO tool business based in London asked me to review their conversion optimisation. The chap, Matt asked about the important factors for conversion. There are many elements, of course, but the one I thought most relevant (always) is the copywriting.
In this post:
- Copywriting for conversion
- Creative writing v conversion copywriting
- Writing a sitcom, are you?
- How do you Learn to Write Creatively?
- Learn Emotional Copywriting Quickly
Copywriting for Conversion
I explained that a visitor lands on a page with one main question (subconscious in the main) “What’s in it for me?” The visitor will have more questions stored up and will have this ‘doubt’ which is I don’t know what else I should ask. This is their ‘mental shopping list’.
Addressing this shopping list is one factor, personalising the visitor’s needs is another. That’s why we create Marketing Persona (buying avatars, to some), the different categories of people interested and at Conversion Detectives we combine this with several factors, their frictions only being one into a matrix.
Now we have the matrix we can working on making the conversion copy as PERSONAL to that Marketing Persona as possible.
That’s the structure we work with BUT the real key that unlocks and encourages a purchase, a lead, a subscription, a download is EMOTION.
Creative Writing v Conversion Copywriting
Being able to write creatively (witness: the Jelly Trumpet comedy show) is an advantage. A creative writer is going to manipulate you emotionally. That’s the deal, some call it entertainment but it is emotional manipulation. This is the core of conversion optimisation, that and offering free delivery at a fair point (a BIG conversion factor).
You can do the one without the other without being a creative at heart.
Writing a Sitcom, are you?
Yes, Matt. I’ve written a few. I was a runner up in the BBC Finish a Sitcom competition (out of 5,000+ scripts), many years ago. Therefore, I treat these Marketing Personna as characters in the sitcom and use their mental shopping list as plot points and I write copy to entertain.
How do you Learn to Write Creatively?
I told Matt, that I thought of my favourite sitcom, thought of my favourite episode, then I copied it out word for word. That’s just copying, right? Nope. You learn how a writer or writers spend their words and find the connections that led to the laugh.
Then you take your own writing and rewrite this episode with your story and transpose your characters on to the sitcom.
Like ‘reverse engineering? Matt commented, because he’s a techy geek. Yes. I said.
Learn Emotional Copywriting Quickly
Think of some outstanding copy. Copy that made you take an action. Now copy. Write it out word for word, punctuation, spacing… EVERYTHING! Now, rewrite with your services, products etc held in mind.
There you go, you’re an emotional copywriter.
[image: Joshua Woroniecki, unsplash.com]
About Conversion Detectives
Conversion Detectives is a full-service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
Services
Digital Marketing Strategy | Creative Content Marketing | Email Marketing |
Lead Generation | Content Strategy | Social Media Marketing |
Video Marketing | SEO (Basics) | SEM | Shopify Marketing |
Podcast scripting
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