Copywriting Notes
Copywriting Notes
Copy should be well researched. It is not important that it should be cute or anything. It should speak to the audience and let them think less. It should be relevant, familiar, and should speak to the audience.
Copy should not always convey what your brand says. Design the copy to make the user ACT while on the page.
Get into your customer’s mind. Hit the emotional point that you can pick.
It is not important that it should speak to everyone or a multi audience. (Even if it is for 20% of all people, it is fine.)
Example: Instead of making the same landing page for men and women’s clothing, make different landing pages for men and women and target them differently.
No conversions per page: Try to get it close as possible as 1. (Try to eliminate the choices for the audience.) Don't let them fall into the Paradox of Choice.
The motivation of user (when)
Clarity of value for user (why)
An incentive to take action
Friction within the process
Anxiety over entering info
Heuristic Formula
Probability of Conversion = 4m + 3v + 2(i-f) - 2a
Include FAQ section
Be explicit and clear
Don't over assume product knowledge
The motivation of user and pain point of user
Ex. Wasting time, money, being frustrated
Solution? : The desired outcome
People don't buy products; they buy a better version of themselves.
Value Proposition
Keep it super simple or else it will be exhaustive.
Ask
What's in it for the user?
Why should users trust you?
Examples of Value Propositions: https://cxl.com/institute/wp-content/uploads/2016/10/Lesson-5-.pdf
Awareness of customer
Highly aware people do not need to know why you are best and all stuff (they already know you, they are your subscriber or follower)
They just need a trigger on perfect timing.
Showering them with why we and other stuff might kill your conversions. Give them what they want. They don't want information.
For less aware people you will need to convince them that there is a problem and it takes a lot of work. (Try not to target unaware)
Copy First
Start with the copy and then look for the color scheme, design, alignment, and stuff.
Copy First then content.
Flow
Copy should be in order. Most of the audience thinks in similar order when they land on the page.
Where? - What? - Why? - What? - How?
Get your flow of landing pages in the correct order.
Improve
Get emotional survey/review from happy customers.
Proof - social proof
Use word pictures - trigger emotional memory
Irresistible Call To Action
It is not about reminding users to take a particular ACTION.
It is illustrating the positive OUTCOME that results from the action.
Ex.
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Wrong-way: Submit the form
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Reduce Anxiety
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Use incentive
Use icons
Minimize the clutter on the page
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Notes are taken from the "Foundations of product messaging and sales page copywriting" mini-course by CXL