šŸ”„ 7 practical ways to write copy that converts:

1/ Get specific

Landing page copy is full of unfalsifiable, blanket claims: ā€œmore, easier, faster ...ā€

If you want to stand out get specific. You can’t bullshit specifics:
2/ Call out the type of customer you serve

People pay attention when they know something is specifically for them:

ā€œWhat? Loads of authors are using this. I’m an author. Maybe I should be too ...ā€
3/ Use value-based messaging

Talk less about your product and more about the value your product brings.

People don’t want a better toothbrush. They want a brighter smile:
4/ Write for one reader

You're not talking to 1000 people. You're talking to the single person reading your page. So write like it.

An informal tone and addressing your users personally (ā€œyouā€) makes a big difference:
5/ Think ā€œCall-to-valueā€ not ā€œCall-to-actionā€

Buttons which amplify ā€œvalueā€ over ā€œactionā€ usually perform better.

ā€œCreate Your Websiteā€ is more enticing than ā€œSign up nowā€:
6/ Break long blocks of text into appetising chunks

Better converting copy is as much about repackaging as it is rewriting.

The 2019 human mind prefers ā€œ3 simple stepsā€ to ā€œtwo long paragraphsā€:
7/ Use your customers' voice

Compare the feature page of Etsy and Amazon Handmade (two competitors in the handcrafted e-commerce space).

Etsy's voice reflects their customers independence, creativity and imagination. Amazon’s voice sounds like their accounts department:
Big thank you to Annie Maguire and @copyhackers where a lot of these ideas came from.
ā€œ7 practical ways to write copy that convertsā€œ šŸ‘‰ https://t.co/jlUuYEipj5
For more real world marketing examples šŸ‘‰ https://t.co/7gnJQydfDz

If you like the threads following @GoodMarketingHQ and joining the email list is really appreciated.

Thank you to @EmailOctopus for sponsoring

Over and out - Harry

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