Today many marketers are faced with the challenge of writing effective copy. This is an important obstacle for the marketer to overcome because it is the job of our copywriting to drive conversions. Many times marketers are troubled with finding those influential and persuasive words that will motivate their customers to take action. Although, there is a way to convert interest into action without using hype.

2. • Today many marketers are faced with the challenge of writing
effective copy.
• This is an important obstacle for the marketer to overcome
because it is the job of our copywriting to drive conversions.
• Many times marketers are troubled with finding those
influential and persuasive words that will motivate their
customers to take action.
• Although, there is a way to convert interest into action
without using hype.

3. Here's a 5 step methodology that
you can start applying immediately
to enable you to drive more
conversions with your copy.

5. • This all begins with your buyer persona and
ideal customer.
• Having built a buyer persona, this will allow
you to create more targeted and relevant
messaging.
• Start with asking yourself questions about the
behavioral characteristics of your target
audience.

6. • Get an even better sense of your customer's
awareness level by asking these 3 questions.
• Does your prospect realize they have a
problem?
• Does your prospect know that a solution
exists?
• Does your prospect know your
product/service is a potential solution?

8. • As marketers we tend to look at our sales and
marketing funnel as series of landing pages.
• Although, our customers view the entire
brand experience as either a relevant or
irrelevant conversation.
• A marketer must realize that the conversation
starts at the 1st point of contact, whether it's
a blog post or PPC ad.

9. • This is where you have created some level of
appeal and have attracted the customer into
your marketing funnel.
• At this point it is important to understand
that the customer has created an expectation.
• They have a vision in their mind in what they
will experience as they move forward and take
the next action.

10. • Effective copy will guide the conversation
with logical and congruent messaging.
• Allowing the customer to take each step with
ease.

12. • Best practices tells us that if we use the most
trendy and the most persuasive words, then
our copy will influence.
• Well let's ditch the best practices and use a
methodology that can be more easily
implemented.

13. • It is actually the force behind your value
proposition that motivates and thrusts your
customers through the conversion process.
• Instead of trying to persuade your customers into
believing in a conclusion that you have come up
for them.
• Rather provide data and express value that will
allow your customers to form their own
conclusions on why they should take the next
step.

15. • Marketers are constantly faced with the
challenge of not knowing where to start when
beginning to craft their copy.
• Most guru's will tell you to simply find a quiet
room and just let the thoughts flow through
your pen.

16. • Well here's a more systematic approach that
will allow you to connect deeply with your
customer's thought sequence.

17. • Studies have shown that the mind organizes
thoughts into a story format.
• You can optimize your copy so that it fits into
a logical and chronological storyline.
• A story is made up of 3 parts which can be
transferred into your copy.

18. • Intro - Header and sub head
• Rising action - Body copy
• Climax - Call to action

20. • Determining whether to use long or short
form copy is one of the most frequently asked
questions about copywriting.
• Many times in order to reduce friction we
assume the 1st thing we need to do is reduce
the amount of copy on a page.
• A marketer must 1st realize that friction
occurs in the mind, not on a landing page.

21. • Sometimes friction may occur because the
customer doesn't have enough information to
make a decision.
• This is why we must map our copy according
to the entire sales cycle.

22. • The more awareness and the more knowledge
a customer has about your brand, then you
can use short form copy.
• Although, if the customer isn't that mature in
the conversion process then long form copy
will be appropriate to establish brand
awareness.

23. To learn more about how you can
begin to craft more compelling copy
that drives conversions then click
here.

24. This presentation was brought to
you by daringalloway.com