On Friday, August 24th, Joel Klettke presented at the 4th Annual Utah Digital Marketing Collective Conference:
Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018
Joel Klettke is a conversion copywriter and consultant. He runs Business Casual Copywriting, where he’s helped clients like HubSpot, InsightSquared and WP Engine turn more visitors into customers. He's also the founder of Case Study Buddy, a done-for-you case studies service that gives brands an easy way to capture and share customer success stories. And as a new Dad, he could definitely use a coffee right now. You can follow him on Twitter @JoelKlettke.
Session Description
Struggle to write effective copy -- or even get started writing at all?
Not seeing the conversions you want? You’re not alone -- writing persuasive copy is hard!
In this session, I’ll share 10 of the most common mistakes I see businesses making with their website, email, and ad copy — and how to avoid falling into the same pitfalls.
You’ll learn...
The MOST important thing to consider when writing for your audience
A foolproof technique for keeping copy focused and organized
How to know whether your copy should be long, short, or somewhere in between
Why you should NEVER write copy in a vacuum (unless you want it to suck)
And more!
8. Talk pains, gains, and
verbs over nouns.
Instead of… Write…
“We strive to…” “Get more leads with…”
9. Talk pains, gains, and
verbs over nouns.
Instead of… Write…
“We strive to…” “Get more leads with…”
“Our services include…” “Grow your business with a team
who can…”
10. Talk pains, gains, and
verbs over nouns.
Instead of… Write…
“We strive to…” “Get more leads with…”
“Our services include…” “Grow your business with a team
who can…”
“We deliver more traffic…” “Get (outcome) without (pain)”
28. Most Aware Solution Aware
“If you have something in
your teeth, you need floss.
I have floss right here.
It’s just $0.50 a pack, so
you’ll save $1.00!”
“If you have something in your teeth, then you need
something to get it out.
If you need to get it out, you might consider a
toothpick. But if you’re considering a toothpick, you
should also consider floss.
Floss works like a toothpick, but it cleans more
thoroughly since it can reach even the tightest
crevasses. You can get that truly clean feeling
around your entire mouth without going soggy,
breaking, or jabbing you in the gums. Plus, it’s
peppermint flavored!
I have floss right here. It’s just $0.50 a pack, so
you’ll save $1.00!”
DIFFERENT CONVERSATIONS…
39. Finding awareness
1. Poll: “Had you heard of us before today?”
2. Chat: What questions are they asking?
3. Keywords: Pain, solution, or comparative?
4. Interviews: “What was going on in your business…”
5. Situational: Remarketing? Email list?
57. Hero
Body
CTA
Why should I care?
What is it?
Who is it for?
How will my life improve?
How does it work?
Why should I trust you?
What happens next?
58. EXAMPLE: TRAFFIC THINK TANK
1. What is TTT?
2. How will life improve?
3. Why not read blogs (for free?)
4. What do I get?
5. Why is this credible?
6. What next?
65. WOULD YOU RATHER BUY…
A “high quality” pillow Plush comfort and ample
neck support to help you
sleep through the night.
66. WOULD YOU RATHER BUY…
A “high quality” pillow
“Powerful analytics”
Plush comfort and ample
neck support to help you
sleep through the night.
Go from wondering to
acting with sales answers
on demand.
67. WOULD YOU RATHER BUY…
A “high quality” pillow
“Powerful analytics”
“Best customer support”
Plush comfort and ample
neck support to help you
sleep through the night.
Go from wondering to
acting with sales answers
on demand.
We’ll solve any issue
within 24 hours,
guaranteed.
70. 1. Conduct a specificity sweep:
+ “Is it specific?”
+ “Did I connect the dots?”
+ “Does it paint a picture?”
+ “Imagine…”
2. Ask “Why?” two to three times.
81. 1. Stick to one primary CTA in emails,
landing pages, and ads
2. Finish the sentence “I want to _____”
3. Be specific.
4. Combine desired outcome and required
action.
88. 1. Use line breaks and don’t let widths get
crazy.
2. Lead with short sentences.
3. Avoid double-columns and competing
visuals
4. Think of the left-to-right reader
97. BUT!!!
1. B/D/A is best
2. Make sure they’re relatable
3. Test your formats
4. Use as a support, not a crutch
98. That’s enough out of me.
Questions?
Read my stuff/give me all your money:
Be my internet pal: @JoelKlettke
• BusinessCasualCopywriting.com
• CaseStudyBuddy.com