

#Elementor decided to inject my feed with their ads.
So I decided to tear down their sales page into Conversion Copy.
The biggest dilemma before writing a sales page is:
Should you start your sales page with benefits over features?
Not necessary.
You don’t have to force benefits out of the page when the benefits don’t want to come.
What does that mean?
Look at the Elementor sales page screenshot below.
It looks like they were hell-bent on leading with benefits and in the process, the message sounds blah..
Alternatively, fluff-free positioning and features list looks like this, in that order:
Go over these options and compare it to the copy in the screenshot.
What’s the difference?
The point is — to state the facts and speak the truth straight instead of mincing your words.
So every time you sit down to write sales page copy, do this one thing:
Go apply the above DON’Ts to make your copy pop out and shine.
And if you need help with copy audits, reach out to me at roshni@contentprimer.com
– Roshni
A generic copy is useless.
Exactly like the same old click-bait market research question, everyone asks in Facebook groups – “Looking for an amazing web designer”. And that’s it.
These posts don’t indicate the nature of the industry. They don’t give — at least a hazy picture of what the work is going to be like. No requirements specified. Nothing. Nada!
Posts like these smell scam from a mile away. On a post that gets 97 comments, nobody gets hired. Sounds familiar?
Now the experienced business owners know that such generic posts are time wasters and avoid the trap because they know genuine posts are super-specific.
Let’s reverse engineer that mindset. If you are looking to attract experienced, well-established businesses as your CLIENTS, you should stop being generic in your copy.
But how?
Stop using these 10 words:
Brilliant, Amazing, Incredible, Awesome, Fabulous, Fantastic, Great, Superb, Lovely, Extraordinary
There! I told you what not to use. But what should you be using instead of these words?
The answer is nothing. You should never think of replacing these words. You should think of replacing the sentences that need these words. These words indicate (read: scream) that your writing is amateurish. That is exactly why you depend so heavily on safe words like the adjectives.
Adjectives are merely fillers. They make your copy shallow.
Ouch! Sorry if I made writing even more difficult for you but..some hard truths are epiphanies on their own.
And here’s one – Copy that can convince is never backed by loose, commoner adjectives.
Because you’re undecided in your head.
You don’t know how to value your services.
You don’t know how to evaluate the value of what you do.
You don’t know the impact you’re creating with your work.
If you can articulate the impact, they’ll never question your price.
But..
If a price objection comes up and you dilly your way by matching up the price to the time you’re spending, the creativity you’re using or years of experience you’re carrying — it doesn’t cut it!
Because what’s your client gonna do with your experience? Creativity? Time spend?
How’s it beneficial for them?
Noo – it isn’t!
Show them what’s of value.
Show them WHY they should hire you instead of your competitor sitting in the adjacent browser tab.
Because your creativity, experience, and time is NOT a measure of the outcomes they’re expecting.
The same shit applies to online sales as well.
Your copy should just CONVERT – by stating the VALUE your work brings to the table.
Not the hours you’re pouring into the project.
And if you’re finding it hard to articulate the value of the work you do, I help you do just that.
Love,
Roshni
To do that, you should know how to meet your audience. Meaning? You should know how you can match “your solutions” to the audience’s expectations.
You should know how to make your reader choose you. To make that happen, you should prove it to them that you:
If your copy can do this, you win. They pay. You win again 💪
But how do you make sure that every word you write is ticking these points off of your copy?
Register for my talk at #DCMC on The Science Behind Online Sales and Conversion Copywriting where I give you all the marketing moolah you need to write copy that makes money.
Register for this once-in-a-year, no picth only 100% value, FREE content marketing congress, and sit tight because your copy ride at #DCMC z gonna be funtastic!
Premature positioning without translatable proof crashes your credibility.
The job of a value proposition is to gravitate your prospects towards your business.
You’ve got to define your brand the very first time they hear about you so that they remember you.
Humans are constantly looking to benefit. If you don’t take that to your advantage, you’ll be just another brand screaming for attention instead of making heads turn.
If you can write your value prop in 3 words – just 3 simple words, it means that you’ve achieved the clarity you need to lead your content.
So in this blog, I’m going to show you the value props of several websites and also tell you the first probable question that pops up in the reader’s mind when they land on a web page.
We’ll also talk about what not do while writing a value prop.
Ready? Cool.
The above value prop is clearly braggy.
Also, I had never heard of Cypher learning until now. So, I’m assuming it’s not an omni brand either. And omni brands rarely call themselves the best. They’re uber specific.
Adjectives like best, world-class and high-quality mean nothing.
High-quality just means high-quality. There’s no other way to say it or measure it. Because the one thing that defines this word is “quality” which is subjective.
That is why your value proposition should never depend on adjectives to define it.
Adjectives can never communicate the real value your business offers. Behead the adjectives out of your value prop so that you can focus on bringing the outcomes to the forefront.
Few days back, Peep Laja, the founder of ConversionXL tweeted how the concept of USP is obsolete and I agree with him.
Because in 2020, it’s impossible to be running an extremely unique business.
Especially, if you’re in a SaaS market – you know how crowded this industry is. So describing your brand as unique in 2020 is definitely not a good idea.
My first thought goes – how do you make your results colorful? Colorful pie chart? Colored graphs? Rainbow data?
I feel confused and I start wondering about what the product actually is.
Unfortunately, it’s a web development company.
Solution: They could have actually spoken about the approach they mention in the CTA and position their brand with a clarified message.
Nobody actually needs more data in this world saturated with data.
So saying “Need more data” in one of the headings is
And having data is not a benefit. It’s actually a liability to deal with if you don’t know how to tackle the data overflow problem every company faces today.
So if you’re a company offering a solution to analyze, organize, optimize and monetize your data, you should as well state this fact in your value prop and lead with it to bring in conversions.
Otherwise, you confuse your readers like this company does. And confused readers get off the wagon ASAP.
Lesson: Lead your value prop with your biggest benefit
Again, here’s another value prop starting with an adjective. We know what the problem is. So let’s talk about the UX here.
The goal of a business website is to make your reader’s job easy.
You start with clean websites. The screenshot of a login portal to the left is meaningless. It doesn’t add any value in elevating the message.
The objective of your message is to take your reader from one awareness stage to a deeper, better understanding of your brand.
When you add screenshots like these, that make the reader think hard, you leave them disappointed.
Conclusion: The reader doesn’t understand what this company is about until they read the tiny text that uses two keywords (AI and data analytics) in an unnatural sentence.
Solution: A hero section with no image is better than having a confusing, deviating image with an unclear value proposition.
Don’t come across as narcissistic brands by stating your own name in the value prop.
Instead, take this opportunity and use your online real estate to own your message, connect with your audience and bring them closer to your brand.
Any questions? Ask me in the comments.
To ensure your brand influence is catching up with your business growth, you should write content that gets you results.
Here’s how you improvise your content to put your brand on the world map.
80% of your readers don’t read your copy if you can’t get them to read your headlines – David Ogilvy
Most companies fail to grab their prospect’s attention because their headlines never offer a benefit the prospect is looking for.
Then you mention that in your headline.
The benefits should go straight into your value proposition to get your prospect interested FIRST.
Then you can explain how your solution works, the features to follow and why they should trust you etc.
Now, why is something as simple as highlighting benefits a deal-breaker?
Because the benefit IS the solution your business has been thriving on.
And what a catastrophic mistake you’ll be making if you’re not strapping the benefits to your headline, right?
Pro Tip: Ensure you optimize your title tag with the main focus keyword.
Google Crawlers are constantly looking for relevant keywords (the keywords you want to rank for) in your content.
And the keywords your prospects search for are all about saving time, progress, doubling revenue, bringing down operational/admin costs, reaching omni-access solutions like yours.
This means that the right keywords in the headline not only help you grab your audience’s attention, they also help you rank on search engines with ease.
My website ranks #1 on Google Image Search for a high competition keyword and here’s the proof.
No FB ads. No Google ads. Simple optimization techniques helped me achieve this with ease. Look at the screenshot below.
If you see, the top 3 results on the search page are displaying images from my website for the keyword empathetic copywriting.
Now I won’t say that this is a product of mere updating of your alt text tag. I also had a Pinterest Marketing Strategy running behind this result. We’ll talk about it another day. But for now, you should update your alt text because it is the bridge of communication between your website and search engine spiders that help you rank.
Tip: Run an instant SEO Audit of missing alt text images on your website now for FREE.
If you noticed, I added proof in the form of a screenshot about how I ranked on Google Image Search in the previous section organically. By giving your readers proof then and there, you are elevating your brand’s trustworthiness, increasing authority and positioning as an expert in the industry.
Because marketing and sales is all about BEING relevant to your audience through – relevant content, connection, and relevant social proof.
Coherent content elevates your brand image and perceives you as someone dependable.
It’s not just true for readers, even Google understands that including proof, customer reviews in the form of testimonials is a sign of authenticity and reliability.
Humans are wired to react to interruptions. This is the reason why constant mobile phone notifications are making us less and less social and leaving us distracted all the time with depleting attention spans. So how do you make your reader remain focused?
By using Pattern Interrupt Techniques.
Pattern interrupt is a psychological approach to shifting your reader’s focus and alter behavior.
How can you use this psychological phenomenon to keep your readers interested in your content?
Interrupt and disrupt your reader before a notification takes that power away from your content. Make your content MORE interesting than their distractions – By dividing and displaying content differently:
The fundamentals of creating content for your audience is to be helpful.
Anchor text is one such feature that makes the web so powerful. It makes access to information relevant information as easy as a click!
Use this to your advantage and link related topics in your content so that you form a content repository your audience comes to for all their info needs.
To get anchor texts right, every time you create anchor text, connect back to the primary intent –
On the downside, too many external hyperlinks may take your audience away from your website. So, make sure that you’re bringing a balance.
Tip: Overdoing hyperlinks can also result in penalties by Google.
This is how I went on to rank on Google and generate qualified leads from the traffic. Now, you try these 6 steps and let me know if you have any questions in the comments.
What’s the point of having a website when nobody scrolls past your hero image?
If your value proposition doesn’t catch your prospect’s attention and fails to lead them past the following copy, you’re losing business faster than a descending aircraft.
Your homepage is the most important real estate online. And a bad homepage can tarnish your reputation.
Homepage copy should highlight the benefits your reader can reap out of working with you. It should talk about how you’re capable of pulling them out of their current situation and building a bridge that enables them to move closer to their goals.
Use these simple homepage copywriting techniques to empathize with your audience:
Optimizing your homepage is easy. You just have to make sure you’re checking the above list.
Need help writing web copy? Contact now.
A piece of content has 3 responsibilities:
Also, your writing shouldn’t jeopardise the quality of the subject by:
Writing with clarity is all about designing your idea to be simple, comprehensible, and memorable.
Today, you’ll learn:
Your ability to break an idea into simpler sub-ideas to help the reader absorb information easily – is writing with clarity. It’s having to anatomize your thought.
To write clearly, your mind should watch your thoughts slow down, sit and settle. It’s like snorkeling. Too many suspended particles affect your visibility. So you wait for the water to settle down. Likewise, to write with clarity, you should wait, think and understand clearly.
Understanding an idea happens in 3 stages:
Without the above steps, it becomes impossible to bring your ideas to life.
If you follow the above process, you can bring clarity to your writing — one sentence at a time.
If you are using an adverb, you have got the verb wrong. – Kingsley Amis
Adverbs weaken your writing by sucking the energy out of a phrase. Adverbs make your writing bleak and powerless which can bore your reader.
But how do you avoid using adverbs? By replacing (adverb + verb) with a better verb.
Example:
What sounds better to you?
In the second example, the better verb has a stronger effect because that word was created with just one purpose – evoke the emotion it evokes. Also, it just sounds good. And writing well is also about sounding good.
But there are times when adverbs are a must to set the context. Sometimes, you’ve got to describe your verb more accurately to narrate the situation. And these are the only times you should pledge to use adverbs to make your writing stronger – to read your emotion.
Example:
The company urged the employees to avoid misusing the resources.
This sentence implies that the employees are/were/could be irresponsible in using the resources and hence the company issued a notice.
The company urged the employees to use the resources sparingly.
The above sentence sets the context. Why did they mention sparingly? Is the company running losses? Are they running out of resources? Is replenishing their resources becoming a big problem? The readers put on their thinking caps instantly and that’s exactly what you want as a writer.
You see – one adverb could imply so much more meaning when used smartly. So, choose your adverbs wisely.
When your message is clear, you naturally attract followers who’re eager to hear and learn from you. They listen to you and you matter to them. This is how you build authority with clear messaging.
Questions on clear messaging? Let’s figure it out in the comments!