Say NO to foreign copy!
Today, I spoke to a prospect who told me about the several amazing copywriters she’s hired in the past to write her landing page copy. They all wrote beautiful prose-clad copy, BUT, nobody really bought from the page
Here are the TOP 5 Reasons why sales page copy tanks:
1. Your funnel is distorted – you don’t have a connected conversion strategy
2. You don’t have a consistent voice, and hence, shockingly foreign copy
3. Fluff words that sound cool and sassy – but do NOTHING
4. Prose that sounds fab except, it can’t make sales
5. Your copy is unintentionally threatening!
You can fix the first 4 problems if you have the right systems in place.
But if your copy constantly sounds like you’re scaring and threatening people by using big bad words in unintended places just to grab their attention, the following copy better be worth their adrenaline activation. Or else, their logical brain is going to curse you for leading them to a high that you forgot to satisfy.
So if you’re finding yourself writing threatening copy, you really need to work on your mindset game.
What’s a mindset to do with writing copy?
If your writing voice sounds:
..you’re more likely to write threatening copy that uses trigger words like WARNING, make it unnecessarily “rhymy”, drop in powerless punches AND…
Most likely to cook copy that speaks to NO-ONE!
But, all of these annoying copy problems can be resolved if you have a stronghold on your audience’s pain points – big, small, and unsaid.
Start your copy with THEIR specific pain points and lead them towards a specific outcome THEY desire and keep the tempo on with headlines that are not just H1 text, but are there to keep moving your reader towards mini-conversions throughout the page without deviating from that one pain point they want to get rid of right now.
Which means, you’re not writing for people who don’t want it that bad. May be they have to put other things in place before this problem becomes their big priority. So, write for that prospect who wants to get done with their biggest challenge right NOW, not later.
If you organize their priorities on the page, your copy converts effortlessly.
Thank you for coming to my Copy Talk
Questions? AMA in the comments!