[cxl live 16] from wtf to hell yes - how to come up with copy that persuades by jen havice

From “WTF!” to “Hell Yes!” How to Write Copy That Persuades

Improve conversions with undeniable value… from sex to chocolate, Oprah to T&A

@jenhavice#wtf2hellyes

2015 Google Consumer Insights survey of 1358 US adults

49% received irrelevant content on a daily basis

28% received irrelevant emails on a weekly basis

31.6% reported email as spam because of irrelevant content

How consumers really feel aboutemails from businesses

WTF

What will consumers give upto get relevant content on their favorite websites?

Survey conducted online within the United States by Harris Interactive on behalf of Janrain from June 28 – July 2, 2013 among 2,091 U.S. adults ages 18 and older.

21% – Mobile or smart phone for a day

25% – Chocolate for a month

13% – Sex for a month

Houston Austin, we havea f***ing problem.

It boils down to 1 word: Value.

“I can’t see the valuein what you’re selling.”

So, how do you convey valuewith your copy

and repair that disconnect?

Researching

Realizing

Retelling

With 3 words:

ResearchingDo the qualitative kind that answers the question “why”

Find out who you’re talking to and what messages they need to see by doing...

➔ Online review mining

➔ Interviews

➔ Surveys by email or pop up onsite

… and the survey says

Using Voice of Customer Research to Lift Conversions – Case Study

66%More clicks

on main CTA

Research unearths value.

Value means more conversions and revenue.

RealizingMake the pain and the payoff real

Your customers are knee deep in the pain of solving their own problems.

Frame your solution asan investment in realizing

the end to your customer’s pain.

Use future pacingto help your customers see how much better their lives will be with your product or solution

Shares ofWeight Watchers soared more than 20% after tweet

http://money.cnn.com/2016/01/26/investing/oprah-weight-watchers-lost-26-pounds/

Value comes when you frame your solution as an investment in realizing

the end to your customer’s pain.

3RetellingTake the stories that live within your prospects and retell them

Sell the experience of owning your products, not just the

products themselves.

123.9%increase in CTA clicks

https://copyhackers.com/2014/09/buttons-vs-headlines/

Remember?It all comes back to 3 words...

Researching. Realizing. Retelling.

As marketers and agents of CRO...

You can repair the disconnect by listening to your customers

Want more? Grab my book on Amazon…

Get in touch!

@jenhaviceMake Mention