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Thank you for joining us!
We’ll be starting in just a few minutes.
Ryan EngleyRyan is our Director of Customer Success
who along with his team, helps Unbounce customers boost their conversion rates. He is
our resident webinar host and consummate office vegan.
Joanna WiebeJoanna is a conversion-focused copywriter and the founder of Copy Hackers, where startups learn to write copy. As well as maintaining her own newsletter, she is a contributor to the Unbounce blog. She once tried to be a vegan; that lasted 19 hrs.
About the Hosts
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Ryan EngleyDirector of Customer SuccessUnbounce
@ryan_engleyJoin our chat
on Twitter
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Joanna WiebeFounder & CopywriterCopyHackers.com
@copyhackersJoin our chat
on Twitter
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Recording and Slides Will Be Emailed This Week
Join our chat on Twitter
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We’ll Talk About…• 4 copywriting tips you should implement IMMEDIATELY
• Why your brain is your enemy
• How to avoid sounding like a used car salesman… while still selling like one
• The headline test you should run today
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Increase your Marketing ROIBuild, Publish, and Test targeted landing pages
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Get 50% Ofyour first 3 months
http://try.unbounce.com/copyhackers
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FIRST!
FOUR 20-SECOND “AIDA” COPY TIPS YOU CAN ACT ON IMMEDIATELY
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20-Sec Tip #1:
Gain Isn’t as Powerful as LossATTENTION
Generate more leads
Stop losing leads
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20-Sec Tip #2:
Don’t Summarize Benefits – Be SpecificINTEREST
24/7 Availability!Our virtual assistants work when you do
24/7 Availability!You start work at 6am, your VA stars work at 6am
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20-Sec Tip #3:
“Free” = “No Value”DESIRE
Free Shipping We’ll Pay Your Shipping
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20-Sec Tip #4:
Make Calls to Action Seem EfortlessACTION
BuySign UpSubmit
Get
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20-Sec Tip #4:
Make Calls to Action Seem EfortlessACTION
BuySign UpSubmit
Yes, Give Me AccessBonus
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= EVIL
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453% Lift
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Your messages don’t come from you, your CEO, the product marketing team or a writer. They come from…
Visitor Surveys Customer Surveys Interviews Any UGC
• Amazon book reviews• Blog comments• YouTube, Facebook
comments• App Store app reviews• Forum posts
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Swiping “VOC data” give(s) you
• Natural, un-marketing phrases• Access to the vernacular of your prospect • Non-cliché analogies and similes• Pain and delighter messages• Keyword-rich copy• Sticky, memorable phrases
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= EVILNB: Selling usually feels uncomfortable –
but that doesn’t mean it’s “skeezy”
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Avoid Raising Flags about Claims (in Short Copy)
51% paid lift
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Cushion Claims
“Could this be the best way to solve your biggest HR challenges?”
vs
“This is the best way to solve your biggest HR challenges”
{ }
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= GOOD
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Your Value Proposition or USP:
What’s unique + highly desirable about your ofering, brand or org?
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A/B Testing(always be testing)
40% lift in clickthrough
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Unique Highly Desirable Specific Succinct Memorable
The milk chocolate melts in your mouth, not in
your hands
X X X X X
Investors earn better returns, borrowers pay
better rates
X X X X X
The fastest way to great customer
supportX X X X X
M&Ms
Lending Club
Zendesk
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“But there’s nothing diferent about us”
Product designProduct feature
Business point of viewEmployee personalities
Approach to solving X problem
Types of usersPoint of origination
Customer focusProductionInnovation
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Final Words of Wisdom
Stop trying to impress yourself or your high school English teacher
Focus 100% of your messages on THEM
Raw words are better than polished
If it feels hard, you’re doing it right
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Q&A
Writing for B2B Short vs Long Copy
Headlines Emails
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How does copywriting difer in B2B vs B2C situations?
Writing for B2B
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Is professionalism in writing copy more important than making it fun/quirky/personality-driven?
Writing for B2B
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What’s your take on the age-old discussion of long vs shor copy? Are long sales pages really the
highest converting?
Long vs Short Copy
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How much is too much?
Long vs Short Copy
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Should working keywords into your landing page be a priority?
Headlines
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I’ve heard numbers in headlines tent to attract interest,
what say you?
Headlines
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I get the most unsubscribes when I ofer an email with value,
why is this?
Emails
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Can you give tips and tricks on email subject lines too?
Emails
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How do I “seduce” customers into opening my emails?
Emails
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Visit www.CopyHackers.com/unbounce-webinar in the next 5 days to get exclusive freebies + save 25%
Learn the essentials of writing CRO copy for short landing pages
Ready to write a long-form landing page? Get this ebook!
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Get 50% Of Your First 3 Monthshttp://try.unbounce.com/copyhackers