• Today many marketers are faced with the challenge of writing effective copy.

• This is an important obstacle for the marketer to overcome because it is the job of our copywriting to drive conversions.

• Many times marketers are troubled with finding those influential and persuasive words that will motivate their customers to take action.

• Although, there is a way to convert interest into actionwithout using hype.

Here's a 5 step methodology that you can start applying immediately

to enable you to drive more conversions with your copy.

• This all begins with your buyer persona and ideal customer.

• Having built a buyer persona, this will allow you to create more targeted and relevant messaging.

• Start with asking yourself questions about the behavioral characteristics of your target audience.

• Get an even better sense of your customer's awareness level by asking these 3 questions.

• Does your prospect realize they have a problem?

• Does your prospect know that a solution exists?

• Does your prospect know your product/service is a potential solution?

• As marketers we tend to look at our sales and marketing funnel as series of landing pages.

• Although, our customers view the entire brand experience as either a relevant or irrelevant conversation.

• A marketer must realize that the conversation starts at the 1st point of contact, whether it's a blog post or PPC ad.

• This is where you have created some level of appeal and have attracted the customer into your marketing funnel.

• At this point it is important to understand that the customer has created an expectation.

• They have a vision in their mind in what they will experience as they move forward and take the next action.

• Effective copy will guide the conversationwith logical and congruent messaging.

• Allowing the customer to take each step with ease.

• Best practices tells us that if we use the most trendy and the most persuasive words, then our copy will influence.

• Well let's ditch the best practices and use a methodology that can be more easily implemented.

• It is actually the force behind your value proposition that motivates and thrusts your customers through the conversion process.

• Instead of trying to persuade your customers into believing in a conclusion that you have come up for them.

• Rather provide data and express value that will allow your customers to form their own conclusions on why they should take the next step.

• Marketers are constantly faced with the challenge of not knowing where to start when beginning to craft their copy.

• Most guru's will tell you to simply find a quiet room and just let the thoughts flow through your pen.

• Well here's a more systematic approach that will allow you to connect deeply with your customer's thought sequence.

• Studies have shown that the mind organizes thoughts into a story format.

• You can optimize your copy so that it fits into a logical and chronological storyline.

• A story is made up of 3 parts which can be transferred into your copy.

• Intro - Header and sub head

• Rising action - Body copy

• Climax - Call to action

• Determining whether to use long or short form copy is one of the most frequently asked questions about copywriting.

• Many times in order to reduce friction we assume the 1st thing we need to do is reduce the amount of copy on a page.

• A marketer must 1st realize that friction occurs in the mind, not on a landing page.

• Sometimes friction may occur because the customer doesn't have enough information to make a decision.

• This is why we must map our copy according to the entire sales cycle.

• The more awareness and the more knowledge a customer has about your brand, then you can use short form copy.

• Although, if the customer isn't that mature in the conversion process then long form copy will be appropriate to establish brand awareness.

To learn more about how you can begin to craft more compelling copy

that drives conversions then click here.

This presentation was brought to you by daringalloway.com