And no, you don’t need to be a copywriter or hire one. Yet.
Can this post alone help you write your high-converting sales copy? Keep reading.
Will it feel like a lot of work? Maybe.
Will it work? Yes.
When some entrepreneurs and marketers think of writing copy, they either turn to AI or Google their way through it. Maybe they get lucky and score a free template they can copy and paste.
Unfortunately, this is lazy. And lazy effort equals sluggish results. But you’re not lazy. You’re here to peruse this article and get to work right after.
Here’s what you need to do to nail your sales copy:
Doing Voice of Customer Research
This research involves learning everything you need to know about your current and prospective clients.
So that you can learn:
- Their wants
- Their needs
- Their frustrations
- Their successes
- Their motivations
- Their hesitations
- Past failed solutions
- What they are saying about your competitors
- What they are saying about your brand
- What they think about themselves
If you skip this step, you’ll risk not knowing what your ideal clients are saying or how they’re saying it.
Which means you’ll risk not connecting with them on any level.
Without this research, you’ll write copy blindly and guess your way through it rather than using your prospects’ words and phrases.
And guess what… this research alone can write 90% of your copy for you.
You can do this research in many ways. You can interview some of your clients and possibly survey them.
You can also read your positive and negative reviews and sort them based on the list above. Last but not least, you can read social media comments and even forums.
At the end of this research, you want to have an organized spreadsheet with the data you collected and sorted using the bullet points from above. Use this spreadsheet to help drive your copy.
The research above will tell you what to say and how to say it. If your biggest blocker around writing copy is not knowing what to write, you’ll eliminate it after doing your Voice of Customer research.
Structuring Your Funnel
This is where you take a step back and wireframe your funnel before you work on your assets. Start with your traffic sources (social media, paid ads, blogs, etc.) and what their last step should be (purchase).
After you plot the beginning and end of your funnel, filling in what goes in between is easier. You’ll also be able to tell how many assets you’ll need.
Let’s say you’re selling a low-ticket product. Your simple funnel could be ads > landing page to lead magnet > email sequence > purchase.
If you’re selling a high-ticket product, your simple funnel could be ads > landing page to mastermind/3-day challenge > email sequence > purchase.
It is up to you to decide how many assets your funnel should have. However, you need to be realistic about it because if you’re selling a high-ticket product and your audience is cold, you will need to include more assets to move them deeper down the funnel.
If you are selling a low-ticket product, fewer funnel assets might make more sense because there’s less convincing to do.
No matter how many funnel assets are involved, you need to ensure that one asset can move your prospects smoothly over to the next and that your voice is consistent throughout each.
This means that your assets, such as your sales page and emails, must build up on each other while maintaining your brand voice and still including your Voice of Customer data from the research above.
Your Sales Page and Sales Emails
With your research and funnel wireframe done, you’re ready to assemble your sales page and sales email copy.
Notice how I wrote “assemble” and not “write,” that’s because copy is assembled by using proven frameworks instead of sitting down and writing from scratch without direction or guidelines.
You’ll also use your Voice of Customer data (research) to write your sales page and emails. Use their words and phrases! Show them you know exactly what they need.
When it comes to your sales page copy, you want to choose the proper framework according to your audience’s stage of awareness (how much they know about their problem and your solution) and market sophistication (how much they know about your market).
If your prospects are problem aware, they know they have a problem but don’t know about any solutions for them. So, your copy’s job is to highlight their pain and tell them that they’ll finally solve it with your product. Longer copy might be necessary to show them their current state, desired state, and how your product serves as the bridge. You’ll also need a qualifier for them to know that your product is meant for them. This is why my favorite framework for this is QUEST.
- Qualify – mention who your product is for, starting with “ideal for…”
- Understand – make them feel you understand exactly where they are.
- Educate – show them what you know and what they’ve been doing is wrong.
- Stimulate – show them social proof.
- Transition – tell them what to do to fix the problem.
If your prospects are solution aware, they know they have a problem and know there are solutions out there but don’t know how to find those solutions or where to look. So, your copy’s job is to highlight your solution as their holy grail. My favorite frameworks for this are PAS and AIDA.
- Problem – highlight the pain they live with every day.
- Agitation – make them feel that pain very deeply.
- Solution – show them how your product can take the pain away.
And,
- Attention – get their attention with a shocking statement or headline.
- Interest – show them something new or interesting, with a “wow!” factor.
- Desire – let them know they need what you have and can’t be without it.
- Action – tell them what to do, like make a purchase.
You can assemble your sales copy using any of the frameworks above after determining your prospects’ stage of awareness and market sophistication.
Market sophistication means how much your prospects know about your market. If they don’t know about group coaching, which is what your product is, they have low market sophistication, so you’ll need longer copy.
When it comes to your sales emails, you can use any of the frameworks above. The same stages of awareness and market sophistication rules apply.
But even after reading all of this, you might wonder what you can do to improve your conversion rate.
First, you probably need to find out why your copy could be underperforming.
Well… my copy sabotage quiz will help you find out how your copy could be sabotaging your conversions and how you can fix it.
You’ll finally know what to work on to make your sales copy sell.
You’ll get tips and strategies from me (a conversion copywriter) on implementing such changes.
You won’t have to Google “how to write copy that converts” because I’ll be your guide.
But if you need a prompt-guided copy system to help you write your high-converting sales copy in a day, not a week, check out my Sales Copy Bundle.
See you again soon! I’m Elenny.
The post The Anatomy of High-Converting Sales Copy appeared first on DigitalMarketer.
Frequently Asked Questions
How can entrepreneurs motivate their employees.
Motivation can come anyplace. It doesn't matter where it comes from, just make sure it motivates them to action. Motivation is important for every business, regardless of whether it's a stick or carrot approach.
Employees who feel motivated are more likely to do well. You want your team to perform better. Give them the tools to feel empowered.
You have to give them a sense of belonging. A place where they can grow and learn. A place where they can freely share their ideas without fear of punishment.
A company culture that allows them to thrive and succeed. This is how you keep your top talent happy, productive, and loyal.
To maintain the culture, you need to reward those behaviors that help you succeed. This can include bonuses when goals are achieved, training opportunities, raising pay raises, and providing perks like insurance.
Clear communication and direction are also essential. You must ensure that everyone understands the expectations and reasons for them.
You must ensure that policies and procedures are clearly written and communicated. It is important that you designate someone to ensure that your policies and procedures are being followed.
Communication is key. Keep your team updated about what's happening in the organization. Let them know about the latest developments and plans.
Communication is vital. Looking after your team is the best way for you to stay ahead of the game. They will take great care of you.
Without a great relationship with your employees, you could lose a lot of money. Research shows that employees who are engaged with their work have higher productivity and profitability than those who struggle for top performers.
It's important to understand that not every employee wants to work at the same pace as others. Some prefer working alone while others love to collaborate. Each person can be motivated in different ways, so it is up to you which one works for you.
One example is that some people respond better to recognition, while others may prefer incentives. Whatever works for your company, ensure that it is consistent with its goals.
The leader is ultimately responsible for setting the tone. Open-minded. Listen to your team. Remember, you have to do it yourself if you want it done correctly.
What keeps you motivated as an entrepreneur
My greatest motivator is freedom. We live in a world where there are limits to how much most people can earn, save, invest, buy, consume, own, borrow, rent, drive, fly, eat, sleep, and play. However, these limits do not apply for us. We are free to pursue our dreams and make them come true.
But we cannot let ourselves become enslaved by these limitations. If we do this, we lose sight that we are the masters and controllers of our destiny. We are the captains of our ships. We are the architects to our lives.
My drive is to create wealth that surpasses my wildest imagination. To create businesses that have a greater impact than life itself. To create businesses that make a difference in the lives of everyone.
To create more powerful businesses than any government, more influential than any religion, and more enduring than time itself.
It's why I'm here. My goal is to help entrepreneurs grow their business faster than anyone else. Because everyone wins when you succeed.
What is your biggest motivation in life and why?
So you're curious about my best motivation in life? Well, let me tell you. My best motivation in life is to help people feel better about themselves. To make people realize they are incredible, because they really are. They are worthy love, for they are.
They do deserve happiness.
I'm here to remind people that there is nothing more important than feeling great about yourself. Nothing. And I'm determined to make the world a better place.
Being happy with ourselves makes us more open-minded and compassionate towards our fellow humans. You can stop judging other people based upon superficiality, and instead see the person inside. That's really cool.
To motivate someone, it is important to let them know that they already have all they need.
Although they may not be aware of it, that is why they have been struggling with something so much. They knew deep down that they could heal themselves.
All they required was the right environment, the correct support system, and a positive mindset. They lost sight of this.
It's not hard to see why they lost it. Because they were too focused on figuring out the source of the problem. They were trying to fix it all they could, but they didn't realize they had all the tools to do it.
They didn't realize they were the ones who had the answer.
I'm here to remind that you have the power and ability to create a whole new world. All you have to do is learn how to tap into your own inner genius.
The rest will fall into place once you do. You will be amazed at how simple it is to achieve your dreams.
You see, I believe everyone has access to their own unique superpower.
All we need to do is learn how to use them.
How to Motivate Yourself as an Entrepreneur?
Finding someone who is motivated to do the same thing as you is the best way to motivate yourself. Ask someone who is working hard for his goals about how they did it.
Listen, ask for advice and, most importantly, follow through. Admire someone who is successful.
Do whatever it takes to become that person. Learn from them. Learn from them. Follow their example.
Keep moving. Keep moving. Never stop learning. Never give up.
Never allow anyone to tell you that your abilities aren't possible. You don't have to believe that there is no way.
You may fail, but that doesn't mean you've failed. Failure can make you stronger. To learn more. To push harder.
Failure is just another step along the road to success.
Get started today! Do something today that will get you closer to your goal.
You don't have to wait!
What motivates entrepreneurs?
Passion is what drives us. But we also have an innate desire to create something meaningful that makes a difference. To make a lasting difference for our loved one and ourselves.
To give back. To give back. To leave a lasting legacy.
Most importantly, we love doing this. Because we feel called to live life fully, and have success in the things that matter most.
We are driven to fulfill a sense purpose and mission. This cannot be accomplished by money alone.
The key here is to find a way to combine business with pleasure. Entrepreneurship becomes more than a job.
This is why I am passionate about helping entrepreneurs become successful. My goal is for them to be financially free and have a lasting impact in the world.
I am living proof that creating value is better than anything. You can share your knowledge and experience with the rest.
It is not enough to create a great product. It is essential to understand your customers' motivations and what they want. What they are looking.
Doing so will help you to always improve your offering. And therefore, you'll always provide more value.
And if you provide more value, you will gain more customers. Customers will buy more of your products and services, so you'll have more customers. More customers will mean more revenue. You will eventually be financially independent if you have more revenue.
You see, money doesn't always mean everything. It's just the means to an end. It is not the end in and of itself.
If you want to live a rich and fulfilling life, don't just focus on the money. Making a positive contribution is what you must do. Contributing. Leave a legacy. You can create something that is valuable. Unique. It adds meaning and purpose to your life, as well as those of others.
Entrepreneurship requires risk-taking. However, this does not mean you should have any rules. It's about being flexible. Adapting. Adjusting. Improving.
As long as you stay true to yourself, keep your values intact and maintain integrity, you won't fail.
Entrepreneurship is a calling. A vocation. An opportunity to contribute. To create wealth. To make history.
These are the things that will make you the best version you can be.
You will be unstoppable.
What are the five most important motivators for entrepreneurs?
Motivation is the key ingredient to success. It is the key to success. In fact, without it we wouldn't even exist.
Motivational psychology is the study of how humans behave when motivated. When motivated, we do amazing things. There are limits to our motivation.
These five motivational factors are essential:
- Autonomy - The freedom to choose
- Mastery - the ability to master skills
- Purpose: The feeling of purpose
- Relatedness – The feeling that you are part of something larger
- Reciprocity: The desire to give something back
These motivators may be able to be applied to your company. In reality, however, each provides a slightly different perspective on why people act as they do.
An individual may seek autonomy to be able to choose his own path. Perhaps he seeks mastery in order to excel at his job.
And so on. These are just some of the motivations that could be used. There are many other motivations. There are many others. But which ones are most relevant to your specific situation? It all depends on you.
Write down three words to describe your ideal working environment. Next, take these words and apply them in your current work environment.
If you are having trouble coming up ideas, ask yourself "Why am I doing it?" Your goals will be identified when you have an answer.
Once you know what you want, you can begin to figure out where you stand right now. This knowledge will help you decide if you should make any changes.
If you aren't willing to change anything then it's time for you to look at your options.
You need to think about motivating yourself if you want to improve your life.
Which of the motivators listed above will prove to be most effective for you? It's hard to say. Instead of focusing on one factor, try focusing on all five.
These will assist you in achieving your ultimate goal of becoming an entrepreneur.
Statistics
- “Life is 10% what happens to you and 90% how you react to it.” (oberlo.com)
- According to analysts, Johnson has high appeal in all four quadrants tracked at the multiplex: male, female, over-25 and under-25. (forbes.com)
- That means for $150,000, you could have bought 10 percent of Airbnb." (entrepreneur.com)
- "Most of the time when people ask me about motivation, 80 percent of the time, I attribute it to gratitude. (entrepreneur.com)
- Invest at least 30% managing those with authority over you and 15% managing your peers.” (americanexpress.com)
External Links
businessinsider.com
- 101 Best Inspirational Quotes For Entrepreneurs
- Why Elon Musk sets nearly impossible goals for SpaceX employees
due.com
cnbc.com
- This inspiring quote Jeff Bezos keeps in his fridge
- Richard Branson, Billionaire: Here are my top 10 tips to success
oberlo.com
How To
Are You a TRUE Entrepreneur?
True entrepreneurs create value for their customers and themselves. He takes risks, he builds businesses, and he makes money.
He doesn't wait for someone to come along and give him an opportunity; he finds opportunities himself. He is self-motivated, a leader and a winner.
A true entrepreneur can quickly make and execute decisions. He sees problems clearly and solves them creatively.
In his mind, there is little difference between business and life. Entrepreneurship to him isn't a job, it's a way to live.
True entrepreneurs are unafraid to fail. Failure is a part of success. True entrepreneurs embrace change and thrive in pressure.
They are driven to attain their goals and they never stop trying. They enjoy what they do, and that is why they are passionate about it.
They want to not only build successful businesses but also create happy lives for their families.
Next time you are feeling unmotivated, or confused about starting your own business, think this:
"Am I a true entrepreneur?" If you answered yes, then go ahead and take action. If you answered no, then perhaps it's time to rethink your career path.
