3 Copy Tips For Your Business
If sales is the heart of business, then copy is blood.
When copy's great, the numbers show it. When copy's bad, reform fast. Business works similar. Have you ever heard the phrase, "hire slow, fire fast." The same goes for copy. Write with options, test, and cut it quick if it’s not converting. Great copy writers are not easy to come by, and a clear understanding of the value to a company helps keep overhead low and partnerships strong.
1. The purpose of copy is conversion; don’t get attached.
Experts agree, no one knows if copy is going to convert. Sometimes we write and think it's horrible, but when it's tested, it converts high. The same happens in reverse. You never know until you test, so test and respond fast. If something doesn’t work, cut it. Hammer this home and drop sentiment from the equation. If you own a business, you already have a ton of tasks to keep busy. If you are attached to copy, it will hurt you; even when it's successful, as soon as it slows, pull and form the next.
2. Flow Format.
Headline, lead and convert. Keep a sales page as simple as possible, and make it as easy as possible for a client to convert. If someone has to think to buy a $29 (any price) product or service, you will yield a low conversion rate. Furthermore, if someone is not entertained by the story the copy tells and recognizes the problem you solve with ease, then you will not convert.
The writing must flow and be formatted on the page best for mobile. Most online traffic is via mobile, so if you format for mobile, it will convert to desktop easier. Most website building pages such as Squarespace, Wix, or Clickfunnels will default you to the desktop builder for the page. Instead of beating yourself over the desktop version, beat yourself up over the mobile version.
Tip from the masters: format the copy on a sales page from left to right and back again, mixing in images and white space. Keep it easy on the eyes and the sophistication should be suitable for your audience. Make it easy to justify and buy.
3. EVERY Conversion is Gold & Avoid Buyers Remorse at ALL Costs.
“If you build it, he will come.” - Field of Dreams (1989)
Have you ever bought something emotionally? Did the company you bought from take your money and forget about you? Would it have been different if the value of what you purchased was presented right away? What if that company had written some great copy to nurture the sale? We always hear about nurturing the lead, but I believe it's more important to nurture the sale and put the customer at the center of the model, not the prospect. If what you are providing has value, the traffic will come.
Let's use Launchpadds as an example. Launchpadds is all about automating the nurturing of everyone who communicates with your company, regardless of the point of the pipeline. The value of the software system technology is clear; communicate using live 360 behavior data, end multi-system chaos, save exponential time, and make more money.
How important is client communication in your business? If we communicate appropriately and relevantly with anyone who enters the pipeline, we will avoid buyers remorse and keep clients for the long haul. Keep a customer central approach to your business for longevity, and always develop great copy for the client.