When it comes to writing copy, is your goal just to entertain and/or educate? Yes, these are two essential aspects, but you also need to make sure your copy does one other thing –> CONVERT!
Conversion copy (aka the words on your website and sales pages) isn’t the same as other types of writing. I know that “conversion” is such a buzz word in the online business world, and you’re probably sick of hearing it, but without conversion, you don’t really have a business.
I know this sounds a little harsh, but to continue on with your business you need those dollar bills, not just comments on IG saying, “awesome tips!”.
So how do you guide your readers through the mental shifts needed to make an investment in you and your products?
I recently finished the book The Psychology of Persuasion by Robert Cialdini, which talks about the power of influence and six tactics that motivate humans to alter their behaviour.
- Commitment & Consistency
- Social Proof
In today’s blog post, I’m going to give you a recap of what I learned from the book and show you some real examples of persuasive copy and actionable steps so that you can increase your conversion rate and build a magnetic brand. Ready?
Reciprocity means that if someone offers you something nice, you are more likely to return the favour. A great example of this is offering free shipping, a free audit, a free 15-min strategy call, or some other type of freebie in exchange for your visitor’s email. Techniques related to this pattern are very effective for trust-building and getting your prospects’ feet wet without forcing them to make a “real” commitment.
2. Commitment & Consistency
“Every single ask is a sale”. Heard that before? Great copy gets people to take action quickly. One of your goals of writing copy should focus on getting those small “yeses” because people tend to follow through the sales process quicker if your copy keeps them engaged and gets them to read the next thing and take the next step. This is why you see sales pages often using phrases like Does this sound familiar? Are you following me here? Are you in?!
You want to use language like this consistently throughout your website because your readers are more likely to make a desirable action (aka buying from you, booking your service, etc.) when they hear something more than once. Did you know someone has to hear or see something 7 times before they take action?! Crazy stat, right?
It’s also helpful to use this tactic on your social media platforms. Every time you ask your followers to participate in polls, question boxes, or direct messages, you’re inviting them to commit to a small ask. When you do this consistently, your followers are more likely to engage and take action when you launch something bigger.
If you’re worried about sounding like a broken record by talking about your services/products “too much”, I love this reminder from sales expert Macy McNeely: “When you’re tired of talking about what you do, it’s when people start to listen”.
3. Social Proof
You’re more likely to like something and purchase it if other people like you have had a positive experience with it. FOMO is realllll you guys. While we don’t wanna sound desperate or pushy, it can be beneficial to show some social proof on your website (or anywhere really).
Social proof also helps out your potential clients/customers who are not sure or confident enough about making a decision, as they tend to observe and eventually base their decision on the choice of the majority.
PRO TIP: A great habit to get into is to take screenshots anytime you get social proof from your clients or customers online and store them in a folder to pull from when you’re creating your sales page or website copy or sharing on social media.
Generally speaking, you say yes to people who you admire, like, or are inspired by. That’s why your UNIQUE brand voice is important. You want to showcase your personality, values, and lifestyle in your copy. In order to do this well, you need crystal clear brand messaging so that you can connect with your ideal clients on a deeper level. The online world is busy; you always want to think about ways your copy can stand out so that your readers remember YOU and YOUR brand.
It’s obvious that authority is one of the strongest instruments of persuasion. People look up to leaders and authority figures. How can you start building authority? Overcome your audience’s objections and be an expert who can speak directly to their questions, pains, and desires.
How can you find these things out? Look at questions asked on your most popular social media posts and dive deeper. Another great place to look at is Amazon reviews on books in your own field. Not only can you find out exactly what questions your ideal audience is asking, but what language they are using.
Back to the FOMO concept! Instead of offering discounts, you can increase the value of your product/service by offering a special bonus or 1:1 access that’s only available when someone signs up within a certain period of time. This is why you see countdown timers on emails for offers that instantly make you think, “Oh, time is running out. I need to look into this ASAP!” The psychological theory behind this tactic is that when your options are restricted, the importance of keeping these options available makes you want them even more.
When you use all these 6 tactics together, be ready–your inbox will be flooded with inquiries!
If you’re looking to take your website traffic from crickets to conversion, check out my 1-day VIP intensive designed to provide you with hands-on support, refined, personality-infused copy, and the brand messaging you’ve been dreaming of.