In the digital age, good copywriting gives the right prospect the right message, on the right channel and at the right stage of the buyer’s journey.
This means that pretty words and neat designs give way to an understanding of consumers’ needs and expectations at every stage of the buying process.
So here are 5 tips to optimise your conversions by focusing on copywriting.
No. 1: 7 seconds to convince.
And that’s very generous! It is therefore important that the first message your prospect reads, and this is usually the title, is the information about your product or service that is most valuable to your prospect. Think UVP: Unique Value Proposition.
So, when you write all your marketing arguments alongside your buyer personas, remember to rank them in order of importance or priority (for your targets of course, not for you ;).
Be careful that the images used do not take up all the consumer’s attention. I’ll give you an example. For example, we know that images with babies are popular on the Internet (remember Evian? :D). But according to an analysis of several ads with babies, researchers have noticed that when the baby is facing the front, it monopolizes all the attention of the Internet user to the detriment of the copywriting, whereas with a baby whose face is in profile, people tend to pay attention to the text.
No. 2: Never present the solution before you have “sold” the problem.
Never assume that your prospects know what they want to buy and why. If they don’t think they have a reason to buy, they won’t buy.
That’s why most Facebook and Instagram ads follow a very simple logic:
At the TOFU (Top of funnel), i.e. at the level of ads that target cold traffic, you have to explain the problem and its impact on the target audience’s life.
In the case of a photography course, for example, if the primary target is photography enthusiasts, we can talk about the frustration of knowing that we have a talent in a certain field but our technical skills don’t follow, that we have beautiful ideas but lack a certain technicality.
In MOFU (Middle of Funnel), we will retarget (through retargeting) people who have shown interest in TOFU ads, and explain to them how the product or service, in this case photography courses, are the best solution to deal with this problem.
And finally, in BOFU (Bottom of funnel), the level at which people have already expressed some interest, seen the product or service and visited a landing page but may not have signed up, we will talk about any remaining frustrations they may have (with testimonials for example) and encourage them to complete the action they are looking for by showing them how we have been able to help others overcome the same problem they are experiencing (the importance of social proof).
No. 3: Promote clarity over persuasion
Clearly communicate the magic about your product or service directly. If your prospect finds it valuable, it will be enough to draw them in and get them to interact more with your ad.
If you’re not a great writer, that’s not a problem: remember that in real life we trust an eloquent salesperson less because we’re afraid of being unwittingly persuaded, whereas a salesperson who speaks more openly to us gains our trust more quickly.
Here is an example of a health insurance company. Their tagline was: ”You can’t be too careful”.
In order to test whether clarity or persuasion would win out, the company did an A/B test by also trying a second headline: ”Our travel Medical Insurance has provided peace of mind for over 35 years”.
The results? The second headline triggered a 330% increase in conversions.
4: Remove all the fat
To quote Einstein: “If you can’t explain something simply, you don’t know enough about it”.
Do not use too many words in your copywriting. If you can’t do it, maybe you should get someone else to do it.
Stick to the basics!
5: Make your call to action clear.
If on a date with someone they ask you directly for your hand in marriage, chances are you will say no. And yet, we see many companies asking us to buy when we are just there out of curiosity to gather more information.
Here is an example from Renault Morocco that illustrates this problem:
Following a Top of funnel advertisement about a discount on the Renault Megane, the Internet user is directly asked to fill in a form to “take advantage of this offer”.
But if we really want to buy a car at this stage, what would we expect at this stage?
At the very least, it would be to book a test drive or a call with an advisor, no more!
So why are we already being asked to take advantage of the offer? After all, buying a car is a considered purchase that cannot be done with two clicks, right (well, not yet)?
It must be said that there is still a long way to go before brands really master the conversion tunnels.