Is An “Essential Skill” That Can Be Learned
By: Elizabeth Neal | MyAmazingContent.com
Note: The “writing” in this article may have affiliate links. By FTC Standards I am required to let you know that affiliate links are present. I may make a small
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Sometimes in “blogosphere” things can get slow or give us the feeling that they are just chugging along. When you are stuck and not seeing the numbers or subscribers coming in that you want for your business, you may be tempted to believe that the problem is your platform and maybe it is not “big enough” or that your website is not “interactive enough”.
However, you know that you are offering quality products, great services, and excellent customer service but only a few people are subscribing and few are actually buying from you.
Many small business owners and solopreneurs that experience these problems are usually the results of “poor copywriting”.
The good news is that persuasive copywriting is an “essential skill” that can be learned. But first, you have to understand that some things you might believe about copywriting are actually myths that are harming your business.
A resource for Copywriting is Copy Writing Sales Copy.
Myth Buster #1: Copywriting is all about selling.
Some small business owners believe that copywriting is the equivalent of
going to a cocktail party and screaming “Buy
my product!” to every person you meet.
This could not be further from the truth. Copywriting is about so much more than selling your product or program.
Copywriting is about serving your audience. You can use persuasive copy to address your customers’ concerns, help them make smart buying decisions, and offer solutions to their needs.
Myth Buster #2: Copywriting is all about action.
Many small business owners and solorpreneurs think that every piece of content they create has to have a call to action, but that is not true. Most of the time, you will be creating content to increase your customers’ awareness. This can be called the “like, know, trust” factor.
The ‘like, know, trust’ factor is about guiding your potential customers through the buying stages. In the first stage, known as like, you will share content that makes your brand likable. In the second stage, you will give potential customers content that informs them. The third and final stage is known as trust. It is the point where your customers will decide whether they should purchase your product or service.
Myth Buster #3: Copywriting is all about you and your business.
Copywriting is not focused solely on you or even your customer. The best copywriting strikes a balance between “about you” and “about your reader”.
You want your copy to show your understanding of and compassion for your ideal clients’ situation. Your copy should highlight that your business cares and why your brand is the best one to choose.
Your “Headline” will also determine your success – a resource is Headlines.
Myth Buster #4: Copywriting is all about making your brand look perfect.
Persuasive copywriting is not about positioning your brand as perfect.
It is about connecting with your reader on both an intellectual and emotional
Your potential customers want to know about your expertise, but they also need to know that you understand them. One simple way to do this is to share stories about your brand. Do not be afraid to include stories about your business’s failures.
Do not make the mistake of thinking that your copywriting is set in stone. Even expert copywriters create several drafts before they find a version that truly connects with their readers.
The important thing is to keep testing your copy until you find what works best for your business. I have included a copy of “Sales Letters” for you.
How to Know if Your Copywriting is Successful
When it comes to persuasive copywriting, you might be wondering how to tell if your copy is successful. In an ideal situation, you would update the copy on your website or sales page and a flood of new customers would come clamoring to you.
But for many small business owners and solopreneurs, this does not happen. So, how do you know if your copy is helping or hurting your business?
Why Conversion Rates Matter
When you create a copy, you should have a call to action included at the bottom of your page. You can use a metrics program like Google Analytics to see how many visitors follow through on your call to action. The visitors that perform your requested action are known as ‘conversions’.
Most industries have a conversion rate of 1-2%. That means for every 100 visitors to your website, only one or two will complete the call to action. This is typical and not usually a cause for concern.
Always Measure Conversions
Once you are familiar with your typical conversion rate, you can tweak
your copy and study the results.
For example, if you have a sales page and you tweak the headline, you will look at your conversion rate to determine if the newer headline is more effective. If the headline is better, you will usually see an increase in your conversion rate.
But if the new headline is not connecting with potential customers, then you will most likely see a decrease in your conversion rate.
Tweak One Thing at a Time
Now that you understand conversion rates, you might be tempted to make
several changes to your website and see how visitors respond. But that is not a
If you make multiple changes and your conversion rate plummets, how will you know which element caused the problem? You will not and you will be stuck with a website that is no longer converting visitors into customers.
Beyond Your Website
Conversion rates are used in other forms of marketing besides your website. For example, if you purchase a Facebook advertisement, you will be able to see analytics (called Facebook Insights) about your campaign.
You will be able to see a conversion rate for your advertisement so you can tell if your ad was successful or not. This is not specific to Facebook. Almost every social media network that allows you to buy advertisements will provide you with detailed metrics including conversion rates.
Tracking your analytics across your website and social media platforms is a valuable way to learn more about your audience. It also gives you the opportunity to see what type of copy your audience responds best to.