So much time is spent on developing a beautiful ad, or an amazing video, or an impressive graphic, and not enough (or any) time is spent on what’s next - getting viewers or readers to convert in a meaningful, results-driven way.Ī perfect example: boosting posts on Facebook. Too often, I see independent schools focusing on creative over conversion. By analyzing the results of your marketing efforts on an ongoing basis, you can ensure you’re getting the most out of your efforts. There may be a different way to hook your reader to reduce bounce rate. There may be simple tweaks you can make to your messaging or you call-to-action that will improve your conversion rate. How much you love the content doesn’t matter - it’s all about the results. Is your ad bringing in more leads? Is your landing page collecting more inquiries? Is your email garnering the right responses? That’s why it’s important to analyze how your content is working. It’s not just feel-good storytelling - it’s a business tool. It’s designed to impact your school’s admissions efforts. Joanna Wiebe, the guru behind Copyhackers, reminds us that a key step in the conversion copywriting process is “Validation and Experimentation.” Conversion copywriting is designed to get clear, measurable results. However, conversion copywriting doesn’t stop with writing. (Anything that you expect to get you more inquiries and applicants!).You have to make it EASY to take the next step.Ĭonversion copywriting is less about you and what you’re offering, and more about your dream families and what they want.Ĭonversion copywriting techniques can and should be used to craft:.You have to convince them that what you are offering will really BENEFIT them.
You have to address all of their pain points and make them TRUST you.You have to prove that you UNDERSTAND them - their hesitations, their skepticism, their concerns.
#Conversion copywriting courses torrents how to#
You have to know how to HOOK your reader - to draw them immediately into the page.There is a lot more that goes into being able to write copy that makes audiences take meaningful action than summarized here (such as understanding SEO, direct response techniques, and being an overall creative copywriter in general), but as an introduction… NOTE: this is a 100,000-foot-view of what it takes to be a good conversion copywriter. This is the perfect way to ensure that you speak directly to your audience’s wants and needs. Once you complete your research, you can create Audience Personas: narratives that bring each audience segment to life and highlight key messaging to use in your marketing materials. It’s important to understand both the emotional and rational reasons driving their decision-making. The goal is to uncover insights in their own words so that you can address all their concerns in your storytelling.
(We’ll be creating an entire post on Voice of Customer research soon - so stay tuned, and make sure you subscribe if you’re interested!) You can do this through online surveys, interviews, even some stealth searching on the Internet. VOC research is a way to capture the real, authentic voice of your dream families as they describe their interests and worries, how they define success, what they care about, what their ideal school looks like, and any preconceptions they might have about your school or schools like yours. So, how can you get to know your dream families? It’s time to do some Voice of Customer (VOC) research. Only by understanding their wants, needs, motivators, and challenges can you begin to write copy that will inspire them to take immediate action. To write content that converts, you first have to know your audience.Īs with all school storytelling initiatives, conversion copywriting requires a deep and intimate understanding of the dream students and families you are trying to attract. It involves lots of research, technical know-how and testing … but the intense effort is worth it. It’s about understanding what will persuade your audience to take action, and then crafting content that leads them to take that action. All content on a page or in an ad is working together to prompt the reader to do the one thing you want them to do, such as:Ĭonversion copywriting is more about science than it is about creativity (though creativity still plays an important role).
Conversion copywriting is exactly what it sounds like: writing copy that is aimed at converting the reader to take a specific action.