The Unsexy Secret Behind Copy That Converts
One of the most frustrating things for me as a copywriter is working with clients who don't know exactly who they're talking to.
Yes, I'm talking about your Ideal Client.
If you've spent time in the online marketing space, there's a good chance that you've been advised to clearly define your Ideal Client, or even to create an Ideal Client Avatar as a tool to help you focus your copy.
Problem is that when clients come to me, the work they've done around their Ideal Client often doesn't go deep enough.
That makes it hard for me to write compelling copy that converts.
What a lot of my clients don't know is that the REAL secret to effective conversion-focused copy is RESEARCH.
Unsexy as it is, getting more sales in your business often means conducting interviews and surveys, and data-mining reviews, Facebook groups, and competitor websites for the voice of your customer.
Do my clients want to pay me to do research?
Not usually, unless they've studied conversion copywriting.
In fact, when I break down my process for my clients, some of them ask if I can skip the research phase and spend more time writing.
My answer? A hard no.
Why Skipping Research is a No-No When it Comes to Conversion Copywriting
1) High-converting copy is well-researched copy
Conversion copy uses your Ideal Client's words and thoughts, in the catchiest possible way.
I don't mean that the copy "kind of" sounds like them.
No, it sounds EXACTLY like them.
You want to collect the voice of your customer using things like interviews, surveys, and data-mining, identify the language that's "sticky" or attention-grabbing, and then drop the exact, word-for-word things that they say/write into your copy.
Why does this lead to more conversions?
Because it builds trust with your Ideal Client.
If your Ideal Client doesn't believe that you understand their problem, they won't trust that you can deliver the solution, either.
Show them through your copy that you not only know what they're struggling with, but also deeply understand what's getting in their way when it comes to solving the problem and you'll earn their trust.
2. It takes me LONGER to write copy when we don't do research up front
Beyond the fact that research leads to better conversions, it also makes writing your copy a whole lot easier and faster.
In fact, the more voice of customer data you can provide your conversion copywriter, the easier they'll find it to write your copy.
When I sit down to write an email sequence or sales page for my clients, I flesh it out using the voices of their customers and information I've gathered (or my client has gathered) through research.
If my clients and I don't do research up front, what I write is creative, not data-driven, and it takes soooo much longer for me to write because I don't have anything to base it on.
Will my copy still sound good?
Sure, but it won't convert as well, which costs you $$$.
What Your Research Needs to Capture
Whether you conduct in-person interviews, survey your email list, or collect information about your Ideal Client through Facebook groups, it’s especially important to gather the following info:
The biggest problems your Ideal Client faces
Your Ideal Client’s desired end state
The limiting beliefs getting in your Ideal Client’s way
What your Ideal Client fears will or won’t happen as a result of buying your offer
It can be helpful to keep in mind that your copy’s job is to coach your Ideal Client through the sales process and stages of marketing awareness.
Before you write your copy or hire a copywriter to write it for you, you should be able to answer the following questions IN DEPTH (and at a minimum):
What’s going on in your Ideal Client’s head when they find your website? What did they Google to get there?
What are your Ideal Client’s fears? What are they afraid will happen if they sign up for your program? What do they fear will happen if they DON’T sign up?
When your Ideal Client clicks on the button to “Enroll now” or “Sign up,” who’s the person they imagine they’ll become as a result of doing so?
What limiting beliefs are getting in the way of their taking action? What do they need to believe instead in order to overcome their obstacles and take that step forward to the outcome they’re hoping for?
The Biggest Takeaways
Copy that converts requires extensive knowledge of your ideal client
In order to write high-converting copy, you need to gather information about your Ideal Client through research
It takes longer to write copy when you don’t do your research
Your copy’s purpose is to coach your Ideal Client through the sales process
Wanna uplevel your email sequence copy? Download my free guide, 7 Secrets to a Welcome Sequence That Sells Without Being Sleazy.