Telling customers what they are going to get is very easy. Maybe it even makes us feel good when we realize what we’re doing for them. However, as long as we don’t make the difference between features and benefits clear, we are not going to sell. It’s really cool to tell a customer they’re going to get five videos or a comprehensive course. Unfortunately, we often forget to tell them why they should care. We don’t distinguish between benefits and features. The difference is quite simple. Features are what the …
How to Perform Funnel Analysis Using Conversion Checkpoints
Your conversion funnel is the entire online process that eventually results in customers buying your product. At each stage of the buying process, there is a checkpoint/spot where conversion can drop off. When this happens, you need to perform a funnel analysis. Funnel conversion problems start with driving traffic. Whether you’re running ads, using organic promotion, podcast, interviews, or whatever other promotion tactic you’re using… there is always the possibility something will go wrong. When it does go wrong, you might feel stuck on where to start or how to …
How To: Narrow Down Your Ideal Client
When you begin to market your business, you need to focus on reaching one single client – only one. Sure, one solitary customer won’t be paying all of your bills (and vacation fund – wink wink) but knowing exactly who you’re marketing to and tailoring every single message to that very specific person will give your marketing direction and cohesion and help you to position yourself as the expert to the people who need to hear you. The biggest objection I hear when I say that my clients need to …
How to get your copy read from beginning to end using the dual readership path
I won’t be surprised if you’ve never heard about the dual readership path before. It’s a hush-hush copywriter trick we use to make sure our copy is read from beginning to end. Don’t tell them I told you the secret. 95 to 99% of readers are going to skim your copy. They are not going to read it all. Even if they don’t skim, they’re not going to get all of the information in the first go. There’s a very small subset of people who will read every single word …
Copywriting Questions and Answers for Beginners
Copywriting is the new hot topic in marketing, with new copywriters showing off their successes online, offering courses on the trade, and writing hundreds of articles on doing the job well. With so much buzz around the term, freelance writers are more curious than ever about getting into the copywriting trade, which by online accounts is quite lucrative. As someone who has been a professional copywriter for over ten years, though, and with training from top copywriters like Dan Kennedy, I can tell you a couple of things about copywriting, …