The Best Marketing Tip To Boost Conversions
With comfy couches, local artwork decorating the walls, and the friendliest staff in town, when I really need to buckle down and get some work done I love visiting my favorite coffee shop.
I order my typical vanilla chai latte, (or maybe I’ll spiced it up with some chamomile or jasmine tea), and settle down at my favorite corner table close to the windows. Though the owners are busy bustling around, they always stop at my table to say hi and ask how I’m doing. The barista drops my drink off to my table, and I crack open my laptop with a smile on my face.
I’m comfortable. They know me here, and that makes me feel welcome the second I walk in.
Just as in life, creating personal connections in your copy is just as important.
You want your copy to speak to your readers, entice them in, and sit them down at the table with a steaming cup of tea (or coffee, if that’s your jam.)
Once they’re seated, they’ll be so much more likely to stay a little longer, and check out the services you’re selling with an open mind.
Connection Before Conversion
So often, people try to sell without making any sort of personal connection first. If I had entered that coffee shop two years ago and been bombarded by sales, promos, and offers, I probably would’ve never returned.
If your website copy screams at readers to buy, buy, buy without creating any connections, you’ll never get the conversions you’re looking for.
Of course the end goal of a sustainable business is to make money. We need to be able to close sales in order to keep providing our services, or selling our products.
As business owners, we aim for conversion, but what we need is to connect.
This is what connection looks like:
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Building trust with your customers
Trust is essential in turning visitors into clients. When writing your copy, don’t just focus on who your audience is, but on what they are struggling with. Paint a picture of what their life is like right now – their wants, needs, and challenges.
Show them that you know exactly what they are dealing with and that you can identify with them, without going straight for the sale.
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Write for your audience, not yourself
It’s likely that your audience will share a lot of traits as you. They can have similar interests or challenges, or fall in the same demographic.
But you always have to remember that they are not you.
They have their own personalities, likes, dislikes, and priorities. What you think sounds good may be the complete opposite of what your audience is looking for. Your website is meant for your audience, not for you.
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Tell a story with your content
Your copy needs to be able to compel your readers to actions. It should be a journey, where they come in and make a personal connection with your website. Once you’ve made that connection, you can talk about why you understand, then at last you can introduce your solution.
If you skip through this story straight to the sale, your audience will jump away as fast as they came.
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Sell benefits, not features
Though the features may be a great way to differentiate your service or product from the competitors, the real value of what you offer comes down to why your audience needs it.
They don’t need another meal plan. What they need is a way to build better habits into their daily routine so they can have more energy and feel better. People don’t buy features. What they buy is the idea that your offer will make their life better.
Being able to appeal to your customer’s emotions is how you will influence their buying decisions.
Your copy needs to be able to understand your ideal client’s pain points and tell a strong “why” of how what you’re selling is the solution to their needs. You need to paint a story that identifies the struggles and situations your customer has experienced, and position yourself perfectly as the answer.
If you want some helping in connecting with your readers, let’s chat.