Want better conversions? Get specific with your benefit statements

Welcome back! This Monday’s SEO copywriting how-to video post is about how specifics in your online writing help you sell more. Heather developed this piece in response to a reader question about how to increase the effectiveness of their web copy. In looking through the reader’s web content, Heather realized that one of the opportunities the copywriter could leverage was to make their marketing copy more specific.

While the general reader benefit statements were powerful, honing them to highly tangible and specific “what’s-in-it-for-me” language is what this copywriter needed to do to improve their conversions. So for those of you who have been struggling with writing better sales copy and are looking for any advantage you can find, you should find this most helpful:

1. So these are so-so benefit statements. (Let’s make them better…)

  • Boost your revenue!
  • Let us help you save time!
  • Save money!

The challenge? People have different ideas about what “boosting revenue,” “saving time” and “saving money” mean. The web copy doesn’t paint a picture. This is where the specifics come in…

2. Specifics take a good marketing statement and make it sexy

  • Boost your revenue by 30%!
  • What would you do with an extra hour every day?
  • Slice your expenses by $2,000 a month!

So you can see how these highly specific benefits, expressed in such personalized, concrete and precise terms, can be something simple to leverage…

3. So what does this mean to your online writing?

  • Track how you’ve helped your customers – what specifics can you uncover?
  • Try to back up any “general” benefit statement with an exact number or percentage.
  • Don’t feel compelled to “round up.” If you’ve boosted profits by 27.6%, it’s OK to use that stat.

If you haven’t yet asked your customers for testimonials, now would be a great time to start. Ask them if they can provide you with any precise specifications in terms of numbers and percentages. Studies have shown that accurate, factual spec’s (e.g., 27.6% as opposed to 25- or 30%) are found to be more credible by prospects. And besides, it’s the truth of the matter!

Try these suggestions and watch your conversions improve!

Thanks for tuning in and please drop Heather your question  at askheather@seocopywriting.com. See you next Monday!


Interview with the Conversion Scientist, Brian Massey

The Conversion Scientist, Brian Massey

Brian Massey is the Conversion Scientist at Conversion Sciences and he has the lab coat to prove it. His rare combination of interests, experience and neuroses was developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, national speaker and writer.

Conversion Sciences was founded to fill the Web with helpful, engaging and entertaining online Web sites that convert visitors into leads and sales. Brian has helped dozens of businesses transform their sites through a steady diet of visitor profiling, purposeful content, analytics and testing.

So how did it come to pass that you became the “Conversion Scientist?”

Well, I knew that few business owners were waking up in the middle of the night in cold sweats screaming “I need an online marketing strategist,” which is what I technically do. Even fewer are screaming for a “Conversion Scientist.” However, the next best thing to having someone say, “Oh, I need someone like you,” is having them say, “You’re a what?” And I can explain conversion in a sentence.

The Sciences theme plays to the fact that my practice is very data-driven: “I get no pleasure if we don’t measure.”

In your opinion, where is the art of conversion copywriting going?

I think it is going cross-channel. To be a good copywriter, you must be able to be persuasive on a landing page, home page, product page, etc. To be a good Conversion copywriter, you have to be able to write a video script, summarize the major points for the landing page, create the series of blog posts that tease the video, compose the white paper that the video pitches, integrate the search key words in all of this and then cram it all into 140 characters… all in a week.

The only way to really know what to write without doing a lot of research is to watch your results. You have to know which topics get clicked. You have to know which headlines get sales. You have to know which search terms like which offers.

A good copywriter watches the numbers.

Do you have any words of wisdom for SEO copywriters about conversion optimization?

Get comfortable reading Adwords analytics and site analytics. Figure out what works for humans (conversions) as well as the search engine (visits). Then practice, and when you get good, charge a whole lot of money.

Besides actual text, what are other ways to induce conversions?

Use big buttons that call people to action. Draw boxes around important points you want to make. Strike stock photography from the site. Add a video. Shorten your signup form. Add trust symbols and logos to your pages and shopping carts. Most importantly, know the person who typed in the page URL or search term, and why they did so at this point in their life. Then make them glad they did.

Where do SEO copywriters “fit” in the overall conversion equation?

Copywriters have more ability to affect conversion rates than any other contributor to the online marketing equation. Richer images can be drawn with words than with Photoshop. Headlines can be more emotional than photographs. Designers assume they have 8 seconds to get someone’s attention. Good writers will capture visitors for minutes. A picture is worth a thousand words, but it’s still the words that count.

Why does it sound like I’m so full of shit? Because writers don’t know how to defend themselves. Most marketing firms believe that, because they own Word, they are qualified to edit a writers’ work. As a result, writers suffer from PRPSD: Post Red Pen Stress Disorder. By the time a corporate committee has finished “reviewing” their work, the storytelling, metaphor and color have all been bled out of the best copy. Copywriters begin to just do what the client asks rather than fight the battle. Copywriter heal thyself. Every situation is different, but I would recommend the following:

Be the most expensive in your industry/area /subject matter. This gives you the freedom to rewrite and do more research if necessary.

  1. Set expectations up front: “I won’t let just anyone edit my copy.”
  2. Don’t EVER assume that the client knows their customers, especially on the Web.
  3. Get good at doing personas of Web visitors. These fake people will rise to your defense when your copy is attacked.
  4. Threaten to fire clients frequently.
  5. Gather data from every client you don’t fire to demonstrate your prowess.
  6. Call yourself a Copy Scientist, Persuasion Editor, or Conversion Linguist… and then kick ass.

Start adding conversion skills to your arsenal NOW. Subscribe to the Conversion Scientist by email or risk missing something very important to your work. Sign up at The Conversion Scientist.™




How good pick-up lines can help you write better B2B Web copy

When you were single, did you use the same pick-up line every time?

If you were talking to the smart guy (or girl,) you probably led with a brainy comment. If a hockey fan caught your eye, you’d chat about the Stanley Cup and the Bruins. If you thought an outdoorsy-looking person looked hot, you may mention your love for everything REI.

The key is, you’d change what you’d talk about depending on your, um, target audience. I bet it even came naturally. You’d do it to make a a better connection, faster – and move him or her to your next conversion step (asking them out.)

Why don’t we take the same care with our Web copy?

Many B2B Websites use the same pick-up line, expecting it to work with every audience they work with. Rather than personalizing the reader pitch, their Web copy is the equivalent of “Hey, baby. How YOU doin’?”  It’s general. It’s untargeted. It’s all about them. And it doesn’t show that the company understands anything about their target audience.

Sure, this approach may work some of the time. But it won’t work most of the time. Here’s what to do instead:

I’ve talked before about creating vertical-specific landing pages for B2B copy. This gives companies two distinct advantages:

  • You can speak specifically to what’s important to a defined customer persona. For instance, dental offices and real estate agents buy mailing lists. However, the benefits to a real estate agent (finding possible home buyers within a certain demographic group,) is different than dental offices (finding families within a certain zip code.)
  • Splitting your pages up by vertical allow you to capitalize on less competitive (but still highly targeted) keyphrases. For instance, it could be tough to gain a competitive ranking for the phrase “mailing list.” It’s a heck of a lot easier to position for “real estate agent mailing lists.” Plus, searchers entering your site off that phrase would be highly targeted.

For instance, let’s look at this example from Constant Contact:

You can see how the company was able to customize the copy (and the application list) for the target audience.

Compare this to another Constant Contact page targeted towards consultants:

See what they’re doing? Their pick-up lines are personalized for the audience. They know what real estate agents and consultants want to hear – and it’s addressed in the copy. The “voice” is personal and friendly, not the B2B equivalent of “How YOU doin’?”

In short, the way they wrote their copy helps them make a better connection, faster, with their audience.

And I bet their copy converts like crazy, too.

What do you think? What’s your favorite way of connecting with your target audience?

SEO copywriting vs. social media writing: What’s the difference?

It’s not often that something leaves me speechless.

I was chatting with someone who said, “SEO copywriting is so 10 years ago. Now it’s all about social media writing.”

Uh, what?

That’s when I realized that some people believe that SEO copywriting and social media writing are two different skill sets.

Back in the day (around 2001,) “SEO copywriting” was more commonly referred to as “writing for search engines.” It encompassed any keyword-based online writing, including directory listings (I remember when getting a Yahoo directory listing was a big deal,) articles, PPC ads and sales-oriented pages.

The term “SEO copywriting” came about to differentiate the unique direct response writing style that grew out of this new niche.  Copywriters were forced to satisfy two “target audiences”: The automated, soulless search engines (making sure the right keywords were in the right places the right way,) and prospects (using proven direct-response techniques to encourage the sale.)  As far as I know, it’s the first time that copywriters were “forced” to include certain words in the text just to make sure that their target audiences could find the page in the first place.

Granted, us “writing to sell” copywriters were still creating articles, white papers and other types of “non-sales” writing. We just lumped any keyword writing service under the SEO copywriting umbrella.

Now, we have blogs, Twitter and Facebook. We’re communicating with folks in real-time, breaking down the stuffy corporate Website walls and humanizing our companies. We write linkbait posts to drive traffic, send targeted Tweets about our companies (knowing that tweets appear in Google and Bing search results, too,) and pray that people Stumble and Sphinn our latest musings.

From where I sit, social media writing is just SEO copywriting in a different wrapper. Social media writers need to understand keyphrase research (like SEO copywriters.) They need to understand the audience and write incredibly engaging content (like SEO copywriters.) They are writing content to meet a specific goal: More subscribers, more search engine traffic, more referrals from Twitter, more interest in a product or service.

In short, the same thing a SEO copywriter typically does – just with a more trendy name. 🙂

Having said that, there are some important differences.

  • Not all social media writers know how to write to sell. Direct response copywriting is a very unique skill set that’s based in neuropsychology, psychology and years of testing. A general blogger (who doesn’t usually write sales copy) may not write copy that converts as highly as a dedicated copywriter. To paraphrase Austin Powers, direct-response writing, “may not be their bag, baby.”
  • By the same token, some copywriters can’t shake the sales out of their writing no matter how hard they try. They try to write an informative blog post and make it sound like a squeeze page. The immediacy of Twitter, (“What do you mean I can’t edit my Tweet once I’ve hit send. What if I think of another way to say it?”) freaks them out. Sales copy keeps them happy. Anything else…not so much.

What do you think? Are there any other major differences between SEO content writers and social media writers? What do you call what you do for a living (or what your in-house copywriters do?). Copywriter or social media writer?

3 ways SEO can ruin content

Last December, Lee Odden from Online Marketing Blog wrote a post called,“Content Strategy and the Dirty Lie About SEO.” At the end of the post, he posed the question – the question that’s been debated ever since “writing for search engines” has existed:

Do you think SEO ruins content?

I had to think about that, as my first reaction is not just “No” but “Hell no – SEO doesn’t ruin the content.”‘

But the more that I thought about it, the more I thought, “Well, sometimes it does…under very certain circumstances.” Here’s when that is:

  • When the content was written by an inexperienced SEO copywriter. Most “keyphrase-stuffed” content I read comes from folks who think that SEO copywriting really is a bunch of keywords separated by commas. Their clients tell them that they need a 500 word article, and the keyword needs to be in the copy at least 30 times…so that’s exactly what the writer provides. In this case, the writer doesn’t know enough to educate the client about best practices – and they end up writing keyphrase-stuffed drivel. Writing generated from content mills often falls into this category.
  • When the article/blog post/FAQ was only written for search engines, and the site owner/SEO doesn’t care if anyone really reads the article. I’ll see this technique used by companies who want to position for a competitive term, so they write tightly-focused articles around one keyphrase. Unlike the article written by an inexperienced SEO copywriter that attempts to make sense, these articles are stuffed with grammatical errors and are darn near incoherant (sometimes this is because the site owner had non-English speakers create the copy.) You’ve seen these types of articles all over the Web…but you’ve probably never read one. Why would you? There’s nothing of substance to read.
  • When the company hosting the article decides to bold every keyword, include a long list of “related keywords” at the end of every post. The various (and random) bold and italicized keywords renders the page impossible to read.

So, what’s perhaps more accurate to say is: Smart SEO doesn’t ruin good content. It enhances it, in fact – making it easier to be found in search engines and shared via social media. If you’ve mastered the art of online writing for both engines and people, you have a very valuable skill set.

On the flip side, yes, stupid SEO will ruin content. And your conversions, too. As my father used to say, “You can’t make a silk purse out of a sow’s ear” – and repeating a keyword incessantly will not suddenly transform the page into “quality content.”

It reminds me of what some folks say about sales copy being too “sales-y.” There’s a way to include a call-to-action that gently leads someone to the next action step. And there’s a (wrong) way to do it that beats them over the head with hyped language, bold and italics (Hmm. now that I think about it, what IS it about bolded and italicized text?).

What do you think? Is SEO the death of good writing?

Blending sales copy with optimization: Ka-Ching!

Greetings!  Today we’re picking up where we left off last Monday, and transforming our notes for our online content into well-structured web pages that will grab our readers’ attention and convert them with powerful direct response strategies!

First, you need to be clear about what you want folks to do once they land on your web page:  what steps do you want them to take?  Buy your product?  Subscribe to your service?  While it may seem a painfully obvious point, it’s an easy one to miss:  if you want your customers to take a specific action, then you need to tell them exactly what to do!

Ask for the Sale

This simple and amazingly effective sales technique is premised on that age-old saying: ask, and you shall receive.  But you have to ask, not merely hope for.  “Asking for the sale” implies just that: asking your customer, however subtly, to buy what it is you are selling.  You’ve certainly experienced a sales person handing you a pen while sliding the requisite purchase agreement towards you:  that is asking for the sale.  If you think about it, you can probably recall dozens of times you’ve been asked for the sale.

But Don’t Ask for Too Much, Too Soon

A critical caveat to asking for the sale is:  don’t ask for all of your sales at once!  You’ll overwhelm your customer and they’ll switch to “overload” and click off your page! This is particularly true of product/service pages, and this is where structure comes in:  you need to scale down your offerings and guide the customer through the sale.  Help your customer make a choice by narrowing their choices!  If you’ve more than a few different variations on one theme or product, then parse them out according to some organizing principle, such as “top sellers,” or “newest,” or “discount,” something that makes a buying decision more simple and gratifying for your customer!

Pay Attention to Your Tone and Feel

Second, you need to match your message to the customer’s mood.  This is somewhat intuitive turf that defies a “one-size-fits-all” formula — as is the case with most online writing.  It harkens back to knowing your perfect customer, and is geared towards letting your prospects know that you “get” them.

Recall those questions from last week’s brainstorming exercise?  They apply here:

  • What is the likely emotional state of my prospect?
  • What objections do I need to overcome?  How do I best express my value?
  • What benefits are most important to my customer?

Create Headlines that Promise Benefits

Third, tied directly to the last point, you need to convey a benefit to your customer immediately and up-front, in your headlines.  It’s a given that visitors scan (don’t we all?) and research has proven that dominant headlines grab the reader’s first!  Not only that, but the first couple of words determine whether the reader is going to continue reading your message.  So, you have to make them count!

Adding to that is the optimizing power of headlines for search engines.  Keyphrases count here, as headlines are what search engines “see” and weigh more heavily in churning out search results.  So yeah, your headlines are incredibly important!  In crafting your headline, be sure to:

  • Choose the most important keyphrase for the web page and focus your headline around that phrase
  • Convey the immediate benefit/s to your customer to grab their attention
  • Word the headline such that it lends itself to a quick-scan: easy to read and fast to grasp, while containing your main keyphrase

Hope you enjoyed this week’s post, and thank you for tuning in!  Next week, we’ll delve into developing compelling content paragraph by paragraph!  See you then!

Is your sales copy hurting your conversions?

The last week has been a most interesting experience.

My 30-day goal is to buy a new car. This is a big deal to me because (1) I keep my cars forever (like, 20 years,) and (2) I find car salespeople a tad on the challenging side. Imagine my thrill when I realized that I can go through my insurance company, pre-negotiate a deal and be linked to three dealers (thank you, USAA.)

That’s the good news. The bad news is that most of the car dealers have done everything possible (from a copywriting perspective) to push away my business. Here are some examples:

  • Not one car dealership has asked me how I want to be contacted. Yes, I know that “coming in and taking a test drive” is their bread and butter. And they want to actually talk to me rather than chatting via email. But here’s the thing: That’s not what I want. The car salespeople are trying to force their definition of the “next step” (talking on the phone) without hearing mine (let’s chat via email first.)The big takeaway here is: Know that all prospects are different. If you force people to contact you the way you want them to, you may lose conversions as a result
  • Their autoresponders don’t “mesh.” This was the second email contact I received from the dealer – five minutes after receiving their first email (you may need to click on the graphic to read everything).

    First, the signature line in the email correspondence doesn’t match the “from” address – so this looks like an autoresponder. Not a huge thing, but you’re left wondering whether you should contact Amber or Misti. Second, the email doesn’t ask how I would like to be contacted (again.) And finally – there is nothing compelling about this email at all – no restatement of benefits, nothing about special financing offers. Nothing. Benefits sell, folks – and if you don’t clearly tell your customers “what’s in it for them,” they’ll find someone else who will and buy from them instead.

  • The emails I did receive tried to sell me on other (pre-owned) vehicles. Think about this: A prospect comes to you with very specific requirements. She’s ready to do a deal. Do you come back and say, “I know you want THIS – but how about THAT?” Hell no! You take her money and do the deal. If I would have wanted a pre-owned vehicle, I would have asked for one.
  • Remember, people get confused with too many choices. And a person who has spent the time to outline exactly want they want is a pretty motivated buyer. To throw choices at them that they didn’t ask for will overwhelm them at best – and frustrate them at worst.  The takeaway here is to know that upselling is fine (when you do it well,) but offering a completely different choice is not.

Has this process turned me off from purchasing a new car? Not at all. I can (mostly) understand why they’re doing what they’re doing from a sales perspective – there’s just things they could do better. And I have received (non-autoreponder) emails that have addressed my concerns. The big lesson here is – evaluate everything you do from a content perspective. Read every autoresponder you send your prospects. Review every customer relationship management process. Review your content and make sure that it’s informative, benefit-rich and actually answers your prospect’s questions. People won’t tell you things like, “Hey, your autoresponder doesn’t mention any benefits.” They’ll just walk away. And that’s much more expensive than having to rewrite an autoresponder series, Web page or brochure.

Does your content piss people off?

A few days ago, my husband and I were watching an ad for Teleflora. It was your typical Valentine’s Day ad – a woman received flowers at work – but they were brown and wilted. She was obviously disappointed. The lesson: If you don’t purchase your flowers from Teleflora, the love of your life may question how much you really care.

The ad made my husband angry. First, he said, why are all Valentine’s Day ads targeted towards men? Why aren’t there any targeted towards women? After all, they buy Valentine’s Day gifts too (good point.)

But what made him the most angry was what he felt was the subtext of the ad. In his words, “OK, so I’m a tool if I don’t send flowers – and I’m even more of a tool if I send flowers and they aren’t the right kind. Men can’t win.”

(Fair disclosure: My wonderful husband celebrates Valentine’s Day 365 days a year. His ad resistance had everything to do with the messaging, and nothing to do with the concept of celebrating your beloved.)

When you’re writing copy, it’s so important to consider how the target audience will feel about your content. On the surface, the Teleflora ad was probably seen as witty and original. But since the target audience is men – and men are getting told yet again that their gifts had better measure up on Valentine’s Day – how effective was this ad, anyway?

This is especially important if you’re writing copy about “touchier” subjects. For instance, think of people who need high-risk car insurance and SR-22 forms. This population is already facing higher insurance fees, and are dealing with the stigma of needing a SR-22 in order to drive. If you are part of this target audience, would you rather read:

“Accidents, violations = OK!” (The General Car Insurance) or…

“This is auto insurance for people that many insurance companies do not desire to insure or for people that have had a policy cancelled” (High Risk Auto Insurance Ontario.)

You see the difference? The General makes a positive statement (OK!) while the other site reminds the visitor that yes, they did mess up royally.

As I stated in “Do You Know What Your Prospects Are Really Thinking”, your target audience is looking for excuses to NOT buy from you. When you write content that disempowers, embarrasses or freezes prospects with fear, they won’t react well. In fact, the only reaction you may see are huge bounce rates.

The important takeaway from these examples is to always – and I mean always – put yourself in your target audience’s shoes. Ask yourself how you’d feel if you read the copy. Would you feel empowered and positive (OK!) Or would you feel like, no matter what you did, it wouldn’t be good enough (Teleflora.)

Focus on writing copy that’s empowering, exciting and informative. You won’t piss people off – and your site conversions will show it.

(Private note to ProFlowers – your site is still focused around Valentine’s Day – and it’s the 16th of February. Oops!)