Key Takeaways
- The role of copy as it relates to turning browsers into buyers.
- Actionable tips on writing copy that not only resonates with your audience but also converts them into loyal customers.
- The importance of understanding your audience, structuring your content for clarity, and employing persuasive writing techniques to encourage action
- The significance of a clear call-to-action to guide potential clients towards making a decision, ensuring your message is not only heard but acted upon.
Listen In
Watch the Podcast
Connect with Rose
Raw Transcript
Speaker 1 (00:01):
And today I am talking with Rose Crompton copywriter, who’s going to share with us some actionable tips and strategies on how to write effective and powerful copy that will charm your visitors and convert them into paying customers. So thanks for joining me, rose.
Speaker 2 (00:32):
No problem. Thank you for having me, Barb. Thanks for inviting me on and, uh, and being able to chat to people on your channels. This is really good.
Speaker 1 (00:40):
Yeah, so we started, I’ll give a little background. We worked together. Um, and then I’ll let you, uh, introduce yourself to everybody and your background. Um, we started working a few years ago, uh, with my website and you created all the copy for that and really basically just got my business off the ground. Cause it was a really a struggle and I was really like, I didn’t wanna write the copy, I didn’t know how to write it and I was like, ah, I need somebody to do this for me.
Speaker 2 (01:03):
And then I, my clients .
Speaker 1 (01:05):
Yeah, . And I ran across your profile and I was like, oh, this is great. And then, I mean, it was just so wonderful. Like, that took like a load off my mind. Cause that was one thing that was stopping my business, my website. And then you still write my blog post today and take everything in my head and throw it onto the website. So it’s been great. Yes,
Speaker 2 (01:24):
Yes. I use my, um, I use my copywriting psychic powers that I get after, you know, now that I’ve been a copywriter for, oh my gosh, what, nearly 13 years. Um, you kind of get given these powers ingrained. You just want you start mind reading
Speaker 1 (01:40):
Speaker 2 (01:40):
Only if only that were the way No, yeah, yeah. Good briefs. We’ve, we’ve worked together and we know the briefs and, and how to make that happen, which is a big help. But yeah, you’re right. We started, um, with you as my client, but obviously now we’ve developed into colleagues and we’ve worked together on some shared accounts with you doing the, the SEO and digital marketing side and me writing the copy that you need to, to make those plans come to life, which is really exciting. Um, so yeah, I’ll just kind of keep going as to who I am. Um, perfect. Yep. I’m Rose. Um, I am living in Brisbane, Australia, but as you can probably tell from my accent, I am not Australian. I’m actually from the uk. Um, and I’ve been writing for businesses since, uh, about 2012. I’ve been copywriting. Um, mostly I write for small to medium businesses and fellow freelancers who want copy for their website or their blogs or their email marketing that they can feel proud of. Uh, so I’ve written for businesses that range from digital marketers to dentists to wedding photographers and coordinators to florists. But I’m probably best known for, um, my niche, which is writing for the adult industries. Uh, so just to give you a bit of context around that, that be businesses who specialize in pleasure products. Uh, lingerie could be educational, so adult educational, um, businesses or not-for-profits. Um, but also I do a lot of work for, well, we’ll call them Hearts for Hire, just to be diplomatic about it.
Speaker 1 (03:17):
That’s lovely. I make
Speaker 2 (03:18):
Sure we don’t get any, anything banned
Speaker 1 (03:21):
In
Speaker 2 (03:21):
This talk. So yeah, that’s a little bit about me. Um, so yeah, just if there’s anyone, uh, in the chat right now, I’d love to hear a bit about you. If you just drop in the comments, you know, who are you, what do you do, what’s your specialism, where are you based? If there’s anyone out there,
Speaker 1 (03:38):
We got somebody,
Speaker 2 (03:39):
Somebody. Thank you Melanie . It’s very kind of you to say. And it’s also a pleasure working with you too, .
Speaker 1 (03:48):
All right. Maybe we’ll just jump into right away. I know you have, um, some points to, to come into. Maybe we can start with what is conversion copywriting?
Speaker 2 (03:56):
Yeah, for sure. And, um, it’s a little bit kind of misleading about saying conversion copywriting as opposed to just saying copywriting because any type of copy, uh, it should work to convert. And then what do we mean by a conversion? Well, in the traditional sense we’re talking about someone buying something, um, or making a booking, but that’s kind of morphed a little bit in, um, in the digital age of, well, we’re now looking at a conversion could be someone who signs up to something. It could be someone who downloads the thing you want them to download or even just click a link through from one page to another. If that’s what you are wanting them to do. If that’s the action you want them to take, then that’s a conversion. And so the copywriting is basically built around that action that you want them to take. And it’s all about helping your customer get from kind of the entry point on your page or like when they first meet you, or an introduction to then having the confidence to take the action that you want them to take. So to make that conversion. So that is, is generally what conversion copywriting is. So you’re gonna notice me looking down at my notes. I’m not confident enough speaker to do it all from the top of my head, I’m afraid,
Speaker 1 (05:16):
But totally fine. Totally fine.
Speaker 2 (05:18):
I’ll be back with you in a second. I’m just checking where I am. Alright, good. So yeah, what we’re gonna talk about is how, what most of my clients find the trickiest is getting that person from, uh, the beginning of their journey into a website page through to feeling like they do wanna click that book button or that buy now button, or that download button, that signup button. And I’m gonna give some conversion, some very practical conversion copywriting tips, uh, towards the end of my talk. Um, but one thing, uh, I also wanna highlight is that I’m, I’m coming at this from a website copywriting point of view, which is what I do for most of my clients. And, um, that is what most, I’m gonna guess what most people watching this, uh, need help with. They’re wanting their website to perform better for them, um, and bring in more conversions.
(06:18):
So we’ll talk about copywriting in that context. Okay. Um, with website copy, one of the benefits that you do have is that once someone has landed on your website, uh, a large part of the really difficult work has been done for you. They have chosen to visit your website. So they’ve probably seen you in the search engine results. So the bit that Barb does, um, the really tough bit of getting you to show up there, um, and then someone has chosen to look at your website so that part of the battle is done. Now all you’ve gotta do now, all you’ve got to do is, is get them, um, is give them the information as I said, that they need to feel confident to book with you. Um, and through that information you are gonna want to make sure you are explaining why you are the right photographer for them.
(07:11):
But just as importantly, I would argue you want to make sure that they are the right cus the right customer for you. So there’s kind of this, um, this dual happening in your, in your copy of both of you sort of feeling each other out as it were as you go. And that is going to help your copy, um, yeah, convert better because you are, you are weeding out the people who aren’t gonna be right for you and hopefully attracting more of the people that are mm-hmm. and essentially that’s conversion copywriting. That’s copywriting. Um, so the starting point for any piece of effective copywriting is knowing who you are writing for, is being able to know who your ideal client is and understanding why you are the right photographer for that ideal client. Okay. So the second point, I’m gonna move on to any, any questions there about what conversion copywriting is.
(08:11):
Anything you need me to explain? Nope, that makes sense. Yeah. All good. Okay, cool. So yeah, the second point I want to move on to is, um, talking about who is your audience. So ideally you will have done some work on, um, ideal customer personas or your ideal client. So just for anyone who’s watching who, uh, doesn’t know what this is, I like to say imagine your unicorn client, the most perfect person that you would want to work with in your business, and the sort of client that you wanna get through your doors all of the time. And you are basically gonna write a description of that person, uh, and really try to, by doing that, really try to get to know them and understand them. So, um, you can do a quick Google search for, um, audience persona template. There are heaps of free ones out there, but generally what you’re asked to look at in that is, um, they might ask you to name your persona.
(09:13):
They might ask you to describe what they look like. Uh, it might ask you to describe a little bit about their socioeconomic background, what their family is like, what their interests are. But the key bit that you really wanna get stuck into is understanding what is your target audience’s pain points or challenges. Um, because that is the information that you will use to, um, help them feel acknowledged in your copy and like they are being heard and that you will talk to those pain points and explain how you answer those. So, um, when we’re talking about photography, the really obvious pain point that your, your ideal audience has is they need a photographer and you are a photographer. So you answer it in that sense, but I would argue for copy to be effective, you need to get more granular than that. You need to better understand what it is that’s bringing that person, um, to your website door on that day.
(10:17):
So would it be that they need a cheap photographer, um, or, or what we would say a very affordable photographer mm-hmm. and then talk about why do they need it to be cheap or very affordable? Like what other challenges are they facing? That means they’re having to search for that. Um, do they need, um, a photographer who can be booked within 24 hours? Why do they need a photographer who can be booked that quickly? Maybe they’ve been let down by someone else, maybe, um, yeah, other plans have fallen through their photographer’s gotten sick, whatever it is, speak to that pain point. Maybe they need a photographer with the patience of a saint because they have got, um, a kid who just won’t sit still and all this parent wants is the perfect family portrait photo they can put on their Christmas card for this year.
(11:07):
Okay. So then how might you talk to that challenge and that pain point? Um, and that, I think if you can get to understand that about your audience and understand how it is that you deliver, uh, the solution that they need to that challenge that is instantly gonna make your copy feel so much stronger and resonate with the right people, with more of the right people rather than just anyone. So you are going to get more quality leads coming through to you by speaking, um, by speaking to those pain points. Um, and as well, yeah, it’s gonna help your audience feel heard. One thing I would really like to highlight is that so often, um, copy, you don’t wanna think of it as just something you write and throw at your audience. It’s not good copy should be a conversation. It should feel like a conversation between you and your ideal client.
(12:09):
So they should feel just as heard as much as you are needing to be heard in your copy in terms of, well, what it is about how you work, how you operate, um, who you work best with and that kind of thing. So keep that in mind as well of try and approach it as a, as a conversation rather than just thinking, no, this is all the stuff I need them to know and this is how I need them to know it. So that, that might also help as well. Um, okay. Cool. So yeah, that’s, that’s the audience section of it. Mm-hmm. , uh, any questions so far or anything you think of?
Speaker 1 (12:46):
No, I think that’s just, that’s a good way to put it. I think a lot, I, I do feel like people kind of miss that piece of it cuz they’re so ingrained in their business and they’re so ingrained in what they sell and their services, they forget to think about what the person is there for. So I think, um, explain that really helps kind of shed some light on that.
Speaker 2 (13:06):
Exactly. And I think as well, for a lot of people who maybe, um, they worry that they’re just writing too mechanically or that mm-hmm. , a big complaint that I often get is people worry that their copy sounds boring. Mm-hmm. . Um, and it’s not, it’s not that it’s boring or it’s not that it, um, it doesn’t do what it needs to do, it’s just that it’s, it, I guess it’s quite black and white. It’s on the nose is how, um, a fellow colleague of mine, uh, would describe it of, uh, this is fine, but it’s too on the nose. We need to make it sound friendlier or more approachable. And the way I think that you can do that is start getting into that mindset that you are having a conversation with someone. Mm-hmm. , um, yes, it is to persuade them, yes, as I said, it’s to get them to take the action that you want them to take, but there is no reason why that can’t feel like a conversation or a dialogue like that you’re having with someone in a bar, for example.
(14:07):
So yeah, I think that’s a good way of thinking about it and approaching it if that’s the kind of challenge that you, you often feel, uh, when you are, you are doing your writing mm-hmm. cool. So, um, now you understand who your audience is, um, and you know how you best benefit them. Uh, the next thing to do is to plan their journey. So as I said at the start of this conversation, um, I’m coming at this from as if we were writing a page of website copy and, uh, I am of the belief that you can take the idea of user journey and apply it to a single page of copy. So when we talk about user journeys, this is, it’s, it’s generally applied to a whole marketing strategy and it’s all about how you get, um, a potential client from being a potential client to being a client.
(15:06):
Um, and usually you would look at all of your marketing channels, so everything from email marketing, social media, marketing, out of home marketing, um, print marketing, uh, what else, uh, I’ve said emails, your website, marketing, you paid advertising, all of that sort of stuff. And you would see which bit fits into, uh, the three sections of the, um, customer or user journey, which is awareness, consideration, and decision and decision making. So your awareness would be, uh, how is someone first coming into contact with your brand? Well, they’re seeing a social media post your consideration, okay, they’ve seen the post, then now clicked onto your website, and then the decision is your process of how you get them booked or your buying process, your shopping process, whatever that might be. Um, and so this is generally this idea of user journals is, is applied to a whole marketing strategy, but I’d argue that you can also apply it to a single page of copy.
(16:09):
Because if you’ve got someone who’s landed on your website, yes, they might have seen you show up in, um, in the search results, but you are still needing to take them from, they are getting to know you that awareness phase to, yeah, okay, they’re thinking about it. Well, what’s the stuff they need to know in order to, to then make that decision to book with you? So if you can kind of think about, um, approaching a page in dividing it into those three sections, you’re gonna find structuring your copy a lot easier and moving someone through the, uh, the points that you need them to know. Um, much simpler. Again, a complaint I hear really often is people saying it just doesn’t flow. Um, and the reason it doesn’t flow is because you, they end up talking about, um, stuff that they, they think they need someone to know when they first meet them, but then they don’t really get to a point of giving them any more useful information that would then give them that confidence they need to book with them.
(17:14):
Mm-hmm. . Um, so I think if you can yeah, approach your page structure with this user journey, um, framework in mind, that’s a big help. So how do I do this? Well, when I start writing a page of copy or I’m about to start writing a page of copy, I brain dump everything I know about, oh, everything that I want them to know on that page. So do I need them to know my brand name? Uh, do I need them to know my location? Do I need them to know the names of my packages and services? Um, maybe they need to know about, um, my prices. Maybe they need to know that I only work part-time. Maybe they need to know that, um, I will only work for chocolate ice cream. Like whatever it is. You know, I, I will brain dump all of that on there and then I will try and look at it as if I was, like I said earlier, approaching a conversation of what do people need to know to begin with to then help them feel like they wanna read on and trust me and get to know me a bit better.
(18:19):
Okay. Then what do I need them to know? So if you look at this list of all of the things you need them to know on this page, then think about, well, if you were talking to someone face to face, how would that conversation naturally progress? And again, I just find that that’s, um, for people who really struggle with structure or knowing how to approach their page, that’s just a really accessible and easy way to do it. Of, yeah, imagine you’re chatting with someone at a networking event or whatever it might be when you first start talking, what are the first things you tell them? Okay, then when the conversation develops, what do they need to know next? And just keep going until you reach then that conclusion of, cool, I’ve told you ev everything you need to know right now. So, um, look, here’s, here’s my card or here’s my phone number, here’s my bank details, let’s get you booked .
(19:10):
Um, and sort of, yeah, that’s, that’s a really good way of, of planning that journey and, and structuring the information on your page. So that’s, uh, yeah, that’s the the second big key point I would say you need to, to focus on after you’ve figured out your audience. And then you’re gonna plan and structure your page to make sure that you’re moving everyone through, um, all of the information they need to know. And then, uh, the final part of what I’m gonna talk to you about today is actually making the writing good. Um, so these are the practical co conversion copywriting, uh, techniques that you might use in your writing and what a good page of copy needs to include for it to be is effective as possible, really. Um, so I’m not gonna be reinventing the wheel with what I share, uh, with you today.
(20:02):
Um, these are copywriting techniques that have been in use for decades, centuries, maybe even, um, because they work and they’re effective and theyre what people respond to. Um, I highly recommend, I’m just gonna say picking up a book, uh, called The Art of the Click by Glenn Fisher. Um, he is a UK based, uh, copywriter and has worked for big brands from all over the world. He also does a really interesting, um, podcast called, uh, good Copy, I think that’s right. Good copy. It’s been a while since I’ve listened to it, but he also has a YouTube channel called The Fix. Um, and that’s basically where they do copy reviews and Oh, fun. And so, pardon? I was just saying, oh, that’s kinda fun. Yeah. Yeah, it is. It is kind of fun. Yeah. People send in their copy and he, uh, looks at it and, and gives him improvements or suggestions of ideas of how the copy could be made stronger.
(21:03):
So yeah, certainly for me as a copywriter of having the chance to listen to someone so much more experienced, go through and tear down a piece of copy and say what’s good or what could be improved is, that’s how I keep educating myself, you know? Mm-hmm. , which is, is really important to do. So, um, yeah, as I said, these points I’m gonna go through and are nothing new. They’re kind of all they’re talked about by copywriters the world over. But I would say if you’re interested, Glen’s book is, is really accessible and really easy to read and understand. Even if you, um, aren’t a copywriter and you are only wanting to know about this for the sake of your business, um, now and you’re just trying to get through it. I would say that’s, that would be the one book that I I recommend.
(21:48):
Okay. So with all of that said, what does a good page of coffee need? Well, um, the first thing you want to do is make sure you focus on one idea. So give your page a purpose, um, and, and focus just so that you’re not going off on tangents all of the time, which is how copy can feel confusing, which is how the structure and flow can feel like it jumps around. So just focus on one thing. So a really easy example is if you’ve got a service page, um, for your wedding photography services, let’s say all you’re gonna talk about on that page are the things that your ideal client needs to know about your wedding photography services. Um, if it’s your about page, all you are going to focus on is telling the story about your business and your company and how it benefits your, your ideal target audience.
(22:42):
Okay? So give, write down that one focus, um, and that’s gonna help you stay on track. Um, the next thing it needs is a headline. Now, a lot of people are just kind of like, oh, head headlines. They’re so hard to write, and yes they are. Um, and you will likely rewrite it so many times, and that’s okay. Um, a headline is never done usually until the rest of the page is written. And then you’ll go back and, and you’ll tweak it because as you’re writing more and more ideas come into your head and you refine that idea, and so then your headline can become tighter and tighter. But what I will say when you are approaching your headline is go back to those pain points that you identified in your audience persona and try to speak to the most relevant pain point that fits with your focus and purpose of the page and include that in your headline.
(23:39):
So let’s go back to the idea of our family portrait photographer. Um, if the main point is I’m the family portrait photographer who can make even the ugliest kid sit still, like identify that early on in your headline because, and as Glenn Fisher writes and talks about so often, um, in his book and on his podcast, your headline is wanting to hook someone. You want ’em to get what we call lean in of like, okay, well yeah, I’m a mom, I’m at my wit’s end trying to get this really nice family photo. You’re saying you can get my kid to sit still. Hmm, I’m listening. Tell me more. Okay, I’m gonna read down to the next bit of your copy and you’ve got them. So yeah, draw on those, um, those pain points, uh, that you identified earlier on in your customer persona. And again, that is just gonna be a nice quick, smooth, easier way of writing your headline.
(24:36):
Um, it needs structure as I just spoke about in the last section. So that’s when you are gonna return to the list you made on all of the things you need your audience to know and just try and put it then down in a logical way. And you can just then dot point it on your page and like fill in any extra thoughts or notes you have as you come. Um, I’ll really quickly run through when I’m writing a service page, I follow a particular structure of, I have my headline, my sub headline, so the most important thing I need them to know, the second most important thing. Uh, and then I do a short little intro, which will, um, be like a pain agitation solution framework. This is all stuff we’re not gonna have time to go into now, but I can share on my Instagram or so later.
(25:21):
Um, and then I will talk about the service, uh, what they specifically need to know about how the service works and the benefits that it brings to them. And then I’ll give evidence, which is my testimonials, um, and evidence from clients who have booked for me that this, all of this stuff that I’ve said before works. Here’s the proof that it works because here are the people who have experienced this and that’s really powerful. I’ll talk a bit more about that in a moment. Uh, and then I’ll have my call to action at the end. So yeah, give your page structure, uh, give your copy tone and use the language that your audience is using. Um, if you are using the words and phrases that your audience uses to search for a service like yours or to describe a service like yours, um, they, again, they’re gonna feel heard and that’s gonna be powerful.
(26:17):
Cause they’re like, oh, this is saying exactly what I was thinking. So yeah, we’re on a wavelength already. So that can be a really great way to make your copy more, um, persuasive. Persuasive, yes, but also just to chime in with the right people more. Um, and again, it’s, it’s making sure that you are attracting those right people rather than just anyone. Um, and yeah, your copy tone and brand of voice, uh, brand of voice, brand voice, . If this isn’t something that you’ve done yet, um, I recommend have a look at Felicity Wild on Instagram. She’s known as, uh, the tone of voice nerd on Instagram, and she’s done a series of really cool slides that identify, um, the main types of brand voice that you’ll, you’ll come across in companies. So everything from like the energetic brand, the, um, oh God, my mind’s gone blank now.
(27:15):
The energetic brand, the the calm brand. Um, what are the tone of voices? Do we have upbeat, energetic, calm, thrill seeking? And she, she’s kind of got all of these different, um, personas for brands if you say. And then she gives examples of how that brand voices, um, demonstrated through copy. So whether you use long sentences, short sentences, um, the kind of words and language that you choose to write with to give your, your copy a particular cadence and flow and feel to it. So, um, by, by doing that sort of work again, you are making yourself stand out and your brand voice known. And again, it’s just another way of, um, reaffirming who you are and who you write for, uh, and who you are the right photographer for. Sorry, I should say not right for, um, that’s what I do, but who you are the right photographer for and who you are not.
(28:19):
So for example, with my copy on my website, I’m very upbeat, I’m very bubbly, I’m very chatty. Um, I write in the way that you would expect to be talking to someone in a bar or a pub, and that’s perfect for my ideal audience and my, the small medium businesses and the other freelancers who just want very down to earth, very chatty, conversational, it’s not gonna be right for big financial corporates. And they aren’t the people that come to me because they’re gonna have read my website and it’s like, uh, if this is what she’s like, then she’s probably not gonna be a great fit for us given her personality and what she does and, and that kind of thing. So again, it’s just another way of, of making sure, uh, increasing your chances of having the right people come to you, um, so that yeah, you’re, you’re more likely to convert them basically.
(29:10):
Uh, okay. Oh, and I will just say, sorry, someone asked when we were given, uh, we were asking what copy things do they struggle with on LinkedIn. They said, oh, I don’t like it when marketing copy sounds really sleazy. Mm-hmm. and, and salesy and yeah, I get that. And I think that, um, by doing work on your brand voice and understanding your tone of voice and your brand voice that removes that ideal of yuckiness because you’re only gonna be writing and presenting your services content in a way that you feel comfortable with. So it’s gonna feel less blah, you know, you’re not gonna chuck in a but wait, there’s more if, if that’s completely not how you talk. Mm-hmm. . Um, so yeah, I think that that is making sure you’ve done some brand tone of voice work is a good way to overcome that.
(30:01):
Okay. We’re onto the last section guys. Um, so the last few bits of how to make your writing good and what good pieces of conversion copy needs use persuasive writing techniques. So what am I talking about here? Repetition of sentences, but not only sentences of ideas. If you are, um, an easy photographer to work with or a laid back photographer, don’t just say that at the start of your page. Remind your reader of that every few kind of paragraphs, um, or so of you are, yeah, you are laid back, you are easy to work with, you are accommodating, you know, whatever it might be. Like, repeat those ideas because that’s gonna resonate with them cuz that’s what they’re looking for in the first place. Uh, use rhetorical questions. Use the power of three, sorry, I probably sound like a high school English teacher, uh, uh, running through, uh, these points because it’s, it’s no different to what you, you would’ve learned than in English when you did any kind of persuasive writing.
(31:00):
That’s all we’re doing, that’s all we’re applying to make your copy effective. Uh, use hyperbole to, to capture feelings. So, you know, if you wanna say you only shoot in the best, most exotic locations in Colorado or whatever it is, then you know, don’t be afraid to say that and big yourself up that that’s what you do and that’s what you focus on. If you are the most you are, uh, the best, you are the best at what you know, whatever it might be. Like, don’t be afraid to back yourself and and be confident. Um, and the reason that you’re gonna be able to do that is because in your copy you’ll use evidence that you are the most, you are the best at whatever you are. This, that, um, because you’ll use your testimonials and you are using the words and the language and the feedback that your ideal client have already given you to mold your copy and shape your copy.
(31:56):
And also don’t forget to include those testimonials on your page. Word of mouth is still such a powerful, uh, form of marketing. People trust other people. Yes, they’re gonna get into what you’re saying, um, and, and they might be convinced, but then if you can give them the evidence that everything you’re saying is true because heaps of other people are agreeing with you mm-hmm. , then that’s gonna massively work in your favor. Um, so yeah, don’t underestimate the power of testimonials in your copy and including them in there. Um, the, the next bit, I wanna say personalize your piece. Use you and your as much you can rather than I and me. Uh, it’ll be even better in your copy if you can then transition to we and us in terms of we, you and your client, um, and us of you and your client rather than then using you and your, you know, when when we go on your shoot, when we get together after your, um, after your shoot to choose the best photos you want, something like that because you are, you are painting that picture for them.
(33:09):
And that scenario of, look, we’ve come this far, here’s what I can do for you. Here’s how we are gonna work together as a team. And especially for something as personal as as photographs, it’ll be good, you know, I’m guessing that kind of target audience. They, I don’t wanna say handholding, but they want that reassurance the whole way through that you are the professional, you’re gonna be there to support them. Um, but then also this is a collaboration. You’re not taking complete control because it’s their photos at the end of the day mm-hmm. . So yeah, use those personal pronouns, you and your, and then if you can in the page transition to me and us of you and your client so that you are painting that picture of how you work together, even better. That’s gonna, that’s gonna be strong. Uh, and then the very last point that I want to make, and I see so many, um, people forget to do this, is including a call to action at the end of copy.
(34:03):
Like you, um, you can use all of these techniques, you can write this whole page of, of copy, but then if you, you don’t let your audience know what you need them to do next, then you are increasing the risk of them moving away from you or, or confusion like, should they pick up the phone? Should they email you? Should they, um, fill in a form, whatever it might be. Like, make sure you tell them how you want them to get in touch because otherwise everything else you’ve done all the other hard work is, is not gonna pay off. And I mean that’s, that’s the conversion anyway. Mm-hmm. . So people are missing, like they’re writing copy and then wondering why they’re not getting any conversion. It’s like, well you’ve given them nothing to convert using. Do you know what I mean? Mm-hmm. . Um, so yeah, don’t, don’t forget to include that button, that phone number.
(34:56):
And when you are choosing your call to action, I will just say, think about your, your target audience again, what’s gonna be the easiest way for for them, you know, um, if it’s a busy mom of two, you know, with this family photographer, is it gonna be easy, you know, for her to pick up the phone and have a five minute call with you rather than having to find time to sit down in front of her computer and write an email or fill in a form like what’s gonna work best for your ideal target audience? And again, that’s gonna increase the likelihood of people wanting to get in touch with you. Um, which would again, hopefully increase your leads and your conversions and that everyone is, um, conversion copywriting in 35 minutes. ,
Speaker 1 (35:44):
That was great stuff. That was awesome. Lots of good stuff. I don’t have write any of it, but in case somebody else needs to write , I’m very thankful for you for that. I think that the piece, the piece that resonates the most I think is, um, the structure and like all these pieces are brought together like this, this, this, and this. This is, that’s what it’s about. And it just makes it so much more clear for people who are struggling with that. So Yeah.
Speaker 2 (36:11):
And I mean, it is tempting to just think, right, I need to sit and write a page about, um, my wedding photography services to just sit down and just try and smash it out. But honestly, if you take some time to plan beforehand, so look into who your, your ideal audience is and who you are writing this page for and how you wanna structure it and the information you need to give them. You’re gonna save yourself so much time in the long run because your copy is gonna be stronger mm-hmm. . And you’re not gonna be wondering, well, how do I move from one bit to the next? What do people need to know? Because you’ve already done that research. Um, and that is like at the heart of copywriting, um, any type of copywriting is really knowing who you’re writing for. Cause you can’t talk to someone, uh, convincingly and you can’t expect them to get to know, like, and trust you if, um, yeah. If, if you don’t know who you’re talking to. Mm-hmm. So, and, and, and then think really carefully about, well, what do they need to know? Why do they need to know these particular things rather than anything else, you know? So yeah, it’s, uh, definitely worthwhile doing
Speaker 1 (37:26):
. Great. All right. So if there are some people watching this and they want to talk with you about their website and conversion copywriting, um, how can they reach you? What’s the best way to reach you?
Speaker 2 (37:37):
Sure. Well, my web, my website is rose m crompton.com. Okay. Uh, which I think is being shown on the little captions. Mm-hmm. . Um, so yeah, you can get me through my website. My, uh, email address is on there. I’ve got forms popping around everywhere. So, um, yeah, you can fill one of those in and that will get sent straight to my email. Um, or if you are a social media butterfly, then you can find me on Instagram. I’m at Rose crompton on Instagram and similarly on Twitter. I’m pretty active on both of those platforms. Um, I do only work Mondays to Wednesdays this morning is a, uh, a bit of an anomaly on a Thursday. Um, so yeah, if I, if I don’t get back to you right away and it’s after Wednesday, then um, know that I will get back to you as soon as I’m at my desk. But yes, that’s the way you can find me.
Speaker 1 (38:30):
All right, thanks again. Thanks for watching everybody. Go connect with Rose on Instagram and I hope you learned some amazing things today. Cheers.
Speaker 2 (38:39):
Bye.
