THE ART OF HIGH-CONVERTING COPY AT EVERY FUNNEL STAGE

Just think about it. How many times have you swiftly hit the “x” on an ad with a terrible copy? Or perhaps you clicked on an intriguing ad, only to leave the landing page faster than the light disappointed because it didn't align with what the ad was promising you to see there?

If you have rolled your eyes with annoyance and thought to yourself “A lot”, “Many” or “God, just do not get me started”, rest assured that your target audience has likely felt the same frustration. What does this have to tell you? Well, as a marketer, you do not want to repeat the same mistakes that you suffer when you step into the shoes of a consumer. Otherwise, you risk getting the same reaction on behalf of your potential clients and lower your potential for a sale.

If you are still struggling to get your marketing funnel strategy up and running and finding it challenging to identify your copy’s flaws, give us a chance to briefly share with you what you might be doing wrong and how to set things right.

Before we start, take a moment to see how you can fuse your improved copy strategy with compelling visuals and turn eyeballs into paying customers. Learn more about our Creative Management Platform.

Spice Up Your Copy Across Every Marketing Funnel Stage: Our Breakdown

Keep in mind that when writing your copy, your main goal is to take the customer on a journey that not only wins over their curiosity but also keeps them interested and engaged at every stage of your marketing funnel. In other words, your first task is to get them on the hook, but your final objective is to get them excited enough to fish for your products or services.

Don’t try to guess what it is in your customers’ minds. Find out instead

Begin by gathering insights through customer surveys, interviews, and interactive online quizzes. These quizzes not only engage a broader online audience but also encourage sharing.

Understanding your customers' problems, needs, and desires provides a solid foundation for your copy.

When you start writing, your goal is to clearly explain how your product or service addresses these identified needs and why it outperforms competitors in the market. Your message should be informative yet emotionally appealing, tapping into consumers' spontaneous emotions and feelings.

Your Copy Needs Words That Get the Attention

At every stage of your marketing funnel, you should put yourself in your customers’ shoes. What do they want to hear, read, and feel when focusing on your text? Take the time to research what could be the right words and phrases that would appeal to their minds or terms and expressions they would use to search for your product or service.

Proven tactics are to use question words like how, why, when, where and what. Other words that are known to get people’s interest are “tips and tricks”, “guide”, and “handbook”. From a human psychology perspective, these words lead the customer to think that you are offering them something informative, interesting, and useful. This is crucial to understand when writing your copy because people naturally do not like being sold to. But they are always in if they are about to learn something or be entertained.

A pro tip: tell the story of your brand and product, do not go for the straightforward sales pitch.

Did You Get the Copy Down? Start Spreading the Word.

If you already have the perfect copy and you are absolutely sure that your target audience will love it, then it is time to put it out there. But first things first. By now you should know who you are marketing to and where to find them. At this stage, you should choose wisely your platform.

Social media is always a good idea to reach out to your potential customers. It allows for both organic and paid promotion which gives you the freedom to adapt the campaign to your needs.

In the meantime, do not turn your back on your SEO strategy for more organic traffic. Use the right keywords, use link building, and do not forget the meta description of your landing page.

Get your email campaign ready and directly approach leads from your personal database.

Why not even reach out to a well-known influencer in your field? Just make sure that they have a good reputation and they will help you win customers rather than lose them.

Now, Where is That Landing Page?

You want your ad to lead customers to a specific landing page fully describing your offer and how your product or service will make their lives better. Do not lead them to just any landing page be it your home page, blog, or contact form. If you try to do it, you are in trouble as people who land on a page that does not directly align with what they are expecting to find out will directly leave, increasing your bounce rate and potentially resulting in a lost opportunity to convert them into clients.

In a highly competing online market, it is already hard enough to get people on your website. If they are already there, you should use this opportunity to win them over and get their trust.

Another important thing is to make sure your site looks good and is trustworthy. In the digital world, an appealing user interface and sound user experience are a must. Ideally, your website will load in less than 2.7 seconds, it will be intuitive and easy to navigate.

Do not forget about social proof. Include testimonials, reviews, or case studies to establish trust. People are more likely to be interested if others have had a positive experience with your brand.

Lastly, focus on your brand. You wouldn't want potential customers to like your product but end up buying from your competitors because they can't recall your name.

You are the Best on the Market? Prove it.

With the freedom of speech and free access to the internet, every brand can claim that they deliver what they have promised. The truth is that not all of them do it.

Apart from publishing testimonials and case studies of satisfied customers, you can also publish any awards or recognition your brand has received throughout the years. This adds credibility and sets you apart from competitors.

Make sure to stand out by proving that you are a trusted leader in your field and you are setting high standards with your experience and knowledge. Publish demos, how-to videos, and tutorials showing how your product or service has proven to be a game-changer in a challenging situation or has proven to be the solution to a difficult problem.

We Are All Here for the Sale

Congratulations! Your sales cycle is almost at its end. There's just one more crucial step: closing the sale.

There is a proven method to get the customer to purchase your product or service today rather than waiting for tomorrow or before they change their minds. While it doesn't guarantee a 100% conversion rate, it's a vital component placed right beside your call-to-action button (CTA).

This is your last chance to take advantage of the customer’s emotions and lead them into thinking that this offer is time-sensitive and that if they lose the chance to purchase now, they will never get the same offer again. Here, use words like “discount”, “limited offer” and “one-time promotion”.

There you have it!

This is our quick overview of how to craft your marketing sales funnel. Do not hesitate to reach out to our team and kickstart your next digital marketing strategy.