How To Stop Writing Sucky Copy and Boost Conversions Kathleen - - PowerPoint PPT Presentation

How To Stop Writing Sucky Copy and Boost Conversions

Kathleen Booth @workmommywork

• Hugh McLeod

Your copy has it all...

Great grammar Perfect sentence structure Interesting subject ...but it's really f*@%ing awful!

It could be because you’re guilty of using these

Cliches

“Results-driven” “One stop shop” “Move the needle” “Tried and true”

Filler words

“More or less” “Kind of” “Somewhat” “Just”

Superlatives

“World class” “Industry leading” “Revolutionary” “Marketing ninja”

Pretentious Jargon

“Synergy” “Leverage” “Scale up” “Added value” “Toolset”

Passive Voice

“Should be” “Has been” “Will be”

Our industry-leading experts leverage a tried and true toolset to deliver world class, results-driven solutions that have been proven to move the needle. How about: Our experts deliver lead generation solutions that get results, and we have the case studies to prove it.

How to make it interesting?

Be authentic Tell a story Get to the point ...and tailor it to your audience

Here’s how we do it...

Brand position?

Do you know your

Develop a content style guide

No oxford commas!

Understand their decision making style

Analytical Directive Conceptual Behavioral

Map the message to each individual audience persona and their stage in the buyer’s journey

Messaging Strategy

Content Style Guide

CHALLENGE: Start with your website homepage

ANY QUESTIONS