Copywriting Secrets to Generating More Leads for Your Business
Copywriting is a key player in any business’s lead generation process. Every campaign email, advertisement, blog, or landing page you write must be engaging and impactful enough to convert your visitors into leads, and those leads into sales.
The trick to achieving this lead conversion is to create content that captivates your visitors. You need to get them interested in your products and services, keeping their interest long enough to convince them to invest in what you offer.
Here are 6 essential tips to create copywriting that generates more leads for your business and boosts your bottom lines as a result.
1. Bear Your Customers in Mind
Your copywriting should always focus on the needs, interests, and demands of your target audience. If your headings, topics, and calls to action aren’t converting visitors into leads, it may be time to consider updating your content strategies. If your content grabs the attention of your visitors, this will reflect in your improved conversion rates.
One effective way to ensure that your copywriting strategies are to take the reviews and opinions of past customers into consideration. Read up on past testimonials, reviews, and customer communications to find out the most notable benefits of your products and services from their points of view. You can incorporate these strengths and benefits into the future copy to ensure that you’re highlighting your business’s offerings in a positive and compelling way.
The copy on your sales pages should showcase customers’ positive reviews and experiences with your products in a way that tells your leads exactly what they can expect when they invest in them. Your sales copy or content copy can also touch on how you have addressed past product concerns or updated your offerings to meet the changing needs of your target market, showing that you’re attentive to your customers’ preferences and open to their suggestions.
For example, instead of headlining your landing page with a simple headline such as
● ‘Freelance Job Finding Tool,’ you could use the headline ● ‘Instantly Find Great-Paying Freelance Jobs Online with Us.’
The latter benefit-based headline immediately tells visitors they can expect excellent service from your business and that they can benefit directly from buying your offerings.
Creating captivating written content that increases your lead generation rates will also require an in-depth knowledge of your core audience. You need to know your target market in and out if you want to be able to use the right persuasive language to convert them into customers.
You can write your content using certain personas to help you engage with your audience more effectively. This approach allows you to address specific age groups, demographics, interest groups, and pressure points with content that’s relevant and approachable to them.
Approachability is key when it comes to lead generation, and by writing using a persona, you can make your brand’s identity seem more relatable to potential customers while offering them persuasive media that truly resonates with them.
2. Focus on Calls to Action
Calls to action (CTA) are an obviously crucial element in any business’s written copy. However, what many companies don’t realize is that their copywriting strategy should have its basis on a single, focused CTA rather than multiple, general directions.
You can use focused, imperative language to instruct potential customers on which steps they should take next. CTAs like:
● ‘call us now,’ ● ‘book your spot now,’ or ● ‘sign up for a free trial today’
are all effective, as long as a single, clear action gets priority in your text. Terms like ‘inquire’ and ‘contact us’ may suit B2B businesses more, while B2C companies can use CTAs such as ‘buy today.’
Don’t suggest further reading, flood your readers with pop-up ads, or bombard them with unnecessary actions.
Use your sales and service web page copy to tell them the benefits of your product or service and instruct them to take direct action to reduce the incidence of choice paralysis. This is one trait of being a good copywriter.
In contrast, your blogs must offer useful and actionable information that adds additional value to the products and services your brand already offers, like how-tos, guides, and relevant news.
3. Work on Your Customers’ Emotions
Copywriting is as much an art as it is a science. Using emotive language can go a long way in pointing out the benefits of your products and engaging your audience.
Headlines like ‘Take the Stress Out of Supply Chain Management’ allow your content to resonate with your readers’ potential stress points and give the impression that your brand empathizes with them. It’s crucial to word your copy in a way that highlights the fact that your readers’ lives will be easier if they invest in your products and services.
4. Be Generous with Your Visitors
You could offer your website visitors a free eBook, guide, or digital download in exchange for their email addresses or contact details. Free gifts like these act as a lead magnet to convert visitors into leads, and they also enhance your brand’s reputation, which could generate even more valuable leads in the future.
5. Focus on Readability
Today’s online audience has a short attention span, and you need to capture it quickly lest you lose it forever. You can make your content more readable by using brief sentences and paragraphs, easily legible fonts, and bullet points to help get your information across quickly and concisely.
Tools like the Flesch reading ease test can help ensure that your content is as readable as possible. This tool measures readability and grade level, helping you find out whether your content will reach the intended audience.
The trick to making your content readable and engaging for your readers is to model each page of written content after a step-by-step process. Use a combination of headings, brief paragraphs, infographics, block quotes, and lists of imagery to keep them immersed throughout. This will also keep your content skimmable.
Using descriptive headings will allow your audience to find the areas of your content that they’re most interested in.
6. Create and Stick To Strategy
Your copywriting strategy should always focus on creating a copy that generates leads and converts them into paying customers. Once you’ve gained a keen understanding of your audience, use specific strategies to stand out and highlight the benefits of your offerings in a relatable way.
Copywriting Tips for Writing Emails That People Open
Use these 8 elements of high-opening email subject lines to craft emails that people are more likely to open.
Using terms like ‘you’ and ‘your’ allows you to address your readers directly and to engage them with communication that speaks to their own interests.
○ ‘Simplify Your Life with These 3 Time Management Apps’ or ○ ‘Pressed for Time? How [your tool] Can Help You Streamline Your Work Schedule Today’.
Email subject lines that get people curious about what the mail contains are a great way to ensure that your emails actually get read. You can draw your readers in by adding intriguing headlines like:
○ ‘Open for a Surprise’ or ○ ‘You Won’t Believe Our Festive Deals This December’.
Give your readers just enough information to arouse their interest and then leave the real explanations for the body of your mail.
Nothing catches someone’s attention quite like a great deal or a special offer. Your email subject lines for offer-related emails need to be short, concise, and catchy in order to distinguish them from the many other emails your target audience receives daily.
Headlines to use include:
● ‘Spring Sale—Offers Just for You’ ● ‘Get 15% Off on All Purchases Today’ or ● ‘Sale Alert! Up to 40% Off Your Favorite Beauty Products’.
Conveying a sense of urgency in your email subject lines will compel your readers to click immediately. It’s essential to persuade your readers to read your promotional emails the second they receive them, as most people don’t go back to review past emails. Examples of urgency include:
● ‘24 Hours Left on Our Special Offer—Don’t Miss Out!’ and ● ‘Only One Week Left to Take Advantage of Our Free Webinar Program’.
The personable language will prevent you from sounding robotic in your sales emails and allow your readers to better relate to your brand’s identity. Terms like:
● ‘oops’, ‘our bad’, and ● ‘woohoo’ can add a human touch to your email correspondence.
Most people will appreciate updates on your business. You can use subject headlines like:
● ‘We’re Open Late This December! Our New Holiday Shopping Hours’ or ● ‘We’re Going Online—Here’s What You Need to Know About Our New Online Store’ to share important news about your enterprise.
#7. Social proof
People are more likely to trust a brand that others have rated positively before them. You can make your emails more persuasive by adding subject headlines like:
● ‘It’s Overwhelming How Much Love We’re Receiving!’ or ● ‘Here’s What Chicago’s Best CFOs Have Had to Say About Our Products’.
Remember to include photos and designations of the people giving the testimonials in your emails, as this adds credibility to the message you’re sending your target audience.
Tips for Writing Attention-Grabbing Headlines for Blog Articles
Your blogs’ headlines have the power to captivate your readers—or drive them away. Catchy headlines are especially important if your goal is to gain more leads.
Attention-grabbing headlines will motivate your audience to click on and read your blog posts. They may even convert potential customers into active ones, which is crucial to your business’s success. Readers who are bored by your headlines will likely go elsewhere, and it may take more effort to recapture their attention in the few.
Here are our top tips for writing attention-grabbing blog article headlines every time.
1. How-to headlines
‘How to Write Attention-Grabbing Headlines for Your Blog Articles’ is a good quality headline for a blog article. It addresses your readers directly and focuses on people’s need to gain valuable new skills.
Computers, mobile devices, and the internet have made it easy for people to find answers or information. All you need to do is determine what problem your product addresses, and what the solution is. Once you have this information, point your readers in the right direction with how-to guides designed specifically to answer their most pressing questions.
2. List headlines
List articles are popular because psychologically speaking, humans crave certainty and predictability. A blog headline like ‘10 Ways to Earn Money Online While Traveling’ tells your readers precisely what they’re in for—that there are 10 different ways to earn money online while they travel. They can also decide if they have the time to read all ten listed methods.
This is another psychological copywriting tactic that plays on people’s natural curiosity. Your readers want to learn, and they want to know what their peers know too. Questions are an effective form of writing a copy for headlines as they prompt readers to think about the answers to the questions. For example, a headline reading ‘Are You Really Ready for Marriage?’ would get plenty of attention from single people, people in relationships, and even those who are engaged who want to make sure that they’re ready to take the plunge.
4. Threat and warning headlines
When it comes to writing topics to attract more audience, these headlines are extremely compelling to readers, most of whom want to avoid problems before they occur.
● ‘Do You Recognize the Warning Signs of Early Dementia?’ or ● ‘Here’s Why Social Media Addiction is the Next Great Health Crisis’
promises essential tips to help your readers avoid these issues before it’s too late.
Headline Template Hacks
Last but not least, these headline templates are all based on highly effective content writing strategies like the ones listed above. Use them in your next blog posts to captivate your readers and improve your blog engagement rates:
● What [#] Studies Have to Say About [Subject]
● [#] [Noun] That Are Proven To [Desirable Outcome]
● [#] Ways To Be [Adjective] When You Don’t [Verb] [Adjective]
● How To [Verb] An [Audience] With The Best [Subject] Tips (+[#])Free [Resources])
● [#] Data-Driven [Noun] From [#] Of The Most Popular [Noun]
● [#]+ Easy Ways To [Verb A [Noun] That Will Skyrocket By [#]% In 1 Year
● How To Use [Noun] To Increase Your [Desirable Outcome]
● The [#]-Minute, [#]-Step Solution For The Best [Noun]
● How To Rock A [Noun] That Will Save You Tons Of Time/Money
● How To [Verb] Your [Noun] For Massive Growth
● To The [Role] Who Will Settle For Nothing Less Than [World-Class Outcome]
● Break All The Rules And [World-Class Outcome]
● How Your [Service Provider] Is Ripping You Off And What To Do About It Right Now
● I Found A [Adjective] Way To [Get Incredible Outcome]
● See Why We Have An [Adverb] [Adjective] [Social Problem] In Just [Short Time]
● [Influencer Or Celebrity] [Emotional Reaction] [To Thing That Basically The Whole World Already Understood]
● Is This The World’s First [Good, Bad, Or Desirable Thing]?
● How To Survive Your First [Good, Bad, or Desirable Thing]
● Who Doesn’t Like [Somewhat Accepted Taboo]? [Unexpected Answer With Tease About Why]
● I Spent [Time] [Working Toward Goal]. I Just [Quitting Statement]. Here’s Why.
● I Don’t Regret __________. But Here’s What I’d Do Differently
● Would You Do [Unimaginable Thing]? I Just Did.
● Who Else Wants __________?
● The Secret Of __________
● Here Is A Method That Is Helping __________ To __________
● Little Known Ways To __________
● Get Rid Of [Problem] Once And For All
● Here’s A Quick Way To [Solve A Problem]
● Now You Can Have [Something Desirable] [Great Circumstance]
● [Do Something] Like [World-Class Example]
● Have A [Or] Build A __________ You Can Be Proud Of
● What Everybody Ought To Know About __________
● How To __________ Every Day
● How To __________ As a [Role]
● Give Me 30 Minutes And I’ll Give You [Desirable Outcome]
● Try These 5 [Tactics] For A Week, And Be Twice As [Productive].
As you know, one of my goals with this blog is to help you find new, better and more efficient ways to increase traffic, build your email list and improve conversions and sales of your products and services.
That’s why I’m always on the lookout for great new tools and resources that can help accelerate your results.
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The Internet is a pretty crowded place. Getting noticed among all the other websites vying for your customers’ attention may not seem easy.
That said, it can be easier than you assume. You simply need to apply the right tactics. If you’re looking for a way to optimize your siteso it draws in more leads (and yields more sales), keep the following tips in mind:
#1 Track Visitor Behavior
There are numerous heat map tools available which let users know where visitors are scrolling and clicking on their websites. Using one of these tools to monitor how guests behave on your site can help you better determine where certain offers and CTAs should be positioned for maximum effect.
#2 Track Conversions
Google Analytics offers site owners many ways to monitor traffic. Although it’s worth your time to experiment with its various features, it’s particularly smart to track conversion sources. This process essentially tells you which traffic sources are driving the most (and least) sales.
For instance, you might learn people who visit your site via social media channels aren’t making purchases. Depending on your strategy, you could work on improving your social media campaigns or using more of your budget to optimize channels which are already delivering strong results.
#3 Include a Video
Did you know 64% of online shoppers are more likely to buy a product after watching a video about it? Video content may cost more money to generate than simple text-based content, but it can also deliver a strong return on investment. Consider adding an explainer video to your site to boost sales.
Beauty brands, for example, might include videos of customers applying their products. If you run a coworking space, including a virtual tour could highlight what sets you apart from other shared offices in the area. One coworking space leveraged this strategy on their homepage to attract new members and improve their average time on site. These dynamic videos are a great way to give viewers a more accurate feel for your brand and your products.
#4 Include Testimonials
Savvy customers know they can’t simply trust you to represent your business honestly. However, surveys also indicate 85% of people trust online reviews to the same degree they trust recommendations from friends and family members. Thus, simply featuring reviews and testimonials on your site can help you turn new leads into paying customers.
#5: Test Landing Pages
Creating a website that maximizes your revenue is much easier when you experiment with different tactics to learn what does and does not work. That’s why you shouldn’t rely on one landing page for a particular service or product at first. Instead, A/B test different versions to see which one drives more sales.
#6: Audit Your Site
It never hurts to examine your current site in close detail to determine where you can make improvements to generate more conversions. Performing a conversion audit is often a smart first step to take during this process. Taking this step early ensures you know where you should focus most of your efforts when making changes to your site.
Again, there is a lot of distracting content on the internet. Keeping your visitors’ attention long enough to turn leads into customers requires designing a website that converts. These points will help you achieve this goal.
QUESTION: What is your #1 biggest challenge in your business when it comes to generating quality leads from your website? Shae your comments and questions below.
Are you struggling to motivate your team, especially during the summer months?
Sometimes as a business owner with employees you can feel more like a babysitter. The good news is … it doesn’t have to be that way. There’s lots of great team motivation ideas you can try this summer to transform your high maintenance employees into high performing teams.
You just need a few great team motivation ideas to implement. In fact, I want to open your mind on how you can do that even while you are away on your own summer vacation.
Studies have shown that your biggest “a-ha” moments often occur when you put yourself in a different environment – – away from the daily grind of working in your business. That’s why it’s so important to take a vacation to rest your brain (even if for just a day or two)…
So, while you’re taking a much needed respite away FROM your business… but there’s one ingredient I want to offer you that can help you achieve much needed breakthroughs FOR your business… even WHILE you’re away on vacation this summer.
However if you want a breakthrough you need to percolate your brain with new questions from a fresh outside perspective. That’s why I’m inviting you to a free weekly 30-Minute Laser Coaching Clinic– that kicks off on August 7th.
It’s called TEAM TALK TUESDAYS at TWELVE
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I’m dedicating 4 Tuesdays — Aug. 7, 14, 21 and 28 to help you build your dream team (my summer gift to you!) SIGN UP HERE Whether you have 1 or 20+ employees on your team this is your opportunity to discuss your biggest team challenge right now. We’ve received lots of great questions already like:
How can I motivate my employees?
How can I build sales accountability for my team without having to use complicated CRM systems?
Can I train my estimators from being order takers to generating their own leads?
How can I unload more work off my plate without it boomeranging right back to me?
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Listen to Last Week’s Team Talk Tuesday Call Here:
Here’s a replay of Team Talk Tuesday Call #3
When you sign up I’ll send you the link to my private conference line. This means you can join the call from your computer or call in from your phone.
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Yoon ~ PS. Friends don’t let friends struggle alone. Know a business owner who is wearing too many hats? …. Forward them this blog article and invite them to join us for TEAM TALK TUESDAYS at TWELVE (12 noon EST)
The old adage of ‘you buy cheap, you buy twice’ can be a powerful one.
Promoting the quality of what you offer is a viable way of justifying charging higher than your competitors. And the same goes for services or software — the better the build, the less customers will need to spend on support and fixing issues.
You get what you pay for — and that holds true across the board, from selling million dollar Senior Living communities to selling $100,00 Elite coaching-mastermind groups.
When you’re selling high ticket products, highlight the longevity and the reliability of your product — “You can buy it for less elsewhere which might seem cheaper in the short run, but it ends up being most expensive in the long run because you’ll have to replace it over and over again.”
If you’re selling high end services, highlight the high return on investment of what you’re offering — “Let me show you how we get you results and even 10X the ROI.” Now how’s that for a powerful sales statement?
2. Win them with awesome ‘gotta-have’ features.
Another way to convince prospects is to highlight the features they get with you that they can’t get anywhere else. It’s a simple, yet effective way to communicate value in a way that’s easy to understand.
This comparison guide from Pipedrive is a really comprehensive (and honest) look at CRM features:
By pitting Pipedrive’s features against that of its major competitors (Salesforce and Zoho), they are letting prospects decide for themselves what service they need based on the essential features.
Feature-led selling is a great way to get someone to buy, especially if they have a non-negotiable feature they can get from you that they can’t get from anyone else!
Speak to your loyal customers and users and ask them what cool feature or service you could add that would transform their experience with you.
It may give you an idea of how to 10X your value. Keep constantly updating and renewing your product and service offering to ensure that you are are the best and most complete offering on the market.
3. Highlight experiential value.
Is there something that you can offer that no one else does right now? Have you got any features in development that are going to change the game? Are you going above and beyond and offering people a VIP customer experience?
This is all about showing your customers value by highlighting your uniqueness, as well as making a big deal about your stellar customer experience.
Speed of delivery – In some cases, customers are often willing to pay more if they can have the product sooner. Just think about the popularity of Amazon Prime — people will actually pay a monthly fee just to get their products quicker when they need them. Same goes for services — the ability to get started on a cleaning or service contract sooner can be worth its weight in gold for busy customers.
Personalization — People love products that they can customize and call their own — always offer this as an option if you can. Dropshipping and print-on-demand shipping models are a cost-effective way of offering mass personalization options and variants to your customers, without the need for a bespoke workshop.
For someone selling services, a bespoke contract might be a way to fulfill this same need — or just invest in great customer service and email marketing to personalize their interactions with you and your brand.
Emails can be a great way to remind people they are due another visit to you, or even wish them happy birthday from you and your team!
4. Harness social status.
In Europe where the roads are more narrow and the gas is more expensive, they love small city cars. Car brands Skoda, SEAT, and Audi are all owned by Volkswagen and many of their cars share the same components. And yet, the small Audis sell at a higher price due to the perceived value and status of having those four rings on the hood.
Social status — people love to buy into products and services that make them look & feel good in front of other people.
This is where you want to embrace the ‘soft sell’ and display customer reviews in prominent positions both offline and online.
You will also want to use language in your sales literature that sets you up as the premium or ‘go to’ supplier in your area.
Highlighting other big hitters or locally respected people and brands who have come to you already is a great way to increase your social credibility.
5. Let your customers sell you for you.
Go one up on reviews: in-depth case studies and testimonials are another great way of bringing your value or the value of your products to life. Invest in some user-generated content to put sales messages into the hands of your customers.
Why not shoot a customer happiness video to showcase your biggest advocates?
Platforms such as Feefo and Trust Pilot are reasonably easy to implement on websites and provide an easy to understand rating system for customers. Creating a community of happy customers will help with social proof, but you will also need to address your branded literature to ensure an aura of quality and value pervades your brand. Some standout customer quotes and stories should be your go-to value propositions when talking to an unsure prospect.
Spend time looking at how luxury brands market and sell their products — they often fall back on age-old techniques like storytelling to help communicate the social status of their brand.
Keep this in mind when creating sales literature like brochures, flyers, leaflets, and landing pages.
Sometimes appealing to people’s imagination and sense of wonder works better than being practical about it. (It’s why beauty salons and spas invest so much time and money in creating an ‘out of this world’ impression and experience).
People love buying into history and provenance. Make a big deal about your origins, and always highlight the human story behind your materials, suppliers, and vision.
For service-led businesses …
Highlight the prestige of your education or experience, or mention any significant awards and mentors who’ve helped you along the way. Showing that you’ve ‘been in the game’ for awhile can help convince people you are a serious contender.
8. Give value to the community.
Ethical buying is important to vast swathes of the population — tap into ethical consumer trends by communicating your ethical credentials during the sales pipeline. Encouraging your customers to pay more for a good cause e.g. responsibly sourced materials or responsible labor practices is a great sales tactic when price rears its head.
Even service businesses can leverage this strategy by having an awesome corporate social responsibility program, or using ethical supplies and suppliers.
Seek out partnerships with charitable organizations and certified bodies to add legitimacy to the causes you support. It’s not cool to use causes as a cheap way of getting more sales — you need to actually be committed and engaged.
9. Talk & write like you mean it.
Producing content to show you’ve got your finger on the pulse will help demonstrate the value in buying from you. People are much more likely to buy from suppliers and service providers who they follow and engage with on social media.
Ensure that you are ready to engage with customers across a diverse range of channels, whether they choose to call or tweet you.
You can show your customers you understand and care about the same things they do. So if for example you’re selling men’s watches, consider writing some content around men’s lifestyle and fashion to show you connect with your audience in a meaningful way.
Part of connecting with your audience is using an appropriate tone of voice and a brand that resonates with that audience. Sometimes, a stand-out content or ad campaign can grab the attention of customers and have them buy into you as a business. So, there you have it! Now be sure to take the time to implement these 9 steps into your business … OR
If you’d rather speed the process, you can get my help with a
HIGH TICKET SELLING QUICK START LASER COACHING Session, so you can position your high ticket offer to truly make it irresistible!
💬 QUESTION: What is one question about high ticket selling we didn’t cover in this article? Share your comments below:
Contributing Writer, Victoria Greene is a branding consultant and freelance writer. On her blog, VictoriaEcommerce, she shares tips on e-commerce and how companies can improve the way they represent their brand. She is passionate about using her experience to help brands improve their reach.