The difference between good and bad copy is…
A lot of profit!
If we have a sales page that sells a product for £50 and it converts at 1%, then if 1000 people visit we are going to make 10 sales for a total of £500. If we can improve our copy to convert at 2% we are now making 20 sales and have doubled our revenue without any change to the number of visitors!
That’s why we should always focus on getting our copy converting as strongly as possible first, and then increase the traffic afterwards. Of course you need some traffic initially to be able to see what conversions your getting, but you want to save the big traffic push for when you know you are going to get a high conversion rate.
So, with that in mind, if I told you that if you spent an extra five minutes on your copywriting you’d be able to increase your conversion by 1% and possibly more. You’d want to know how.
And I’m going to tell you!
I have to give credit where credit is due. I learnt this trick from one of the best copywriters I know personally. He’s called Glenn Fisher and you can check out his blog here.
One of the tricks to compelling copy is to make it conversational. You don’t want it to be in perfect English with perfect grammar. Which, from my point of view, is a godsend.
What you want is to be able to connect to your audience on an emotional level. And that means talking to them like they chat with their friends.
And to do this, once you finished going through your copy. Once you’ve finished proofreading and editing it. There’s one last step to do.
Read it out loud.
Yup, it’s that simple!
But trust me when I say this will work wonders for your conversion. As soon as Glenn told me about this I began to implement it in my own copy with excellent results.
Because when you start reading aloud what you’ve written, you find things that sound fine in your head but spoken… they’re a little bit awkward.
Just the change of a word or comma can usually fix it and make it become conversational again.
What you’re doing by following this process is to make your copy conversational. Not just what you think is conversational, but what is truly going to make sense were you to be reading it to a friend sitting in-front of you.
I can promise you that you’re going to be very pleased that you started to implement this!
What do you think?