When It comes right down to it, there are three things that make excellent copy – copy that converts, that is. And honestly, it’s quite simple:
- Excellent headlines
- Relatable, relevant body copy
- Applicable and appropriate call to action
There are certainly other things that contribute such as SEO, page forms, landing pages, and the quality of writing itself, but the three I’ve mentioned above are critical if you are looking for high-converting content.
Many of you may be throwing darts at this post firmly believing it’s ‘not simple’ but let’s break it down.
Excellent Headlines
If you are doing the writing yourself, way to go! It can be challenge. Not everyone is up for it. So kudos to you! If headlines aren’t your forte, consider utilizing one of the many headline helpers to get you started. They’re a great resource for inspiration if nothing more. Here are a couple of my favorites:
- https://www.portent.com/tools/title-maker – fun and a little snarky!
- http://www.inboundnow.com/apps/kill-writers-block/ – basic yet professional formula.
- http://seopressor.com/blog-title-generator/ – easy to use and a nice description dropdown.
In an earlier post, you can check out my more in-depth thoughts on these and other title generators.
Relatable, Relevant Body Copy
People are busy. If what you’re writing doesn’t serve a purpose or isn’t relevant to the lives of your audience, they’ll move on to something else. Or, worse, they’ll unsubscribe entirely and move their attention to someone who’s captured their needs. So make what you say clear, to the point, and relevant.
If your target audience is middle-aged women passionate about quilting and iced-tea, and you’re sending out emails or posts about Minecraft and soda pop, you’re missing the mark. Regardless if you like sodas and Minecraft, you cater to your target audience, not yourself. If you can make those two relate…be sure to send me that email.
Be sure to download my free resource Creating GREAT Content for a crash course on content creation.
Applicable and Appropriate Call to Actions
If you’re writing about how the burst of warm weather helped your tomatoes grow on the balcony of your apartment and how everyone should grow tomatoes, then at the end of the email the call to action (CTA) is to sign up for a luxury cruise…something’s not quite right. However, if you wrote the same post or email, but the CTA was to sign up for your how-to guide on growing excellent tomatoes, regardless of your location….now we’re on to something!
See the difference?
Readers are going to think you are throwing a sales pitch at them after trying to coax them into being a friend in the first scenario. In the second, they’re more apt to sign up for it because you are being a friend and showing how you can help them grow tomatoes based on your own experience.
Conclusion
Writing content that converts isn’t rocket science. A lot of people out there will have you believe it is, but here’s the key: make it real, make it make sense, and make it matter. Your audience will thank you for it.
