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How We’ll Use The Power Of Words To Turn “Somewhat Interested” Visitors… Into Raving Fans
Desperate To Buy From You!
The “power of words”.
I know... it’s a cliché.
But that’s because it reflects a timeworn truth.
The truth that words are powerful.
And in your case, it means this:
The Words On Your Website Are The MOST POWERFUL TOOL You Have For Converting Your Website Visitors Into People Who Pull Out Their Wallets and Buy From You! |
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Sure, good web design and usability are necessary… but it’s the words that convinces someone that you have exactly what they want and need, in the right size, color, style, format, quantity or other measure, for the right price… and that they must buy it from you now.
So, how hard are your words working for you now? Are they persuasive enough?
Are they generating enough sales for you?
Your profit and loss statement will tell you.
And I’m betting it’s telling you that you should be making way more money right now!
Well, you can make more money… and believe it or not, it may only require changing the words on your website.
Not only that, but with the right words, you could turn your business into a money-making machine, that rakes in more and more money… without you having to invest in any more advertising whatsoever!
Now, I urge you to focus on both generating and converting traffic… but let me be honest. All things being equal, and assuming there’s a cost involved in generating traffic (e.g. if you pay for clicks, advertise in any other way, or pay any kind of commission per visitor)… you’ll always make money by converting more traffic than by increasing your traffic by the same percentage. Check this out:
Why, All Things Being Equal, You Earn More By Converting More Traffic Than By Generating More Traffic...
Imagine your website is achieving the following:
Current traffic: 1,000 visitors
Cost-per-click: 10¢
Total traffic cost: $100
Conversion rate: 1%
Customers: 10 customers
Product Price: $20
Total sales: $200
Total profit: $100
Assume that you must pay for all your traffic. Now what happens when you double your traffic compared to doubling your conversion rate?
Strategy #1 Double Traffic
Traffic: 2,000 visitors
Cost-per-click: 10¢
Total traffic cost: $200
Conversion rate: 1%
Customers: 20 customers
Product Price: $20
Total sales: $400 (an increase of 100%)
Total profits: $200 (an increase of 100%)
Strategy #2 Double Conversion Rate
Traffic: 1,000 visitors
Cost-per-click: 10¢
Total traffic cost: $100
Conversion rate: 2%
Customers: 20 customers
Product Price: $20
Total sales: $400 (an increase of 100%)
Total profits: $300 (an increase of 200%)
As you can see, by increasing your conversion rate, you don’t have to pay for more traffic… which means you make more profits! |
Of course, in most instances all things are not equal, you can often generate extra traffic for “free” (for example, generated through search engine optimization), and as long as you have a positive value per visitor (VPV) you should always continue investing in PPC advertising… so don’t abandon traffic generation!
But, as you can see, increasing conversions is way, way more powerful and PROFITABLE than simply increasing traffic… and it’s the words on your website that have the MOST impact on increasing conversions.
Need convincing?
Online Copywriting - How Words Will Either Make Or Break The Sale
Your copy is important because what you say, and how you say it, are integral to convincing someone to buy from you.
Words – whether they’re written or spoken – lay the foundation for most, if not all, sales communications, and certainly those on the Internet. (When we talk about copy, we don't just mean the text you see on a webpage. We also mean the words used in audios, videos, emails and interactive sales devices).
Think of your website as a de facto salesperson , whose job it is to persuade visitors to your website to buy your products and services.
Now, each element of your website forms the overall communication between your “web salesperson” and the visitor, but the most powerful element of this communication is what your web salesperson says - the words on your website to convince the visitor to buy.
You see, it’s been said that there are only three reasons why someone will buy from you. Because they:
1. Know you
2. Like you, and
3. Trust you
On the other hand, there are three reasons why people don’t buy from you. Because they:
1. Don’t understand you
2. Don’t believe you, or
3. It’s just bad timing
Your website – again, think of it as a de facto salesperson - either inspires someone to know, like and trust you… or leaves them feeling as if they don’t understand or believe you. (There’s not much you can do about bad timing, except use a strategy like an optin strategy to keep uppermost in the prospect’s mind when they are ready to buy from you.)
And the key to getting someone to know, like and trust you is what you say to them when they visit your website.
But here’s where a lot of websites – and copywriters – get it wrong.
We mentioned above that old truism: “it’s not just what you say – it’s how you say it” as being integral to convincing someone to buy from you. Well, on the Internet, that means the style of copy you use - how you present and format it and the tone of voice you use.
One thing we’ll do before we write a single word for you, is work out exactly what type of website you have – or should have – based on your target market, your positioning, your goals and the products and services you’re selling.
Only then can we ensure that the style of copy will suit your website.
What Type Of Website Do You – Or Should You – Have?
Most commercial websites are one of 6 different types:
The 6 types of commercial website
1. Brand – the main purpose of the website is to maintain and/or build a company’s brand. The site may include information, news, games, promotions, but there’s no real aim to sell anything from the site. An example is Pepsi World: www.pepsicola.com/home.php
2. Brochure – the purpose of this website is to promote the company and explain its services, but there’s little or no effort to sell from the website. An example is the website of law firm, Wilson Sonsini Goodrich & Rosati: www.wsgr.com
3. Content – the main purpose is to deliver free content: information, news, games, animations, or other content via the website. The site makes money from advertising. No sales transactions take place on the site. For example, online magazine, Slate: www.slate.com
4. Catalog – the purpose is to present and sell a range of products and/or services. These may be online products / services (for example, Sessions.edu, which sells online design courses: www.sessions.edu) or physical products / services (for example, online bookstore Amazon: www.amazon.com)
5. Salesletter/advertorial – the purpose is to present and sell one specific product or service. An example is: www.marketingwithpostcards.com Note: “salesletter” doesn’t strictly mean that the copy is in the form of a “Dear Name” letter or that an “advertorial” is exactly like an editorial or article (other formats include a “product review” or simply a description), but, in any case, the webpage appears as a highly focused and detailed expose of the product or service.
6. Hybrid – the site combines one or more of the above. For example, our site, http://www.kikabink.com is a Brochure website in that we present our company and services. However, we use a Salesletter/Article approach to present and discuss each service.
Ecommerce websites – websites that aim to sell - fall into categories 4, 5 and 6 (if they combine 4 and/or 5 with something else). |
Your site will convert more website traffic into customers, when:
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Your type of website suits the products / services being marketed ;
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The copy – length, tone and content - suits your website type; and
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Your copy is benefit driven and persuasive.
Your site will convert less traffic when:
Website optimization takes care of ensuring your website type matches your products and services.
For instance, a Catalog site is generally suitable for instantly recognizable products that don’t require a lot of explanation. A Salesletter/Advertorial site, on the other hand, is best for products or services that are new, intangible and require some explanation for the website visitor to understand the benefits and features.
Once you’ve worked out which type of website suits your business, the only remaining issue is the copy – it must suit your type of website, and it must sell!
Our “Killer Secret” To Writing Copy That Sells
Once we’ve determined the kind of copy you need for your website, we’ll assess your current copy and work out how we can improve it… or whether we should simply rewrite it.
There are basically three kinds of copy:
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Bad copy – copy that doesn’t sell (or sell enough), such that the conversion rate falls below 1% (for sales conversions);
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Good copy – copy that delivers a conversion rate of between 1 and 2% (for sales conversions); and
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Great copy – copy that achieves a conversion rate of 3% or higher (for sales conversions).
Of course, your copy isn’t the only contributor to your conversion rate, but let’s assume everything else is fine - you’re generating lots of qualified traffic and your website has been optimized to produce optimal sales. That leaves the copy.
Our aim is to produce great copy!
And there’s a “killer secret” to how we do so. It’s a secret that many other copywriters and consultants scoff at. In fact, most big advertising agencies would sooner eat their young than admit the validity of this secret (I know – I’ve worked full-time and as a freelance copywriter with a few of these big agencies).
Want to know what the secret is?
Well, there are three parts to this secret. The first is this… we’re unlikely to produce a 3% plus conversion rate straight away.
Hey, I’m not saying it won’t or couldn’t happen, and you can be sure we’ll be aiming to do so!
But the truth is – we don’t really know, for sure, what will deliver a 3% plus conversion rate. Neither do you (unless you’ve already got a 3% conversion rate). And nor does anyone else…
And that brings me to the second part of this secret: the only true experts are your customers! And what they do – the degree to which they buy – tells you what works and what doesn’t. (See what I mean about big advertising agencies scoffing – do you really see them admitting that they’re not the marketing geniuses they claim to be?)
Which leaves the third part of this secret:
The only way to achieve the highest possible conversion rate – and the most sales and profits - is to innovate, test and track… again and again and again.
So, our secret is simply an acknowledgement that:
So, when you engage Kikabink, we will keep on innovating, testing and tracking… so you make more, and more, and more money.
For example, when we write a headline for your site, we’ll split-test two different versions so we can determine which one converts more traffic.
But that’s not the end of the story. That’s only the end of that particular “challenge”. Now it’s time to create another headline (the next “challenger”) to go up against the previous winner (the “champion”) and determine which generates the most sales out of those two.
In fact, we’ll keep on testing headlines, subheads, specific paragraphs, the text in your optin offer, and just about every part of your copy, so we can continue to increase your profitability.
If you’ve done business in the “real” world, you’ll know it can be very expensive to test, trade and innovate. (Imagine the cost of testing two different color schemes in physical store!) But one of the great things about the Internet is that it costs virtually nothing to innovate, test and track… yet the potential rewards – high profits – are enormous!
What Is Great Copy?
Just because we don’t know exactly what’s going to produce the highest possible conversions for you doesn’t mean we’re not experienced copywriters who don’t know the tried-and-true elements of good, and great, copy!
As previously mentioned, we strive to produce great copy.
So what are the differences between good and great copy? In a nutshell
Good copy has the following features:
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Proof – you need to “prove” to your reader that you really will deliver the benefits you’re promising. Use case studies, testimonials, client lists, statistics, examples, and “social proof” copy techniques.
Great copy has all of the above, but works a little harder.
It resonates with the reader so strongly with the reader that they’re not only compelled to buy, but – even if they don’t buy straight away - they keep thinking about the product or service after they’ve read the salesletter (which is important in order to bring back people who don’t buy the first time they see it).
Website as a whole
Remember, the design and copy of your website as a whole should work together to convince your visitors to know, like and trust you. So, while you need to demonstrate complete understanding of your visitor, you also need them feeling as though they know you. That’s why having an About Us page (if it’s a Catalog or Hybrid site) or some explanation of who you are and what your credentials are (in a Salesletter/Advertorial), is almost mandatory.
What We’ll Do For You
You may wish us to write or rewrite your entire website… just one webpage… or nothing more than a headline.
In each case, we’ll apply the same methodical and professional approach to ensure you get the most powerful and effective copy possible.
Depending on exactly what you want, this is how we’ll approach the task:
1. Research your target market: we’ll research and analyze your target market to understand exactly what they want and why they want it. Our aim is to fully understand your prospects.
2. Research and analyze your business: we want to thoroughly understand your goals, your positioning and unique selling proposition, and your products and services – in short, your business.
3. Determine copy style, angle and tone: having performed steps 1 and 2, we’ll be able to determine the match between the desires and motives of your target market and what your product or service offers them. We can then work out the style, angle and tone of the copy.
4. Write (or rewrite) your copy.
5. Innovate, test & track: we’ll make ongoing changes to improve your results. In our view, the first write (or rewrite) is only the beginning – as I mentioned above, it’s unlikely to deliver the best possible results (the highest possible conversions and net profits). Only by constantly innovating, testing and tracking, will we be able to really learn what makes your customers buy (and buy more, and spend more) – and make those little tweaks and changes - and sometimes big changes – that deliver even greater sales and net profits.
So What Does It Cost?
We’ll quote a project fee based on your individual requirements, but here’s a guide to how we structure our fees, and the minimum you can expect to invest:
Copywriting
(All prices in USD)
For questions about pricing, see our FAQ. |
Research and writing: from $1,200 per 400 words
Copy innovation, testing and tracking: from $400 per month
Total: from $1,600 |
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