Get ready for a jam-packed episode of Straight Facqts where our Host, Founder, and Paid Social Expert, Gabe Harris, talks to the one and only Jess Kiernan, Conversion Copywriting Expert, Positioning Strategist, and CEO of Wallaby Copy. They’ll be jumping into the nitty-gritty of how to convert your website traffic into customers. From improvements to the language you use, to conversion copywriting tips, Jess is sharing all the best practices to help take your performance to the next level. Check it out!
Turning generic language to specific language
First, Jess emphasizes the importance of knowing your brand’s personality and being specific in your copywriting to help customers picture themselves using your product or service.
The common mistake of using generic language can be a turn-off for customers, which is especially present in B2B tech companies. Instead, you should use plain but specific language to explain the benefits of your product.
For example, instead of saying “We save you time”, you can say “We save every member of your team 30 minutes every day.”
Furthermore, you can use jingles to create a memorable brand. What would your theme song be for your company? According to Jess, this would be a really cool way to get a better sense of your brand personality because people have such a personal relationship with music.
Transparency & honesty towards customers
Next, Gabe and Jess talk about the importance of being transparent with your customers. Jess mentions the dangers of making promises your product can’t keep, which can only lead to losing your customers’ trust.
Gabe concurs and shares his own experience of working with a brand that marketed a product that wasn’t ready to come out yet.
Word of mouth and personal referrals are incredibly helpful in attracting new customers. So, building that network through good communication is essential.
Then, they touch on the idea of “truth to projection” where a company’s actions and morals are a reflection of the leadership. After all, a company is a projection of the CEO and the marketing is a projection of the CMO.
Oftentimes, it can be difficult for employees to stand up against what they feel is wrong. Therefore, it’s important for leaders to set standards and morals in the company.
Jess adds that she likes working with growing SaaS companies because she can work with the founders and leadership team directly.
Having a clear positioning
Gabe and Jess continue to discuss the importance of being clear and specific about who you are + how to communicate that effectively.
A unified and clear positioning in a company is the most important thing. However, it can be affected by silos within the company.
So it’s important to have a growth roadmap. And, you should be talking to your customers regularly to strengthen that relationship with them too.
Jess notes that it’s helpful to step back and take a third-party perspective to identify what your brand does best, in order to communicate that message properly.
Gabe agrees and shares his experience of working for a company whose website wasn’t clear about what they did.
In short, you need a cohesive team that understands and cares about the customer. A lack of understanding for the customer can lead to them not caring about you.
This is where a positioning strategist like Jess comes in!
A positioning strategist can help bridge the gap between the company’s excitement about the product and the customer’s lack of knowledge or interest in it.
Improving copywriting on your website
A website copy is not a one-day fix. It always depends on the content because it can take time to develop new messaging and positioning. Additionally, fitting in valuable customer data requires time to brew as well.
So, website copywriting should not only be clear, it should also give a compelling reason for the customer to choose your product and keep talking about you.
Remember that customers are sometimes still using traditional methods to solve problems. This means companies just need to convince them to change their ways.
Overall, developing and maintaining customer trust requires teamwork, clear positioning, and effective communication through excellent conversion copywriting.
5 Ways To Improve Your Copy
Jess Kiernan shares 5 helpful tips in improving your copywriting!
✏️ Look for words you can simplify. You don’t have to say “leverage.” You can say “use.”
✏️ Look for redundancies and take them out. How can you shorten your text?
✏️ Verbify your nouns because it forces you to say what you’re accomplishing with it. So instead of saying, “An all-in-one productivity platform,” you can say “Get more productive by. . .”
✏️ Answer the question “How?” You have to give the how.
✏️ Answer the question “So what?” After each sentence, think about someone who has never seen anything but your page and ask yourself “If they say, ‘So what?’ What would your answer be?”
Thanks for listening to our podcast on Conversion Copywriting with Jess Kiernan!
Watch the video here: