There are very few things that are more fun than seeing money flow in to your bank account on autopilot.
I mean, that’s the whole appeal of SEO, right?
Set it up the RIGHT way for long-term traction and then just watch the relevant traffic roll in.
And even better if you’ve got a high-converting lead gen or affiliate site.
You could be one of those guys who gets notifications on their phone every time you make a new sale.
Imagine… you’re sitting at dinner with your buddies when…
“Dude someone’s texting you like crazy. You’ve gotten like 5 of those in the last 10 minutes.”
“Nah it’s okay. It’s just my paypal notifications.”
*ding* Another sale.
*ding* “Sorry guys I’ll put it on vibrate”
“Dude you are definitely buying this next round”
And you try not to be douchey about it, but it’s still really freaking fun and you’re just sitting over there like….
But as most marketers know, it’s not JUST about the traffic.
Of course the first step is to get all of those relevant eyeballs on your website, but then you’ve got to get them to convert, right?
If you’ve got plenty of traffic and your website STILL isn’t making money, then you already know that it’s time to optimize for conversions.
The problem is – when you spend most of your time analyzing keywords and traffic trends, digging into conversions can be a BIATCH of a mind shift.
Especially when you’ve already worked so hard to get relevant visitors flowing into your site.
As the saying goes: “You can lead a horse to water, but you can’t make him drink.”
…. Or can you?
In this post I’m going to give you a repeatable, easy-to-use process for creating incredibly persuasive sales copy that gets readers BEGGING to buy from you.
It’s easier than you think.
But first you need to understand how this works.
Let’s start with something that you’re probably tired of hearing.
If you’ve got the traffic, but aren’t converting well, then your content could be the problem.
At this point you’re probably saying, “Alright Alright I get it! Quality content is important. Shaddup ‘a yo face already.”
( Translation: that’s New York Italian for ‘please stop repeating yourself’’ )
But there’s a reason we all sound like a broken record. And if you follow smart people (Like King Kiekbusch over here) – then you’ve heard the “quality content” speech before.
But what some SEOs don’t realize is that creating great content isn’t just about getting one up on The Googz, and it isn’t the only piece of the conversion puzzle.
Here’s what separates the guys getting a constant flow of *ding* sales alert notifications on their phone, and the SEOs still struggling to make sales.
You need persuasive COPY just as much as you need great CONTENT.
Contrary to popular belief, it ain’t all about providing value to the reader. (Oooooh. Controversial, right?)
I’m not gonna get all preachy about the difference between copywriting and content marketing – that’s a whole ‘notha ball game – but just so we’re on the same page, let’s define the general difference.
Content is designed to provide readers with valuable information so they can get to know, like and trust you. It increases visibility, builds authority, and also isn’t too shabby for the rankings either.
Copywriting is designed to get readers to take a very specific action (like clicking that buy button or giving you their email). Copywriting uses psychology and sales techniques to put readers in the right mindset so they feel that YOU have the best possible solution to their problem.
You DO need both. You DO need great content that ranks and that gives the reader a reason to be there.
But you also need to leverage buyer psychology and persuasive sales tactics to get readers in the right mindset and prime them to buy before you ask them for the sale.
Now let’s back up. That last sentence may sound a bit scary to some people. But stick with me because it’s actually easier than you think.
Here’s a secret that direct-response copywriters have been using to get you to buy stuff since the dawn of marketing…..
If you can get people into an emotional state then they’ll shut off the “logic” part of their brain that creates objections to buying.
You want to know a really great way to get people into an emotional state?
Stories. Tell stories.
If you don’t believe me — go spend an hour watching videos about deployed soldiers being reunited with their golden retrievers. Or dads seeing their daughters in their wedding dresses for the first time.
(I’m not crying. YOU’RE CRYING)
If you can tell a great story that taps into people’s emotions, then you can pretty much sell anything.
Trust me. I’ve created copy for hundreds of affiliate sites across dozens of niches. And while I don’t want to reveal anyone’s super snazzy affiliate niche, let’s just say there are some ridiculous things selling like crazy on the internet that would definitely remain un-sold if the whole “logic” part of the decision-making process wasn’t shut down by emotion.
A landing page that uses stories helps warm up cold traffic by making a deep personal connection with your readers.
In the copywriting world, we call this type of story-based landing page an Advertorial, or a Pre-Sale page.
They work by leveraging stories to put the reader in the right mindset so they’re open to hearing about your offer before you ask them to buy…
… Essentially turning a “cold reader” into a “warm reader” right there on the page. And warm readers lurrrvvvv to give you money!
This doesn’t have to be complicated. If you’re running traffic to an affiliate website or a lead generation website, it’s super easy to work stories into your existing product review pages or even your homepage.
In my experience, the best place to put a story is right up top in the introduction (called The Lead)
So the next question is, how do you tell great stories that get readers to take action?
Or better yet – how do you get the ideas for these stories in the first place?
The best stories revolve around a single, emotionally-driven theme.
This “one big idea” is talked about a lot in copywriting. So much so that some copywriters specialize exclusively in generating big ideas. It’s that powerful!
If you feel like you don’t have a creative bone in your body: don’t panic. You can still create great stories that sell.
Because, like most elements of persuasive copywriting, the best way to find a killer story theme is by paying attention to your audience.
Contrary to popular belief, the best stories – the ones that really get our juices flowing – do not come from your imagination. They come from real life.
For example, have you ever heard someone tell a ridiculous story and thought: “This is crazy. You can’t make this stuff up!”
Life is a wild ride. And thanks to online forums, blogs, and social media – you can get a front row seat to MILLIONS of people’s stories.
Spend some time in places where these people hang out online.
Facebook groups, the comments section of relevant blogs, Reddit (if you dare), etc.
Or better yet. If you REALLY want to take it to the next level. Go talk to these people in real life!
I know… it’s insane to think about talking to a potential customer anywhere except through the screen. But if you go sit on a bench at Walmart then I guarantee you will hear some batsh** crazy stories if you ask a few leading questions.
Regardless of how or where you’re doing your research, pay close attention to what these people are saying:
These conversations will reveal some pretty powerful stories.
It may not be a full story.
You may have to pry that story out of someone’s comment like a bird tugging a worm out of its hole. But if you can twist out the skeleton of the story then you can flesh out the details and embellish it later.
Then the trick is to connect the story back to your offer with a transitional sentence or paragraph that bridges the two ideas together.
By creating this bridge, these stories will help people see that the product you’re offering is the perfect solution to their problems.
The best part is, these people have already written the most persuasive sales copy FOR YOU.
It’s coming right out of their mouth! (or rather… their keyboard fingers)
Now you just need to turn the words around and say it back to them.
The goal is to have your readers nodding their head “yes” as they’re reading… feeling like you’re right there listening in to the conversations they have at their dinner table.
By using their own stories to tap into their emotions you’ll show them that you truly “get’ them, and they’ll be banging down the door to click that CTA button.
Alright, so let’s talk action.
How can we make this work for YOUR website?
I’d lose my ‘copywriter card’ if I didn’t sneak in a teeny weeny little pitch (I swear, you won’t even feel it) – so if you’d like to skip all the hard stuff and hire a seasoned professional to do all this for you, then hop on over to my website to learn more about how we can work together.
Or jump on my email list to get the new pack of templates that help your team do this in-house when I release those soon.
But if you like to do really hard and annoying stuff yourself…
(kidding… sort of… I’d be lying if I said I’ve never broke down and cried while writing a sales letter)
…then here’s a quick action plan to implement this on your own site.
Once you’ve made a connection between the story and your offer, then you’re free to dive in to the features and benefits of your product and service.
The difference is, NOW people who are reading will be more open to hearing your sales message and already be primed to buy!
I hope that was helpful for you guys who have been struggling to make a connection with readers on your website, or really want to take your conversions to the next level.
Dig in and let me know how it goes!
I’d love to answer any questions you have and hear how this works for your business.
Until then – happy story searching!
About the author:
Rachel Mazza is a Conversion Specialist who combines years of SEO experience with a deep understanding of buyer psychology and persuasion tactics. She writes high-performance sales copy for some of the top SEOs in the industry and creates resources that help online marketers increase conversions.
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