And the winner is..... Copywriting!
In this order: Headlines -> The reasons why -> Call to action copy -> Framing the offer
If your headline sucks, nobody will read your copy. If your headline stops your audience in their tracks and makes them click through to read your copy, make sure you've touched on all of the reasons WHY they need to buy your stuff — the more reasons you have, the easier it is to sell.
And once you have that piece of the puzzle in place, you need to take care of your call to action copy to get your audience to do what you want them to do.
You also need to frame your offer aka package it nicely aka inflate the perceived value but not to the point you oversell.
When all systems are go, it will only feel natural for your audience to click the buy button.
That's how you get high conversions. And that's how you make money online.
Double down on copywriting and thank me later.
I got quite a few DMs thanking me for the tips above, but also asking to expand a little more on it.
Please ask questions on here guys. It will help to bump up the thread and allow more people to learn the IM.
The one thing I would add to the copywriting pointers is this:
There are 3 types of traffic:
- cold traffic
- warm traffic
- hot traffic
You've probably heard of it before but stick with me. I'll show you what most people are missing with it.
Cold traffic
This is the one you want to focus on. The odds are, nobody knows you, you don't have social media following and your product or service is unknown.
Cold traffic generates the most amount of money in your funnel.
If you master the art of marketing to this type of traffic, you're literally set in no time.
I'll give you an example from back in the day when I thought I knew what I was doing.
I've had my landing page ready, the copy was all wrapped up and live on the site and I started driving traffic to it through adwords and facebook.
And I mean a lot of traffic. After hitting 1,000 unique visitors over 3 days, I had ZERO sales.
Fucking great.
I've just burnt through $640 and made zero back.
I had $360 left in the budget and something had to change. I thought about it and the headline was driving the wrong kinda audience to my offer.
Or in other words — the audience was good but the copy was shit.
So instead of changing the copy, I changed the headline.
I changed it from a desire-oriented headline to the problem-oriented one.
Within the first hour, I had 3 sales totaling nearly $100 worth of merchandise.
After 1 month, I turned over just under $14,000 in sales and spent a total of $6,500 on the ads.
Net profit was exactly $7,239.
The take away from it is that when you're marketing to the cold traffic, your headline and copy needs to tackle the problem your audience is trying to solve. You don't talk about the desires or the products. You talk about the problem only.
If it's too confusing, don't worry. It will all make sense in a bit
Warm traffic
This is the type of traffic that has bumped into you somewhere online before. It could be your social media followers or somebody who has already visited your site through an ad but didn't convert.
They need a totally different copy. The one from the cold traffic won't work.
If somebody is following you and the stuff you do, they're most likely already aware of the problem and their desire needs to be satisfied.
That's why your copy must not focus on explaining the problem or the product, but it has to convince your audience WHY they need it — focus on the desires that need to be satisfied before you move onto the product.
This is where you double down on discovering all of the reasons why from the previous post.
Hot traffic
These are the people who have already bought from you or you have them in your email list.
They are the easiest to sell to.
But, you need to market to them in two different types of copy.
You need to segment them into two separate categories:
1. Buyers
2. Subscribers
Every buyer is a subscriber, but not every subscriber is a buyer.
Buyer copy
The copy that goes to the buyers talks about the new product because they're already aware of the problem and you've already satisfied their desires with the previous product they bought form you already.
You want to emphasize the fact that the new product you're offering them will complement the previous one — this new product needs to be a logical purchase and make general sense, it CANNOT be something completely unrelated.
How would you feel if you were in a Mercedes showroom buying a new car and as soon as you received the keys the salesperson started pushing a motorcycle to you? That would be silly. Instead, the salesperson will have much higher chances of selling you a nicely packaged car insurance or extended warranty.
Subscriber copy
And the copy that you send to the subscribers needs to focus on the desires instead.
That's because there's something that hasn't convinced them to buy from you yet.
That something is the lack of a clear explanation of the reasons why they need to buy it.
Once you talk to them in the
conversation they want to have it will be much easier to sell to them.
What I mean by that is people love to buy stuff, but if you're talking to them about something else, they won't buy
from you.
They'll go somewhere else.
If you're still struggling to understand it completely, here's a quick example that will make it clear to you.
DIET EXAMPLE: Cold traffic
Pretend you're fat for a minute.
Here we go.
You don't know you need to lose weight.
You know you're fat, but you're enjoying your food too much at the minute to really do something about it.
The key words here are "you know you're fat".
Let's continue.
You might not be aware of what you really want, but if you see an ad that talks about the weight loss, you know it somehow applies to you.
The ad needs to talk about the general problem. Oftentimes, the statistics are the perfect fit.
For example: "78% of overweight people get diabetes. Find out how you can prevent from making it your reality".
Obviously I made it up, but the important thing to understand here is you need to spark up your prospect's interest and make them wanna click on your ad.
That's why you talk to the cold traffic about the general problem, instead of satisfying their desires.
That's because they most likely don't have any desires yet.
And that's why you must NOT talk to them about your product either because they don't desire to solve the problem.
They're just not there yet.
That's why you start with the general problem to tackle the cold traffic.
DIET EXAMPLE: Warm traffic
Pretend you're still fat and you're seeing my ad on facebook because I've just retargeted you.
You're aware of the problem you have and you want to lose weight.
How do you start?
You probably start by asking a few questions:
1. How can I lose weight fast?
2. Can you personally coach me to lose weight?
3. Where do I begin?
And now imagine if these are my answers:
Answer to question 1: I'm the best diet coach you will ever come across online
Answer to question 2: Buy my diet supplement today - limited offer only 3 for 2
Answer to question 3: My diet product has a 5 star rating on Google
So, my answers are fucking stupid, aren't they?
But you'll be surprised to know that nearly all of the struggling marketers write copy just like my answers to these three questions.
That's exactly why they're not making any money.
Now, imagine if I gave these 3 answers instead:
Answer to question 1: Try this if you looking to lose weight fast. This is the secret your personal trainer doesn't want you to know
Answer to question 2: Are you looking for a diet coach? I offer flexible terms, I deliver results and I guarantee satisfaction
Answer to question 3: Want to lose weight and don't know where to start? Try this free quiz to see how you can lose weight with minimum effort
Obviously the "answers" is my ad copy.
What can you see here?
I talk the same language with my prospect.
It's so much easier for them to take action if you do it this way.
TODAY'S LESSON:
Step 1: Use different headlines to segment the traffic (cold vs warm vs hot)
Step 2: Feed a dedicated copy to each traffic type to put your audience in front of the right copy (problem vs desire vs product)
Step 3: Convert like a motherfucker
