One of the sticky situations I commonly encounter is this: brands don’t have a point of difference. Or they don’t know what it is.
That means we have to reverse-engineer the messaging that sets them apart.
Before we write conversion copy, we have to know why buyers should choose you
I’ll give you an example from a recent project.
I have a fabulous conversion rate optimization (CRO) agency client.
They’re deep experts in their field, deliver excellent service and results for their clients. Dan and his team are some of the most genuine, best people to work with I’ve met.
Only here’s the problem: any CRO can say the same. (Even if they’re not.)
Which means, when it came to rewriting their website (see a screenshot of the new site below), I had to figure out what points of difference would persuade their prospects.
Like other pro-CROs, they follow industry-leading ConversionXL methods…
They use proven tools…
They’re specialists but not vertically niched…
Sounds like a lot of other professional services, right? And those can be very hard to differentiate.
So, what’s the hook for the messaging?
For that, we needed insight into the psychology of buyers and the alternatives they face.
Sometimes it’s just not what your copy says. It’s how you say it.
As we went deep into competitor audits and voice-of-customer we realized an opportunity.
Too many CRO agencies were grandstanding, using hyped-up copy that inflated their own brands… but felt threatening for prospects.
Yes, we want to sound authoritative to our clients, but…
When we think about the marketers that hire CRO agencies, we realize they’re not just buying confidence in an agency. They’re also battling anxieties.
There’s a fear of being exposed for the mistakes you’ve made.
What if this CRO comes in and tells you everything needs to be changed? What will that mean for your status? For your job?
Often, we’d rather avoid pain than seek gain.
So, what can we DO with this insight?
Well, we feed it into the theory of what will convert. Part of our theory for the website rewrite is that visitors need to feel emotionally safe enough to make the initial call.
So we came up with a set of messages around the idea “You’re closer to more conversions than you may think.” and, “Now you can do more of the marketing that works and less that doesn’t.”
(Scroll down to see the new page copy and design.)
The entire messaging hierarchy is based on building the visitor’s confidence and esteem while painting a picture of more ease and less guesswork when they take the next step.
Are emotional cues in copywriting enough to differentiate the brand?
The difference we’re getting across through SimplyCRO’s copy is more of a point of view…
It’s a tone that suggests the better experience clients will have.
Ultimately, you should develop a tangible point of difference for your brand, too…
Be the most innovative.
Have the most experience.
Be more specialized than others.
But if you aren’t any of these things yet? (And how many of us really are when we’re competing in a global market?)
Don’t let that stop you from pushing hard to find a message that sets your brand apart.
GetUplift’s course, Emotion Sells, was instrumental for me in honing this message-finding process years ago. (Highly recommend.)
Yes, buyers rationalize decisions based on solid Reasons to Believe (proofs). And you need those.
But we’re more driven by emotions than we realize.
And as copywriters, we can get to the emotions that sell through a proven process.
What are the emotions your buyers need to feel to choose you? You’ll only know if you do the deep research.
Finding the emotions that sell is just part of optimizing copy to convert
You also need to understand the awareness of your visitor so you can lead them through a journey to the point where they’re ready to buy.
And you have to incorporate the messages that drive action.
Every decision we make about the direction to take with copy is a hypothesis about what will drive more revenue.
And then, that hypothesis needs to be tested. That’s where a solid agency like SimplyCRO is your best bet. They do testing and optimization all day long.
I leave you with two exhibits:
A) The new homepage copy for my CRO client. (Fabulously designed – because they also do conversion-optimized website design.)
B) The old homepage – not visibly wrong in any way – and in many ways, very solid. But it needed to be differentiated.