7 Tips For Writing Like A 6 Figure Copywriter
 |
When it comes to copywriting, whether it's emails, articles, or even writing an ad, headlines are the single most important factor when creating great content.
Why?
Because headlines determine firstly whether or not your target will invest time in what you've got to say.
And second, how much time and attention they will invest.
Fail to get this right, and the rest of your content might as well be written by a cat playing with your keyboard.
So today, I'm going to share with you 7 simple secrets to writing like an elite copywriter TODAY, by focusing on how to write a killer headline.
Tip 1: KISS
You've probably heard of this before, and it's super important when it comes to writing headlines - Keep It Simple, Stupid.
In other words, simplify the message you're trying to convey, and try to avoid any confusing or superfluous language.
It's all about getting the reader interested, versus showing them something 'creative'. They might think creative is cool, but it usually won't get the click.
The main key when implementing the KISS strategy is this: Focus on ONE big idea.
Don't try to cram 5 different benefits/features into your headline, or it'll just overwhelm the reader.
Simply pick what you think is the most powerful aspect of what you're going to be showing them, and center everything around that.
Tip 2: Benefits
When you buy some new shoes, do you buy them purely because of the materials made to use them?
Do you buy them because you'll be able to get 5000 more steps out of them versus a different brand?
Or do you buy them because they will provide you benefits such as comfort, fashion, and perhaps even social status?
We don't buy things because of their features - we buy because of the benefits, which can be either be either pleasure-related, and/or solves a problem (or helps you run away from a problem...)
Most of the time, running away from pain or solving problems is the most powerful motivator, so try to keep that in mind when writing your headline, and see if you can work it in.
Tip 3: Hooks
I always teach people to use hooks in their headlines wherever possible, as this is the thing that makes people super curious about reading more (or even more curious in the product itself).
It is the 'thing' designed to catch people's attention.
For example:
How to Used 'Screwed Up Paper' To Stop Dogs Digging
3 Herbs That Balance Blood-Sugar
3 'Healthy' Foods That Make People Fat
In each of those examples, you can see there's a 'thing' that people can use to solve their problem.
You don't have to give away exactly what that thing is in the headline, but if you do, at least draw curiosity to it (eg. Why would 'screwed up paper' stop dogs digging? Now I need to read more and find out..)
Tip 4: Subheadline
The subheadline should be clear and direct, and strongly reinforce the value of the main headline.
For example:
Headline - How to Used 'Screwed Up Paper' To Stop Dogs Digging
Subheadline - Discover How This Simple Piece Of Paper Can Quickly And Permanently Stop Your Dog Digging In Just Minutes
You don't ALWAYS need a subheadline, but they can be perfect for squeezing in a little bit of extra information that you couldn't fit into the main headline...
... and they're also perfect in bridging the gap from Headline to Content.
Tip 5: Use A 'Style' Of Headline
There are a few different styles of headline which I'll explain below.
If you're stuck for ideas, just pick one of these 4 below to help get the ball rolling:
Ask A Question
What better way to get your readers attention than by asking them a burning question?
It’s a great way to make them sit up and pay attention, while making them feel as though you really understand how they are feeling.
Use Power Words
I've included a list of power words further down this article to help you get started, but I also wanted to mention it here because it's exceptionally effective.
Words such as “Warning, Special, Uncover, Success and Winning” are all positive words that evoke emotion. Sprinkle them throughout your copy and make sure you use at least one power word in your headline and sub-headlines.
Be Controversial (if it suits your audience)
Your job is to elicit a response from your reader. So, if you know your target audience and what makes them tick (and you better), you can get away with using controversy to capture attention.
One example of this I see all the time, which is done in a kind of sneaky way, is when a book/series is advertised on TV, and they say "Available at all good book retailers".
It's not exactly specific on where people can find the book, but it gets them thinking... Who are these good retailers? And who are the bad ones?
If they can't find the book at a particular store, it must be bad... and vice versa.
Cater to the "How-to" Crowd
How To styled headlines work extremely well, especially when they directly target a specific solution to a problem or task.
For example, “How to hit the New York Times bestsellers list with your first book!” targets the new author who is yearning to become a bestseller but doesn’t have a lengthy backlist (or any backlist at all).
Be very direct and targeted with how-to headlines!
Tip 6: The 4 U's Of Copywriting
If you've studied copywriting much in the past, the 4 U's is a term you might've already heard.
For those who haven't, let me explain what it means, and how it'll help you write better copy.
For your headlines to be engaging and effective, they should contain all of the following four points:
Your headline should provide a sense of URGENCY.
Your headline should be UNIQUE.
Your headline should be USEFUL.
Your headline should be ULTRA-SPECIFIC (direct).
Urgency persuades people to take immediate action, because they're aware that they'll lose an opportunity of some kind (eg. Cart closes in 24 hours).
Incorporating a sense of urgency into your headlines definitely helps to motivate people, but be careful - You must ensure that your urgency is REAL (at least as far as the reader will ever know), otherwise it could brand you as a dishonest marketer.
Unique is a critical component of a successful headline because it will provide your reader with something fresh and new, instead of the same thing they’ve seen countless times before (and likely become unresponsive to).
Customers are bombarded by sales messages every single day from multiple sources, so you need to work hard to capture their attention with a uniquely crafted headline that your readers haven’t seen before.
Don’t be afraid to be edgy, to take risks and to offer your customers something different. They’ll take notice!
Useful in your headlines gives people a reason to continue reading. This is where you highlight the most important benefit of your product, and persuade them to keep reading to find out more.
This is probably the most important of the 4 U's, and ties in perfectly with the use of Hooks I mentioned earlier.
Ultra-Specific ensures that you are being direct when targeting your market. It guides you so that your headline is effectively communicating your message to your audience and clarifying its benefit.
As I mentioned earlier, it's important to focus on one big idea, otherwise you'll risk losing your readers' focus and attention.
Tip 7: Power Words
To help you get started, here are some power words commonly used in successful headlines and ad copy.
Most high-converting headlines will incorporate at least one of the following words:
Mystery Words: Secrets, Insider, Proven, Expert, Revealing, Unlock, Uncover, Announcing, Rare, Unusual, Explore, Discover, Exclusive, Private.
Excitement Triggers: Savings, Save, Bonus, Instant, Lifetime, Special, Unleash, Ultimate, Maximum, Exceptional, Powerful.
Urgency Words: Rush, Immediately, Instant, Limited-Time, Temporary, Last Minute, Urgent.
Power Words: Boost, Grow, Succeed, Accelerate, Turbo Charge, Guaranteed, Tested, Profitable, Trusted, Amazing, Stunning, Phenomenal, Incredible, Unbelievable, Jaw-Dropping, Sensational.
Simplify Words: Easy, Simple, Fail Proof, Foolproof, Effortless, Child’s Play, Easier, Stress-Free, Easy Going, Laid Back.
Remember, when it comes to writing great copy, practice makes perfect.
But by simply employing even just a few of the tips I've mentioned today, you'll significantly improve your copy skills in no time.
Good luck, and I can't wait to start reading some of your amazing headlines out in the wild as I go about my day :)
10 Tips to Drive Affiliate Marketing Success for Your Ecommerce Store
Can you trace 16 percent of your revenue to one source?
The digital marketing world is benefiting from one type of promotion that accounts for 16 percent of all online spending.
That promotion is: Affiliate marketing.
Starting an ecommerce business and generating sales is much more than pushing a product into someone’s inbox or Facebook feed. Building a loyal customer base is key to eCommerce success as it costs 6 to 7 times more to acquire a new customer than to profit from a previous buyer.
What is affiliate marketing?
Affiliate marketing is the process of partnering with an influential blogger, business, or brand that promotes your products.
Those websites, also known as affiliates, get paid when one of the visitors they send to your site makes a purchase or completes an action. Affiliate marketing is quickly taking over ecommerce marketing plans as one of the most effective ways to rack up revenue.
Affiliate marketing facts:
Eighty-one percent of brands utilize affiliate marketing.
Sixteen percent of all online orders are generated through affiliate marketing.
Thirty-eight percent of marketers say affiliate marketing is a top customer acquisition method.
In most affiliate programs, less than 10 percent of affiliates drive 90 percent of conversions.
According to Google Trends, between September 2016 and September 2017, search interest in the term "affiliate marketing" increased by 30 percent.
While affiliate marketing may be growing in popularity, having affiliates and having effective affiliates are two entirely different things.
Invest the time to build real relationships with your partners, and use these tips to drive affiliate marketing success for your ecommerce store.
Affiliate marketing tips for eCommerce stores
1. Use established affiliate programs
By running your own affiliate program, you limit yourself to affiliates who already know your brand. Running your own program also means you have the setup and overhead costs of managing affiliates.
Partnering with effective affiliate platforms, however, introduces you to a core of affiliate websites who otherwise wouldn’t have been introduced to your products. Those affiliates can find you organically on an affiliate platform, link your products to their audience, and increase your revenue.
2. Design banners in multiple sizes
Even the best of affiliates can become habitual in their promotional efforts. For this reason, you should take it upon yourself to create banner ads in multiple sizes and designs.
An affiliate may be used to running 300-pixel-by-250-pixel ads, but if all you offer are 728-pixel-by-90 pixel leaderboards, the affiliate could skip over your product completely.
Offer a wide range of creative material to attract the most influential affiliates. Different designs will also prevent banner blindness and allow affiliates to choose the style and color scheme that works best for their needs.
3. Offer a competitive commission
Most affiliates are willing to work with a flat fee or tiered commission approach if it’s worth their while. If you set your commission rates too low, affiliates will look over your program, assuming the payout won’t be worth their time.
Your commission rates will be highly related to the ecommerce vertical you are in, so make sure to check out your competitor’s rates. The average affiliate marketing rate is between 5 and 30 percent. If you can grow your commission to 20 percent, you’ll attract the strongest affiliates, but if you’re looking for a good starting point, go for 8 to 12 percent.
4. Build partnerships with affiliates
Don’t think that jumping into a reputable affiliate program takes care of your strategic marketing plan. You need to keep the lines of communication open and support your affiliates in any way possible.
Consider sending them sample products, offer incentives beyond the base commission, and provide fresh creative material periodically. PayLoadz reports the three most important factors affiliates consider:
Commission — 19 percent.
Merchant reputation — 13 percent.
Relevancy of the product to what they promote — 11 percent.
5. Monitor for fraud
Be aware of where your affiliates are placing your links and if the traffic you get comes from real people. Look for warning signs like:
Conversion rates are too low: Your ads are placed among many others, creating ad blindness.
Conversion rates are too high. Check to see if affiliates are using your links too often to increase their commission.
6. Offer affiliate guidelines
Without proper guidance, affiliates may begin to promote your products in a way that doesn’t align with your brand. To prevent these situations, give guidelines of how your affiliates can use your logo and branding.
If necessary, ask to approve the post before it’s published. Use an online tool that keeps up with your brand mentions and your affiliate’s work.
Mention: Monitors news sites, affiliate blogs, and social media for specific brand mentions.
Google Alert: Receive an email alert when a new webpage, blog post, or research is complete on your predetermined keywords.
7. Close the deal
Affiliates will get the traffic to your site, but you need to be prepared to make the conversion. No matter how visitors arrive at your ecommerce site, it’s your job to ensure they make a purchase before they leave.
The top reasons why people don’t make a purchase on an ecommerce site include:
Buying process isn’t easy.
Complex checkout process.
Overpriced items.
Hidden charges.
Prepare your site to convert traffic into customers with straightforward, transparent directions, high quality product pages, and an easy checkout process.
The more sales you make and higher earnings-per-click, the more motivated your affiliates will be to promote your products.
8. Powerful mobile site
With online shoppers using their phone or tablet more than ever to discover new brands, take in content, and read reviews, your mobile site needs to be ready to handle traffic. OuterBox reveals just how prominent mobile use has become.
Ecommerce revenue makes up 10 percent of all retail revenue.
Sixty-two percent of smartphone users have made an online purchase with their mobile device in the last six months.
One-third of all ecommerce purchases during the 2015 holiday season were made on a smartphone.
Eighty percent of shoppers used a mobile phone inside of a physical store to either look up product reviews, compare prices, or find alternative store locations.
9. Focus on high AOV products
Focus on the products that bring in the highest AOV and make your affiliates aware of those products. To increase your AOV, use these tips:
Offer a first-time buyer discount: Encourage your new customers to make their first purchase by offering a 20 percent discount when they provide their email address.
Free shipping threshold (all orders more than $100 ship free): A retail study shows 90 percent of online shoppers say free shipping is the number one incentive to get them to make a purchase.
Minimum spend discount: Incentivize shoppers with a discount scale. For example, get $15 off when you spend $75, get 20% off when you spend $50, or get 30% off when you spend $100 or more.
10. Find influencers
Don’t just rely on affiliate marketing platforms to find influencers. Do your own due diligence to find the influencers in your niche and invite them to partner with you as an affiliate.
One of the simplest (and cheapest) ways to find influencers is to search for websites and bloggers whose audience falls in line with your target market.
Use Google to search for what you would consider your target audience, then sift through the results for possible influencers. Tools like Buzzsumo can also analyze what pieces of content are performing best for any topic.
Summary
Affiliate marketing can become a key source of online revenue for your eCommerce business. In 2019, people are expected to spend an average of 170.6 minutes each day online and affiliate marketing can grab those customers and push them to your website.
As more shoppers turn to the online world, you need the support of affiliates to put your brand front and center.