Slide 1: (Persuading the Client to Love Your)
Persuasive Copy
Content Strategy Consortium Memphis, TN March 19, 2009
Slide 2: Content Strategy -> Persuasive Copy:
Optimizing content to drive conversion
1. Most clients don’t care about CS 2. But there is no PC without CS 3. Back into it. Two approaches:
• • Preview their online materials (established) Coffee talk (start-up)
Slide 3: 7 Talking Points:
Benefits + Reasons to Believe = Persuasion
1. Priorities of page in balance? (Business objectives and customer objectives) 2. Benefits and features? 3. Appropriate for the audience? (Situational + type of shopper) 4. Persuasive, take-action headlines? 5. Is it easy to take action on every page? 6. Any useful content? It makes you the expert. 7. 3rd parties build credibility (reviews, testimonials, awards, brand partners, etc)
Slide 4: Client Exercise:
to make it, and how to deliver it
HIGHEST
Helps determine what to write, how prominent
Audience
•Key demographics •Unique pain points •Unique situations (life or job) •Type of shopper/surfer •Potential concerns/skepticism -- who are they comparing you to?
Benefits
•Whatʼs in it for me? •What pain does it solve? •How does it make things (easier, richer, more fun, more beautiful, etc) for the consumer?
BIG
Business Goal
Priority to Biz/Consumer
Features
•Key differentiators •Specifications •Whatʼs included •Whatʼs needed •How much it costs
Reasons to Believe
•How it works (technical breakthrough?) •How long itʼs been around •How many people use it •What people are saying about it (consumers, peers, partners)
Primary objectives
LOWER
Slide 5: People Are Persuaded Differently:
Knowing how your audience shops helps organize and deliver content
Spontaneous
•Impulsive •On a mission •Scan headlines and click fast •Power shopper •Make decisions quickly
Practical
•Systematic •Researchers •Bargain hunters •Rational •Read every word •Charts
Emotional
•Need safety, comfort, reassurance •Relationships •Like community support •Photos of people
Explorers
•Recreational surfers and shoppers •Browsers •Gatherers •Suggestions and combos
Make it easy!
*resources available
Slide 6: Example Execution: Salesforce
Slide 7: Example Execution: TurboTax
Slide 8: Example Execution: Mint
Slide 9: Measuring Results
Content strategy planning for copywriting results in:
• • • • • • Lower development costs: less revision for writers, developers, designers More satisfied clients -- they see the whole picture and know why we’re recommending certain steps (such as organization and delivery) Guidance for IA and designers Automatic testing plan in place Clear goals are easy to measure (big goal + objectives) to show ROI And … more persuasive copy!
Slide 10: Questions?
Shelly Bowen shelly@shellybowen.com Twitter.com/shelbow
