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The Utah DMC Blog

10 Conversion-Killing Copy Mistakes (And How to Fix Them) with Joel Klettke [DMC Recap]

Joel Klettke Utah DMC

Joel Klettke is obsessed with content, and for good reason. He knows that your page content is either what keeps people engaged and active participants with your brand or what sends them away to search elsewhere. His steps on how to stop “killing” your copy will help you write more persuasive and meaningful content that will actually help your readers and convert them into customers.

1. You "We'd" on Your Copy

If you’re like most people you probably write about yourself. Your leads don't care about you, they care about what problems you solve for them. Don’t say “We do this” or “We offer this.” Use "YOU" and "YOUR" and show them the pain you will solve for them. Say “You will solve (problem) because of (our product).” A good rule of thumb is the 80/20 rule. Talk about them 80% of the time and yourself 20% of the time.

2. Don't Write in a Vacuum

Too many writers fail to consult their audience. You should have structured conversations with your audience in the before, during, and after phases. From these dialogues you should learn the following for your audience:

  • Pain Points
  • Anxieties
  • Desired Outcomes
  • Priorities

Don’t spend time and energy writing for people only to find you have missed the mark. Do your research and talk to your audience beforehand. You may find that what you wanted to write on has no importance to them.

3. You Assumed Things Your Leads Didn't Know

Everyone knows what happens when you assume. (If you don’t, ask any middle school teacher.) If you are talking to someone who is researching options to solve their pain and assume they are at the purchase stage, your messaging is likely going to be lost on them. Assess what they know so you can give them what they need. You cannot sell to someone you don’t know.

4. Don't Let Design Lead Your Copy Off a Cliff

People don’t keep reading because of design. Write copy and then work with design to perfect it. Use the following method:

  • Write
  • Wire a Framework
  • Evolve

5. Don't Bury the “So What”

Your readers should see an obvious, immediate benefit. You only have seconds to hook the readers so remember the following:

  • Don’t use warm-up copy...get to the meat
  • Finish the sentence with “so you can”
  • Start with the why and spoil the ending
6. Have a Good Outline...Don't Let the Conversation Get Out of Order
Joel Klettke
7. You Weren't Specific

Don't use buzzwords. People don’t want "Best Customer Support" --they want what it means-- "We'll get back to you within 24 hours.”

To fix this ask the following:

  • Is my writing specific?
  • Does it connect points?
  • Does it paint a picture?
8. Your Call to Action is Ambiguous  

Let people know what is going to happen if they convert. Do this by combining the outcome with the action. What does "start now" mean? Make CTA’s by finishing the sentence “I want to _____” and be specific.

9. Your Copy is Unreadable

Make the reading process as easy as possible for users. Don’t use dense text. You are writing for people and not search engines. Only use vertical organization with short sentences, and don’t use double columns. You want your reader to know where they should go next.

10. You Made Big Promises With No Proof

People want to know why they should believe. When you give them proof, you give credit to everything you write. This is as easy as including customer reviews or testimonials in your copy. Doing so tells new visitors what they can expect if they use your product. Make sure customer quotes stand out for readers who are just skimming.

With everything you write, remember who it’s for and what it will do for them. If you want a more detailed look at common content mistakes and how to fix them, take a look at the full slide deck.

Topics: DMC2018