B2B/SaaS conversion copywriter. Helping businesses get higher conversions with targeted messaging. email@example.com
To write better copy, think like a CSI investigator.
The life of a crime scene investigator is:
The life of a copywrighter means:
Let's try that out by buying two gifts: one for your 5-year old son, and another for your office white elephant gift exchange.
Your son's gift is pretty simple to buy. You know he likes Star Wars and Legos. A Star Wars lego set would be perfect.
Buying something for your office white elephant gift exchange is much harder. The recipient could be any gender, any age, and any profession. Maybe a puppy calendar?
This difference in gift quality is the difference between writing for someone you know and understand, and someone you don't.
Traditionally, we think of things the IRS cares about when we think of our ideal customer: their age, gender, location, income, and employer.
To understand your customer, though, you need to know the BFF stuff: the things they complain about, their dreams for the future, and what was going on in their life when they went searching for a solution like yours.
How can you get in the head of your prospects? Voice of customer research. This will help you find the message you need to use in your copy, write headlines, and avoid wasting time on messages that appeal to you but not your client.
The best ways to conduct this research are with customer interviews, review mining, customer surveys, and testimonial reviewing.
Let's break down Mint's sales copy.
First, gather some testimonials. Before using mint:
I'm sending out a beautiful PDF eBook of notes from every MicroConf Starter and Growth talk – both Speaker and Attendee. Want a copy?