From “Meh” to “Yeah!”
How to write content that will hook your customers so you can reel ‘em in.
There are several ways to capture a potential customer’s attention, but the one we’ll discuss today centers on creating strong copy (that’s copy, not coffee. Although that might help, too.).
Messaging that makes a quick but meaningful connection with the reader compels them to spend a little more time on your site to explore further.
The most important piece of copy that your customer should see first is your value proposition. If you missed it, you can find it HERE. It’s the hook you set out in the water.
Your amazing value prop has done its job and your customer is now exploring your page. This is not the time to put them to sleep! Let’s keep the momentum rolling!
The key to capturing someone’s attention with the words on your site is to begin with a BANG. Create a bold, strong title that taps into the heart and mind of your reader. That means creating a title that makes an emotional connection.
There’s always some sort of emotional motivation for buying products or services. In order to write copy that resonates with potential customers, you need to figure out what those emotional motivational buying triggers are. And the best way to do that is to ask your customers. If you haven’t read our blog about how to ask your customers the two questions that will uncover these motivations, check it out.
Now that you’re set with the emotional punch you want to pack, it’s time to write the title.
Often there are subtle differences between strong and weak copy and most of us don’t consciously realize why we’re pulled in or why we're turned off.
I searched online for some examples of weak and strong home page copy. Let’s take a look:
On the front page of business development site:
Tried, Tested and Proven Entrepreneurial Success Strategies
The Lead Magnet Opt-In:
Get your free entrepreneurial success videos now.
Ugh. This is way too vague. What are these success strategies going to do for me? Where is the action verb? Why should I care?
The opt-in offering of “success videos” isn't a compelling draw. We get enough opt-in offers for free videos. What makes these different from all of the others?
Even though most would say this copy is suitable because it does attempt to have a psychological reward, it leaves us hanging. We like to know specifically what it’s going to do for us.
Here is an example of strong copy:
Front page of a similar business’ site:
Grow your business, profit and income.
The Lead magnet Opt-In: (I like how he’s targeting three different markets and needs)
Which one would you like to grow today?
Start an Online business
Grow Your Business
Get More Customers
Strong copy speaks to our wants and needs. It has fewer words. This one speaks to three things that strike at the heart of every entrepreneur. It’s simpler, and you know what you’re getting. There’s no guessing. You’re going to learn how to make more money.
You’ve heard me say before strong copy has action verbs. Notice the differences between the first and second. The strong one has a direct language with an action verb. The weak one is passive with no action verb.
Writing copy that hooks your audience is a matter of following a few of these steps:
1. Know what you’re fishing for.
Fishermen use different bait depending upon what they’re hoping to catch. They’ll switch up the technique depending upon the time of day, season, and conditions. They go to a lot of trouble to understand their prey so that they can attract, and ultimately hook their prize.
You should do the same, as well. Get to know your customer’s wants, needs, and desires. Ask the golden questions[link]. Highlight specific ways in which you solve their pain or make life better.
2. Appeal to their emotions.
I know you have a great product! I know you provide a terrific service! But highlighting features will only get you so far. As Emotive Pull (and loads of research) has shown, features appeal to your client’s logical brain.
But people are inundated with data, research, and stats. Google makes it possible to load their brains up with a bazillion details about what you’re selling.
In order to stand out in today’s market, you must appeal to their emotions.
"People do not buy goods and services. They buy relations, stories, and magic."
~ Seth Godin
Your strong titles followed by clear, succinct, and compelling copy are the bait you need for your prospective customer to bite. All that’s needed from there is to reel ‘em in when you wow them with your incredible service or product. Why, it’s almost as easy as shooting fish in a barrel!