Users on different stages of awareness will respond to a different language.
• Most aware readers understand your solution and are ready to purchase
In early days I did all our copy.
It sucked so bad. Good thing, I made friends with people who taught me how to write.
Copywriting is the #1 skill for entrepreneurs. You write emails, articles, landing pages every day, and it helps you grow.
This will 10x your copy 👇
Users on different stages of awareness will respond to a different language.
• Most aware readers understand your solution and are ready to purchase
• Solution-aware readers are considering solutions to their pain/problem
• Problem-aware readers are dealing with pain/problem
• Unaware readers haven’t experienced the problem
• talk the language that mirrors the reader's stage of awareness
• move them from that stage to product/most-aware
• prompt them to take action
Instead of saying "we offer" or "our solution," rewrite the copy to address your customers.
Exercise:
• begin with the word “you.”
• on landing pages, start your sentence with a verb.
Users spend a couple of seconds before deciding to stay or to leave the page.
Short sentences and 2-3 sentence paragraphs will motivate them to keep reading.
Good formatting also helps readers to stay focused on your message.
• apply a pattern to a sentence
• vary sentence length and formatting to create texture
• use bolds or underlines to speak with emphasis.
• Readers often don’t understand features.
• "Benefits" language reflect their problems.
Remember, they have a few seconds to decide to stay to move on.
Easy to apply, works like a charm.
• Attention. Jar the reader out of their boring lives
• Interest. Engage them with unusual, unobvious facts
• Desire. Engage their heart so they want what you’re offering
• Action. Ask them to take the next step
Don't distract your readers with multiple asks, widgets, and complex mechanics to engage with you.
This applies to emails, ads, landing pages. Anything.
• testimonials with actual results from someone in that industry
• case studies
• show before and after
• logos of well-known clients or supporters
• show numbers
Talk to your users like you would talk to your friend. Don't be boring.
People leave boring conversations; it's even easier to exit a page.
And most important:
Don't afraid it will suck
• review your copy consistently
• ask for feedback
• improve
Btw, reviewing copy in an hour or a day is underrated. You can make significant improvements yourself after taking a break.
If you are interested in entrepreneurship, follow me @volodarik
I transparently share everything we do to grow from $2.7m to $10m in 2021.
More from Writing
You May Also Like
Recently, the @CNIL issued a decision regarding the GDPR compliance of an unknown French adtech company named "Vectaury". It may seem like small fry, but the decision has potential wide-ranging impacts for Google, the IAB framework, and today's adtech. It's thread time! 👇
It's all in French, but if you're up for it you can read:
• Their blog post (lacks the most interesting details): https://t.co/PHkDcOT1hy
• Their high-level legal decision: https://t.co/hwpiEvjodt
• The full notification: https://t.co/QQB7rfynha
I've read it so you needn't!
Vectaury was collecting geolocation data in order to create profiles (eg. people who often go to this or that type of shop) so as to power ad targeting. They operate through embedded SDKs and ad bidding, making them invisible to users.
The @CNIL notes that profiling based off of geolocation presents particular risks since it reveals people's movements and habits. As risky, the processing requires consent — this will be the heart of their assessment.
Interesting point: they justify the decision in part because of how many people COULD be targeted in this way (rather than how many have — though they note that too). Because it's on a phone, and many have phones, it is considered large-scale processing no matter what.
It's all in French, but if you're up for it you can read:
• Their blog post (lacks the most interesting details): https://t.co/PHkDcOT1hy
• Their high-level legal decision: https://t.co/hwpiEvjodt
• The full notification: https://t.co/QQB7rfynha
I've read it so you needn't!
Vectaury was collecting geolocation data in order to create profiles (eg. people who often go to this or that type of shop) so as to power ad targeting. They operate through embedded SDKs and ad bidding, making them invisible to users.
The @CNIL notes that profiling based off of geolocation presents particular risks since it reveals people's movements and habits. As risky, the processing requires consent — this will be the heart of their assessment.
Interesting point: they justify the decision in part because of how many people COULD be targeted in this way (rather than how many have — though they note that too). Because it's on a phone, and many have phones, it is considered large-scale processing no matter what.
1/OK, data mystery time.
This New York Times feature shows China with a Gini Index of less than 30, which would make it more equal than Canada, France, or the Netherlands. https://t.co/g3Sv6DZTDE
That's weird. Income inequality in China is legendary.
Let's check this number.
2/The New York Times cites the World Bank's recent report, "Fair Progress? Economic Mobility across Generations Around the World".
The report is available here:
3/The World Bank report has a graph in which it appears to show the same value for China's Gini - under 0.3.
The graph cites the World Development Indicators as its source for the income inequality data.
4/The World Development Indicators are available at the World Bank's website.
Here's the Gini index: https://t.co/MvylQzpX6A
It looks as if the latest estimate for China's Gini is 42.2.
That estimate is from 2012.
5/A Gini of 42.2 would put China in the same neighborhood as the U.S., whose Gini was estimated at 41 in 2013.
I can't find the <30 number anywhere. The only other estimate in the tables for China is from 2008, when it was estimated at 42.8.
This New York Times feature shows China with a Gini Index of less than 30, which would make it more equal than Canada, France, or the Netherlands. https://t.co/g3Sv6DZTDE
That's weird. Income inequality in China is legendary.
Let's check this number.
2/The New York Times cites the World Bank's recent report, "Fair Progress? Economic Mobility across Generations Around the World".
The report is available here:
3/The World Bank report has a graph in which it appears to show the same value for China's Gini - under 0.3.
The graph cites the World Development Indicators as its source for the income inequality data.
4/The World Development Indicators are available at the World Bank's website.
Here's the Gini index: https://t.co/MvylQzpX6A
It looks as if the latest estimate for China's Gini is 42.2.
That estimate is from 2012.
5/A Gini of 42.2 would put China in the same neighborhood as the U.S., whose Gini was estimated at 41 in 2013.
I can't find the <30 number anywhere. The only other estimate in the tables for China is from 2008, when it was estimated at 42.8.