Have you seen the Netflix documentary STUTZ?
It’s really good.
And it has a lesson to improve your site’s conversion rates.
In traditional psychotherapy the doctor lets the patient do all the talking to work through what they are stuck with.
Dr. Stutz has a different approach.
He first listens to the patient and then, very quickly, gives them the tools to work through their issue.
The patient is here because they are stuck. They are looking for an expert (a guide) to help navigate a complex and unfamiliar terrain.
Like psychotherapy, traditional copywriting also places too much emphasis on making the buyer the hero.
But there are situations, many situations, where the buyer doesn’t care about being a hero. They are on your site because they want to make progress and are assuming you are the expert.
This doesn’t work for all buyers, but enough to make it worth your consideration.
The goal of the copywriter is to Demonstrate Expertise.
The Whole Story
We’re not trying to hide anything but it turns out there is a formula for improving your website conversions by 20% in 90 days. Everything we’ve learned over the last 14 years is yours to keep: The Frictionless Process.