The 9 Truths About Online Shoppers
There are 9 truths about online shoppers that every marketer needs to know. Those who know them win all the time.
How to Write Product Descriptions
Good product descriptions aren’t just about describing a product. They’re not about what you know—they’re about what sells. Here’s how to do it.
4 Simple Copywriting Frameworks to Move the Needle
Discover 4 simple frameworks that you can use in your marketing copywriting to create compelling and effective messaging. And close the sale.
Content Consumption
There are very few things that should matter more than content consumption to a direct-to-consumer (DTC) eCommerce brand. Here’s why.
Applying Your Sales Pitch
Applying your sales pitch is where the rubber hits the road. If you take the extra effort of applying it correctly it’ll make it rain $$$$.
Demonstrate Expertise Example
To massively improve conversion rates we must demonstrate expertise. See the power of this conversion optimization (CRO) strategy.
Tone of Voice
Tone of Voice is the difference between a closed sale and a lost one. These examples of tone of voice will inspire.
Clever Advertising Idea
There are 2 types of mattress shoppers. Those who have bought a mattress online and those who can’t imagine doing so. This ad is for the second group. On click, take them to a page that starts by empathizing with this mindset and then busts that objection. What do you think? FURTHER READING We’ve spent the last 13 years in …
Sales Pitch Readability
Sales pitch readability directly impacts your conversion rates. If the reader doesn’t read the whole pitch they will not buy.
Product Description for New Product
New products, by definition, don’t have reviews. So what is a brand to do? Answer revealed in this powerful conversion optimization post.
Marketing Ethics: Persuasion Vs Manipulation
For the most part copywriting is misunderstood. If you think it’s a form of manipulation you need to read this post (video inside).
Debating and Copywriting
Debating and copywriting might not seem related at first glance– but first glances are often wrong. Let us build the argument.
Storytelling in Marketing
Storytelling is at the heart of marketing. You may have the best product in the world but if you can’t tell the compelling story you’re going to lose.
Conversion Copywriting: Let’s Talk Editing
The goal of editing is to refine our sales pitch so we can express it in the fewest words. Editing makes or breaks conversion copywriting.
Personalized Experiences
Personalized experiences increase your online sales. A good marketer is able to weave a story that feels like it was made for the reader.
Copywriting and Conversions
The job of a copywriter is to understand the psychology of an online shopper. Copywriters who understand buyer psychology, win.
Small Copywriting Tweaks and Buyer Psychology
Can small copywriting changes influence buyer psychology? Yes, we have two examples to share.
Marketing and Human Psychology
Don’t chase new. Focus on effectiveness. There are classic marketing tactics (like this Twitter ad) that will always work because human psychology isn’t changing.
Bad Call-To-Action Example
Words matter. The difference between a great phrase and an average one is 2,000%.
Importance of Storytelling: Converting First-Time Buyers
Storytelling is at the heart of eCommerce. Marketers who understand the value of storytelling will make more $$$, simple as that. Here’s the secret …
How to Boost Conversions on Your Checkout Page
This will come as no surprise to you, but there’s no site in the world with a 100% conversion rate on the checkout page. That means there’s always room to boost conversions there.
What Makes Your Product Better Than Your Competitors?
Honey Stinger explains their products well, but we don’t believe they’re answering one important question: “Why should I buy your energy products and not a typical energy drink or bar?” How can they answer this?
Copywriting Persuasion Strategy: An Example
Copywriting is incredibly powerful. It can take an unremarkable fact and make it look exceptional.
And in a world where shoppers are distracted and constantly bombarded with messages, good copywriting can be the difference between a winner and a dud. But use your copywriting power for good.
Annoying Popups
No one likes popups. But there are ways to make yours stand out.
Copywriting Word Count & Its Impact on Conversions
It’s so easy to fall in the trap of writing more words. But there’s a better way.
Understanding Implied Marketing
Want to see how subtle marketing messages perform better? Read on …
Implied vs. Stated
In the next 15 seconds you’ll learn an important marketing tactic: implied versus stated.
Subtle Marketing Using One of Our CRO Tactics
You don’t always have to bring out the big guns. Sometimes the most subtle tweaks drive the best conversion improvements.
Personalization = Higher Conversions
Make your messaging stand out by personalizing it. Here is a clever tactic being used by smiledirectclub.com.
Clever Product Description Example
Here is a clever product description example that will both lift your conversion rates AND make you more $$$$.
Reveal Your Lighter Side and Add Personality to Your Copy
Can a big company have fun? Absolutely. And not only that, the more fun you have the more shoppers will buy from you.
Copy with Personality Converts
Words really matter. Here is how you can make Continental Grand Prix 4000 S II Tire – Clincher sound interesting.
Trick to Increase Credibility and Reduce Price Sensitivity (for 2019)
The product page is where the rubber hits the road. And the most important consideration item on the product page is price. Always justify price.
Maximizing Email Signups
Frustrated that too few users signup to your popup? Check out this idea …
Clever Way to Increase Lead Submissions
Getting better lead for conversion rates.
How to Write Product Description that Sells (with Example)
It’s hard to make a product page description stand out. In this article we share a tactic that is so unique we guarantee none of your competitors know about it.
#1 Way to Turn Interested Browsers into Buyers
Shoppers expect to see features and benefits. But skeptical buyers read your benefits and say, “I don’t buy it”. How do we overcome that? Find out.
Clever Order Confirmation Email
Your order confirmation email doesn’t have to be boring. Hat tip to Justin for sharing this great email from Native:
My Mean Boss Wants You to Know About this Sale
Moosejaw.com has done a great job with their email marketing. Check out what they emailed me (the subject line read “My Mean Boss wants you to know about this sale”): Instead of your typical marketing speak, Moosejaw uses the Likability tactic by adding humor to their messaging, and as a result, their potential customer is now aware of a “big …
Everyone Likes a Robin Hood
I recently came across skiplagged.com—a site dedicated to finding the lowest ticket prices for flights. This site uses a number of conversion tactics and it uses them well. From the screenshot below alone you can see Personality (Likability), Clairvoyance (Serendipity), Confidence (Assurance), and Credibility (Assurance): What is perhaps more prominent and the most successful is this use of Likability. Skiplagged.com …
What Makes a Good Story?
Of the 7 conversion triggers Story is probably the most powerful. But, what is Story? Story is the emotion we evoke in the mind of the audience. The difference between an average and good story is 512x. Let me illustrate with a story. A sales guy has been working at a mattress store for 5 years. Like most brick and …
Fear …
Narrative Control is an attempt to make something positive that is or will be perceived as negative. Fear is something often considered as negative, and since everyone is affected by fear, this poses a great opportunity for Narrative Control. Take for example this ad from ProShares: It’s no doubt that brick-and-mortar stores are being affected from online retailers such as …
Copy Sells
We know that making a connection with the consumer can increase conversions through price points, warranties and guarantees, and promotional freebies, but have we overlooked a more powerful connection? Joshua Glenn is writer, editor and brand analyst and Rob Walker is also a writer and contributor to the New York Times. These two creatives came up with an idea to …
As Few Words as Possible
Lightstock.com uses 4 words to describe their business. Brilliant:
Show Your Personality Every Chance You Get
John Bonini is a copywriter. He uses his site johnbonini.co to market his copywriting services (it’s all serious business stuff). The site lists testimonials. One of those testimonials is by his mother: It’s such a sweet touch. Lesson: Just because you are in the all serious business of being an online retailer doesn’t mean you shouldn’t use humor and humanness …
Prices Go Up
Most sites that are running an ad say something like- Sale ends October 22nd. Wonder what would happen if they changed that line to- Prices go up October 22nd?
It’s the Way in Which You Say It That Matters
There are two ways to let your shoppers know an item isn’t available. Bad— 5x better—
Small Tweaks Are Amazingly Powerful
Leisurepro.com sells scuba gear and offers free returns all year round. But they understand during holiday gift-buying season non-scuba divers are on their site buying for scuba divers, so they make 1 small tweak to their free returns message— Every time you change a word to something that relates to the shopper’s state of mind it gets their attention. This …
The Best Conversion Trick of All
There are many tactics to improve website conversion rates (here, here and here). But that’s what they are, tactics. If your aim is to actually change the way site visitors think there is only one true way to do it— dulcet copywriting. Here is an example from zingermans.com where they are talking about their spicy cashews (posted below)— Spicy Cashews …
Words are Powerful
We are programmed to decline newsletter signup offers. The copy used by oDesk is an example of how to do it right—
Come out and Say It
3ACTIVE is a brand of 3D glasses by Dimensional Optics (dimensionaloptics.com). 3Dglassesunlimited.com is an e-tailer that competes against Dimensional Optics. Makes sense so far? Ok. I Googled 3ACTIVE and this paid ad appeared on my screen— With a juicy message like What 3active Owners Wish They Knew. Before Buying – Avoid Regret! it’s impossible to not click the ad. Clicking the …
Don’t Be Shy to Show Your Authentic Self
This is the homepage of coffeefool.com. Please read it–
Free Shipping
Nice way to draw attention to free shipping (great copywriting, pointed by blue arrow)–
Customer Stories
Vermontcountrystore.com calls product reviews ‘stories’. It has a nice ring to it–
Interruption
When potential buyers are searching for your competitor that’s a great time to introduce yourself–
Direct Response Ad Case Study (Stauer Watch)
Direct response ads are in a class of their own. I analyzed this ad in 2010. If you are an eCommerce brand it has many lessons for you.
Why Is This Item Discounted?
A client once said, “Discounting is a slippery slope, once you give it that’s the new bottom line.” I agree. Every retailer has to show items that have been priced fairly and giving additional discounts could send the wrong signal. Explaining the rationale behind the discount is a good way to prevent a slippery slope. Here is an example- Related …
Peanut Butter with Asian Curry Spice
Any consultant would advice against selling something as complex as “Peanut Butter with Asian Curry Spice” online. The safest way to sell this flavor is to first get people to try it at your store. At first glance not even you would buy it. But PB Loco seems to have found a creative way to convince people this flavor is …
