More Users, Sales, and High Fives: How to Write Better Emails and Sales, Faster – Patti Haus

0:00[Music] [Music] hi everybody thanks for coming to see all about more users more sales and more high-fives how to write your copy better and faster so in preparation for Micro Kampf I decided to watch a little dramatic theatre which is where I found this quote actually I was watching CSI anybody else do that it's set right here in Vegas people leave us clues they speak to us in thousands of different ways and it's our job to make sure we're listening to everything they've said the very wise gil grissom said that and I realized that this actually applies to your copy as well our customers leave us

0:53clues they speak to us in tons of different ways and if we want higher conversions we have to listen to everything that they're saying the life of a crime-scene investigator they do intense research on their victims they find out things like what they were doing before the crime happened who they hang out with and what they like to do in their spare time they gather evidence like DNA shoe imprints dental records they create a hypothesis about what they think happened and why they test the hypothesis and then they hopefully arrest somebody a copy writer does intense research on our on our prospect so we find out things like what was

1:40going on in their life before they ever decided to search for a solution like the one we're selling gather evidence like survey results they create a hypothesis about what they think is going to persuade their prospects to take action they test it doing things like a be testing and then we sell stuff so in the wise words of guilt evidence never lies so today I'm going to show you how you can use evidence to write your copy better and faster I'm gonna give you a little context let's say you're going to the mall you have to buy two gifts one is for your son the other is for the office gift

2:25exchange so your son's gift is pretty simple you know that he loves Lego Star Wars and epic battles so the first thing you do at the mall as you go you hit the toy store you find out that there is a Lego Star Wars gift set you buy it you're in and out in under five minutes and you know that that gift is going to be amazing your son is gonna love it there's gonna be Legos flying everywhere you're gonna be stepping on them for a month and in the copy world we would say that that was a high converting offer your other gift you realize is going to

3:03be a little bit more difficult because this person could be between 20 and 70 they could be male or female they could be admin assistant or the CEO or anybody on the org chart in between so you end up wandering through them all for what feels like hours you finally end up buying a desk calendar with puppies on it because who doesn't love puppies and the best that you can say is that you have completed your task is it effective well it's finished so it's effective in that way but is it going to be winding up on somebody's Instagram story probably not and that is the difference

3:44between writing for somebody you know and understand exceptionally well and somebody that you don't having that insight into what's going on in your prospects life is going to allow you to write your copy better and faster no insight equals fewer conversions and less reasons to celebrate so let's talk about your prospects traditionally we do what we kind of think is like you know an in-depth analysis of our prospects we look at things like how old they are whether they're male or female where they live how much money they make and who their employer is I call those the IRS things there are the things the IRS

4:25or Revenue Canada for my fellow Canadians need to know about us so we can file our taxes properly the problem here is that you're not filing taxes you are selling something so you need to know what I call the BFF stuff the stuff that your prospect is going to tell their best friend their spouse their business partner things like what is driving them crazy what they aspire to achieve in their life and what was going on in their life before they ever started searching for a solution like yours so how do we get in the head of our prospects we do voice of customer research which I know you all heard

5:05about yesterday so I'm not even going to get into it but that having that in-depth knowledge will help you find the message you need to put in your copy it will help you write all of your copy including your headlines and your sub heads it will help you avoid wasting that your time on things that matter a lot to you but not at all to your prospects so the best ways to conduct research I like to do interviews so face-to-face or virtual having a coffee with somebody and asking those really end up questions doing some review mining like what's going on on reddit or Amazon seeing what people are saying not

5:41only about your product but your competitors products conducting interviews like X or sorry surveys like exit surveys or email surveys and then doing some testimonial reviewing like seeing what people are saying not only about your products about your competitors products no crime-scene investigation would be complete without an autopsy so today we're going to actually look at the parts of anatomy of a landing page and I'm gonna tell you what I think about it and what I think that could be done to make it a little bit better as Gil as gil grissom says it's our job to know stuff it's your job to know stuff we're gonna talk today

6:20about mint now mint happens to be the main ingredient in a mojito but it's also budgeting software so although a mojito probably sounds pretty good right now we're actually going to talk budgeting mint helps users manage their money better this is the current mint landing page you can see it's got a headline disgustin cross heads it's got features it's got benefits so the first thing I did was I conducted some research I did some investigation and I actually don't have access to any of the mint voice of customer research so I went and looked at their testimonials for them but also for their competitors and this is what

7:02we found out this is what our this is what the customers are saying sounds like they're stressed about the money and after using it they're saying that they feel better so the first part of the anatomy we're going to talk about is the headline this headline says it's all coming together I don't know how you could tell without headline if movement is the perfect product for you because it's very vague it's generic really could be for any product and any person so I switched it to breathe easier and I got that directly from that voice of customer data I purposely chose an emotional headline because if you've

7:41ever had money financial problems you know that it can actually have a physical impact on your body and you can constrict your breathing you can have a panic attack so I wanted to sell the idea that there is hope for these people so I switched it to a man emotional headline which is actually always a really good idea for basically any product our next part of the anatomy we're gonna look at is a couple of the cross heads this one says effortlessly stay on top of your bills who here likes bills nobody nobody likes bills but we also actually don't care about bills we care about things like is our cell phone

8:17staying on or do have heat in the house or we paying extra money in you know late payments because we forgot to pay our bills that's what people really care about so I switched it to never get a late bill payment penalty again really just trying to tie in the benefits the other crosshead we're going to talk about is all about security again nobody cares about security they care about things like if they integrate with this app is there are they going to have like you know some hacking their bank account or are they feeling like they're comfortable shopping online so I switched it to your

9:04information is always secure and you probably remember yesterday with Joanna she said using you and yours a great tactic able to tie the benefits into our readers this is time for the post mortem to write more effective copy faster conduct that voice of customer research use it in your copy and reap the benefits one last quote from Gil I'm wrong all the time that's how I eventually get to write so this type of writing might feel a little bit strange to you but eventually once you've used it and you start noticing the results you will enjoy it quite a bit so if you have any questions all of

9:43a sudden I'm craving a mojito so you can probably find me at the bar or at the food table or you can find me at

9:53you