above the fold (content strategy)

Last week I had the opportunity to listen to an insightful webinar hosted by Sonia Simone of Copyblogger Media. 12 Things That Kill Conversions was featured as part of a series of mini workshops marketed alongside the blog's Authority Rules sessions.

Fortunately, Authority Rules subscription or not, Copyblogger was gracious enough to break us off some of their best tactics for writing web content that converts. Sonia's webinar focused on tips to crafting a unique marketing message that engages and converts.

We round up a few of her best points here:

1- You're talking to an anonymous crowd.

Get rid of the company-centric “we talk” before you do anything else. Creating specific audience personas helps you write content that is direct and connects. Assure your audience you know there needs and be there to provide a solution tailored just for them.

2- You have no compelling benefit.

You've heard this one a thousand times – translate the features of your company or product into benefits. That doesn't mean you don't talk about features, just find a way to help your customer understand why your company or product will change their life for the better. This piggy packs on one of Sonia's other points, which is to articulate what is unique about you. “What is your special sauce?”

3- Your customer is confused.

“A confused mind does not buy.” Structure content on web pages in a user friendly manner that helps your visitor understand your message without becoming confused and disinterested. Headlines are your best friend here. Communicate your main point with a headline that tells why your solution works. Then support it by giving reasons why.

4- You're ignoring important objections.

“An objection is a reason someone is not doing business with you yet.” What do you think is stopping your customer from buying your product or using your service? Sonia used acupuncture as an example here, which was brilliant. Most people are afraid of needles. Successful content on an acupuncturist's website might allay that fear of needles by breeching the subject of pain and how much is actually involved. Educating your user is the key to getting them to take that next step.

5- You have no proof.

Make it painstakingly clear why you or your product is valuable or effective. The word “because” is extremely important here, in fact Sonia calls it hypnotic. “Give the reason why something works.” Sonia used a skin care product as an example here: “My skin care product works because it contains vitamin BHA, which …” This is another piece to educating your potential customer and compelling them to trust you. 

Thank you @SoniaSimone for all of the great tips! If you gleaned anything valuable from this post, follow Sonia on Twitter to keep up with her terrific perspective and insight. 

If you listened to the webinar, what do you think was the most important point Sonia made? Let us know in the comments below, post on our wall, or tweet us @iexposure. 

Image by creepyhalloweenimages on Flickr, licensed by Creative Commons. 

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