Thank you for joining us!

We’ll be starting in just a few minutes.

Ryan EngleyRyan is our Director of Customer Success

who along with his team, helps Unbounce customers boost their conversion rates. He is

our resident webinar host and consummate office vegan.

Joanna WiebeJoanna is a conversion-focused copywriter and the founder of Copy Hackers, where startups learn to write copy. As well as maintaining her own newsletter, she is a contributor to the Unbounce blog. She once tried to be a vegan; that lasted 19 hrs.

About the Hosts

Ryan EngleyDirector of Customer SuccessUnbounce

@ryan_engleyJoin our chat

on Twitter

Joanna WiebeFounder & CopywriterCopyHackers.com

@copyhackersJoin our chat

on Twitter

Recording and Slides Will Be Emailed This Week

Join our chat on Twitter

We’ll Talk About…• 4 copywriting tips you should implement IMMEDIATELY

• Why your brain is your enemy

• How to avoid sounding like a used car salesman… while still selling like one

• The headline test you should run today

Increase your Marketing ROIBuild, Publish, and Test targeted landing pages

Get 50% Ofyour first 3 months

http://try.unbounce.com/copyhackers

FIRST!

FOUR 20-SECOND “AIDA” COPY TIPS YOU CAN ACT ON IMMEDIATELY

20-Sec Tip #1:

Gain Isn’t as Powerful as LossATTENTION

Generate more leads

Stop losing leads

20-Sec Tip #2:

Don’t Summarize Benefits – Be SpecificINTEREST

24/7 Availability!Our virtual assistants work when you do

24/7 Availability!You start work at 6am, your VA stars work at 6am

20-Sec Tip #3:

“Free” = “No Value”DESIRE

Free Shipping We’ll Pay Your Shipping

20-Sec Tip #4:

Make Calls to Action Seem EfortlessACTION

BuySign UpSubmit

Get

20-Sec Tip #4:

Make Calls to Action Seem EfortlessACTION

BuySign UpSubmit

Yes, Give Me AccessBonus

= EVIL

453% Lift

Your messages don’t come from you, your CEO, the product marketing team or a writer. They come from…

Visitor Surveys Customer Surveys Interviews Any UGC

• Amazon book reviews• Blog comments• YouTube, Facebook

comments• App Store app reviews• Forum posts

Swiping “VOC data” give(s) you

• Natural, un-marketing phrases• Access to the vernacular of your prospect • Non-cliché analogies and similes• Pain and delighter messages• Keyword-rich copy• Sticky, memorable phrases

= EVILNB: Selling usually feels uncomfortable –

but that doesn’t mean it’s “skeezy”

Avoid Raising Flags about Claims (in Short Copy)

51% paid lift

Cushion Claims

“Could this be the best way to solve your biggest HR challenges?”

vs

“This is the best way to solve your biggest HR challenges”

{ }

= GOOD

Your Value Proposition or USP:

What’s unique + highly desirable about your ofering, brand or org?

A/B Testing(always be testing)

40% lift in clickthrough

Unique Highly Desirable Specific Succinct Memorable

The milk chocolate melts in your mouth, not in

your hands

X X X X X

Investors earn better returns, borrowers pay

better rates

X X X X X

The fastest way to great customer

supportX X X X X

M&Ms

Lending Club

Zendesk

“But there’s nothing diferent about us”

Product designProduct feature

Business point of viewEmployee personalities

Approach to solving X problem

Types of usersPoint of origination

Customer focusProductionInnovation

Final Words of Wisdom

Stop trying to impress yourself or your high school English teacher

Focus 100% of your messages on THEM

Raw words are better than polished

If it feels hard, you’re doing it right

Q&A

Writing for B2B Short vs Long Copy

Headlines Emails

How does copywriting difer in B2B vs B2C situations?

Writing for B2B

Is professionalism in writing copy more important than making it fun/quirky/personality-driven?

Writing for B2B

What’s your take on the age-old discussion of long vs shor copy? Are long sales pages really the

highest converting?

Long vs Short Copy

How much is too much?

Long vs Short Copy

Should working keywords into your landing page be a priority?

Headlines

I’ve heard numbers in headlines tent to attract interest,

what say you?

Headlines

I get the most unsubscribes when I ofer an email with value,

why is this?

Emails

Can you give tips and tricks on email subject lines too?

Emails

How do I “seduce” customers into opening my emails?

Emails

Visit www.CopyHackers.com/unbounce-webinar in the next 5 days to get exclusive freebies + save 25%

Learn the essentials of writing CRO copy for short landing pages

Ready to write a long-form landing page? Get this ebook!

Get 50% Of Your First 3 Monthshttp://try.unbounce.com/copyhackers