I know I hate writing marketing copy, don’t you? It’s something we all dread, but we need marketing copy to convert visitors into customers.
The real question is, how do you create marketing copy when you don’t have a copywriting bone in your body? Luckily for you, I have an approach that you can follow to create marketing copy, without even picking up a pen.
Tactic #1: Use tweets and testimonials
One simple way to create marketing copy is to pull it from Twitter and emails. If you have a good product or service, or even an exceptional customer service team, eventually someone will express how great your company is.
Ramit Sethi from I Will Teach You To Be Rich uses both testimonials and tweets on his homepage to encourage you to sign up for his blog.
If you look at the screenshot above, you’ll notice that he uses people’s full names and even shows their Twitter handles to prove that the testimonials are genuine. This is important because there are too many fake testimonials out there. If people don’t believe your testimonials are real, they will less likely to convert.
I tested a testimonial from Emerging Terrains on how I helped them generate extra six figures in revenue, and it decreased my conversion rate by 11% because people didn’t believe the results… even though they were real. I should have made it more personal and used images like Ramit did to make sure the testimonial is accepted as genuine.
Nonetheless, the strategy Ramit used is something that works really well. My buddy Timothy Sykes uses the same strategy as Ramit, and it has helped increase his conversion rate by over 21.6%.
Tactic #2: Headlines don’t have to be written
You know headlines are powerful, so the words you choose for the headline can drastically increase or decrease your revenue.
When Highrise added the phrase “free trial” to their headline, they boosted their conversion rate by 30%.
Granted, you probably won’t be able to boost your conversion rate by 30% with a simple tweak like Highrise’s, but you can achieve similar results with a bit of creativity.
LKR Social Media was able to increase their conversion rate without even writing any copy. They used a testimonial to boost email signups.
Here is the original version:
And here is the version with the testimonial as a headline:
They used the testimonial “Yours is the only newsletter I actually read” to make you feel like you would be missing out if you didn’t subscribe. Guess what? It worked really well! It worked so well that they saw a 24.31% increase in email signups.
Tactic #3: Videos can convert higher than text
In many cases, video is a more powerful format than text-based content. Yes, high quality videos require scripts, animators and videographers. If you have some money to throw around, you could copy my process of creating videos, which helped me make an extra $21,000 a month.
If you don’t have a video budget, you can just go out there and film yourself. Tim Sykes did this with his Millionaire Challenge campaign, in which he used a video instead of text to explain his offer.
The video was created off the cuff, without a video production crew or any professional editing. The end result was a boost in conversions by 72.9%.
So, how did Tim, not a copywriter, create a higher converting offer? He decided that he was going to create a video that explains why he was so passionate about his offer.
If you want similar results to Tim’s, make sure you cover the following within your video:
- The problem your potential customers are facing.
- The solution you are offering that solves their problem.
- Details about your product or service.
- Answers to any objections or questions your potential customers may have.
- What makes your solution unique and why they should sign up or buy it.
If you don’t have a camera to record a video, don’t worry about it. Your cell phone should have a powerful enough lens to record a video.
Tactic #4: Use data
I wanted to create a contact page that increased how many relevant requests I would receive. The problem was I didn’t have enough time to write persuasive marketing copy.
Instead, I used data to create a contact page.
I did something similar with a speaking page, which I turned into a data-rich infographic versus a page filled with marketing copy.
Can you guess what the end result was? The page filled with marketing-rich copy used to get me three speaking inquires a week. The data-rich infographic, which receives the same amount of traffic as the text version, brings in eleven speaking inquires a week. That’s a 266% increase in leads.
Using an infographic to represent data is not the only way to get the results I did. On Crazy Egg, for example, we pulled data from a study at Carnegie Mellon that showed an 88% correlation between eye and mouse movement.
That page with data beat the original version by 30%. Granted, we made other changes to the page, but using data did help.
Tactic #5: Instructional images
Marketing copy doesn’t have to be in text format. Leveraging images to get your message across can sometimes be more effective than persuasive copy.
Kimberly Snyder decided to try this approach for her smoothie recipe page as she felt it would provide a better user experience than using copy.
The end result was an increase in search traffic by 21,429 visitors a month and an additional 200 emails collected per day. Again, the only change she made was to use an image instead of copy.
You don’t have to know how to write copy to create marketing copy. You can utilize testimonials, quotes, data, images and even videos to get your message across.
As examples above show, in many cases, it is more effective to leverage those strategies than to sit down and write copy.
So, what other ways can you create marketing copy without actually writing?