Tips for copywriting that supports the user journey

There are not many skills that can help you to sell more courses as copywriting. Nearly all highly effective online sellers know this secret: More than their product, more than their traffic, more than their e-mail campaigns, it’s their copywriting that is able to increase conversions and help to sell more. This article will teach you how to use that secret to sell and market your courses.

“You could say to yourself, this is just another blog post, and walk away. If you choose to do that, you’ll probably always have a nagging question in the back of your mind: “What if I had read that article? How would things be different today?” (thanks to Ray Edwards).

The reason is that “Words sell”. The most boring, black-words-on-white-background sales page will outperform a flashy website with the right words. So let’s get started:

The pre-head: Directly address who you are targeting “Attention, future personal trainers!” or “Attention, student accountants!”. “You’re targeting the prime prospect for your message and you’re qualifying him or her “Do you belong to this group?”

The headline: The headline is the ad for the rest of the ad. Its job is to make the reader want to keep on reading. That’s all your headline has to do. People decide in 2 seconds they’re going to click the back button and they’ll be gone. You should spend a lot of time on refining the headline for the course.

The subheadline: The subheadline headline and the beginning of the description. “The job of the subheadline is to reinforce the impact of the idea proposed in the headline and to also arouse more curiosity.

The body: This is the bulk of your text. Try to form in your mind what your prospective students are looking for and start searching for keywords that they might use. Pretend you are them. Think about what questions they are usually asking you on the phone, at events or in emails and make sure to answer them in their way of speaking.

Keep this three things about your visitors in mind:

They never read anything at first

    1. The scan you headline and decide if the read further
    2. The they scan (not read) all subheadlines etc.

They never believe anything at first

    1. The job of your copy is to overcome disbelief
    2. They want to be convinced that this is the right course for them and provide them with the ability to progress in their career

They never do anything at first

    1. Once you overcome the first two obstacles it is down to your body to do the rest

So let’s take a closer look at the body of your course description:

The lead: Sets the criteria for whom this text or description is intended and what they will gain.

Rapport: Here is where you build a relationship with the reader. Demonstrate that you understand the readers pain to find the best possible course for them. People like three types of people

  • the ones that are like themselves
  • those who are like the way the want to be
  • those who like them back

Credibility: “Who am I/are we and why should you listen us?”. You must build credibility with your prospects in order for them to lower the resistance they’re naturally feeling.

Benefit bullet points: A bullet is a brief statement that identifies a single benefit offered by your courses. We suggest that you have a lot of bullets in your description – it performs well as it makes scanning easier.

Testimonials: This is third-party verification that your solution does what it claims to do. In other words, people who have used your product or service, liked it, and are willing to endorse it. Make sure to use their full name.

Value justification: We heard from many of our clients that the course price is critical for your visitors. So let’s talk about value justification. Make sure to talk about how valuable your products actually is to the user. Since you provide a product that is enhancing their career you have a headstart over many other services. You can be concrete. What is their earning potential?

So finally the call to action to your offer

Here you tell the visitor what to do. Don’t be shy – communicate that it’s time for them to buy since you have shown all the reasons why. Ask yourself if the offer section is the only part that your visitors read, can they make a buying decision? You should be giving them all the information they need to make a buying decision. Motivate the visitor to act.

What is your next step now?

Take look at your website and especially the product overview pages. Often they don’t get enough love. Make sure that your own copywriting is strong so it actually helps you selling more products. Let our team know your experiences.

All courtesy goes to Ray Edwards and Michel Fortin who are the initiators of  many of the ideas above and who helped hundreds of businesses to sell more online.

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Author:
Lukas breathes design and UX. He takes care of revealing details in the User Journeys and applying latest UX paradigms to smooth the customer experience. His motto is to make the buyer experience awesome.