I’ve followed Joel Klettke around the socials for a while and love the value he brings to copywriting and SaaS groups. He’s got a no nonsense style in sharing his knowledge.
This interview on Live In The Feast doesn’t disappoint.
- The purpose of conversion copywriting is not to manipulate or trick your audience into buying. It’s to understand the prospects so much that you can preempt their anxiety, pain and desires. And then present the right information, said in the right way, to allow them to make an informed decision. The job of the copy is not to create desire. The job is to channel the desire.
- 90% of conversion copywriting isn’t writing. It’s the research and analysis that goes into getting a deep understanding of your market.
- Case studies are underestimated tools in converting prospects. Use them in any part of the funnel by repurposing the content to fit the awareness levels. As it gets easier to launch products, the only thing that competitors can’t copy from you is your experiences with customers. Your proof is becoming one of the most important parts of your brand.