Welcome back. Now that you've got a hook and you've chosen a display type for your farm the last piece is the copy. I love this quote from Val Geissler copywriting is the one skill that will make you more money and help get you out of trouble. For email sign UPS this is 100 percent trip writing a clear great headline for your form will make it easier for your visitor to understand the hook and entice them to join.
When we talk about writing we don't mean the next American novel good copywriting is like first aid. It takes years to become a doctor. But with some basic knowledge and techniques anyone can be a lifesaver. They're professional writers out there who have specialized degrees. There are hundreds of books on the craft. But here's the first aid version that can help make your writing 90% better without having to hire anyone or go back to school.
Nail the headline. There's an old saying in copywriting once you've written the headline you've invested 80% of your money. More people read the headline than we'll ever read the body text. This is especially true with farms. The purpose of the farm is to get them to sign up. The headline copy should speak to the offer itself benefits first features people don't visit your site to sign up for a form they sign up for the benefits good copywriting emphasizes those benefits and explains the offer in terms of the benefits.
Don't explain why your emails are so great use words to show customers have signing up is going to improve their lives be conversational write like you talk slangy casual language is encouraging web copy it makes you more relatable and less sales we use all the contractions you want drop f bombs if that works with the tone of your brand and above all just be real be yourself be human.
Keep it simple vague words don't make you sound smart they make you sound like someone who's trying to sound smart bad writers say utilize instead of use or individual instead of person. Basically, if you wouldn't use a word when you're talking to a friend don't use it when you're writing copy read your writing aloud. This trick is going to help you catch errors and improve the flow of your writing by listening to the rhythm of your own words.
If there is a snag you're probably going to stumble over it. My colleague Dave the CMO of pretty is all about the copy. Anytime I'm writing something new I like to reference his seven writing tips for email sign up copy. He's never been more true write in lines not paragraphs in a pop up the visitors eye needs to quickly digest the hook without spending much time call out the hook in bold online one, and maybe a second line underneath or a p.s.
below the Submit button and use conversational language. All of this is going to help you write better copy for conversion, whether it's on your forms your website or even an email marketing campaigns. OK take a deep breath. We covered a lot of ground so far on the who, what, and when. Of less growth in the next module I'm going to walk you through the follow through what to do the moment someone actually signs up for your form.
