Conversion Optimization- Product Messaging Review

This is another week's review of Conversion Optimization Mini Degree by CXL Institute. After the introductory section of Conversion Copywriting, the Product Messaging section commences. The tutor of this course is conversion-focused copywriter at Kantan Designs.

Product Messaging

This course approaches copywriting in an analytical and data-driven way. Momoko begins the course by presenting the theoretical foundation her technique is based on. She demonstrates that copywriting can be far more than creativity-driven and can, indeed, be based on reliable data.

Copy "Teardown"

The first part of the course is dedicated to the understanding of how to identify a good piece of copy. The trainer suggests three main approaches to create a definitive copy checklist:

• Tested CRO Principles by MECLabs Elements;
• Tested Psychological Principles by Cialdini’s Principles of Persuasion;
• Tested Copywriting Principles - Claude Hopkins’ Scientific Advertising;

MECLab`s Conversion Heuristic Formula

Recording to the MECLABS lab, five factors influence the probability of conversion: motivation, values, incentive, friction, and anxiety. We will focus on three main ones: motivation, values, and anxiety. From the formula, we see that when motivation or values increase, the probability of conversion increases. With anxiety, the opposite is true.

So the first element is M, for motivation. Motivation really comes back to the why and the when of when someone hits your page and what they are expecting from you. In the grand scheme of internet, people are searching and looking around and going from site to site all the time, and they usually have a reason in mind. They have something and they have an expectation that they are thinking about. We can`t control that, but that fundamentally is the driving force of why they`re going from site to site including our sales page. So first and foremost, we need to understand what our prospect`s motivation is, and make sure that our messaging is aligned with that motivation. And the second element is our value proposition, and we can see that in formula they show that motivation is proceeded with a four, so it is really essential whereas our value proposition is proceeded with a three, which shows it is vital but it`s not quite as important as our motivation. And our value proposition really comes back to what is, what`s the payoff? What are we actually giving them that they can get from us that benefits them that they can`t get elsewhere. And then we have to combined elements, our incentive and our friction. And it`s not quite as important as our value proposition or the motivation, however, it`s very critical.

Cialdini`s 6 Principles of Influence

Social proof, in other words evidence that other people saying yes, Authority, some kind of third party authoritative statement from either press, media, what have we, that supports the fact that our offer is great. Likeability, which is very like, it is a difficult thing to quantify, but at the end of the day, it is easier for people to say yes to us when they like us. Scarcity and urgency, which is a huge element in terms of incentivizing people to act. If they know that there`s a limited amount resources, they are going to be motivated to try to grab those resources. Reciprocity, we human beings are wired to basically want to return favors and pay back our debts. In short to treat others as they’ve treated us. The idea of reciprocity says that people by nature feel obliged to provide either discounts or concessions to others if they’ve received favors from those others. Psychology explains this by stressing that we humans simply hate to feel indebted to other people! The principle of commitment (and consistency, too) declares that we human beings have a deep need to be seen as consistent. As such, once we have publicly committed to something or someone, then we are so much more likely to go through and deliver on that commitment hence consistency. 

Claude Hopkins`Scientific Advertising

Claude C. Hopkins was the original conversion copywriter before there was ever any internet. He put out ads that had effectively promo codes that people had to use to able to get the offer. So he could measure the effectiveness of his clients`advertising spend.

Hopkin`s Rule 1: Be Specific

" Platitudes and generalities roll of the human understanding like water from a duck. They leave no impression whatsoever... People recognize a certain license in selling talk as they do in poetry. A man may say, " Supreme in Quality " without seeming a liar, though one may know that other brands are equally as good... But just for that reason general statements count for little. And a man inclined to superlatives expect that his every statement will be taken with some caution.

... But a man who makes a specific claim is either telling the truth , or Lie.

People don`t expect the advertiser to Lie ."

Hopkin`s Rule 2: Offer Service

" Remember that the people you address are selfish, as we all are. They care nothing about your interest or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising.

... The best ads ask no one to buy... [They] are based entirely on service. They offer wanted information. They cite advantages to users. Perhaps, they offer a sample... so the customer may prove the claims without any risk. Some of these ads seem altruistic.

But they are based on a knowledge of human nature."

Hopkin`s Rule 3: Tell the Full Story

" There is no fixed rule on the subject of brevity. One sentence may tell a complete story on a line like chewing gum. It may on an article like Cream of Wheat.

But, whether long or short , an advertising story should be reasonably complete."

Hopkin`s Rule 4: Be a Sales(wo)man

" There is one simple and right way to answer many advertising questions. Ask yourself: "Would this help a salesman sell the goods? Would it help me sell them if I met the buyer in person? "

...Some argue for slogans, some like clever conceits. Would you use them in personal salesmanship? Can you imaging a customer whom such things would impress? If not, don`t rely on them for selling in print."

...When one tries to show off, or does things merely to please himself, he is little likely to strike a chord which leads people to spend money."