As a copywriter we have SO many ways to create copy that does what you need it to do!
Yes…convert (you did say convert not sell right?), and that is exactly what great copywriters do…or is it! Well in a nutshell…no.
A user as we know it is a customer, a visitor, a reader — someone who is using a product or visiting a website or reading an email … or interacting in any way with a company online.
How you feel about interacting with a company is your UX or user experience.
When a company places strong emphasis on a great user experience, they put the needs and goals of their user above their own.
A long time ago companies like Apple, Amazon, and Google made the decision to put their customers’ goals above their own. And they were rewarded with wild levels of success.
So naturally, other companies began to follow their example …
With the explosive growth of the internet, our choices have also exploded.
Decades ago, if you wanted to buy a bike for your kids, you’d go to a bike shop (and many still do to ‘look’ at the bike but not BUY the bike), Now, you might buy the bike online at Amazon or online through a specialty shop like Guardian Bike Company. Or directly from the manufacturers website.
So, what makes a person pick one brand over another?
There are a lot of things affect that buying decision.
Shared values. People consider the values a company puts forward — the company’s mission, vision, and community involvement more now than ever before.
A feel good story. Touching stories are relatable. If a company tells a good story about its founder, its products, its employees, or better yet its customers, that can create a connection that can and often does lead to a purchase.
Aspiration. If a company’s marketing message appeals to who the buyer wants to be, that can be a powerful buying motivator.
Convenience. Making it as easy and straightforward to buy helps streamline the buyer’s journey.
Customer service. A KEY element, If a company has a strong reputation for caring about their customers, that will often attract more customers.
Brand advocates. When people who have already purchased from a company start singing that company’s praises, they will send more customers that company’s way.
That’s not an all inclusive list. But notice, all these reasons have one thing in common.
They’re all about the UX or User Experience.
We Help Our Clients Sell Without Selling…
Some of the things I might write for you on improving the User Experience …
- Website homepages
- Company About pages
- Employee bios
- Frequently asked questions or F.A.Q pages
- White pages
- Blog posts
- Video scripts
- Special reports
- Email welcome series
- Product purchase fulfillment series
- Product pages
- Order pages
- Email newsletters
- Landing pages
- Sales funnels
- Case studies
- Podcast notes
- Social media profiles
- Social media posts
And anything else you can think of that your customer might read.
People now have a TON of options when making a buying decision. The experience they have with your company — and the connection they feel to your company — will have a powerful influence on their buying decisions.