“What most people don’t consider when it comes to their marketing copy is context. How does this email or web copy fit into the entire customer journey? Does the copy meet the person’s expectations and help them achieve their goals?”
“Without considering questions like these, businesses often fail to see positive results. And then they get frustrated. So conducting your customer research is the critical first step before putting any words on the page. This includes things like interviews, surveys, user testing, and heat maps.”
“I always tell people to think in terms of optimizing the entire funnel or journey from start to finish. This applies to copy, too. Knowing what your prospects and customers need to see, where and when, is more than half the battle.”
You can use your research to understand the canada phone number format customer journey and optimize it from start to finish. Why is this important? To improve overall conversions, your copy needs to serve and persuade a wide range of visitors at a wide range of stages.
For example, you might be familiar with the five stages of consciousness:
Unaware : The visitor is unaware of the problem, the solution, or your product.
Problem aware : The visitor knows they have a problem, but they don't know there is a solution.
Solution Aware – The visitor knows the outcome they want, but they don’t know your product provides it.
Product Aware – The visitor knows what you sell, but is unsure if it is the right choice for them.
More aware : The visitor knows your business and your product, they just need to know more details.
At any given time, your store copy should be trying to grab attention and persuade people at each of the five stages. If your website and landing pages don’t address users at these levels, it will be difficult to improve your conversion rates.
There are also different levels of motivation and intent: there might be someone who feels the problem intensely, and another person who experiences it passively. Some will be ready to buy, while others are just beginning to research products. Understanding these contexts puts you in a better position to write effective copy.
For example, in the right context, humor can be a good tool of persuasion. Lianna Patch of Punchline Conversion Copywriting argues that great copy can increase sales, while boring copy kills sales (and customer relationships):