Have we peaked your interest? We’ve got loads more conversion copywriting tips from all the speakers.<\/p>\n\n\n\n
1. Booking.com UX copywriters Francesca Catanuso and Jade Goldsmith: copy that converts<\/h2>\n\n\n\n![\"\"](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-jade-goldsmith-francesca-catanuso-290x300.jpg\")
<\/figure>\n\n\n\nFollow Francesca Catanuso on Twitter: @AmsterFran<\/a> or follow their Medium blog on UX copywriting: Booking.writes<\/a><\/p>\n\n\n\nWe\u2019ll be honest.<\/p>\n\n\n\n
These UX copywriters were basically the reason we booked a ticket for the Copywriting Conference<\/strong>.<\/p>\n\n\n\nSo yes, expectations were high. (And even better: they exceeded them!)<\/p>\n\n\n\n
The 4 main insights<\/strong> from these two UX copywriters:<\/p>\n\n\n\n\n- It\u2019s all about nudging<\/strong><\/li>\n\n\n\n
- Psychological principles only work if people trust<\/strong> you<\/li>\n\n\n\n
- Conversion<\/strong> is more than just clicks<\/li>\n\n\n\n
- You can never test<\/strong> too much<\/li>\n<\/ol>\n\n\n\n
1. It\u2019s all about nudging<\/h3>\n\n\n\n![\"\"](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-bookingsession-1024x655.jpg\")
The Booking.com session was a popular one<\/figcaption><\/figure>\n\n\n\nIf you\u2019ve ever booked anything on Booking.com, you might have noticed the calls to action or CTA’s.<\/p>\n\n\n\n
They don\u2019t say \u2018Book now\u2019 until the very end. All the other calls to action are really friendly, never pushy. Their only goal is to nudge the visitor deeper into the funnel, step by step<\/strong>.<\/p>\n\n\n\nFor example, this is the CTA copy you\u2019ll see from the moment you land on their UK website until you\u2019ve booked a room:<\/p>\n\n\n\n
\n- Search<\/li>\n\n\n\n
- See our last available rooms<\/li>\n\n\n\n
- I\u2019ll reserve<\/li>\n\n\n\n
- Next: Final details<\/li>\n\n\n\n
- Book now<\/li>\n<\/ul>\n\n\n\n
2. Psychological principles only work if people trust you<\/h3>\n\n\n\n
Psychological principles (such as Cialdini’s idea of unity<\/a>) only work if people trust you.<\/p>\n\n\n\nHow to make people trust you?<\/p>\n\n\n\n
\n- Be transparent<\/strong>, don\u2019t hide \u2018the small print\u2019 or spring extra fees on people in the last step<\/li>\n\n\n\n
- Be consistent<\/strong> so people don\u2019t have to think twice about your message and feel sure about themselves<\/li>\n\n\n\n
- Show people they\u2019re in control<\/strong>, by using the word ‘you’ a lot<\/li>\n<\/ul>\n\n\n\n
![\"By](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-booking-screenshot1.png\")
By saying ‘you’ a lot, Booking.com emphasizes that the reader is in control.<\/figcaption><\/figure>\n\n\n\nBut of course, you can\u2019t build trust overnight<\/strong>. Booking.com has been doing what they do since 1996. Building trust, like building a brand, takes time.<\/p>\n\n\n\n3. Conversion is more than just clicks<\/h3>\n\n\n\n
\u2018Conversion\u2019 can mean many things. Booking.com uses a pretty broad definition<\/strong>:<\/p>\n\n\n\n\n\u201cConversion = causing a shift in user behavior\u201d<\/p>\n<\/blockquote>\n\n\n\n
An example:<\/strong><\/p>\n\n\n\nCustomer support got a lot of questions about the confirmation page<\/strong>. Mostly because people weren\u2019t sure whether their booking had been confirmed.<\/p>\n\n\n\nThat might sound silly because that\u2019s basically the only thing the confirmation page says. But obviously, it wasn\u2019t reassuring enough for visitors.<\/p>\n\n\n\n
So over several A\/B tests, UX copywriters tweaked the copy<\/strong> step by step to reassure people. The result? A huge drop in customer support tickets.<\/p>\n\n\n\nYou\u2019ll now see that the page is packed with words related to certainty and confirmation:<\/p>\n\n\n\n![\"\"](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-booking-screenshot2.png\")
<\/figure>\n\n\n\n4. You can never test too much<\/h3>\n\n\n\n\n- Everything on Booking.com’s website is based on test results, not on branding guidelines.
They don\u2019t have a style guide<\/strong>, because wording should be based on test results, not on guidelines.<\/li>\n\n\n\n- Tests are iterated<\/strong>, to double-check and to rule out seasonality.
Ski resort pages don\u2019t get traffic all year, for example.<\/li>\n\n\n\n- Even fixing a mistake is tested<\/strong>, because the incorrect version might have performed better.
If you just fix it, you\u2019ll never know.<\/li>\n<\/ul>\n\n\n\nTip<\/strong>: want to get started with UX and conversion optimization on your own website? Let our team of experts finds out where your site is leaking money,<\/a> so we can help you get more leads, more sales and more revenue<\/p>\n\n\n\n2. Anna Gunning: how to avoid confusion and wasted time in projects<\/h2>\n\n\n\n![\"\"](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-anna-gunning-290x300.jpg\")
<\/figure>\n\n\n\nFollow Anna Gunning on Twitter: @agunning<\/a><\/p>\n\n\n\n\n- Have you ever had misunderstandings<\/strong> with a client?<\/li>\n\n\n\n
- Have you had rounds and rounds of feedback<\/strong> – until you no longer recognized your original proposal?<\/li>\n<\/ul>\n\n\n\n
If your answer is yes, then you\u2019ll love Anna Gunning\u2019s tips.<\/p>\n\n\n\n
If your answer is no \u2026 Really?<\/p>\n\n\n\n
Anna Gunning’s advice: when you get a brief from a client, you should ask yourself 3 questions:<\/p>\n\n\n\n
\n- Am I sure the information is complete?<\/li>\n\n\n\n
- Are the mutual expectations clearly understood?<\/li>\n\n\n\n
- Have I taken subjectivity out of the review process as much as possible?<\/li>\n<\/ol>\n\n\n\n
Question 1: Am I sure the information is complete?<\/h3>\n\n\n\n
Your information is not complete if you don\u2019t understand:<\/p>\n\n\n\n
\n- The customer<\/li>\n\n\n\n
- What you\u2019re selling<\/li>\n\n\n\n
- How to influence the decision-making process<\/li>\n<\/ul>\n\n\n\n
> You don\u2019t understand the customer<\/strong>
You can\u2019t sell to everyone \u2013 even if your clients say you should.<\/p>\n\n\n\nIt\u2019s your job to tell them otherwise. Focus. Who is your target audience?<\/p>\n\n\n\n
Do customer research<\/a>, such as interviews.<\/p>\n\n\n\nExample questions:<\/p>\n\n\n\n![\"Anna](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-anna-gunning-screenshot1.png\")
Anna Gunning’s example questions for a customer interview<\/figcaption><\/figure>\n\n\n\nIf you can\u2019t do interviews, use online resources:<\/p>\n\n\n\n
\n- Review sites: Google My Business, Amazon<\/li>\n\n\n\n
- Industry and community forums<\/li>\n\n\n\n
- Reddit<\/li>\n\n\n\n
- Quora<\/li>\n\n\n\n
- Competitor testimonials<\/li>\n<\/ul>\n\n\n\n
Read the discussions. Find out what issues people are struggling with, what triggers them, what words they use \u2026<\/p>\n\n\n\n
When you\u2019ve got all the data you need, bring them together in this table:<\/p>\n\n\n\n![\"\"](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-anna-gunning-screenshot2.png\")
<\/figure>\n\n\n\nNow there\u2019s a blueprint for your copy!<\/p>\n\n\n\n
> You don\u2019t understand what you\u2019re selling<\/strong>
People aren\u2019t buying a product or a service. They\u2019re buying a solution to their problem.<\/p>\n\n\n\nAsk your client to fill in the gaps in this statement:<\/p>\n\n\n\n
\nOur customers need a better way to \u2026 because \u2026<\/p>\n<\/blockquote>\n\n\n\n
Most clients will think of something like this:<\/p>\n\n\n\n
\nOur customers need a better way to learn about what we are selling<\/strong> because we haven\u2019t been generating enough leads<\/strong>.<\/p>\n<\/blockquote>\n\n\n\nNot the most convincing copy.<\/p>\n\n\n\n
Help your client fill in the gaps in a customer-oriented way, such as:<\/p>\n\n\n\n
\nOur customers need a better way to design PDFs or e-books<\/strong> because it\u2019s too expensive for them to pay a graphic designer.<\/strong><\/p>\n<\/blockquote>\n\n\n\nWhen you understand what you\u2019re selling, there\u2019s one more vital question: what are your differentiators?<\/strong><\/p>\n\n\n\nYour client might say: \u201cWe\u2019re customer-oriented and offer a high-quality product.\u201d<\/p>\n\n\n\n
But as a copywriter, you should never settle for that kind of input. That could be about any company in any industry.<\/p>\n\n\n\n
It\u2019s your job to ask: \u201cSo what?\u201d <\/strong>(Or more politely: “Why?”)<\/p>\n\n\n\nAnd keep asking why until you get specific input.<\/p>\n\n\n\n
Such as: \u201cWe reply to all customer emails within 24 hours\u201d and \u201cEven without any graphical skills, you\u2019ll be able to design a professional-looking e-book within 20 minutes\u201d.<\/p>\n\n\n\n
> You don\u2019t understand how to influence the decision-making process<\/strong>
Find out what stage of awareness your reader is in.<\/p>\n\n\n\nIs she aware that:<\/p>\n\n\n\n
\n- She has a problem?<\/li>\n\n\n\n
- There\u2019s a solution?<\/li>\n\n\n\n
- Your client offers the solution?<\/li>\n<\/ul>\n\n\n\n
You have to know what she already knows. And what she needs to know to take the next step.<\/p>\n\n\n\n
Question 2: Are the mutual expectations clearly understood?<\/h3>\n\n\n\n
Check off these things with your client:<\/p>\n\n\n\n
\n- Objectives<\/strong>
What are we trying to achieve? More sales leads, brand awareness, website visits, event attendance \u2026?<\/li>\n\n\n\n- Target audience<\/strong>
Who are we targeting?<\/li>\n\n\n\n- Key takeaway<\/strong>
What is the key takeaway? E.g., a product benefit, an offer, an invitation.<\/li>\n\n\n\n- Call to action<\/strong>
What are we trying to get the target audience to do? Book an appointment, visit a landing page, make a purchase \u2026 And is there a specific deadline for this?<\/li>\n\n\n\n- Deliverables<\/strong>
What is the client expecting to receive? Detail specifics such as sizes and formats, e.g. \u201cYou\u2019ll get the copy in a Word document, A4 size.\u201d
This might sound obvious, but your client will appreciate the clarity. And will get exactly what she expected.<\/li>\n\n\n\n- Relevant past performance<\/strong>
Ask for detailed information on open rates and click rates of previous campaigns. If previous copy has worked particularly well or not, this is useful information for you.<\/li>\n<\/ul>\n\n\n\nQuestion 3: Have I taken subjectivity out of the review process as much as possible?<\/h3>\n\n\n\n
If you take care of steps 1 and 2, you should be good.<\/p>\n\n\n\n
You\u2019ve done your research. So whenever the client asks you to change something for no apparent reason, you can refer back to the research.<\/p>\n\n\n\n
It won\u2019t be your opinion versus your client\u2019s opinion. It will be research data versus your client\u2019s opinion<\/strong>.<\/p>\n\n\n\n3. Ryan Wallman: the bloodhound of bullshit<\/h2>\n\n\n\n![\"\"](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/Copywriting-conference-2018-key-insights-Ryan-Wallman.jpg\")
<\/figure>\n\n\n\nFollow Ryan Wallman on Twitter: @dr_draper<\/a><\/p>\n\n\n\nRyan Wallman is allergic to corporate bullshit<\/strong> and to making things sound a lot more difficult than they are. Or, to quote the ‘bloodhound of bullshit’:<\/p>\n\n\n\n“I’m trying to pay a phone bill, not get to f*cking Mordor.”<\/p>\n\n\n\n
In his talk, he shared a few of his favorite examples<\/strong>:<\/p>\n\n\n\n![\"Is](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-ryan-wallman-screenshot1.png\")
Is this what you would say if someone asked you what Starbucks does?<\/figcaption><\/figure>\n\n\n\nHow to write bullshit-free copy:<\/p>\n\n\n\n
\n- Never say \u2018innovative\u2019<\/li>\n\n\n\n
- Use concrete language<\/li>\n\n\n\n
- Write (mostly) short sentences: over 32 words is too long<\/li>\n\n\n\n
- Take the Flesch reading ease test. Based on your sentence structure and vocabulary, you get a score. The higher your score, the easier your copy is to read:
The higher your score, the easier your text is to read. <\/figure> <\/div><\/li>\n\n\n\n- Use the Hemingway app<\/a>: find out how to make your writing bold and clear by shortening your sentences or eliminating passive voice and adverbs.<\/li>\n<\/ul>\n\n\n\n
A few examples to prove that you can write effective copy in simple, short sentences:<\/p>\n\n\n\n
\n![\""This](\"https:\/\/www.agconsult.com\/sites\/default\/files\/blog\/2018\/copywriting-conference-2018-key-insights-ryan-wallman-screenshot5.png\")
<\/span>\n <\/p>\nVolkswagen proves that copy can be simple and great.<\/figcaption>\n<\/figure>\n<\/div>\n\n\n\n\n![\"An](\"https:\/\/www.agconsult.com\/sites\/default\/files\/blog\/2018\/copywriting-conference-2018-key-insights-ryan-wallman-screenshot6.png\")
<\/span>\n <\/p>\nAn apology ad by KFC, with a twist. <\/figcaption>\n<\/figure>\n<\/div>\n\n\n\n4. Anna Johnston: on biases and how to use them in your writing<\/h2>\n\n\n\n![\"\"](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-anna-johnston-290x300.jpg\")
<\/figure>\n\n\n\nFollow Anna Johnston on Twitter: @manvellwriting<\/a><\/p>\n\n\n\nHumans are irrational beings. We are all driven by biases<\/strong>. And as copywriters, we can make use of these biases.<\/p>\n\n\n\nAnna Johnston shared her best tips:<\/p>\n\n\n\n
1. Keep it vivid<\/h3>\n\n\n\n
We don\u2019t relate to vague, big numbers.
But we do get triggered by:<\/p>\n\n\n\n
\n- Smart numbers<\/strong>: say \u201c3 out of 4 people\u201d, not \u201c75% of people\u201d<\/li>\n\n\n\n
- Individual cases<\/strong>: tell one person\u2019s story, highlight individuals<\/li>\n<\/ul>\n\n\n\n
![\""Highlight](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-anna-johnston-screenshot1-723x1024.jpg\")
“Highlight the remarkable”: an ad by Stabilo, making use of our preference for individual stories.<\/figcaption><\/figure>\n\n\n\n2. Keep it simple<\/h3>\n\n\n\n
We are constantly bombarded with information. If you want to be heard, you have to keep it simple:<\/p>\n\n\n\n
\n- Make choosing simple<\/strong>
Try the decoy effect: adding an unattractive option to highlight the benefits of the other options<\/li>\n\n\n\n- Don\u2019t give too many reasons<\/strong>
The more arguments you use, the less powerful they become (the dilution effect)<\/li>\n\n\n\n- Use simple words<\/strong><\/li>\n<\/ul>\n\n\n\n
![\"One](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-anna-johnston-screenshot2-1024x693.png\")
One of Anna Johnston’s slides, showing very clearly why you should use simple words.<\/figcaption><\/figure>\n\n\n\n5. Doug Kessler: the power of metaphors or \u2018the elephant in a nutshell\u2019<\/h2>\n\n\n\n
![\"\"](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/Copywriting-conference-2018-key-insights-Doug-Kessler-290x300.jpg\")
Follow Doug Kessler on Twitter: @dougkessler<\/a><\/p>\n\n\n\nMetaphors can be powerful<\/strong>, especially in advertising:<\/p>\n\n\n\n![\"The](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/copywriting-conference-2018-key-insights-doug-kessler-screenshot.png\")
The damage the sun can do to your child’s skin is like a face tattoo. (Ad by Boots Soltan)<\/figcaption><\/figure>\n\n\n\nDoug Kessler’s tips for using metaphors the right way in your copywriting:<\/strong><\/p>\n\n\n\n\n- Make it fresh<\/strong>: if it doesn\u2019t shed a new light on something, don\u2019t use it<\/li>\n\n\n\n
- Make sure the reader knows the source<\/strong><\/li>\n\n\n\n
- Don\u2019t mix<\/strong> them too much<\/li>\n\n\n\n
- Keep in mind ALL connotations<\/strong>, including negative ones
E.g., atomic bombs were a disruptive technology, but you might not want to compare your business to them.<\/li>\n\n\n\n- Make your metaphor worth it<\/strong>:<\/li>\n<\/ul>\n\n\n\n
\n“Don\u2019t make your reader pause without profit.”
Martin Amis<\/span><\/em><\/p>\n<\/blockquote>\n\n\n\n6. James Daniel: the secrets of his award-winning direct mail campaign<\/h2>\n\n\n\n
![\"\"](\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/02\/Copywriting-conference-2018-key-insights-James-Daniel-290x300.jpg\")
<\/span><\/span>Follow James Daniel on Twitter: @jdcopywriter<\/a><\/p>\n\n\n\nJames Daniel revealed the strategies behind his award-winning hearing-aid campaign in the UK.<\/p>\n\n\n\n
When he came on board as the copywriter-strategist, he made 4 huge changes<\/strong> to the direct mail flow:<\/p>\n\n\n\n
<\/figure>\n\n\n\nFollow Francesca Catanuso on Twitter: @AmsterFran<\/a> or follow their Medium blog on UX copywriting: Booking.writes<\/a><\/p>\n\n\n\n We\u2019ll be honest.<\/p>\n\n\n\n These UX copywriters were basically the reason we booked a ticket for the Copywriting Conference<\/strong>.<\/p>\n\n\n\n So yes, expectations were high. (And even better: they exceeded them!)<\/p>\n\n\n\n The 4 main insights<\/strong> from these two UX copywriters:<\/p>\n\n\n\n If you\u2019ve ever booked anything on Booking.com, you might have noticed the calls to action or CTA’s.<\/p>\n\n\n\n They don\u2019t say \u2018Book now\u2019 until the very end. All the other calls to action are really friendly, never pushy. Their only goal is to nudge the visitor deeper into the funnel, step by step<\/strong>.<\/p>\n\n\n\n For example, this is the CTA copy you\u2019ll see from the moment you land on their UK website until you\u2019ve booked a room:<\/p>\n\n\n\n Psychological principles (such as Cialdini’s idea of unity<\/a>) only work if people trust you.<\/p>\n\n\n\n How to make people trust you?<\/p>\n\n\n\n But of course, you can\u2019t build trust overnight<\/strong>. Booking.com has been doing what they do since 1996. Building trust, like building a brand, takes time.<\/p>\n\n\n\n \u2018Conversion\u2019 can mean many things. Booking.com uses a pretty broad definition<\/strong>:<\/p>\n\n\n\n \u201cConversion = causing a shift in user behavior\u201d<\/p>\n<\/blockquote>\n\n\n\n An example:<\/strong><\/p>\n\n\n\n Customer support got a lot of questions about the confirmation page<\/strong>. Mostly because people weren\u2019t sure whether their booking had been confirmed.<\/p>\n\n\n\n That might sound silly because that\u2019s basically the only thing the confirmation page says. But obviously, it wasn\u2019t reassuring enough for visitors.<\/p>\n\n\n\n So over several A\/B tests, UX copywriters tweaked the copy<\/strong> step by step to reassure people. The result? A huge drop in customer support tickets.<\/p>\n\n\n\n You\u2019ll now see that the page is packed with words related to certainty and confirmation:<\/p>\n\n\n\n Tip<\/strong>: want to get started with UX and conversion optimization on your own website? Let our team of experts finds out where your site is leaking money,<\/a> so we can help you get more leads, more sales and more revenue<\/p>\n\n\n\n Follow Anna Gunning on Twitter: @agunning<\/a><\/p>\n\n\n\n If your answer is yes, then you\u2019ll love Anna Gunning\u2019s tips.<\/p>\n\n\n\n If your answer is no \u2026 Really?<\/p>\n\n\n\n Anna Gunning’s advice: when you get a brief from a client, you should ask yourself 3 questions:<\/p>\n\n\n\n Your information is not complete if you don\u2019t understand:<\/p>\n\n\n\n > You don\u2019t understand the customer<\/strong> It\u2019s your job to tell them otherwise. Focus. Who is your target audience?<\/p>\n\n\n\n Do customer research<\/a>, such as interviews.<\/p>\n\n\n\n Example questions:<\/p>\n\n\n\n If you can\u2019t do interviews, use online resources:<\/p>\n\n\n\n Read the discussions. Find out what issues people are struggling with, what triggers them, what words they use \u2026<\/p>\n\n\n\n When you\u2019ve got all the data you need, bring them together in this table:<\/p>\n\n\n\n Now there\u2019s a blueprint for your copy!<\/p>\n\n\n\n > You don\u2019t understand what you\u2019re selling<\/strong> Ask your client to fill in the gaps in this statement:<\/p>\n\n\n\n Our customers need a better way to \u2026 because \u2026<\/p>\n<\/blockquote>\n\n\n\n Most clients will think of something like this:<\/p>\n\n\n\n Our customers need a better way to learn about what we are selling<\/strong> because we haven\u2019t been generating enough leads<\/strong>.<\/p>\n<\/blockquote>\n\n\n\n Not the most convincing copy.<\/p>\n\n\n\n Help your client fill in the gaps in a customer-oriented way, such as:<\/p>\n\n\n\n Our customers need a better way to design PDFs or e-books<\/strong> because it\u2019s too expensive for them to pay a graphic designer.<\/strong><\/p>\n<\/blockquote>\n\n\n\n When you understand what you\u2019re selling, there\u2019s one more vital question: what are your differentiators?<\/strong><\/p>\n\n\n\n Your client might say: \u201cWe\u2019re customer-oriented and offer a high-quality product.\u201d<\/p>\n\n\n\n But as a copywriter, you should never settle for that kind of input. That could be about any company in any industry.<\/p>\n\n\n\n It\u2019s your job to ask: \u201cSo what?\u201d <\/strong>(Or more politely: “Why?”)<\/p>\n\n\n\n And keep asking why until you get specific input.<\/p>\n\n\n\n Such as: \u201cWe reply to all customer emails within 24 hours\u201d and \u201cEven without any graphical skills, you\u2019ll be able to design a professional-looking e-book within 20 minutes\u201d.<\/p>\n\n\n\n > You don\u2019t understand how to influence the decision-making process<\/strong> Is she aware that:<\/p>\n\n\n\n You have to know what she already knows. And what she needs to know to take the next step.<\/p>\n\n\n\n Check off these things with your client:<\/p>\n\n\n\n If you take care of steps 1 and 2, you should be good.<\/p>\n\n\n\n You\u2019ve done your research. So whenever the client asks you to change something for no apparent reason, you can refer back to the research.<\/p>\n\n\n\n It won\u2019t be your opinion versus your client\u2019s opinion. It will be research data versus your client\u2019s opinion<\/strong>.<\/p>\n\n\n\n Follow Ryan Wallman on Twitter: @dr_draper<\/a><\/p>\n\n\n\n Ryan Wallman is allergic to corporate bullshit<\/strong> and to making things sound a lot more difficult than they are. Or, to quote the ‘bloodhound of bullshit’:<\/p>\n\n\n\n “I’m trying to pay a phone bill, not get to f*cking Mordor.”<\/p>\n\n\n\n In his talk, he shared a few of his favorite examples<\/strong>:<\/p>\n\n\n\n How to write bullshit-free copy:<\/p>\n\n\n\n A few examples to prove that you can write effective copy in simple, short sentences:<\/p>\n\n\n\n <\/p>\n <\/p>\n Follow Anna Johnston on Twitter: @manvellwriting<\/a><\/p>\n\n\n\n Humans are irrational beings. We are all driven by biases<\/strong>. And as copywriters, we can make use of these biases.<\/p>\n\n\n\n Anna Johnston shared her best tips:<\/p>\n\n\n\n We don\u2019t relate to vague, big numbers. We are constantly bombarded with information. If you want to be heard, you have to keep it simple:<\/p>\n\n\n\n Metaphors can be powerful<\/strong>, especially in advertising:<\/p>\n\n\n\n Doug Kessler’s tips for using metaphors the right way in your copywriting:<\/strong><\/p>\n\n\n\n “Don\u2019t make your reader pause without profit.” James Daniel revealed the strategies behind his award-winning hearing-aid campaign in the UK.<\/p>\n\n\n\n When he came on board as the copywriter-strategist, he made 4 huge changes<\/strong> to the direct mail flow:<\/p>\n\n\n\n\n
1. It\u2019s all about nudging<\/h3>\n\n\n\n
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2. Psychological principles only work if people trust you<\/h3>\n\n\n\n
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3. Conversion is more than just clicks<\/h3>\n\n\n\n
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<\/figure>\n\n\n\n4. You can never test too much<\/h3>\n\n\n\n
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They don\u2019t have a style guide<\/strong>, because wording should be based on test results, not on guidelines.<\/li>\n\n\n\n
Ski resort pages don\u2019t get traffic all year, for example.<\/li>\n\n\n\n
If you just fix it, you\u2019ll never know.<\/li>\n<\/ul>\n\n\n\n2. Anna Gunning: how to avoid confusion and wasted time in projects<\/h2>\n\n\n\n
<\/figure>\n\n\n\n\n
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Question 1: Am I sure the information is complete?<\/h3>\n\n\n\n
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You can\u2019t sell to everyone \u2013 even if your clients say you should.<\/p>\n\n\n\n\n
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People aren\u2019t buying a product or a service. They\u2019re buying a solution to their problem.<\/p>\n\n\n\n\n
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Find out what stage of awareness your reader is in.<\/p>\n\n\n\n\n
Question 2: Are the mutual expectations clearly understood?<\/h3>\n\n\n\n
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What are we trying to achieve? More sales leads, brand awareness, website visits, event attendance \u2026?<\/li>\n\n\n\n
Who are we targeting?<\/li>\n\n\n\n
What is the key takeaway? E.g., a product benefit, an offer, an invitation.<\/li>\n\n\n\n
What are we trying to get the target audience to do? Book an appointment, visit a landing page, make a purchase \u2026 And is there a specific deadline for this?<\/li>\n\n\n\n
What is the client expecting to receive? Detail specifics such as sizes and formats, e.g. \u201cYou\u2019ll get the copy in a Word document, A4 size.\u201d
This might sound obvious, but your client will appreciate the clarity. And will get exactly what she expected.<\/li>\n\n\n\n
Ask for detailed information on open rates and click rates of previous campaigns. If previous copy has worked particularly well or not, this is useful information for you.<\/li>\n<\/ul>\n\n\n\nQuestion 3: Have I taken subjectivity out of the review process as much as possible?<\/h3>\n\n\n\n
3. Ryan Wallman: the bloodhound of bullshit<\/h2>\n\n\n\n
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<\/span>\n<\/span>\n4. Anna Johnston: on biases and how to use them in your writing<\/h2>\n\n\n\n
<\/figure>\n\n\n\n1. Keep it vivid<\/h3>\n\n\n\n
But we do get triggered by:<\/p>\n\n\n\n\n
2. Keep it simple<\/h3>\n\n\n\n
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Try the decoy effect: adding an unattractive option to highlight the benefits of the other options<\/li>\n\n\n\n
The more arguments you use, the less powerful they become (the dilution effect)<\/li>\n\n\n\n5. Doug Kessler: the power of metaphors or \u2018the elephant in a nutshell\u2019<\/h2>\n\n\n\n
Follow Doug Kessler on Twitter: @dougkessler<\/a><\/p>\n\n\n\n\n
E.g., atomic bombs were a disruptive technology, but you might not want to compare your business to them.<\/li>\n\n\n\n\n
Martin Amis<\/span><\/em><\/p>\n<\/blockquote>\n\n\n\n6. James Daniel: the secrets of his award-winning direct mail campaign<\/h2>\n\n\n\n
<\/span><\/span>Follow James Daniel on Twitter: @jdcopywriter<\/a><\/p>\n\n\n\n
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