Lecture on Conversion Copywriting
Introduction
- Conversion Copywriting: A complex process not typically suited for straightforward tutorials.
- Aim: Clarify what conversion copywriting is and how it differs from other copywriting forms.
- Updating Conversion Copywriting 101 course.
Conversion Copywriting Process
- Research and Discovery
- Large initial phase involves extensive research and discovery.
- Outcome: Synthesis leading to a strategy.
- Writing, Wireframing, and Editing
- Writing must be clear; use wireframes if necessary.
- Editing involves refining and improving.
- Validation and Experimentation
- Includes testing for clarity and preference testing.
- Utilizing tools like Usability Hub.
- Importance of split testing.
Components Feeding Conversion Copywriting
- UX and Interaction Design: Understand human factors.
- Voice of Customer (VOC) Research
- SEO and Direct Response: Essential for strong copy.
- Historical Learning: Study old-school copywriting techniques.
- Creative and Messaging Development: Includes message mining and creative advertising.
- Value Propositions and Copy Formulas
- Conversion Rate Optimization: Data analysis and audits.
- Persuasion and Human Decision-Making: Resources like deepdive.com.
Outputs of Conversion Copywriting
- Crafting Hypotheses: Grounding in the science of copywriting.
- Personalization and Segmentation: Understand and apply in copy.
- Validation and Iteration: Ensure proper implementation and measure results.
Conclusion and Next Steps
- Conversion copywriting is a multi-faceted discipline.
- Start with the process, then delve into components.
- Focus on continuous learning and improvement.
- Suggested resource: deepdive.com for academic insights.
- Anticipate challenges but embrace them for growth.
Closing Remarks
- Encouragement to tackle conversion copywriting challenges.
- Information about upcoming sessions and cancellations.
- Final remarks and acknowledgments.
These notes provide a structured overview of key points from today's lecture, focusing on understanding and improving conversion copywriting skills.