#43: Lawrence Elliot - Content That Creates Clients
Lawrence Elliot joins to discuss conversion copywriting. Conversion Copywriting Creating In-Depth, PILLAR Content that can be written in a way that both informs and persuades. The best copywriters pass what Lawrence calls the ‘barstool test’; in order to
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Show Notes
Lawrence Elliot joins to discuss conversion copywriting.
Conversion Copywriting
Creating In-Depth, PILLAR Content that can be written in a way that both informs and persuades.
The best copywriters pass what Lawrence calls the ‘barstool test’; in order to put the reader at ease, imagine as if you were sitting in a restaurant with the reader. By writing in a conversational tone, you invite the reader in and avoid confusing them with complicated industry jargon.
To build this perfect storm of growth, you’ll need an irresistible offer, understanding of sales psychology that drives your ideal customers, and the writing chops to weave a story that engages that audience into making a direct response.
By following three steps, companies are able to employ content as a method of lead generation.
- Providing valuable information
- Positioning product/service as an industry leader
- Drive engagement, (email opt-in, call to action)
Headlines need a solid hook and a solid graphic because people see the image first then read headline. If you don’t position your business along the way, a call to action won’t hit home. By utilizing a CHALLENGE/SOLUTION framework, companies can structure their content efficiently.