Welcome back to the clickfunnel miniseries!
If you read What The Heck Is A Clickfunnel?, you’ve got the basics down – pain points have been identified, and you’re ready to massage your content to maximize your conversions.
Your business objective has been identified (lead generation, webinar, etc.) and you’ve brainstormed how to attract, encourage, and convert your viewer from their first click (from email or social media) to their last click (whatever conversion means for you – sale, email opt-in, webinar RSVP, etc.).
First step, so you can understand the length of your copy and how to position your call to actions, is to determine a layout.
Do you have a template in mind?
It’s important to look at your time and money budget, and take into account the opportunity costs.
What amount of time is worth for you to spend your time on this, before you spend some money on other resources?
Sleep on it. Decide. Keep in moving.
Your copy should intertwine your target audience’s pain points and your business objective.
I’m going to use my own experience as an example. I was asked to guest speak on a panel in Los Angeles in 2012, my charismatic presentation catapulted me into several speaking engagements without an identified message.
Fortunately that evening I met my publisher who took my “Find Your Voice” mission and gave it shape, specifically through writing a book. Before the first page was written, a landing page was up to capture emails, and a few months later a click funnel was created for first-run sales.
Writing copy for the clickfunnel was arduous, but it brought a lot of clarity – I understood how my message and methodology was received by my audience.
My click funnel strategy could be summed up to this:
EVENT + SOCIAL MEDIA (1st click = attract + expose)
Before the publishing of Find Your Voice, The focus was to lead them to my website to opt-in. At events I would put my laptop up and ask them to opt-in right there. On social media and online events I would use snippets of educational bits or short stories to get them to click through.
LEADS SHORT STORY (2nd click = visit website + opt in)
Once they were on my website I offered free short stories, and when the first chapter of my book was refined, I offered that in exchange for their email address. I had 6 months to grow my list before launching the book, and my list grew shy of 4,000.
NEWSLETTER (3rd click = learn + trust + invest)
This was the biggest challenge for me. To stay on message and continuously offer my audience content they found useful (nurture these leads). Setting up realistic expectations, and constantly asking my audience about their experience with my tips, was what gave me the most successful conversions – in this case, clicking from newsletter to store and ordering a copy of Find Your Voice.
You don’t need speaking engagements or to have published a book like I did. You need to use your existing audience and engage them through Google Forms, Twitter Polls, or directly email 20-40 people in your contacts to understand how other people perceive your messaging on your landing pages.
Beta testing is invaluable. It will help you anticipate the needs of your target audience. This allows you to nurture each click with your imaging, wording, and call to actions.
To anticipate the needs of your audience for impactful copywriting take these points into consideration.
- What do the haters say? What are the doubts around product or service and how can you crush them without addressing them head on. For example, a lot of my philosophies are based on Cognitive Behavior Therapy (CBT), however I don’t have formal schooling on that. That’s what my doubters point out. I dealt with that by sending first run of my book to over 20 CBT therapists for their feedback and testimonial – it passed with flying colors!
- Keep It Simple Sweetheart – Break. It. Down. What are the very basics someone needs to know about the product or service you are offering? What can people expect from interacting with your product or service? Speak directly to the customer.
Don’t overthink it, remember you can and most likely will tweak your messaging as you gather feedback.
As you revisit your click funnel copy, remember that blogs are places to expand and convert, as are impactful graphics.
Next up in the clickfunnel series we are going to talk about activating your clickfunnel!