higher conversion rates with clear concise copy

How to Win High Conversion Rates With Clear Concise Copy

Want higher conversion rates on your landing page, space ads or emails?

Imagine this:

You’re driving down a typical road in your hometown.

You come to an intersection.

There’s a sign. It reads:

“Momentarily Reduce Forward Momentum”

You scratch your head, puzzled… and decide to slow down and come to a stop.

Which is a good thing, because just at that moment a big truck whizzes by on the cross street.

But what if in your puzzlement, you just rolled across the intersection?

Not a good thing, right?

It’s why they put up stop signs that say “stop”

White letters on a dark red background.

You know exactly what to do. In fact you don’t even think about it. Your foot just moves from accelerator to brake pedal.

If only sales copy were that simple. And effective.

Point is, for a whole lot of reasons, not all marketing copy is that clear.

It’s easy to write copy that confuses. Much harder to write a clear, concise message.

As Mark Twain (is reputed to have) said:

“I’d have made this letter shorter, but I didn’t have the time.”

Don’t try to be clever

Super bowl ads and other image advertising encourages this.

We naturally want our marketing materials to be “beautiful”.

But what’s more beautiful — a slick-looking ad… or a fatter bankroll? You must decide.

Okay, so what’s the solution?

You can check your copy for clarity with a few free or inexpensive tools. Here are three of my favorites:

  1. CoSchedule Headline Analyzer is especially good for blog post and article titles. It also offers help on how to make your headline stronger.
  2. Readable gives your copy a “readability” score, according to four different indexes.  The “Flesch Reading Ease” score corresponds to elementary through college grade levels. Try to get yours down to a 7.5 or below for maximum clarity — the lower the better.
  3. The Hemingway Editor not only tells you how to simplify your copy, it shows you problem areas to fix. Hemingway was known for the brevity of his writing. He could say more in just a few words than it takes other authors paragraphs, chapters or even whole books to write. For instance, once on a dare from a group of friends out for a drink, he wrote a 6-word novel:

Baby shoes for sale — Never worn

Not all of us can write as clearly and concisely as Hemingway. But the clearer and more concise your copy, the better your chance of it delivering higher conversion rates — and bankable profits — for you.

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About The Author

Mike Connolly

Dan Kennedy Certified Copywriter for Info-Marketers and Infusionsoft Certified Partner, Mike Connolly lives in Boulder, Colorado, builds marketing funnels that rock, and loves cycling (almost) all year round.

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