A sales funnel is a marketing term that describes turning leads into customers. The goal of a sales funnel is to increase the likelihood of conversion.
There are many problems that can lead to low conversion rates. One of them is that the content is irrelevant to the customer’s interest. Another problem might be the lack of clarity on your offer or how you can help your customers solve their problems.
It is crucial to optimize your sales funnel, and this blog will explain why and how you can do it successfully. So, read on.
Words Are Power And Content Is King
It’s not uncommon for a business to have many different sales funnels. Some are designed to generate leads, some to nurture leads, and others to convert leads into customers. But it’s important to understand that every business that markets online does at least one sales funnel.
Although this is a great start for businesses, not all businesses get good results from their sales funnels. In fact, most aren’t getting anything out of it at all. As a result, businesses tend to think that sales funnels are useless and don’t work.
The problem, though, is that most businesses don’t optimize their funnels. And a lot of them fail to optimize them for copywriting as well. They might have a great funnel, but if it’s not optimized for copywriting, then it will never convert as well as it could.
Think of sales funnels as an onion with many layers and your content as the outermost layer. It’s the most important part of the funnel, and will give you the most success.
Your content is what gets your target audience’s attention and will determine whether they will take the next step of the funnel. In fact, throughout the funnel, your copy or content will determine whether or not your leads convert.
When your copywriting is on point and addresses your customers’ needs, you are sure to make them curious and interested. The result will be a clear decision to move forward, a higher conversion rate, and more leads.
Copywriting Tips To Optimize Your Funnels
Copywriting is key to optimizing your sales funnel. If you have a leaky sales funnel, it’s time to plug those holes with copywriting! Here are five ways to do it:
1. Write a Compelling Headline
Your headline is the first thing potential customers will see when they land on your sales page or funnel. They’ll likely move on to something else if it’s not compelling.
Have you ever met someone for the first time and said something so wrong that the would-have-been new friend smiles, gives some excuse, and walks away? Well, that’s how your headline goes.
The headline on your page is one of the focal points on which your visitors focus their attention. If your headline is strong, it will give them an additional boost and compel them to continue reading. But if it’s weak, they’ll lose interest. Additionally, a strong headline helps you convey your message clearly and tell your story as it brings all other elements together.
Spend some time crafting headlines that accurately reflect what you are offering and that will grab attention and make people want to keep reading. You want to make sure it’s clear, attention-grabbing, and relevant to what you’re selling. Don’t forget to make it interesting and make use of strong keywords.
2. Use Power Words
Power words are persuasive, emotional words that can trigger the desire to buy in potential customers. Some examples of power words include: free, new, save, love, and results. They are evocative and subconsciously motivate readers to take action. Adding words like “amazing”, “remarkable”, and “jaw-dropping” to your copywriting can make it stand out.
But beware of basic words that can be confused with power words. It’s common to see words like “huge”, “top,” “best”, and “great” very often in marketing content. But power words tend to be much more descriptive and emotionally evocative in nature than basic words.
It is far more likely to capture your audience’s attention and spark curiosity when you use powerful words rather than more “basic” and overused phrases.
Think of power words as pick-up lines. If used correctly, you have a chance to capture your audience’s attention and keep them interested. They can take your dull copy and overused words and turn them into something impressive. Furthermore, they help you engage your audience emotionally.
There is one word we’d like to share with you that dominates and stands out more than the rest regarding content. And that word is “YOU.”
“You” is one of the most powerful words in copywriting because it helps readers feel like they are being addressed directly, which makes them feel more comfortable and confident about their purchase. You’ve seen us use it. In fact, we’ve used it numerous times in this blog post, and YOU are still here, reading! Get the picture?
3. Create a Sense of Urgency or Use Scarcity Tactics
Urgency creates a sense of importance and “nowness” that can prompt people to take action. Scarcity creates value over something that is perceived to be in short supply. The psychological principle behind this is that we tend to want what’s in high demand and hard to get.
Some things are valued because they are useful, beautiful, or powerful. And others are valued simply because they are scarce or in demand.
Urgency and scarcity are both powerful motivators, so use them wisely in your copywriting. If you notice, both evoke the emotions of the audience that trigger a favorable response.
People nowadays have a FOMO (fear of missing out) mentality. Creating a sense that people are about to lose or miss out on an opportunity — which triggers that FOMO feeling — can be an extremely powerful tool in driving sales and conversions.
The longer someone ponders whether to buy a product or service, the more likely they’ll talk themselves out of it. This is where urgency and scarcity come in handy.
You can create urgency by using time-sensitive language such as limited time offer, expires soon, 24 hours only. You can also create a sense of urgency by offering bonuses for taking action quickly. When you tell your audience that you have a limited number of products or services available, they will be more motivated to purchase.
Words and phrases associated with urgency and scarcity include:
- Limited time
- Last time
- today only
- Act now
- Once in a lifetime
- One day only
- Never again
- Last chance
4. Tell a Story
People love stories. One thing stories do very well is create emotion. Humans are more likely to take action, remember, and connect when they are emotional.
Our species wouldn’t survive without stories. Not pulling your leg here. There are actually studies that prove this (and yes, you can google it). We, humans, are hardwired to create narratives to make sense of the world around us.
The kind of descriptive language used in stories causes the human brain to react physiologically in a complex way. Storytelling engages more than just our language-processing regions—they also involve our auditory, olfactory, visual, sensory and motor areas.
Simply put, we FEEL stories. The right words can create immersive experiences rather than just paint pictures. Hearing a story stimulates our brain to empathize, remember, and make decisions. Thus, it is neurologically impossible not to be swayed by the persuasive power of a good story.
Telling a story about your product or service can help potential customers connect with you and your brand. When telling your story, make sure to focus on the benefits of what you’re selling and how it will improve the lives of your customers.
Tell your customer how their lives will be different after buying it, so they can see themselves actually using it and benefiting from it! Also, show how your product or service differs from your competitor’s products or services through its unique advantages and features.
5. Appeal to Emotions
When people are making a purchase, they’re often driven by emotions more than logic. Every marketer knows that emotions are at the heart of every sale. Every purchase decision is influenced by the emotional state of the customer.
Neuroscience studies have repeatedly shown that 95% of our buying decisions are unconsciously made. Although information helps to change that emotional state, emotion is what matters.
There’s a reason legendary copywriter Joseph Sugarman has echoed the late great sales trainer Zig Ziglar countless times by saying, “You sell on emotion, but you justify a purchase with logic.” Never underestimate the importance and power of emotions in selling—feelings are the fuel that drives people to buy.
Appeal to the emotions of your prospects by writing copy that speaks to how they’re feeling and what they’re trying to accomplish. Think about how your product or service will solve their problems, and then focus on how your solution can improve their lives. More importantly, make them feel like no one knows better what they’re going through than you.
BONUS: CTA’s and A/B Testing!
The only way to know for sure what works best with your audience is to test different copywriting strategies and tactics. Try out different headlines, calls to action, and emotional appeals to see what gets the best results with your particular audience. Continuously test and measure your results so you can optimize your sales funnel for maximum conversion rates.
And don’t forget to use calls to action (CTA’s) throughout your copy to make it easy for people to take the next step. Make your CTA’s clear, enticing, and easy to navigate. Don’t make it hard for your potential clients to do what you want them to do!
A sales funnel is like a car. It can only go so fast, and if it’s not tuned up, it will eventually break down. Cars need to be maintained with oil changes and engine repairs, or they will stop running.
A sales funnel needs to be optimized to make sure that it is running smoothly. The first and most crucial step to optimize your sales funnel is to write better copy. You can have the best-looking sales funnel in the world, but without good copy, it will still suck and fail.
An effective and compelling copy accelerates your casual funnel visitors’ conversion into paying customers. If you’re getting lots of traffic, but not many sales, then you need to rev up your funnel’s copy.
In this post, we’ve shared with you how to write compelling copy that increases conversions and produces more sales. You’ve learned some of the best copywriting practices and how to incorporate them into your sales funnel. Implement these copywriting best practices today and watch your sales conversion rates increase.
We know that making a successful sales funnel can be challenging for most business owners, coaches, and entrepreneurs (not to mention time-consuming). Without a good understanding of how a sales funnel works and what makes one great, it’ll be nothing more than a fool’s errand. So, it’s best to leave it to the experts. If you need help with sales funnel optimization or copywriting, then book a call with us and we will gladly help you!