copy advertising Archives - ClickFunnels Make Money Using Powerful Sales Funnel Software Tue, 13 Aug 2024 07:20:39 +0000 en-US hourly 1 https://wordpress.org/?v=6.3.5 Learning Sales Funnel Conversion Tactics From 3 Print Ads 2024 https://www.clickfunnels.com/blog/conversion-tactics-sales-funnel/ https://www.clickfunnels.com/blog/conversion-tactics-sales-funnel/#comments Tue, 25 Jan 2022 05:15:23 +0000 https://blog.clickfunnels.com/?p=2299 The post Learning Sales Funnel Conversion Tactics From 3 Print Ads 2024 appeared first on ClickFunnels.

In the modern age of marketing, sometimes an old-school approach can take our digital products to the next level. If you’re fumbling for conversions, consider how you can leverage the sales tactics of classic print ads to give your sales funnel a fresh face and convert more traffic. When it comes to modern marketing, old-school […]

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The post Learning Sales Funnel Conversion Tactics From 3 Print Ads 2024 appeared first on ClickFunnels.

In the modern age of marketing, sometimes an old-school approach can take our digital products to the next level.

If you’re fumbling for conversions, consider how you can leverage the sales tactics of classic print ads to give your sales funnel a fresh face and convert more traffic.

When it comes to modern marketing, old-school is still cool.

Think about it.

The Richest Man in Babylon, Think and Grow Rich, How to Win Friends and Influence People

What do these books have in common beyond being considered three of the most important business and marketing books of all time?

They’re each over 75 years old yet sell thousands of hundreds of thousands of copies per year.

Why?

Because the methods detailed in these books work.

They’ve worked for decades, and they’ll continue to work for marketers hungry for advice years from now.

What does this have to do with your sales funnel today?

Although we live in an age where technology is constantly changing, and algorithms are always evolving, sometimes taking an “old school” approach to marketing is the best route for cracking the code of what makes our users tick.

For example, conversions may very well be the most frustrating aspect of any given sales funnel.

We think that we have the perfect design, killer copy and a deal that slays the competition; however, what are we to do when our traffic seems to bounce in droves?

Back to the drawing board, right?

You’re not alone if you’re facing conversion woes, especially considering how fickle buyers can potentially be.

For example, think about the following conversion optimization stats for a moment:

  • You have less than eight seconds to grab your visitors’ attention via your landing page before they’re more than likely going to bounce.
  • Depending on your traffic, up to 96% of your users aren’t ready to buy upon landing on your page; therefore, you need to warm your leads as much as possible at first glance.
  • A/B testing is arguably the most important component of conversion optimization: using multiple landing pages and approaches to sealing the deal may represent a recipe for success.

If you’re struggling with conversions, perhaps it’s time to take an old school approach and learn a thing or two from the world of print advertising.

Now, you’re probably thinking something along the lines of “Print is dead!

What could I possibly learn from a dying medium?”

Everything.

If you want to understand where the world of advertising is going, you also need to understand where it’s been.

It’s time to step back from the keyboard and consider how beautifully print ads can sum up what piques a person’s interest, drives them emotionally and eventually influences them to buy.

These tactics could become integral to your next funnel. No joke.

So kick back, pretend you’re sitting in an episode of Mad Men and pay close attention.

Personalization and Storytelling

Personalization and storytelling are perhaps the easiest aspects of conversion optimization to overlook, but perhaps arguably represent the most powerful means of marketing your product.

This ad for Scrabble tells a story, an unlikely tactic for advertising a board game; however, this approach is more emotional and memorable versus a typical ad showing a family sitting around a table.

The subtext of the ad is that Scrabble is more than just a game: it’s an opportunity for people to connect and let their personalities shine.

Likewise, you should advertise the products for your funnel in a similar manner.

That is, ask yourself: what’s the story behind your product?

How could it impact or transform someone’s life on an emotional level?

Let’s say you’re selling SEO software.

Sure, the software could result in more leads and save you time, but isn’t that what every other software claims?

What if I told you to have that same software transformed my business and my life?

What if I detailed how that software kept me from losing sleep at night, worrying about whether or not I could pay my bills?

What if I painted the picture of how I spend my summers on the beach in Cozumel instead of slaving away in an office, miserable and exhausted, all because of this killer software?

If you’re still not sold on the business of emotion, consider how emotion impacts buyer behavior: emotional response for a product’s advertising has a greater influence on a consumer versus the content of the ad itself.

Your products and funnels alike should strive to make an emotional impact on your users.

Sure, we’re proud of what we’re selling; however, what matters is the what the products means for your audience on an emotional level.

In short, don’t just be a salesman: tell a story, too.

You don’t have to be a pro writer or a copywriter to create winning copy for your marketing. Check out Funnel Scripts if you’re looking to create effective ad copy for your funnels.

Urgency and Scarcity 

Urgency has long been documented as the psychological “push” which drives users to buy.

By establishing the notion that they’re going to miss potentially out if they don’t act now, users will naturally come through your funnel rather than bounce.

Creating a sense of urgency is easier said than done; however, funnel-hackers have a myriad of options at their fingertips (especially if they’re using ClickFunnels).

On a similar note, scarcity also represents the notion of potential loss on behalf of that user: that is, their precious offer may slip away from them if they don’t buy sooner rather than later.

Scarcity represents the ultimate way to appeal to pensive or fickle buyers and is often coupled with scarcity to seal the deal.

Print ads have taken advantage of both for decades, and why not?

This old-school Wal-Mart ad ticks the traditional boxes of urgency and scarcity to encourage attendance, and then some:

  • The “Grand Opening” headline signals that this is a one-time event: this is a one-time-only event, but thankfully you have six days to attend (urgency).
  • Wal-Mart presents the opening as an event to behold, including free prizes and access to brand-spanking news products and name brands that you can’t get anywhere else (scarcity).
  • The ad also builds trust by offering a money-saving guarantee and presenting itself as an invitation.

Urgency and scarcity can be likewise we applied to just about any funnel, regardless of your product or niche.

Through features such as progress bars and countdown timers, you can easily establish a notion that time is running out.

In short, hammer the point that if your visitors aren’t on board with their product, they’re going to be missing out on something big.

Which the perfect segue for our final and last conversion tactic..

Exclusivity

The beauty of using exclusivity to drive conversions is the fact that you can get incredibly creative.

Case in point, perhaps one of the most infamous advertising campaigns of all-time for Lucky Strike cigarettes in 1917.

The “It’s toasted” tag-line launched the brand into superstar status over the course of a decade, eventually leading the brand to sell 30 billion cigarettes in 1930.

How?

Exclusivity.

Lucky Strike managed to differentiate their cigarettes from the competition by noting that the tobacco for their product was toasted rather than sun-dried, therefore signaling themselves as distinct versus their competitors.

The notion of a “toasted” cigarette was seen as an indicator of high-quality.

With two simple words, Lucky Strike was able to transform their sales and leave a lasting impression on millions of buyers.

Now do you understand why we constantly stress the need for a killer copy for your sales funnels?

The principles of exclusivity can be applied to any product with a bit of creativity.

For example, you could employ the following tactics on your next funnel:

  • Market your product as a “members only” club, open only to insiders who know what they’re doing
  • Note what sets you apart from the competition, such as price point or features
  • Explain how your product represents something fresh and cutting edge versus the boring, old-hat products of the past.

Exclusivity is the ultimate way to set your product apart from your neighbors and can easily be combined with each of the conversion above tactics to take your funnel to the next level.

Which Conversion Tactics do You Find Most Effective?

To recap, the best possibly funnel combines the following four conversion tactics which can easily be stacked on top of each other:

  • Personalization and storytelling to strike an emotional chord with visitors and to see your funnel as something more than a sales pitch (think: video sales letters are perfect for this).
  • Urgency to light a fire under your visitors and scarcity to push them to act in a time-sensitive manner (using features in ClickFunnels, for example).
  • Exclusivity to highlight the positive qualities of your product and how it ultimately stands tall above the competition (which can be outlined in your sales copy).

When in doubt, consider an old-school approach to optimizing your next funnel.

These tactics are tried and tested, representing cornerstones of marketing that still incentivize today’s digital natives.

Which conversion tactics do you find most effective for today’s users?

Any examples from old-school ads that ring a bell?

ClickFunnels Action Steps

Earlier, I discussed how adding a sense of urgency and scarcity is a top conversion tactic. Here’s how you can do it with ClickFunnels.

Add a Timer

Step 1: Log in to ClickFunnels

Step 2: Head on to the funnel where the landing page is

Step 3: Open the editor by clicking the Edit Page

Step 4: Hover over to any area you want to place the timer in until you see a “+” button

Step 5: Select the number of rows. Afterwards, click Add New Element.

Step 6: Scroll down the menu to choose the Timer Evergreen element. Now, you’re ready to edit the timer.

Step 7: Hover over the timer area and click for the settings menu to appear. From here, you can set the details. Save when you are done

Try ClickFunnels FREE Today!

Add a Call-to-Action (CTA) Button

Emphasise your CTA further by adding a button. Here’s how:

Step 1: Log in to ClickFunnels

Step 2: Head on to the funnel where the landing page is

Step 3: Open the editor by clicking the Edit Page button

Step 4: Hover over to any area you want to place the timer in until you see a “+” button

Step 5: Select the number of rows. Afterwards, click the Add New Element button.

Step 6: Scroll down the menu to choose the Button element.

Step 7: Hover over the button area and click for the settings menu to appear. From here, you can set the details from colour, button URL, button text, etc.

Try ClickFunnels FREE Today!

Thanks for reading Learning Sales Funnel Conversion Tactics From 3 Print Ads 2024 which appeared first on ClickFunnels.

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How To Craft a Compelling Headline Without Being Sleazy https://www.clickfunnels.com/blog/craft-compelling-headline/ https://www.clickfunnels.com/blog/craft-compelling-headline/#comments Tue, 04 Oct 2016 02:25:29 +0000 https://blog.clickfunnels.com/?p=2484 The post How To Craft a Compelling Headline Without Being Sleazy appeared first on ClickFunnels.

Landing pages, email newsletters, Facebook ads, blog articles. What do they all have in common? They often rely on the craft of a compelling headline. And really, this craft is as old as marketing itself, with roots set deep in the history of the journalistic news headline. While there are tiny differences between the types […]

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The post How To Craft a Compelling Headline Without Being Sleazy appeared first on ClickFunnels.

Landing pages, email newsletters, Facebook ads, blog articles.

What do they all have in common?

They often rely on the craft of a compelling headline.

And really, this craft is as old as marketing itself, with roots set deep in the history of the journalistic news headline.

While there are tiny differences between the types of headlines used between all of these, many of the expectations, remain the same.

And that means we can learn a thing or two from them when crafting our own award-winning headlines.

Even more true for our purposes, a good headline means a better conversion.

And I like the sound of that!

Yet, one common concern among funnel builders is that their headlines sound… well, like a product pitch.

In some cases, they can even sound downright sleazy and salesy.

How do the pros avoid this problem when they write the amazing headlines you see all over the web?

How can we harness the same power for creating a truly compelling headline for our audience?

Even in the 21st Century, a few principles have remained the same for ages.

And rather than leave you guessing, we’re going to plunge in and explore several of them.

Go Beyond the Rulebook

If you’ve read other how-to’s on creating compelling headlines, you may have noticed one thing they have in common.

Many of them try to boil it all down to a few key rules.

And this creates a huge issue when trying to write headlines that don’t feel salesy.

You see, in today’s world, consumers are savvier than ever before

If all you’re using is a formula for your headlines… your audience is likely to see right through it and feel like they’re being sold.

Instead, as you use this guide, don’t think of all of these rules as must-follow.

Instead, recognize that sometimes the rules have to give when making an awesome headline.

A better the idea is to use them more as strategies or principles that make sense in context.

This way, your copy won’t stick out like a sore thumb because it tries to hit all the boxes on a checklist.

Protip: Pull out your AB testing strategies here to create multiple headlines for your campaigns. This way, you can identify which principals you’re using for each and which ones get you to a better headline for that campaign.

Stay Relevant and On-Point

As we’ve seen in the past, you have a very limited amount of time to draw your audience in.

In many cases, we’re talking mere seconds to impress your leads and keep them looking.

With that fact in mind, you’ll want headlines that get to the point quickly and instantaneously.

Wandering away from the message or including information that isn’t applicable to your audience is a surefire way to get them to move on.

A great example comes from tech heavyweight Apple Computers.

Their site often uses headlines to the brand’s advantage.

Take this one for example.

In 3 words, it hits a feature, a benefit, and a feeling. Perfectly on point in each one.

Protip: Consider what type of information your audience is looking for and expects when crafting your headline for the most relevance for them.

Stress Your Authority and Expert Connection

Let’s turn to an example from the popular Kissmetrics website.

While this headline is a tad long, it balances that length with a substantial message.

By highlighting that they’re offering the most powerful analytics tool on the market, their headline lets you know that they aren’t just another brand.

To add to that message, they also ground it with points that further solidify their expert connection.

For an audience looking to meet these goals, the headline is a substantive call to join a professional brand dedicated to being a dominate force in their niche.

Protip: Especially when there are bigger players in your industry, you can be left feeling like maybe someone else is the authority. But by always being confident that your brand is designed to provide a solution for your customers expertly, your headlines will benefit.

Master the Art of Urgency

Quick, let’s boost your brand and get results! Our example from trendy storage service Dropbox takes urgency and demand and does it just right.

And as you’ve probably guessed by now, the urgency is a pillar of marketing and sales.

When we bring it into our headlines, it increases the chances that your audience will be pushed through the next steps in our funnel.

But to avoid sounding sleazy, don’t overdo urgency in your headlines.

Give it a light, straightforward touch, and you’re probably good to go.

Dropbox’s headline works because it references specific needs and desires of its audience.

Protip: Really, the urgency is about pointing out a problem your lead has and offering a solution all at the same time. To best accomplish this goal with your headlines, create a checklist of issues your audience has that your brand is uniquely able to solve for them.

Make it About Action

On that note, another key way to avoid sleazy headlines is to give off a general feeling of action.

In line with this strategy, we’ve seen how customers report desiring experiences over products.

The takeaway is that they don’t just want to buy another item or service.

Instead, they want to feel like they’re doing something and enjoying an authentic story.

Our example for this one comes from none other than legendary marketing titan Coca-Cola.

Throughout its long history, this brand has been a real force in the marketing world, and our headline example is no different.

By inviting people to come on a journey, the brand asks them to feel like they’re taking action.

They also get a real experience that they’re sure to enjoy.

This is the right way to create an authentic sounding headline.

Protip: For a bonus strategy, you’ll notice that our Coca-Cola example also uses a prevalent tactic called alliteration. By starting each word with a “J,” the headline is easier to remember and has a nice ring to it.

Keep it Simple, Simple, and Simple

Our next example comes from McDonald’s, known for its recent rebranding strategy.

Although there’s nothing wrong with marketers getting clever, too often, it can also hurt their conversion rates.

And it’s not hard to understand why… many times what might impress a marketing team won’t necessarily translate to their audience.

For example, if we were marketing toys to 3rd graders, a witty turn of phrase might be completely lost on them.

Instead, staying simple almost always makes sense.

And you can see that shown off here in our example. McDonald’s wants the message to hit as much of their potential social media audience as possible.

That means appealing to young and old alike. Keeping it basic also has the benefit of not sounding gimmicky or try-hard the way salesy headlines often sound.

Protip: Our McDonald’s headline is very stripped down, and this level of minimalism might not always work for your headline. But it features just how simple you can make a headline and still get results.

Avoid Gimmicks and Focus on Value

When your leads scan your headlines, they shouldn’t feel like they’re talking to a telemarketer.

After all the hard work you’ve put into your brand and sales funnel, you want them to experience how your brand is a genuine industry leader.

Taking our next example from McDonald’s as well, you can see where they’ve gone with a stripped down message again.

But the real message here is that more choices, for their audience, equals more value.

Instead of worrying about creating a headline that tries to find some manipulative angle or advantage over their readers, the brand opts for an already existing strength.

Headlining those strengths is an excellent way to write converting headlines.

Protip: For some extra tips on branding strengthen, give our article on secret client jobs a read for more.

Build a Connection of Ideas

Along with our other tips, there’s one final important way that pros create compelling headlines.

And that way is through metaphor and connecting the dots.

The reason that this method escapes the salesy or sleazy angle is that it takes time and effort.

Instead of being obvious and writing “BUY, BUY, BUY!” a message like the one here from BMW shows an expert hand.

For customers, this extra time and effort mean that someone took the time to think about their reaction.

Now, you still want to be careful not to get too clever and risk them missing out on the meaning.

But a quick turn of phrase or an interesting connection in your headlines shows that your brand isn’t only about the sale.

Protip: This step is probably one of the hardest to master, even for professionals. Really, the best advice here is for you to think outside the box and to focus on your creative toolset. Our article on big ideas is a great place to start.

As a funnel builder, I can’t get enough of skillfully crafted headlines.

What are some of the very best examples you’ve seen out there recently?

Thanks for reading How To Craft a Compelling Headline Without Being Sleazy which appeared first on ClickFunnels.

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