Want your clever copy to convert? Do this.

"From boeshine shoy to nilliomaire", reads an ad in a train I'm taking home from my physiotherapy. It's just that: one line, a cryptic URL, and a QR code. Attention-grabbing? For sure. Action-taking? Not so much. ❌ What is this ad about? We don't know. ❌ Who is it for? Shoeshine boys? I haven't met any in my whole life. A tutoring service for kids who can't spell? Nope. I checked the URL (for research purposes, not that I wanted to, obviously). It's an ad for people who want to switch careers. Unless "millionaire" is a career, who could have guessed? 🤷 ❌ Why should anyone care enough to drop what they are doing - talking to a friend, listening to music, playing Candy Crash, scrolling through Instagram - and scan that QR code instead? The answer to this question will remain a mystery forever. Fun fact: "Cleverty" without clarity rarely pays off. A clever headline or cheeky slogan may grab attention of your visitors. BUT! If you don't immediately follow it up with some clear, relevant, and valuable information that tells them what it is and why they should care, you'll lose their attention within seconds. 👇Some examples 🌐Using a clever tagline on your homepage to peak curiosity? Follow it up with a clear and specific subtagline immediately, or you risk losing 30% of your visitors[*] who won't scroll past your above-the-fold space. [*] - based on my experience auditing underperforming websites with unclear messaging in their homepage banner. You can use one of these formulas: - {What} for {whom} - Branding and web design for creative women entrepreneurs - {What} {with what benefit} - High converting emails that sell your online courses - {Get this benefit} {by doing this} - Earn Quality Links With Every Content Marketing Campaign - {Helping whom} {do what} {with what benefit} - Helping marketers publish research that gets attention 🖥️ Using a pun in a 2-word title of your new online course to make it memorable? Follow it up on your course sales page with the clear info that helps people understand if your sales page is worth their time right away: - What's the main thing people will learn? - Who is it for? - Is it live or self-paced? - When does it take place?, etc. ...and make it all visible above the fold. 💡Final words of wisdom A spark of curiosity is cheap. And it's a good start. But if you want to convert that curiosity into real interest (and $$$), you need to offer your prospects something tangible, something they can imagine and relate to. Because if they can't imagine it, they won't buy it. **On an unrelated note: A new video tip is here** Not all testimonials are created equal. Nor should you dump them all on one page. What makes a powerful testimonial? How to use testimonials effectively? Find out all you need to know about getting the most of your client testimonials [in this video](=.KvFD6MK7kpcVxQl_IwDB_RTfa13looI1HEkE0aWCLhw). And because learning should be fun, my co-stars in this video include: - 🥸 Borat - 😱 a cat screaming in horror - 💸a girl throwing money out of the window Enjoy. [A-B test](=.5ZwcZr3skLZ46fUqY9czBAJQ2_o0X84Hl5ig_Yyjdlc) This would be all from me for the week. Snowing greetings from Germany ❄️⛄ Gill [Website review](=.p-FA4TfBi5RVGSY55wN2tLy3xjqqSLwfe2I70XytaXg) | [Copywriting](=.xw6nvPcgk-4ATAdgklIXkwV022W4RCpmgMqTWalrzZk) | [📙My book](=.ShMOrdY5vHCKpIZb8h1E7b2CUhrpI5meH4I1FBqRRVA) | [🖥️ My course](=.7H41TN3mTMcI6zeKFBpzYYasCi4ANVuWfD3GflIIw_c) P.S. This email may contain typos, and I'm fine with them because cloning humans is, unfortunately, still impossible. Spending more time proofreading my emails would mean I'll have to share fewer tips with you. And sharing more and better tips is more important to me than sharing tips that are grammatically perfect. I hope that's fine with you, too. [Gill Andrews] [gillandrews.com](=.sdU4uTEDp-DhCKtOmjvb6rYh3NPcUW2HW7U9Qci2Rlo) [Share to Facebook](=.ZXOqNT9O8RFzyaXG3m0opA1q7j6ZGB8oZnKV5eS9KKg) [Share to Facebook](=.GHxDJXZblCT3VgN5gVF_pIqJNoTVitsZnvfzpbCB-OU) [Share to Twitter](=.9KDHCBJSY_Uh-RfnIdpXEdkK3uCK7q5qYc1r-2Q9MXU) [Share to Twitter](=.-zm48-U43HAjJbiFenQfrd1Ru6FGngg53JjHYMGQ6cE) [Forward email](=.7A_UYypf_L50YtSW_VBg7Dq2-tSy1HsXcyKqNaywH2A) [Forward email](=.xmref-bhSemBp30kzWPP1Nq9oUuE-1e13-cUC2ymve0) Gill Andrews You received this email because you signed up to my updates. Changed your mind? No problem. Unsubscribe using the link below. [Unsubscribe](=.wxNn_VNVOtygkesl8i3qYnc5ec-F4uqQ1QO_16VQENA)