📝 Use this 4-step writing process to prime customer conversions

------=_Part_53892015_1947462898.1685125095118 Content-Type: multipart/alternative; boundary="----=_Part_53892019_1072043594.1685125095118" ------=_Part_53892019_1072043594.1685125095118 Content-Type: text/plain; charset=UTF-8 Content-Transfer-Encoding: 7bit ============================================================ MarketingProfs Communication Today This month's action item will boost your conversion rates immediately... guaranteed. Or I'll refund the cost of your subscription to this newsletter.* Read this issue on the Web. Just follow this link: ============================================================ You received this newsletter at this address ({EMAIL}) as part of your subscription to MarketingProfs.com, or because you subscribed to our newsletter. To ensure that you continue receiving our emails, please add us to your address book or safe list. Manage your mail preferences: If you prefer to no longer receive MarketingProfs Communication Today, you can always leave this list: Copyright 2000-2023 MarketingProfs LLC. All Rights Reserved. 1985 Riviera Dr, Ste 103-17 | Mount Pleasant, SC 29464 | (866) 557-9625 ------=_Part_53892019_1072043594.1685125095118 Content-Type: text/html; charset=UTF-8 Content-Transfer-Encoding: 7bit A monthly newsletter by Ann Handley on marketing writing & communications. [MarketingProfs Communication Today] May 2023 Hi, friend. This month's action item will boost your conversion rates immediately... guaranteed. Or I'll refund the cost of your subscription to this newsletter.* Here's how to boost your conversation rates by rethinking the language you use to describe your products as well as the action you want your customers and prospects to take. It's a four-step process. Ready? Let's go... Step 1: Inventory the language you use to describe your products, your company, your value. You're looking to find instances where you use abstract, conceptual language instead of concrete, specific benefits. Root them out on your landing pages, yes. But also your product pages, the pages of your conversion funnels, email signups—anywhere where you want a customer or prospect to be able to clearly visualize how you make their lives better. Your goal is make it crystal-clear how your products or services offer them a better future with a brighter, smarter, shinier, more efficient, richer version of themselves. Pull out all those abstract concepts out. Stand them against the wall. They are about to get booted. Step 2: Ditch the abstract. Replace anything that you can't visualize immediately with a concrete and specific benefit. "Get a quote" > "Start saving now" "Ready-to-use sauces" > "Meet your new pantry staple" Step 3. Sell the experience. Show how you'll deliver, not just what. "Great cars at the best prices" > "We treat customers like adults, not like idiots" "New lower price" > "Pay less than you thought you would" Step 4: Replace I or we with you. I or we is about the company; you is about the customer. "Our latest product updates" > "These new product updates will help you sell globally" "New lower price" > "Pay less than you expected 10 minutes ago" Step 5: Count all your dollars! * * * There are other things that go into a strong conversion funnel: Offers. Design. Customer experience. Value. Brand. But using clear, compelling, customer-centric language is a great place to start. Give it a try... and [let me know how it goes](mailto:support@marketingprofs.com?subject=For%20Ann%3A%20Communication%20newsletter%20reply) for you? *Just kidding. This is a free subscription. [Ann Handley] [Ann Handley] Chief Content Officer, MarketingProfs Author, Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content [MarketingProfs | AI for Content Creators]( AI for Content Creators A new online training program on how AI can benefit us content creators. You'll learn to use the robots to create stronger content that's more human, more empathetic, and more beneficial to your career. [Don't miss it ►]( Marketing Communication Resources [Tool] [Got a question? Ask our AI-powered JayBot!]([Tool] [Podcast] [The Three Pillars of Winning Communication—Value, Passion, and Connection]( [Podcast] [Article] [What We've Got Here, Marketers, Is a Failure to Communicate (Marketing's Value)]( [Article] [Research] [8 Tips for Discovering Your Writing Genius]( [Infographic] [Article] [Everybody Writes: Your New and Improved Go To Guide to Creating Ridiculously Good Content]( [Book] The only book on writing you'll need to boost your conversions, create your best content, and delight your customers. A Message From Augie Handley [Augie!] When Augie logs Ann into a webinar. [MarketingProfs] Your Communication Today Team Your team for this issue (in alphabetical order): Megan Cordero, production director; Vahe Habeshian, publications director; Ann Handley, chief content officer; Augie Handley, naps expert. [MarketingProfs]( Copyright © 2000–2023 MarketingProfs, LLC All Rights Reserved This email was sent to {EMAIL} as part of your MarketingProfs subscription. 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