Saturday, October 24, 2020

Copywriting for Websites: 3 Transforming Secrets that Convert your Product Blog Readers into Buyers

Do you know how to convert your product blog audience into followers that buy your offer? Learn that in this Copywriting for Websites: 3 Transforming Secrets that Convert your Product Blog Readers into Buyers.

Copywriting for Websites

                          ~ o ~

It's Monday morning and I'm a little bit afraid about tonight's shift in my WFH (work from home). 

Just so you know, I passed a difficult interview to be the "Subject Matter Expert" in our industry. I never thought that I'll go right through the job without some briefings and training. 

That's why I'm nervous. 😅

Update: It went well though for a week now. Occasionally,  I made some mistakes being in the new job (without training) but I became more understanding of myself. 

Others, like my boss, would make a bad impression about my stupidity but it's okay, he's not that helpful anyway. Lol!

Honestly, it feels like being into it all alone. I am learning the steps by asking my colleagues who's into it longer. 

Even so, I believe that I can get used to it and I will be able to do my job properly moving onwards. 

Enough with the update. 😊

I'm so excited to start our series on the three Secrets I found in reading The Copywriter's Handbook: A Step-by-step Guide to Writing Copy that Sells by Robert Bly

Please note that there are affiliate links in this post for products I recommend. This means, at no cost to you, I may get a commission if you make a purchase through one of them. As an Amazon Associate, I earn from qualifying purchases. Read my full disclosure here.

Yes, I am into reading a lot of books about Copy Writing because I want to learn how we can apply copywriting to our blog contents. 

If you are new here, I'd like you to know that you are reading a series about my project: How to Write a Blog Post that Sells Any Products Online.

This is a project that tells about techniques and recommendations that we can use to boost conversion and make money through our content. 

You can read more about that in our Introduction

As a disclaimer, I'd like you to know that I am learning, too. 

I am NOT an expert or authority.

I am a student, too in the field of web copywriting. 

I have no results to show you yet. 

Hence, this project is here as our guide to test the principles I find in books and online. 

It's more about documenting the process. 

As you read the series, be open to new ideas. Think as if you are learning as you go. Then, apply the new principles to your next blog post and document the result. 

By doing so, you will discover which one will work best for your audience and your blog. 

Let's proceed with our first part of the series...

3 Secrets Copywriting for Websites that Sells and How we can use them in our Blogs? 

 1. Write about the Benefits not Feature

Most often, we can read blogs, articles, advertisements, and reviews online, telling us more about product or services' features more than the benefits. 

What is a Feature?  

"Product features are characteristics of your product that describe its appearance, components, and capabilities. A product feature is a slice of business functionality that has a corresponding benefit or set of benefits for that product's end-user." (Source)

What is a Benefit? 

Simply put, it is what the product does for us. This is what we gain as a result of the features. It's the reason why we should buy a certain product. 

Say, for example, a toothpaste added salt as their main featured ingredients. 

The benefits of adding salt are: it flushes out the bacteria and virus in our mouth as we use and rinse, it removes the mucus build-up in our respiratory tract and nasal cavity once we gurgle and it reduces the inflammation and relieves the pain in the throat.

In this instance, we have to focus our writings on the benefits of salt rather than just the features. We have to make the readers understand what salt can do for them and have them identify with the problems it is being solved. 

The next time that you start writing, try to list down the features and its corresponding benefits first and base your blog post more on these. 

Remember, our readers do not buy products and services because of the features. They buy because of the benefits they can gain from it. 

Get your FREE PDF here

2. Show the Readers why She Needs the Product

We need to give them a reason to buy. We must convince them that they have a need that our product or services can satisfy. 

Hannah has this in one of the product reviews on her blog Pages Places and Plates:

"How green is your lifestyle? Making green choices in your life can do more than help you to do your part for the environment. If you make greener changes to your life it could help you to have a happier life too. You could save money, giving you more to save or to spend on things that you enjoy, and you could make your life healthier at the same time. You might already make some eco-friendly choices in your life, but there are always options to do more and make your life even greener. Transform the way that you live with some green lifestyle changes"

She'd explained very well the importance of having a green lifestyle and the benefits of having so. 

We can see here below that she also explained why people who want to live a green lifestyle needs to switch to LED bulbs for the purpose of saving. 

"When people want to live a green lifestyle, they often start by trying to save energy around their home. It’s a fairly easy way to make a change, especially as there are some small changes that you can make, which have long-term effects. For example, switching your light bulbs to LED bulbs will help you to save energy. You’ll also find that the bulbs will last longer than traditional ones. If you’re due to replace any appliances in your home or add any new ones, you can take a look at their energy rating to make sure you get something that will use less energy."

We can make Hannah's example for our next product or service blog post. 

We must show our readers that they need the product we are reviewing or the service we are offering because they will gain the benefits they desire from it. 

Sometimes, the need for a certain product is obvious but most often, it's not. It's your job to identify the needs for buying the product and make it clear in your blog post. 

Once we help them identify with the need they will opt to consider the solution which will eventually lead them to buy your offer. 

3. Get to know the Customer. 

This means being specific on WHO we are targeting in our blog post. 

Writing for one ideal reader makes your web copy more vivid, more engaging, and more persuasive.

I am currently reading Scientific Advertising Claude Hopkins and I quote this from that book, 

"Don't think that those millions will read your ads to find out if your product interests. They will decide at a glance - by your headline or your pictures. Address the people you seek, and them only." 

From this statement, I've learned how important it is to target the right audience, the audience who would buy your product. 

Below, I have some tips on how you can get to know your right audience even better. I would also write a different blog post under our series about the audience. 

For now, I have here something that you must consider it's to...

Make sure to target those audiences that have an ABUNDANCE mindset under your niche. 

I have never thought this before until it was pinpointed by Derek Halpern on one of his PDF giveaways. 

He explained, 

"When you attract people with a scarcity mindset — people who are focused on LESS — you get exactly that: people who won’t spend money, people who want to conserve as opposed to acquire, and people who will never take action unless you’re appealing to their penny-pinching mindsets. 

On the surface, there’s nothing wrong with these people. We can all use a little thriftiness in our lives, but you should not base your business — a business that requires people to buy things — on customers like this. You’ll find that people will never pay your rates, they’ll haggle with you, and it will be a race to rock bottom prices, which makes business TOUGH." - Derek Halpern

For years, I was blogging before reaching economical and frugal people like me. I always write about how we can save. 

In fact, my early product blogs here was about how to find cheaper products. 

Although there's no problem writing about these, however, since these people are economical and frugal and some have a scarcity mindset, it would be harder for us to sell our products to them. 

"People with a scarcity mindset focus on giving as little as possible to conserve. People with an abundance mindset focus on giving as much as possible because they know more will come back to them." - Derek Halpern

To attract these readers, it's best to change your mindset also to have an abundance mindset. 

"The law of attraction states that "like attracts like." This means that people with a low frequency -- people who are insecure and self-abandoning -- attract each other, while people with a high frequency -- people who love and value themselves -- also attract each other" (Source)

Further Reading:

Discover the 7 Key Traits of an 'Abundance Mindset'

Now that you know that you must tailor your blog post to the people with an abundant mindset, your next question would be...

How to get to Know your Target Audience and Write for Them? 

And here are my tips...

  • Think like a customer when you write your product blog.
  • Always observe the customer of your physical product when you visit Grocery stores or Department stores. For information products, observe your competitor blogs and their audiences. Check your target audience's social media and pay attention to the kind of information products or courses that they would spend their money with.
  • Identify your audience then identify which product benefits they are interested in.
  • Reach them through intellectual, emotional, and personal needs by understanding their beliefs, desires, and feelings.
  • Before writing your product blog, write and review the reasons why your audience might want to buy your product.
  • Always start with your prospect, not the product.
  • Empathize with your audience. Try to understand their needs, moods, personalities, and prejudices.


So, how are these 3-secrets to copywriting for websites that sell products applicable to your blog content?

The next time you prepare your blog post, I want you to do these three things:
  1. Write down the features of your product and its benefits. Just download my FREE e-book and printables for your template. 
  2. Write a short paragraph or cite a story identifying the need for the products and why your audience would take action (immediately) to buy your product. 
  3. Get to know your audience. The deeper you know them, the better you can address their needs and problems. 
Over to you...

Let me know your thoughts in the comments. 

And please do me a favor...

Share this blog post with those who would like to learn how to write a web copy that sells if you think they might benefit from this documentary series, too.

Until next... 

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