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Engage Your Readers with Emotional Triggers in Content

A content writer has to use emotional triggers to gain attention, stoke interest, and push for action. This starts with knowing who your reader is. Once you have established a reader persona, a hypothetical individual to target your writing toward (specific to your audience), it’s time to put your trigger-fingers to work.

Here’s how you can execute content planning in a way that appeals to the emotions of your readers by stimulating specific feelings that lead to actions and generate conversions.

Attention Heatmap

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10 Fast Ways to Boost Your E-Commerce Conversion Rates

It's a no-brainer: if you're not making sales, you're not doing your job.

Alec Baldwin said it best in Glengarry Glen Ross: "Always Be Closing".

The Internet has made it easier than ever for entrepreneurs to launch companies from anywhere in the world. But, that doesn't mean it's any easier to actually be successful.

In fact, because it's so easy to get started, there's more competition than ever before.

Because of this, you need to do everything you can to attract and retain customers. If you're running an e-commerce business, it all starts with your website. In this post, we'll look at 10 fast ways to boost your e-commerce conversion rates. Let's get started...

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9 Techniques for Writing Headlines that Convert - Part 5 of 9

This is part 5 of 9 in our series: 9 Proven Techniques for Writing Headlines that Convert.

Over the past few weeks, we explored several tips on how to write headlines that work. Of course, by "work", we ultimately mean convert. A short headline that doesn't sell isn't worthwhile; a pithy headline that does more with less (outperforming all others) is the goal.

By now, you probably have several headlines ready to test. That's great! But, there's a sanity check that can save you a lot of heartache (and expense) from testing the wrong headline.

What's the secret? Ask the following questions:

  1. Would you say the headline to live person? In a coffee shop? In a client meeting?
  2. Are you assuming people have domain knowledge about the subject when, in reality, they may not?
  3. Will people easily understand your offering and how it benefits them? Can this be conveyed in less than a second?

If there is even a slight hesitation in answering any of these questions, you must re-write your headline.

This test helps you avoid cute and clever headlines that are otherwise meaningless. Below are some examples (sadly, not everyone gets it right):

  • "We Help You In 100 Different Ways Every Day" (Toyota)
  • "Travel Should Take You Places" (Hilton Hotels)
  • "Look Again" (Holiday Inn)
  • "Live Your Life" (American Eagle)
  • "You Got People" (H&R Block)

These type of headlines are often used by big brands and written by brand marketers in a board room rather than direct response marketers. The brand marketers do this in the name of "creativity" and "originality". But, it comes at the expense of missing your target audience completely.

A headline must match your prospects' world-view - if it doesn't, you fail before even getting started.

Here's what Rosser Reeves, one of the direct response marketing legends, says about creativity:

"If it doesn’t sell, it isn’t creative. Do you want fine writing? Do you want a masterpiece? Or, do you want to see the god-damned sales curve to move up?"

The surest way to make the sales curve move up is to use tried-and-true principles.

Here's what Mozart himself said about originality:

"I never made the slightest effort to compose anything original."

The best copywriters convey an "I am talking to you one-on-one" tone in their writing. They understand that, to persuade a thousand people, the copy needs to touch each person on a personal level. If you write to the masses, you invariably produce weaker copy. And, it'll hurt sales, too.

So, it's time to vet those headlines in the wild. Talk to your friends and family or, better yet, people in your target market. For a few dollars, you can even start split testing headlines via Google AdWords to see which ones perform best.

Let us know what you find in the comments below - the results may shock you.


This post is by Jasper Kuria at the Conversion Wizards. Got a question? Please write a comment below or email (we are also knowledgeable on the following subjects: Web Analytics, Tagging, PPC, SEM, Email Marketing.

And, stay tuned for the next posts in this series on crafting powerful headlines. You won't want to miss it.

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9 Techniques for Writing Headlines that Convert - Part 4 of 9

This is part 4 of 9 in our series: 9 Proven Techniques for Writing Headlines that Convert.

This is a technique adopted from the book Steal Like An Artist: 10 Things Nobody Told You About Being Creative. If you haven't seen this book, it's a must read.

The idea is that, when you look around, great headlines are everywhere. In many cases, it's best to draw inspiration from what already exists and adapt it to fit your needs. The cost is lower (you don't have to spend 8 hours thinking of headlines) and you get something that's already been tested in the market.

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How to Tie ROI to Marketing With Mouseflow

In the past, companies would run ads in newspapers and on billboards while trying to measure revenue via phone calls and mentions. With digital marketing, we no longer have to guess or assume because we have real information and data points to know what works.

By collecting information with tools like Mouseflow, you can grow and scale your revenue without having to guess or make assumptions. This makes it easier to be successful whether you're a newcomer or an industry veteran to online marketing.

So, let's talk about a few ways to do this through Affiliate/Influencer Marketing and Pay-Per-Click (PPC) Advertising.

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9 Techniques for Writing Headlines that Convert - Part 3 of 9

This is part 3 of 9 in our series: 9 Proven Techniques for Writing Headlines that Convert.

This is a technique popularized by Dan Kennedy. The rationale behind it is that people buy things for a few reasons but are always persuaded by "hidden benefits".

In most headlines, articulating a hidden benefit can lead to a higher conversion rate because everyone else in the market states the obvious - you will be unique.

This allows you to form a bond with the prospect because the two of you now share an insider secret.

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9 Techniques for Writing Headlines that Convert - Part 2 of 9

This is part 2 of 9 in our series: 9 Proven Techniques for Writing Headlines that Convert.

The "Four U's Technique" is perhaps the most cited but least used (in practice) method. In this method, you simply come up with a statement that meets the following criteria:

  • Ultra-Specific
  • Useful
  • Urgent
  • Unique

If you search for landing page headlines, online/print ads, odds are that you won't find one that has all four elements.

Yes, having all of these elements imposes constraints. In many ways, it is like the perfect weight loss or financial plan that's hard to follow.

But, when it works, it really works. We tested it on our own pages and pulled successful examples from the web.

Let's take a closer look.

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9 Techniques for Writing Headlines that Convert - Part 1 of 9

This is part 1 of 9 in our series: 9 Proven Techniques for Writing Headlines that Convert.

John Caples, the famous copywriter, once said: "The headline is the most important part of an ad". If he were alive today, he would argue that it's also the most important part of a landing page.

You keep hearing stories where a simple headline change (and nothing else) results in a significant conversion lift.

In one test John conducted, the winning headline outperformed the control by a factor of 19x. Yes, that means N-I-N-E-T-E-E-N times more revenue!

And, keep in mind, the losing headline wasn't one contrived to prove his point. It was a real headline written by a professional copywriter that performed well enough to be considered a control. But, clearly, something else is at work. Read on to uncover the secret...

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