How to Write Email Subject Lines That Get Opened

4 tips for increasing open rates

Content Strategist, Copywriter and Consultant, James Artre, shares tips, tactics, and strategies for using content to attract your ideal reader, turn readers into buyers and buyers into long-term customers.

Your email subject lines can literally make or break your email marketing campaigns. Just like the headlines in your blog posts or articles must grab people’s attention, your emails must stand out from all the others in your subscriber’s inbox and give them a reason to click on it.

In fact, the difference between a successful email marketing campaign that brings in sales and one where your emails remain unopened (or in spam filters), is directly related to your subject lines. Here are a few things to keep in mind when writing your subject lines:

4 Tips for Writing Email Subject Lines

[clickToTweet tweet=”Personalisation – it is not about first/last name. It’s about relevant content – Dan Jak” quote=”Personalisation – it is not about first/last name. It’s about relevant content – Dan Jak”]

Clarity – When you are trying to write email subject lines that will grab people’s attention, you may be tempted to use wordplay and creativity in order to increase open rates – be careful! History has shown that convoluted or confusing subject lines will often backfire, leaving you scrambling to apologize to your subscribers and repair the damage that’s been done.

Remember that your readers have email coming in from many other email marketers and sources. They don’t have time to sort through who has something of true value to offer and who are being dishonest or using questionable strategies to get their attention. Misuse their time and trust, and you’ll lose them forever.

People want to zero in on information that is straightforward and to the point. When it comes to email subject lines, clarity wins over fanciness and flowery language every single time.

For example, if you were promoting a gift website to a new email list, a subject line that says…

“10 Ideas for Valentine Day’s Gifts for Her That You’d Never Think Of”

…is more likely to get a response than one that says, “10 Gifts For Her”. There is always room for creativity but it shouldn’t overrule clarity.

[clickToTweet tweet=”An email without clarity is like an annoying mime: Just say what you want or get out the way!” quote=”An email without clarity is like an annoying mime: Just say what you want or get out the way!”]

Share Stories & Connect – People respond to stories that are based on real life experiences rather than those that are full of facts, statistics and data. Catch their attention with subject lines that incorporate personalized elements.

For example, if you are selling an e-book on relationships, consider a direct subject line that illustrates real life couples in everyday situations, such as:

Keeping Your Relationship Alive: How 10 Couples Spice It Up

This type of subject line would ultimately work better than only saying, “How To Keep Your Relationship Alive”.

Ask A Question – Another way to spice up your email subject lines and boost open rates is to write it as though you are asking a question. For example…

“Valentine’s Day Traditions: Yay or Nay?”

…is far more catchy than “A Look at Valentine’s Day Traditions” when you want to suggest alternative traditions and open up a line of communication.

Questions help to engage your readers and involve them in the process of building a solid relationship, while making them feel as part of a group or community.

Create Urgency – Another strategy is to create urgency so that a reader is motivated to open your page and take the action you have suggested. Rather than say, “10 Ways To Make Money Online” consider…

“For 24 Hours Only Download: ’10 Simple Ways To Make Money Online!'”

You may have never even considered using provocative or controversial email subject lines. However, once you’ve taken a peek behind the curtain and have witnessed just how incredibly effective they are, you’ll be running circles in your mind trying to come up with as many fresh, creative and compelling subject lines as you can think of.

[clickToTweet tweet=”How to write a good email: 1. Write your email 2. Delete most of it 3. Send – Dan Mun” quote=”How to write a good email: 1. Write your email 2. Delete most of it 3. Send – Dan Mun”]

Final Thoughts

email subject linesWriting email subject lines that get opened is not about being cute or using fancy language. It’s more about using words that your reader connects with and that arouse their curiosity.

Always be clear in your email subject lines as to what the message is about. Your readers do not have the time to try and guess what you mean. Besides, they’ve got too many emails in their inbox to sort through as it is.

Share a story like, “How I Connected With My Readers and Increased Open Rates”. Your readers want you to connect with them and to become part of the story…so let them!

Asking questions and creating a sense of urgency also work well in your email subject lines. People want to be engaged in the process nowadays, and asking questions is a great way to do this.

But more than anything else: know your readers, what they need, what they want, and use their language in your subject lines. Doing so will help you build rapport and trust with your subscribers.

God bless,

James

Guaranteed Ways to Increase Email Open Rates

Get more of your emails opened and read

Content Strategist, Copywriter and Consultant, James Artre, shares tips, tactics, and strategies for using content to attract your ideal reader, turn readers into buyers and buyers into long-term customers.

The are numerous theories that abound online on how to increase email open rates. However, the only way that works is to drill down deep into your niche market and analyze it inside and out. There are no shortcuts, and you must be willing to get your “hands dirty” if you want your email marketing efforts to pay off.

It’s a well-known fact among industry experts that the more you know about your niche market, the more you increase your chances of connecting with them and gaining their trust – and trust is money!

Increase Email Open Rates: Know Thy Market!

Another reason why knowing your market is so important, is because each niche has a language all its own. It’s your job to identify this “lingo” and to use it throughout all your email marketing campaigns.

For instance, if you are marketing to content marketers you’ll discover that they use words such as:

  • Agile – The ability to move quickly and adapt your content to meet the needs of your niche market.
  • Buyer Personas – Buyer personas are little snapshots of your target audience – The who, what, where, why and how.
  • Calls-To-Action (CTA) – Calls-to-Action help convert your site traffic into actual subscribers or buyers in your database.
  • Evergreen Content – Evergreen content is content that provides value to readers no matter when they come upon it.
  • Lifecycle Stages – Lifecycle stages are helpful ways to describe the relationship you have with your audience.

If it were not for the in-depth research, then you wouldn’t know to include these words in your subject lines and in your content. Your words – every single one of them, means something.

As for email subject lines, their sole purpose is to grab your readers attention and get them to click the link. And, it’s been proven to increase email open rates when you use your niche market’s lingo/terminology in your subject lines!

But more importantly, once you’ve gotten them to click the email link to explore the content, you need to keep them tuned in. This is where your opener comes into play and it better be solid, otherwise your emails will quickly make their way to their trash can or spam folder.

For example, “The only way that works is to drill down deep…”, and “You must be willing to ‘get your hands ‘dirty'”.

[clickToTweet tweet=”Treat your subject line like the movie trailer – give a preview so they know what to expect.” quote=”Treat your subject line like the movie trailer – give a preview so they know what to expect.”]

The best subject lines, openers, offers and closes all come from knowing your market. Here’s an example from my own personal experience being a subscriber on someone’s list.

Years ago I was stuck on coming up with content creation ideas for my blog. It seemed like it took me forever to think of what I needed to write and then to get it written. Every night I’d search the web looking for ways to generate content ideas.

It’s not as if I was looking to write “War and Peace” or anything, just a simple 500-700 word blog post 4-5 times each week.  So, I subscribed to a couple of “guru” newsletters – figuring that these guys knew a thing or two about content creation, and maybe I’d learn something from them.

It must have been about 6 or 7 newsletters that I subscribed to. However, within a couple of weeks that number had shrunk to just one – and I’m still on that guys list today!

It wasn’t that the other newsletters were so bad, it’s just that they didn’t make a connection with me like the other guy had. So, I opted out of all the other newsletters.

This guy wasn’t going to lose me as a subscriber, because he seemed to know all my “Hot Buttons” and exactly how to push each one. He knew where I was coming from and what I was hoping to find in his emails.

One day his subject line read something like “Struggling With Content Creation Ideas for Your Blog?”BINGO! Obviously, he hit my need square on the head and I hit that email open button like a greyhound bus!

In the business we call that a “Hook“, like a fish on a hook. I read every word he wrote, because I felt as though it were written specifically for me. That’s what knowing your target audience thoroughly will do for you.

Whether their need is:

  • Answers to their questions
  • Information on how to do something better, faster
  • Products that help them perform a task
  • Support
  • Advice, or
  • Encouragement

When you become their “go to source” for solutions to their problems, you’ll have a subscriber and a customer for life. So, take the time to really get to know your market.

[clickToTweet tweet=”Bait without a hook is just food – John Hayes ” quote=”Bait without a hook is just food – John Hayes “]

When you are first introducing yourself to a potential subscriber, you need to make it worth their while by giving them something of real value in exchange for their email address. The best way to determine what your subscribers will respond to is by knowing their most desperate desires and needs. Doing so will help you to create a compelling giveaway, such as a special report or an e-book related to their niche, that will lure them in like bears to honey.

So, enjoy exploring, discovering and connecting with your audience. It’s one of the most important preliminary steps to becoming a successful email marketer.

Increase Email Open Rates: How to Get Started

Use Data Mining to Analyze Your Market and Competition – When it comes to knowing your market, it begins by knowing your competition. And this is where Data Mining comes in handy. Not only can you learn from what they are doing successfully, but you will be able to uncover new sources of traffic as well.

Generally, data mining (sometimes called data or knowledge discovery) is the process of analyzing data from different perspectives and summarizing it into useful information – information that can be used to increase revenue, cuts costs, or both. Data mining software is one of a number of analytical tools for analyzing data. It allows users to analyze data from many different dimensions or angles, categorize it, and summarize the relationships identified. Technically, data mining is the process of finding correlations or patterns among dozens of fields in large relational databases. – Wikipedia

Use Sites Such as Alexa and Quantcast –  Using sites such as Alexa and Quantcast will allow you to access your competitors sites statistics, such as:

  1. Traffic Sources and Amounts
  2. Site Visitor Demographics
  3. Audience Interests
  4. Geographic Location
  5. Time on Site
  6. Bounce Rates, and
  7. Much more!

Why are these statistics important? Because they allow you to reverse engineer what your competitors are doing!

Copyblogger is a site that is in the same genre as me, and here is some of what you can find out about them using Alexa and Quantcast:

increase email open rates

As you can see from the screenshot above from Alexa, their visitors are more female who have Graduate School education and who spend most of their browsing time on their home computers. Just think of all the possibilities this information could be used to increase email open rates, if used correctly in your campaigns.

increase email open rates

Looking at the Alexa screenshot above, you can also discover other sites that are linking to your competitors sites. To the right in the screenshot you’ll see the categories that their searches relate to. How could you use this information in your emails?

increase email open rates

Additionally, you may also determine how long a site visitor interacts with your competitors sites, what percentage of their traffic comes from search engines, as well as the keywords that brought their visitors to their site. How could you put this information to work for you?

increase email open rates

Look at the screenshot above, it’s from Quantcast. Look to the right with the Black and Blue tabs. You’ll notice that I have the ‘Audience Interests’ tab highlighted. To the left in the grey and white stripes, you’ll discover what their audience’s interest are.

If you were to click on the small dark gray arrow beside each listing (i.e., “Business & Industrial”) you would see even more information specific to that interest. In addition to Audience Interest, you’ll also see in the listing box to the right Summary, Traffic, Demographics, etc.

increase email open rates

If we clicked on the ‘Demographics’ tab of that section in Quantcast this is what we’d see in the screenshot above. Just think of how much you could increase email open rates with information like this at your disposal!

In addition to using sites such as Alexa and Quantcast, be sure to join your competitors newsletters, read their blogs and follow their website updates. This is all incredibly helpful, especially if they are authority figures in your niche.

Also, be sure to study their sales funnel, backend system, and follow-ups. What are they offering the same buyers? What are they doing well that is yielding results?

Use Google AlertsGoogle Alerts allow you to “spy” on your market and get to know your customer base. Set up keyword based alerts that will send you notifications whenever they appear on websites, blogs, and forums.

increase email open rates

In the screenshot above from Google Alerts you’ll see updates based on the word that I entered, in this case “Content Creation”. Not only can I use this information to stay informed of updates on this topic, I could also share these to my social media counts if I should so choose to.

Monitor Social Media Accounts – Join Facebook groups and Twitter Lists related to your niche market and actively participate in the discussions while adding something of value to the group. Get to know them, ask questions, and test out giveaways and incentives.

Join Niche Related Forums –  Spending time in forums is a great way to learn what your niche market’s needs are. Look at the questions people are asking in the forum and use their questions as your subject line.

For instance, suppose someone asks the question in a forum “How do I generate content ideas for my blog?” You could use this question in your headline as follows:

15 Tips For Generating Content For Your Blog

or,

How to Never Run Out of Blog Content Ideas Again“.

Warrior Forums, for example, is a great place to seek questions pertaining to your niche. Use what you find their in your subject lines to help you increase email open rates.

While your there in the forums, be sure to jot down product ideas for resale, bonuses, incentives, and giveaways as the ideas come to you. You’ve heard how important that initial giveaway is, and it’s true.

In fact, you should always be testing as you learn. Not only will you become a better email marketer, but you’ll be working towards building your list all at the same time!

[clickToTweet tweet=”The best marketing doesn’t feel like marketing – Tom Fishburne” quote=”The best marketing doesn’t feel like marketing – Tom Fishburne”]

Final Thoughts

increase email open ratesThe best way to increase email open rates essentially comes down to two things:

1. Knowing as much as humanly possible about your target market (i.e., their language, terminology, needs, fears, hopes, dreams, demographics, etc), and
2. Incorporating what you learn about your target audience into your subject lines, the body of your email, your call-to-action and in your PS.

Unfortunately, my experience shows that many marketers just simply do not want to do the amount of research required to be successful at email marketing – or marketing in general. Often times people will jump in with both feet, splash around and make a lot of noise (irritate a lot of people), and then quit when the money doesn’t come rolling in like they were told it would.

It simply does not work the way (or simple as) most “gurus” online say it will.

The fact of the matter is, if you’re serious about wanting to increase email open rates then either a) you are going to invest a lot of time and effort in performing the research yourself, or b) you’re going to pay a professional market researcher to do it for you.

In addition to the resources and information that I’ve provided for you, here are 17 Tools and Resources for Conducting Market Research that I think you will find most helpful.

I hope that you’ve enjoyed this post on how to increase email open rates. If you did, let us know by commenting and sharing it with others!

God bless,

James

4 Tips for Writing Irresistible Headlines That Get Clicked

How to Increase Click-Through Rates

Content Strategist, Copywriter and Consultant, James Artre, shares tips, tactics, and strategies for using content to attract your ideal reader, turn readers into buyers and buyers into long-term customers.

Writing irresistible headlines is a skill you must master if you are to get more people to click-through to your site and read your content. Take a look at websites like Cracked and BuzzFeed, for instance, and you’ll discover that they write amazing headlines that you cannot help but click on to see what’s behind them.

If you want to get the same click-through rates as other top writer’s in your niche, then learn how to write great headlines like they do. Here’s some ideas you can use to begin writing attention grabbing headlines.

[clickToTweet tweet=”Headline writing is an art form – Jennifer Lee” quote=”Headline writing is an art form – Jennifer Lee” theme=”style3″]

Writing Irresistible Headlines

#1. Use Numbers in Your Headlines – Top 10 lists are always popular for getting click-throughs, as are “#10 Ways to do <blank>”. It doesn’t really matter what number you choose, although 10 has a history of getting more results.

writing irresistible headlinesWhy do using numbers in your headlines work?

Numbers have a way of triggering a person’s mind as if reading a list. Once a person starts reading or thinking about a list, they most often start to what?

You guessed it…

They start checking down (off) the list. It’s a naturally occurring human impulse, and that is reason why using numbers in your headlines works so well.

One other thing, the actual number (i.e. “4”) works better than the word “Four”.

#2. Use Killer Adjectives in Your Headlines – Using adjectives (a word that describes, like “Killer”) is great for making people want to click on your headline. Adjectives include words such as:

  • Massive
  • Awesome
  • Incredible
  • Irresistible
  • Tremendous
  • Street-Tough
  • Unbeatable
  • Astounding
  • Unexpected
  • Crush
  • Cutting Edge
  • Breakthrough, and many others!

When adjectives are crafted well with the words your buyers are searching for, then your headlines are almost impossible not to click on. Again, look at Buzzfeed and Cracked to see what sort of headlines they are creating and then mimic their style.

[clickToTweet tweet=”We are all apprentices in a craft where no one ever becomes a master – Hemingway” quote=”We are all apprentices in a craft where no one ever becomes a master – Hemingway” theme=”style3″]

#3. Make Your Headlines Stand Out From the Crowd – Search for words that are missing from your competitors headlines and use them in yours. Even better, make your headline AND your article as unique as humanly possible in order to stand out from all the other millions of websites.

If you are using the same type headlines as your bigger competitors, then you WILL lose no matter how much you believe that you are writing irresistible headlines.

Why?

Because they have more writers, more money and more experience at driving traffic to their site. This is reason why you need to stand out as much as possible, and using words that they are not is a good way of doing this.

This is where a good Thesaurus comes in handy!

#4. Make a Bold Promise – Obviously, if you make a bold promise then you must be able to back it up. Follow through on your promise by delivering a product or service that does exactly what you say it will.

For example, suppose you wrote this as your headline:

How to Lose Weight by Eating More“.

This is a headline that people would definitely click on because people that want to lose weight also want to eat.

How would you deliver on such an enticing promise?

Simply by making the article about eating negative calorie foods, like celery for instance, or any foods that burn more calories eating them than they actually provide.

Here’s a few examples of bold promise headlines:

  • Finally a Solution to [blank]!
  • How to do [blank] in 90 days Guaranteed!
  • The Only [blank] You Need to Solve [blank]!
  • How to Get Rid of [blank] For Good!
  • How to Stop [blank] in 60 Days or Less!
  • The Ultimate Guide to [blank]!
  • Never Suffer From [blank] Again!

One of the things that I do when writing bold promise headlines, is to think of the pain or suffering that my ideal readers want to get rid of. Next, I insert these words as either the problem I’m going to help them solve or the pain that I’m going to help rid them of.

Again, never make a promise that you cannot back up. If you do, then your online reputation is toast!

[clickToTweet tweet=”Promises are only as strong as the person who gives them – Stephen Richards” quote=”Promises are only as strong as the person who gives them – Stephen Richards”]

Final Thoughts

Writing irresistible headlines is not rocket science. It’s more about doing your research to discover which words your niche market are searching for, and then incorporating them into your headlines to increase your chances of them clicking through to your site.

And this is what separates the winners and the losers when it comes to writing irresistible headlines:

Research!

writing irresistible headlinesLet me ask you this…

“What if you had the ability to get inside your buyers mind and know exactly what it is that they are looking for?”

Wow…that would be incredible, right?

This is what research does: it gives you insights into what your readers are looking for; solutions to their problems.

Without in-depth research, then you’re simply slinging mud on the wall to see what sticks – which is time consuming and costly!

In addition to using numbers and adjectives in your headlines, as well as making your headlines stand out from the crowd and making a bold promise, be sure to perform the research required to know which words your niche are searching for so that you can incorporate these into your headlines.

Question: What methods do you use for writing irresistible headlines?

God bless,

James

PS: Thank you for commenting and for sharing this post!

6 Copywriting Secrets All Great Copywriters Know

The Art of Writing Great Copy

Content Strategist, Copywriter and Consultant, James Artre, shares tips, tactics, and strategies for using content to attract your ideal reader, turn readers into buyers and buyers into long-term customers.

All great copywriters have something in common: They have several copywriting secrets (their “bag of tricks”, if you will) that they rely on  to write great copy for themselves and their clients. Obviously, if you know these secrets, then you too can begin to write great copy. And that’s exactly what we are about to share with you.

First, as for any “secrets”, there really are none…

“But James, you just told me there was!”

The only thing that makes these copywriting secrets a “secret”, is that it is simply information that others know that you may not. If that’s a ‘secret’ then so be it.

Now, here’s the reason I am telling you this…

I don’t want you to get sucked-in by some unscrupulous copywriter who’s just trying to sell his or her crappy copywriting courses – courses that do everything but address these six fundamental copywriting secrets.

How do I know about these unethical copywriters?

Yep, you guessed it…

I made that mistake too; bought their crap!

Okay, enough on the backstory, let’s take a look at these six “copywriting secrets”…

Copywriting Secrets for Writing Great Copy

[clickToTweet tweet=”Simplicity is the ultimate sophistication – Leonardo Da Vinci” quote=”Simplicity is the ultimate sophistication – Leonardo Da Vinci” theme=”style3″]

1. Write in Your Readers Language – I’m sure you are fully aware of the importance of writing high-quality copy. However, what you also need to keep in mind is to write in the language of your reader. In other words, you want to join the conversation they are having with themselves in their head.

For example, let’s say that your reader is having a problem with content ideas for their blog. What would the conversation they are having with themselves in their head sound like? Probably something along these lines:

  • “How am I going to come up with ideas for my blog posts next week?”
  • “Where can I find great content ideas on (topic)?”
  • “Is there an app or a program to help me generate content ideas?”
  • “I need to know more about (topic), who’s the expert in this field?”
  • WHY AM I HAVING SO MUCH TROUBLE COMING UP WITH CONTENT IDEAS?!” 😉

The key to writing in your reader’s language, is to put yourself in their place and address/answer their questions in your copy that they are asking themselves. Always know as much as humanly possible about your reader before you begin to write a single word.

2. People Respond to Stories – Pause for a moment. Think of how many stories that can you remember that you’ve either read, had read to you, or heard in your lifetime. Probably too many to list, right?

Why is this?

People respond to stories because the human brain is ‘hardwired’ to remember them. I’m not sure if this is because years ago, before writing came on the scene, people passed down their history of events verbally from one generation to the next or what.

What I do know, however, is that I can remember stories all the way back to my childhood. I’m sure that you can too!

Why is this important?

The reason this is important is because when you understand what type of story generates what type of emotion, and what type of action, then you can tell (write) a story that connects you to your reader. Storytelling is perhaps one of the best kept copywriting secrets that you can use to get the re/action you want from your reader.

[clickToTweet tweet=”Decide the effect you want to produce in your reader – Robert Collier” quote=”Decide the effect you want to produce in your reader – Robert Collier”]

3. Always Include a Question That Your Reader Must Answer With a ‘Yes’ – Getting your reader to say ‘yes’ often works to get your reader to agree with you throughout the rest of your copy. Later, when it comes time for your reader to take the action that you want them to take, you increase your chances of getting them to say ‘yes’ again.

Stop. I want you to do both of us a BIG favor…

Never use this information as a means to manipulate people into buying sub-standard products and services that do not deliver the results that your readers are seeking.

When unethical or sneaky copywriters rip-off people with great copy that promotes a sub-standard product, all they accomplish is giving the rest of us and our profession a bad name.

If you’re not going to write copy for its intended purposes – to solve people’s problems or relieve pain and suffering with products and services that do just that – then don’t bother writing copy at all, please.

4. Use Personal Experience to Build Relationships With Your Readers – Building relationships with your reader’s used to be a matter of common sense, then someone came along and gave it a fancy name: “Empathy Marketing

Empathy Marketing is defined as: “The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner; also: the capacity for this.”

As I stated, being understanding, sensitive to, and experiencing the pain of others used to be common sense. Unfortunately, common sense seems to be rather uncommon nowadays (end of rant)…

However, if you do posses sincere empathy for others, this puts you ahead of the game when it comes to writing copy that attracts your ideal readers and customers.

This is also reason why sharing your personal history or experiences with a product (good and bad) in your copy helps to establish a relationship with your readers: They will begin to trust you and look to you for sound advice and…products!

5. Write Your Copy in a Conversational Tone – Think of your sales copy as if you were having a conversation between you and friends at a backyard Bar-B-Q, a birthday party, or simply a casual conversation about today’s news among friends. Speak directly to your readers for the individual they are and not as if you’re trying to sell them something.

Always read your sales copy out loud to hear how it sounds. Personally, I like to record myself when I am reading copy aloud – that way I can play it back again and again.

Writing your copy in a conversational tone goes hand-in-hand with writing in your readers language. Not only do you want your copy to join the conversation your reader is having with themselves, you also want it to sound as if they are saying it to themselves. When you master these two copywriting secrets, then you’re well on your way to making great money as a copywriter!

[clickToTweet tweet=”Copy is a direct conversation with the consumer – Shirley Polykoff” quote=”Copy is a direct conversation with the consumer – Shirley Polykoff”]

6. Study Successful Copy – Out of all the copywriting secrets I know, this is perhaps the most important. By studying other great copywriter’s copy you will begin to grasp what good copy should sound like.

To this very day, even after 20+ years in the business, I still read everything I can get my hands on that I know great copywriter’s wrote. Don’t you think that you should too?

When reading great copy, take note (literally, write it down) of key phrases that are used, how the copy makes you feel, and why it makes you want to buy. Compile what you find into a “Swipe File” for future reference and use.

Your swipe file should include:

– Headlines
– Sub-headlines
– Introduction, or lead
– Bullets
– Guarantees
– Benefits
– Bonuses
– Call-to-Action
– Closings
– Post Scripts (PS)
– Article Titles
– Blog Post Titles, sub-heads, etc.
– Email Subject Lines
– Newspaper Headlines
– Advertisements

Essentially, any form of copy that catches your attention, makes you want to continue reading and that makes you want to buy, put these in your swipe file. Also, be sure you create sub-files for each category (Headlines, sub-heads, bullets, etc) and file them accordingly.

Possessing a good swipe file will save you a lot of time – and time is money, especially when it comes to pumping out high-volumes of top notch content.

Final Thoughts

copywriting-secrets-02A career as a copywriter takes lots of work, but the rewards are definitely worth it. Boredom is never a concern, and there are plenty of opportunities – especially if you are a good at writing copy that sells.

The Internet has created more opportunities then ever before for good copywriters, whether you are looking for employment with a company or as an entrepreneur. And if you work for yourself, you are not bound by location.

Whether you live in the mountains, near the beach or in a penthouse, so long as you can connect to the Internet you can work anywhere.

These copywriting secrets will make you a better copywriter – so long as you learn them well and take them to heart each time you write. And always remember this: Never, ever, use this knowledge to manipulate people into buying a sub-standard product or service that doesn’t deliver the results your readers are seeking.

What copywriting secrets do you use on a daily basis?

Until next time,

God bless!

James

PS: Thank you for commenting and sharing this post!

How to Get Inside Your Buyers Mind

Part 3 of 3

Content Strategist, Copywriter and Consultant, James Artre, shares tips, tactics, and strategies for using content to attract your ideal reader, turn readers into buyers and buyers into long-term customers.

The ability to get inside your buyers mind is a skill you must learn, if you are to understand how and why they think the way they do. This is vitally important, as it increases your chances of connecting with them and for determining which products or services to offer that will solve their needs.

The more information you can gather and analyze (through the use of sites like SimilarWeb, Quantcast, and my personal favorite, Clicky Analytics) to track the competition – and Heat Maps to track the information on your own website – the easier it will be to create products that are guaranteed to sell.

If you’ve been making the unfortunate mistake of creating products based on what you think your audience wants (as I used to) – then you’ve obviously learned that this doesn’t work. It’s all about finding a need your audience already has, and then determining how best to fill that need.

That’s why you should never begin creating products until you get inside your buyers mind and know their needs, wants, fears and desires. You can get to know them in various ways, including:

  • Exploring the market
  • Finding out their likes and dislikes about current products
  • Evaluating the competition
  • Researching demand, and
  • Creating a USP that makes your products stand-out

Tips and Tools to Get Inside Your Buyers Mind

Tracking Results

Obviously, there comes a time when you must think about launching a product and seeing where it takes you. For this you’ll need a dedicated website and a sales page that is designed to bring in as many buyers as possible.

This is where a service like Clicky Analytic’s heatmap (see screenshot below) comes in extremely handy. Let’s imagine for a moment that you’re writing your sales page and putting it up for people to discover.

get inside your buyers mind

Once you start getting traffic to your site, you can simply look in the Clicky admin section (see screenshot below) of your website or blog to see which phrases are bringing people to the site and how long they are staying there before they leave – or go through to buy your product, as the case may be.

what customers want

But the Heat Map will show you how your links are performing, what pages are more popular than others, as well as what areas of your website could use improvement in order to boost conversion rates.

Heat Maps won’t only show you which links, graphics, and pages are receiving more exposure (clicks or visits), but it can also help you determine how colors, headlines, sub headlines and other sales page elements are affecting sales.

For example, let’s say you’ve used two different colors (e.g., Blue/Green) for two different buy now buttons. One color may be outperforming the other one, but unless you know which one is doing this you won’t be able to capitalize on it and change the color of the other buttons as well. A Heat Map will highlight which button is outperforming the other, making it easy for you to change!

Never underestimate the power of testing and tracking when it comes to launching any new product. It can be the difference between a successful product and an absolute loss.

A/B Split Testing

get into your buyers mind

It’s worth mentioning the process of A/B testing here. You may also have heard this referred to as split testing. We made a brief mention of this above when we talked about having two different colored buy now buttons.

The idea is you change just one element on two landing pages, whether it is a headline, bullet point, color scheme, layout or perhaps even just a button or link placement. NEVER change more then one element at a time, or you will never know which element change caused the effect – good or bad.

For example, you might have a newsletter you want to send out to your 2,000 strong email list. So you send 1,000 people the standard newsletter with one subject line, while the other 1,000 people get exactly the same newsletter with a different subject line.

Apart from the subject lines everything else is exactly the same. By running an A/B split test campaign you can see which subject line drew the most attention, which one garnered a higher number of open-rates, and which one ultimately out-performed the other.

The same test can be conducted to evaluate two different headlines, sub-headlines, greetings and even website designs. Test your ideas. Test your audience. Find out what makes them tick – and then test whether they react more strongly to one element in your sales funnel than another (More on sales funnels in a second).

The great thing is, some of this knowledge you’ll learn as you go along can be applied to more than one product launch. As you get to know your target audience you’ll start to understand them better.

You’ll instinctively know whether one product is likely to out-sell another. You’ll have far more hits than misses, and ultimately, sell more than you ever have before.

Get Inside Your Buyers Mind Using ClickFunnels

get inside your buyers mind

ClickFunnels will forever change the way that you build your sales funnels while helping you to instantly maximize your income online. With ClickFunnels, you are able to create powerful campaigns while accelerating your path to success – all at once.

It’s the perfect tool for both new and seasoned marketer’s who are serious about simplifying their marketing campaigns, while thoroughly testing every part of their sales system for maximum results. Here’s just a few of the many things you can do using ClickFunnels:

  1. Squeeze Page Funnels
  2. Automated Webinar Funnels
  3. Product Launch Funnels
  4. Sales Funnels (integrates w/ your favorite shopping carts)
  5. Membership sites, and
  6. Much, much more!

Don’t take my word for it, see it in action by watching this ClickFunnels Demo

ClickFunnels makes it easy to get inside your customers head by determining what works and what does not. Thus, streamlining your campaigns to meet their specific need with a specific product that will solve that need.

ClickFunnels allows you to test and improve everything from your sales pages, squeeze pages, landing pages to creative media including banners, buttons, designs, ad copy and even your email subject lines.

Never run a weak performing marketing campaign again. With ClickFunnels, there’s no guesswork since you can easily see what’s working and what is not.

Final Words

Nothing is more important than to know your buyers needs: what are their interests and their reasons for buying. When you posses the ability to get inside your buyers mind, then you’ll know how to create and deliver products that will outsell and outperform the competition.

In fact, the more you know about your buyer, the greater position you are in to become a leading authority in your niche. You’ll also be someone that people recognize as the “go to” source for quality products that they can buy with confidence again and again.

Knowing your market is also important when building your Unique Selling Proposition, or USP. Nothing will speak to your audience more clearly than when you truly understand what is most important to them. Your products will have a solid angle, a distinct voice, and will stand out in your market…no matter how crowded!

You’ll become a primary player in your industry – a force to be reckoned with, and you’ll become an authority figure. Know your audience and you’ll build a strong, polished brand that will stand the test of time.

It’s a real win-win situation – you get what you’re looking for, the customers get what they’re looking for, and both parties are likely to want to maintain an ongoing business relationship for many years to come.

This wraps-up our 3-Part series on Why People Buy and How to Get Them to Buy Your Products. If you’ve learned anything at all from this series, then I hope it is this: Performing in-depth research on your target market; discovering exactly who they are, what they want, what their needs and their fears are, is critically important to your success.

Research is so important, in fact, that if you are unable or unwilling to do the research yourself, then it would be a very wise decision on your part to hire someone to perform research for you. Until you are either willing to learn how to perform in-depth research or hire someone to perform it for you, your chances of being able to get inside your buyers mind are slim to none.

“If you know your enemy [customers] and know yourself, you need not fear the result of a hundred battles [marketing campaigns]” – Sun Tzu, The Art of War.

What methods do you use to get inside your buyers mind?

Until next time…

God bless,

James

Content Marketing – How to Identify Customer Needs

Part 2 of 3

Content Strategist, Copywriter and Consultant, James Artre, shares tips, tactics, and strategies for using content to attract your ideal reader, turn readers into buyers and buyers into long-term customers.

In our previous article in this series, we covered The 3 Main Reasons Why People Buy. Our next step is to identify customer needs so that you can create products that your customers will buy, from you…

When it comes to content marketing, you must know how to determine customer needs. Once you’ve mastered this, then you must learn how to get inside the mind of your potential buyers.

Obviously, mastering these two fundamentals of content marketing will help you create the best product to solve their need. It will also ensure that your time is spent wisely, versus wasting valuable time and resources creating products and then testing them in unknown markets.

[clickToTweet tweet=”The customer’s perception is your reality. ~ Kate Zabriskie” quote=”The customer’s perception is your reality. ~ Kate Zabriskie”]

How to Identify Customer Needs

Your first, and most important, step to identify customer needs is to conduct in-depth research on your ideal customer. The more you know about your customer base the better your results: both in being able to identify customer needs and in your ability to reach out to them.

For instance, if you were a content marketer who was interested in creating an information product focusing on teaching newbies content marketing strategies, you would want to conduct market research to:

a) determine demand for such a product, and

b) identify a unique angle or focus to set your product apart in the market.

Your research should give you valuable information about your market, such as:

  • Competition
  • Traffic Sources
  • Potential partners
  • Existing products
  • Leaders (authorities in your market)

In-depth research can make all the difference between wasting time on a product only to get few or no sales in return. Research also plays a critical role in identifying whether there is a hungry audience just waiting for a product (like yours) to help solve their problem.

[clickToTweet tweet=”You are serving a customer, not a life sentence. Learn to enjoy your work. ~ Laurie McIntosh” quote=”You are serving a customer, not a life sentence. Learn to enjoy your work. ~ Laurie McIntosh”]

Now, let’s take a look at 3 tools that you can use to best identify customers needs…

Using SimilarWeb For Market Research

 

Identify Customer Needs

SimilarWeb is a simple tool used to quickly analyze your market so you can better understand what people are looking for.

Here’s how to do it:

When you reach the main page of SimilarWeb.com, enter the site name in the search box provided then click on the search button. On the following page it brings back a plethora of information that you can use for research purposes.

For our example, let’s use the website ContentMarketingInstitute.com. One of the stats it gives is what their audience interest’s are, along with a tag cloud of related topic terms. See screenshot below.

Identify Customer Needs

With this information, you can see how trends are an important part of your site research. For instance, there are three (3) different topics that include the word “video” (video tutorials, online video, interactive video). Obviously, people are coming to this site for instructions and help with videos.

What else do we see in the screenshot above? Under “Audience Interests” we see the first gray circle (the one with what looks like a briefcase icon) with the purple dial is marked “Business and Industry > Marketing and Advertising“. If I put ‘2&2’ together, I could conclude that there are consumers who want help in marketing and advertising their products and services using video!

Does a particular product come to mind that you could create to fill this need?

When you have a potential product in mind for a specific audience, you can explore different sites that already cater to that audience and evaluate overall traffic, audience interest, as well competing websites already in your market. If you glance down the left-hand side of the graphic above, you’ll notice there is additional tabs you may click on that contain more information to help you identify customer needs.

[clickToTweet tweet=”Your customer doesn’t care how much you know until they know how much you care. ~ Damon Richards” quote=”Your customer doesn’t care how much you know until they know how much you care. ~ Damon Richards”]

More Tools to Identify Customer Needs!

Quantcast.com

In many ways, Quantcast is even more in depth than SimilarWeb.com. You can plug in the name of a site you want to analyze and see just how many visits it receives per day, week, or month, depending on your needs.

The demographics available on this site tell you a lot about your target audience, as well as other important information that will help you to identify customer needs. For instance, let’s say you want to find out more about the people who use Copyblogger.com. Scroll down the results page and you’ll find all sorts of valuable information under the Demographics tab about the audience.

Identify Customer Needs

Looking at the next graph we find even  more valuable information:

  1. Do more college grads use the site than grad school users?
  2. How about the ethnicity of those who visit the site?

Identify Customer Needs

A quick look at the next graph and we learn even more valuable information, such as:

  1. What percentage of people visit this site who have children in their household?
  2. What is the average household income of site visitors?

Identify Customer Needs

You’ll get plenty of great information you can use to identify customer needs and market the right products to the right people using Quantcast! Incidentally, it’s worth identifying any peak trends that hit your market at certain times of the year.

For example, gardening will always be more popular during the main growing seasons. November is when things really take off for anyone selling festive products for the Thanksgiving and Christmas season.

These two are obvious, but you’ll find plenty of other ideas as well. Do any of them apply to your audience?

Clicky Analytics

If you’re wanting to create a product that is specific to your audience, Clicky Analytics is a valuable resource for analyzing a plethora of information pertinent to your site visitors.

Identify Customer Needs

Clicky Analytics displays detailed info and statistics about: online users, number of visits, number of actions, bounce rates, organic searches, time average directly on your website Admin Dashboard. Obviously, this information will go a long ways in helping you to identify customer needs!

Clicky Web Analytics automatically inserts your tracking code in each page of your website. Also, if you should so choose, authorized users can also view Clicky statistics – like visitors and top searches – at the end of each article. Again, this is optional.

Clicky Admin Dashboard features include:

  • Access to your website’s basic statistics in your Admin Dashboard
  • Cache feature (improves loading speeds)
  • Access level settings
  • Display top 30 pages, referrers and searches (sort by columns)
  • Display Clicky Analytics statistics at the end of each article (optional)
  • Multilingual support, a POT file is available for translations.

Clicky Tracking features include:

  1. Enable/disable Clicky Web Analytics tracking code
  2. User names tracking feature
  3. E-mails tracking feature
  4. Video actions tracking for YouTube
  5. Video actions tracking for HTML5
  6. Asynchronously load of Clicky Web Analytics tracking code

Obviously, with all the information and statistics that you get from using Clicky, the ability to identify customer needs and create a product specific to that need is much easier. Clicky offers numerous plugins, apps and browser extensions.

In addition to all the incredible information and statistics at your fingertips using Clicky, you also have access to “Heat Maps” (premium feature). Heat Maps are a complete and detailed visual snapshot of your website, so you can improve your marketing campaigns and make changes that will increase conversions.

Identify Customer Needs

A Heat Map provides you with the opportunity to take a look at your website in a whole new way. You’ll see a darkened view of a particular page – and your Heat Map will show you which links and areas of your page are the most popular.

So if someone clicks on a link only occasionally, it would show as a bluish color. However if one link is very popular, producing a high number of click-throughs, it will appear in red (a red “X” indicates exactly where their pointer was when they clicked). In other words the warmer the color, the hotter that area of your site really is.

Heat Maps are a paid service at Clicky, but well-worth the measly investment of $14.99 per month (even less if you pay yearly) for all the in-depth marketing information and tools at your disposal. Clicky premiums features and benefits include:

Identify Customer Needs

If you haven’t guessed already… I really like Quantcast and especially Clicky Analytics!

[clickToTweet tweet=”War is ninety percent information. – Napoleon Bonaparte” quote=”War is ninety percent information. – Napoleon Bonaparte”]

Conclusion

In part 2 of this 3-part series on Why People Buy and How to Get Them to Buy Your Products, we discussed the need to identify customer needs by performing in-depth research. Performing such research is vital to your success, because doing so will help you create the best product to solve their need. This ensures that your time is spent wisely instead of creating products and then testing them in unknown markets.

We spoke of several key pieces of information that you are looking for while performing research, such as:

  • Competition
  • Traffic Sources
  • Potential partners
  • Existing products
  • Leaders (authorities in your market)

We discussed using tools such as SimilarWeb to check on your competitors, and how to use this tool to evaluate overall traffic, audience interests, as well competing websites already in your market.

Additionally, we spoke of using Quantcast and Clicky Analytics to really drill down deep into your sites and your competitors; analyzing to see just how many visits they receive per day, week, or month, depending on your needs. With both Quantcast and Clicky, you get detailed information about your online users, number of visits, number of actions, bounce rates, organic searches, time average directly on your website, etc.

However, Clicky Analytics has numerous plugins, apps and other tools that gives you direct access to this information in the admin panel of your blog or website. Clicky also has a heat map feature for premiums users, which gives you a visual of exactly what and where your site visitors are reading and clicking (Personally, I use both Quantcast and Clicky Analytics for most all of my marketing research needs).

Are there tools or methods I missed that you use to identify customer needs?

In my next post, we’ll wrap-up this 3-part series with more on How to Get Into Your Buyer’s Mind. Until then…

God bless,

James

PS: Thank you for commenting and for sharing this post with others!