Coming up with a fresh copy can be such a pain. You don't want to sound like everybody else but at the same time, you want to communicate effectively and capture your prospects' attention.
I went through the copy of 100s of websites from some of the best brands that are managed by stellar marketing teams. What I mostly focused on was the "Elevator pitch"- the text that is most prominent and visible to your prospect as soon as they open your website or email.
I discovered that many of these can be "templatized" and then combined to come up with entirely new copy templates. Here is a list of some of the best templates I found that can significantly impact your conversions.
But first, a couple of things you need and should do before you use any of these templates: Define target audience personas and the value adds for each one of them. This is an exercise that requires input from multiple people in your team, not just marketing.
Doing so will make it easy to come up with hundreds of different options for different headlines using the templates below. You can then pick a few of these or do an A/B split test until you get the best results.
1. Benefit with feature
{Desirable outcome} with {what your product enables}
Example: Personalization SaaS giant https://webengage.com/
This template can be used in a number of different situations. It addresses both outcomes and concerns of your prospects. This can help build their confidence about your product and team understanding their priorities.
2. Keeping it simple
{Key feature/product category} made {positive outcome}
Example: Appointment scheduler https://www.appointy.com/
Simple and easy does it; this simple template describes how your product makes a job easier, creating a much smoother and simpler workflow. This is even more suitable if your product caters to improving simplicity.
3. Being different is better
{Achieve desirable outcome} {in a better way}
Example: Solutions to Social Ads https://poweradspy.com/
This template builds the SVP of your product around that one differentiator significant to your target audience. Just use a few words to bring the focus on how your product is better than others.
4. A Facilitator
{Key outcomes of your product}
Example: Social Media Marketing Tool https://www.socialpilot.co/
A template with a quite plain blueprint; simply speaking about what your product facilitates or enables users to do. This template is best for the products with an easy use case.
5. A Supporter
{Achieve favorable outcome} by {how product makes it happen}
Example: AI-powered omnichannel Customer Experience Platform https://simplify360.com/
While the previous template catered to 'what does your product do', this allows you a short description of how your product makes it possible. It is an enabler of the benefit you are selling, the second part of the headline working to make it sound more reliable.
6. Stats shaping a convincing approach
{Use a stirring statistic that your product helps with}
Example: Customer Communications Platform https://www.plivo.com/
Using a statistic proves the credibility of your product to the customers. It is better to use a stats-driven headline as it grabs the attention of users. The more specific your value prop, the more credible it will sound. For instance, '20% conversion rate' sounds more convincing than 'high conversion rate'.
Writing a fresh copy will become way easier when you have these templates in your arsenal. It may save you a lot of hassle when you are still drafting the copies. This may be especially helpful for writers creating various landing copy pages on a regular basis.
Have any more ideas that will help create copy that converts? We would love to hear from you. Drop us an email or connect with us through LinkedIn.
