How to Write Copy That Turns Website Visitors Into Customers with Marie Forleo

Today, I’m going to review the lessons that Marie Forleo teaches us in her video, Marketing Strategy: How to Write Copy That Turns Website Visitors Into Customers. She gives some great gems that all copywriters should be following.

It is always a good idea to look to other copywriters and more successful people for tips on how to improve your own writing practices.

Peanut butter is one of those things that gets the mind going in one of those directions.

These tweaks will help you connect better with your target market. She answers a question from Dr. Cheryl.

“Hi Everyone, I created my site 15 years ago without the help of this program. Marie goes over the website and critiques it in this video.

The Spotlight Method (1:34)

In business, the spotlight can either be on you or your customers. If the spotlight is on you, it is highlighting your passions, your goals and your cleverness.

When you shift the spotlight to your customers, you focus in on their aspirations, their goals, their passion. Your focus then becomes the people that you serve.

Most people get this wrong especially when it comes to our writing. In business, we know that our customers want to feel seen, heard and acknowledged.

Dr. Cheryl’s Website Example (2:37)

As you can see, Dr. Cheryl has a beautiful, clean website. The header reads, “Dr. Cheryl is the go-to Modern Day guru of mindful loving.” The problem with this header is that it is about Dr. Cheryl. It is missing a hook for the website visitor. If they’re coming to this website, most likely the visitor is looking for help with their relationship, not a mindful guru.

Most people don’t even know what a mindful guru is! Let alone how one would help with relationships.

So, how do we fix this?

Change the Header to Be Customer Focused (3:22)

Using the Spotlight method, we can write some new headlines that are more customer focused. Here are some ideas:

  • Need Relationship Help? Let me help you get your love back on track.
  • Get the Passionate Playful Relationship You Want. I’ll Show You How.
  • Relationship in Trouble? Let’s get your Love Life Back On Track.

You can see how these are more customer focused than Dr. Cheryl focused. If you landed on the page now, you would feel more like Dr. Cheryl understands and wants to help.

What are some other areas that can be customer focused?

The Navigation (4:26)

The navigation bar is another area where you can focus in on the customer. Many people may not even think about this.

The current navigation has “What I have to Share,” which is all about Cheryl and not about the customer’s problems. A simpler navigation inspired by the Spotlight method will include

  1. About
  2. Services
  3. Couples Workshop
  4. Resources
  5. Connect

These are all simple things that the customer might be looking for when they land on her website. Services, Resources, Connecting are all clear, customer focused language.

Having a navigation bar will put the focus on the customer rather than you. :

How Can You Bring the Spotlight on to Your Customers? (7:23)

The last part of the video, Marie engages her audience. She asks, “What is one piece of copy on your website where you can use the Spotlight method?”

She also leaves us with a promotion for her program at http://thecopycure.com.

Remember, Stay on your game and keep going for your dreams!

Watch the whole video here:

Comments 6

  • Hi! I agree with you. This slight shift in the words we use turning the spotlight to our customers can be a complete game changer. We serve our niche and seek to help our customers. So we should be aware of that small but important difference. I get the point here is to constantly think in what our customer is looking for and address it in words that invite him to stay on our site. Thank you very much for offering this approach!

  • Wow! I think a lightbulb just went on in my head. And it’s shining brightly! 
    The spotlight method is genius and I can already think of many ways I can turn my copy around with it. After all, it really IS all about helping the READERS, and not showcasing yourself.

     Marie’s explanations and tips are well-spoken and easy to understand, thank you for reviewing her lessons! 
    I loved the changes she suggested and could feel the difference from a customer’s perspective.

  • This is a great article, I’ve enjoyed reading it and learned so much. 

    The videos which are set to a specific relevant time stamp is very helpfull

    I have a question though, five items for the menu, is it a maximum number? Would it be OK to put there 7 or 8 links or should I make it as a sub-menu thing?

  • Captivating Copywriting is all about the message to a target market always towards the people you want to send the message whether in different forms like a hard sell, subliminal suggestions, Yes I agree in order to get the attention of the reader or the customers because that is what matters. Take good care of your followers or patrons, those who follow you and it will be easily popular. Human nature is all about himself and for himself and about himself. That is the guideline of copywriting, it includes content which is responsive, reliable and relevant.

  • This is some solid piece of advice… After all, every single business, either offline or online exists for serving specific needs of specific people.

    I haven’t yet created a main landing page for my online business (I have a blogroll as my landing page) but I have to start getting down to it.

    Thanks for the tips, they will prove helpful for sure!

  • Hi

    This is a pretty helpful video instruction that I was looking for.

    I also have a website(of course it has launched to help peoples) but still having problems in writing headlines and placing navigations of my website – in the way of how to engage more customers to stay on my website.

    I’ve researched a lot for that, but No clue so far.

    Your article made my day! I am now able to set a goal about how to write my headline(Customer-Focused) and how to place my navigations as well!

    Thanks for the post.

    All the best,

    Eli

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