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
- Couples Workshop
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: