I write high-converting copy using a proprietary process based on studies in human decision-making.
A conversion copywriter uses data to develop hypotheses for how to move people to yes while designing messages accordingly.
When considering clients for projects I list my conversion copywriting process (The Offord Conversion Sequence) as follows:
Research and Discovery
Research
You’ll provide data to include:
- Tell me the # 1 KPI for your project
- Voice of customer data
- Reviews
- Surveys
- Heatmaps and scrollmaps
- Website & Email Analytics reporting
Discovery
- Target market and segments
- Personas
- Business challenges, like product-market fit
- History of testing and optimization
- Ecosystem-where the product lived
- History of testing and optimization
Writing & Wireframing
Writing
- Develop a hypothesis
- Develop a “big idea” to help you make a convincing argument
- Develop and refine a messaging hierarchy
- Determine starting stage of awareness
- Identify ideal ending stage of awareness and associated goal /CTA
- Determine hook
- Select framework (e.g., PAS, AIDA, PPPP)
Wireframing (Low-fi)
I AM NOT A VISUAL OR GRAPHIC DESIGNER BUT…
…Using Balsamiq I’ll keep things stripped down – with a focus on UI and layout
GOAL: Preserve and enhance the layout of your doc to make it easy for your clients’ team to review your copy.
Testing & Validation
- A/B Test
- 5 Second Test
- UserTesting.com
Because copy is your online salesperson, you’ll see insta-results faster than you would with almost any other optimization tool you can deploy.
Rush your email today to discuss your copy needs.
Email: contact@carloffordcopywriter.com
