On this week’s Click and Convert podcast, we speak with Nick Usborne copywriting and web writing expert.
Nick has written for some of the world’s best-known brands Citibank, Apple,
Chrysler, MSN.com and New York Times to name just a few, having won 15 rewards for direct response copywriting in his time.
But it’s not just his own writing that is so impressive; Nick is also known for the training courses he gives to other copywriters and businesses looking to improve the quality of content on their websites.
Nick attributes his success to ‘conversational copywriting’, on which he shares his experience and expertise in today’s interview.
Sean and Nick discuss a range of different topics, including:
What exactly is conversational copywriting, and what makes it different to standard copywriting
The main elements of conversational copywriting and why it works so well
How businesses can use conversational copywriting to drive sales, for both long and short form ads, including Google Ads and Facebook Ads- you just need to encourage your audience to click
How anyone can employ these techniques, regardless of their existing copywriting skills and resources and how you can go about developing a conversational voice in your copy
Examples of companies that have successfully used conversational copywriting and conversation in their advertising. It applies to more businesses than you might expect.
The next step for someone looking to understand more about conversational copywriting and how they can use in their own writing.
Looking for more information on conversational copywriting? Visit Nick’s website or take advantage of his free course on conversational copywriting for listeners of the Click and Convert podcast.
In this week’s show we interview Glenn Fisher, founder of AllGoodCopy.com, a free online resource for direct response copywriters and marketers. For over a decade, Glenn has worked with Agora, a multi-million pound international financial publisher and now writes on a freelance basis as well as coaching aspiring copywriters. In this interview, Glen delves into the wisdom behind his recent publication ‘The Art of the Click: How to Harness the Power of Direct-Response Copywriting and Make More Sales’, covering a range of topics including:
What exactly is copy, and the difference between direct and indirect-response copywriting
What experience goes into becoming a successful direct-response copywriter, and why it’s worth taking time to respect your copy- even if you don’t invest in a copywriting specialist
How direct-response copywriting is essential when it comes to the success of Google and Facebook Ads
The importance of reading and researching the entire way through the copywriting process and how getting inside the subject makes writing so much easier
How we can leverage rote learning to learn copywriting
The importance of touching emotions in copywriting to sell products
The four Ps and Us in copywriting and how they help you produce quality copy
The role a headline plays in the efficiency of your ad copy and the other ways you can attract attention to your copy
Why you need to get creative with your use of testimonials in your copy
The importance of giving users and incentive to make the click, and how clarity is vital in your call to action.
Knowing when to stop writing and managing your time.
What exactly is the Zuora platform and how it allows businesses to convert their business into a subscription service.
How the subscription model can be beneficial to businesses and how even big brands, such as Caterpillar, have adopted this subscription model, as well as why certain subscription businesses haven’t been successful in the past.
The key implications on revenue, and what you should be aware of before you embark on the shift towards a subscription business model.
How your audience and SLA should be the key focus of your business model.
Why the four Ps of marketing (Price, Product and Promotion and Place) might not be as important as they used to be.
How the shape of your business and make up of your team will change as you make the shift to a subscription model.
The starting blocks for businesses looking to transition to subscription services and how a subscription model is suitable for every business as we transfer from an ‘asset to access’ mindset.
In this week’s podcast, we spoke to Joris Bryon, co-founder of dexter.agency, the conversion optimisation specialists.
Joris and his team help e-commerce companies increase revenue through a combination of conversion optimisation and A/B testing.
Joris’ recent publication ‘Kill Your Conversion Killers with The Dexter Method™ – A Pragmatic Approach to Conversion Optimization for E-commerce’ passes on his expertise so that you too can kill your conversion killers.
In the interview, Sean and Joris discuss a range of topics, including:
How there’s more to increasing revenue for e-commerce websites than simply increasing traffic- not all traffic is equal.
Why continually redesigning your website might seem like a good idea, but can often be counterproductive.
The red button/green button theory and why the colour isn’t the most important factor in increasing your conversions, but the contrast and the size.
A/B testing might be an essential element of conversion optimisation, but it isn’t the first or most important test, especially for low-level traffic sites.
How often you might expect to find a winning combination when you’re running tests on methods to increase your conversions and how using a process, like the Dexter Method, can be a much more efficient way of testing.
The potential dangers of following ‘best practises’ for e-commerce website optimisation- every site is different. This means that it’s important to find what works for your business, and that directly copying your competitors can be a bad idea.
Getting people to convert can be about psychology. But before going there, there are some typical aspects of your site that should be assessed first, such as accessibility and usability.
How big an impact design has on CRO, and how some elements of your homepage, such as sliders and video backgrounds can do more damage than good to conversion rates.
What is micro-copy and why is it so important? Expedia saw a $12 million profit increase due to one micro change.
An overview of the Dexter Method for CRO and its key steps: collect your data, execute the changes based on this data, test these changes, evaluate the changes, repeat. Joris explains the value of each step in this method.
In this week’s Click and Convert podcast, Sean interviews Christine Nicholson, an author, speaker and consultant who helps businesses change their outcomes, in turn changing the lives of business owners and their families’ lives. In her role as The Profit Fixer, Christine has 25 years’ experience working with small and medium business owners to change how they think about success, teaching them to work smarter instead of harder to achieve their goals and increase their profits.
Christine kindly shared her expertise on how businesses can make the most out of LinkedIn and distinguish their business profile in just an hour each week, without spending a penny on premium features. Her advice touches on:
The importance of client engagement and connecting with the correct people on LinkedIn to ensure that your connections are mutually beneficial.
Why you need to understand your company and what you have to offer, researching competitors and pinpointing your USP before you create your profile.
The difference between your service and its value, but how both are intrinsically linked.
The value of posting and sharing high value content to show your connections and potential clients that you’re a good source of information. They’ll remember what they learned and link it back to you.
It’s not just your connections that are important, but the people they’re connected with, too.
Why automated messages simply won’t work, and how you’ll need to build your messaging machine before you get started.
The importance of consistency to establish your voice as trustworthy and respectful. People don’t want to be manipulated, and mixed messages can give the impression that you’re being dishonest.
If you’re looking for more of Christine’s expertise, be sure to check out her 2017 publication, 5-Minute Financefor advice on understanding numbers in business. Keep an eye out for her new book, What’s Your Profit Scoretm, due to be released in September 2018, that can help you understand how to get more out of your business.
Think you might benefit from Christine’s services? Head to yourprofitscore.com to complete the short questionnaire for a business diagnosis and tips on how to help your business.
LinkedIn – /cnicholson66 – be sure to reference Click and Convert in your request to connect!
In this week’s episode, we spoke to Scott J. Bintz, founder of RealTruck.com and author of Principles to Fortune: Crafting a Culture to Massively Grow a Business. Scott founded e-commerce RealTruck.com in 1997, but after selling the successful business in 2015, he turned his attention to Red Headed Rebel, advising companies on their e-commerce & digital marketing ventures.
Scott used his passion for business to develop the Red Headed Rebel brand further, launching entrepreneurial coffee company RHR Brews and RHRswag.com, a website selling parts for drag race cars.
In this interview, Sean and Scott discuss a number of different topics, including:
How Scott made his transition from his non-business background to e-commerce.
The strategies RealTruck.com used Scott to onboard suppliers to take a risk on e-commerce when they were used to selling in brick and mortar stores.
How ‘the endless pursuit for more’ caused Scott to lose interest in business, and how his interested in dirt track racing and the development of RHRswag.com helped him stay inspired.
The importance of overcoming failure. How testing something, reviewing its impact and making changes accordingly can make a bigger difference than getting it right first time.
The importance of being humble. Scott discusses how transparency and treating people right is the most important advertising method of all, and how he can balance this with running a successful business.
How both new businesses and developed businesses can take heed of Scott’s advice. He says it’s simply a matter of trial and improvement in getting a business to run smoothly.
The importance of nurturing the culture of a business in order that it outlives the CEO, and how Scott has been involved with RealTrucks.com since he sold the business in 2015.
Scott had some incredibly useful insights to share in this interview. If you’d like to know more, or have any further questions, these links may help:
In the podcast, Paul shares some of his industry insight on a range of Cloud-based topics, including:
The typical scenarios Paul finds businesses in when they are struggling with their IT infrastructure, and at what point it becomes economical to hire an IT professional to help them, as well as how a business might choose the right IT support for their needs.
The difference between On Premise and Cloud First IT solutions. Paul covers how Cloud First affects communication methods, and how businesses can remain in control of their apps and data, even after moving to a Cloud First solution.
How businesses with weaker internet connections can still benefit from a Cloud First solution.
How businesses can ensure the security of their Cloud-based data, covering issues such as ransomware, GDPR and 2 Factor Authentication.
The first steps a business should take to adopt the efficient model that Cloud First solutions offer, and how Paul encourages his clients to adopt the new processes that he suggests.
On this week’s podcast we are lucky to have Henry Stuart co-founder & CEO of Visualise – a virtual reality production studio. He is also the author of Virtual Reality Marketing: Using VR To Grow A Brand And Create Impact which is due to be published this October.
Henry began his career in Photography however he soon took his skills to new levels. Henry is now a regular speaker and thought leader in the Virtual Reality sector and has written articles for Wired, BBC, Marketing Magazine, The Financial Times, The Drum and many more.
Some of Henry’s clients are worldwide brands such as Mercedes F1, Harrods, Audi, Samsung, Ray-Ban, O2, BBC.
Today we are talking about Virtual Reality, more specifically, about marketing in VR. According to one study, 74% of consumers find VR ads less intrusive than regular digital marketing, with a 70% same-day-recall rate.
This “new” medium is booming – by 2025, the industry is expected to become bigger than TV. If you are old enough you’ll remember Second Life which was launched in 2003 by Linden Labs.
Testament to the popularity of VR Second Life still exists 15 years on.
In the show we will be covering:
The difference between VR & AR? (augmented reality)
Why VR marketing?
How to choose the right VR experience to market your business?
How do we get our marketing into production?
How do you measure the success of a VR campaign?
Is this an opportunity for many to be first to market?
Data protection and privacy regulations have existed in law for many years, but GDPR seeks to formalise and strengthen some of the existing directives. Whilst there are some new rules and tighter restrictions, some of the impacts of GDPR have been overstated. That said it is set to shake up online marketing.
Although the penalty for breaches are now very severe, you can mitigate your risks by taking positive action now. Many of the world’s leading marketing channels have already prepared for GDPR.
Richard obtained his law degree from the University of Edinburgh in 2006 before going on to achieve a distinction on the LPC at BPP University. Richard supports and advise clients on data protection obligations and offers bespoke training courses in this area.
In the show, we focus on GDPR’s impact on marketing, as this is the area I have received most questions on. We’ll be covering the following topics:
How to collect data under GDPR
Required data protection policies
The difference between data processors and controllers
What is “Consent” and when can you use “Legitimate interest”?
Will it lead to a world of websites full of tick boxes?
The impact on social media marketing & remarketing