My CXL Institute CRO Mini Degree-Course Review (Part 2 of 12)

This is my 2nd of 12 blog post review of the CXL Institute’s CRO MiniDegree course.

For this week, I’ve reviewed the Introduction to Conversion Copywriting course as taught by CXL Founder Peep Laja.

The depth of information on this course has been really phenomenal. The course starts off by going through the foundations of copywriting and sharing the essentials for anyone who wants to start off with the proper foundation.

And by far, this week has been the most exciting for me since copywriting is an essential part of marketing. Written words are powerful as it can convey emotions and can prompt the reader to do something. And I feel that every marketer should really dive in and take the time to study copywriting.

Introduction to Conversion Copywriting

Copywriting is more than just collection of words in a sentence, as for me, it is simply delivering value and prompting the reader to take action and converting (it depends whether it’s a sign-up or a purchase)

The course starts off with a quote from one of my Advertising and Marketing heroes - David Ogilvy, considered to be one of the best copywriters in the world during his time. And his work has remained a benchmark in advertising and marketing. So I guess, it makes sense that course students will be introduced to his concepts early on.

The course provides a simple six steps process for effective copywriting :

  1. Research - The Customer, Product, and Competiton

  2. Create an outline and guideposts

  3. Draft a copy

  4. Conversion Boost

  5. Revise, Rearrange

  6. Test Your Copy

And here’s an overview of what you can learn from each of the 6 steps

Research - The Customer, Product, and Competiton

Three words to summarise this step - Do Your Homework.

Understanding Your Customer

Prior to anything being implemented in a marketing campaign, it is essential that one should study and understand the customer. By focusing on learning what their needs are, how they talk, their interests and how to solve their pain points, a copywriter will be able to craft words that speak to the target audience that will compel them to take action.

Study Your Competition

Know who your competitors are, their products, their branding, and what their value proposition is. By doing a deep dive understanding of your industry competition, you will be able to craft marketing messages that will help your business stand out and position your company better than other competitors.

Get Out of the Office

There is no better way to understand your customers than simply talking to them first hand. I mean, theories are good but unless you get to hear what your customers are saying and how they feel about your product, and what language they use, it may be difficult to convince them to buy your product if you have

Create An Outline and Guideposts

Having a structure when writing anything helps. In copywriting, it is no different. By having an outline for your copy, provides a systematic and faster way to hone your messaging.

In the course, they have provided a guide for Homepage Copy and Product Page Copy Outline.

For the homepage: I have provided just the basic guide for both pages.

  • Headline:

  • Sub-headline or a two-to-three sentence paragraph

  • Bullet points:

For the product page:

  1. Name of the product.

  2. Value proposition

  3. Specific and clear overview of what the product does

  4. What’s the pain that it solves?

  5. List of everything in the product

  6. Technical information:

  7. Objection handling

  8. Bonuses

  9. Money-back guarantee (+ return policy).

  10. Price.

  11. Call to action.

  12. Expectation setting

There is so much information to explain that needs a blog post so I have just provided the core so you can understand. If you want more information, you need up to the course (wink)

Draft a Copy

Once all the steps above have been completed, it is now to sit down and write.

And one of the things that are constantly reminded is to have clarity with words being used. As much as possible, try to avoid using jargon or complicated fancy worlds. In most cases, these types of words generally turn off readers and customers.

I mean, nobody wants to read a text that only the author understands right?

Just use words that your customers will relate to.

Conversion Boost

And once the copy has been written - it is time to check and add conversion boost. As you may know, the goal of every website copy is to convert and prompt the reader to take action (sign-up, purchase) And as mentioned in the course, there are a couple of things that you can add to further improve the copy for conversions

Optimize for the following:

  • Clarity

  • Information

  • Persuasion Boost

Revise and Rearrange

Once the copy has been written, it is best to really go back and review how each word works, how each sentence works together, and lastly check your spelling and grammar. Doing copy rewrites is a great way to further optimize your messaging. There is always room for improvement.

Test Your Copy

Obviously this is a no-brainer, the best way, and the only way to find out if your copy works is to use A/B testing and see which version of the copy gets more engagement.

Just test different versions and see what works best for your customers.

My overall thoughts for the week.

One of the things I’ve noticed in the Intro to Conversion Copywriting is the emphasis on “Clarity” which is a must when communication values. And it should be. Clarity and the ability to communicate clearly is key in converting.

Obviously, I really love the flow of the whole course. Anyone who wants to improve their copywriting skills, and have a proper understanding of the framework will really benefit from this course. And copywriting is used in every available medium right now from website copy to social media posts. It is a skill that all marketers need to understand and master.

For my 3rd post, I’ll be focusing on Product Messaging, People & Psychology and so much more. Please subscribe if you want to get instant notifications when I publish new articles.