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Avoid these red flags and get better conversion
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Hi Reader, Why is it so hard to simplify? We want to attract customers. We want to get more sales. More sales, means more revenue (and more profit🤞🏽). Yet, we continue to blast potential buyers with noise. If you're going to read anything this week:Marketing creators are fun to watch. Their website reviews and advertising hot takes are informative. I'm deep in the marketing game too. I see everything in the world like a ticker tape of selling. It's hard not to have my own opinion. I recently compared two brands. I highlighted the difference between good and bad copy. 🚩Too much text 🚩Too much ego (i.e. lots of "We" statements) 🚩Too much insider talk (i.e. jargon and complex words) These red flags are noise. And, noise pushes customers away from your brand and into the arms of another lover. The two brands I looked at were Beehiiv and Ghost. Today, we'll look at new examples. When we're done, I want you to be able to spot messaging that grabs customers. Parachute vs. BrooklinenBoth brands take a different approach to imagery. Which copy approach do you favor? Brooklinen shines because they show a successful outcome. I can smell fresh laundry and imagine soft sheets against my skin. Parachute is simply selling me new product. 🚩No story, no engagement. Take a look at each brand's about page. There's a big difference. Can you spot it? CB2 vs. West ElmBig e-commerce shops often get formulaic. I don't think either does a great job helping me feel connected. Yet, CB2 does a masterful job at using visuals to overcome. Their headline copy gives me the sense their curation will blow me away. I don't need to look any further. Meanwhile, West Elm is a sh*t show. Below the fold, they do a much better job. It's a bummer. Let's ignore the numerous ways to navigate the site. Their collaboration with Marcus Samuelsson is beautiful. But, it makes their partnership the hero—not the customer. You can tell they negotiated every inch of this partnership. Also, why drop a significant collaboration under the banner of a clearance sign? I'm utterly confused. 🚩Too much mental energy required. The OrdinaryThis is the most sterile homepage I've seen today. The Ordinary has a chance to show off how their products help their customers revitalize their skin. Instead, the headline makes their product the hero. Companies should try to sell solutions to customer problems. There's not one reason I need to click "Shop Now." "Clinical Formulations with Integrity." What does that even mean? Who is this copy for, the competition? First impression: The Ordinary has no soul. 🚩Too much insider talk. IliaI can see it. The solution to my skin problem is one click away. The model's skin is amazing but not flawless. This could be me! Bonus: A CTA (call-to-action) that let's me know I can find product to match my skin tone. The 1% for the planet logo is extra goodwill; a cherry on top. Key TakeawaysIf you want to sell more stuff, you need to engage your customer. I love Donald Miller's marketing grunt test. Potential customers need answers to 3 questions to engage with our brands. They need that information within five seconds of seeing our website or marketing materials:
This is only part of the story. But, you'd be surprised how often this isn't clear. Do you know Sey Coffee? I love their coffee. Their website, confusing. If I had more time, I might order a bag off their site instead of driving to Brooklyn from Harlem. The website is frustrating. I'll pass for now. Review these examples. Consider how you present to your customers. Be simple and clear. Cut out the noise. If you want to save time:Test Keak: Testing your ideas is a key part of any marketing program. A/B testing is foundational. I've not tried Keak but a lot of the existing solutions out there are expensive. They're built for enterprise businesses. Google Optimize retired so free A/B testing is a thing of the past. Keak might be your next affordable option. If you want to save money:Hire Soona: As a photographer, I recommend hiring independent creatives whenever possible. Even if your budget is low, partner with someone that's willing to grow with you. But, make sure to pay them as you make more money. If you can't make that work, Soona is a great option. You can build a shoot for as little as $39/photo and $93/video. It's a compelling offer for brands starting their e-commerce journey. I'll see you next week! All my best, |
Marketing, startups and hot takes.
Trying to grow a small business? Looking to scale a startup? Subscribe for access to weekly newsletters with tips and tricks for growing your business. Real talk. Successes and failures. No marketing hacks. No magic bullets. No cap. 🚀 I help businesses grow. 🚀 Join a community of founders, entrepreneurs, and marketers.
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