Joanna Wiebe - Money Words

Transcript

1. Joanna Wiebe copyhackers.com Money Words Two words to use - and 3 to avoid - when you’re trying to get visitors to act, get trial users to buy and generally make mo’ money.
2. Make Money Lose Money
3. Are words actually even powerful?
4. Which of these is 4.6x more likely to get support for insurance coverage?
5. Infertility disability Infertility condition Which of these is 4.6x more likely to get support for insurance coverage?
6. “The Community Game” vs “The Wall Street Game” Which of these is most likely to result in twice the cooperation among players?
7. “plant medicine” vs “drugs” Which of these is most likely to result in legalization of marijuana?
8. Which of these is most likely to result in fewer hotel bookings?
9. Make Money Lose Money The right words can help you The wrong words can make you
10. “Lose Money” Words
11. Lose Money Word #1
12. You’ve heard… • If a price is big - like $2500 - use a smaller font to express it… like $2500 • Use “just below” prices instead of round prices (so $9.97 not $10.00) • To raise ARPU, lead with the most expensive tier • To get more users, leads with the least expensive tier • When using tiered discounts, minimize increments between thresholds
13. But what about the very fact that SaaS is dedicating an entire page to talking about the money users are going to lose?
14. Why do we have to fixate on “pricing” like this?
16. (Without an “ROI” page in your nav to balance “Pricing” out.)
17. “Pay” Lose Money Word #1
18. Strike from your copy any word that suggests a user’s bank account is about to empty instead of fill. THE DEPLETION OF ASSETS SWEEP
19. Pay Money $ / € / £ Buy Cost Price Fee Spend
20. To reduce the pressure to use your product, you should avoid emphasizing prices.
21. Your users need to find your prices. You just shouldn’t create the perception that you are a cost centre. TO BE CLEAR THOUGH:
23. 21% of the words in this hero turn the product into a cost centre… There are 14 words in this hero section, CTAs aside. A “depletion of assets” word appears 3 times.
24. ALSOOOOO… You don’t need the word “pricing” to appear in your pricing page H1.
28. Lose Money Word #2
29. A B
30. “And” Lose Money Word #2
31. Every time you use “and,” you lose a conversion.
32. Interference. The ability to recall info is hindered by exposure to other info.
33. X feature does Y. Classic Interference Study
34. “What does X feature do?” Classic Interference Study
35. X feature does Y. X feature does Z. Classic Interference Study
36. “What does X feature do?” Classic Interference Study
37. A SIMPLE MESSAGE IS MORE POWERFUL THAN A COMPLEX MESSAGE. THIS IS ABOUT EMPATHY. We can fully hold one idea in our heads at a time.
38. When you use “and,” “or,” etc, it’s easy to lose sight of the purpose of the message. And of the product. And of the company.
40. Have the discipline to choose one thing for your poor, overworked and tired prospect to be *allowed* to focus on.
42. The right word for the wrong action. Lose Money Word #3
43. Which of these is easier to understand?
44. Which resulted in more wood left in the park?
45. This is easier to process. So I can consider it (and disagree with it) easily. This is harder to process. So I don’t even bother trying to argue with it.
46. Depending on what you want users to do or not to do, sometimes your message should be harder to read / process.
47. Consider the actions you don’t want people to take in your product. → Cancel account → Pause account → Downgrade account → Delete team members → Delete critical data (e.g., subscribers in email platform) → Stop using sticky features (e.g., remove integrations)
48. You don’t have to hide those actions. Just make the words weird.
49. Cancel account Don’t remain
51. Which option do you think 
 Asana wants you to choose?
52. Which option is easiest to understand fast?
53. And now?
54. “Make Money” Words
55. Make Money Word #1
56. “People don’t care about you. They only care about themselves.” Neville Medhora
57. Read this and tell me when you start to care.
58. And now?
59. Make Money Word #1 “You”
60. A good trick we teach new copywriters is to rewrite every line with “you” at the start.
61. Why does this work so well? The You Rule (Self-Referencing) Persuasion Technique:
62. ✔ Enhances consumer involvement (2017) ✔ Enhances brand attitude (2017) ✔ Increases engagement with direct response (2016) ✔ Increases message recall (multiple) SELF-REFERENCING, WITH COPY LIKE “YOU”
63. Although very product focused, Apple is great at “you.”
65. NOT BUT
66. NOT BUT
67. In experiments, “you” / self- referencing copy performs best with positive messages. *
68. Make Money Word #2 “_ _ _ _ _ _”
69. “(Whatever Words Your Reader Keeps Using)”
70. Why does this work so well? Word Mirrors Persuasion Technique:
71. I spend about 20 hrs making notes as I watch sales call / demo replays…
73. We organize the VOC across the course of multiple sales calls, as prospects move from low awareness toward the point of closing.
74. And then we write email automations using their words.
77. “When [NAME] commits 1000 lines right before the weekend [when no one will prioritize reviewing it] and it dies on the vine.” “It’s hard to know who the bottleneck is” “what’s going on under the hood” LISTEN FOR THEIR PAINS LISTEN FOR THEIR JARGON
78. The most convincing copy isn’t waiting in ChatGPT or in your head. It is waiting in the heart and mind of your customer.
79. → You → Their words → Pay → And → Right word for wrong action Make Money Lose Money The right words can help you The wrong words can make you
80. Joanna Wiebe copyhackers.com @copyhackers