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T&C 2020: 5 Steps To Writing Emails And Sales Pages That Get The Right People To Open, Click, and Buy In 2021

by Christina Hooper.
Last Updated on May 8, 2022

This article is part of a series breaking down the top takeaways from the key speakers at T&C 2020.

What Was This Session All About?

Jennifer breaks down emails and sales pages with a goal of getting more of the right people to open email, click links, and ultimately buy what you're selling. She focused primarily on writing better copy.

She taught how to get more sales without sounds salesy or pushy and get people to be excited to work with you.

Who is Jennifer Hudye?

She is the CEO and Founder of Conscious Copy & Co.

You can read her full story on her website, but here's the top takeaways:

  1. She's a badass at writing copy.
  2. She's worked with some household names and big companies to do some cool things with content.
  3. She co-led the “The World’s Greatest Copywriting Panel” at the Genius Network Annual Event in 2019 with legendary copywriters.
  4. "Her vision is to help 100,000 entrepreneurs communicate their vision and message to the world through the Conscious Copy Method & Vivid Vision Process by the year 2030. Because she believes that entrepreneurs are the real superheroes that are going to help transform the world."

What We Learned

She defined conscious copy as "written words that sell with integrity and authenticity"

We learned 5 steps, or copy tools, to help you get clear on your messaging. These are not brand new ideas — they've been around for a while, but she's helping us take these tried-and-true methods and apply them to our businesses.

#1. Capture Attention

If you want to get the right people to open, click, and buy, then you need to get and keep attention. The internet is noisy and attention is limited and in high demand.

According to research, the average attention span in 2000 was 12 seconds and it decreased to 8.25 seconds by 2015. In contrast, a goldfish has a 9 second attention span.

Your email subject lines or sales page headlines should get their attention, but shouldn't tell them everything. One of her mentors said if you had a dollar, 80 cents should be spent on the headline. 5x more people see the headline than the content.

Your headlines should address the right audience, in the the right place, at the right time.

She has a few tricks for writing better subject lines and headlines:

  • Ask a Question
  • How to [Eliminate Pain] without [More Pain]

#2. Create Interest

Once you have their attention, you have to keep their attention. You need to be entertaining, engaging, or useful to keep their attention and keep them reading.

One of her favorite tools for creating interest is to tell a story.

She shared an example from a client she worked with — Dr. Roseann. Instead of trying to write that up for you, you can watch the 14-minute video interview with her on Jennifer's YouTube right here: https://youtu.be/sLK3nLLrNPk

#3. Clarify Benefits

Once you've captured attention and created interest, you have to tell them where they're going to go and how that will benefit them. Jennifer's friend Lisa Sasevich says "Sell the destination, not the airplane." You're helping them understand why they should care.

If we're just talking about all the things we're giving them, they will feel overwhelmed and confused.

Tell the story of the destination — what will their life look like after working with you? To highlight your benefits, you can...

  • List your features — what your service is.
  • List the advantages — what it does.
  • List the benefits —the positive experience your client will enjoy as a result of working with you.

Once you have that outlined, you can weave it into a story. One of her favorite phrases she likes to use to convey this is "... so you can ..."

That phrase is a simple way to clarify benefits.

She has a good article on her blog that deep dives this more: Are You Making This Costly Mistake With Your Offer?

#4. Credibility and Trust

If you want people to take action, you have to build credibility and trust — answer the question "can I trust you?"

They need to know:

  • They can trust you.
  • They can trust your process.
  • They can trust that it will work for them.

When you go on Amazon, one of the first things you look for is reviews and rating. Most people won't make a purchase until they are confident that you're solution is the right one for them.

Testimonials, reviews, case studies, and before/afters are some of the best ways to build trust and credibility.

#5. Call to Action

You want to be clear what the next step is that you want them to take. You will train them to take action with a clear step to move things forward.

It's important to remember the difference between pressure and tension. You don't want to be pushy or salesy — if you've done your job on the other steps, they will want to move forward.

  • Pressure is a physical force applied from the outside that doesn't feel good and will come off as pushy or salesy.
  • Tension comes from within and involves being stretched to do something and take action.

You'll also want to build a sense of urgency — why should they take action now?

She told the story of the Jam Study, which you can read about on this page if you're interested. Basically, it just determined that consumers prefer few choices and get paralyzed when they face too many.

A great call to action:

  • has a clear benefit
  • uses action-driven text
  • is short in length
  • creates a sense of urgency

What Do You Think?

If you watched her presentation and T&C or you've been in Jennifer's space consuming content or reading her books, I want to know what you think.

Leave a comment below and share your story of using her techniques to grow your business.

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