The 3-part Framework for Perfectly Clear Copy that Converts
Confusion kills conversions. That’s the hard truth. The harder truth? There’s usually much more that’s confusing about what you do, and who you do it for, than you realize.
I just got off of a Free MindMeld call with an amazing client who offers a technology organization service that’s so good, I’m like TAKE MY MONEY RIGHT NOW! But, when we were discussing her one-page website, and drilling down to specifics, we ran into an all-too-familiar problem.
Her service helps just about ANYONE do EVERYTHING!
From organizing Google Drive files to meal planning, and everything in between. You know how “there’s an app for that”? She knows all the apps for allthethings.
But having so many options is confusing AF for new clients.
They'll land on your page and have no idea what they can do there, because you haven't given them specific ideas.
Which is why we niche - so we can clearly tell newcomers to our website:
Who do I help?
What do I help them do? (Or, what problem do they have that I solve?)
So they can … [get their ideal outcome]
When we answer those three questions, there is no confusion. Just clarity. That ‘aha’ moment when a prospect goes “Oh! I’m that person. I have that problem. I’d love THAT outcome. TAKE MY MONEY.”
So, our first step was to pick one target client to focus on:
Solopreneurs who are...
Losing leads due to disorganized inboxes
Can’t find files when they need them
Chronically losing their headshots in dozens of images folders (yep, that's me)
Feel overwhelmed by overflowing emails, scattered to-do lists, notes and ideas they can never find again…
In short: Their online lives are muddled messes that can be made far more efficient by learning which technology to use to save time and reduce overwhelm (instead of causing it). Cool, right?
To bring this message into Crystal-Clarity, I shared with her my 3-Part framework that I use for almost every piece of copy I write.
For home page headlines and subtitles
For Youtube video titles
For blog post titles
For program titles
For bullet points
Essentially, it’s the formula of a Value Proposition:
Who is this for?
What does it help them do immediately?
So they can do what?
Yeah, it’s the same three questions I stated above. These three questions are central to niching, vital for clarity, and the heart of conversion copy.
Here’s how to use this Value Framework:
Let’s take our Solopreneur from the description above and create a blog post title. I’ve color-coded the three parts so you can pick them out easier.
Solopreneurs: Organize your inbox in 10 minutesso you never lose another lead
Here’s how I might write this for a Freebie Opt-In CTA, or even a lead generating email:
Keep losing leads in a sea of newsletters?
Get my solopreneurinbox hacks to keep track of prospects, clients and past clients (and look like a total pro who never drops a ball)
I love using this format for sub-headers - the smaller text that usually goes under the giant HEADER COPY that clarifies it. For example:
Organize Your Online Office
Simple tech-hacksfor solopreneurs, so you never drop a ball, lose a lead, or lose your mind
Now when her ideal client lands on her home page, they’ll immediately see what they can do here and why they need it. Who here lives in FEAR of dropping a ball or losing a client email? I know I do. And losing my mind? Well, if she can help with that too…
TAKE MY MONEY.
Okay, that’s it. Answer those three questions any time you’re trying to title something, or even create a new program, and you’ve got 80% of conversion copy licked.