Joanna Wiebe, Founder and CEO of Copy Hackers & Ryan Engley, Director of Customer Success at Unbounce hosted a lively Unwebinar about writing copy that demands action. Use their pro tips to increase the impact of your landing pages and drive inbound leads.

1. Thank you for joining us!
We’ll be starting in just a few minutes.
Ryan Engley
Ryan is our Director of Customer Success
who along with his team, helps Unbounce
customers boost their conversion rates. He is
our resident webinar host and consummate
office vegan.
Joanna Wiebe
Joanna is a conversion-focused copywriter and the
founder of Copy Hackers, where startups learn to
write copy. As well as maintaining her own
newsletter, she is a contributor to the Unbounce
blog. She once tried to be a vegan; that lasted 19 hrs.
About the Hosts

2. Ryan Engley
Director of Customer Success
Unbounce
@ryan_engley
Join our chat
on Twitter

3. Joanna Wiebe
Founder & Copywriter
CopyHackers.com
@copyhackers
Join our chat
on Twitter

4. Recording and Slides
Will Be Emailed This Week
Join our chat
on Twitter

5. We’ll Talk About…
• 4 copywriting tips you should implement IMMEDIATELY
• Why your brain is your enemy
• How to avoid sounding like a used car salesman… while
still selling like one
• The headline test you should run today

8. Increase your Marketing ROI
Build, Publish, and Test targeted landing pages

9. Get 50% Of
your first 3 months
http://try.unbounce.com/copyhackers

10. FIRST!
FOUR 20-SECOND “AIDA” COPY TIPS
YOU CAN ACT ON IMMEDIATELY

11. 20-Sec Tip #1:
Gain Isn’t as Powerful as LossATTENTION
Generate
more leads
Stop losing
leads

12. 20-Sec Tip #2:
Don’t Summarize Benefits – Be SpecificINTEREST
24/7 Availability!
Our virtual assistants
work when you do
24/7 Availability!
You start work at 6am,
your VA stars work at 6am

13. 20-Sec Tip #3:
“Free” = “No Value”DESIRE
Free Shipping We’ll Pay Your
Shipping

14. 20-Sec Tip #4:
Make Calls to Action Seem EfortlessACTION
Buy
Sign Up
Submit
Get

15. 20-Sec Tip #4:
Make Calls to Action Seem EfortlessACTION
Buy
Sign Up
Submit
Yes, Give Me Access
Bonus

16. = EVIL

17. 453% Lift

18. Your messages don’t come from you, your CEO, the
product marketing team or a writer. They come from…
Visitor Surveys Customer Surveys Interviews Any UGC
• Amazon book reviews
• Blog comments
• YouTube, Facebook
comments
• App Store app reviews
• Forum posts

19. Swiping “VOC data” give(s) you
• Natural, un-marketing phrases
• Access to the vernacular of your prospect
• Non-cliché analogies and similes
• Pain and delighter messages
• Keyword-rich copy
• Sticky, memorable phrases

20. = EVIL
NB: Selling usually feels uncomfortable –
but that doesn’t mean it’s “skeezy”

21. Avoid Raising Flags about Claims (in Short Copy)
51%
paid lift

22. Cushion Claims
“Could this be the best way to solve your
biggest HR challenges?”
vs
“This is the best way to solve your biggest HR
challenges”
{ }

23. = GOOD

24. Your Value Proposition or USP:
What’s unique + highly desirable about
your ofering, brand or org?

26. A/B Testing
(always be testing)
40% lift in clickthrough

27. Unique Highly Desirable Specific Succinct Memorable
The milk
chocolate melts in
your mouth, not in
your hands
X X X X X
Investors earn
better returns,
borrowers pay
better rates
X X X X X
The fastest way to
great customer
support
X X X X X
M&Ms
Lending
Club
Zendesk

28. “But there’s nothing diferent about us”
Product design
Product feature
Business point of view
Employee personalities
Approach to solving X problem
Types of users
Point of origination
Customer focus
Production
Innovation

29. Final Words of Wisdom
Stop trying to impress yourself or your high school
English teacher
Focus 100% of your messages on THEM
Raw words are better than polished
If it feels hard, you’re doing it right 

30. Q&A
Writing for B2B Short vs Long Copy
Headlines Emails

31. How does copywriting difer
in B2B vs B2C situations?
Writing for B2B

32. Is professionalism in writing copy
more important than making it
fun/quirky/personality-driven?
Writing for B2B

33. What’s your take on the age-old
discussion of long vs shor copy?
Are long sales pages really the
highest converting?
Long vs Short Copy

34. How much is too much?
Long vs Short Copy

35. Should working keywords into
your landing page be a priority?
Headlines

36. I’ve heard numbers in headlines
tent to attract interest,
what say you?
Headlines

37. I get the most unsubscribes when
I ofer an email with value,
why is this?
Emails

38. Can you give tips and tricks on
email subject lines too?
Emails

39. How do I “seduce” customers into
opening my emails?
Emails

40. Visit www.CopyHackers.com/unbounce-webinar in the next 5
days to get exclusive freebies + save 25%
Learn the essentials of
writing CRO copy for
short landing pages
Ready to write a long-
form landing page? Get
this ebook!

41. Get 50% Of Your First 3 Months
http://try.unbounce.com/copyhackers