Superfantastik

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Michael Antonicelli on LinkedIn: #copywriting #cro #growth I journal every day. Every day I see this CTA to purchase premium on my journaling app, Journey: “You are using the free version of Journey. Tap to learn…

Michael Antonicelli on LinkedIn: #digitalmarketing #websites #marketing What key pieces of information do you need before you start writing a web page? Here's my take after 5.5 years writing webpages and landing pages 👇 If…

Michael Antonicelli on LinkedIn: #emailmarketing #saas #digitalmarketing Let’s talk about this SaaS reactivation email subject line from Zoom: “Are you ghosting us? Reactivate today" I’ll give you the copywriter perspective: 👍…

Michael Antonicelli on LinkedIn: #branding #digitalmarketing #advertisingandmarketing We hear it all the time: People buy from people, not companies. This refreshing ‘direct mail’ came from kids looking to earn money shoveling their neighbors'…

Here’s a tip to quickly gain clarity on your product or service messaging... 👇

Start with the customer.

When I take on a new client, they usually have trouble with their messaging.

And that problem extends to me as well — it’s hard to understand what they do because their messaging isn’t conveying their offering or value well.

After all, that’s why they’ve hired me.

So to ramp up my understanding fast, I start with their customer case studies (if they have them) or customer reviews: sites like G2, or Amazon, Reddit, Quora, etc.

And if none of those exist, I look at competitor’s customers.

Why? Customers understand best how they’ve used the product/service to solve their problem — and how you solve that problem is ultimately what you’re trying to convey.

When it comes to brand voice, so many marketers rely on the “I’ll know it when I see it” approach.

Why?

Because brand voice is not JUST the 'sound'. It’s the feeling.

Which makes it easy to see when it’s wrong. But also harder to intentionally get right.

You see, tone and voice is more than just the words used. It’s the rhythm of the sentence length, the selected use of punctuation, the layout, and the structure.

But if you want to make a big impact right away, here’s what you can do in your editing (and warning - it’s reliable but a bit of manual work):

💥 Add a voice/tone pass to your editing 💥

First, refer to your brand voice guidelines—and if your organization cares about their brand voice, it’s time to make one.

Let’s say your brand voice personality is inspirational, humorous, and witty.

Then, when editing, step through each sentence and ask,

'Is this sentence inspirational, humorous, and witty?'

Maybe it’s humorous and witty, but not slightly negative — that wouldn’t be inspiring and fit the brand.

Do this for each sentence. Then take a look at the piece as a whole. Does the overall message align with your brand's personality?

In the end, a strong, consistent brand voice builds trust and connection with your audience. And that makes the effort worthwhile.

Copywriting builds a business.

And Copyhackers defined the role for the digital age: The conversion copywriter.

Look under 'website conversion copywriters' to find Michael from Superfantastik on this list

Copywriters you can hire to increase your conversions in 2022. Trying to find copywriters? Here's a short list in our NEW post.

The truth is some businesses do absolutely fine without any marketing at all.

Referrals, conferences or trade shows sustain them.

In fact, not 'wasting' any money in marketing is a badge of honor.

Until the day they want to grow or their well dries up.

What do you need to define for your audience?

This article about the USA team qualifying match mentions early on that the World Cup is every four years.

As shocking as that is for my international friends, it was needed for our lack of World Cup knowledge.

If you’re going to use a photograph of people on your homepage hero, do you use:

A. Your happy customer
B. Your happy team (or just you)
C. A happy stock photo person

Here's a quick guide:

- Solo: Use your photo
- SMB: You could use your team.
- Large B2C: Customers or stock
- Large B2B: Same as above B2C but not photos of your client in work uniforms