Marketing Strategy: How To Write Copy That Turns Website Visitors Into Customers


Peanut butter is one things that gets the
mind going in interesting directions. Hey, there. It’s Marie Forleo and you are watching MarieTV,
the place to be to create a business and a life that you love. Now, if you’re looking for some small tweaks
that you can make to help you connect more powerfully with your customers, this is the
episode for you. Today’s question comes from Dr. Cheryl,
a clinical psychologist and couples therapist who is also a member of B-School and The Copy
Cure. Now, I was cruising through the member comments
when I found Dr. Cheryl’s question and I thought it was the perfect opportunity for
some copywriting before and after. Dr. Cheryl wrote: “Hi, everyone. I created my site 15 months ago without the
benefit of this program. I love the design of my site. I wanted it uncluttered, welcoming, and not
overwhelming. But I know I need some changes. Any constructive thoughts?” Now, you guys know me. Of course I had some thoughts, which I’m
going to share with you in a moment, but here’s what’s really great for you. These ideas are applicable to virtually anyone
who uses words for their job or their business. And they’re all based on a subtle but important
shift that instantly helps you connect better with your audience and likely increase business. It’s called the spotlight method and it’s
based on one simple idea. In business the spotlight can either be on
you or your customers. Meaning if the spotlight’s on you, the focus
of your words is likely on your passion, your cleverness, and your goals. However, when you shift that spotlight over
to your customer, the focus of your words is on the people you serve: their problems,
their aspirations, and their goals. Now, unfortunately most of us get this wrong,
especially when it comes to our writing. Generally speaking, we all shine way too much
of that spotlight on ourselves and not enough spotlight on our customers. But in business we know our customers want
to feel seen and heard and acknowledged. So an easy way to do that is to make sure
you’re putting them in the spotlight, and that’s what I’m gonna show you how to
do. So we’re gonna walk through a few specific
changes we can make on Dr. Cheryl’s site so you can see what I mean. So, as you can see, Dr. Cheryl was right. She has a beautiful, clean, modern, uncluttered
website, which is great. And she has a big, bold header when you first
land on her site. This headline reads: “Dr. Cheryl is the
go-to modern day guru of mindful loving.” Now, from a spotlight perspective, here’s
the problem. This headline is about Dr. Cheryl, but it
doesn’t really contain a benefit or a hook for her visitor, who’s likely on the site
because they need some serious relationship help. I mean, maybe they’re on the brink of divorce,
maybe they’re feeling shameful or broken or embarrassed or at the end of their rope. The point is, if they’re coming to this
website they’re probably saying, “I need help with my relationship.” They’re probably not saying, “I need a
mindful, loving guru.” And I told Dr. Cheryl this: I don’t even know
what a mindful loving guru is. I mean, of course I can guess, but the fact
that we as a visitor have to decode that makes us work just a little bit too hard. And that tells us the copy is about Dr. Cheryl,
not about her customer. So you might be asking, what’s the fix? Well, using the spotlight method we can write
some new headlines that are more customer-focused. Now, these aren’t perfect, but they get
us moving in the right direction. First up: “Need relationship help? Let me help you get your love back on track.” Or we can try this one: “Get the passionate,
playful relationship you want. I’ll show you how.” Or how about this one: “Relationship in
trouble? Let’s get your love life back on track.” Instantly we see how these headlines are more
customer-focused than Dr. Cheryl-focused. Right? I mean, if we have relationship trouble and
we land on this page, we’re much more likely to feel like Dr. Cheryl understands us, she
empathizes with where we’re at right now, and she wants to help. Okay, so let’s move on. Another place we can make some customer-focused
spotlight method improvements is the navigation. So let’s look at our current navigation. We see “About Mindful Loving, About Cheryl,
What I Have to Share, Blog, News and Events, and Connect.” So while “About Mindful Loving” and “About
Cheryl” aren’t so bad, this “What I Have to Share” is really about her. So what would happen if we rethought this
navigation from our customer’s point of view? If we really shifted that spotlight? So think about it. What is your customer looking for? How can we help her find what exactly she
wants to find using words that are simple and clear and customer-focused? I took a stab at a simpler navigation inspired
by the spotlight method and here’s what I came up with. Simpler, right? So first up, I’m starting with “About,”
since that’s something we all understand and look for. And under “About” if we want we can put
a dropdown that talks about “About Dr. Cheryl,” then maybe “About the Methodology,” and
if she has them perhaps testimonials from couples she’s helped. Next I put the word “Services,” which
is also customer-focused. It’s something people who want to hire a
therapist are probably looking for. Again, we can easily add a dropdown for In-Person
Therapy or Virtual Therapy if she offers multiple services. Next up you’ll see I put “Couples Workshops.” Once again, customer-focused language. Then I thought about a word like “Resources,”
which is simple and clear copy that speaks to what her customer might be looking for. Now, there we also might want to consider
a dropdown and list simple subcategories like Blog or that’s where she can put Upcoming
Events, Books, DVDs, or Audio Programs if she has them. And then finally we’re ending with “Contact,”
which is much more clear and customer-focused than “Connect.” I want you to remember this: when it comes
to effective copywriting, especially for your navigation, clear and customer-focused beats
clever or cute every day of the week. So those are just a few simple shifts inspired
by the spotlight method that can help put more of the focus on Cheryl’s customer instead
of her. Hopefully you can see how this one subtle
shift in your focus can help you write better, more customer-centric copy – thereby allowing
you to create a stronger connection with your audience. Now, if you enjoyed this and you want to learn
even more ways to improve your copywriting, go check out TheCopyCure.com. It is a phenomenal writing course that teaches
you how to write copy that makes your audience feel seen and heard and understood, which
is the most important and overlooked aspect of a meaningful and profitable business. And if you ever forget, remember this Tweetable. The secret to a meaningful, profitable business
is putting the spotlight on your customers, not on you. Now I would love to hear from you. What’s one piece of copy on your website
that you can use the spotlight method on to shift the focus away from you and onto your
customers? Take a stab at changing it and give us the
before and after in the comments below. Now, as always, the best conversations happen
over at MarieForleo.com, so go there and leave a comment now. Once you’re there, be sure to subscribe
to our email list and become an MF Insider. You’ll get instant access to a powerful
audio training called How To Get Anything You Want. You’ll also get some exclusive content and
special giveaways and personal updates from me that I don’t share anywhere else. Stay on your game and keep going for your
dreams because the world needs that special gift that only you have. Thank you so much for watching and I’ll
catch you next time on MarieTV. Ready to find your voice and sell with heart? We’ll show you how. Get started now with our free writing class
at TheCopyCure.com. Side effects include enlarged profits. Just a little bit more, baby. I can rock it to you. Before I continue my most meaningful work. I needed to say that like that so it would
come out nice and clear. How loose is your goose? How funky is…? Do they do like this? Patchoocheese, patchouli.

100 Replies to “Marketing Strategy: How To Write Copy That Turns Website Visitors Into Customers”

  1. Thank you so much! The minute I needed it, your great advice comes out of the blue 😘 Keep being so cheerfully beautiful. Love your style!

  2. Thank you so much! It's simple and very valuable advice! Need to work with my website and put customer on spotlight 🙂

  3. It's also highly unlikely that her site will be found by anyone because no-one is going to be searching for a "mindful guru".

  4. This is really useful. I am going to use the spotlight method on every page of my website

    www.bustsandsculpture.com

  5. Thank You I been looking at a lot of adds on the Internet Trying to learn what they tick, Thank You For the video great information. I am going to think about how to word it.

  6. ohhhh love that outfit……….and im a black guy crushing on a white woman…………hmmmmmmmmmmmmmmmmm yummy

  7. i like the content of this video and it is simple advice. This video reinforces that our customers is top priority. Our copies should carter to their problems, their aspirations and their goals.

  8. How can we write great content which increases conversions? Every content writing video we see just goes on about keywords and is too SEO orientated. We already rank #1 on google.

  9. these are really great points and advice.

    but i have 2 comments to add to what you're saying.
    1. yes, very important to turn the attention on the audience, but, as even in your examples, once the audience's problem is addressed, you then need to talk to how your service or product alleviates that problem. this is the way it should be, just thought you might want to say it more directly…shine the spotlight on their problem/desire, then answer it with your solution.

    2. one of the copy/headline style you use as good examples here are actually something i try to avoid at all costs…you start with a yes/no question which means you immediately lose everyone that answers NO to the question. your second example there was great though.

  10. make the subjected matter about the targeted than yourself. such as in the intention of selling perfume to comes, "Want to be approached with mentality of feminine or manlihood aroma and perspective of professional dear to inspire people around you, try variety our great perfumes to add your unique touch of approaching people into your initiate to meeting people and make business and personal life easier for people to see the uniqueness of you.

  11. This is so great! How would you apply this to writing a bio or, do you have a video already that talks about writing a great bio? I am actress and playwright. I am about to start submitting my play to big festivals and contests. All of them are asking for a BIO. For some reason this is really daunting. Thanks in advance

  12. How about shift that spotlight over to the interaction, the communication between the supplier and the customer, build a new communication way for the both sides of the business, the supplier needs strategy, the customer needs strategy too.

  13. I never comment on YouTube but I had to thank you for the the copy cure info and for being inspirational!

  14. I guarantee that this will soon become your most-used “secret weapon” for writing killer copy! https://bit.ly/2KoRK88

  15. If you're looking for new clients, check out www.GUAVABEAN.com 's FB group 🙂 They post new jobs everyday and it's 100% free 🙂

  16. Thank you for the video. Very nicely done and refreshing to listen to. Also, great advice and I will implement it.
    Janis
    www.shorelineornamentaliron.com

  17. Sunny mentioned you on her show and you are everything she promised. Thank you! Now I will transform my website!

  18. This is my first time watching your video. Really loved your presentation style. You got a new Sub here, love. Best wishes.

  19. Words that are not normally used are great for getting attention. I like the word “illegal.” Check this out. https://www.youtube.com/watch?v=6EMMNeMCnZU&t=10s

  20. Wow! When you were reviewing this website I saw myself in the titles. Everything in the website is around ME! "Who I am", "Working with me", and the first sentence is about MY methodology. Can't wait to change everything!! =D

  21. Great information! It's important for web copy to be updated regularly with fresh, relevant content as well. Creating and keeping updated a professional blog is the best way to accomplish this. More info here: https://mostforyourmarketing.com/increase-reach-home-care-marketing-ideas-blogs/

  22. Nice video! I think it is a good exercise to identify how big companies apply this in practice.

    For instance, I would say Apple does only 15% of customer focused copy writing, and the rest is actually product focused. You get a lot of "The brightest and most beautiful retina display ever. Fastest performance with the A12 bionic." and sometimes, more in the middle and end of pages, customer focused copy write like "Find the best Mac for you" or "Explore covers, cases, and more to help you get the most from your iPad.". This trend is very clear throughout all their products. Microsoft seems to do the same, although in a less organized fashion and mixing both bit.

    If we take Solar City, almost every copy write has some customer focused language. For instance, they'll say something like "Our solar panels blend into your roof with integrated front skirts and no visible mounting hardware. The result is a clean, streamlined look."

  23. lol I love how I am aware of the costumer spolight method and notice you using it in your video's script from beginning to end and it's pretty subtle indeed. Hope I can land my copywriting job thanks to all these research I'm doing and your tips. Hope you won't mind me quoting you 😋

  24. Watched a LOT of videos of yours over the years. Obviously I'm not the exact target market you're going after but this video is probably the most useful one I've watched of yours.

    I've written copy for a long time and heard people beat around the bush about the spotlight method. They didn't say it that way nor were they as succinct as you were.

    But yea…this is so freaking useful.

    Taking it beyond copy, every deal I've ever closed at a 1:1 basis looking back I unconsciously did this in my language. Every deal I lost basically was because I did the opposite.

    Anyhow…really helpful…appreciate it 🙂

  25. Hi Marie. Wow! Thanks! What a great video! I am a writer with my own website who sells my books on Amazon and Kindle, and I think you have solved my problem. Hundreds of women have downloaded my books for FREE when offered on Kindle, with a third buying my books for 0.99 cents. I will now go and change the spotlight from me, and concentrate on the customer, or reader, like you suggest and hopefully attract more… tbriggsnovelist.com

  26. BEFORE: We offer quality music lessons.  Our instructors are highly skilled with years of experience. AFTER: We believe that music has the ability to transform a childs life.  Music lessons that are fun lead to inspired children.  We offer music lessons that allow kids to experience success and accomplishment.

  27. This was great, thanks, I been tryin to find out about "best copywriting programs" for a while now, and I think this has helped. Have you ever come across – Fonucas Ziyyatt Tip – (should be on google have a look ) ? Ive heard some extraordinary things about it and my mate got cool results with it.

  28. This is glorious, I have been researching "how to write great headlines" for a while now, and I think this has helped. Ever heard of – Fonucas Ziyyatt Tip – (just google it ) ? Ive heard some decent things about it and my m8 got amazing success with it.

  29. I now know my problem of writing. This was easy to understand and to put into practice. Thanks!

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  31. Great video thank you😀 BTW, Maria you've come a long way and still going strong. Bravo😀👏

  32. I strongly agree! Most websites are focused on themselves or the features of their product. Instead of highlighting how awesome our company or products are, we need to shift to how awesome our customers will become when they use the product.

  33. Brilliant!! You keep up the amazing  work. If you have  those days that you wonder if you are making a difference then remember these words. You are a life breathing ASS kicker and I appreciate your attitude and knowledge in a big way!!~john

  34. Haha, you really walk your talk. I was just going to watch some copy tips for my webshop talk while eating and I ended up watching this, getting impressed and inspired, signing up on your e-mail list, watching your Gabby interview, now listening to to "How to get anything you want" and your Gary V and Tony Robbins and Oprah video is in line. Getting very inspired even though i just slept 4 hours, 44 minutes and 44 seconds tonight, haha. Anyways, your question:

    On my website, the menu and in my clothing brand copy I will focus much more on what value the customer wants than i already do. I may communicate much earlier on the frontpage that the clothes and even the brand is about sparking inspiration and motivation in toe who wear it and those around them, about personal development, promoting peace, love and compassion. It's already quite evident from the designs, but maybe it can be communicated at first sight through the front page photos or a video. Thanks for the inspiration!

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