Was Vito Corleone a Conversion Copywriter? What Marketers Can Learn About Making Irresistible Offers
Updated: Feb 14
You know him as the Godfather. He's the character brought to life by Marlon Brando in the famous 1972 film.
And the line he uttered is even more famous than the movie itself: "I'm gonna make him an offer he can't refuse."
So what do product marketers, course creators, and conversion copywriters have in common with the Godfather?
Well, it's like this: we're all making offers — just like our beloved (and possibly, fellow marketer, Vito). Whether you're trying to increase your webinar sign-ups, book a demo, or launch a new product... you're making an offer. And the job of conversion focused copy is to present your offer as too good to be refused. That's what it's all about.
But, how do you make your offer irresistible? Today I'll show you how. But, first let's begin by defining what conversion copywriting is.
What is conversion copywriting?
Conversion copywriting comprises several elements including persuasive writing techniques, data, analytics and psychology. Its purpose is to motivate prospective customers to immediately say yes to an offer.
Conversion Copywriters are problem solvers. They use voice of customer data along with frameworks, copywriting formulas and proven persuasion techniques to compel target audiences to act.
10 conversion copywriting tactics to make your offers irresistible
These tips will work for you whether you're writing a website, a lead generating landing page or crafting email copy. The same rules apply across the board.
1. Start with an attention grabbing subject or headline.
Your headline is the single most important piece of copy on your page. If it doesn't do its job, visitors won't remain on your site or read your email.
Don't try to be too creative when coming up with one. Keep your message simple and straightforward. A clear, value packed headline will be preferred by your customers any day of the week over a message they don't understand.
Use your voice of customer data to find your reader's pain points. What's going on in her life? What problem is she trying to solve? Once you know these answers, use them to guide you to the perfect, attention-grabbing headline.
2. Come up with a powerful, intriguing hook.
Your hook is the first line of your body copy. And it's the second most important piece of copy on your page. Its job is to hold your reader's attention and make them want to read the next line of your copy.
Here's a great video on how to write a hook.
3. Use a copywriting framework.
What would you do if you wanted a cake, couldn't get to the store, and didn't feel like baking from scratch? Some people would call Uber Eats or Grubhub and have them deliver one. But, let's say you're old school and you don't have any of those apps on your phone. You'd probably head over to the pantry, pull out a boxed cake mix, and bake it up.
Copywriting frameworks exist for the same purpose. They make the writing process easier and eliminate the need to start from scratch.
There are several kinds of formulas to use. Some of the most common ones are AIDA (which stands for attention, interest, desire and action) and PAS (problem, agitation, solution).
Let me show you how these work starting with AIDA.
First you grab the attention of your reader. Then you hold it by telling a story that relates to them to pique their interest. Next you build their desire to obtain your offer. And lastly you include a call to action telling people exactly what you want them to do.
The PAS framework is slightly different. First you start by identifying a problem. Then you agitate that problem and intensify the severity (think of picking a scab or pouring salt in an open wound - your goal is to make it hurt). After that you present your product or service as the solution.
These frameworks are like a map and give you a way for laying out your information and structuring it on the page.
Their goal, like every other copywriting framework, is to show that you understand the challenges of your reader. With a proven message hierarchy you're taking them on a journey and gradually convince and convert them as they continue reading your copy.
4. Ask questions throughout your copy that lead to a yes.
You want to get prospective customers agreeing with you every step of the way. Structure your copy so that people are reading and nodding along with you at the same time (they don't have to literally be nodding, as long as they're in agreement).
As they continue to say yes throughout the copy they're more likely to say yes when you present your offer.
5. List out specific tangible benefits.
Specifics make your copy more believable. So, don't be vague. Be as straightforward as possible.
Let me give you an example. Which of the below phrases sounds better?
"We save you time on payroll."
"Our software will save your team 34.5 hours per week."
The second phrase is specific and therefore more believable. The first is general and vague. It doesn't tell prospective customers how they will save time. So after they read it, they don't know what to expect.
Buyers like specifics. They want to envision what life will be like once they buy your solution. So, be as specific as possible.