CXL Conversion Optimization Mini Degree #2 Review
For those of you that have not read my first blog, be sure to check it out. In summary, I decided to further my education in digital marketing and take one of CXL.com mini degrees. Essentially, CXL offers a couple of mini degrees (Conversion optimization, technical marketing, digital analytics, growth marketing, digital psychology and persuasion, and technical content marketing) Each one varies in length. Some take 20–30 hours, and some take well over 100 hours. The one I chose to do is called conversion optimization which takes roughly 86 hours. Because it comes with a large price tag, I decided to apply for CXL’s scholarship. To qualify for the scholarship, one must write 12 blogs summarizing their weekly learning and give and honest review of the material. So that what I’m doing.
This is week 2.
Product Messaging
Man, this was a value packed module. In my opinion, this module has been the most impactful thus far. Granted, most of the other modules I’ve done to this point were high level information everyone should know before getting into the real material.
The module was taught in 8 separate sections.
1.How to conduct a copy teardown
2.Introduction into message mining
3.Mining messages from your customers and visitors
4.Crafting Effective Unique Value props
5.Message Hierarchies
6.Writing the first draft
7. Editing and punching up your copy
8.Conversion-focused formatting &layout
How to conduct a copy tear down
In this section, the instructor highlighted 3 separate tear down elements that every copywriter or aspiring copywriter need to keep in mind.
1.MECLabs- ( C= 4M + 3V +2(I-F)-2A ) Although this looks like a mathematical equation, there’s no need to solve it. The equations illustrates all the necessary requirements to reach C (conversion). In this instance, M=motivation, V= Clarity of value prop, I=incentive, F=Friction, and A=anxiety.
2.Cialdini’s 6 (7) principles of persuasion. For those that haven’t read Robert Cialdinis book called Influence, the psychology of persuasion, I highly recommend it. Although there’s 6 principles, CXL adds one more to the mix. For those who haven’t read the book or taken this course, the 7 principles are social proof, authority, liking, scarcity, reciprocity, commitment, and the new one, utility.
3.Claude Hopkins- In this element, we are told to be specific, offer service, tell the full story, and be a salesman.
Introduction to message mining
In my opinion, I thought this one of the neatest sections and one anyone could put implement today. According to the instructor, message mining is a quick way to listen to target customers when you don’t have customers yet. It’s really a simple idea and one that provide really rich copy ideas. So how do you message mine, you ask? It’s simple.
1.Make a list of keywords (your brand name, your product type, competitors’ brands etc
2. Google (keyword) reviews
3. Check review sites- sites such as Amazon, Yelp or Facebook
4. Collect all of your data into a spreadsheet
5. Categorize and rank
Looking at old reviews are an excellent way to come up with persuasive copy
Mining messages from your customers and visitors
This section was similar to the previous one. The only differentiator was we learned how to gather copy ideas from existing customers and visitors. So if you have a smaller company or just starting out, this may not be the best tactic for you. The instructor went into detail about the best way to gather this type of data.
Crafting Effective Unique Value props
This section was also one of my favorites this week. One of the lessons the instructor was trying to stick in our brains for this one was the fact that customers only think about themselves. We were told to imagine that we were selling to Ron Swanson from Parks and Rec. He doesn’t care about any of the fluff and just looks for quality products that helps his life in some way. Remember these two questions. What’s in it for me and why should I buy it?
Message Hierarchies
Why is story so important to selling? It because that’s how human think. We are drawn to a good story. In this section the instructor reminded us the structure of a good story. First the setting, then the rising action, followed by the climax, the falling action, and finally the resolution. A good copy page follows the same structure. You should outline your customers painpoints/ problems, show them the unique benefits of your product along with its features, alleviate any anxieties, and finally have a strong CTA. If you do it right, your customers should be begging for your product or service….at least that’s the goal. There’s a lot more to this section but you get the gist.
Writing the First draft
Just like the title implies, this section brings all of our previous work and research together onto a page. For this one, it best you download the instructors excel templete and watch the course to get the full picture. Same thing with
Editing and punching up your copy
AKA make your sales copy even better. In this section, the instructor highlights 7 simple rules of effective sales copy editing.
1.Be clear (say what you mean) be explicit
2.Match the readers mindset
3. Blow the customer away with value
4. Use quantifiable specific proof
5. Don’t just talk..paint the picture
6. Show and tell generously
7. Cut anything that isn’t doing real work
Conversion-focused formatting & layout
After you message mined, studied your prospective target audience, created a persuasive story, its time to put all of that on a page that keeps a customers attention. That’s what this section is about.
So what can dramatically influence your copies effectiveness? I’m glad you asked.
1. The position of each piece of copy
2. The size of each copy
3. The order you put your copy in
4. The amount of white space/clutter around copy
5. The typography of your copy
6. Directional cues toward or away from your copy
7. Color contrast vs. background
Overall, this module was extremely well taught. Even if you aren’t interested in doing a mini degree with CXL, I’d recommend taking this course.