How to write email sequences that convert like crazy

Importance of creating an email sequence for your business

What are email sequences?

As the name suggests, these are series of emails that are sent to a recipient.

Ideally, the emails belonging to a particular sequence are triggered automatically when someone signs up for your service, makes a purchase on your website, or downloads an e-book or case study or a white paper after submitting their email ID.

Note: Whether you send email sequences manually or automatically, just make sure that the person knows that they will be receiving multiple emails once submitting their email ID.

Emails belonging to a certain sequence are logically related to each other.

The next email is built upon the previous email and every email takes the recipient close to the desired action.

Marketers also use email sequences to educate their prospective customers and clients.

For example, a project management company can send out a series of emails educating people on how to manage the various aspects of their projects.

A weight loss company can send regular emails on how people can monitor their diet, what healthy food options they can prepare, or what physical activities they can do regularly to lose weight fast.

Is there a difference between drip emails and email sequences?

Although on many websites you will read about differences between drip emails and email sequences, frankly, there isn’t much difference.

You automate a drip campaign, and you also automate an email sequence.

A drip campaign is triggered by predefined events, and so is an email sequence.

A drip campaign is used to keep recipients engaged when you offer valuable information and timely updates, and the same thing is achieved by email sequences.

Advantages of using email sequences that convert

Email sequence advantages

Email sequences are automatic

In most of the cases.

There may be rare instances when marketers may decide to send out email sequences manually, but in most of the cases, email sequences are managed by email services like MailChimp and Zoho Campaigns.

Since email sequences are automatic, you don’t have to manage them for individual recipients.

The moment they perform a function that triggers the email sequence, they begin receiving your emails sequentially.

Another benefit of email sequence automation is that even the segmentation can be automated.

For example, you can send different email sequences to people who open your message, who open your message on a particular day or from a particular region, or who click the CTA.

Your segmentation can be as diverse as you want.

Email sequences are good for lead nurturing

Lead nurturing can be a tedious process.

It may take many emails before a prospect decides to reach out to you.

Since your prospect may start ignoring your email if you keep on sending the same email repeatedly, an email sequence with different but related email messages will generate a better response.

With an email sequence you can keep your leads engaged, positively contribute to their inbox, and remain in front of them over a long period.

Email sequences can be used for cross selling and up selling

Cross-selling is done when a person has bought something from your website and you would like to suggest some related products.

For example, if someone has purchased a mobile phone from your website, you can send a follow-up email (a part of your post-shopping cart email sequence) listing mobile phone back covers for the same model, or the screen guard, or even, an insurance policy for the mobile phone.

Up-selling can be done to offer upcoming products to people who have already purchased from your website a few days, a few weeks, or a few months ago.

Email sequences are cost-effective

Multiple reasons for that.

Sending thousands of emails is inexpensive.

Since the email sequences are triggered automatically, you don’t need to spend your own time or hire someone to send them to individuals.

Whether you want to send your email sequences to 100 people, to 1000 people, or to 10,000 people, they are sent out with precision, targeting, and on-time, automatically.

They give you measurable results

Especially if you use an email marketing service.

You can measure how many people opened your messages, how many responded, how many clicked, and at what time of the day or which day of the week your messages were opened or responded to.

The metrics can be as diverse as you want.

Email sequences can increase your brand awareness

Through email sequences, you send your messages to your prospects at set intervals.

Provided you are not bombarding them with multiple messages every day, strategically timed messages with valuable content can help you build your brand awareness.

When you broadcast quality content people develop a positive association with your messages.

They begin to recognize your name or the name of your business and whenever they recognize you, they associate you with the value that you deliver regularly.

You can educate your customers and clients

Suppose you’re launching a new app or a revolutionary software. Take for example, ChatGPT.

As a company that wants to promote ChatGPT (because later, you want to sell paid subscriptions) you want to educate your prospective users on how to derive maximum benefit out of it.

You can create a sequence of emails and in every new email, you explain various commands that can be given to ChatGPT to get exactly the information you need.

If you don’t know, ChatGPT is an AI-powered interface that is much more advanced than Google.

Provided you know how to prepare the queries before submitting them.

Even in the case of Google, people don’t know advanced search functions that they can use to find precise information.

Perhaps, instead of depending on bloggers to educate their users, Google can send email tips on how to use advanced Google search.

How to create high conversion email sequences

Creating high conversion email sequences

The primary objective of creating an email sequence is improving your conversion rate.

No matter what is the immediate objective of your particular email campaign (contact for more information, download a case study, book an appointment), the overall goal is to make more people do business with you.

Hence, every campaign in your high conversion email sequence must work towards that ultimate goal.

Listed below are a few things you can do to create high conversion email sequences.

Use segmentation and personalization

Segmentation and personalization when creating high conversion email sequences are interrelated.

What is segmentation?

Segmentation in email marketing is the division of your email subscribers into smaller segments based on set criteria, and then, based on the criteria, sending personalized messages to them.

An email message that you send to prospective customers who have never bought from you will be different from an email message that you send to your customers who have bought from you.

Even among the customers who have bought from you, there may be a segment for customers who have bought from you just once, and for customers who regularly buy from you.

Another segment could be, customers who had been buying from you regularly, but then suddenly, they haven’t bought for a few weeks or for a few months.

Then you can have a segment of customers who have just bought something and you have something similar or related they may like to buy it.

You can have a separate segment for email recipients who have opened your email messages in the past few months but have never bought anything from you.

There are geographic segments. There are behavioral segments. There are segments based on monthly income, professional qualification, or designation.

The more segmented your email sequences are, the higher will be their conversion.

What about personalization?

Of course, you begin your email with their name instead of “Hi there,” or “Hello friend,”.

Also, since you have segmented your campaign, it will be easier for you to write a personalized, customized message for them.

For higher conversion, build email sequences people sign up for

This way, they will be able to relate to your messages in a better way.

Suppose, I’m offering a small e-book on SEO copywriting and to be able to download the e-book, people need to submit an email ID.

On the form that accepts their email ID, I mention that I will send them some follow-up emails (email sequence) once they have downloaded the e-book.

When they start receiving my email messages, they should be about SEO copywriting.

Yes, they can also be about related SEO terms that are necessary to understand the concept of SEO copywriting, but the emails shouldn’t be about web design or email marketing or other forms of copywriting.

People who download the SEO copywriting e-book are specifically interested in SEO copywriting.

Therefore, all the emails in the email sequence must be around SEO copywriting.

Use a strong, convincing subject line

No matter how targeted your message is, unless people don’t open it, it is of no use, and most people open your message after reading your subject line.

The primary purpose of your subject line is to make people open your message.

Remember that an average inbox is flooded with multiple messages.

Your subject line must be convincing enough to warrant an opening.

Here are a few things you can do to write a convincing subject line:

Keep it short.
Convey urgency.
Get as specific as you can.
Ask an intriguing question.
Offer an irresistible solution.
Use power words.
Use numbers.
Come to the point.

Open with a compelling headline or the first sentence

It is essential for a high conversion email sequence that people read your entire message.

Just as the purpose of a subject line is to make people open your message, the purpose of your headline or the first sentence is to make people read the rest of the body.

Use your headline to deliver the most important aspect of your message.

Make a strong promise.

Make it so convincing that people cannot resist reading the rest of the message.

Since your email messages are a part of your high conversion email sequence, it is better if your headline can match the previous email opening lines.

Should you be formal or informal? Keep it formal if you are in doubt. Otherwise, match your style.

Present a recap

A quick recap will allow your readers to recall the context under which your present message has been prepared.

In email sequences, the current email is a progression from the previous email.

It means unless the person knows what the previous email contained, it will be difficult for them to understand what you’re trying to say in your current email unless you are sending modular and mutually exclusive messages (understanding your current message does not depend on knowing your previous message).

Focus on delivering maximum value with each message

When you are not sure how to make an impact and make your readers perform the CTA, your best bet is delivering maximum value.

When you deliver maximum value, even if you’re unable to sell something, you will make a positive impression on them, and they will form a favourable connection with your presence in their inbox.

Avoid being spammy

Sending spam messages doesn’t just put off your recipients, it also sends your messages directly to the spam folder because most of the email clients can recognize spam these days.

Even if you dodge the inbuilt spam protection, if your messages are mostly spammy and don’t deliver any value, your recipients will manually mark your messages as spam.

Don’t make false or outlandish promises. Don’t use click bait. Don’t use words and phrases just to make people open your email message without meaning to deliver something valuable.

Use testimonials to create high conversion email sequences

It is called social proofing. People tend to do what the others do.

Let them know how many people are using your product.

Let them know how many people have subscribed to your service or download your app.

Use testimonials from happy customers and clients.

Clearly define the problem you’re trying to solve with your email sequence

Your subject line, the email headline, or even the first sentence of your message, can be used to define the problem you’re going to solve.

It is very important that your recipient knows what is in store.

There should be no scope for confusion or mis-guidance.

For example, if you are offering something free in your email message, don’t trick people into making them buy something, or make a small payment.

A few weeks ago I purchased a winter curtain from an Amazon vendor.

After purchasing the curtain, I received an email telling me that when I receive the package, there will be a small coupon. If I click the coupon and then send the pic by WhatsApp on the given number, I will get a 5% cashback.

I clicked the pic and sent it by WhatsApp. The person on the other side responded (on WhatsApp) that to avail the 5% cashback, I need to leave a positive feedback and also a 5-star rating.

I was happy with the curtains and I would have gladly left a positive feedback and would have also given a 5-star rating, but since, I wasn’t informed of this lengthy process and I was just asked in the initial email to send a photo of the coupon, I got put off and decided not to leave the feedback.

Though, in the WhatsApp message, I shared my feelings with him. I told him that he could have simply asked me to leave a feedback if I liked the curtains.

Do A/B testing

There is no sure shot way of creating a high conversion email sequence.

Even if you are a master email marketer, every market and every audience is unique.

The first email sequence may not succeed. Even the second email sequence may not succeed. Multiple email sequences may not succeed.

You will need to do lots of A/B testing. What does it mean?

A/B testing is also called split testing.

Suppose, you’re sending an email message to 500 people. You create two email messages for the same campaign. You send one version, V1, to 250 people, and the other, V2, to the other 250 people.

A/B testing doesn’t always mean trying two variations. You can also try multiple variations, but two variations are quite popular among marketers.

After sending the two messages, make note of which version is more successful.

Suppose, V2 performs better than V1.

From V2, create two alternatives of the same message, V2.1 and V2.2.

Then again send these messages to two different groups and measure the results.

You can keep performing the A/B test like this till you are completely satisfied with the results.

What all do you need to build high conversion email sequences?

Tools that you need to create email sequences

You need a mailing list, first. If there are no qualified leads, whom are you going to send your emails to?

The best email list is the one you build yourself. It takes time, but it’s worth it.

There are many marketing companies that sell email lists and sometimes it’s better to purchase an email list than build your own, but in most of the cases, it is highly recommended that you build your own mailing list.

Here are a few things you need to take care of to build high conversion email sequences.

Email capturing form

Ideally, different email sequences should have different email capturing forms, but you can also have a universal form and then later you can segment your mailing list.

For example, if people subscribe to your newsletter there can be a series of introductory emails describing various aspects of your newsletter or some extra bits of information (links to free resources).

If people download your case study, there may be a different email capturing form for them.

Just make sure you let them know that you will be sending them a series of emails.

An email marketing service or software

You may decide to use your own software to send out emails or you can use some email service.

As mentioned above, some renowned email marketing services are MailChimp and Aweber.

Such email marketing services allow you to capture email ids from embedded forms through your website or blog, or even from your direct links that you can share on your social media profiles.

They maintain the database of email ids and names of people in your mailing list.

You can broadcast your messages in lump sum or through segmentation.

They provide you plenty of analytics data to measure the performance of your individual campaigns.

Good examples of email sequences

Email sequences can be of different types. The categorization is important because it allows you to target your recipients in a meaningful manner.

Here are a few email sequence examples you can use for your own business.

Lead nurturing email sequence example

You send out such an email sequence mostly to people who are not yet ready to buy from you or do business with you, but they have accessed some value offered by you.

Maybe they have downloaded an e-book. They have received a case study from you or a white paper. Maybe they have responded to one of your social media messages and given you their email ID to keep in touch. Or maybe they have subscribed to your trial service.

You want to keep communicating with them. You want to keep them engaged meaningfully.

Email sequence example for lead nurturing.

This is the first part of the email sequence that you receive from the sleep mattresses company when you subscribe to their newsletter.

It welcomes you. It tells you how many people are using their sleep mattresses. They also tell you the benefits of sleeping well.

They also give you a bulleted list of the benefits that you enjoy after subscribing to the email updates.

They conclude the email with a “Sleep Tip #1”.

“Sleep Tip #1” tells you that there are going to be more tips. It psychologically prepares you to receive further updates from the company.

They give a highly useful tip because caffeine certainly stops you from having a good night sleep.

Engagement email sequence example

You send out engagement email sequences to keep your prospective customers and clients positively engaged.

They may already be your customers and clients. They may have purchased from you. They may have reached out to you. Now you don’t want them to forget you. You want them to remain interested in your business.

Email sequence example for engagement.

Duolingo is a language learning platform. Many people abandon their pursuit of learning the language for which they signed up. This engagement email sequence reminds them that they haven’t visited the website or the mobile app for a long time.

The email makes you feel wanted. It reasserts that it’s a free language learning program. It also eases your mind by telling you that it takes merely five minutes to complete a lesson.

Follow-up email sequence example

A follow-up email sequence is an email that you send to someone you sent an email before, expecting a reply or response, but didn’t get one.

You can also send a follow-up email after talking to someone or reaching out on LinkedIn or another platform. Or if someone has availed

As the name suggests, a follow-up email sequence takes an ongoing conversation forward.

Email sequence example for a follow-up email

You must create an email sequence with a well thought out strategy. It is a long-term investment of time and money.

Your email sequence may work for many months or many years, and in most of the cases, on autopilot.

Therefore, it is important to carefully analyse the initial results and then tweak your email sequence so that it delivers the best possible results for your business.

10 tips on writing persuasively and how persuasive copywriting benefits your business

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10 persuasive copywriting tips

In copywriting, persuasive writing is used a lot.

Dr. Roberts Cialdini has written a complete book on the topic of persuasion: Influence: The Psychology of Persuasion.

The book lists multiple principles you can use to influence and persuade people through copywriting. The main highlights of these principles are

The principle of reciprocation: If you do someone a favor, people tend to feel obligated to return the favor.
The principle of commitment and consistency: If they have previously agreed to do something you have asked them to do, they are more likely to say yes to your next request.
The principle of social proof: People feel reassured when they see the others using your product or service or talking about its benefits and features in a positive sense.
The principle of liking: Your target audience is more likely to respond positively to your message if they like you.
The principle of authority: People are more likely to pay attention to an expert or a person who has an authority over a topic.
The principle of scarcity: If you create a sense of scarcity (genuine) people are more likely to buy from you out – they feel as if the item is in short supply and hence, they will be deprived of it if they don’t act fast.
The principle of unity: This is groupthink. If the community indulges in an activity (buying from you) they are more likely to buy from you.
The principal of contrast: If you make an offer that is expensive and after that if you make an offer that costs less, people are more likely to opt for the latter.

These principles can be incorporated into persuasive copywriting.

How does persuasive copywriting work?

How persuasive copywriting works

When you persuade people, you influence their decision.

You convince them into taking an action that otherwise they were not taking voluntarily.

You change their mind.

How do you change people’s minds?

You talk to them, or you write to them persuasively.

You present indisputable facts.

You create mental images in their minds?

You use the right, provocative words that unleash psychological triggers.

You write in a manner that it becomes almost impossible for them to say no to you.

Persuasive writing is important in copywriting.

Whether you are writing copy for an email campaign, for a landing page, or simply for individual web pages of a website, you need to convince people into taking an action.

How does persuasive writing benefit you when copywriting?

Benefits of persuasive copywriting

Many writers intermix content writing and copywriting when they talk of writing for the web or for digital marketing.

After all, whenever you are writing, you’re convincing people.

Even if you write a case study, the ultimate goal is to sell your expertise, or the core benefits of working with you.

When you are writing a blog post, you are presenting an idea.

For business blogging specially, the moot point of publishing your blog post is to educate people, to deliver value, and then ultimately, convince them to do business with you, directly or indirectly.

Your copywriting is meant to convince people.

If you don’t sound convincing, if you cannot persuade, you are not helping your cause.

You persuade more with your copywriting, you make more sales. You increase sales and revenue.

You can effectively communicate the benefits of your product or service.

You can increase your brand awareness and recognition.

Through persuasive copywriting, you can drive more traffic to your website and generate better-converting leads.

Persuasive copywriting can help you differentiate yourself from your competitors.

You can make an emotional connection with your target audience and build brand loyalty.

10 persuasive copywriting tips

The right approach to persuasive copywriting

“The best copy doesn’t just move people to take action, it moves them to believe.” – Joe Sugarman.

Copywriting is about creating a connection with your audience. It leads them towards a desired action.

You use a mix of language and storytelling to create an emotional connection with your audience.

Persuasive copywriting is about understanding human psychology and effectively communicating with your target audience.

You need to understand what makes people tick and then write something that motivates them to act.

You must write a message that resonates with them.

Listed below are 10 tips that can help you write persuasively.

1. Use a clear and compelling headline

8 out of 10 people just read your headline.

Use strong, action-oriented words to grab your reader’s attention.

Make sure that your headline clearly communicates your central message.

Paint a positive picture but be realistic.

Example:

“Lose 5 pounds in two weeks with our one-of-a-kind diet plan”.

2. Know your target audience

What are the main pain points of your target audience?

What motivates them to take an action?

What type of language do they use when they talk about the product or service you are promoting?

For persuasive copywriting, you must tailor your message and language that appeals to your specific audience.

The narrower you go, the better will be the impact of your writing.

3. Storytelling is more persuasive

There is always a protagonist in a story. People can relate to the protagonist. When telling a story, use real-time examples and testimonials to explain the benefits of your product or service.

Example:

“For 3 years I had been trying to improve my search engine rankings, but nothing worked. I hired multiple SEO companies. Some of them actually improved my rankings, but then my rankings dropped in a few weeks, and I was back to the square one. Then I hired Amrit’s SEO copywriting services. It was six months ago. For all my major keywords, I have been on Google’s first page for the past two months.”

4. Use social proof

Using social proof can be a great persuasion tactic.

You are not just making big claims.

You’re actually citing people who have used your product or service and have benefited from it.

You can take quotes from social networking websites such as Twitter or LinkedIn where people have shared their positive opinion on your product or service.

You can use their testimonials.

Example:

“I was able to publish my business book with Amrit’s copy-editing services. He rewrote the entire book in a highly professional and authoritative manner. Before he wrote, although my book had all the needed information, it seemed quite immature. The icing on the cake was, he had committed to complete the revision in five weeks, but he delivered the revised book in less than four weeks.”

5. Use power words

You can use different power words in persuasive copywriting to instigate different emotions.

For example, you can evoke the greed feeling by making a “Free” offer.

You can elicit a feeling of scarcity by making a “Limited offer”, or making your offer available for a “Limited time”.

You can make people feel “Exclusive”.

When targeting people who don’t want to make much effort, you can make things “Easy” for them.

Example:

“Limited time offer: Save 50% on your new subscription”.

“Get exclusive access to our highly coveted membership program”.

6. Use scarcity and urgency

This can also be derived from the above point – using power words.

Emotions of scarcity and urgency are abundantly used in persuasive copywriting.

It makes people act with speed.

You can make a limited time offer. You can tell them that you’re almost sold out.

Example:

“Last chance: Only 5 seats remaining.”

“Act now: Offer ends soon.”

“This exclusive deal ends today.”

7. Make it easy to take action

Your call to action must be simple and straightforward.

Don’t make them take multiple steps to be able to do your bidding.

For example, if you’re sending a cold email to someone, don’t lead the person to a complicated contact form.

Just use something like “Reply now” or “Download our app” or even “Start saving money now”.

Avoid using vague CTA such as “Contact us” or “Learn more”.

8. Optimize for mobile

It is estimated that around 50-60% of Internet traffic comes from mobile phones.

70-80% people check their emails on their mobile phones.

When writing your copy, make sure that it is easily readable on mobile phones.

Use short sentences. Use shorter paragraphs. Use simple words. Use active voice.

Having said that, it is the younger audience that mostly accesses content on their mobile phones.

If you are targeting older demographics, it is better to write your content that looks good on PCs and laptops.

9. Use numbers and statistics

Instead of making vague claims, use numbers.

Don’t say “Many people have signed up for my newsletter”. Instead, say, “5750 people have signed up for my newsletter so far.”

Instead of saying “A majority of web designers use our app,” say “80% web designers use our app.”

10. Revise and test

Persuasive copywriting is not an exact science.

Sure, you can follow some frameworks. You can use certain words. You can use psychological triggers. You can incorporate behavioral dynamics.

But every audience is unique.

What works and what doesn’t work for your particular target, you will need to find it yourself.

Try different headlines. Try different CTAs. Use different words. Keep tweaking until you feel that you have maximised your results.

Persuasive copywriting is a powerful tool. It can help your business increase your bottom line.

It prompts them to take the right action.

You want to influence your target audience? You need persuasive copywriting.

What makes persuasive copywriting?

It is well written. Facts are presented convincingly. It is succinct so it can be read faster and easily. It is relevant to the readers. It focuses more on benefits and less on features. It is specific.

What is the PASTOR framework in copywriting? Explained with a real-world example

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PASTOR copywriting framework explained

Different frameworks are used in copywriting.

It may not be apparent to the readers, but most successful copywriters use one or another framework to craft their copies and make the right impact.

One of the frameworks is P.A.S.T.O.R.

Bust before that,

Why should you use a copywriting framework?

Why use a copywriting framework

A framework is like a template. It gives you a direction.

When you use a copywriting framework you make sure that you miss nothing.

This is the basic purpose of a framework: it ensures that the copy that you are writing is consistent, clear, and effectively achieves its desired goal.

It helps you address the right target audience. It ensures that you cover all the key points that you need to communicate. It also helps you with setting the right tone and flow of your message.

A framework prevents you from going on your own trip and keeps you on the right path.

Not every framework necessarily works. It depends on what effect you want to have on your readers and different audience dynamics.

The choice of the copywriting framework also depends on how you want to present your message.

For example, there is a BAB framework often used in TV direct selling programs.

It stands for before-after-bridge.

It may go something like this:

===

Before part

Just one year ago I was 300 pounds.

My life was miserable.

I had no friends.

Clothes rarely fit me.

I was depressed all the time.

I had multiple health-related problems.

Even a little bit of activity would leave me breathless.

I couldn’t bend down and pick stuff up from the floor.

Explaining the PASTOR copywriting framework

Bridge part

Then I came across the “Get thin” app.

I was reluctant. I was cynical because I had used habits, techniques, tactics, and even apps, with no success.

But something made me sign up.

After part

It has been 11 months since I started using the app to track my weight loss and diet.

It has been nothing short of a miracle.

For 20 years I had been trying to lose weight and nothing had worked.

With the “Get thin” app, I have lost 50 pounds.

I’m sure by next year I will lose 50 more.

===

I know, this is a bare minimum, simple example.

It is just to explain to you the BAB framework.

Here are some other prominent frameworks used by copywriters:

Features-Advantages-Benefits (FAB)
Attention-Interest-Desire-Action (AIDA)
Problem-Agitate-Solution (PAS)
Problem-Promise-Proof-Proposal (PPPP)
Star-Story-Solution (SSS)
Awareness-Comprehension-Conviction-Action (ACCA)
Clear, Concise, Compelling, Credible (4Cs)

What framework you want to use depends on how you want to present your idea to the prospects.

Explaining the PASTOR framework

PASTOR copywriting framework explained

The PASTOR framework has the following components:

P – Problem

Clearly define the problem you intend to solve. When you highlight the problem in the beginning it attracts people and makes them want to read further. They can relate to your copy.

A – Amplify

What are the consequences of not solving the problem? What difficulties are the readers facing because of the problem not being solved? Highlight the pain points. Magnify the misery.

S – Solution

Present your solution. Preferably, present the solution with a story. Make it convincing. Make it irresistible.

List benefits and features.

T – Transformation

How are lives transformed by your solution? Kindle their imagination. Draw a picture of a scenario where they have used your product or service and now, they are living blissful lives.

O – Offer

What do you offer as a solution? Why is your solution transformational? What wonders can it work? Why no other alternative must be considered? This is the section where you describe features and benefits along with the results the readers will enjoy.

R – Response

What response do you seek from them when they have read your message? Do you want them to visit your website? Do you want them to click your landing page link? Do you want them to book an appointment?

What is the benefit of using the PASTOR framework?

Benefits of the PASTOR copywriting framework

As I have mentioned above, every framework has its own benefits.

You can write without a framework and do an excellent job.

A framework like PASTOR helps you include every detail arranged in a logical manner.

For example, here is the flow of the PASTOR framework:

P – Problem
A – Amplify
S – Solution
T – Transformation
O – Offer
R – Response

You begin your copy with stating the problem your customer or client is facing.

This must be a vexing problem causing lots of trouble to the reader.

That is why, when the reader reads about the problems they are facing, they are instantly drawn to your copy.

For example, if for a long time you have been struggling with your search engine rankings, but nothing seems to work, if the first sentence of the copy talks about the problems associated with lower search engine rankings, you’re going to be instantly drawn to what is being written.

Everyone is struggling with one or another problem.

The PASTOR framework makes you begin your copy by highlighting the problem.

Once you have highlighted the problem, you need to amplify it.

You hit an emotional chord.

Again, using the lower search engine rankings example: you talk about how business opportunities are being lost because of lower search engine rankings.

Lower search engine rankings trigger a vicious cycle.

For a few lines you can talk about in what different ways the reader is losing money and wasting time.

They may never recover from the losses they are incurring due to lower search engine rankings.

Then you offer your solution.

For example, I provide SEO copywriting services.

I can explain in the copy further that I can help them improve their search visibility through targeted copywriting.

Real-world example of using PASTOR as a copywriting framework

Real-world example of the PASTOR copywriting framework

Recently I wrote an email campaign for a head-hunter who provides his services to tech startups.

He is targeting companies that are unable to find the right talent.

He has developed a framework that allows startups and medium-size businesses weed out undesirable candidates and attract the right talent.

Although I’m not reproducing the message as it is, here is how I use the P.A.S.T.O.R framework to create the message.

PROBLEM

Dear [name]:

Is your company’s growth stunted due to lack of talented employees?

Is it becoming increasingly difficult for you to hire the right talent?

AMPLIFY

Hiring and retaining the right talent is crucial for the success and growth of your organization.

It is also one of the biggest challenges you face.

The competition is fierce.

The attrition rate is high.

SOLUTION

For the past three decades I have studied successful businesses that attract exceptional talent.

One of the biggest reasons why these businesses succeed is that they have developed systems and processes that help them look precisely at the right places for desirable talent acquisition.

Their systems automatically weed out undesirable candidates.

TRANSFORMATION

You can hire and retain extraordinary talent with 100% success rate.

Hire outstanding talent whenever you need to with 100% success rate.

Grow your business beyond your dreams.

OFFER

By studying their systems and processes, and closely observing what makes them successful, I have designed a framework of my own.

Using this framework, I have helped 150+ businesses hire top talent with a terrific success rate.

Assemble a phenomenal team in no time.

The framework is easy to implement.

It always works.

RESPONSE

Want to know more about it?

Let’s fix up a Zoom meeting.

Just a 20-minute chat.

During this chat I will walk you through a segment of my framework that will blow your mind.

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So, you can see that there is a sequence of emotions the reader goes through when they read your copy, that you have written using the PASTOR copywriting framework.

Is it important that every time you write a copy you need to use a framework?

It depends.

Knowingly or unknowingly, whenever you’re writing copy, good, effective copy, no matter which framework you’re using, you’re using it.

Therefore, it is better to know which framework you are applying during copywriting so that you can utilize it in a better manner.

What is conversational copywriting and how to use it to increase your sales

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Conversational copywriting boosts your sales

When you want to increase your sales through conversational copywriting, it’s all about “talking” to your prospects.

What all you need to do to be a conversational copywriter?

Many confuse conversational copywriting with dumbing down their writing: it is not like that.

You need to write the way your audience speaks.

If they don’t understand your language, your writing falls on deaf ears.

How do you write a conversational copy?

Understand their needs and desires.
Make a psychological and emotional connection with them.
Write in a manner as if they’re sitting in front of you and you’re talking to them.

One thing you need to keep in mind: you don’t converse with a customer or client the way you converse with your friend or sibling.

Why conversational copywriting makes a big difference?

Make a big difference as a conversational copywriter

Conversational copy makes you write in the language of your target audience, the speech patterns and words and phrases that they normally use.

When you talk to your prospects in their own language, you come off as a person they can trust, someone they can take seriously.

They are also in a better position – psychologically – to pay attention to you and what you are saying.

Unconsciously, they begin to believe that since your writing seems so easy going and personal, you must know more about the product or service you are explaining.

You can solve their problem.

They find it relatable.

At a deep psychological level, you can make a connection as a conversational copywriter.

How can you make a difference with conversational copywriting?

Be brief

It is easy to digest and understand your copy if it is brief.

When they can easily read and understand your copy, they stay engaged and they read your copy till the end.

Here is an example of a long-winded copy:

Through offering my revolutionary SEO copywriting services that are tailored to your unique needs and perfectly fit your budget, I can help you improve your search engine rankings and attract unique customers and clients to your website, and in the process, help you generate more business.

Instead, you can make it brief in the following manner:

I offer tailored SEO copywriting services. They perfectly fit your needs and budget. You will attract more customers and clients from search engines. You will generate more business.

You may say that I’m writing more sentences, but they are much smaller and easy to read.

A conversational copywriter knows that prospects these days are busy.

There are multiple stimulants vying for their attention.

If you don’t make your sentences easy to read, even when they try to focus and read your copy, they will get exhausted and take their attention somewhere else.

Make a personal connection

Make personal connections with conversational copywriting

Another great attribute of conversational copywriting is that you make a personal connection.

It makes your reader feel as if you are speaking to them one-on-one.

You are not just any other business person hellbent on making a sale.

Being a conversational copywriter, you have the welfare of the prospect in your heart – you should, actually.

For example, if I offer you my SEO copywriting services, of course, I want you to hire me.

It is in my interest that you agree to work with me.

But at the same time, my ultimate desire must be to improve your search engine rankings meaningfully.

Just as I am worried about my business, I should also be worried about your business because the welfare of your business means the welfare of my business.

Hence, instead of constantly trying to sell you, I must tell you how trustworthy SEO copywriting services can genuinely improve your organic search engine rankings and hence, get you more business.

When you focus more on conversational copywriting and less on making sales, you write as if you are concerned about the welfare of your prospects.

It is communicated through your words, phrases, and the way you express yourself.

By showing interest in the others’ welfare, you make a personal connection.

Conversational copywriting can also be about your brand personality

Just because you’re talking about your business doesn’t mean you talk stiffly.

Many customers and clients prefer to do business with a company not because they offer a great utilitarian product or service.

They buy their products and services because these companies make a personal or an emotional connection.

When you make a personal connection, it becomes much more than just a product or a service.

You’re not buying a product, your endorsing the brand.

You are associating your own values with the values of the brand.

Making conversational copywriting work for you

You cannot pretend to converse with your target audience.

The effort must come out to be authentic if you are a trained and experienced conversational copywriter.

Before writing your copy, think of how you can talk to people.

Think of how they talk to each other in the context of your product or service.

How will they talk to you? What words and phrases will they use? What will be their concerns? What will make them more interested in your offer?

Here are a few steps you can take to perfect your conversational copy.

Get familiar with your audience

Know your audience well

Unless you know them properly, how are you going to talk to them in their language?

I would like to explain that “talking in their language” doesn’t mean talking in their regional language (although, that will be much more effective).

For example, if my prospect lives in Germany and speaks the Dutch language it doesn’t mean I must speak to him or her in Dutch language.

Yes, it would be ideal if I could speak to them in their own language, but even if I’m writing my copy in English, I should write in a manner they would normally write.

I’m not here to impress them. I’m here to make a personal connection.

How do you know your audience?

Ask the right questions.

Visit social media platforms and blogs in your niche and take note of how people talk to each other, how they interact with each other. Visit online forums.

Gather information about them. In copywriting terms, it is like creating a persona. You may like to ask the following questions:

Are they in a position to buy your product or service?
What are their likes and dislikes pertaining to your product or service?
What words or phrases do they use when they talk about your product or service?
Do they have favorite blogs, news sources, and online forums when they’re looking for information on your product or service?
How much experience do they have in their profession, especially related to your product or service?
What problems are they currently facing and what solutions are they seeking?
What language do they use to discuss problems related to your product or service.

One thing is very important: it’s not just knowing about how they talk, it’s about how they talk about your product or service.

Compiling this information will help you channelize your copywriting towards a more understandable and relatable format.

Keep your copywriting easy flowing

Easy flowing copywriting

Avoid a stifled writing style.

I know, this is possible only if you are completely comfortable with your ability to express yourself as a conversational copywriter, but once that is confirmed, there is no need to over think.

Your copy should easily role off the tongue.

It doesn’t mean you need to be careless when writing. You will need to refine. You will need to polish your copy. You will make it sound professional.

This is where your ability to be a conversational copywriter will shine through.

Want to know if your copy is easy flowing?

Read out loud. See how it sounds.

If possible, record it on your phone and then listen to it. Are there too many halts. Does it need some effort to pronounce certain words and phrases? Do you get distracted while listening?

Refine after you have completely written your copy

Refine after completing the copy

Write in a flow, preferably in one go, but later, since your copy is going to be used professionally, refine it to your heart’s content.

Writing as you talk doesn’t mean you include all those stutters, pauses, and unfinished thoughts.

They may feel normal as you talk, but in writing, they will appear incoherent and unprofessional.

Main elements of conversational copywriting

Main conversational copywriting elements

Writing as if you’re talking is not as simple as it seems. This way, anyone could become a great copywriter.

The key is, knowing which elements make you a great conversational copywriter. Listed below are a few characteristics you can incorporate into your copy to make it conversational.

Be concise

As mentioned above, you need to be brief when you need to deliver a message convincingly.

As much as possible, use shorter words – 1-2 syllables. Use contractions and abbreviations.

Remember that you don’t need to sound scholarly. You are writing for people who may not be much educated or they may not be used to regularly reading long and convoluted words and expressions.

You don’t need to impress. You need to convince. You don’t want to intimidate your readers. You want to educate and inform them.

Example of copywriting that is not concise:

Our software product will revolutionize the way you handle your internal memos and automate meeting reminders and note taking processes so that your employees can focus on executing their responsibilities rather than managing paperwork and keeping track of their schedule.

By the time the reader reaches the last word of the sentence, they lose the track of what was being communicated.

You can make it concise in this manner:

Manage internal memos well and automate meeting reminders with our software. Let your employees focus on work rather than spending time on paperwork, note taking and scheduling.

It is simple and straightforward. Easier to read. Easier to comprehend.

Get passive about passive voice

In the passive voice, grammatically, the sentence focuses on the verb rather than the subject.

Ideally, in your sentence, the subject must be the focus.

Passive voice takes attention away from your main point.

Passive voice: The website will be audited by our SEO team.

Active voice: Our SEO team will audit your website.

Also, avoid using adverbs and adjectives. They needlessly increase the number of words your readers need to read.

Hence, instead of writing “It is clearly stated on our website” you can write “It is stated on our website.”

Use psychological triggers in your language

Create an image in the reader’s mind. Instead of telling your prospects how hard they have to work in the absence of your software, let them imagine the long hours they need to spend and how they get home late and how they are missing all the fun that they could have had with their kids.

Take for example this copy:

Install our task management app. It works fast. It has a great interface. Create unlimited tasks and subtasks. Very light. Can be used for large project management needs.

Instead, paint a picture in the mind of the reader:

Wouldn’t it be great if you could spend a relaxing evening at home because all your tasks are complete? Want to see happy and productive employees because they can manage their tasks well and increase their productivity? You can finally take a vacation you haven’t been able to take for years. Install our task management app now and make working om large projects a breeze.

Let your readers imagine how wonderful their life will be after buying your product or using your service.

Good example of conversational copywriting on landing page

To be an effective conversational copywriter, focus on their needs and desires

Everyone is interested in their own issues. They don’t want to read how great your product or service is unless it does something for them.

Make your readers feel special. Give them an emotional high.

Instead of

This SEO copywriting technique helped me rank #1 for 25 of my keywords.

You can write

This SEO copywriting technique will help you gain #1 rank for your important keywords.

Instead of

We built a mobile app with this no-code AI interface merely in two weeks.

You can write

Build a mobile app merely in two weeks using this no-code AI interface.

Write copy in your unique voice

What has it got to do with conversational copywriting? Doesn’t every experienced copywriter have his or her own unique way of writing?

Recently I wrote on LinkedIn that many clients hire me for my unique copywriting style.

Writing in your own style can help you become a better conversational copywriter because instead of being conscious about how you must sound, you will have a conversation with your readers because of your confidence.

Yes, writing style needs confidence.

When you’re completely sure of your skill, you sound effortless, and when you sound effortless, your writing doesn’t appear stifled.

Can you captivate your audience with conversational copywriting?

Captivating your audience with conversational copywriting

Yes, you can.

The ability to hold a conversation through your copy is a crucial skill and it can help you in any industry whether you are a professional copywriter or any other professional wanting to write convincing copy.

There are many entrepreneurs who have never worked with a professional copywriter.

All they do is, they write the copy in a very simple, friendly style their audience can easily understand.

They don’t use fluff. They don’t make big claims. They don’t use flowery language or earth-shattering expressions.

They use simple day-to-day words to talk to their prospects.

When you write simply, in a conversational manner, you easily build trust. You can engage your readers. You can establish better connections that are long lasting.

Some conversational copywriting tips and tricks

Personally I believe that as a as a professional copywriter, conversational style is about your personal style. Nonetheless, there are some tips and tricks that you can follow – some aspects of copywriting that you can use in a template format.

These tips and tricks can help build a framework and save you precious time.

Use conversational expressions that are normally used when you’re talking

Here are some expressions that you can use to make your writing more conversational.

Having doubts? I get it.
I understand, it must be horrible.
Then suddenly it hit me.
Probably not the best idea, right?
Frankly, it was a dream come true.
Let’s rehash.
You see, normally I wouldn’t do that.
So, this is what happened…
Crazy, right?
Know the real story?
This is the stuff dreams are made of.
I couldn’t believe my eyes.

These expressions, and many more like these, can inject a sense of proximity. You normally use these expressions when you are talking to someone.

Use psychological transitions

In psychological transitions during conversational copywriting, mentally, you bring your prospect to a situation where he or she readily agrees with you.

One of such psychological transitions is, making the person say yes to something so that when you make an offer, it is difficult for him or her to say no.

Something like this:

Are you enjoying the weather (assuming it’s a nice weather)? The person will say yes.

Isn’t it always good to be able to help people? The person will say yes.

You can create 2-3 such questions for which the response is bound to be yes, and when the person is in that “yes” mode, you make your offer.

Another psychological transition in copywriting is reciprocity.

When you do someone some good, it is difficult for that person to say no to you.

Hence, provide so much useful information to that person that ultimately when you present him or her with your CTA, he or she wants to reciprocate.

Copywriting is all about conversion and the best way to convert people is through meaningful conversations.

When you converse with them, when you talk to them, you build trust. Through trust, you build emotional and psychological connections.

They are less skeptical if you seem to represent their interests.

But make sure you don’t pretend to represent their interests.

Conversational copywriting must be genuine.

Show real interest in them. Take real interest in them.

Whenever you’re writing, think how your writing can benefit your prospects.

What if a copywriting client asks for multiple revisions?

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Responding to multiple copywriting revision requests

Whenever I’m negotiating a new project, I want to put my client at ease by telling them that I offer unlimited revisions.

With that, I quickly add that no client in their right mind would want to unnecessarily delay their projects by repeatedly getting their copy revised.

Yes, I actually use the phrase “no client in their right mind”.

How often do I get clients who get in that revision spin and the project never seems to end, wasting my time in the process without making me extra money?

It doesn’t happen often so I’m not worried if once or twice a year I get to work with such a client.

Most of the clients come with a clear objective: they want to increase their sales or want a better KPI for their upcoming campaign.

Most of the copywriting clients respect my time and are even ready to pay more if I need to spend extra time researching and reading their material.

You may like to read: My content writing process for different niches

How do I handle multiple copywriting revision requests

Handling multiple copywriting revision requeststhe

When I submit the first draft, I expect the client to give me some feedback.

Statistically, 2/5 clients ask for a revision.

Most of the clients are satisfied with the first draft.

In most of the cases, even when they request a revision, it is merely some factual information that needs to be changed – they didn’t either provide the information in the beginning, or I misunderstood.

Sometimes the client simply wants me to make some changes that they could have made themselves but somehow, they have this mentality that if they are making me write, even if they want to add a single phrase, they add it in the comments section of Google Docs instead of making changes within the copy.

I find it annoying, but I don’t take it personally and neither ask the client to make the changes on their own.

I make those changes.

If it takes me 5-10 minutes to change the document even when it was not my mistake and I was given wrong information or the client didn’t properly explain what needed to be said, I revise the document without charging extra or without complaining.

Even if the client completely doesn’t like what I have written I gladly submit the second draft.

If they don’t like the second draft too, I politely reimburse the advance that I have taken and wash my hands off the project.

I would like to stress that it happens only when, for example, I have written 1000 words and out of those 1000 words, the client doesn’t like more than 500 words of text.

Here are the reasons why this may happen:

I’m not able to understand properly what the client wants.
The client doesn’t like my writing style.

For the first reason, I try to understand again.

I ask for more information.

I reconfirm the information I have.

I revisit the example websites the client shared with me in the beginning of the project.

Then I revise the document.

What about the second reason?

I have a certain writing style.

People either like it, or they don’t like it.

Many clients hire me for my particular writing style.

Although I can adopt a different writing style for different industries, my basic writing style remains the same.

For example, an accounting business may require a writing style that is completely different from a tech startup, but even then, my underlying way of communicating remains the same.

The language may change, the phraseology may change, but the style remains the same.

Hence, for the second draft, I try to vary the style, but even after that if the client is unsatisfied, I tell the client that I won’t be able to continue.

So what about that “unlimited revisions” claim that I make in the beginning of our negotiations?

I act on my gut feeling.

I have enough experience by now to know if the problem lies with me or with the client.

If I feel that somehow, I’m not able to get what the client wants and there is no problem from the client side, I offer limitless revisions. I go on revising the document if it is logically possible for me.

Do I take copywriting revision requests personally?

I don’t a copywriting revision requests personally

In most of the cases, I don’t.

Recently I did.

A so-called life coach approached me to write content for his website.

Why I say “so-called”?

Because his language was quite negative and being a writer, I judge a person by the way he or she communicates.

If he couldn’t use constructive language with me, I wonder what sort of language he used with people who use his coaching services.

Anyway, when I submitted my first copy, his first reaction was, “This is horrible writing, I’m completely disappointed.”

That’s it.

I had written his content with lots of love and care because one, I love writing content for life coaches, and two, in the past 17 years I must have written for at least 20 life coaches, to their great satisfaction.

In fact, I sent him 5 life coaching websites for which I have previously written content and he had agreed to work with me only when he had liked my writing style on those websites.

After coming out of my initial shock, I responded with, “Kindly let me know in what sense the writing is horrible? Is it the sentence structure? Is it my vocabulary?”

“I’m just not getting the right feeling, please rewrite it completely,” he responded.

Again, since I like writing for life coaching websites, I wanted to satisfy him and rewrote the entire web page.

He said it was worse than the previous version, again, not giving a single example of why he found it unacceptable.

I again wrote and he responded with a “It’s fine now.”

Learning from my recent experience, I wrote the next page just the way I had written the previous page but of course, with new, relevant information.

“It seems you haven’t even understood my requirement,” he responded, after going through the second page.

I rewrote the page. He accepted it.

The same pattern for the next two pages.

The moment I had finished work equivalent to the advance that I had taken, I told him there was no synergy between us and I won’t be able to continue.

By that time he had mellowed down and suggested that we tried a couple of more pages, but by that time, I was emotionally exhausted and I refused to continue.

Such incidents happen every 2-3 years and since they’re not regular, I don’t find them discouraging.

Other than that, whenever a client suggests revisions, I gladly implement them.

After all, the client is the expert in their field. For example, a lawyer knows more about the law than I do.

Since I’m not a subject matter expert and I write content and copy based on the information that I can find or the information I have been given, I’m bound to make certain points or misinterpret certain concepts.

Hence, when the client asks for revision, I gladly provide.