A good copywriter knows that consumers are far more likely to act if they feel known and they trust the source that is requesting action.
This is true across the board, for literally any business (that might be hyperbole but I’m like also 99.9% certain it’s true). Recently I got to test out my copywriting skills on a super unique client: a funeral planning company.
WHAT WAS YOUR INSPIRATION?
What I loved about working with this client is that they are taking a kind of taboo topic (funeral planning) and make it easier to learn about. That meant that content could be light and engaging, even while remaining respectful of what can be a sensitive subject.
WHAT WAS THE CONCEPT?
The client needed content that could do double duty: Educate consumers who don’t know a thing about funeral planning and then get those consumers to convert into customers. My part of the project focused on creating landing pages written to convince consumers to take the specific action of downloading one of three in-depth guide about funeral planning (thus allowing their email to be captured for a nurture email campaign).
HOW DID YOU CREATE / EXECUTE?
Each of the three guides focused on a different area of funeral planning. So (for example) for a landing page connected to the guide about cremation, I wrote a brief article that highlighted a particular pain point around cremation (like what kind of cemetery properties are available if you choose cremation). When you educate the consumer in an engaging way, you automatically become a trusted source and the consumer is far more likely to take the action you want them to take. In this case of these downloadable guides, the trick was to offer helpful information, but leave out just enough so the consumer will want to download the guide to learn more.
WHAT DID YOU LEARN? ANY OBSTACLES?
I learned how to say the same thing over and over again without saying the same thing over and over again! Ha. Truly though. A lot of the content was similar but needed to be packaged differently for a specific audience or CTA. This took creative thinking and looking at the same piece of information from a few different angles to present it in just the right way that sounded fresh every time.
WHAT WERE THE RESULTS?
No official results yet–the website won’t launch until 2018! But personally, I felt great about the final product, and the clients were pleased with the content.
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