How to Increase Your Conversion Rates |  Marketing Tips | Peter Thomson

How to Increase Your Conversion Rates | Marketing Tips | Peter Thomson


– The biggest opportunity that
anyone who’s in business has to improve their conversion
rates, their turnover and their profits, is
to improve the quality of the words that they write. But in a very important
and slightly different way. Hi, my name’s Peter Thomson. I’m the UK’s most prolific information product creator and over the last 25 plus
years, I’ve been making loads of videos, as I’ve said before, some of them absolute rubbish,
some of them pretty good and some of them okay. Well, today, hopefully,
it’s going to be one of those ones that ranks in the top ten. Because this really is
an important area. It seems to be, and I’m sure
you can agree with this, that one of the ways
we interact with people is through the words that we either say or the words that we write. People read them or they hear them. Unfortunately, on so
many emails, on so many direct mails, on so
many webpages, the words that are there are bland. They don’t do the job
they’re intended to do. And I know one of the
reasons why this happens and let me share it with you now. The biggest thing is that people do not spend enough time. Dramatic pause. Editing the words that they’ve written. And when they do edit, it’s a quick job and they end up looking at the words and then reading what
they thought they wrote, rather than what they actually
wrote that they could change. So, what I’m going to do
in a minute or two for you is I’m going to give you
three ideas for the editing stage of your writing,
which will really make a difference for you. Three unusual ideas by the way, but I know that they work very powerfully. I spent a lot of my time writing copy both for myself and for
my clients and I know that probably 75% of that work
is the editing stage, not in the writing stage. So, I’ve got my note’s down here. So, what I want to do is
to share these thoughts that I have prepared for you. Firstly, I was chatting
to a friend of mine who’s name Steve Lewis
and he and I were talking about writing and editing the other day and we came up with this
expression together. “You write like an author, but you edit “like a reader.” Yeah, makes sense, doesn’t it? You write like an author,
the author of the words, but you edit it as
though you are the reader of those words because the writing and the editing are two
totally different mindsets. With the first one, we’re being creative, very right-brained in fact, being creative with the
way in which we’re crafting the words and the sentences. But when we’re doing the
editing side, we’ve moved into cynic mode and we’re
going: “Does that work? “I don’t think it works.
Why would that work?” Yeah, and we’re being far more critical about our own words. So, let me give you those three ideas now that you can take away
and use straight away. Firstly, to do a word
count, in the sense of how many times we use
the word “me”, “our”, as opposed to how many times we use the word “you” and “your”. Very often when you read
a webpage, you’ll find that it is– It’s said in
the copywriting industry like this: “People ‘we’
all over their copy.” In other words, “We started
in business like this “and we do this and we’ve done that “and we can do this.” And they talk to an audience
that’s a group of people rather than being specific. They talk about “our
clients” rather than “you”. So, what you might do,
and I did this recently for a client of mine, in
fact, is to take a picture of written work and then go through it, and highlight in different colours, the use of the words “we”,
meaning us and our stuff, and “our”, as opposed to
the words “you” and “your”. And you’ll find that if you do that, the way that I do it is, is that I do it in red for
all the “we” and “our”, and green for all the “you” and “your”, you can just look at that page and go straight away: “Oh, yes, I can see “that we’re out of sync.” You certainly, as a guideline,
worst-case scenario, it wants to be twice as
many “you” and “your”, the client that you’re
talking to individually. And one third, based
on what it is about us, the “me”, and “my”, and “our”, and “we”. So, just about two-to-one.
That’s a good ratio. That’ll work well. Secondly, go through your
copy in the editing stage and change as many times as you can, variations of the verb “to be”. So, rather than using
“is” and “are” and “was” and “will be”, see if you can find different verbs for that. Using “to be” is just a little bit lazy on the copywriting side. I remember Roy H. Williams,
the Wizard of Ads, who I interviewed so many years ago, saying to me, in answer
to my final question, which was: “Roy, if you had anything else “to add that would help
people be more successful, “what would it be?” And he said: “Use better verbs.” So, find better verbs
rather than this simple way of just “to be”, “is”, “are”, etc. And the third idea for this
is to use the present tense instead of the future tense
when you go through and edit. Very often when we’re
writing we can write in the future tense in the sense
of: “I will send you this “and you will receive that.” Active and passive voices. And it’s always in the future, rather than in the present. So, rather than saying, “I will send you “this bonus.” say, “I
send you this bonus.” It’s far more powerful, far more powerful, I’ve found. So, there are three cracking ideas to use in the most powerful part of copywriting, which is the editing stage. Really, really good copywriters spend a lot of time editing. And most people who
aren’t so good at copy, just write it and stick it out there. And when we do that we make mistakes, because obviously in the
editing, we’re looking for typos and continuity
and those various things which we can talk about in
depth on another occasion but you can take these
ideas away and use them. I’m sure you can, I use them all the time. If you’ve got any comments at all, please put them down there somewhere and we can start a dialogue. And in the meantime,
I continue to wish you every success in all
your adventures in life. Particularly on the editing side. And you have freedom from anything that may have held you back. And freedom to be, do and have, whatever you set your heart and mind upon. I’ll see you on the next one. Bye for now. Thanks for watching. Subscribe and hit the notification bell for more videos. Then click to watch the next video. Remember to visit our
website at peterthomson.com and download you free
copy of my latest book, “How to Write Your Business
Book In Five Days or Less” Until next time, cheers.

3 thoughts on “How to Increase Your Conversion Rates | Marketing Tips | Peter Thomson”

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  2. Thank you, Peter for your tips and wisdom of how to write. Colin Lindsay speaks so highly about you and your experience over the years. Galia

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