BrightonSEO 2024 - Copy that Converts - Tasmin Lofthouse

In this talk for the October edition of MeasureFest at brightonSEO 2024, Tasmin shares how she uncovers, crunches, and transforms customer, brand, and market data into copy that feels good, connects with perfect-fit clients, and converts them into happy customers.

Follow along as she takes you on a behind the scenes tour of the types of data she collects, the methods she uses to extract key messaging, and how she puts it all together to create copy clients (and their clients) love.

Transcript

1. How you can turn data into feel-good copy that converts Tasmin Lofthouse FIKA DIGITAL speakerdeck.com/fikadigital @tasmin-lofthouse
2. As a little girl, I loved to write #BrightonSEO @FikaDigitalUK tasmin-lofthouse
3. Then, I grew up and fell in love with Psychology #BrightonSEO @FikaDigitalUK tasmin-lofthouse
4. I started my marketing career 10 years ago #BrightonSEO @FikaDigitalUK tasmin-lofthouse
5. Back then, my copywriting process looked like.... #BrightonSEO @FikaDigitalUK tasmin-lofthouse
6. Open website Drink (decaf) coffee Write words #BrightonSEO @FikaDigitalUK tasmin-lofthouse
7. It wasn’t the best approach #BrightonSEO @FikaDigitalUK tasmin-lofthouse
8. And the results were okay. Not amazing. Just okay. #BrightonSEO @FikaDigitalUK tasmin-lofthouse
9. #BrightonSEO @FikaDigitalUK tasmin-lofthouse
10. Psychology #BrightonSEO @FikaDigitalUK tasmin-lofthouse Writing
11. #BrightonSEO @FikaDigitalUK tasmin-lofthouse Psychology Writing
12. So, let’s collect some data... #BrightonSEO @FikaDigitalUK tasmin-lofthouse
13. #BrightonSEO @FikaDigitalUK tasmin-lofthouse Brand Intake quiz Interviews Metrics
14. #BrightonSEO @FikaDigitalUK tasmin-lofthouse What the brand thinks their product does
15. #BrightonSEO @FikaDigitalUK tasmin-lofthouse What the customers knows it does
16. That’s why you need to dig into audience data #BrightonSEO @FikaDigitalUK tasmin-lofthouse
17. People are more likely to buy when you appeal to their emotional motivators #BrightonSEO @FikaDigitalUK tasmin-lofthouse Source: The New Science of Customer Emotions, Harvard Business Review (2015)
18. #BrightonSEO @FikaDigitalUK tasmin-lofthouse Audience Surveys Interviews Data mining
19. #BrightonSEO @FikaDigitalUK Surveys Collect voice of customer data on a large scale tasmin-lofthouse
20. #BrightonSEO @FikaDigitalUK Interviews Build on surveys with candid 1:1 interviews tasmin-lofthouse
21. #BrightonSEO @FikaDigitalUK Data mining Go beyond their network to find more audience patterns tasmin-lofthouse
22. No product or service exists in silos #BrightonSEO @FikaDigitalUK tasmin-lofthouse
23. You’ve got to keep an eye on the competition #BrightonSEO @FikaDigitalUK tasmin-lofthouse
24. #BrightonSEO @FikaDigitalUK tasmin-lofthouse Market Competitor analysis Industry trends Research reports
25. Now, it’s time to crunch the data #BrightonSEO @FikaDigitalUK tasmin-lofthouse
26. #BrightonSEO @FikaDigitalUK tasmin-lofthouse Source: https://www.notion.so/fika-digital/821f5066defc4ec8a6ded3a73c7d7e06?v=880c6c5926244da09f75baea3df724fe
27. Uncover people’s motivations for decision-making #BrightonSEO @FikaDigitalUK tasmin-lofthouse
28. #BrightonSEO @FikaDigitalUK tasmin-lofthouse I feel, therefore I am
29. Now, let’s turn that data into copy #BrightonSEO @FikaDigitalUK tasmin-lofthouse
30. Write like your users #BrightonSEO @FikaDigitalUK tasmin-lofthouse
31. Members described WTS as “welcoming” #BrightonSEO @FikaDigitalUK Write like your users tasmin-lofthouse
32. #BrightonSEO @FikaDigitalUK Write like your users tasmin-lofthouse
33. Look for patterns #BrightonSEO @FikaDigitalUK tasmin-lofthouse
34. #BrightonSEO @FikaDigitalUK Look for patterns Users said... tasmin-lofthouse
35. #BrightonSEO @FikaDigitalUK Look for patterns tasmin-lofthouse So we said....
36. Appeal to their emotions and desires #BrightonSEO @FikaDigitalUK Emotion > logic tasmin-lofthouse
37. #BrightonSEO @FikaDigitalUK Emotion > logic tasmin-lofthouse
38. Have fun with copywriting frameworks & techniques #BrightonSEO @FikaDigitalUK tasmin-lofthouse
39. #BrightonSEO @FikaDigitalUK Rule of three tasmin-lofthouse
40. #BrightonSEO @FikaDigitalUK Familiarity effect tasmin-lofthouse
41. #BrightonSEO @FikaDigitalUK Before-after-bridge (BAB) tasmin-lofthouse
42. Now, let’s quickly recap #BrightonSEO @FikaDigitalUK tasmin-lofthouse
43. Gather alllll the data Organise it with psychology Write high-converting words #BrightonSEO @FikaDigitalUK tasmin-lofthouse
44. Whewww, and that is just the tip of the iceberg #BrightonSEO @FikaDigitalUK tasmin-lofthouse
45. When did you last speak to your target audience? #BrightonSEO @FikaDigitalUK tasmin-lofthouse
46. If you want to create copy that converts, lean into the psychology of people #BrightonSEO @FikaDigitalUK tasmin-lofthouse
47. @FikaDigitalUK tasmin-lofthouse @FikaDigitalUK Thank You tasmin-lofthouse Tasmin Lofthouse fikadigital.co.uk Founder of Fika Digital, conversion copywriter & psychology geek