![]() VOC research is a way to capture the real, authentic voice of your dream families as they describe their interests and worries, how they define success, what they care about, what their ideal school looks like, and any preconceptions they might have about your school or schools like yours. ![]() So, how can you get to know your dream families? It’s time to do some Voice of Customer (VOC) research. Only by understanding their wants, needs, motivators, and challenges can you begin to write copy that will inspire them to take immediate action. To write content that converts, you first have to know your audience.Īs with all school storytelling initiatives, conversion copywriting requires a deep and intimate understanding of the dream students and families you are trying to attract. ![]() ![]() It involves lots of research, technical know-how and testing … but the intense effort is worth it. It’s about understanding what will persuade your audience to take action, and then crafting content that leads them to take that action. All content on a page or in an ad is working together to prompt the reader to do the one thing you want them to do, such as:Ĭonversion copywriting is more about science than it is about creativity (though creativity still plays an important role). ![]() Conversion copywriting is exactly what it sounds like: writing copy that is aimed at converting the reader to take a specific action. ![]()
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