Grow With The Flow: How to Shape Customer Experience Through Copy

If your website is supposed to slay at selling, and, hot tip — it is! — then you prooooobably need more control over that sales converThurman. [quietly] See what I did there? You’d never tell a prospective customer about your pricing before sharing your product or service’s benefits, soothing their objections, and showing proof that other customers are satisfied. But most websites allow users to navigate freely, without pushing them in one direction or another. And that means people might see your message in the wrong order… or not at all. Thankfully, copywriter and marketing strategist Rob Marsh is here to save us from wishy-washy, “what-if” websites.
11/14/2019

Welcome to Marketing Is Broken, your upsettingly accurate weekly source of marketing wisdom. I’m your host, Josh Braaten — and today, we’re talking about the deep, dark secret your website has been hiding.

What if I told you… YOUR WEBSITE HAS SECRETLY BEEN A SALESPERSON THIS WHOLE TIME.

And even worse…

IT’S LEAVING YOUR CRUCIAL SALES CONVERSATIONS UP TO CHANCE. [bloodcurdling scream]

If your website is supposed to slay at selling, and, hot tip — it is! — then you prooooobably need more control over that sales converThurman. See what I did there?

You’d never tell a prospective customer about your pricing before sharing your product or service’s benefits, soothing their objections, and showing proof that other customers are satisfied.

But most websites allow users to navigate freely, without pushing them in one direction or another. And that means people might see your message in the wrong order… or not at all.

Thankfully, copywriter and marketing strategist Rob Marsh is here to save us from wishy-washy, “what-if” websites.

Watch the episode to hear Rob answer these questions:

  • Tell me about sales messaging. How do you go about understanding and mapping out the “flow” of your message, from ads to informational content to sales copy?
  • What role should a business’ website play in relaying a sales message? Is it the website’s job to sell?
  • What are some common misconceptions about the role of a copywriter? What does a copywriter really do?

There you have it, folks! Feel free to tweet recklessly, let your social media channels wither on the vine, and blog on irrelevant topics to your heart’s content — but whatever you do, don’t break your sales message flow.

Author: Josh Braaten

CEO - Brandish Insights

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