author
Joanna Wiebe
Copy Hackers

About Joanna Wiebe

Founder and CEO of Copy Hackers, Joanna Wiebe helps businesses to get their message across in a way that converts. As a conversion copywriter, she continually illustrates the dramatic power of words, combining a mixture of old school copywriting techniques with modern optimisation techniques. Merging the best of both art and science to help you create messages your customers will love you for.

In her Learn Inbound talk, Joanna shares from-the-trenches case studies in writing copy that converts for SaaS and e-commerce. And guess what! All of the winning copy is considerably longer than the losing copy. See why long copy works and how to use it.

Key Takeaways

  • Don’t make your page longer by simply cramming all the copy into one big paragraph, or letting images and videos do all the work
  • Vague and summarised messages like “save time and money” make you unmemorable
  • Longer copy helps your visitors visualise, makes concepts concrete and shows your visitors themselves on the page
  • Make sure your copy passes the Closed Eyes Test, connect the dots and rewrite the ‘I’ and ‘we’ sentences so they start with ‘you’

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