Copy Hackers Conversion Copywriting

Course: Home Pages

Transcript – Week 4 of 10
TIME TRANSCRIPTED AUDIO NOTES
0:01 – Welcome to Week 4 of this course. I hope you feel like
Rounding you’re totally killing it, ‘cause you are. If you’ve
Research completed the homework up unto this point, you are
Out doing a really stellar job! So, kudos to you (clapping) little
claps all around for you, that’s awesome!

This week we are going to do a couple of things; it’s a bit

of a transition week. We’re going to finish off that
research summary that we started last week, because at
this point, if you’ve finished your homework, you should
have your survey results. All the survey data that we’ve
been waiting for to complete that document should now
be at your fingertips. So, were going to get into that
today, how to finish that document off, exciting!

But we’re also going to talk a bit about something that

will help as you begin to think through actually
optimizing the words on your page, and making sense of
really what you’re looking at when you’re looking at the
voice of customer data. By that I mean that today we’re
going to talk about one of the most essential topics in
copywriting that we need to get down before we move
further, and that is features versus benefits. So this week
is going to go like this: we’re going to do a little lesson,
cute little lesson ha-ha on features and benefits, and
then were going to go over to the research summary
report and fill in the remaining fields with particular
attention paid to the messaging hierarchy, which is really
going to be one of the key parts of that report that you’ll
be using as you create your second version, or your
treatment, for your homepage.

2:07 Let’s get down to the real basics of Features & Benefits.
Features &
Benefits So, I’m sure you can answer this, I encourage you – ha-
ha- if you’re not like sitting on an airplane and people are
going to look at you funny, um, I’d encourage you to
respond to the following questions with the answer that

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 you would have if you were in a classroom with me and I
asked you this question, and I pointed at you. Ha-ha,
because if we were in a classroom I would point at you:
what is a “feature”?

Can anybody tell me what a feature is?

So, my very loose and basic definition of what a “feature”

is, is that it’s a part of your product that does a unique
thing, or that fulfils a certain need. As an example, let’s
take our iPads. Most people have one – ha-ha – so that’s
an example that I’m going to use. You can see the
reflection. What is a feature of this iPad? What would
you say a feature is? A feature could be….this touch
screen. A feature of it could be its lightweight, toteability.
Ha-ha, toteability. Now, if we were to say that a feature
of the iPad is that it has a touch screen, that’s a feature
that is part of it that is identifiable when they’re putting
this product together, they’re including the touch screen,
and they’re doing that intentionally.

So that’s a feature of it, pretty straightforward, I think,

right.

Features usually can be looked at, or held. You can see a

feature, you can use a feature, you can do something
with it. It doesn’t mean it has to be something you can
hold in your hand and do something with, you know, a
feature for digital products will still be something that
you can use, you just might not touch it (holding hands in
air).

So if a feature of the iPad is that it has a touch screen,

what is the benefit there? What would we define a
benefit as? Anybody? Anybody? Ha-ha…(pause).

So in a nutshell and very basically again, a benefit is the

result or the outcome of what the feature does. It’s the
part where you get the value, where something feels
good or easy or exciting, or whatever it might be, but you
get something out of that.

4:55 Now, a touch screen doesn’t give me value. A touch

screen isn’t the value part. It’s the effect of using the
touch screen that is the benefit.

I hope this isn’t getting confusing; to me it doesn’t seem

confusing (ha-ha) but I could just be used to confusing
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 myself and getting through it, but what is the benefit of
touching a screen, of being able to swipe through, right,
put this little keyboard or whatever it might be. What’s
the benefit? What do, what value do you derive from
doing that?

Why did someone decide to create a touch screen on my

iPad?

What were they trying to solve there?

What was the point?

It was not just to put a touch screen on there. At least no

feature that we would want to really talk about would be
created just for vanity’s sake, unless it has to do with the
benefit of making you simply feel good or being
attractive, which can lead to benefits of their own. So,
let’s list off some of the benefits associated with using a
touch screen.

One, I don’t need a mouse. Goodbye mouse. If this is

supposed to be portable, then I won’t have a mouse. So,
I won’t need a mouse, which is a benefit in that I’m now
hands free. That I can do everything I want with my
hands and I don’t need to carry with me a mouse.

What’s another benefit of a touch screen? What else can

we get out of using a touch screen?

It’s fast, right? If we’re doing this and we want to move

quickly, it’s fast (holding up iPad and running finger over
touchscreen). Great! I can move all over the place, I can
go to the internet, all of that. That’s a benefit. Speed.
Time. Things associated with how much time things take
are always going to be beneficial to people, as are things
associated with saving money’ those are the two most
basic benefits or groups of benefits that we can ever talk
to.

7:02 So, we could list off lots of benefits of touch screens.

Great. There’s, there’s all sorts of things that we could
say that are awesome about a touch screen.

All of those benefits were focused on what one thing?

Anybody. Anybody. (Ha-ha).

They were focused on the user. They were not about

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 what Apple thinks is cool. There about what the user is
going to go through when they’re using their tablet.

So it goes without saying that most of the benefits you’ll

find will come from listening to your customers or
watching them use your product. Now, this speaks to
another part of research that we haven’t done for this
particular course because we didn’t do with App Design
Vault. But that you could do, and what I often
recommend people do in order to get to the benefits of
their product or solution. And that research is watching
people use your product.

Now when I was with Intuit, we did a lot of what’s called

a “follow me home”. A “follow me home” is where you
go to someone’s house, you watch them buy
QuickBooks, let’s say in Future Shop, and you say “Hey, I
see that you bought QuickBooks. I’m from Intuit, it would
be so awesome if we could see you actually setting this
up”. Or, we find out, you know, through the sales center
someone bought one on, you know, by calling in, then
that sales persons says, “Well, hey, would you mind if we
had someone come out to your house and watch you set
it up?” Or, when there’s a support issue, “would you
mind if we had someone come out to your house or your
office and watch you try to work through this problem?”
Those are actually, literally, following someone home,
and that’s why they’re called “follow me homes”.

And what they do is they reveal to you what people are

really feeling when they’re going through using your
product. And this could be using your service, if you were
to record an interaction with somebody, or have them
speak their thoughts around what it’s like to use your
solution or to work with you / with your service, or
whatever it might be.

What’s the WOW moment? What’s the benefit? What’s

the “Oh my gosh! I didn’t even realize it could do that”,
or “That’s going to save me so much time”. You know,
those things that you can know when you’re actually
watching somebody use your product.

9:30 Okay. So let’s repeat. A FEATURE is a part of your product

or service or offering that does something unique, or that
solves a problem in some way. The BENEFIT is the
outcome of what that feature does. It’s the value that
your customer derives from using the feature.
4 Transcript of Conversion Copywriting Course – Week 4 – CopyHackers.com
 Now when it comes to benefits, we will see that there
are layers of benefits. Every benefit generally speaking,
has tons of benefits underneath that one benefit. So,
let’s go back to the Apple touch screen feature and
benefit discussion. Now, the benefit of using that
feature, which was the touch screen, the benefit, one of
those benefits, was that you can do things quickly, you
can move quickly through your files. Quickly. Quickly,
quickly, quickly. Fast is good. So that’s the first level,
that’s the top layer of benefits. It’s fast.

So, what’s a benefit below life moving faster? Now you

can keep up, this tool can move as quickly as you do.

What’s the benefit… below that? That’s a good benefit. I

want something that doesn’t slow me down. So, what’s a
benefit that’s, what comes out of that? What does that
mean for me as a user? What does that mean for me as
Joanna Wiebe, ha-ha, a small business owner, with lots
of data all around her all the time, there are lots of things
to do. Lots of things that are on the go? What does it
mean for your customer when they can do something
like move quickly now because of what you’ve created
for them? What’s below that?

So if you know that your end user is a small business

owner, what are some things that a small business owner
could do more of once they’re able to move faster?

And not just, not just, you know (ha-ha) random, crazy
amounts of things, cause of course we could always say if
you’re saving time then the result, the ultimate benefit
could be that you have more time for your family. And
the ULTIMATE message could be that you can always go
see your child’s Saturday morning soccer game. But, we
want a benefit usually to be closely associated with the
feature were talking about. So, let’s not go too far down
in the layers to like this great, massive, ultimate benefit
that your whole solution is designed for. Cause we don’t
want to talk about just that one massive benefit; we
want to talk benefits that are associated with this, this
major one, this time saving.

So I’m able to move quickly as a small business owner. I

can move quickly, what does that mean for me? So if we
know about what kind of small business owners were
working with, and if we know that they are from

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 agencies, or they’re consultants, then we know that they
have clients. What does it mean for me when I’m sitting
in an office, giving a presentation, showing my client the
new creative we developed for them - with a little
projector that’s attached to my iPad - what does it mean
– ha-ha – what does it mean when I can flip quickly
through and answer their questions, “Well what will our
app look like”?” What will our website look like?” “What
will all blah, blah, blah look like?” If I can flip through
quickly without having to go get out my mouse and look
down a file list, and wait for things to load, and they’re
chugging along and then filling in the gaps in the
conversation, and I know they’re all watching sitting
around this board room table waiting for me to bring the
file up on the screen. What does that mean that all I have
to do... is CLICK and voila…there it is! (shows iPad)

That’s what it’ll look like, it’s loading...haha.

What are the benefits there for being able to move

quickly?

If we could list off the things that are beneficial about a

benefit, then we can see how we can start to paint a real
picture of how this tool that you’re offering will integrate
into their lives and make things better for them. And the
ULTIMATE outcome is making things better for people.

13:55 Okay. We’ve talked about the basics of benefits and I

hope that that’s given you something to think about as
you look through the things that your customers say
about their pains, and what their looking for, and what
they’re hoping you can solve for them. But pain flipped is
truly a benefit, so any pain your customer has should
drive a feature, and that feature will eliminate the pain,
thus creating the benefit. So, pain flipped is your benefit,
an important point to remember, especially as more and
more start-ups spring up that are creating similar
products, like everybody’s doing inventory management,
or everybody’s doing HR management, or everybody’s
doing some auto responder tool or something like that.
We’ve seen this along the way in life, but it feels like in
life, ha-ha, I’ve got so much wisdom, but throughout the
years I mean we can look back and see how people have
competed. And of course when there’ve been barriers to
entry, it’s been harder to get in naturally; now that so
many of those barriers are down, especially in the
software space, there’s obviously room for more
6 Transcript of Conversion Copywriting Course – Week 4 – CopyHackers.com
 competition.

So, if we’re all in agreement that there are a lot of people

creating similar products online right now, then let’s talk
about a key benefit that we need to consider and it’s
just, it’s a category of benefits. And that category is
“How you do what you do”…

So I talk about this in Copy Hackers Book 1. If you’ve read

it, you’ll probably recall – and if you haven’t you should
go and maybe read it – but I’m also going to be speaking
to some of what I said in that book, so. So, sometimes
there are benefits that don’t align directly with features.
Where every feature should have a benefit, every benefit
doesn’t have to have a feature. And when we’re talking
about how you do what you do, we’re usually talking
about things that aren’t directly related to features or to
a SKU in particular that you’re offering; rather, they’re
about how you get to that point. You only use FSC paper
products; that’s how you create the paper products that
you create, like books. Or, like packaging for your
software – “we only use FSC paper products”. The
benefit of how you do what do is that you minimize your
carbon footprint, which has benefits, of course, all of
their own: future generations are in better positions. The
list goes on or around green messaging. But that’s how
you do what you do.

It’s not a feature that then has an outcome. It’s

something else that you do that separates you as the
company or it’s a decision that you’ve made as a
company to do things a certain way.

“We don’t outsource to China.” The benefit of that, that

how you do what you do, is keeping things in your
country where you have a work force that’s ready to be
hired. There’s a benefit associated with that. If your
audience is interested in that benefit, that can go a long
way.

How you do what you do may also speak to the design of

your product. Design is a huge differentiator and we will
get into differentiators more when we get into phase 2,
so we don’t want to talk too much about that yet. But
design as a key benefit of how you do what you do or the
outcome of design, the way people feel when they use a
well-designed product, or one that’s been sensibly
researched. If it’s a user experience we’re talking about

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 being very well designed – that’s how you do something.
You’ve heard from your customers that it’s important
they have something that makes them feel great, or
that’s really easy to use. And you’ve decided to make
your product that easy and that “feel good”.

How you do what you do then is a great benefit to it.

So be sure not to overlook how you do what you do.

18:06 Now sometimes when we’re talking about what’s a

“feature” and what’s a “benefit”, we also talk about the
idea of what people need versus what they want, and
what people want versus what they need. And this is a
concept that will help you as you write your copy, so it
could work in phase 2, but I think it’s worth noting now
as you start to get the sense for the messages you’re
going to put on the page based on what you’re seeing in
the VOC data.

So, do you want people to want your solution, or to need

your solution?

That might sound silly, but if we know that someone

needs a toothbrush, you NEED a toothbrush ‘cuz you do
you have to brush your teeth. Now, if you NEED it you
can sell something on need alone. But the way to take a
NEED and sell more of that thing that’s needed is to turn
the need into a want.

1. Solve the NEED

2. Make the product so desirable or the outcome of
it so desirable that people want it.

And that’s why we don’t see the same toothbrush being

created all the time. There’ll always be the basic
toothbrush that satisfies that need, but the other ones
have promises that satisfy a want.

On the flip side, things people want should be turned

into things people NEED.

So let’s look at something that people want. People want

a Mercedes Benz, they WANT it. They desire it. They
know they could get by with, you know, a Tercel or
something – is that even a car? I think so. They know
they could get by with something simpler that doesn’t
have 500 horse power, ha-ha, that doesn’t roar when it
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 pulls up…when we’re talking about wants, we’re talking
more about those items that are more desirable than
they are logical. So, you don’t NEED it, you want it.

You NEED a car to get to and from work. You want a

Mercedes Benz.

So, how do you take a WANT that’s always competing

with a just a basic NEED, and make that WANT feel like
the NEED, so you don’t just WANT the product, but you
NEED that product?

The way that we might do that with something like

Mercedes, and what they do, is that they take, they know
we desire their product. You know it’s not rational, you
know you don’t NEED it, but they tell you about all the
things that you NEED from them. They have safety
features coming out the Ying Yang, so once you’re sitting
in that car, considering it, now they’re going to tell you
about how they have the patent on every safety feature
ever created except the seatbelt. From airbags – they’re
the safety guys – you would never know it because this
AMG is lightning fast, ha-ha, but in fact it’s filled, this car
is filled with everything that will keep you and your
family on the road. And more than anything, you NEED
your family to be safe on the road.

So, in that example we can see how you can turn a WANT
into something that people think they NEED.

That’s the idea.

If you’re creating a solution, or selling a solution that

satisfies a NEED, to sell more of them you have to
connect with how there’s a WANT there, too.

If it’s a NEED and you’re just settling for “Hey it’s a need,
come get it, this is your need. It’s solved right here,” then
it should have a pretty low price point. If you want to sell
more of it make sure there is some want built into it.
They have to want it. That toothbrush has to whiten the
hell out of their teeth, it has to, like, massage their gums,
they have to come out smiling, pearly whites. It has to do
all these things that satisfy their deeper wants. If you
have something that is a more desirable thing that might
not be the most logical solution, maybe it’s more
expensive item because you’ve built in some crazy great
design, then satisfy the NEED side of it in your messaging

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 too. They know it’s a WANT; they want it. But now you
have to help them to understand and to believe that this
is the best possible decision they could make to get that
that WANT because it truly is something that they need
in their lives.

So that’s a brief overview of features and benefits, which

includes needs and wants. We’ll get into more things
around value prop and differentiation. As we move
forward in phase 2; we’ll talk about promises, we’ll talk
about the things that you’ll have to think about when
you’re writing a page.

But for now let’s switch back over from this topic back to
that research summary that we’re working to complete.
Open up your surveys that you’ve completed over the
course of the last week – I hope, ha-ha – and we’ll go
through and finish that off.

23:34 How to complete the research summary, with particular

Research emphasis on the messaging hierarch.
Summary
First things first. What on earth is the “messaging
hierarchy”? A messaging hierarchy quite simply is the
order in which you should present your messages to the
end user that you’re trying to convert.

So, you may have one messaging hierarchy for prospects

versus a messaging hierarchy for returning customers. If
you knew that your homepage was visited primarily by
returning customers, let’s say for an upgrade or sort of,
period of time, if you were doing a lot of email marketing
that drove existing customers to that homepage, then
your messaging hierarchy would be targeted towards
that group of people – your existing customers you’re
trying to upgrade. In most cases and for the purposes of
this course, we’re going to talk about your messaging
hierarchy for your homepage in particular, being focused
on those new users or people who are coming to your
site who have not converted with you in the past.

Basically, all we’ll do with the messaging hierarchy is take

the most important messages and list them out in order
of importance, one, two, three, four, five and onward,
on this page in the report. Pretty straightforward, right?
So what you’ll do is you’ll refer to everything we’ve
already looked at throughout this research summary,
everything that we’ve been able to rank and note as key,
10 Transcript of Conversion Copywriting Course – Week 4 – CopyHackers.com
 you know, pains or problems and benefits and everything
that’s come in from your surveys, as well, and that
you’ve used to complete the rest of this report, and we
will organize those messages in order of importance.

Now before we get into actually doing it, let’s talk about
why you want to. Ha-ha, and I think that you probably
already know the answer to this: there is a common
order of questions that people need answers to as they
use your site. We’re going to talk next week about the
answers that your page should offer up quickly for new
users that will, you know, minimize bounce and increase
engagement, that sort of stuff. But, but that’s going to be
separate from talking about your specific messages, and
that’s what we’re talking about here.

So there will be an order in which people need to see

your messages presented. It won’t always be the same
for everybody so it’s not like its going to be cut and dry,
hard and fast, “we’ll always say this absolutely first and
most prominently”. But the idea is to create some
organization to your page that makes sense, that isn’t
random because we don’t want to throw things on your
page and hope something sticks. That’s not what this
entire course is about, and that’s not what conversion
copywriting is about. We want to know the best order to
put those messages in for the best end user / visitor
experience on our site with the “best”, ha-ha, meaning
the user’s happy and we’re happy because they
converted and they’re a good prospect to convert, so
everybody’s happy.

Now also before we move into listing out these messages

and showing you what I did for App Design Vault, let’s
talk about how to take this messaging hierarchy and
present it on a page. So you won’t be listing out your
message one, two, three, four, five down the page; that’s
not how we’re going to get the most eyes on the
messages we need them to see. So, let’s think about how
people look at pages. How do we look at the information
that’s presented to us on a page? And when we’re
thinking about this, we want to talk about basic
prominence of display, or how prominently something is
displayed.

Messages that are very large, that are in a large font, a

bold font centered in the middle of the top of the page,
those get eyes on them quickly. Messages that are

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 placed on, near, or in the vicinity of, I guess, images and
videos are things that draw our lizard brain, um, which is
of course that quick, (snapping) “oh look at, look there,
look there, look there”, ha-ha, that part of our mind.

If you put a message near the thing that’s already

drawing a person’s eye, then they’re more likely to see it.

When we think through taking your messaging hierarchy

and listing those messages out on a new draft of your
homepage, we’re not going to be talking about one, two,
three, four, five down the page anymore. We’ll talk
about message #1 being possibly your headline. Message
#2 being either subhead or something close to an image,
and then all of your other messages being positioned in
such a way that they get the right eyes on them, or that
they don’t get lost.

That’s one of the big things with messaging hierarchy –

put the messages where they’ll be found, and put them
in a formatted way that will further enhance the
likelihood of them being found by your visitor’s eye.

29:17 So let’s look now at the hierarchy for App Design Vault.
Now I’d like to point out that the language that we’re
using in the messaging hierarchy will not necessarily be
the actual language that will end up on your page. This is
the order of messages, and as we go through and look at
these messages, we will be able to identify where we
need to go and grab some verbatim from further down in
the research report itself, or the summary. So for App
Design Vault, this was the order of the messages that we
knew or we hypothesized we needed to organize the
information in.

The first, the biggest benefit that anybody mentioned

that was mentioned repeatedly – as we saw with
frequency of statement and things like that further down
in the summary – was that people were looking for a
great design, a great look and feel, a great U I. That was
and is, we hypothesized, the most important message to
display to new users when they first arrived on the page.
That was what they wanted most. That was the key value
that they were looking for. That’s what we had to tell
them we had.

The second was a “save time” message. Save time is

good, it’s great, um, and save time is usually a stronger
12 Transcript of Conversion Copywriting Course – Week 4 – CopyHackers.com
 message than say, money, because we do value your
time so much; we only have so much of it. So in this case
we did see a lot of mentions throughout all of the data
around saving time versus doing something else.

Now, as you can see here, there were at least eight

things that people were saving time on. So, they were
saving time versus the tedium of producing graphics
themselves at various resolutions and cutting those PSD’s
up themselves. So great. You no longer have to do that,
that’s a pain eliminated, and the benefit is that you saved
time. All down this list, I’m not going to read through
them because you can read them yourself, but we can
see that there were a lot of ways where “save time” is
important.

Is saved time more important than getting a great

design? That’s a call that we had to make, and that’s
because we can see that there was a lot of mention of
both of them in the survey responses. Now, is the
greatest value that a company like App Design Vault
offers saving time? Is that what people want most from
them? Is that the #1 thing they’re coming here for? We
had hypothesized not. This is an app design template
company; you don’t come here because you, you’re
stressed about not having enough time. You’re coming
here, for starters, because you want that app design you
can’t do yourself. You need a great looking app design;
that’s why it was #1. Secondly, you’ll want to save time
with that great design.

Third, they told us that they wanted a better starting

point, they didn’t want a design from scratch, they don’t
think of themselves as creative people.

Fourth came the “save money” idea. Save money versus

hiring a designer; save money versus doing custom visual
work yourself. Now, when we compare this to what we
had on as the headline of the control, which was entirely
about saving money versus hiring a designer, we can
already start to see that there are key areas of
optimization opportunity here.

If we’re right, that save money isn’t the most important

message – that save money versus hiring a designer is
perhaps the fourth most important message – then
having it as message #1 is already a bit of a mess. Or we
could guess or assume that it was a mess, based on what

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 we’re seeing, and then test that, of course.

Finally shortening the development cycle, this again

speaks to our target audience that we identified as
developers, so shortening that development cycle is a
key message, um, but not the most important message.
And you may say “well shortening the development
cycle, isn’t that part of, like, saving time, like, if I can
shorten that, shouldn’t that just go under saving time?”
And there were parts of that that did go under the save
time message, but we can see “below shorten the
development cycle” that there is a whole other list of
benefits that come under that, like save money on
programming services, um, or save that time, again, if
you’re programing the apps yourself.

We knew our secondary audience was around, you

know, designers or people who are crating apps in house,
and they might have had to work with a programmer, in
house, which can be a challenge trying to get those
resources. As anybody who’s worked internally at any
company with a development team and has had to try to
get those resources, it’s a bit of a challenge. So, saving
money versus actually outsourcing those programming
services, um, was a key part of shortening the
development cycle for that second audience. Faster
design process is shortening the development cycle as
well, and implementing that application logic
immediately because it came with that sample X code,
um, that’s also part of shortening the development cycle.
So those aren’t directly related to saving time; they are a
message in themselves.

35:01 And then I wanted to list out, and I would hope that you
would also list out, other messages that are rising to the
surface, but not big enough to create their own space on
the page, or to warrant full messaging intention. Those
are little things like everything that we listed here for
App Design Vault around being a one-stop shop for UI.
They are good ideas to pull out, and perhaps some of
them would be great ways to position, um,
AppDesignVault.com or the solutions themselves and
they could be tested as prominently placed messages at
some point, and slowly work their way up to be tested as
perhaps, a headline.

But, so they’re cool messages, they could be useful

messages, but they don’t warrant a place on the top of
14 Transcript of Conversion Copywriting Course – Week 4 – CopyHackers.com
 the hierarchy, or in that space where we’re putting the
messages that customers have told us are the most
important to them.

So, I hope that that helps you as you are going through
all of your data and trying to piece together this
messaging hierarchy. Think about what people are
looking for, think about how to group those messages in
meaningful ways, and also think about how they’ll be
positioned in the end. Don’t let your own desires, of
course, get in there, right, if you – that’s the hardest part,
maybe, what you already think is the right order of
messages to put things in, and you may be looking
through your data for validation rather than looking
through objectively for the right order of the messages.

It would be easy if I had written the original page for App

Design Vault and I were to see that “save money versus
hiring a designer” message not coming through loud and
clear, I could convince myself that “oh no it’s not coming
through loud and clear” and move it up on the hierarchy,
and that would potentially not result in the kind of
results that we want. Stay objective, keep your voice or
keep your assumptions out of there. Be that person, that
experimenting scientist who lets the data tell him what’s
going on, or her what’s going on, rather than forcing your
own voice into it.

Now, maybe this doesn’t make, I mean this doesn’t apply

to you, and you would never do that, that’s cool. There
are some people who would do that, and I simply know
that based on experience in doing this before; it’s not an
assumption about anybody here, it’s not like a
judgement, I just want to make sure that we’re doing
everything we can to keep you on the path, the straight
and narrow, toward getting that better homepage
variation that you can then test and see major wins with.

That is week 4, and that is the completion of Phase 1 of

this course, so another clap for you (ha-ha), it’s been a
very clap friendly sort of week. Now, though, I guess that
clap might have been premature, because you’re not
quite done. Because now comes the exciting part, the
part where you go off and do your thing…now comes the
homework.

38:25 Complete the research summary using the data you

YOUR gathered after completing last week’s homework.

© 2013 Copy Hackers | More at www.CopyHackers.com

HOMEWOR
K Because Phase 2 is focused on the hands-on work of
optimizing your home page – and App Design Vault
engaged in a visual redesign – will you be hiring a
designer…or switching to a different WordPress theme?
Start thinking through your plans and investment level.

16 Transcript of Conversion Copywriting Course – Week 4 – CopyHackers.com