Why Your Audience is Showing Up but Not Taking Action
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Jess Jordana Paxson on Why Youāre Traffic Isnāt Converting and How to Get Your Audience to Take Action
Ever feel like you're finally nailing it on traffic and engagement only to have no one buy what you're selling? That's exactly what we're addressing in this episode with Jess Jordana. A copywriter, or as she calls it, heart translator, Jess is dishing out tips and advice on why your audience is showing up but not taking the action that you want them to, and some simple things that you can do right now to change that!
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Her Entrepreneur Journey
Jess got into her line of work in a roundabout way. She doesnāt have corporate copywriting experience, but she gained her experience from the classroom and understanding words and people. She started out as a high school teacher after being an English major in college. She didnāt want to teach, but went into it thinking it would be the āeasyā path while she dove into writing.
Teaching was an awakening and the hardest 3 years sheās had of learning what people needed from her and how to navigate teaching them the things she needed to teach while giving them what they needed. She decided she didnāt want to continue, and instead wanted to start her own business. Sheās now a copywriter and a brand messaging strategist.
What are the first steps in getting your audience to take action?
The first step is making necessary mindset shifts that are going to set you up to communicate your message on a consistent basis. Conversion is a buzzy word and everyone wants to 10x their conversion rates, but connection is the foundation of that and will help you make those conversions over the long term.
Connection is the conversion long game.
The first mindset shift you need to make is that your website needs to be less like an encyclopedia and more like a coffee date. Itās easy to think that your website is your brochure, but it has transitioned from that into a place where youāre developing a relationship with people. You have to start that relationship with someone as soon as they land on your page. Help your visitors really see themselves on the page. You want to capture their attention and show them that youāre their kind of people. Address their pain points, but address their strengths first.
How can someone start adding more personality to their copy if they canāt hire a copywriter?
There are two different aspects to this, and you should attack them differently - who am I as a business owner and how do I move people to action. If you think your message is pretty clear but youāre focusing on trying to move people to action, then thereās a couple things you can do and then evaluate if that was the problem.
Try to make your content more āskimmableā. Avoid long chunks of text that take a while to read. Pull out your ādrop the micā statements - those big ideas you have - and make them bigger headers to make sure that people actually hear what you say. Then make sure that you have a clear journey for your visitor when they land on the page all the way to what you want them to do. Try not to craft something outside of yourself, and instead dig deeper into who you actually are.
The magic that your business needs to tap into is when who you are meets exactly who they need.
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