Career Changes: So Much to Learn
I’m not even halfway through the CXL’s Conversion Optimization mini degree and I’m already planning what course I’ll take next. It feels like there’s just so much to learn. There’s so much to read and practice before I’ll feel comfortable enough to start looking for a job.
I read an article some time back that said men apply for jobs they know they don’t have the skills for and figure things out along the way. Women are far more cautious and wait until they know everything about a particular job before applying for the position. I’m definitely a “wait, let’s learn everything about it first” type of person. Who wants to jump into a situation that you don’t have the skills or knowledge to handle?
But having been on this learning training for a while, jumping from course to course, I do have times where I wish I had the confidence of a man and could just get started in my new career. However, having said that, I am happy that I finally found this course through CXL Institute. The Conversion Optimization course has given me a template that I can use and improve on. I think I can stop jumping around from training to training (hopefully) and start progressing in this field.
Intro to Conversion Copywriting
This week I was able to focus and get serious about the time I set aside for training. My sleep suffered a tiny bit but I figure there will be time to rest later (fingers crossed).
Writing has always come easily for me, probably a little too easy, which is why I never took it seriously. Well, that and the fact that I didn’t want to be a writer, which as I knew it was the only option available for a career in writing. Imagine my surprise when I learned that a whole world awaits people who can sell with words, which is really what copywriting is all about. I enjoyed the material more this week because it focused on the area that I’m particularly interested in — Conversion Copywriting.
In this module, we looked at the process of writing great copy, which includes research (which, like a true introvert I enjoy doing), testing, and a bunch of other steps. I think what I like most about conversion copywriting is that nothing is left to chance. There’s so much research and testing that goes into it. It’s not about your talent as a writer because you don’t need to be a “natural writer” to write good copy. You just need to be able to follow the right process.
With conversion copywriting you essentially, research prospective customers, find out their pain points, motivations, and anxieties, and put it all on the page in a way that makes them feel like you understand where their coming from to guide them towards the action you want them to take (i.e. buy something). The chances that you’ll suffer from a lack of writing inspiration is slim because you’re getting the information straight out of the horse’s mouth.
Then you go and test it to make sure your copy is effective.
Product Messaging
I absolutely love the Product Messaging course done by Momoko Price. She broke the Conversion copywriting process down. Many times, I wouldn’t want to go to sleep because I wanted to keep learning. She taught the entire copywriting process from beginning to end and included templates. It was like Conversion Copywriting for Dummies. You can’t fail, following her process.
Now, I have a framework for doing heuristic analysis. I can work with a startup business to help them develop their value proposition. I know how to use Microsoft excel to compile the results of the voice of customer data. Nothing was left uncovered.
I feel ready to put what she taught into practice. It was that comprehensive and easy to follow. This is the kind of training I’ve been searching for. Something that will give me a platform to build upon.
After her module, I called up a friend and asked if I could tinker around with their website just to reinforce what I’m learning. This is the kind of course that you keep so you can refer to over and over again.
Influence: The Psychology of Persuasion
I’ve heard so much about Influence: The Psychology of Persuasion by Robert B. Cialdini concerning copywriting that I need to stop procrastinating and start reading that book. I already have the ebook and have it on audible, I don’t know what’s causing the delay.
Nearly every copywriting course that I’ve ever taken (and I’ve taken a few) has referred to that book and Cialdini’s seven principles of influence. The book, as the name implies, looks at the seven ways to influence people, that is
- Social Proof — We trust things that are popular or endorsed by people we trust.
- Authority — We are more likely to take action if told to do so by a trustworthy figure.
- Liking — We are more likely to believe, trust, or buy from people we already like.
- Scarcity/Urgency — We are more drawn to things that are exclusive and hard to come by.
- Commitment/Consistency — People tend to stick to what they’ve already decided to support.
- Reciprocity — Human beings are wired to want to return favors and pay back our debts.
- Unity — We are just like you.
As these principles were being explained in the course, I realized how much advertising is actually governed by them and how many times I’ve fallen prey to their use. Always done subtly, you hardly notice you’re being influenced in any particular way.
I think the principle I’ve fallen for the most is scarcity/urgency.
Additional Lesson
One thing that I’ve noticed with copywriting is the need to be knowledgeable in different areas such as Psychology, Sales and Marketing, Writing, and now research. I’ve also noticed how much prominent copywriters like to read. They seem so knowledgeable in a wide array of topics. It’s no wonder because as I progress in this mini degree, the more articles I read and the more books I add to my #readinglist.
It could just be the honeymoon phase of my new career making everything seem so rosy and glossy but I think I’ve found a way to make money where my love of reading, introverted nature, and writing ability can live in harmony. I never would have guessed it would be in marketing to honest.
