>Content audit for more effective messaging

‘Copy is twice as important to conversion rates as your design.’

Unbounce

How effective is your existing messaging? Do you even know? Can you spot weaknesses that are costing you money?
Can you identify opportunities to make you more money?

Could you rate your messaging across the 16 most important sales criteria?

Know Your Enemy

Messaging that’s clearly broken is NOT your real enemy. Obvious mistakes like bad spelling and grammar are easy to spot and quick to click into shape.

The real enemy is ‘passive” messaging. Weightless writing or writing that tries to convey your value in ways that people don’t understand or don’t believe,

Messaging that bleeds leads and loses you sales every minute of every day.

It’s called ‘false friend’ messaging. And it’s very good at hiding how bad it is.

Best Practice, Not Best Opinion

You pour thousands into your marketing.

Of course, you use modern fonts, designs and images to impress your customers.

Of course, you use data and evidence and best practice.

Of course, you optimise your ads, your pages, your Google ranking criteria.

So why not invest properly in your messaging too?

Remember ‘Copy is twice as important to conversion rates as your design.’

UKC Message Audit

Now instead of just guessing the messaging that’s best for your audience, for your business, for your bank balance – Know.

With the new UKC Message Audit.

Your messaging rated across the 16 most important sales criteria.

Essential conversion criteria all compared, contrasted and integrated into a single, insightful, actionable UKC Message Report

Conceptual Issues

We’ll tell you the 5 common problems that damage your business. Messaging that’s:

1. Unclear:

Clarity converts. If people don’t ‘get it’, if they don’t easily recognise value, they disengage, they don’t buy.

2. Boring:

If your messaging isn’t read – it’s dead. We often say that businesses don’t have a writing problem, they have a reading problem. When people lose interest, they tune out and they stop reading.

3. Indulgent:

Focus on your reader instead of yourself and your marketing stands a chance. Scientific research reveals that the top three things people are interested in, is first, themselves. Second… is themselves. And the third… themselves.

4. Me too:

Dare to be different. There are millions of great businesses all drowning in the sea of sameness. Don’t be one of them.

5. Skimpy:

Your readers crave problem-solving knowledge. Feed them the information they need to move on in their lives and you will be rewarded. Starve them of hope and they’ll seek that hope elsewhere.

And we’ll tell you the structural problems that also affect conversions.

Structural Issues

1. Weak or misfiring value propositions
2. Inconsistent or inappropriate tone of voice
3. No attention-grabbing headlines or subheaders
4. The failure to address a specific problem
5. Complexity and readability
6. Charmless copy
7. A lack of emotive logic and logical emotion
8. Missing benefits
9. Lack of sufficient proof elements
10. Weak or non-existent calls-to-action
11. SEO oversights

Your HNW Message Report Score.

Each score comes with recommendations to help take your messaging forward.

But before we do any of that we need to get to the bottom of what are you trying to achieve and who your audience is.

We need to ask a few important questions to get:

1. A clear understanding of who you are, what you are marketing and what you hope to achieve. We’ll achieve this through a version of our briefing doc

2. A clear understanding of who your clients are, the problems you solve for them, how you solve them and why they choose you. We’ll achieve this with a customer survey.

3. A review of existing materials for language and tone, structure, logic and presentation.

UK Copywriting - Words that win (international) business.

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