Heather Robson – How to Write High-Value UX Copy
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If it’s the one I’m guessing you picked…
Then you’re already “90% there”
when it comes to grasping the hottest and most important phenomenon in copywriting today!
(Here’s Everything Else You Need…)
Hey there!
It’s the most natural thing in the world…
Given the choice between a BAD experience and a GOOD one…
We ALWAYS want the good experience!
The easy… comfortable… pleasurable… satisfying… FUN option.
Katie Yeakle here… and I’m willing to bet you even proved it when you saw those two sandwiches and chose the well-made one over the tossed-together MESS…
And rightly so!
Just imagine if you ordered a sandwich at a restaurant and THIS is what they put in front of you…
If you’re like most people — you’d probably NEVER go back to that restaurant again!
But as obvious as it may seem to you here… this is just one specific example of a MUCH bigger phenomenon…
A phenomenon that is starting to have an enormous impact on your career as a writer…
Not just on the money you make…
But also how you feel about the impact of your writing…
And your very ability to land the best writing jobs!
That’s because today more than ever we have options for everything…
So we don’t have to settle for just ANY sandwich joint that’ll slap together two pieces of soggy bread…
We want to enjoy an experience that’s provided to us with care and respect.
Now…
The best in the restaurant, hospitality, and retail industries — they’ve pretty much figured this out: If their customer doesn’t enjoy the experience of eating, staying, or shopping there, they won’t come back…
Which is why so much time and money goes into creating spaces their customers will enjoy and keep returning to.
But there’s another area of our lives where it’s even MORE critical that we have a great experience…
A place where businesses live or die based on how people feel when they visit.
Have you guessed it?
I’m talking about… the internet.
Specifically, that feeling you get the minute you land on the website of a company and your online experience begins.
You know how that can go.
It can be something amazing… intuitive… even fun…
Where all the information you want is there… product descriptions are beautifully written… and even the tone and the voice of the messaging “fits” and makes you feel welcome.
Or it can be anything but…
Where there’s nothing helpful waiting for you… you struggle to find what you’re looking for… and the words that make up the messaging are anything but personal and inviting.
We’ve all been there — so here’s a statistic that probably won’t surprise you…
Of all online shoppers — 88% WILL NOT return to a website after a bad experience!
88%!
And that’s based on a study from Amazon Web Services, the biggest provider of cloud computing services to web-based businesses in the world…
Think about that for a moment…
All that money spent driving traffic to that website…
Not only will nine out of 10 people who visit that website click away without doing anything…
They won’t come back!
And to make matters worse, industry surveys have shown that 44% of shoppers who have a bad online experience will tell their friends!
So, when it comes to the internet, never has the old saying “You have one chance to make a first impression” been so true!
Which is why providing a great user experience — also known as “UX” — is a top focus for companies these days…
And why many companies are prioritizing hiring copywriters trained in writing effective UX copy.
Because although they stand to lose 88% of their customers to a bad UX…
A great UX can have the opposite effect.
When a customer sees a website where the copy, tone, and messaging is fun, informative, and inviting — they not only stay longer…
They buy more!
In fact, a study by Forrester — a leading global research company — showed that for every $1 a company invests in improving a customer’s experience — they can earn up to $100 back in sales over time!
No wonder companies are standing up and paying attention!
Which is great news for writers like you…
Because online companies are ready to earmark a piece of their UX budget for copywriters like you — which, according to a recent Global Markets forecast, is projected to be $3.7 billion by 2023…
But the truth is, the money is only a side note for most UX copywriters…
Because the process of writing for UX is so much fun…
So creative and engaging…
And so incredibly rewarding…
It’s quite simply one of THE most enjoyable writing paths we’ve ever seen!
Since it’s less about “selling” something… and more about connecting with and helping your reader in fun and creative ways…
It makes YOU a much better and more authentic writer in the process!
Not to mention it’s much easier to write than more structured “sales” copy.
I’ll show you exactly how in just a minute…
In fact, that’s why I’m writing to you today…
To help you start taking advantage of the growing demand for this fun, “feel good” writing skill that is helping businesses serve their customers better…
And to do that, right now I’m going to reveal one of the “cornerstone” secrets of UX copywriting to you…
So that you can see firsthand just how much fun you can have with this kind of writing…
And how it can have a BIG positive impact on your readers… and your clients… and YOU!
Then, if you’re ready to learn more…
To transform your writing into something that’s exciting… helpful… genuine… and very lucrative…
To take your place at the forefront of this historic surge in demand as one of the first to master what some experts are calling the “new standard” for ALL copywriting…
I’ll show you how you can unlock all that and more with our UX copywriting home-study program…
Taught by one of the top UX experts in the industry…
Packed with everything you need to get started as an in-demand UX copywriter…
But before we get to all of that…
I want to make one thing clear:
Let’s Set the Record Straight
Before we get into the exciting details of what makes UX copywriting such an amazing opportunity for you… and look at examples of exactly how you can write your way to an amazing “triple win” user experience…
I need to set the record straight on what UX isn’t…
Because a lot of times when I say “UX,” I know some people dismiss it as being too “technical” for them…
It’s not.
So here’s the real breakdown…
There are two sides of the UX coin…
On one hand, there’s the UX web developers and designers who handle all the technical functionality of the site to make sure every “click” does what it’s supposed to do and that the visual design strikes the right tone…
All of which is very important… but you don’t have to worry about that stuff at all!
Because as a UX copywriter, you’ll be responsible for something arguably even more important…
And that’s showcasing the voice — the personality — of the company…
The friendly welcome that brings visitors in and helps them feel right at home…
The helping hand that makes sure they get everything they need…
Nothing “technical” about it at all!
Instead, UX copywriting is all about making a genuine connection with your reader…
Building trust by helping them achieve what they want most…
And maintaining that relationship by making sure they’re always thrilled with the experience they have with you.
When I talk to UX copywriters, THIS is what they go on and on about…
How GOOD they feel about every project they work on… because they know their work is going to make people happier… is going to positively impact someone’s life…
They feel good…
Their readers feel good…
And with happy readers who keep coming back to do business with them, your client feels good, too!
It’s a win-win-win!
Let me show you what I mean…
Meet Nacho
So, here’s a fact that blew me away:
In the United States alone, people spend more than $42 billion on pet food every year. According to CNBC, that’s as much as Americans spend on early childcare!
And vying for that $42 billion are more than 630 different brands of pet food.
It’s crazy!
And thanks to the internet, pet owners today can pick and choose from ALL of them…
Which of course makes you wonder…
With that much competition, how does a single company stand out from the crowd to attract — and keep — valuable customers?
You guessed it — by providing a GREAT user experience!
That’s why I want you to meet Nacho…
And yes, Nacho is a cat!
You see, when internationally acclaimed chef Bobby Flay decided to turn his cooking skills toward the pet food industry, he did something unexpected…
He made his cat Nacho the “spokesperson” of his new cat food line!
Now, if you’re not a cat lover, this might sound totally bonkers and corny…
But let me explain…
As a cat lover himself, Bobby understands the way his audience thinks and feels…
He knows that they LOVE their furry “children”…
He knows they want them to be healthy and happy…
And even more than that…
He knows that pet owners can’t get enough of their cats’ adorable (and often hilarious) personalities!
Which is why when you go to the Made by Nacho brand website, the cats run the show!
Talk about giving your brand a personality!
Even the testimonials about how great the food is are “Real Reviews from Real Cats (translated by humans)”…
Once again making it clear that the number one priority of this company is the cats themselves…
Not shilling as much generic kibble as possible to make a profit…
But making cats (and by proxy, their owners) happy!
Now, even if you’re not a cat owner yourself, I’m sure you can understand how this all makes for a MUCH more enjoyable experience than struggling to pick from hundreds of generic bags of kibble that all look and sound the same…
Because from the moment you open the Made by Nacho website, one thing is made very clear…
Bobby and Nacho understand who you are and what you value most as a pet owner…
Which brings me to THE most important lesson in UX copywriting…
The “Cornerstone” of All UX…
There’s a lot that goes into crafting a wonderful user experience for your readers…
Which explains why, according to ZipRecruiter.com, the average salary for a UX copywriter is $101,237 a year… whereas the average salary for regular copywriters is only $47,921…
That’s like giving yourself a 57% raise!
And although the details that make a professional UX copywriter so coveted are all waiting for you in our new UX copywriting training program, there’s one critical lesson I want to share with you right now….
Because once you understand THIS — you’re already 90% of the way toward writing effective UX copy!
So even if your UX journey goes no further than reading this today…
I urge you to write this down, commit it to memory, and keep it in mind every time you write anything for yourself or your clients…
Here it is:
The cornerstone of all UX copywriting is empathy.
If you want to create a great UX, you have to know who you’re talking to…
Understand how they feel… what they want and need… what their pain points are and what makes them happy…
Just like Bobby Flay did when he tapped into the hearts of cat lovers around the world!
If you can do that, you’re already WAY ahead of the curve when it comes to UX copywriting…
Because having that empathetic mindset when you sit down to write is 90% of the job!
Remember a few minutes ago how quickly and easily you were able to pick between those two sandwiches?
You can just imagine how satisfying it would be to bite into that first sandwich…
Just as easily as you can imagine how disappointed and upset you would be if your waiter put the second sandwich in front of you instead!
When you picture yourself in those scenarios, it’s obvious within seconds:
This experience is amazing! (Or… This experience sucks!)
As a UX copywriter, you can do the same thing with your writing to predict what your reader most wants (and needs) to see next to give them the best possible experience.
Here’s another example…
Let’s say you’re shopping online and you find this website specializing in cashmere sweaters…
Looks pretty standard, right?
Nothing wrong with it per se… but we can improve this experience tenfold with the power of UX copywriting…
And as a savvy business — they’ve already done it! Check out their About page…
Here, not only are they using UX copy to share a TON of great information about what makes them stand out from their competitors — sustainably sourcing their materials… making respectful and mutually beneficial connections with every person in their production chain… and so on — but…
They also have a three-minute video all about their story and mission… and it’s jam-packed with their trademark goofy humor and baby goats!
Their humanitarian ethics… their silly humor… and all the adorable goats…
THIS is their personality shining through.
So not only do you get amazing information that makes them stand out as a company you can be happy to do business with, but…
You’re also ENJOYING spending time on their website!
You came for a sweater…
And now you have an emotional connection with these people who are taking care of each other and looking out for the planet and having fun with you along the way…
… and also selling beautiful, well-made sweaters.
Putting Your Reader First
Now, there’s one thing I want you to take special note of here…
Notice that NONE of the examples I’ve shown you so far have any kind of aggressive sales pitches or in-your-face ads?
That’s because UX isn’t about that at all!
It’s all about putting your reader first…
Making sure they’re getting a genuine look at the real “human element” behind your client’s company…
Giving them all the helpful information and guidance they need to feel good about the decisions they make…
And ironically…
This focus on NOT aggressively selling ultimately results in more sales over time for your client!
Again — it’s a triple win:
Your reader is happy because they’re being treated like a person instead of a sales “number”…
Your client is happy because their bottom line is going WAY up…
And YOU should absolutely be happy — because your writing is making such a positive impact on so many people!
The UX Transformation
That instant “feel good” transformation is why companies who invest in UX improvements are seeing major results…
Like ESPN.com, who saw a 35% boost in revenue after implementing UX changes suggested by their online community…
Or Airbnb, who has focused on UX from the very beginning and consistently grown their revenue by more than $1 billion year after year…
Or Nike, who has increased their yearly revenue by more than $8.8 billion since implementing UX redesign efforts in 2018…
It’s the same across the board — better UX means business is UP!
Which is why savvy businesses are focusing less on “sell sell sell”…
And more on providing a great UX for their customers…
Which can turn them into happy customers for LIFE.
That’s why Forbes says, “UX now forms the heart of your competitive differentiation.”
Remember — with more than 1,129,251,133 websites online right now, people NEVER have to settle for a bad experience…
Instead they’re flocking to the websites that stand out by offering them a great one.
Which is great news for you… because with everything I’ve just shown you?
You already know more about writing for UX than 90% of copywriters…
Which gives you a great head start when you’re talking to clients like these who know UX is critical to the success of their business!
And the best part?
Your Potential Clients
Are EVERYWHERE
Here’s the thing about UX…
It doesn’t matter if the business is big or small…
It doesn’t matter if they sell laundry detergent or cashmere sweaters… babysitting services or industrial lawn mowers…
From the moment you open a website, you start to get a feel for that company… their personality (or lack thereof)… and how much they care about their customers…
Because EVERY business online is providing a user experience… even if they don’t realize it…
Which means that EVERY business can benefit from the help of a UX copywriter.
That’s why the UX copywriting expert I’m about to introduce you to likes to call UX a “no-niche” writing opportunity…
You don’t have to choose just one type of business to write for and stick with it forever…
You can write UX copy for ANY business online that sparks your interest!
A local artisan selling their handmade treasures online…
Or your favorite online gardening store…
Or a cutting-edge tech company… your child’s day care learning center… a pet supermarket chain… you name it!
In fact, when I was talking with her, she told me…
“As someone who specializes in UX copywriting, I don’t really need that expertise in one area anyway. Literally, zero clients are off-limits.
I mean, this year alone I’ve written for clients about emerging technologies like A.I., virtual reality, and blockchain… medicinal and culinary mushrooms… HVAC… and, of course, digital marketing and business building.”
I love this — because if you’re like me and get excited about a LOT of different things — you don’t have to limit yourself to picking just one of them to write about!
Even right here at AWAI we’re in the middle of a major shift to focus even MORE on our UX…
And we’re not the only ones — another recent study by Experience Dynamics research group found that more than 84% of businesses are planning to increase their focus on UX…
That’s a record-breaking surge in demand for UX today!
Which is why slipping those two little letters — UX — into the conversation with any potential client can act as the clincher for all kinds of amazing writing gigs!
And This Is Only the Beginning…
I could go on and on about what an incredible opportunity UX copywriting is for you…
Which is exactly why today I’ve teamed up with a true expert in the field of UX copywriting to take you by the hand and show you everything you need to know about writing powerful UX copy, like…
how to navigate those initial conversations with your clients…
how to use your UX skills as the “clincher” for high-paying writing contracts…
how to approach a new writing project with UX in mind to make your writing process fast and easy…
how to find out exactly who your reader is so you can get inside their mind and put your professional UX “empathy” to work for you…
how to apply the core principles of UX copywriting to all kinds of different writing projects… from web pages… to emails… newsletters… blog posts… and MORE…
She’ll even set you up with her own professional UX writing tools, including…
- a breakdown of her go-to three-step UX writing process…
- an easy-reference checklist you can use in the editing stage to “polish” your piece into A-grade UX material…
- a quick-start guide to writing the “micro” UX copy that packs a BIG punch…
- and much more…
Essentially — everything you need to unlock EVERY door in the writing world with your new UX copywriting skills!
And I’m so excited for you to meet the expert behind it all…
Introducing Your UX Instructor…
The UX copywriting master I’m about to introduce you to has been writing powerful UX copy since 2003 — way back before it was even a blip on the radar for most of the world…
She’s written UX copy for dozens of high-paying clients, including digital marketing legends like Brian Clark, Nick Usborne, and Ann Handley…
She’s even been brought in by companies to train their entire in-house writing team, bringing them up to speed on the “new standard” of UX copywriting…
And she’s been a favorite guest star at live events like Web Intensive and State of the Industry Summits right here at AWAI for years now!
But beyond all that, most of our members here simply know her as one of the BEST writing instructors we’ve ever worked with…
Lesson 1: Get Started in the Triple-Win World of User Experience Copywriting
In this first lesson, you’ll discover…
- priceless insights into what makes a strong UX copywriter from Heather’s own firsthand experience…
- a close-up look at who your potential clients are and what they need most from you as a UX copywriter…
- a deeper understanding of how UX copywriting can transform the way your clients build relationships with their readers…
- a short video tour walking you through a real-life example of a great UX, revealing how certain key factors can act as “universal” happiness boosters for your readers…
- how to identify the critical “missed opportunities” on your clients’ websites… and how to turn them ALL into more potential writing projects…
- how to use UX to help your clients sell without selling, leaving traditional “sales tactics” in the dust…
- a look at 19 different types of writing projects you can choose from as a UX copywriter…
- PLUS a look at four of the top reasons why UX copywriting is quickly gaining a reputation for being one of the most FUN writing opportunities out there…
And all that is only to get you “warmed up”!
Because in Lesson 2, the real fun begins…
Lesson 2: Getting Into a UX Mindset
From this point on, you’ll start to see the world in a whole new way — through the lens of a UX copywriter.
Heather will show you how to anticipate the mindset of your readers… how to figure out (without ever actually meeting them) who they are… where they’re coming from… and where they’re trying to go…
She’ll show you how to dissect the “clues” readers give us based on their behavior… what they search for and how they talk about their problems… so that you can meet them exactly where they are with a “perfect fit” solution like magic…
After that she’ll show you how to bring your reader on a smooth and enjoyable journey with your writing… how to “bridge the gaps” and show them exactly where to step next…
And in a special video lesson, she’ll walk you through examples of how this UX mindset of “anticipation” can create an amazing user experience… or FIX a poor one!
Here’s where that “cornerstone” lesson of empathy comes into play — and Heather will take what you learned today about using empathy to put yourself in your reader’s shoes to the next level…
So by the end of this lesson you’ll be able to look at just about any website and get an “instinctual” feel for what kind of UX it’s creating for readers.
After Lesson 2, you may never see the world without your UX lens again!
Lesson 3: UX, Your Client, and Their Customer
It’s time to get to know the most important people you’ll encounter on your journey as a UX copywriter — your client and their customers!
You see, as a UX copywriter you will become a sort of bridge between company and customer…
And in this lesson, you’ll learn exactly how to achieve that by putting the customer’s needs FIRST.
You’ll become a champion for your readers — making sure they get everything they need to make decisions they can feel good about…
And you’ll learn how to win your clients over with the power of “over-delivering” a great user experience for their readers to turn them into happy lifelong buyers!
It all begins with knowing your audience. So here you’ll discover…
- how to “create a character” that represents your reader using demographics and psychographics (fancy words for “who they are” and “how they think”)…
- where to find a wealth of information about your readers to “fill in the blanks” about who you’re talking to…
- a checklist of critical questions to ask your client before starting any work for them to make it easy to slip into the mind of your reader…
- an “outside source” that can give you even more insights into what your readers like and dislike… what they need and what little details really make them happy…
- how to “embody” your reader while you write, so you can simply imagine the experience you WANT to have and put it on paper in one easy “flow”…
- and much, much more!
By the end of this lesson, you’re already entering a “professional level” of UX copywriting insights that can carry you through just about any project.
Lesson 4: UX Copywriting Fundamentals
Now that you’ve gotten deep into the mindset of a professional UX copywriter… it’s time to start putting words to paper! The only question is… how do you find the right words?
That’s what you’ll cover in this lesson.
Heather will show you key techniques that can instantly “declutter” your writing and help you craft fun, engaging copy with personality.
You’ll learn…
- how to make sure your writing is crystal clear and easy for your reader to follow and understand…
- how to “build momentum” and keep your reader moving forward to the next step…
- how to eliminate any sources of confusion in your copy so the reader always feels confident they understand…
- how to employ the RIGHT specific details to bring your subject to life for your reader…
- how to write with the emotional “end goal” in mind so you can predict the exact effect your writing will have on your reader…
- how to fill in the blanks to get a better picture of who your reader is and what they need from you so you can write one-on-one for a stronger personal connection…
- how to build trust with consistency your reader can depend on…
- and more!
PLUS you’ll learn about the biggest fundamental difference between UX copywriting and regular sales writing… including how you can “sell without selling” using helpful guidance and respect to guide your reader toward an action that will improve their lives!
I wish I could take this lesson and put it in front of EVERY writer in the world…
Because not only will these writing techniques make your writing much stronger and more effective, but…
They also create a better, more genuine relationship with your reader…
And an overall better experience for everyone involved!<
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