Congratulations!
Your job at the Top Funnel (TOFU) and Middle Funnel (MOFU) has paid off.
Your lead is about to transition from a potential customer to a paying client.
The secret to winning them is including compelling Bottom Funnel(BOFU) copy in your content strategy.
But how can you do it effectively?
This post reveals 9 bespoke ways to write persuasive BOFU content that transforms leads into devoted paying customers.
Join us as we explore these tips to craft irresistibly persuasive BOFU content that secures your sales.
Let’s get started, shall we?
A sales funnel diagram
I. Understand Your Audience
At the BOFU stage, your audience is no longer window shopping.
They are poised to make a purchase decision, and you can guide them from being a lead to becoming a paying customer.
To guide them, you must understand and address their unique needs, pain points, and objections.
How to understand your BOFU audience
1. Analyze data: Use data analytics tools like Crazy Egg and Kissmetrics to determine which pages they visit on your website, the content they engage with, and how they progress through the sales funnel.
2. Customer surveys and interviews: Ask them about their decision-making process, what influenced their purchase, and what content or information was most helpful to them.
3. Analyze sales data: Examine your sales data to understand what types of products or services are most popular among BOFU customers.
4. Feedback and engagement: Pay attention to customer feedback, comments, and inquiries on your website and social media channels. Also, engage in conversations to understand their concerns, questions, and objections.
5. Competitive analysis: Analyze what your competitors are doing to attract and convert BOFU customers.
6. Create BOFU customer personas: These personas should include demographic information, pain points, goals, challenges, and preferences to help you tailor your content to their needs and interests.
7. Regularly update and refine: Review and update your audience insights as the market and customer behavior evolve so that your content remains relevant.
2. Highlight the Value Proposition
Picture this. You’re at a restaurant, and you’ve ordered a delicious meal. Now, when the waiter brings your dish to the table, they’ve added a little garnish or some fancy sauce on the plate.
That extra touch makes you drool.
Your product’s value proposition is just like that extra touch.
It makes your prospects not just want your offer but crave it.
Tips for Effective Value Proposition
- Be Clear and Concise: Avoid jargon or complex language.
- Focus on Benefits: Highlight how your offering will improve the prospect’s life or solve their problems.
- Use Testimonials and Case Studies: Include real stories and examples from satisfied customers who have benefited from your product or service.
- Address Pain Points: Explicitly mention the pain points your offer addresses.
- Visuals: Use visuals like infographics or videos to reinforce the value proposition and make it more engaging.
- A/B Testing: Over 50% of marketers use A/B testing to boost conversions. (99firms.com). By experimenting with various value proposition messages, they uncover the one that strikes a chord with their BOFU audience, ensuring more compelling and persuasive content.
3. Showcase Benefits Over Features
Features are the specific attributes, characteristics, or functionalities of your product or service.
They describe what it is or what it does.
On the other hand, benefits are the positive outcomes or advantages that customers gain from those features.
To write persuasive BOFU content, make your audience understand the benefits of your product or service.
In a nutshell, translate the “what” (features) into the “why it matters” (benefits).
Here are feature and benefit examples.
| Feature | Benefit |
| Our car has a 5-star safety rating | Keep your loved ones safe with our car’s 5-star safety rating, providing peace of mind on every journey. |
| Our subscription includes 24/7 customer support. | Never worry about issues again with our subscription, as our 24/7 customer support ensures help is always just a call away. |
| Our vacuum cleaner has a powerful motor. | Enjoy a cleaner home in less time with our vacuum cleaner’s powerful motor, making your chores effortless. |
A table comparing features and benefits.
4. Address Objections
Envision yourself in the following scenario.
You’re at a car dealership, eyeing your dream car.
But as you’re about to make the purchase, you hesitate.
You start wondering, “Is it the right choice? What if it’s less fuel-efficient than they claim?”
Suddenly, a knowledgeable salesperson steps in and addresses each of your concerns.
They share real stories of other buyers who are delighted with their purchase, provide detailed specifications about the car’s efficiency, and even offer a comprehensive warranty.
Your objections are put to rest, and you drive off the lot with a big smile.
At the BOFU stage, think of your content as that helpful salesperson.
It should address objections, offering the reassurance your potential customers need to take that final step and make confident purchase decisions.
How to eliminate objections in the prospect’s mind
- Product specifications: Provide detailed information about your product’s features, capabilities, and technical specifications.
- Pricing details: Clearly outline your product’s pricing, including discounts or payment options.
- Testimonials: Share real customer testimonials to show your product’s effectiveness.
- Case studies: Present real-world examples of how your product solved specific customer challenges.
- Product demos and tutorials: Offer demonstrations and step-by-step guides to help prospects understand how your product works.
- Comparison guides: Highlight what makes your product unique compared to competitors.
- FAQs (Frequently Asked Questions): Address common queries and concerns to provide clarity.
- Guarantees and Warranties: Explain any guarantees, warranties, or return policies for added reassurance.
- Customer Reviews: Showcase unbiased customer reviews and ratings to give prospects insights into your product’s performance.
5. Create Urgency
Creating urgency in your BOFU copy is a powerful psychological trigger that can make all the difference in turning leads into loyal customers.
Here’s why:
- Urgency triggers the fear of missing out on a valuable opportunity, prompting prospects to act quickly to secure a deal.
- Limited-time offers, and dwindling product availability make prospects perceive your offering as more valuable, as scarcity implies high demand and reinforces its worth.
- Urgency can push prospects to make decisions faster, as it implies that waiting could lead to missed benefits or higher costs.
Techniques for Creating Urgency
- Limited-time offers: Communicate specific time constraints for promotions, discounts, or deals. For example, “Hurry, offer ends in 48 hours!”
- Stock or availability alerts: Notify prospects about low stock or limited availability to encourage quicker decisions. Phrases like “Only three left in stock” can be compelling.
- Countdown timers: Use visual countdown timers on your website or in emails to reinforce the limited-time nature of an offer visually.
- Action-oriented language: Encourage immediate action with phrases like “Act now,” “Don’t miss out,” or “Grab this opportunity.”
- Highlight benefits of immediate action: Communicate the advantages of acting promptly, such as early access or immediate problem-solving.
- Exclusivity: Make prospects feel they are part of a select group with access to special offers or early releases. Phrases like “Exclusive for our loyal customers” convey this exclusivity.
- Email and push notifications: Remind prospects about expiring deals or limited availability.
6. Offer Incentives bonuses
Imagine you’re at a local bakery, and you’ve been eyeing a mouthwatering pastry in the display case.
You’re tempted to buy it but still uncertain.
Then, the baker leans over the counter and whispers, ‘If you buy it now, I’ll throw in a freshly brewed coffee for free.’
Suddenly, the decision becomes a no-brainer.
That’s the magic of incentives.
In your BOFU content, incentives work much like free coffee, convincing hesitant prospects to take that last step and indulge in your offering.
Examples of Effective Incentives
- Discounts: Offering a percentage or fixed amount off the purchase price can be a powerful incentive. For example, “Get 20% off your first order.”
- Free trials: A limited-time free trial allows prospects to experience your product or service before committing. For instance, “Try our premium features free for 14 days.”
- Exclusive offers: Granting access to exclusive content, features, or benefits can entice prospects. For instance, “Join our VIP club for exclusive access to premium resources.”
- Bundle deals: Combining multiple products or services at a discounted rate, such as “Buy two, get one free.”
- Money-back guarantee: Offering a risk-free guarantee reassures prospects. For example, “If you’re not satisfied within 30 days, get your money back, no questions asked.”
- Limited-time bonuses: Provide a valuable bonus for purchases made within a specified time frame, like “Order today and receive a free e-book worth $50.
7. Emphasize Trust and Credibility
Establishing trust and credibility in your BOFU content reduces perceived risks, builds confidence, overcomes skepticism, and gives you a competitive edge.
To build trust and credibility in your BOFU content, consider these strategies:
- Highlight any awards, mentions in prestigious publications, or partnerships with respected organizations.
- Showcase genuine customer feedback and success stories.
- If your company or product has industry-specific certifications, display them to demonstrate compliance with standards and best practices.
- Include trust badges like “SSL Secure” or “Money-Back Guarantee” to assure prospects of the security and reliability of your offerings.
- Provide in-depth case studies illustrating how your product or service has solved specific challenges for previous customers.
8. Clear and Compelling CTA (Call-to-Action)
CTAs tell your visitors, “Hey, this is what you should do next.”
While at the top and middle funnel, you may have had multiple CTAs focused on lead generation and nurturing, at the bottom funnel, your CTAs should provide a one-track path for prospects to make that final decision to buy.
As such, crafting a personalized and compelling CTA (Call-to-Action) in your BOFU copy is crucial.
Here are some examples of CTAs to use in your BOFU copy.
- “Get Started Today”
- “Claim Your Exclusive Deal”
- “Request a Demo Now”
- “Subscribe for Premium Access”
- “Unlock Your Benefits”
- “Secure Your Purchase”
- “Start Your Free Trial”
- “Join the VIP Club”
- “Buy Now for Immediate Access”
The key is to keep your CTAs clear, direct, and creative to promote swift sales.
9. Comparison and Validation
Competition is fierce, and prospects need assurance that your offering stands out.
As such, your BOFU content should instill confidence in the prospects to choose you.
Here are tips for effectively comparing your product or service with competitors and validating your claims in the Bottom of the Funnel (BOFU):
- Start by conducting a thorough analysis of your competitors. Identify what sets your offering apart and emphasize these distinctions in your content.
- Back your claims with solid data and statistics. Numbers provide concrete evidence of the advantages your product or service offers.
- Seek endorsements from industry experts or influential figures who can vouch for the quality and effectiveness of your offering.
- Provide in-depth case studies that highlight real-world examples of how your product or service outperforms competitors and addresses specific challenges.
- Share positive user reviews and testimonials that underscore the benefits of your product or service, adding social proof to your claims.
Recap of Key Takeaways
To create persuasive BOFU copy:
- Understand your audience’s needs and objections.
- Highlight your value proposition with benefits and testimonials.
- Translate features into benefits.
- Address objections with specifications, pricing, testimonials, and more.
- Create urgency with limited-time offers.
- Offer incentives like discounts and guarantees.
- Emphasize trust and credibility.
- Craft clear, compelling CTAs.
- Compare and validate your product against competitors.
Ready to implement these strategies and supercharge your BOFU content?
Let’s help you grow your business with compelling BOFU content that converts leads into loyal customers.
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