copywriting for non-marketers webinar
TRANSCRIPT
HOW EVERYONE CAN BE MORE PERSUASIVE
ROBERT WILLIGER
COPYWRITING FOR NON-MARKETERS
COPYWRITING FOR NON-MARKETERS
WHAT ARE WE GOING TO TALK ABOUT TONIGHT
▸ Key Components of Persuasion
▸ What you must include in your copy to see results
▸ How to create your message
▸ Copywriting Formulas
▸ Formats, Microcopy, Bullets, and Headlines
▸ Q&A
COPYWRITING FOR NON-MARKETERS
I AM NOT A MARKETER, WHY SHOULD I LEARN THIS?
COPYWRITING FOR NON-MARKETERS
ANSWER: EVERYONE IS A MARKETER IN SOME WAY. IT DOESN’T MATTER IF WE ARE SELLING A PRODUCT, A SERVICE, OR OURSELVES WE NEED TO BE ABLE TO CONVINCE AND PERSUADE PEOPLE EVERYDAY.
COPYWRITING FOR NON-MARKETERS
INFLUENCE
▸ Reciprocity
▸ Commitment and Consistency
▸ Social Proof
▸ Authority
▸ Scarcity
▸ Liking
▸ Scarcity
From Influence: Science and Practice by Dr. Robert Cialdini
COPYWRITING FOR NON-MARKETERS
IS THIS ETHICAL? I FEEL ICKY DOING THIS.
▸ Persuasion versus manipulation differ based on the intent of the person doing it. Dave Lakhani
▸ If what you are offering is of value then you are doing them a service.
COPYWRITING FOR NON-MARKETERS
HOW TO WRITE SO YOUR AUDIENCE WILL LISTEN
▸ Make it about them, not you
▸ Use their words
▸ Identify the action you need them to take
▸ Don’t be afraid to ask for the sale
TELL ME HOW TO BUY
COPYWRITING FOR NON-MARKETERS
COPYWRITING FORMULAS
▸ Formulas make it much easier to make sure you cover the key points in your copy.
▸ PAS
▸ Problem
▸ Agitation
▸ Solution
COPYWRITING FOR NON-MARKETERS
COPYWRITING FORMULAS
▸ SSS
▸ Star
▸ Story
▸ Solution
COPYWRITING FOR NON-MARKETERS
COPYWRITING FORMULAS
▸ ACCA
▸ Awareness
▸ Comprehension
▸ Conviction
▸ Action
COPYWRITING FOR NON-MARKETERS
THE RIGHT COPY FOR THE RIGHT PLACE
▸ Headlines
▸ Bullet Points
▸ Microcopy & Button Text
▸ Long Form versus Short Form
COPYWRITING FOR NON-MARKETERS
QUESTIONS & ANSWERS
