Three Key Ingredients
that Help Your Customers
Say Yes
Hello, I’m Tea (aka The Chef)
• 20+ years in marketing
• Author of “Attract & Feed a Hungry Crowd”
• Passionate about food & stories
• Proprietress of StoryBistro.com
• @teasilvestre
Before You Start… 1. Make sure you have an
AWESOME product that people want/need
2. You've done the requisite homework to understand
• Your Ideal Client • The Marketplace • Your Competitors
Ingredient #1
Get the Eye Balls
There’s a LOT of Content Out There
We now generate as much information every two days as was generated from the
beginning of recorded time to 2003. Eric Schmidt,
Google CEO (2009)
It Starts with Your Headline
Okay headline:
Send large files to your friends
Better headline (More Specific): The Absolute Easiest Way to Send Super Large Files
For More, See: http://www.copyblogger.com/headline-hacks-report/
Use Compelling Images
Compelling Images
Bridge language gaps
Capture attention
Boost shareability
Increase value on social media
Take time to find,
create (don’t rush it!)
Ingredient #2
Keep Their Attention
Reader Friendly Format
• Simple language
• Very specific • Scanable
• Shorter is better than longer
• Sections • Subheadings
• Sentences 6 to 16 words • No jargon!
Don’t Write Like This
ABC Company leverages flexible, scalable financial
management systems to improve organizational performance. We use industry-standard methodologies
to select and implement best of breed financial systems with inherent functional best practices and leading-
edge, industry-specific capabilities needed to effectively adapt to change. Blah, blah, blah, blah...
Boil it Down – Stay Simple
We can grow with you. Our systems are the best available today.
Other No-Nos
• Focusing on features, not benefits
• Too long • Too formal
• Boring • Self-Centered
• Inconsistent • Vague
• Hyped-up • Full of typos and other errors
Tips of the Trade Don't worry about being grammatically correct!
It’s okay to end with prepositions now and then.
It’s okay to Use sentence fragments
Yes you CAN begin with conjunctions
Use one sentence paragraphs? Yep!
Edit Like a Pro
Write your first draft without edits
Read it out loud and edit
Read it again and edit
Remove any extraneous, flowery words
Get to the point
Read it out loud again
Ingredient #3:
Persuasion
Motivate to Act
Motivation is the art of getting people to do
what you want them to do because they want to do it.
Dwight David Eisenhower
34th President of the US
Write to Sell...
• Features vs. Benefits = • Logic vs. Emotion
• Don't assume your customer knows the benefits
• For each feature ask, "So that...?"
or "So what...?" until you get to the emotion
• What's In It for Them?
Make it about BFD
Reach your customer on all levels: Beliefs Feelings
Desires
The Power of Emotion
• Emotion = Energy in Motion
• We always buy for
emotional reasons
• Don't ignore the logical - we rationalize with logic
Tell a Story
Happily Ever After
• Know your customer's #1 itch, burning desire or biggest problem
• Show how your solution fulfills the promise
• Prove it! • Testimonials • Guarantees
19 Key Positive Motivators To be liked
To be appreciated To be right
To feel important To make money To save money To save time To make work easier To be secure To be attractive
To be sexy
To be comfortable To be distinctive
To be happy To have fun To gain knowledge To be healthy To gratify curiosity For convenience
3 Key Negative Motivators
Fear Greed Guilt
(Don’t Over-use! Can Backfire on You)
Remember: Always Have a Call to Action
Copywriting Checklist Does the copy fulfill the promise of the headline?
Is it interesting?
Is it easy to read? (test!)
Is it believable?
Is it specific?
Is it relevant?
Is there a call to action?
Does it PERSUADE?
Questions?
• What’s one thing you will implement immediately?
• What did you find unclear or want more examples of?
• Other burning questions?
• Talk to me! @teasilvestre (Twitter)
Yeast for Your Dough
DigitalDiningRoom.com
