three key ingredients that help your customer say "yes!"
Post on 17-Oct-2014
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DESCRIPTIONYour website and other digital marketing materials can do a lot of heavy lifting -- IF you give your copy the attention it needs and deserves.
Three Key Ingredients
that Help Your Customers
Hello, Im Tea (aka The Chef)
20+ years in marketing
Author of Attract & Feed a Hungry Crowd
Passionate about food & stories
Proprietress of StoryBistro.com
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
Get the Eye Balls
Theres 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
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
Bridge language gaps
Increase value on social media
Take time to find, create (dont rush it!)
Keep Their Attention
Reader Friendly Format
Simple language Very specific Scanable Shorter is better than
Sections Subheadings Sentences 6 to 16 words No jargon!
Dont 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.
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!
Its okay to end with prepositions now and then.
Its 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
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
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
(Dont 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?
Whats 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