writing non-sucky copy for websites, emails and newsletters. joanna wiebe at business of software...
DESCRIPTION
Presented at Business of Software 2014. Joanna Wiebe, founder of CopyHackers. Joanna is sick of bland, dull copy - it's hurting your business and boring your customers. In this presentation she shows how to bring a bit of personality to your copy and make your messages much more memorable. Essential if you want to communicate successfully with anyone outside your business.TRANSCRIPT
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YOUR PERSONALITY IS SHOWING
Joanna Wiebe, Copy Hackers
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STOP SAYING
nothing
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STOP SAYING
nothing
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ü New ü Busy ü Bored ü Removed
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COMPETENT EXCITED SOPHIST. RUGGED
SINCERE
ü More likely to buy ü 3x more likely to recall
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Predictability bores brains.
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Say what your competitors
won’t
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MOFO
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MOFO
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MOFO
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MOFO
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"A PLAGUE UPON YOUR EPILEPTIC VISAGE!"
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CASTIGATE DWINDLE CLANGOR SANCTIMONIOUS
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“The artist, the painter, and the advertiser set a trap to
catch your attention.” Marshall Mcluhan
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“Make it sing.”
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Polish isn’t sticky
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“Save time and money”
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“The future of _______ is here”
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“Welcome to the new ______”
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Jagged edges are sticky
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DIFFERENT IS THE ONLY THING THAT STANDS OUT
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123.9% more clicks to sign up
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BOOBS
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MOFO
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OBVS !
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EXCUSES Those are
EXCUSES
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SEO?
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CRO?
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B2B?
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Boring2Boring
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17.9% increase in video views
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Be visible Get started with Flow
Welcome to Flow
Can I ask you something?
39.6% open rate
45.5% open rate
54.0% open rate 27% more opens than
Control
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103% increase in engagement
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Say what your competitors
won’t
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How to write non-sucky copy
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1. Content audit 2. “Voice of customer” 3. 3AM
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Do a competitor content audit. 1
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How does my prospect talk?
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How does my prospect want to
talk?
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Mine Amazon reviews for VOC. 2
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26% more leads
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Humanize
1. Sincere
2. Competent
3. Excited
4. Sophisticated
5. Rugged
Honest, genuine, cheerful
Reliable, responsible, efficient
Daring, spirited, imaginative, up-to-date
Glamorous, pretentious, romantic
Tough, strong, outdoorsy
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The more people see themselves in you,
the more they like you.
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WRITE FOR 3AM READERS 3
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It’s 3am
1. Be clear. 2. Use short words. 3. Sprinkle in unexpected
words. 4. Break familiar patterns. 5. Use short sentences.
Fragments, too. 6. Skip the parts your
prospect skips.
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BOOM
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BOOM! This is how you get traffic… and convert it
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104% OPEN RATE
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How to write non-sucky copy
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NO ONE GETS BONUS POINTS FOR BEING THE QUIETEST
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JOANNA WIEBE COPY HACKERS