WIXLIB

Part II: Copywriting

Copywriting Dates back many years You have been subjected to ityour entire life Any purchase you make from anad, email, commercial orbillboard - is due to copywriting And this is what you learn to doto reach potential clients

Copywriting It is about a relationshipbetween you and your targetaudience Think of it person to person Think of it as dating You don’t propose on the 1stdate You build the relationship first

If you grasp this concept – thencopywriting is easier Think of it like talking to friend andconvincing them to go to a movie It’s folksier Less formal Incorrect grammar and sentencestructure is allowed (for a purpose)

Copywriting When you talk a friend intodoing something – what do you You appeal to what you to knowmeans something to them You use inside info you haveabout them to motivate them todoing what you want You do it in a friendly way thatmakes them smile and give in

Two Considerations How do you avoid following thepath of others and using “cliqueish” words How do you use words to inspirewithout making claims Typical copywriting strategiesmay not work

May have to compromise in order to stayin scope This means the story becomes moreimportant Speaking emotionally keeps you in scope Using positive psychology techniques inyour writing takes your writing andspeaking to another level. You are actually starting the healingprocess in your marketing material

CopywritingInvolves moving a prospectiveclient through the relationshipThis can be in one email – onesales page or series ofcommunicationsSee “Role of Writing For TheSales Funnel” videoAlso: “12 Stages of Intimacy”video

Copy writing is persuasive withthe intent of driving an actionGive compelling reasons to takeaction nowBranding – the impression abrand is making on you – notnecessarily selling at the time

3 Rules of Selling By Mark Morgan Ford People do not like the idea ofbeing sold People buy for emotional, notrational reasons Once sold, people need to satisfytheir emotional decisions withlogic

Bob Bly: A good copywriter helps the prospect solve a problem or achieve a goal1. Gets attention2. Identify the clients problem3. Position the product as the solution4. Prove the value of your solution vs others5. Call to actionKnow what your prospect wants and match your product to whatthey want

Exercise Type in the chat the topic of yourservice What problem do you think youare solving with your service Type your answers in the samechat response

Know The Prospect Basic facts, age, gender, income Deeper facts: interests, worries Deepest insights: core beliefs, feelings, desires You have to see the prospect as a livingbreathing person – the prospect is the mostimportant thing in copywriting (not theproduct) Keep the love going – build and continue toserve the prospect to turn them into a loyalclient

Food Network Media Card 74% women Average age: 43.8 Income: 67, 876 College: 61.2% Where chefs are celebrities andfood is entertainment forpassionate viewers

Men’s Health Media Card 84% Men Age 41 Income 84, 651 34.5% college grad For active, professional men whowant greater control over theirphysical, mental and emotionallives

We always talk about the client avatar– the ideal clientBut before you write to this person youneed a big ideaYou need a theme or message thatruns through all your material

Big IdeaDavid OlgivyIt’s a big promise that yourservice helps in meaningful waysBig idea is an over riding benefitthat flows through all of yourcopy – new, strong, timely,unique and understandable

Big IdeaImpactful – taps into deeperpsychological benefitsIt is an overarching idea that flowsthrough everythingIt can be your personal goal or the goalfor the clientMy example: Stop the war on food

The Big Idea1.If you choose one that is your goal –then who you speak and write to willhave to feel the same way as youThis means you can use more of the “I”voice2: If you choose a big idea that is morethe goal of the client, you have to knowhow they feelAnd means you use more of the “you”voice

Weaving the big idea into all yourwriting and speaking does not meanyou are saying the same thing Can have many different topics butthey should serve the big idea – thegoal or theme Each piece of writing or presentationwill have it’s own big idea – it’s owntheme Call these sub-big ideas

Writing An Email or Flyer Come up with a theme or big idea forthe email or flyer Create a headline that contains the bigidea and holds them emotionally Follow up with up to 4 paragraphs thatsupports big idea and adds credibility Finish with a call to action (alsocontains big idea)

HeadlinesWhat do you think of these?1. What Do Holistic NutritionistsDo When They Have A Cold?2. Is The Health Of Your ChildWorth 1What emotions do they evoke?

Example:Headline: The World’s Easiest Way To End Constipation:Idea: Help for poopingEmotions: I can do it (cause it’s easy), less embarrassed, more in controlStory – tell the story of someone resolving their constipation or give statisticsabout why people are constipated1 single desirable outcome – pooping with ease and ending discomfort, stress1 response (call to action) – Get this ebook for 19 to help you poopIs making a claim?

Research For Titles and Topics Look at current events in your subjectarea Listen to the news Look at seasonal magazine issues andevergreen issues. Sign up for google alerts Know the prospects – media card/kits Does your product/program havesomething unique

Don’t Be Afraid To Look At Others Look at other blog posts and articles and talkto past clients (survey clients) Look for industry-specific sites - look atconference topics News website – put in your key words andsee what you can find Always be the customer for what you areselling - experience it yourself Collect samples of other peoples promotions Repeat promotions if working

How Can Research Pay Off? Helps germinate big idea A unique approach Instant credibility Showcase a hidden benefit Create the perfect solution Big Idea: The Chia Secret All DiabeticsNeed To Know

Theory of Resistance People naturally resist being sold Buyers need to see you as solution to theirproblems What is the emotion they feel from thesolution and problem? Connect with them emotionally You are helping someone you care aboutaccomplish something important to them This will make your writing be effectiveand stronger

Remember 2 parties in a transaction – each has anagenda The seller wants the buyer to take theoffer The buyer wants to avoid wasting timeand money The buyer anticipates the sellers pushand actively resists Your goal is to present the unexpectedto reduce their resistance

Sales letterGet prospect’s attentionKeeps the attentionMakes it impossible to refuseCompelling them to actionPersuasion is about understanding. Thislead to acceptance that a service isrelevant to the target audience

4 P’s of PersuasionPromise – Gets attention – usually in theheadline and sub headline or taglinePicture: Paint a vivid picture – tell a storythat lets the reader feel the problem andthe solutionProof – back up what you say – statistics,studies, testimonials (watch claims)Push – a call to action with anoutstanding offer – and asking them topurchase – can tell them again what youalready told themExample of 4P’shttps://getproactiv.ca/en ca/our-bestacne-treatment-system.html

Exercise:You decide that you want to sell yourservices to either those who follow:Paleo Diet: What is the big Idea?Vegan Diet (health reasons only): Whatis the big idea?What can you provide for them thatthey want?

Great email line - “Your free gift iswaiting for you here” – will get itopened (better if it says what is free).Same message weakens over timePerspectives change, Options changeso copy need to changeKeep it fresh and relevant, addresscurrent eventsAlways test headlines, offers andbonuses

Write As You Talk Establishes intimacy and a one-on-onetone Copy writing is informal conversational Spoken English Forget grammatically correct When you talk to a friend, do youstrategize ahead of time?

To Write Like Your TalkTry to simulate the rhythm of the spokenvoice by using punctuationBold, italics and capsUse dots or a long dashOr skip a lineUse your own natural voice but it must bein a way that is appropriate for the brandie is your prospect a skeptic (been let downtoo many times) or new to the process andidea

Proper voiceBelieve the product/service will you’reselling will improve their livesFigure out what it would take toconvince you to buy the productKeep it simple and avoid jargonUnless the jargon is relevant like techywords for a techy crowd

Writing Like You TalkShort sentences – easier to scan anddigest and moves the reader along in aneasy quick wayBullet points – put the benefit first –thenexplainFlesch-Kincaid scoringTool for measuring ease – the lower thescore the more believable, try to beunder 8.0 - under 5.0 is even /six-readability-formulas.php

Creating Authenticity and Credibility1. Employ Specific DetailsDon’t Say: Bananas are nutrient-richDo Say: Bananas boost beneficial bacteria,increased levels of muscle-maintainingpotassium and sustain energy levels.2. Avoid Filler Words: Avoid using fashionable,rich, lovely, charming, upscale, sickly, cozy,colourful, beautiful They do not necessarily add anything and aresubject to interpretation by the reader – it islazy way of writing description

3. Use strong verbsReplace words like “to be “ and “tohave” with verbs that indicate actionor offer a visual image:An exercise epidemic swept throughmy town. It saved me as I discoveredthe power of my own body.

4. Find details that others overlookThink about not only what you see butalso what you smell, hear and feelImagine lounging on your deck, a bookon your lap and a mocktail in yourhand. Just steps away, your childrensplash in the lake as the seagullssquawk above.

Offer exact numbers in the detailsTestimonials – don’t just ask whathappened – as how they feel or felt –be careful not to include claimsDon’t take testimonials out of contextso that it changes the actual message

Write With PassionIt will make your words carry more meaningYour ideas will be more clear andcompellingYour voice is stronger, richer and moreconvincingYour energy will carry over to your prospectHow? Know the prospect and the product –testimonials can help – get excited and feelthe problem and feel the solution

Passion – What Does Your Client Think?Does you prospect like bold, in yourface “us vs the enemy”Are they suspicious of the status quoand would like an outsider solutionPresenting your services as a novel –not part of the establishmentLimit exclamation point – only forimpact every now and then

Softer ApproachDoes the client want to see apartnership relationship with you?“I will help you do three things: Sleepbetter, digest better and have moreenergy”“Improve Your Life” I will work withyou step-by-step“Get Yourself Out of Pain” with oneclickAll address a problem – offer a solution

The Power of Using StoriesDramatize the benefit – creates a pictureTaps into a fear or desire ie: to berespectedBrings the benefit to lifeYou feel the intrigue and you want to knowmoreIt starts with a human interest story, thestory creates a hero, includes a moralwhich is buy this product and they canhave this benefit, too

To Tell A StoryGo back to the prospect file andfigure out what are the desire etcThe hero in the story is theprospect – so what is theprospect struggling withClient stories are gold

Voices in a Story1st person: Prospect will relate and seehow it will solve his/her problemThe hero is telling the story2nd person: The powerful “you” voicetalks directly to the reader and drawsthem into the story3rd person: Provides a parable with anirresistible lesson – two men samecollege one successful, one not – whatis the difference