Notes from https://www.udemy.com/modern-copywriting-writing-copy-that-sells-in-2018
Some Definitions:
☐ Copywriting is any writing that convinces you to take a particular action. It can transform objects into ideas and get people to do what you want them to – even if it’s just to remember the name of your company.
☐ Copy is what you find on products, ads, headlines – anything used for marketing or advertising purposes. The purpose of copy is to sell a product or an idea.
For effective copy creation, a user must use and combine 3 “paths”: scientific, art, and psychology. Scientific could be stating
☐ Art appeals to the emotions. It’s memorable and creative.
☐ Science is practical and testable.
☐ Persuasion elicits action from the reader.
User copy to focus on benefits and not features. Use copy to link benefits to the features. Ask this question after a statement “so, what?” to see if it answers the benefits question.
An example would
“item XXX is waterproof” – this is a feature
“item XXX is waterproof and will allow you to work in any rough enviroment without breaking your item XXX” – this speaks of both the feature and benefit and is much more effective.
Learn about your competition. Learn what they are offering and list what are inferior to your product/services. Have find a target audience with a very specific need using niches.
USP = Unique selling proposition. “Why they should pick you over any one else.” It isn’t a tag line.
Can embrace negatives and help define a new USP
1 way to create your own USP:
- We help ___ ( your target audience )
- Do ___ ( what you help them accomplish )
- Even if ___ ( worst case scenario happens )
Usually USP is normally created out of one of the 3: Quality, Price, Service.
Good copy can turn negatives in to positives. Good copy can diffuse bad impressions. Good copy doesn’t have to follow everyone else’s examples.
Ask questions to customers about your service to see what they like about it. This way, you know what it is you can push and market better. Knowing the benefits they value the most from you will help figure out what your advantage is and what makes you “superior”. Ask them what process the do before purchasing something – reviews etc. Also do “social listening” so you know what they are talking, thinking about and to use their language. Using buzz words can usually be bad since the customer may be unaware of the term. “Speak their language.”
Don’t make blind assumptions about what should be included in your copy. Do research.
Headline + sub-headline
Using a head and sub headline, it allows the headline to be used for more attention grabbing while the sub headline can clarify it. Not really a good idea to jam all of the intention in just a header alone. Sub header allows you to break it up.
Persuasion Techniques:
1-2-3-4 Formula
Answer these questions while writing copy.
- What have I got for you ( product / service description)
- What will it do for you ( share benefits )
- Who am I? (establishing trust and familiarity)
- What do you need to do next ( provide direction to take action )
target the correct audience by asking “what’s in it for me? (customer) ” Appeal to customers needs and interests not your own.
“So what?” question makes sure the connection between feature and benefits are clear.
Structuring Copy
AIDA – Attention , Interest, Desire, Action
Attention – appealing call to action they see
Interest – get attention by saying it is unique etc
Desire – “this is amazing and you need this, hit on reason points”
Action – finally direct the next move for action you want them to take.
ACCA – Awareness, Comprehension, Conviction, Action
Awareness – raise awareness instead of grabbing attention, strong headline or copy
Comprehension – why issue is worth their time and what their contribution or action could do to help
Conviction – Convince them that the read can and should do something about it
Action – provide direct to the action you want them to take.
PPPP – Picture, Promise, Proove, Push
Tactic use to show product and proof of it’s effectiveness.
Picture – describe a desirable thing such as “never have to worry about …”
Promise – Offering benefits – “our tech will come and fix your problem”
Prove – show how it has worked already. testimonials or “our customers love this”
Push – call to action
BAB – Before, After, Bridge
Tell customer about a no good situation and then tell them about the after or ideal situation. Then you provide the bridge to get to the after. “our service will take care of your needs”
UPWORDS – Universal Pictures Words or Relatable, Descriptive Sentences
Use a dramatic or powerful image to get across using a metaphoric approach to the customer. i.e. “we mowed 100 lawns last week. ” – and an image showing a football field to show the analogy.
With all formulas, start with a goal.