The Copywriting Snapshot Amy Harrison

Transcription

1 The Copywriting Snapshot Amy Harrison Make prospects see, believe, want, and buy

2 Founder of Write With Influence

3 Problem / Trigger Customer D / CO: T / TOV: -ve Emotions Don t TRUST Combat industry concerns Don t BELIEVE Symptoms +ve Emotions Transformation Disprove Don t SEE Don t WANT The Copywriting Snapshot Key Details Feature Forward Symptom solution Feature Do Means Symptom Problem Cure Contrast Workaround? Nothing? Term Solve Umbrella Terms Solve Risks From Now On Butterfly Anchor Emotional Proof

4 THE COPYWRITING SNAPSHOT Your customers are NOT this guy

5 THE COPYWRITING SNAPSHOT George Mallory

6 THE COPYWRITING SNAPSHOT George why did you want to climb Everest?

7 THE COPYWRITING SNAPSHOT Because it s there

8 THE COPYWRITING SNAPSHOT Because it s there

9 THE COPYWRITING SNAPSHOT The most famous three words in mountaineering

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11 My darling Ruth I m going to climb Everest!

12 My darling Ruth I m going to climb Everest! (Again)

13 What on earth for?! My darling Ruth I m going to climb Everest! (Again)

14 What on earth for?! Because it s there!

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16 Are you absolutely **&%&ing me!?

17 Are you absolutely **&%&ing me!??

18 We ve got 3 kids!

19 We ve got 3 kids! Under the age of 10!

20 We ve got 3 kids! Under the age of 10! And you ve already been there twice!

21 Tell you what George if you want to do something

22 Tell you what George if you want to do something because it s there

23 Get that bloomin guttering fixed

24 Or do a spot of dusting

25 Or pick your clothes up off the floor

26 THE COPYWRITING SNAPSHOT Most people are not George Mallory

27 THE COPYWRITING SNAPSHOT Most people are not George Mallory They don t do things just because they re there

28 THE COPYWRITING SNAPSHOT You need to give them a good reason

29 THE COPYWRITING SNAPSHOT You need to give them a good reason But even then, that s not enough

30 THE COPYWRITING SNAPSHOT People don t follow instructions

31 THE COPYWRITING SNAPSHOT People don t follow instructions Even if it keeps them safe

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35 THE COPYWRITING SNAPSHOT We can t just tell customers what we want them to do (buy!)

36 THE COPYWRITING SNAPSHOT We need to do more than provide instructions

37 THE COPYWRITING SNAPSHOT We need to persuade

38 THE COPYWRITING SNAPSHOT Copywriting is the language of

39 THE COPYWRITING SNAPSHOT Copywriting amplifies your marketing

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41 THE COPYWRITING SNAPSHOT $395 video course

42 THE COPYWRITING SNAPSHOT $395 video course 2 week content campaign

43 THE COPYWRITING SNAPSHOT $395 video course 2 week content campaign No affiliates

44 THE COPYWRITING SNAPSHOT $395 video course 2 week content campaign No affiliates Less than $3,000 advertising

45 THE COPYWRITING SNAPSHOT $395 video course 2 week content campaign No affiliates Less than $3,000 advertising Repeated 3 x

46 THE COPYWRITING SNAPSHOT $1,009,899 + in sales

47 THE COPYWRITING SNAPSHOT Why aren t more companies benefiting from the power of copywriting?

48 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY PROBLEMS INTERESTS PRODUCT SERVICE FEATURES MARKETING (COPYWRITING)

49 A simple but common mistake when people try to BUILD a customer profile (for copywriting)

50 PERSONA #1

51 PERSONA #1 Cassie Customer

52 PERSONA #1 Cassie Customer Cassie is 24 years old and lives in the South-East of England. She works in retail and loves her job. She s ambitious and she likes coffee, her favourite type of coffee is a cappuccino. She s a Sagittarius but never reads her horoscope. She likes evenings out with friends and long walks on the beach. She has a dog named Bob

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62 It s like you can read my mind

63 Except it s not

64 THE COPYWRITING SNAPSHOT

65 THE COPYWRITING SNAPSHOT

66 THE COPYWRITING SNAPSHOT

67 Why doesn t it work?

68 Myth: I m suffering from writer s block

69 Truth: You don t know the right details about your customer

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71 Do you care about your dog, Bob?

72 Do you care about your dog, Bob?

73 CUSTOMER PROFILE TIP If you re not writing details you can use directly in your copy...you re writing fiction.

74 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY PROBLEMS INTERESTS PRODUCT SERVICE FEATURES MARKETING (COPYWRITING)

75 THE COPYWRITING SNAPSHOT Why should my ideal customer buy my product?

76 THE COPYWRITING SNAPSHOT Why should my ideal customer buy my product?

77 THE COPYWRITING SNAPSHOT Why would my ideal customer

78 THE COPYWRITING SNAPSHOT Why would my ideal customer NOT buy my product?

79 THE COPYWRITING SNAPSHOT CUSTOMER 4 Barriers to Buying COMPANY PROBLEMS INTERESTS PRODUCT SERVICE FEATURES MARKETING (COPYWRITING)

80 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

81 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE BELIEVE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

82 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE BELIEVE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES DESIRE

83 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE BELIEVE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES DESIRE TRUST

84 THE COPYWRITING SNAPSHOT Any ONE of these 4 barriers can stop the perfect customer from buying your product

85 Problem / Trigger Customer D / CO: T / TOV: -ve Emotions Don t TRUST Combat industry concerns Don t BELIEVE Symptoms +ve Emotions Transformation Disprove Don t SEE Don t WANT The Copywriting Snapshot Key Details Feature Forward Symptom solution Feature Do Means Symptom Problem Cure Contrast Workaround? Nothing? Term Solve Umbrella Terms Solve Risks From Now On Butterfly Anchor Emotional Proof

86 Problem / Trigger Customer D / CO: T / TOV: -ve Emotions Don t TRUST Combat industry concerns Don t BELIEVE Symptoms +ve Emotions Transformation Disprove Don t SEE Key Details Feature Forward Don t WANT Symptom solution Feature Do Means Symptom Problem Cure Contrast Workaround? Nothing? Term Solve Umbrella Terms Solve Risks From Now On Butterfly Anchor Emotional Proof

87 THE COPYWRITING SNAPSHOT A series of questions and techniques to develop a sales messaging framework specific to your customer to help overcome these 4 barriers

88 THE COPYWRITING SNAPSHOT How might these barriers stop people buying?

89 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

90 THE COPYWRITING SNAPSHOT Are you making your offer invisible?

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92 What IS it?

93 No urgency

94 THE COPYWRITING SNAPSHOT Number of times Premium Security mentioned: 3

95 THE COPYWRITING SNAPSHOT Number of times Premium Security mentioned: 3 Number of details about what it is: 0

96 Don t assume prospects know what the NAME of your product or service means

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98 Meaningless (invisible) name

99 Deadline not mentioned Meaningless (invisible) name

100 THE COPYWRITING SNAPSHOT So what IS the offer?

101 THE COPYWRITING SNAPSHOT Flying from Gatwick before March 31 st?

102 THE COPYWRITING SNAPSHOT Flying from Gatwick before March 31 st? Receive a personal welcome at airport security

103 THE COPYWRITING SNAPSHOT Flying from Gatwick before March 31 st? Receive a personal welcome at airport security Clear security faster, in an exclusive lane (with fewer people)

104 THE COPYWRITING SNAPSHOT Flying from Gatwick before March 31 st? Receive a personal welcome at airport security Clear security faster, in an exclusive lane (with fewer people) Reach the shops and restaurants first

105 Copy Tip: Don t underestimate how a few missing details from your copy can make your offer invisible

106 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY BELIEVE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

107 THE COPYWRITING SNAPSHOT 2 common beliefs that can hold your customer back

108 Common belief #1 They don t believe the solution

109 THE COPYWRITING SNAPSHOT Example: Partner snores

110 THE COPYWRITING SNAPSHOT I ve tried everything, nothing works!

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113 THE COPYWRITING SNAPSHOT

114 THE COPYWRITING SNAPSHOT Ear plugs don t work

115 Copy tip: To overcome doubt first show you understand that the doubt is valid

116 1. You ve probably tried this 2. It didn t work 3. There IS a solution 4. You might not believe it 5. But I can prove it to be true 6. Here s what s possible

117 Traditionally...ear protection had relied on plastics, foams, silicones and if you're desperate cotton wool.

118 Traditionally...ear protection had relied on plastics, foams, silicones and if you're desperate cotton wool. 1: Here s what you ve tried

119 These are used to absorb sound, but they still allow low frequency sound to penetrate,

120 These are used to absorb sound, but they still allow low frequency sound to penetrate, 2: It didn t work

121 The density of metal prevents soundwaves from penetrating,

122 The density of metal prevents soundwaves from penetrating, 3: There IS a solution

123 Metals have always been good conductors and so convention would suggest they are not a good choice for blocking sound.

124 Metals have always been good conductors and so convention would suggest they are not a good choice for blocking sound. 4: You might not believe it

125 However, metal has to have a direct connection to conduct sound. So isolate the metal with a soft foam inside your ear 5: But I can prove it to be true

126 However, metal has to have a direct connection to conduct sound. So isolate the metal with a soft foam inside your ear and you end up with the most effective ear plug ever made. 6: Here s what s possible

127 Belief #2 They don t believe it will work FOR THEM

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129 Who is the YOU?

130 THE COPYWRITING SNAPSHOT Earn the right to address your customer Show them you know who You is

131 Who is the YOU?

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134 THE COPYWRITING SNAPSHOT Combat the false belief that: It probably won t work for me

135 Tell them they don t need to be an expert, an athlete, incredibly disciplined, a model etc.

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138 Copy tip: Don t be afraid of doubt be willing to tackle it

139 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY PROBLEMS INTERESTS PRODUCT SERVICE FEATURES DESIRE

140 THE COPYWRITING SNAPSHOT Do they WANT it enough?

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143 A subscription with a state-of-the-art data offer

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145 I really wish I had a subscription with a state-of-the-art data offer

146 Who speaks like that? I really wish I had a subscription with a state-of-the-art data offer

147 Who speaks like that? This is awkward... I really wish I had a subscription with a state-of-the-art data offer

148 Who speaks like that? I m just going to watch YouTube and send funny photos to my I really wish I had a subscription mates... with a state-of-the-art data offer

149 Using an IMPACT TABLE in the snapshot to show:

150 Using an IMPACT TABLE in the snapshot to show: How does state-of-the-art data link to what our customer wants?

151 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS

152 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS State-of-the-art data

153 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS Watch videos faster State-of-the-art data

154 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS Watch videos faster State-of-the-art data Send and receive photos on the go

155 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS Watch videos faster State-of-the-art data Send and receive photos on the go Use the phone as much as they want without going over data limits

156 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS Watch videos faster Beat boredom State-of-the-art data Send and receive photos on the go Use the phone as much as they want without going over data limits

157 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS State-of-the-art data Watch videos faster Send and receive photos on the go Use the phone as much as they want without going over data limits Beat boredom Feel connected and close to family and friends

158 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS State-of-the-art data Watch videos faster Send and receive photos on the go Use the phone as much as they want without going over data limits Beat boredom Feel connected and close to family and friends Not worry about unexpected bills or concerned about how much data they have left

159 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS State-of-the-art data Watch videos faster Send and receive photos on the go Use the phone as much as they want without going over data limits Beat boredom Feel connected and close to family and friends Not worry about unexpected bills or concerned about how much data they have left

160 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS State-of-the-art data Watch videos faster Send and receive photos on the go Use the phone as much as they want without going over data limits Beat boredom Feel connected and close to family and friends Not worry about unexpected bills or concerned about how much data they have left

161 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS State-of-the-art data What can they DO? It should start with a verb Watch videos faster Send and receive photos on the go Use the phone as much as they want without going over data limits Beat boredom Feel connected and close to family and friends Not worry about unexpected bills or concerned about how much data they have left

162 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS State-of-the-art data What can they DO? It should start with a verb Watch videos faster Send and receive photos on the go Use the phone as much as they want without going over data limits Beat boredom Feel connected and close to family and friends Not worry about unexpected bills or concerned about how much data they have left

163 TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS State-of-the-art data What can they DO? It should start with a verb Watch videos How faster do they FEEL? What s Send and receive the photos emotional on the go benefit? Use the phone as much as they want without going over data limits Beat boredom Feel connected and close to family and friends Not worry about unexpected bills or concerned about how much data they have left

164 Copy tip: Make it easy for your customer to visualise the transformation they wiill experience with your product

165 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY PROBLEMS INTERESTS PRODUCT SERVICE FEATURES TRUST

166 THE COPYWRITING SNAPSHOT Why do people hate your industry?

167 THE COPYWRITING SNAPSHOT Why do people hate your industry?

168 Copy tip Acknowledge industry frustrations when you want people to switch from a competitor

169 THE COPYWRITING SNAPSHOT

170 THE COPYWRITING SNAPSHOT

171 THE COPYWRITING SNAPSHOT Expert Management Save money with great rates More rental profits Protect your investment

172 What do they hate?

173 THE COPYWRITING SNAPSHOT It s been days since I heard from my PM. I have no idea what state the property is in.

174 THE COPYWRITING SNAPSHOT I ve just received a maintenance invoice. How do I know the work is really needed?

175 THE COPYWRITING SNAPSHOT I don t know if the tenants are trashing the place, or even paying rent on time.

176 THE COPYWRITING SNAPSHOT How do you address this without calling out the competition?

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178 THE COPYWRITING SNAPSHOT It s not easy being away from your rental property, and you may often find yourself thinking:

179 THE COPYWRITING SNAPSHOT I need fast communication. I want to know how my property is TODAY, not in 3 or 4 days time.

180 THE COPYWRITING SNAPSHOT How do I know maintenance is necessary if I m not there to check?

181 THE COPYWRITING SNAPSHOT I don t want to worry about if my rent is being paid on time, if at all!

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183 Detail about HOW they solve each of those concerns

184 OUR OBJECTIVES Cold list Direct Mail

185 OUR OBJECTIVES Cold list Direct Mail First conversion 3 days

186 OUR OBJECTIVES Cold list Direct Mail First conversion 3 days $30,000 in new business

187 Copy tip You don t have to call out the competition just highlight frustrations and show how you re different

188 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

189 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE BELIEVE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

190 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE BELIEVE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES DESIRE

191 THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE BELIEVE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES DESIRE TRUST

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194 THE COPYWRITING SNAPSHOT Customers can see, believe, want, and buy

195 The Copywriting Snapshot bit.ly/copywritingsnapshot Download your light Snapshot with worksheet until: Sunday Sept 16th