The Copywriting Snapshot Amy Harrison

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

Founder of Write With Influence

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

THE COPYWRITING SNAPSHOT Your customers are NOT this guy

THE COPYWRITING SNAPSHOT George Mallory

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

THE COPYWRITING SNAPSHOT Because it s there

THE COPYWRITING SNAPSHOT The most famous three words in mountaineering

My darling Ruth I m going to climb Everest!

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

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

What on earth for?! Because it s there!

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

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

We ve got 3 kids!

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

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

Tell you what George if you want to do something

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

Get that bloomin guttering fixed

Or do a spot of dusting

Or pick your clothes up off the floor

THE COPYWRITING SNAPSHOT Most people are not George Mallory

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

THE COPYWRITING SNAPSHOT You need to give them a good reason

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

THE COPYWRITING SNAPSHOT People don t follow instructions

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

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

THE COPYWRITING SNAPSHOT We need to do more than provide instructions

THE COPYWRITING SNAPSHOT We need to persuade

THE COPYWRITING SNAPSHOT Copywriting is the language of persuasion @Harrisonamy

THE COPYWRITING SNAPSHOT Copywriting amplifies your marketing

THE COPYWRITING SNAPSHOT $395 video course

THE COPYWRITING SNAPSHOT $395 video course 2 week content campaign

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

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

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

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

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

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

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

PERSONA #1

PERSONA #1 Cassie Customer

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

It s like you can read my mind

Except it s not

THE COPYWRITING SNAPSHOT

Why doesn t it work?

Myth: I m suffering from writer s block

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

Do you care about your dog, Bob?

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

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

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

THE COPYWRITING SNAPSHOT Why would my ideal customer

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

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

THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

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

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

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

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

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

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

THE COPYWRITING SNAPSHOT How might these barriers stop people buying?

THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

THE COPYWRITING SNAPSHOT Are you making your offer invisible?

What IS it?

No urgency

THE COPYWRITING SNAPSHOT Number of times Premium Security mentioned: 3

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

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

Meaningless (invisible) name

Deadline not mentioned Meaningless (invisible) name

THE COPYWRITING SNAPSHOT So what IS the offer?

THE COPYWRITING SNAPSHOT Flying from Gatwick before March 31 st?

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

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)

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

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

THE COPYWRITING SNAPSHOT CUSTOMER COMPANY BELIEVE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

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

Common belief #1 They don t believe the solution

THE COPYWRITING SNAPSHOT Example: Partner snores

THE COPYWRITING SNAPSHOT I ve tried everything, nothing works!

THE COPYWRITING SNAPSHOT

THE COPYWRITING SNAPSHOT Ear plugs don t work

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

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

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

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

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

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

The density of metal prevents soundwaves from penetrating,

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

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

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

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

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

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

Who is the YOU?

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

Who is the YOU?

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

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

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

THE COPYWRITING SNAPSHOT CUSTOMER COMPANY PROBLEMS INTERESTS PRODUCT SERVICE FEATURES DESIRE

THE COPYWRITING SNAPSHOT Do they WANT it enough?

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

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

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

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

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

Using an IMPACT TABLE in the snapshot to show:

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

TABLE FEATURE 02 WHAT THEY REALLY WANT WHAT THIS MEANS

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

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

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

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

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

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

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

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

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

THE COPYWRITING SNAPSHOT CUSTOMER COMPANY PROBLEMS INTERESTS PRODUCT SERVICE FEATURES TRUST

THE COPYWRITING SNAPSHOT Why do people hate your industry?

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

THE COPYWRITING SNAPSHOT

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

What do they hate?

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

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

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

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

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

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

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

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

Detail about HOW they solve each of those concerns

OUR OBJECTIVES Cold list Direct Mail

OUR OBJECTIVES Cold list Direct Mail First conversion 3 days

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

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

THE COPYWRITING SNAPSHOT CUSTOMER COMPANY SEE PROBLEMS INTERESTS PRODUCT SERVICE FEATURES

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

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

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

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

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