Click to edit Master W/tle E Bstyle C O P Y WRITING G U I D E. Click to edit Master text styles. Second level CLIENT. Third level

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1 Click to dit Mastr W/tl E Bstyl S I T E Click to dit Mastr txt styls Scond lvl Third lvl Fourth lvl» Fi:h lvl CLIENT EXCLUSIVE M A T E R I A L Cratd by Jacki Crino, MBA, M.S. Ownr Diital Marktin Stratist, Dsinr & Trainr 1

2 COPYRIGHT COPYRIGHT Copyriht 2014 by SmartMus Marktin, LLC. All rihts rsrvd. No part of this publication may b rproducd or distributd in any form or by any mans. Duplicatin, sharin, or uploadin diital fils to sharin sits is considrd stalin, and w will proscut stalrs to th full xtnt of th law. D I G I T A L B R A N D I N G & D E S I G N Th Wbsit Copy Writin Guid (Guid) is protctd by copyriht, tradmark, and othr intllctual proprty laws. Th Guid is providd solly for your prsonal, noncommrcial us. You may not us th Guid or th matrials availabl in th Guid in a mannr that constituts an infrinmnt of our rihts or that has not bn authorizd by us. Mor spcifically, unlss xplicitly authorizd in this Guid or by th ownr of th matrials, you may not modify, copy, rproduc, rpublish, upload, post, transmit, translat, sll, crat drivativ works, xploit, or distribut in any mannr or mdium (includin by mail or othr lctronic mans) any matrial from th Guid. You may, howvr, from tim to tim, download and/or print on copy of individual pas of th Guid for your prsonal, noncommrcial us, providd that you kp intact all copyriht and othr propritary notics. 2 A S t p - b y - S t p G u i d t o E x c a v a t i n Y o u r Idal Brandin & Dsin f o r a S u c c s s f u l Diital Marktin Prsnc 2014 SmartMus Marktin, LLC. All rihts rsrvd.

3 COPYRIGHT DISCLAIMER Plas not that much of this publication is basd on prsonal xprinc and ancdotal vidnc. Althouh th author (Jacki Crino) has mad vry rasonabl attmpt to achiv complt accuracy of th contnt in this Guid, thy assum no rsponsibility for rrors or omissions. Also, you should us this information as you s fit, and at your own risk. Your particular situation may not b xactly suitd to th xampls illustratd hr, and you should adjust your us of th information and rcommndations accordinly. D I G I T A L B R A N D I N G & D E S I G N Any tradmarks, srvic marks, product nams or namd faturs ar assumd to b th proprty of thir rspctiv ownrs, and ar usd only for rfrnc. Thr is no implid ndorsmnt if w us on of ths trms. A S t p - b y - S t p G u i d t o E x c a v a t i n Y o u r Idal Brandin & Dsin f o r a S u c c s s f u l Diital Marktin Prsnc Finally, nothin in this Guid is intndd to rplac common sns, lal, or othr profssional advic SmartMus Marktin, LLC. All rihts rsrvd.

4 Contnts Introduction (Pa 4) How To Us This Guid (Pa 5) Chaptr 1: My Top 17 Wbsit Copy Writin Tips (Pas 6 26) Chaptr 2: Hompa Copy (Pas 27 32) Chaptr 3: Opt-In Aras Copy (Pas 33 44) Chaptr 4: About Pa Copy (Pas 45 58) Chaptr 5: Sals Pa Copy (Pas 59 69) Chaptr 6: Rsourcs Pa Copy (Pas 70 73) Closin (Pas 74 77) SmartMus Marktin, LLC. All rihts rsrvd.

5 Introduction This uid was dsind to walk you throuh th writin of copy (a.k.a. txt contnt) for your most important wbpas, whil your wb dsinr/dvlopr works on brinin your dsins to lif. Bfor I bin, I want to mntion that hirin a profssional copywritr is oftn tims a ood ida if you hav it in your budt. Howvr, whatvr you dcid (to outsourc your copy writin in whol or in part, or to do all your own copy writin yourslf or in-hous), this uid should b a valuabl rsourc for you as you o throuh this UBER-important phas of your diital marktin prsnc dvlopmnt. If you DO dcid to writ your own copy, yourslf or in-hous, rst assurd that you r not alon. Many of th clints I v workd with ovr th yars, from soloprnurs to lar companis, hav on this rout. If you hav any qustions alon th way, you know whr to find m Facbook Mssa: Mobil Phon: SmartMus Marktin, LLC. All rihts rsrvd.

6 How To Us This Guid I rcommnd cratin a sparat Microsoft Word documnt for ach pa or contnt typ in your wbsit (i.. Hompa, Opt-In Aras, About Pa, Work With M Pa, Etc.). Kpin your wbsit contnt fils sparatd should allow us both to bst kp track of diffrnt vrsions. J SmartMus Marktin, LLC. All rihts rsrvd.

7 Chaptr I My Top 17 Wbsit Copy Writin TIPS To Kp in Your Mind as You Writ Your Copy for Your Wbsit SmartMus Marktin, LLC. All rihts rsrvd.

8 #1. Writ to connct with your tart markt on an motional lvl. If you havn t alrady, I hihly rcommnd you rad this post (from th SmartMus blo), titld Th ONE Scrt to Cratin a Powrful Brand /02/th-on-scrt-to-cratin-apowrful-brand WEBSITE G U I D E Also rfr to your rsponss from th Pop Exrcis Crat Your Idal Customr Modl from th Diital Brandin & Dsin Guid. Try to us xact words & phrass, in your copy, that your tart customrs ar usin. You can t ths by ivin your tart customrs a survy or simply by listnin in forums, social mdia, ntworkin vnts, mails you rciv, tc SmartMus Marktin, LLC. All rihts rsrvd. P a 8

9 #2. Writ to ONE instad of many. WEBSITE G It s BEST to writ to ONE prson at a tim whn writin your wbsit copy. Rfr to your rsponss from th Pop Exrcis Crat Your Idal Customr Modl from th Diital Brandin & Dsin Guid. Typically, your copy will b mor consistnt & powrful if you r spakin to a SINGLE rprsntation of your tart markt (your Idal Customr Modl), rathr than th whol. Th bttr you know this prson, th asir it will b for you to put yourslf in hr/his mind/shos SmartMus Marktin, LLC. All rihts rsrvd. U I D E P a 9

10 #3. Establish th styl & ton of your copy. Th styl & ton of your copy should match th visual styl & ton of your brand (your brand prsonality). Is your brand fun & whimsical? Edy, innovativ & cool? Humorous, ky & intllint? Stylish & upscal? Consrvativ & corporat? In ordr to bst connct with your idal customrs, kp your brand prsonality, writin styl, and ton consistnt and in sync with ach othr. Furthrmor Ar YOU a ky componnt in your businss brand? If ys, is YOUR prsonality in sync with your brand s prsonality? If your writin styl and ton ar authntic to who you ar and how you communicat, it will of cours b that much asir for you to xud your passion & xprtis and stablish connctions / build rlationships with your idal customrs SmartMus Marktin, LLC. All rihts rsrvd.

11 #4. Writ as you would spak. Writ as if you r actually spakin to your wbsit visitor. Whn th styl & ton of your writin is writtn how you would actually spak to your idal customr, your copy will connct with hr/ him much mor quickly & asily. I lik to prtnd I m ivin an actual spch, and I imain myslf spakin to that ONE prson in th audinc who is my Idal Customr Modl. It may suit you bttr, dpndin on th styl and ton of your writin, to imain your Idal Customr Modl in front of you in a privat, on-to-on convrsation SmartMus Marktin, LLC. All rihts rsrvd.

12 #5. Lss is mor. Lss Is Mor. Say what you want to say in as fw words as possibl and as clarly & asy-to-undrstand as possibl. Kp your mssa focusd. Extra words may wakn your writin. If a word or words arn t doin anythin usful or spcial, rmov thm. Eliminat vry word you can without chanin your mssa s manin, clarity or impact. Rmmbr: Popl typically hav short attntion spans on th wb. So, you want to t your mssa across as quickly & clarly as possibl. Focus on makin a connction with your visitor and incitin him/hr to tak your [nxt] dsird action. Clar & focusd lads to action! SmartMus Marktin, LLC. All rihts rsrvd.

13 #6. Kp sntncs short. Kp it short and simpl. Kp your sntncs short, succinct, and impactful. Avoid runon sntncs. If you find that a sntnc nds to b lon to t your point across, brak up th sntnc with parnthss, dashs, and commas appropriatly. P.S. Us contractions. Thy mak it asir for your radrs to rad your copy SmartMus Marktin, LLC. All rihts rsrvd.

14 #7. Kp pararaphs short. Lar blocks of txt appar ovrwhlmin to most wb radrs and caus thm to lav your wbpa or sit altothr. As a nral uidlin, try to kp your pararaphs to a maximum of 3-4 sntncs SmartMus Marktin, LLC. All rihts rsrvd.

15 #8. Utiliz dsin standards for your copy. WEBSITE G Don t us too many fonts, colors, and sizs. As always, I / your wb dsinr will crat a brandin & dsin standard for th look & fl of your copy (if ndd). Such standards will includ font typs, colors, and sizs for your main hadlins, sub-hadlins, spcial call-out txt, rular body copy, links, bullts, tc SmartMus Marktin, LLC. All rihts rsrvd. U I D E P a 15

16 #9. Us Outlins Whnvr Applicabl. Whn writin your lonr-copy wbpas, it s a rat ida to crat an outlin first. An outlin will hlp you to: u Kp a loical flow to your copy. u Avoid oin off on tannts. u Hold your radr s attntion. u Mak your contnt scrollworthy SmartMus Marktin, LLC. All rihts rsrvd.

17 #10. Mak your contnt scannabl. E M A I L L I S T H E A D Q U A R T E R S u Us both hadins and subhadins to brak out topics, and mak sur that popl who just rad ths will t th ist of what you want thm to know. WEBSITE u Us bullt points. G u Us indnts. It s commonly known in th wb dsin industry that most popl SCAN wbsits & wbpas rathr than rad thm wordfor-word SmartMus Marktin, LLC. All rihts rsrvd. U I D E u Implmnt propr us of larr txt, bold txt, and italics to accntuat th trms your tart customr is lookin for. u Kp sntncs & pararaphs short. u Lav ampl whit spac. u Us rlvant and inspirin visuals. P a 17

18 #11. Writ call-to-action focusd copy. CTA Your call-to-action (CTA) is th short instruction that tlls your visitor xactly what you want thm to do nxt (.. Buy now, Ristr for th wbinar, Sin up for my fr -book, Join my club, tc.) Bcaus your call-to-action is of th utmost importanc to vry sinl pa on your wbsit, your mssa should b clar & focusd to lad your visitor to tak your call-to-action. IMPORTANT: Popl scannin your contnt may miss a sinl CTA placd at th bottom of on of your wbpas. For this rason, you should stratically plac multipl CTA s in diffrnt spots within your contnt (i.. at th top / abov th fold, middl, and bottom) Position your CTA s so that thy flow naturally with your mssa and, at th sam tim, appar prominntly nouh to catch th y of popl scannin your contnt SmartMus Marktin, LLC. All rihts rsrvd.

19 #12. Writ in your Idal Customr Modl s lanua not your prs. A common mistak many businss ownrs mak is writin copy that will imprss thir prs rathr than thir tart markt. Avoid industry jaron in your marktin mssas. Explain thins as SIMPLY as possibl. Your oal is to mak your radr quickly undrstand and CONNECT with your mssa, plus incitd to tak your dsird nxt stp. Rmmbr this: Th CLEAREST marktr is th most POWERFUL marktr. So lav that jaron and imprssiv industry spak for your comptitors wbsits. J 2014 SmartMus Marktin, LLC. All rihts rsrvd. WEBSITE G U I D E P a 19

20 #13. Us concrt lanua. In your copy, b as spcific & clar as possibl. Don t mak your tart customr hav to think about what th spcific manin is of somthin you v said. WEBSITE G U I D E For xampl: Prtnd you hav an onlin cours tartin nutritionists in privat practic. Rathr than sayin somthin ABSTRACT lik: This cours will transform th succss of your nutrition practic. Say somthin CONCRETE lik: This cours will show you, stp-by-stp, how to fill your practic with clints ach month SmartMus Marktin, LLC. All rihts rsrvd. P a 20

21 #14. Paint picturs with your words. Whnvr you can, try to paint a pictur for your radr by dscribin spcific situations thy r likly oin throuh, thouhts thy r likly havin, tc. For xampl: Instad of writin frustration, dscrib what frustration actually looks lik for your tart customr in his or hr daily lif. WEBSITE G U I D E Onc aain, rfr to th blo post: /02/th-on-scrt-to-cratin-apowrful-brand And particularly pay attntion to th profssional oranizr, tartin moms of small childrn xampl in th scond half of th articl. P a SmartMus Marktin, LLC. All rihts rsrvd.

22 #15. B oriinal & authntic. Stay clar of bin havily influncd by any othr individual s or oranization s copy! I oftn find it hlps m to writ my bst copy whn I compltly dtach from th Intrnt and my laptop; I brin a pn and notbook to a café, and I writ frly from my hart and mind. Of cours, if dtachin from outsid information and simply typin frly into a Word doc on your laptop works bst for YOU, thn do that! Discovr and us your prsonal, bst crativ procss. J SmartMus Marktin, LLC. All rihts rsrvd.

23 #16. Infus your KEYOWRDS into your copy. WEBSITE G Your kywords ar th xact words or trms that your tart markt is [likly] sarchin for to find your wbsit. Your kywords should b naturally & stratically intratd into your copy. Sarch nins rank wbsits/wbpas accordin to kywords placd in hadins and body contnt (amonst othr ky placs, which I / your wb dvlopr will nsur you hav optimizd). In ordr to dtrmin your idal kywords, I rcommnd th followin THREE stps: 2014 SmartMus Marktin, LLC. All rihts rsrvd. U I D E P a 23

24 Stp 1: Put yourslf in your Idal Customr Modl s mind/shos. What would you sarch (xactly) if you wr lookin for what you / your company dos/ offrs? Stp 2: Listn to your tart markt. What words or trms do thy consistntly us? Stp 3: Us th Gool Kyword Plannr tool. u Go to u Crat a fr account, if you don t hav on. u Click on th Tools link. u Slct Kyword Plannr from th dropdown. u Click to drop down th What would you lik to do? sction. u Typ in kyword(s) you may want to us. u Click on th Kyword filtrs dit icon. u Rcommndd: Choos lss than 1500 monthly sarchs and Low comptition if you r nw to th diital world. If your businss has alrady built up much authority onlin, you may want to choos mor comptitiv kywords. u Click on th blu Gt Idas button. (S th quick Gool Kyword Plannr scrnshot dmo on th nxt two pas.) SmartMus Marktin, LLC. All rihts rsrvd.

25 Gool Kyword Plannr 1 WEBSITE G U I D E P a SmartMus Marktin, LLC. All rihts rsrvd.

26 Gool Kyword Plannr WEBSITE 7 G U I D E 8 You ll want your avra monthly sarchs to b at last 500 if you r any businss, marktin in th diital world. So, in this xampl, you d o back and rais your comptition lvl to Mdium to yild kywords with mor monthly sarchs SmartMus Marktin, LLC. All rihts rsrvd. P a 26

27 #17. Rad your copy out loud! I bliv th bst tst of any copy (asid from your marktin convrsion rats) is to rad it yourslf, out loud. As you rad, stp into your Idal Customr Modl s mind/shos. And answr th qustions blow. u Is it asy and smooth for you to rad? u Dos your copy t you xcitd? / Dos it mov you? u Would you work with you / your company aftr radin it? u Would you buy your product or srvic aftr radin it? WEBSITE G U I u Ar you xcitd to continu radin / tak your nxt stp / tak your CTA? P a If you can answr, Absolutly! you likly hav yourslf a winnin pic of copy! J SmartMus Marktin, LLC. All rihts rsrvd. D E

28 Chaptr 2 Hompa Copy SmartMus Marktin, LLC. All rihts rsrvd.

29 Hompa Whn writin your copy for your hompa, it s so important to mak it CLEAR what your businss dos and who you srv, as quickly as possibl. Lt s tak a look at th most common contnt pics that mak up a hompa: Hadr Your hompa dsin will likly includ a dominant lmnt at th top typically known as a hadr. Som dsins contain multipl hadr imas + txt that rotat typically known as a slidr. Whatvr th cas for your particular dsin, this hadr P ara will most oftn includ your wbsit s main hadlin (alon a with othr important brandin lmnts, such as your loo, your photo, othr ky imary, tc.) SmartMus Marktin, LLC. All rihts rsrvd.

30 Hompa Main Hadlin Your main hadlin is SO important bcaus it s usually th vry first thin a wbsit visitor will rad. It must b impactful, clar and asy to undrstand, and it must quickly tll your visitor that h/sh is in th riht plac or at last quickly build up nouh curiosity to incit him/hr to continu radin. Main Hompa Mssa Typically, your hompa will includ an introduction of sorts to furthr rab your visitor s intrst and mak a connction with him or hr. This mssa copy can b a sntnc, a short and simpl pararaph, bullt points, or prhaps two or thr pararaphs. Us this spac wisly. Think: What can you say hr in th shortst amount of words possibl that would tll your tart customr vrythin sh/h would nd to know, to know sh/h SmartMus Marktin, LLC. All rihts rsrvd.

31 Hompa was in th riht plac for what sh/h nds or dsirs? [Rmmbr: You also hav your main hadlin, loo/talin, and imary to convy this as wll.] Don t mak your main mssa copy all about you or your businss. This is a crucial tim to CONNECT with your idal customr on an motional lvl. Mak it as much about thm as possibl. Th ALL-IMPORTANT TIP: Rad your copy yourslf, out loud. Dos it xcit you? Dos it mov you? Would you want to work with you aftr radin it? If you can answr Absolutly! you v [likly] ot yourslf a winnin pic of copy. If ndd, slp on it; com back and rad it aain with a frsh mind; kp simplifyin it. Prfction is achivd, not whn thr is nothin mor to add, but whn thr is nothin lft to tak away. ~ Antoin d Saint-Exupry SmartMus Marktin, LLC. All rihts rsrvd.

32 Hompa Collctivly, hr s what your hompa copy should do Espcially on your hompa, your copy should b SCANNABLE. Nw visitors, spcially thos who rach you from a sarch nin, ar known to scan wbpas quickly rathr than rad thm word-for-word. Whn a wbpa rabs thir attntion and maks a quick connction, thy stop and prus that wbsit. (If ndd, rfr back to TIP #10, in Chaptr 1, for how to mak your contnt asily SCANNABLE.) Studis hav shown that you hav lss than 4 sconds to rab a wb visitor s attntion. [Your profssional dsin is th first thin that thy ll s, and I d vntur to say that your main hadlin is th scond immdiatly followd by your imary and main mssa copy.] This is why it s SO important to mak your wbsit do its job of connctin, abov th fold. ( Abov th fold simply mans th viwabl top portion of your wbsit that visitors can s bfor havin to us thir scrollbar.) SmartMus Marktin, LLC. All rihts rsrvd.

33 Hompa Hr ar FOUR important thins you want to mak a stron ffort to convy to your wbsit visitors as quickly as possibl: 1. WHY your businss is diffrnt. 2. WHO your businss srvs. 3. HOW you can bttr thir livs. 4. WHAT your businss dos. Also, you want to mak sur thr s nothin confusin about it. Havin othr popl, not ovrly familiar with your businss, look at your hompa and rlay back to you what your wbsit is all about is a rat tst! Last, but not last, your hompa copy should instantly rab your visitor s attntion and connct with thm on an motional lvl, if possibl. Put yourslf in your Idal Customr Modl s mind/shos. Now think: What would rab your attntion? What ar you REALLY lookin for (on an motional lvl)? What would t you so xcitd to hav found this [your] wbsit? SmartMus Marktin, LLC. All rihts rsrvd.

34 Chaptr 3 Opt-In Aras Copy SmartMus Marktin, LLC. All rihts rsrvd.

35 Opt-In Aras As dtrmind in our Diital Brandin & Dsin Straty Sssion, writ th copy for all of your mail opt-in aras. Your copy for your mail opt-in aras will oftn dpnd on th position and siz of th opt-in ara, as wll as what you r offrin your tart customr in xchan for thir nam, mail addrss, tc SmartMus Marktin, LLC. All rihts rsrvd.

36 Opt-In Aras Typical contnt that s includd in mail opt-in aras ar som variation of: u A stron hadlin. u A succinct & powrful dscription (in th form of a sntnc &/or bullt points). u A raphic of your offr. u Your call-to-action (which can simply b on and th sam with your hadlin. For xampl: Sin up for fr wkly advic on oranizin your hom & lif! ) u Your opt-in form. [Kpin this simpl (.. first nam and mail addrss) most oftn yilds MORE opt-ins.] u A quick tstimonial quot rlatin to what your tart customr is optin in for. (i.. Aftr radin Financially Wis Mom Wkly mails for 3 wks, I am now savin an xtra $300/month in livin xpnss. My family and I us this for wkly family outins. ) u A disclaimr to lt your visitors know you won t shar thir contact information. This isn t ncssary, but it may hlp to incras opt-ins (dpndin on your spcific businss, industry, or tart markt) SmartMus Marktin, LLC. All rihts rsrvd.

37 Opt-In Aras If your mail opt-in ara is horizontally positiond within your wbsit s hadr (for xampl), you ll typically want to includ a stron, irrsistibl hadlin / call-toaction that will mak your Idal Customr Modl xcitd to iv you his or hr nam and mail addrss. In this hadlin, CLEARLY tll thm what thy r sinin up for. Also, focus on th major bnfit thy ll rciv. It s a GREAT ida to mak th bnfit hr on that s an motional dsir of your tart customr. (i.. Sin up for tips to t into th bst shap of your lif at any a! or Subscrib for fr wkly coachin on how to oraniz vry ara of your lif and ain loads mor tim to spnd with your family! ) SmartMus Marktin, LLC. All rihts rsrvd.

38 Opt-In Aras Prhaps you may hav a spcific fr offr hr that your tart customr will rciv immdiatly aftr optin in (.. an -book download, fr trial, or an -cours). Of cours, mak sur you clarly lt your tart customr know what your fr offr is, alon with th major bnfit thy ll rciv. Not: Studis show that a spcific fr offr incrass th liklihood of opt-ins. Furthrmor, studis show that includin a GRAPHIC of your fr offr furthr incrass opt-in rats SmartMus Marktin, LLC. All rihts rsrvd.

39 Opt-In Aras If your mail opt-in ara is positiond within your wbsit s sidbar (for xampl), you ll typically want to includ a stron hadlin and, if ncssary, a vry brif (yt clar) dscription of what your tart customr is optin in for. Onc aain: focus on th major [motional lvl, if possibl] bnfit thy ll rciv. How will what your tart customr is optin in for affct hr/his lif? (What dp dsir will it hlp fulfill? What frustration or far will it liminat?) Not: Studis hav shown that th shortr your copy is hr, th hihr th convrsion rats. If I had to uss, it s bcaus radrs tnd to rad th main copy on th pa and only stop to rspond to somthin in th sidbar if it catchs thir intrst at a lanc. So, us a rat hadlin hr and prhaps only a on-sntnc dscription / call-toaction, plus your opt-in form SmartMus Marktin, LLC. All rihts rsrvd.

40 Opt-In Aras If your mail opt-in ara rsids within a fatur box or its own landin pa, you can includ mor information: u A stron hadlin. u An opnin pararaph. u Bulltd itms focusin on th bnfits of what your tart customr is optin in for. u Call-to-action. u Opt-in form. u A tstimonial quot rlatin to your opt-in offr. Landin Pa Fatur Box A fatur box is basically a larr-sizd mail optin ara prsntd on a wbsit hompa, squz pa (a pa that intrcpts your hompa for th purpos of collctin mail opt-ins), landin pa, or a pop-up window SmartMus Marktin, LLC. All rihts rsrvd.

41 Opt-In Aras Fatur box copy xampl: 10 Stps to Buildin an Onlin Businss Empir Gt th roadmap to follow to your dram onlin businss mpir. v Stps 1 5: Larn how to st up an onlin prsnc that ll attract and connct with your idal customrs. WEBSITE G U I D E v Stps 6 & 9: Larn how to crat an onlin marktin plan that ll convrt drovs of followrs, mail list subscribrs, and customrs. v Stp 10: Implmnt your plan to build your businss mpir! Sin up blow to instantly rciv this roadmap, in your mail inbox. First Nam: Addrss: Submit! 2014 SmartMus Marktin, LLC. All rihts rsrvd. P a 41

42 Opt-In Aras For a rat landin pa copy xampl, s Tak not that your landin pa copy dos NOT hav to b as lon as in this xampl. This copy was writtn for a fr, 125-pa -book offr. So, mor information was warrantd SmartMus Marktin, LLC. All rihts rsrvd.

43 Two Mor Placs Whr I Rcommnd You Fatur An Opt-In Ara: u Within or at th bottom of your wbpa contnt (particularly your About pa) u At th bottom of your blo posts (S th followin two pas.) SmartMus Marktin, LLC. All rihts rsrvd.

44 Opt-In Aras For your mail opt-in ara blow your blo posts, somthin simpl is fin, such as: Enjoyd this articl? Gt mor lik this vry wk. It s fr! You can kp it short hr bcaus you kind of alrady sold your valu in your blo post, if your radr mad it to th nd. WEBSITE G U I D E P a SmartMus Marktin, LLC. All rihts rsrvd.

45 Opt-In Aras For your mail opt-in ara within or at th bottom of your pas, I rcommnd kpin it simpl with a stron hadlin, call-to-action, and opt-in form. WEBSITE G Bottom of my About Jacki pa on th SmartMusMarktin.com wbsit. Middl of my About Company pa on th SmartMusMarktin.com wbsit. U I D E P a SmartMus Marktin, LLC. All rihts rsrvd.

46 Chaptr 4 About Pa Copy SmartMus Marktin, LLC. All rihts rsrvd.

47 About Pa Your About Pa is on of th most visitd pas on your wbsit. Also, your About Pa is a ky pa in your wbsit for you to: u mak a stron connction with your tart customrs. u stablish your crdibility and know, lik & trust amonst your visitors. u brin your tart customr closr (or all th way) to makin a dcision to work with you and/or your company or to purchas your products or srvics. So, you ll want to mak sur your copy and contnt on this pa ar STRONG. Byond th tips prsntd in Chaptr 1, hr ar my top 11 tips for writin succssful copy for your About Pa SmartMus Marktin, LLC. All rihts rsrvd.

48 About Pa TIP #1: Kp this pa fr of distraction. Bcaus this pa is an important pa to CONNECT with your visitors, you want to mak sur thy ar focusd on radin your pa and takin your dsird call-to-action, which is most oftn to opt-in to your mail list so you can furthr build th rlationship. You may also want to includ links within your copy to your work with m pa or your srvics or products pa(s) (basically any pa that will hlp your tart customr larn vrythin you want thm to know about you, your company, or your products & srvics). You want to dirct thm to acquirin nouh information to mak a dcision to bcom on of your customrs or clints and/or on of your valuabl mail list subscribrs SmartMus Marktin, LLC. All rihts rsrvd.

49 About Pa TIP #2: Giv your pa a rat hadlin. Giv your pa a rat hadlin, byond simply About M or About Us. You can kp ths titls at th top, but iv a rat hadlin to your pa that will connct with your radr and t him or hr xcitd to kp radin. Not: This is just a sustion. Prhaps, your opnin pararaph will b all you nd to mak a quick connction with your radr and incit him or hr to kp radin. S th nxt pa SmartMus Marktin, LLC. All rihts rsrvd.

50 About Pa TIP #3: Provid a rat opnin. Provid a stron opnin pararaph/sntnc(s)/ qustion(s)/tc. that will connct with your radr and t him or hr xcitd to kp radin SmartMus Marktin, LLC. All rihts rsrvd.

51 About Pa TIP #4: Tll your STORY. Do you hav a ood story about how you cam to do what you do? Or do you hav a cool story about how your products or srvics wr cratd? Put this story in your About Pa. Popl LOVE storis! Grat storis humaniz your brand; thy iv manin and purpos to what you do and sll; storis ar mmorabl; popl connct with storis thy rlat to and shar thm with othrs. Also, storis hlp to acclrat know, lik, & trust amonst your tart customrs, and know, lik & trust is what lads to sals and businss rowth. Th story you tll should of cours b 100% tru. Also, it should paint a pictur, for your idal customr, of why you r qualifid to hlp thm; why you r diffrnt; and why you r th bst choic SmartMus Marktin, LLC. All rihts rsrvd.

52 About Pa TIP #5: Us imary to nhanc your copy. Plain & simpl, imas nhanc your copy s ability to ffctivly communicat your mssa, mak a connction with your tart customrs, and incras know, lik & trust SmartMus Marktin, LLC. All rihts rsrvd.

53 About Pa TIP #6: Put your prsonality into it. Stand out from th crowd with a REAL brand voic. Put your prsonality into your About Pa. You r not lik vryon ls, so don t try to sound lik vryon ls in your industry. Rmmbr: Popl rlat to popl (not companis). If you can b yourslf and brin your yourslf into your wbsit copy, it ll likly b all th mor powrful. Show your humor. Show your oofy sid. Shar prsonal storis and blifs that your tart customrs will rlat to. Show you r human. Trust m Popl will lik you mor. Of cours, you r th bst jud of how your prsonality can bst (and most appropriatly) intrat into th copy for your spcific businss, industry, and tart markt SmartMus Marktin, LLC. All rihts rsrvd.

54 About Pa TIP #7: Mak it mor about THEM. Focus on makin your copy hr mor about your tart customr than about you / your company. Lt thm know: How you can spcifically hlp thm; what spcific rsults you can dlivr. Ask yourslf: What would my tart customr(s) want to know about my company / m? What would rally mak thm fl a connction to what I / w bliv in, do, mak, tc.? What would mak thm fl closr to knowin, likin & trustin you / your company? Somtims it hlps if you focus mor on usin th word you in your copy, than th words I and w SmartMus Marktin, LLC. All rihts rsrvd.

55 About Pa TIP #8: Mak your uniqunss known. Mak it known what maks you diffrnt from othr companis or individuals in your industry? You MUST show/tll your comptitiv diffrntiation. This can b as simpl as your blifs, your mission, or your uniqu story or xprinc SmartMus Marktin, LLC. All rihts rsrvd.

56 About Pa TIP #9: Includ your qualifications. What ar your qualifications in rlation to your businss (i.. your xprinc, ducation, drs, awards, tc.)? SmartMus Marktin, LLC. All rihts rsrvd.

57 About Pa TIP #10: Provid social proof. If you v ot social proof, you may want to includ it on this pa. If you don t, put it on your to-do list to t som. Actually, mak collctin valuabl social proof a continuous priority in your businss. Social proof may includ: u Spcific clints you v workd with that your tart customrs miht b imprssd by. u Spcific rsults you v achivd for your clints. u Customr or clint tstimonials. u Mdia outlts that you, your company, or your products or srvics wr faturd in. u Prss mntions of you, your company, or your products or srvics SmartMus Marktin, LLC. All rihts rsrvd.

58 About Pa TIP #11: Plan for an mail opt-in ara intration. Your About Pa is a rat plac to includ an mail opt-in ara. If you hav a stronly writtn About Pa, your radrs will likly fl a connction to you / your company and bcom incitd to opt in to your mail list. As your dsinr, I can hlp you (if ndd) to plac your mail opt-in ara naturally and stratically within your About Pa contnt. I rcommnd kpin this mail opt-in ara simpl with no mor than a stron hadlin, call-to-action, and opt-in form SmartMus Marktin, LLC. All rihts rsrvd.

59 About Pa IMPORTANT: Plas b sur to rad throuh all of th tips in Chaptr 1, as wll, bfor you writ your About Pa SmartMus Marktin, LLC. All rihts rsrvd.

60 Chaptr 5 Sals Pa Copy SmartMus Marktin, LLC. All rihts rsrvd.

61 Sals Pa Your Sals Pa is a pa on your wbsit that s dsind to SELL your products or srvics. This pa may b calld Work With M, Work With Us, Srvics, Products, tc. Your call-to-action (CTA) on this pa may b to mak a purchas dirctly from this pa or prhaps to schdul a consultation with you (whrby th actual sal is mad in prson or ovr th phon). Your businss spcific sals procss will dtrmin this. Whatvr th cas, your aim should b to turn this pa into an automatd, 24/7 salsprson that can do th work of ttin your prospcts as far as possibl into your sals cycl. Byond th tips prsntd in Chaptr 1, hr ar my top 8 tips for writin succssful copy for your Sals Pa SmartMus Marktin, LLC. All rihts rsrvd.

62 Sals Pa TIP #1: Kp this pa fr of distraction. Your Sals Pa is oftn th official pa for providin your tart customr with important information aimd at makin your most important CONVERSION from your wbsit. Thrfor, it s a rat ida to kp this pa supr clar & focusd on drivin your tart customr to tak your CTA. Your Sals Pa should b fr of any sidbar distractions SmartMus Marktin, LLC. All rihts rsrvd.

63 Sals Pa TIP #2: Giv your pa a stron hadlin & opnin. No mattr how you dcid to structur it, know that this pic of your Sals Pa copy (hadlin/opnin) is most important for: u Makin that initial connction with your tart customr. u Gttin him or hr intrstd &/or xcitd to work with you or to purchas your srvic or product and thrfor to mak his or hr way throuh your Sals Pa to your CTA. Aim to mak this initial sction of your Sals Pa copy provid your tart customr with th prcis information h or sh would nd to mak a buyin dcision on th spot. This way, th rst of your copy can b dsind to simply furthr convinc your tart customr that you, your company, or your srvic or product ar th bst choic SmartMus Marktin, LLC. All rihts rsrvd.

64 Sals Pa TIP #3: Giv your prospcts vrythin h or sh would nd to mak a dcision to work with you. Aim to mak this pa as short as possibl whil still providin your prospctiv customr with vrythin h or sh would nd to mak a dcision to work with you, purchas your product or srvic, or tak your othr CTA. Tll thm spcifically what thy ll t and spcifically how it will bnfit thm. Mak your valu and comptitiv diffrntiation known. Us rlvant imary (if applicabl), and provid xact dats or locations (if applicabl). As bst as you can, don t lav thm with any qustions ndd to mak a dcision to tak your sals pa s CTA. If your particular product or srvic warrants a lon sals pa, so b it! Just rmmbr to mak your copy scannabl, and us clar & asy-to-undrstand lanua SmartMus Marktin, LLC. All rihts rsrvd.

65 Sals Pa TIP #4: Mak it clar WHO your srvics or products ar for (and prhaps who thy r NOT for). Who will bnfit from what you r offrin? S an xampl blow from my DIY wbsit dsin cours: This cours is for YOU if u you r an ntrprnur, small businss ownr, or indpndnt profssional who would lov to acquir th knowld & skills to build & dsin your own profssional-lookin wbsit, that s STRATEGICALLY dsind to attract and CONVERT mail list subscribrs, followrs, lads, and customrs/clints! u you want full control to updat and mak chans to your wbsit whnvr you nd to without havin to pay somon to do vry littl dtail. u you r an artist who wants to dsin & build your own wbsit to shar your talnt with th world, build a followin, and vn sll your work onlin. u you r an aspirin wb dsinr who wants to t an AMAZING foundation of knowld & skills to t you startd. u you r anyon with a bi plan for a businss, nonprofit vntur, book launch, or othr projct, and you want to DIY an amazin wbsit, infusd with your crativ nius! SmartMus Marktin, LLC. All rihts rsrvd.

66 Sals Pa TIP #5: Stratically intrat rbuttals. If you hav any common sals objctions, naturally addrss ths within your copy usin rbuttals. For xampl: Lt s prtnd you r sllin a juicr on your sals pa. Prhaps a common objction would b that juicrs ar too hard & tim-consumin to clan. A rbuttal you could thn intrat into your copy may b: Unlik othr juicrs, ours is supr asy to clan! Imas could prhaps accompany this statmnt, alon with a quick stp-bystp dmonstratin just how asy it is. [A vido can also b usd in plac of your sals pa copy. In this cas, th sam copy writin tips ar nrally transfrrabl to your vido script.] An FAQ sction is also a rat way to tackl common objctions SmartMus Marktin, LLC. All rihts rsrvd.

67 Sals Pa TIP #6: (If applicabl) Build curiosity. This particular tip is for you if you r sllin any kind of cours, trainin proram, sminar/wbinar, or information product. Evry prson is curious by natur. Thrfor, usin curiosity-buildin tchniqus in your copy writin is a vry powrful straty. On of th bst ways to build curiosity is usin what s known as tasr bullts. Tasr bullts ar short pics of copy that tll your radr about a spcific bnfit thy ll rciv as part of your product, proram, cours, tc., but that s writtn in a way that builds curiosity, intriu, and xcitmnt. Hr ar som xampls: u Larn th ONE thin that s holdin back 90% of sinls from mtin thir soul mat. u You ll t a bhind-th-scns look at my EXACT mornin routin that has mad m 10x mor productiv in my businss and my lif. u Gt our body-buildr approvd list of 25 hih-protin snacks that ar supr asy to tak on th o SmartMus Marktin, LLC. All rihts rsrvd.

68 Sals Pa TIP #7: Provid social proof. If you v ot social proof, absolutly includ it on this pa. If you don t, put it on your to-do list to t som. Actually, mak collctin valuabl social proof a continuous priority in your businss. Social proof may includ: u Spcific clints you v workd with that your tart customrs miht b imprssd by. u Spcific rsults you v achivd for your clints. u Customr or clint tstimonials (TIP: Actual nams + photos mak tstimonials vn mor ffctiv. As do vidos.). u Mdia outlts that you, your company, or your products or srvics wr faturd in. u Prss mntions of you, your company, or your products or srvics SmartMus Marktin, LLC. All rihts rsrvd.

69 Sals Pa TIP #8: Add any othr information that. u Do you hav any valu-addd bonuss that your customr will rciv? Popl want to fl as comfortabl as possibl in makin a purchasin dcision, spcially if it has a hih pric ta u Do you hav a uarant? u Do you hav a rturn, cancllation, or rfund policy? u (If applicabl) Tll thm xactly what will happn aftr thy v mad a purchas or takn your othr CTA. Your tart customr will likly fl mor comfortabl makin a purchas or contactin you, if thy know what to xpct. u How can you b contactd? SmartMus Marktin, LLC. All rihts rsrvd.

70 Sals Pa IMPORTANT: Plas b sur to rad throuh all of th tips in Chaptr 1, as wll, bfor you writ your Sals Pa SmartMus Marktin, LLC. All rihts rsrvd.

71 Chaptr 6 Rsourcs Pa Copy SmartMus Marktin, LLC. All rihts rsrvd.

72 Rsourcs Pa For som small businss ownrs, I rcommnd a Rsourcs Pa. A Rsourcs Pa is mad up of links to contnt you v writtn, rcordd on vido or audio, tc. that ar oranizd for asy rtrival by your tart customrs. Th purpos of this contnt is to provid visitors with th full amut of xactly what you r all about, what you stand for, what you do, how you do it, and/or what thy can larn and t from you to mak thir livs bttr, asir, tc. Thr s only so much you can say on your wbsit, and you want to arm your visitors with vrythin thy nd to mak a dcision to work with you or to purchas your srvics or products. In addition, a Rsourcs Pa will hlp to build your crdibility, stablish you as th xprt or ladr in your industry, and incras your SEO (sarch nin optimization). [If a Rsourcs Pa is appropriat for your businss, you may or may not b rady for on at this tim. If you r not, I rcommnd you plan for intratin this pa somtim in th futur.] Find out what contnt you should includ in your Rsourcs Pa on th nxt pa SmartMus Marktin, LLC. All rihts rsrvd.

73 RESOURCES PAGE Contnt to Includ in Your Rsourcs Pa: 1. Think if you had to writ an -book about what you do. Mayb you v alrady writtn such a thin. Think: What topics would iv your audinc a foundation of undrstandin that thy would lov to t? 2. Put yourslf in your Idal Customr Modl s mind/shos. What short list of contnt titls would your tart customrs lov to t thir hands on? 3. Com up with at last 3-5 topics to t your wbsit oin, alon with articls (or othr typs of contnt) for ach. 4. Prfrably oraniz this contnt usin what I call th Simplifid Choic Rul. This mans: Rathr than listin 12 diffrnt articls (for xampl), prhaps you could list 4 main topics and provid links to thr rlvant articls undrnath ach topic. Popl typically t ovrwhlmd with too many choics, spcially on th wb. Thrfor, whn prsntin ANY choics or information on your wbsit, it s a rat ida to abid by th Simplifid Choic Rul in ordr to rduc choic ovrwhlm amonst your visitors SmartMus Marktin, LLC. All rihts rsrvd.

74 RESOURCES PAGE 5. Also think: What kywords do want to rank for? Intrat ths naturally & stratically throuhout your rsourc contnt. 6. If you v bn bloin, tak a look at your catoris, of cours, to com up with topic idas. 7. Choos your BEST contnt. 8. Don t put any distractions on ths rsourc contnt pas. 9. Includ your mail opt-in form at th bottom of ach rsourc contnt pa. 10. Of cours, as your businss mpir rows, you ll find out mor and mor what your customrs or clints rally car about, as wll as xactly what information thy nd to t clar on bfor thy work with you. Thn you may prfct your Rsourcs Pa accordinly SmartMus Marktin, LLC. All rihts rsrvd.

75 Closin SmartMus Marktin, LLC. All rihts rsrvd.

76 It s Tim to Chck Your Copy! 1. Rad your copy out loud. (S TIP #17 on pa 26 of Chaptr 1.) 2. Proof rad ALL your copy for rammatical rrors, jaron, tc. 3. Hav somon ls (prfrably somon not ovrly familiar with your businss) rad your copy, to chck for clarity & ton. WEBSITE G U I D E P a SmartMus Marktin, LLC. All rihts rsrvd.

77 CONGRATS Conratulations on compltin th SmartMus Wbsit Copy Writin Guid. Rmmbr: You can snd m drafts of your copy for your wbsit s hompa and othr pas, as wll as your mail opt-in aras. This will allow m to t as far as possibl, as quickly as possibl with your dsin & dvlopmnt. Good luck! I know you can do this! J SmartMus Marktin, LLC. All rihts rsrvd.

78 Thank You! My bst wishs, to you, for an amazin businss and diital marktin journy - filld with crativity, productivity, fun, nthusiasm, & succss! Jacki Crino Ownr Diital Marktin Stratist, Dsinr, & Trainr SmartMus Marktin jacki@smartmusmarktin.com D I G I T A L B R A N D I N G & D E S I G N A S t p - b y - S t p G u i d t o E x c a v a t i n Y o u r Idal Brandin & Dsin f o r a S u c c s s f u l Diital Marktin Prsnc Connct with m on social mdia... Contact m SmartMus Marktin, LLC. All rihts rsrvd.