Learn How To Write Copy

Transcription

1 This is Bonus Video 5.1 in the course: Learn How To Write Copy How To Write ers, Long Copy, Direct Mail Letters, Brochures

2 Let s recap: the story so far

3 Module 1: The 7 steps to writing copy

4 1 Headline 2 3 Sub-headline 4 Features & Benefits Features & Benefits Features & Benefits Features & Benefits Features & Benefits Features & Benefits 5 6 7

5 Module 2: Headline Formulas 1. How To 2. Here s How.. 3. Learn How 4. Ask A Question 5. The Lists 6. Numbers 7. Attention (target market)

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8 Module 3: The Creative Brief:

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11 Media Considerations:

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13 How to find a USP: 1. Launch Statements 2. USP Template Choose either or use both to help you come up with a unique selling proposition/point of difference

14 Module 4: How to write web copy:

15 Module 5: How To Write Body Copy ers Blogs Sales Letters Brochures Web copy ebooks

16 How To Write Direct Mail Letters in 13 minutes!

17 How To Come Up With Features and Benefits Turn to Penguins At Phillip Island brochure Let s look at the features and benefits

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19 Deconstructing the brochure

20 1. Make Money 2. Prevent Losing Money 3. Save Time 4. Avoid Effort 5. Attract The Opposite Sex 6. Escape Physical Pain 7. Prevent Stress 8. Gain Praise Or Recognition 9. Protect The Family 10.To Have Peace of Mind 11.Be More Comfortable 12.Be Clean 13.Improve Health The Top 13 Reasons Why People Buy:

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22 Feature # 1: 1800 phone number Benefit # 1: It s a free call which means that (WMT): You don t waste your phone credit WMT You can spend it on other things like food, other tours etc

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24 Feature # 2: Free wine Benefit # 2: Which means that: You don t have to bring any alcohol WMT - save money, spend it on other fun stuff You can relax a bit, get to know others in a fun setting

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26 Feature # 3: Take a swim in the ocean Benefit # 3: Which means that: experience one of Australia s great beaches we take you there - no extra cost experience Australia s beaches under supervision - you can relax knowing you re being looked out for

27 Numerous other features: We pick you up and drop you off easy and convenient (avoid effort) Tours run everyday you ll never miss out (peace of mind)

28 $70 all included No extra to pay (save money) Free tea, coffee and bickies No need to pack a lunch or buy one (save money, avoid effort)

29 Raw material now created

30 Let that sit for a moment We will come back to these features and benefits later and use them as raw material for a sales letter

31 Linking Words

32 Link Words Most useful trick you can have Turns long lists of benefits into sizzling copy Compels people to keep reading Tells the story Keep the copy moving at a fast paceace

33 See Link Words (see handout 5.1) Objective: Identify linking words in your advertisements All copywriters use them Not by accident that you see so many of them Different types of link words: More Information, Explain, Make It Sound Easy, Entice Your Reader

34 See advertisements (see handout 5.2) Timberland: Our Shoes Outlast Timberland: Your Eyes Are Frozen Timberland: We Don t Line Our Boot.. Lil Lets: Like Most Things In Life Penguin Brochure hard copy

35 Spot the Link Words Read the ad carefully Underline/circle the Link Words If you think it s a link word, mark it they are not cut and dried.

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40 With Link Words underlined

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45 Link Words ou see their purpose? Let s use them to write a direct mail letter Look at the Penguin brochure again Look at the features and benefits

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47 Objective: Write a Direct Mail letter Use the features and benefits to write a direct mail letter Use at least 10 link words the more the better. Don t censor too much just write. First draft! Here are the instructions

48 Our Mission Write a direct mail letter (could be an er, blog etc.). Use at least 10 link words the more the better. Write as we speak conversational is best.

49 Sample - Full Letter (handout 5.3) See handout for full example of how the letter could be written Here s a snapshot

50 Sample - snapshot

51 Sample - snapshot

52 Summary of how to write a Direct Mail Letter Complete your research Know your features and benefits Use the which means that technique Ask Launch Statements Picture the person in your mind

53 Summary of how to write a Direct Mail Letter Hear how they d speak role play it, record it Write for one person Use link words Prioritise the information in order of importance Don t censor edit later

54 Now that you ve written it Let s make it better Best tip

55 Use You Not We Helps turn features into benefits Forces the writer to work out what s in it for the customer It s okay to start writing with We so long as you change it in your editing

56 Dear John, Company-focused copy We here at ABC Insurance Pty Ltd know how hard it is to make a living and bring up a family. We have been in business since 1909 and we have helped thousands of families make life a little easier by providing them with life insurance they can rely on. We care about you and your family and we will take care of all your needs.

57 Customer-focused copy Dear John, You know how tough it to make a living and bring up a family. When you need to rely on someone who you can trust, it s great to know your life insurance company has been here since 1909 and will be here for a lot longer. You can relax knowing that your needs are well looked after by the experts in insurance.

58 Break down long sentences Long sentence: The best thing about the newly released ipod nano is that you can connect it with your computer and see your results instantly, as well as add your latest workout to your personal log, and then set goals to help you run further, faster.

59 Shorter sentence helps with varying length: Shorter sentence use punctuation to break it up: The best thing about the newly released ipod nano is this: you can connect it with your computer to see your results instantly. (And you can now add your latest workout to your personal log. This helps you set goals so you can run further, faster.

60 Vary the length of your sentences If the sentences all have the same number of words, they won t have rhythm or impact. Copy becomes dull when all sentences are the same length. Example of using varying length sentences:

61 Example of varying lengths Annette. You re a liar. I know you don t want to hear that. But it s true. So am I. And man I hate to say that. But it s true too. We all lie. To ourselves. Now in our defence, we don t mean to. And not only do we not mean to we don t even know we are doing it. Because we are in a state of denial.

62 Use sentence fragments Revlon s Maxi Lipstick does it all. It s the one lipstick you really need. The only one.

63 When quoting numbers, always use an odd number 93% of farmers use Zitrus Fertiliser sounds more believable.

64 Be specific with numbers and details Vague or non-specific copy creates sub conscious doubt. Bad: She has been working in the corporate training field for a number of years and her client list is substantial.

65 Good: She has been working in the corporate training field for 15 years and her client list includes blue-chip companies such as BP, Cadburys and the National Bank.

66 Add a P.S PS: If you order online, insert the code 3456 and get 50% off your fitness gear! People generally read the PS first Make it new content, not a repeat of something mentioned

67 Tips on Writing Quickly

68 Know your word count Know your word count before you begin Cut and paste that word count from another document into your document

69 See how much you need you ll be surprised how little it is Helps avoid over-writing and wasting time

70 Edit rather than write Cut and paste copy from another website on your topic Use that as your raw material easier to edit and add than write from scratch

71 Plot it out Writing hard copy brochures: e.g. 4 pager Get a piece of paper the same size Fold it as the final piece will look Plot it out:

72 Plot it out Page 1: photos, logo Page 4: T & Cs, contact details, map etc.

73 Page 2 and 3: Use the FAQ as raw material: What, when, where, why, who, how, why this, why now, why you, how much etc. Forces you to get clear about how much copy you can fit in avoid overwriting

74 Use Opening Statements: (Handout 5.1) It s no secret that You ve probably noticed that The results are in It s not every day that Just a note to tell you about

75 Summary of how to write a Sales Letter Complete your research Know your features and benefits Use the which means that technique Ask Launch Statements Picture the person in your mind

76 Summary of how to write a Sales Letter Hear how they d speak Write for one person Use link words Prioritise the information Don t censor edit later

77 Good luck! I wish you all the very best in your copywriting career. Enjoy! We re not saving lives!