How to write creative copy that sells
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This slide deck provides specific strategies and tips for writing creative copy with a primary focus on crafting online content. Topics include: audience, voice, the lead, headlines, "scrollers", and calls-to-action. This recommends free online tools that can help you enhance your content and convert. This slide deck was originally used during a creative copywriting class at Syracuse CoWorks. Content is owned by Laura Riley (laura-riley.com).
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How to write creative copy that sells
- 1. How to write creative copy that sells Laura Riley Freelance Writer laura-riley.com
- 2. Introductions 1. Name 2. What do you write for (or want to write for)? 3. What is your main writing challenge? laura-riley.com
- 3. OVERVIEW • Audience • Voice • The lead • Headline • Scrollers • Call-to-action laura-riley.com
- 4. Why do you need engaging copy? laura-riley.com
- 5. AUDIENCE One of the biggest mistakes writers make is trying to appeal to everyone. laura-riley.com
- 6. AUDIENCE Target market o Who are they? o What do they need? Mistakes 1. You assume you know your audience 2. You don’t know their “pain” 3. You don’t provide a clear solution laura-riley.com
- 7. AUDIENCE Strategies 1. Create a reader profile for one person. 2. Create a mood board for your target audience. laura-riley.com
- 8. Reader Profile Topics Family status Morals laura-riley.com
- 10. Who is your audience? laura-riley.com
- 11. VOICE “The most effective fishermen vary their bait depending on the fish they aim to catch. They know that bass, for example, go after earthworms. Carp love corn. Crappie respond well to rubber lures. Fishermen also adjust their technique depending on the time of day, the water conditions, and the season. They soak up as much information as possible about the fish and its environment, ultimately using their learnings to attract and, hopefully, hook.” Eddie Schleyner Hubspot Marketing laura-riley.com
- 12. VOICE Your own voice. A different personality. laura-riley.com
- 13. VOICE o Use “I” or “We” o Address your readers directly o Break grammatical conventions o Leave out fancy words like “Whom” o Read your copy out loud Be Conversational laura-riley.com
- 16. VOICE Be Conversational “Technology is changing the way complex transactions are managed. Some advisors are keeping up. Others are trailing behind. While traditional advisors struggle to keep their feet under them, present-day advisors are closing deals faster than ever. As the gap widens, the traditional advisor grasps onto relationships. They clench their experience, believing it will keep them in the race. But it won’t.” Laura Riley laura-riley.com
- 18. THELEAD • What is it? o Website: Anything above the fold o Blog: The first line • What makes a good lead? o Draws you in o Hints at content o Tells a story o Is relatable o Includes humor laura-riley.com
- 19. • Breaks conventions • Short segments • Humor • Emphasizes the “pain” • Provides a clear solution • Draws you in • Hints at content • Is relatable • Call-to-action laura-riley.com
- 20. THELEAD Strategies o Study leads o Which articles do you read and why? o Try out several options o Get feedback laura-riley.com
- 22. HEADING[S] • Draws the reader in • Makes the first impression • Creates interest, or disinterest laura-riley.com
- 23. HEADING[S] Strategies • Try out several options • Get feedback • Use CoSchedule’s headline analyzer laura-riley.com
- 24. Word Balance intellectual – spiritual - empathetic Length Type Keywords & Sentiment Headline Analyzer laura-riley.com
- 25. HEADING[S] Existing Headline: Calculating Retail Prices (Emotional Marketing Value 0) New Headline: Calculating Retail Prices Can Be Hard Work (EMV 42) Why It’s Better: It validates something that the reader is already feeling, and offers a promised (and positive) solution. laura-riley.com
- 26. What is your engaging headline? laura-riley.com
- 27. SCROLLERS • Write short paragraphs • Include bold headings • Use subheadings laura-riley.com
- 29. How will you engage “scrollers”? laura-riley.com
- 30. ACTION Include an obvious and clear call-to-action laura-riley.com
- 31. laura-riley.com