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Similar a Copywriting for Entrepreneurs: Lesson 4
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Copywriting for Entrepreneurs: Lesson 4
- 2. Project Shop: How It Works Weekly LIVE Lessons ● Every Monday 30 mins-1 hour ● Replay Sent out Same Day Assignments ● Due Every Sunday Night by Midnight ● Use Assignment Sheet for Worksheets and Submission Link Q&A ● Email Support ● Bi-Weekly LIVE Q&A Finished Project ● Each Week Complete 1 step of Project ● Last Week Do Final Step, Turn in Project
- 3. Overview: Copywriting for Entrepreneurs Week: 1 Copywriting Basics Week 2: Copywriting Formulas Week 3: Copywriting Subject Lines & Headlines Week 4: Calls to Action & Final Sales Email
- 6. The Clarity Sweep Am I making my point? ● Is it clear who this message is for? ● Am I speaking to my ONE READER? ● Am I focused on ONE IDEA? ○ Is the idea clear? ○ Does it make sense? ● Do they know the next step to take?
- 7. Would more words clarify? Would fewer words clarify? Does it have one idea per sentence? .
- 8. Find Problems Fix it Sweep again
- 9. The Voice & Tone Sweep Voice: It’s always Happening Tone: Deliverable specific Read Line by Line Does it sound normal? Does it sound like you/your brand? Is the tone/mood consistent all the way through?
- 10. PREWORK ● What is my brand voice? ● What words describe my brand? ● What fictional character or real person is most similar to your brand voice? A quick note about BRAND VOICE
- 11. The Voice & Tone Sweep Voice: It’s always Happening Tone: Deliverable specific Read Line by Line Does it sound normal? Does it sound like you/your brand? Is the tone/mood consistent all the way through?
- 12. Find Problems Fix it Sweep from the top
- 13. Editing for Believability “So What” & “Prove it” Sweeps
- 14. The “So What” Sweep Why should I care? Does this matter to me at all? Read each line and say “So What” at the end. Are there areas that need an answer to that? Are there sentences that don’t offer any help with that?
- 15. Does it have a clear point? Does it have clear value?
- 16. Find Problems Fix it Sweep from the top
- 17. The “Prove it” Sweep Where’s your evidence? Do you have items that help prove your statements? Can you identify areas that would benefit from proof?
- 18. What is Proof in Copy? ● Social Proof ● Testimonial ● Logos from companies that use/trust you ● Screenshots of features/products ● Demo videos ● Data points ● Provely (Tanya from Czech just signed up)
- 19. The Specificity Sweep What exactly are you saying? Where can you be more specific? How can you engage their imaginations? Are you focusing on one topic? Are you connecting the dots for them?
- 20. You can never be too obvious!!
- 21. “Look at that color!” Vs. Look at that color, it’s HOT PINK!”
- 22. That means: You have more time in the morning!
- 23. The Heightened Emotion Sweep How does it feel? Do they feel good about what they could be getting? Do they know what their lives could look like? Are you connecting on an emotional level or a transactional one?
- 24. They’re not buying a product... They’re buying a better version of themselves.
- 25. They don’t care about HOW & WHY They care about WHAT’s in it it FOR THEM
- 27. Ask Yourself: ● Am I focused on my customer’s VALUE? ● Can I focus my message on what my customer is currently feeling? ● Am I using the right words to bring the emotions I want to create? ● Am I using testimonials to address specific concerns & hesitations?
- 28. Switch: US and OURS to YOU and YOURS
- 29. The Zero Risk Sweep Tell me it’s going to be ok Reduce the perceived risk for ONE READER What could keep them from moving forward? Am I addressing that concern?
- 30. ● PERFORMANCE: Will it work like you say? ● VALUE: Is it worth what I am going to pay? ● DESIGN: Will it cause harm or bring friction into my life? ● SOCIAL SUCCESS: Will the people that matter approve? ● JOY: Will I be satisfied or improved personally by it? The 5 Risks
- 31. ● Name Influential Users ● Testimonials specific to identified risks ● Quantities of Users ● Data points of user success ● Data points of users in X time frame ● Data points about social success ● Info about what happens next ● Guarantees Ways to Reduce Risk
- 33. Call to ACTION Tell them what to do
- 34. CTA Call to Action Tell them WHAT to do Tell the HOW to do it
- 36. Make it Action & Benefit Oriented Don’t Be boring! Usual: Click Here Download Submit Enter Request continue Better: Get My E-book Stay Connected Join the Fun Let’s Talk Give me More Watch Right NOW
- 37. Be CLEAR over Clever Let’s Kick It vs. Get Started NOW
- 38. Use Urgency (when appropriate) Get 50% off TODAY ONLY RSVP Now (only 8 spots left)
- 39. Your TASK Week 4 Due Sunday at Midnight ● Do the 7 Sweeps ● Finalize your copy ● Write Your CTA ● Turn in your FINAL EMAIL
- 40. Q & A