Post on 13-Apr-2017
How to write creative copy that sells
Laura RileyFreelance Writer
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Introductions1. Name2. What do you write for (or want to write
for)?3. What is your main writing challenge?
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OVER
VIEW
• Audience• Voice• The lead•Headline• Scrollers• Call-to-action
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Why do you need engaging copy?
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AUDI
ENCE
One of the biggest mistakes writers make is
trying to appeal to everyone.
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AUDI
ENCE Target market
o Who are they?o What do they need?
Mistakes1. You assume you know your audience2. You don’t know their “pain”3. You don’t provide a clear solution
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AUDI
ENCE Strategies
1. Create a reader profile for one person.
2. Create a mood board for your target audience.
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Reader Profile Topics
Age
Gender
Education
Family status
Key drivers
MoralsPersonality
Words
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byregina.com
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Who is your audience?
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VOIC
E“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 SchleynerHubspot Marketing
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VOIC
E Your own voice. A different personality.
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VOIC
E
o Use “I” or “We”o Address your readers directlyo Break grammatical conventionso Leave out fancy words like “Whom”o Read your copy out loud
Be Conversational
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VOIC
EBe Conversational
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VOIC
EBe 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
What is your voice?
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THE
LEAD
•What is it?o Website: Anything above the foldo Blog: The first line
• What makes a good lead?o Draws you ino Hints at contento Tells a storyo Is relatableo Includes humor
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• Breaks conventions
• Short segments
• Humor• Emphasizes
the “pain”• Provides a
clear solution
• Draws you in
• Hints at content
• Is relatable• Call-to-
actionlaura-riley.com
THE
LEAD
Strategieso Study leadso Which articles do you read and why?o Try out several optionso Get feedback
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How should you lead?
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HEAD
ING[
S]
•Draws the reader in•Makes the first impression• Creates interest, or disinterest
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HEAD
ING[
S]
Strategies• Try out several options• Get feedback• Use CoSchedule’s headline analyzer
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Word Balanceintellectual – spiritual - empathetic
Length
Type
Keywords & Sentiment
Headline Analyzer
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HEAD
ING[
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.
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What is your engaging headline?
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SCRO
LLER
S•Write short paragraphs• Include bold headings•Use subheadings
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SCRO
LLER
S laura-riley.com
How will you engage “scrollers”?
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ACTI
ON Include an obvious and clear call-to-action
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What is your call-to-action?
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QUESTIONS
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