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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