How to Write Great Copy final - Amazon S3to+Write+Great+Copy.… · Income Acceleration Group...

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Income Acceleration Group Coaching Program. Copyright © 2013 Expert Elevation. All Rights Reserved. ExpertElevation.com 1 How to Write Great Copy What is “Copy”? “Copy”, simply put, is words that you use to precisely compose your business’s message. Copy is found on your website, Facebook page, twitter posts, brochures, advertisements, blog posts and in any other media that you use to promote your products and services. When it comes to Copy, there has never been a better time to be an entrepreneur. The ability to display your message via digital media inexpensively, if not free, allows you to get your message out to your ideal client firsthand, when you want and how you want. This ability provides a great opportunity, but can also be your downfall IF you don’t know how to write great Copy. This guide will give you tips and templates to help you compose your message for the world to see. How does Copy attract ideal clients? Your Copy will often be the first impression an ideal client has of you and your business. Whether your website pops up in a Google search, or someone sees your Facebook ad in their Facebook news feed, the words you have written may be their first experience with your content. If that particular person is a potential customer (i.e., looking for a product or service that you offer), it is important that your Copy is attractive, clear, concise and to the point so that it attracts that person’s attention. Unlike a retail store, you don’t always have the benefit of being able to attract the potential customer by talking them into a purchase. Your Copy must be attractive and informative enough to do that for you – to pique their interest and to draw them further into your website or social media streams. You want them to ‘like’ you and to trust you as a source of great information. Why does Copy matter? Your ultimate goal for writing great Copy is to intrigue your ideal clients enough to get them to take action. You want to draw them into your website, and you want your ideal client to ultimately pull out their credit card and purchase your products and services.

Transcript of How to Write Great Copy final - Amazon S3to+Write+Great+Copy.… · Income Acceleration Group...

 

Income Acceleration Group Coaching Program. Copyright © 2013 Expert Elevation. All Rights Reserved. ExpertElevation.com  

1  

How  to  Write  Great  Copy    

What  is  “Copy”?    “Copy”,  simply  put,  is  words  that  you  use  to  precisely  compose  your  business’s  message.  Copy  is  found  on  your  website,  Facebook  page,  twitter  posts,  brochures,  advertisements,  blog  posts  and  in  any  other  media  that  you  use  to  promote  your  products  and  services.    When  it  comes  to  Copy,  there  has  never  been  a  better  time  to  be  an  entrepreneur.    The  ability  to  display  your  message  via  digital  media  inexpensively,  if  not  free,  allows  you  to  get  your  message  out  to  your  ideal  client  first-­‐hand,  when  you  want  and  how  you  want.    This  ability  provides  a  great  opportunity,  but  can  also  be  your  downfall  IF  you  don’t  know  how  to  write  great  Copy.  This  guide  will  give  you  tips  and  templates  to  help  you  compose  your  message  for  the  world  to  see.      How  does  Copy  attract  ideal  clients?    Your  Copy  will  often  be  the  first  impression  an  ideal  client  has  of  you  and  your  business.  Whether  your  website  pops  up  in  a  Google  search,  or  someone  sees  your  Facebook  ad  in  their  Facebook  news  feed,  the  words  you  have  written  may  be  their  first  experience  with  your  content.  If  that  particular  person  is  a  potential  customer  (i.e.,  looking  for  a  product  or  service  that  you  offer),  it  is  important  that  your  Copy  is  attractive,  clear,  concise  and  to  the  point  so  that  it  attracts  that  person’s  attention.    Unlike  a  retail  store,  you  don’t  always  have  the  benefit  of  being  able  to  attract  the  potential  customer  by  talking  them  into  a  purchase.  Your  Copy  must  be  attractive  and  informative  enough  to  do  that  for  you  –  to  pique  their  interest  and  to  draw  them  further  into  your  website  or  social  media  streams.    You  want  them  to  ‘like’  you  and  to  trust  you  as  a  source  of  great  information.      Why  does  Copy  matter?    Your  ultimate  goal  for  writing  great  Copy  is  to  intrigue  your  ideal  clients  enough  to  get  them  to  take  action.    You  want  to  draw  them  into  your  website,  and  you  want  your  ideal  client  to  ultimately  pull  out  their  credit  card  and  purchase  your  products  and  services.                      

 

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2    These  following  examples  attract  attention  by  being  clear,  concise  and  by  appealing  to  the  needs  of  the  ideal  client    

Earn  More,  Work  Less.    FREE  Income  Acceleration  Blueprint    

Create  the  Kind  of  Business  You’ve  Always  Dreamed  of    

Build  and  Launch  Your  Info  Product  in  90  Days  or  Less    

Work  with  Me.  Reinvent  Yourself.  Dare  to  Be  Bold.  Live  Authentically.    Each  statement  should  either  trigger  an  emotional  response  within  the  ideal  client  or  should  hint  at  a  solution  to  one  of  their  problems  (e.g.,  ‘Build  and  Launch  Your  Info  Product  in  90  Days  or  Less’  may  appeal  to  someone  who  needs  to  create  a  product  quickly  but  doesn’t  have  the  resources  to  do  so).      Write  your  Own  Copy    It  is  possible  to  hire  someone  to  write  your  Copy,  however  there  are  many  advantages  to  writing  your  own:    1. It  is  cheaper,  plain  and  simple.  You  will  save  money  if  you  create  your  own  Copy.    It  can  be  an  expensive  

skill  to  purchase,  especially  if  you  have  people  with  a  lot  of  experience  and  a  proven  track  record.  2. Your  Copy  will  come  from  your  heart  –  Your  words,  phrases  and  stories  will  be  a  true  reflection  of  what  

you  want  to  share  with  the  world.  Your  Copy  will  not  only  reflect  your  products  and  services  but  will  also  reflect  the  passion  you  have  for  sharing  them  with  others.  

3. You  will  find  the  words  creeping  into  your  conversations  and  other  communications  with  your  clients  (e.g.,  emails,  etc.)    Even  if  you  don’t  consider  yourself  a  strong  salesperson,  your  conversations  will  become  more  persuasive  and  you  will  sound  like  the  expert  you  are.  

 This  guide  will  teach  you  two  copywriting  formulas  that  will  train  you  to  write  Copy  to  attract  customers  about  to  make  a  purchasing  decision,  encouraging  them  to  purchase  your  products  and  services.    

                     

 

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3  Two  Universal  Copywriting  Formulas      There  are  two  formulas  you  can  use  to  write  your  Copy.  The  first  is  a  basic  template  and  the  second  goes  into  more  detail.  Which  formula  you  use  depends  on  how  much  time/space  you  have,  whom  you  are  addressing  and  what  message  you  want  to  portray.      Formula  1:  The  Basic  Template    The  Basic  Template  is  a  three-­‐step  process,  which  can  be  found  somewhat  universally.    Watch  your  favorite  movie,  TV  show  or  any  advertisement  –  you  will  notice  a  trend.    Step  1:  State  the  problem  Step  2:  Agitate  the  problem  -­‐  explain  the  details  of  the  problem  and  how  horrible  it  is.    Step  3:  Solve  the  problem.    Here  is  an  example:      Example  Topic:  Weight  loss  

 Problem  

 Being  overweight    

   Agitate  

 Clothes  don’t  fit,  feel  ostracized,  uncomfortable,  health  issues  related  to  weight  gain,  having  mobility  issues,  frustrated  with  diets  that  don’t  work  

 Solve  

 You  can  lose  weight  now  because  you’ve  never  tried  this  product  before.  This  easy  3-­‐step  system  will  help  you  loose  10  pounds  in  3  weeks  and  keep  the  weight  off.  

                     

 

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4      Use  this  template  to  describe  an  example  you  would  find  in  your  business.        Topic:  

 Problem  

       

 Agitate  

 

 Solve  

 

   Topic:  

 Problem  

       

 Agitate  

 

 Solve  

 

           

 

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5  Formula  2:  The  Detailed  Template    The  basic  three-­‐step  formula  is  an  effective  and  valuable  tool;  however,  in  some  situations  you  may  want  a  more  detailed  approach.    If,  for  example,  you  make  a  new  acquaintance  at  a  networking  event  and  have  an  opportunity  to  spend  some  time  chatting  with  each  other,  this  is  a  perfect  time  to  include  more  detail.      The  detailed  template  is  comprised  of  7  Questions  to  which  you  must  be  able  to  quickly  answer.    The  answers  to  these  7  questions  constitute  your  entire  marketing  message.    Question  1:  “What  do  you  do?”  (Introduction)  –  Simply  answer  what  you  do  in  your  business  and  how  you  and  your  products  can  solve  a  problem.      Question  2:  “Why  should  I  listen  to  you?”  (Credibility)    -­‐  This  question  may  be  asked  in  different  words,  but  basically  they  want  to  know  what  makes  you  different  from  anyone  else,  and  why  they  should  trust  you  and  your  products  and  services.    Question  3:  “What’s  in  it  for  me?”  (Benefits)  –  What  benefit  will  your  solution  have  to  their  problem?        Question  4:  “Does  it  work?”  (Proof)  –  They  want  to  know  it  has  worked  for  other  people  and  that  it  can  potentially  work  for  them.  Everyone  likes  to  hear  success  stories,  so  have  some  detailed  examples  prepared.    Question  5:  “How  does  it  work?”  (Your  Product/Service)  –  At  this  point  they  may  start  asking  more  detailed  questions  about  your  product  or  service  (format,  delivery,  availability,  etc.)    Question  6:  “What’s  my  risk?”  (Your  Guarantee)  –  Throughout  the  conversation  they  may  be  thinking  what  the  potential  risk  is  associated  with  the  cost,  etc.  You  can  calm  their  fears  by  explaining  your  money-­‐back  guarantee  or  your  free  trial  period.    Question  7:  “How  do  I  get  it?”  (Your  Call-­‐to-­‐Action)  –  Be  prepared  to  make  a  sale,  or  at  least  tell  them  where  they  can  purchase  your  product  or  service.  Perhaps  you  have  your  product  in  your  briefcase  or  maybe  they  have  to  go  to  your  website.  Have  your  business  card  handy  and  let  them  know  how  to  follow-­‐up,  or  even  better,  ask  them  how  you  can  follow-­‐up  with  them.    You  can  address  the  answer  to  these  questions  in  many  kinds  of  marketing  materials,  and  doing  so  will  help  the  potential  customer  come  to  a  purchasing  decision  quicker  than  if  you  don’t  have  the  details  prepared.                    

 

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6  Below  is  a  template  you  can  use  formulate  answers  to  the  seven  questions.    

1.  Introduction:        “What  do  you  do?”  

 

 2.  Credibility:          “Why  should  I  listen    to  you?”  

 

3.  Benefits:        “What’s  in  it  for  me?”  

 

4.  Proof:        “Does  it  work?”  

 

5.  Program:        “How  does  it  work?”  

 

6.  Guarantee:      “What’s  my  risk?”  

 

     7.  Call  to  Action:            “How  do  I  get  it?”