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This is Bonus Video 5.1 in the course: Learn How To Write Copy How To Write Emailers, Long Copy, Direct Mail Letters, Brochures

Transcript of Learn How To Write Copy - Amazon S3 How To Write Copy How To Write Emailers, ... • Turns long...

Page 1: Learn How To Write Copy - Amazon S3 How To Write Copy How To Write Emailers, ... • Turns long lists of benefits into sizzling copy • Compels people to keep reading ... Tips on

This is Bonus Video 5.1 in the course:

Learn How To Write Copy

How To Write Emailers, Long

Copy, Direct Mail Letters, Brochures

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Let’s recap: the story so far…

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Module 1: The 7 steps to writing copy

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Sub-headline

Headline 1

2

5

6

7

4

3

Features & Benefits Features & Benefits Features & Benefits Features & Benefits Features & Benefits Features & Benefits

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1. How To… 2. Here’s How.. 3. Learn How… 4. Ask A Question 5. The Lists 6. Numbers 7. Attention …………… (target market)

Module 2: Headline Formulas…

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Module 3: The Creative Brief:

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Media Considerations:

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1. Launch Statements

2. USP Template

• Choose either or use both to help you come up with a unique selling proposition/point of difference

How to find a USP:

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Module 4: How to write web copy:

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• Emailers

• Blogs

• Sales Letters

• Brochures

• Web copy

• eBooks

Module 5: How To Write Body Copy

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• …in 13 minutes!

How To Write Direct Mail Letters

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• Turn to ‘Penguins At Phillip’ Island brochure

• Let’s look at the features and benefits

How To Come Up With Features and Benefits

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Deconstructing the brochure…

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The Top 13 Reasons Why People Buy:

1. Make Money 2. Prevent Losing Money 3. Save Time 4. Avoid Effort 5. Attract The Opposite Sex 6. Escape Physical Pain 7. Prevent Stress 8. Gain Praise Or Recognition 9. Protect The Family 10.To Have Peace of Mind 11.Be More Comfortable 12.Be Clean 13.Improve Health

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• Feature # 1: 1800 phone number • Benefit # 1: It’s a free call which means that (WMT):

– You don’t waste your phone credit WMT – You can spend it on other things like food, other tours etc

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• Feature # 2: Free wine • Benefit # 2: Which means that:

– You don’t have to bring any alcohol WMT - save

money, spend it on other fun stuff – You can relax a bit, get to know others in a fun

setting

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• Feature # 3: Take a swim in the ocean

• Benefit # 3: Which means that: – experience one of Australia’s great beaches – we

take you there - no extra cost

– experience Australia’s beaches under supervision - you can relax knowing you’re being looked out for

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Numerous other features:

• We pick you up and drop you off – – easy and convenient (avoid effort)

• Tours run everyday –

– you’ll never miss out (peace of mind)

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• $70 all included – No extra to pay (save money)

• Free tea, coffee and bickies

– No need to pack a lunch or buy one (save money, avoid effort)

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Raw material now created…

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• We will come back to these features and benefits

later and use them as ‘raw material’ for a sales letter

Let that sit for a moment…

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Linking Words

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• Most useful trick you can have

• Turns long lists of benefits into sizzling copy

• Compels people to keep reading

• Tells the story

• Keep the copy moving at a fast paceace

Link Words

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• Objective: Identify linking words in your advertisements

• All copywriters use them

• Not by accident that you see so many of them

• Different types of link words: More Information, Explain,

Make It Sound Easy, Entice Your Reader

See Link Words (see handout 5.1)

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• Timberland: “Our Shoes Outlast…”

• Timberland: “Your Eyes Are Frozen…”

• Timberland: “We Don’t Line Our Boot..”

• Lil Lets: “Like Most Things In Life”

• Penguin Brochure – hard copy

See advertisements… (see handout 5.2)

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• Read the ad carefully

• Underline/circle the Link Words

• If you think it’s a link word, mark it – they are not ‘cut and dried’.

Spot the Link Words

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With Link Words underlined…

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• ou see their purpose?

• Let’s use them to write a direct mail letter

• Look at the Penguin brochure again

• Look at the features and benefits

Link Words

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• Use the features and benefits to write a direct mail letter

• Use at least 10 link words – the more the better.

• Don’t censor too much – just write. First draft!

• Here are the instructions…

Objective: Write a Direct Mail letter

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• Write a direct mail letter (could be an emailer, blog

etc.).

• Use at least 10 link words – the more the better.

• Write as we speak – conversational is best.

Our Mission

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Sample - Full Letter (handout 5.3)

See handout for full example of how the letter could be written Here’s a snapshot…

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Sample - snapshot

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Sample - snapshot

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• Complete your research

• Know your features and benefits

• Use the ‘which means that…’ technique

• Ask ‘Launch Statements’

• Picture the person in your mind

Summary of how to write a Direct Mail Letter

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Summary of how to write a Direct Mail Letter

• ‘Hear’ how they’d speak – role play it, record it

• Write for one person

• Use link words

• Prioritise the information in order of importance

• Don’t censor – edit later

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• Let’s make it better…

• Best tip…

Now that you’ve written it…

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• Helps turn features into benefits

• Forces the writer to work out ‘what’s in it for the customer’

• It’s okay to start writing with ‘We’ so long as you change it in your editing

Use ‘You’ Not ‘We’

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Dear John,

We here at ABC Insurance Pty Ltd know how hard it is to make a living and bring up a family.

We have been in business since 1909 and we have helped thousands of families make life a little easier by providing them with life insurance they can rely on.

We care about you and your family and we will take care of all your needs.

Company-focused copy

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Dear John, You know how tough it to make a living and bring up

a family. When you need to rely on someone who you can

trust, it’s great to know your life insurance company has been here since 1909 and will be here for a lot longer.

You can relax knowing that your needs are well looked after by the experts in insurance.

Customer-focused copy

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• Long sentence: – “The best thing about the newly released iPod

nano is that you can connect it with your computer and see your results instantly, as well as add your latest workout to your personal log, and then set goals to help you run further, faster.”

Break down long sentences

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• Shorter sentence – helps with varying length: • Shorter sentence – use punctuation to break it up:

“The best thing about the newly released iPod nano is this: you can connect it with your computer to see your results instantly. (And you can now add your latest workout to your personal log. This helps you set goals so you can run further, faster.”

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• If the sentences all have the same number of

words, they won’t have rhythm or impact.

• Copy becomes dull when all sentences are the same length.

• Example of using varying length sentences:

Vary the length of your sentences

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“Annette. You’re a liar.

I know you don’t want to hear that. But it’s true.

So am I. And man I hate to say that. But it’s true too. We all lie. To ourselves.

Now in our defence, we don’t mean to. And not only do we not mean to — we don’t even know we are doing it. Because we are in a state of denial.”

Example of varying lengths

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• “Revlon’s Maxi Lipstick does it all. It’s the one lipstick you really need. The only one.”

Use sentence fragments

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• “93% of farmers use Zitrus Fertiliser” sounds more

believable.

When quoting numbers, always use an odd number

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Vague or non-specific copy creates sub conscious doubt. Bad: She has been working in the corporate training field for a number of years and her client list is substantial.

Be specific with numbers and details

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Good: She has been working in the corporate training field

for 15 years and her client list includes blue-chip companies such as BP, Cadburys and the National Bank.

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• PS: If you order online, insert the code ‘3456’ and

get 50% off your fitness gear! • People generally read the PS first • Make it new content, not a repeat of something

mentioned

Add a P.S

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Tips on Writing Quickly

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Know your word count

• Know your word count before you begin

• Cut and paste that word count from another document into your document

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• See how much you need – you’ll be surprised how little it is

• Helps avoid over-writing and wasting time

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Edit rather than write

• Cut and paste copy from another website on your topic

• Use that as your raw material – easier to edit and add than write from scratch

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Plot it out…

• Writing hard copy brochures: e.g. 4 pager

• Get a piece of paper the same size

• Fold it as the final piece will look

• Plot it out:

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Plot it out…

• Page 1: photos, logo

• Page 4: T & Cs, contact details, map etc.

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Page 2 and 3:

• Use the FAQ as raw material:

– What, when, where, why, who, how, why this, why now, why you, how much etc.

• Forces you to get clear about how much copy you

can fit in – avoid overwriting

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Use Opening Statements: (Handout 5.1)

• It’s no secret that…

• You’ve probably noticed that…

• The results are in…

• It’s not every day that…

• Just a note to tell you about…

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• Complete your research

• Know your features and benefits

• Use the ‘which means that…’ technique

• Ask ‘Launch Statements’

• Picture the person in your mind

Summary of how to write a Sales Letter

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Summary of how to write a Sales Letter

• ‘Hear’ how they’d speak

• Write for one person

• Use link words

• Prioritise the information

• Don’t censor – edit later

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Good luck!

• I wish you all the very best in your copywriting

career.

• Enjoy! We’re not saving lives!