Copywriting ESP

Copywriting ESP
Presented at Commpose in July 2010
Twitter hashtag: #copywritingESP

About Me
Charlene Kingston
Instructional Designer
Information Strategist
Crow Information Design
Software user assistance
@CrowInfoDesign
Social Media DIY Workshop
@SocialMediaDIY
@Kinchie


Your Copywriting Problem
You want to write about
your client in a way that
their customers get it
Client doesn’t know how
to talk about their own
business


Tweet Bite
Copywriters have more
challenges than just
thinking up creative
writing ideas
@Commpose
#copywritingESP


Your Clients Don’t Say What You Need
Shy
Confused
Think the work speaks
for itself
Think other people
should speak about their
work
They don’t know what to
tell you


Most Business People Have The Wrong Focus
Insiders point of view
Tell you what they do to
create and deliver their
product/service
What goes into the making,
not what value it delivers to
their customers
Industrial revolution era
thinking


Tweet Bite
Division of labor causes
people to focus on what
they do instead of how
they help customers
@Commpose
#copywritingESP


Your Clients Use Meaningless Words
What does this really
mean to a customer?
Best in class
Industry leader
Expert
Thought leader
Make them tell you
the features of their
product/service


Ignite Phoenix Example
Served on Ignite Phoenix
core team for 2 years
Elevator pitch: Ignite
Phoenix is an information
exchange aimed at
fostering and inspiring
Phoenix’s creative
community.
WTF?!
It’s an evening event
where people give talks


Tweet Bite
Words to never use in the
Gobbledygook
Manifesto |
http://bit.ly/d9FVPW |
@dmscott
@Commpose
#copywritingESP


Strategy To Read Your Client’s Mind
List deliverables

Clump into solution sets

Identify the reasons

Convert into problems

Summarize problems solved

Step 1 Make A List of What They Deliver
Deliverable types:
Visible Deliverables
Invisible Deliverables
Ask them for the features of
each deliverable
These are the building blocks
for understanding their
products/services


Review The Delivery List
Observe the details
Many vs. few
Simple vs. complex
Visible vs. invisible
What does this tell you
about your client and
their customers?


Step 2 Clump Deliverables Into Solution Sets
Most businesses think
about products/services in
categories
Entrees
Side dishes
Drinks
Customers buy combo
meals
Insiders point of view keeps
them from understanding
how they help customers


Step 3 Analyze Each Solution Set
List the reasons why a
customer would use each
solution set
Ask the question: Why
does your customer need
this product/service?
End up with a master list
of reasons why customers
use the products/services
Ask sales people,
customer service


Step 4 Convert Reasons Into Solved Problems
Use the reasons to reverse
engineer the customer’s
problems.
Ask the question: How
does this product/service
help your customer?
Create a list of customer
problems that the
product/service solves
Now you see the company
from the customer’s
perspective

Let’s Try Some Examples
Solution Sets Reasons (why?) Problems Solved (how?)
1 Press release Notify the media about a Notify new potential
company announcement customers about the
company and its products
2 Logo/ID kit Create a professional image Encourage potential
customers to buy from the
company
3 Resume Tell people about my work Get a better job
history
4 Massage Work out the tensions from a Improve overall health and
stressful job/life wellbeing
5 Monthly Increase the accuracy of your Owe less taxes
Bookkeeping business records
Service


Step 5 Summarize How They Solve Problems
Summarize what the
client does based on
the customer problems
they solve
Write about how your
client solves problems
Client thinks you work
magic because you
bring clarity


Tweet Bite
You help your client most
when you write about
how they solve
problems
@Commpose
#copywritingESP


Supplemental Materials
Tonight’s materials:
Handout with main points,
lists of questions
Post the slides
I’d appreciate if you
would refer small
business people to Social
Media DIY Workshop
Free content
Premium content
Membership site


Copywriting ESP

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