Catalyze Your Copy: Strategies To Write Powerful Copy for Clarity, Concise Messaging and Optimal Client Conversions
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Many entrepreneurs who have a passion, gift or natural talent often don’t know how to communicate the value they offer through their business solutions. As a result, their marketing is lackluster, potential clients overlook them (if they can even find them) and they aren’t generating the revenues they deserve. Expressing the power of who you are and the transformation that people experience as a result of your work is vital to being visible to the people who are looking for the solution you offer. Writing is how you talk about the change that people experience through your work. Your authentic voice is the essential key to building your business. Think of it like this – through good copywriting, you are creating a bridge for your potential clients to understand the value of your work so you can change the world through them with your solutions. Here’s how you know that you need to learn copywriting to enhance your marketing efforts: • You don’t feel clear when you talk about what you do. • Other people don’t know how to describe what you do. • You feel hesitant to write about your offers. • You find it difficult to put together products or promotions. • You procrastinate on marketing your business. Good copy is your key to attracting clients and, as a result, creating positive change in the world. http://www.CatalyzeYourCopy.com
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Catalyze Your Copy: Strategies To Write Powerful Copy for Clarity, Concise Messaging and Optimal Client Conversions
- 1. By Lynn Scheurell, Copywriter and Business Catalyst www.CatalyzeYourCopy.com
- 2. The power of copywriting in action Social selling concepts The most important decision for positioning What you actually DO for your clients The sweet spot of copywriting What compels people to invest on the spot 9 „sales‟ your copy must make The secret that gets your copy read 12 positioning tools Copywriting red flags you can easily avoid And more… www.CatalyzeYourCopy.com
- 3. 3 C‟s: Copywriter, Catalyst and Conscious Business since 1998 PLUS My first cell phone I have been to Platform 9 ¾! www.CatalyzeYourCopy.com
- 4. Which One Moves You? “Blind Man Without A Pension” “Spring Is Coming – But I Won‟t See It” www.CatalyzeYourCopy.com
- 5. Copywriting is the number one skill you need in business! Website Ebooks / books Direct mail (post cards, sales letters) Business card Social media Articles / blogs Paid advertising (PPC, etc.) SEO campaigns / keywords JV / Affiliate offers PR / Media Radio / TV / Video scripts Print advertising Text messages QR codes Signage (billboards, public signage) Trade shows Brochures / fliers Special reports / white papers Infographics Optin incentives Webinars Podcasts Products Upsells Email promotions Phone sales Testimonials / success stories www.CatalyzeYourCopy.com
- 6. Social media monitoring new lead gen Social networks new Rolodex Social engagement new cold calling Sharing and caring new cultivation / nurturing process Community management new reference selling Mindshare development new competitive edge Advocates engagement new megaphone And it ALL takes good content / copywriting… ;+) www.CatalyzeYourCopy.com
- 7. Your “Who” ◦ Solution You Offer ◦ Language You Use You MUST write to a specific person. “The riches are in the niches.” Your audio logo can help clarify: I help (who / what) to (do / create / change / achieve what) so they can (have / enjoy / experience what result). www.CatalyzeYourCopy.com
- 8. You create change in your clients‟ lives: ◦ Shorten the journey by helping with constraints ◦ Eliminate busywork ◦ Leverage their resources Your copy becomes the bridge between new knowledge and taking applied action with your solution! www.CatalyzeYourCopy.com
- 9. Where your product goal meets your reader‟s need. Tell a story that has impact, actionable frameworks and a compelling call to action. Copywriting is a sequenced communications plan to build your brand, your tribe and your revenues. www.CatalyzeYourCopy.com
- 10. Narrow your message: ◦ Meet needs ◦ Anticipate goals ◦ Share the vision Teach people (not ideas or probabilities) The smarter the message, the smarter the prospect www.CatalyzeYourCopy.com
- 11. People will buy the best crap they can find – you owe it to them to get seen! The ONLY thing that compels people to act… you MUST make the ask!!! Make their investment smaller than not investing with / through you Optimize the reader‟s thought sequence www.CatalyzeYourCopy.com
- 12. 1. Attention 2. Readership 3. Benefit 4. Credibility 5. Uniqueness www.CatalyzeYourCopy.com 6. Value 7. Safety 8. Convenience 9. Now
- 13. Your headline grabs your reader‟s attention. Great headlines offer a compelling benefit to the reader in exchange for their attention in reading your sales message. Getting readers to read the first paragraph is just half the battle; if you fail to meet their expectations, they‟ll leave even if your content is great. Second „secret‟ = adding value! www.CatalyzeYourCopy.com
- 14. 1. Is your headline offering a reward for the reader to spend time / energy reading your sales copy? 2. Are there additional specifics that would make your headline stronger / more enticing / more credible? 3. Does your headline evoke a strong emotive response for the reader that they can take action on? 4. Does your headline get the reader to nod their head in agreement? www.CatalyzeYourCopy.com
- 15. 1. Perspective 2. Philosophy 3. Personal Path 4. Position (role, title) 5. Popularity 6. Partnerships 7. Progress 8. Praise 9. Press / Performances 10. Paying clients 11. Promotions ( endorsements) 12. Product ~ Brendan Burchard www.CatalyzeYourCopy.com
- 16. Overusing “I” (especially on the home page) Not optimizing the reader‟s thought sequence Referencing features, not benefits Bad headlines Boring content Irrelevant, „fluffy‟ content Not meeting the mental conversation happening Not having a call to action Now you know how to avoid all of these!!! www.CatalyzeYourCopy.com
- 17. You don‟t feel clear when you talk about what you do. Other people don‟t know how to describe what you do. You feel hesitant to write about your offers. You find it difficult to put together products or promotions. You procrastinate on marketing your business. Good copy is your key to attracting clients and, as a result, creating positive change in the world. www.CatalyzeYourCopy.com
- 18. Learn How To Find And Write Your Authentic Voice For Clear Communications, Concise Messaging And Optimal Client Conversions An 8-Part Webinar Series That Teaches Simple Copywriting Strategies, Techniques and Thought Sequences For Powerful, Compelling And Magnetic Marketing www.CatalyzeYourCopy.com www.CatalyzeYourCopy.com
- 19. Know it‟s time to take their business to the next level Aren‟t necessarily good writers but are ready to apply the teachings Have at least a business direction (even if no products or programs are defined yet) so that there is a way to focus for maximum value Choose to create a compelling connection with their market www.CatalyzeYourCopy.com
- 20. Your audio logo Networking introduction Using word bridges Benefits vs. features A note on determining your best niche Articulating your three key benefits www.CatalyzeYourCopy.com The 7 components of your marketing message 12 characteristics of effective and memorable marketing messages Key differentiators Persuasion writing technique
- 21. The 7 motivating soul needs The 5 stages of enrollment The top words / phrases to use in your copy How to write compelling headlines www.CatalyzeYourCopy.com The 4 voices of consumers and their buying motivations How to write in each style How to active the unconscious for buying decisions Pleasure or pain? Attention formulas
- 22. “This isn‟t just a copywriting course – it‟s a personal development course too because I have to know my value before I can write about it!” ~ Maria Benning, Austin, TX “I had no idea what I didn‟t know about marketing… in just the first three lessons, I generated my first $997 payment EVER in my business! It‟s copywriting and sooo much more…” ~ Jyoti SaeUn, Oakland, CA www.CatalyzeYourCopy.com
- 23. Constructing clear calls to action Website conversion keys through optimized thought sequence Creating an irresistible offer Keywords SEO www.CatalyzeYourCopy.com Bio / backstory Blog entries and articles Social media formulas Testimonials Success stories Video marketing Press releases
- 24. Drafting the main pages of your website Mistakes to avoid in copywriting Optin incentive Thank you pages Autoresponders www.CatalyzeYourCopy.com Places to distribute and circulate your content Platform-building strategies Spinning and repurposing content Content marketing strategy
- 25. This is a virtual course, offered by pre-recorded webinars, accompanied by Learning Guides, bonus materials and document templates over the course of eight lessons. You will learn marketing basics as well – after all, you can‟t write copy if you don‟t know how to market! This course is very practical – you must be able to DO it on your own (or know what you‟re hiring for)! You determine your actual pace of writing in this course and are not required to write anything if you don‟t choose to do so. www.CatalyzeYourCopy.com
- 26. If you don‟t know how to write marketing copy, you‟re either leaving money on the table with potential clients OR you‟re spending too much in outsourcing it (and, in that case, it may not be reflecting your true voice either) I‟ve been teaching entrepreneurs how to do business better since 1998. Copywriting is a core skill that must have context in order to grab onto it more effectively – and that‟s why this course doesn‟t teach only copywriting. www.CatalyzeYourCopy.com
- 27. “The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” ~ Leo Burnett Discover how YOU can write copy starting now: www.CatalyzeYourCopy.com www.CatalyzeYourCopy.com
Notes de l'éditeur
- The story, which has become part of advertising folklore, was based on an actual incident in the life of French poet Jacques Prevert. Prévert saw a beggar who had a sign that said "Blind Man Without a Pension."Prévert asked him how it was going. The beggar replied …"Oh, very badly. People pass by and drop nothing in my hat, the swine."Prévert took the sign from him and altered it. A few days later, he went up to the beggar and again asked him how things were going.The beggar said, "Fantastic! My hat fills up three times a day."Prévert had written the following on the beggar's sign:"Spring is coming, but I won't see it." Stories allow you to "show, not tell." Stories give you the power to tap into your reader's imagination and trigger deeper emotions. And once you've tapped those emotions, your readers are more likely to take the action you want them to — such as giving you their contact information or buying your product.
- Expressing the power of your solution and the transformation that you deliver as a result of your work is vital to being seen with your potential ideal clients. Your content marketing – from website to flyers, optin incentives to ads, articles and more – is the bridge for your potential clients to ‘get’ what you do and how you can help them. In other words, good copy is the key to changing the world as people understand the value of what you do and are compelled to take action with you. Copywriting is the number one skill you need to have for your business. As a result, it’s also the most expensive to hire out.
- How do you know you’re doing it well? Their head nods when they read or listen, they jump into conversation to add more (social media), they buy what you’re selling.
- Have to apply systems thinking – this is strategic communications to grow your business! One strategy I particularly like is to activate the law of reciprocity.
- Smart prospects don’t value money the same way – money is not as valuable with a smarter prospect as they get the trade they’re making is an investment not an expense.Good copy helps people self-select out. Consumers are savvy – they want what they don’t have and can’t get on their own somewhere else.
- Assumptive success – you are a point of certainty in a sea of chaos for your ideal clients!
- Attention: you have to get their attention. This happens with a strong headline. Readership: you have to get them interested enough to actually read your marketing copy. This is done with sub-headlines, giving them the benefit up-front, showing them ‘the candy’. Benefit: you have to give them the benefit(s) of your solution for them. This happens by going beyond the features to why it should matter to them and how it is relevant as a problem-solving product. Credibility: you have to let them know why you know what you’re talking about by building trust, referencing testimonials and success stories, and being ‘real’. Uniqueness: you have to show them that this is something they don’t already have and can’t get somewhere else. Value: you have to demonstrate that your solution gives them a greater value than the cash they give you for it. Safety: you have to let them know that their information is safe with you, that they can find you again after the purchase, that confidentiality is preserved. Use guarantees, privacy statements, and be sure your contact info is clearly visible. Convenience: you have to make it easy for them to understand and easy for them to purchase. This happens through clear communication on what to expect and what to do next. Now: you have to let them know why they should have a sense of urgency about purchasing your product. This happens by connecting with them emotionally and creating a strong call to action.