3. What makes a good
headline?
•The goal of a headline is to make the
reader stop and pay attention.
•The best headlines either promise the
reader a benefit or imply one.
•They also need to convince the consumer
to read the rest of the copy.
4. Types of Headlines
1. The Direct Headline
2. The Indirect Headline
3. The News Headline
4. The How-to Headline
5. The Question Headline
6. The Command Headline
7. The Reason Why Headline
8. The Testimonial Headline
7. Why use a conversational
tone?
•It puts the reader at ease
•It sounds like conversations they’re having in
real life
•It’s clear
•It doesn’t sound like your seventh grade English
teacher
8. What makes copy
conversational?
You the “you” form
Use active verbs instead of passive verbs
Use contractions
Break grammatical rules:
•Use sentence fragments
•End sentences with prepositions
•Start sentences with conjunctions like “and” or “but”
9. Make your copy easy to read
•Use simple words
•Use short sentences
•Use short sections
•Use subheads
•Use bullets
10. Tailor your copy to your
audience
Conduct Twitter searches on keyword phrases.
Go to the Facebook pages of more established
soapmakers.
Listen to what people tell you about their
experiences with your soaps and other soaps.
11. Get specific
Share as much detail as you can to create
an aura of specialness and exclusivity
around your brand.
12. The power of testimonials
Real words written by real customers
Have third-party credibility
14. Writing brochure copy
•Relate to prospect’s needs
•Point out problems with current products
•Describe what product is and why reader
should be interested
•List product features and benefits
•List proof of benefits
•Include call to action
15. Writing website copy
Every website should have at least four basic pages:
1. Homepage
2. About Us
3. Products page
4. Contact page
Optional pages:
1. FAQs
2. Links to articles
3. Blog
