This document provides guidance on developing effective marketing messages and copywriting. It discusses the importance of understanding audiences through research before developing messages. It then outlines different types of message frameworks to use, including focusing on personal or signaling value, gain vs loss framing, and emotions to evoke. It also discusses headline types, hooks, and ways to attract attention and persuade audiences by appealing to both rational and primal thinking. The overall message is that copywriting is an important expertise for digital marketers to develop effective ads and they should use frameworks like those outlined to improve performance.
2. Before Starting on Message
You should have depth knowledge of your audiences with the support of
marketing research and psychology disciplines
Questions you should have the answer before copywriting:
- What is the problem/pain/fear/anxiety?
- Where is it? (Emotions, usage, outcome)?
- Why is it needed to go away?
- Where does she/he want to be taken
3. M o s t d i g i t a l
marketers overlook
c o p y w r i t i n g
because they don’t
have knowledge
about it, and it is
another expertise.
That is why most
digital ads perform
badly.
Problem
X
4. The Message
Message
Personal Value ( Personal Belief,
Private Self-Belief, Low Self-
Monitoring)
Behavioral Outcomes (Framed)
Utilitarian (Object Appraisal,
Knowledge, Utility) -CORRECT
ATTITUDE
Cognitice (1-Direct Sending, 2-
Belief change) (CR, Framed)
Direct Selling (Concern Selling
for cold audience)
Belief Change (Drama selling for
warm audeince=
Information Gap ( mystery for
hot audience, secret, discover,
how-to, amazing, etc)
Affective(PR, Primed)
Evaluative Conditioning
(Attitude Object)
Behavioral Conditioning
(Relevant Behavior)
Observational Conditioning
(Role Model)
Behaviroal
Self Perception (Labeling:
adventurer, Loyal, Compotent,
Cool, Intelliget, etc)
Normative (proof. by authority,
social spread, proof that it is a
norm) ( bu normlara uymadıkları
zaman zarar görürler,
istemedikleri yönde giderler)
Self Perception
Hope (Primed)
Envy
Desired Outcome
Controling Things
Tranquality
Signaling Value (Collective
Belief, Collective Self-Belief,
High Self-Monitoring)
Value-Expressing (Life Style,
Prestige, Peer Pressure)
Alturistic
Bad (avoid)
Good (Loyal, Moral, Conformity)
-Charitable Contributions, etc
Selfish (Self-Concept, Central
Value)
Bad (avoid)
Good (self identity)
Social Adjustment (Domimance,
Socially Desireable)
Selfish (Bragging about or
Authority image) (You are
unique, Smart, Succesful, You
have money
Alturistic
Good (complying with social
norms)
Bad (not complying with social
norms)
5. Personal Value
If your product/service is u"litarian
for the lives of audiences, you need
to use one of the strategies of
Personal Value.
You need to communicate with your audience directly how your product/service is going to help them have a be>er life. Either your product/
service will change their life or the outcome of your product / service will change their life. You can claim that;
•Real Result Claiming: What will change in the life of your audience
•Hope Claiming: Where will your audience be
6. Signaling Value
If your product/service is for
self-esteem, acceptance in
society, or iden"fica"on, you
need to use signaling value
strategies for communicaBon
with your customers.
7. Message Valence
Gain (Go) Loss (Don’t Go)
Promotion If you go there, you’ll have
more positive
If you don’t go there, you
won’t get positives
Prevention If you go there, you’ll have
less negative
If you don’t go there, you’ll
more negatives
Gain Loss
Promotion (Go) If you go there, you’ll have
more positive
If you go there, you’ll have
more negatives
Prevention (Don’t Go) If you don’t go there, you
won’t have positive
If you don’t go there, you
won’t have negatives
8. Loss-Framed messages are typically effective when they raise
consciousness on the risks or losses associated with a lack of
action. For example, you may kill people by texting and driving, or you
may be financially ruined if your house is destroyed by a fire and you
have no insurance.
Accentuate feeling in promotion, use facts and reasons in prevention
Focus on pleasure for promotion versus pain for prevention
High Involvement: Loss Frame ≥ Gain Framing (Long Headline)
Low Involvement: Gain Framing ≥ Loss Framing (Short Headline)
Message Framing
GAIN
LOSS
9. Emotion and Design for Promotion Focus:
Some emotions to evoke in promotion regulatory creative are:
• OpBmism
• Praise
• Nurturance
• Love
• AdmiraBon
• Happiness
• Joy
• Excitement
Framing
10. Emotion and Design for Prevention Focus:
Emotions to evoke in Promotion regulatory creative include
Security
Conversation
Safety
Calmness
Familiarity
Tradition
Stability
Pessimism
Caution
Relief
Framing
11. Persuasive Messages
Persuasive messages do not work unless they first influence the primal brain
(system 1). When a message is friendly to the primal brain, it will quickly radiate
to the upper section of the brain where the information will be elaborated using
critical thinking and logic.
Successful persuasive messages capture the primal brain first and convince the
rational brain second.
- To capture the primal brain use the peripheral route of processing
- To convince the primal brain to use the central route of processing
12. Attract Attention: The brain will only afford your message a very brief “window” of time to gain its notice. Exceed the
limit, and your material is either overlooked or erased. Therefore, it’s imperative that messaging be extremely well
crafted to grab the attention of the subconscious. The devices you can use to do that include:
- Employing “action” words. The brain will afford this greater significance than milder/passive language.
- Please with puzzles. Quick, simple-to-solve puzzles attract the brain.
- Visually-based puzzles are preferable to semantic-based.
- Pose questions. This self-involving, community-themed approach can work well for primarily female audiences.
- Call for quick replies with male audiences. Direct “appeals to action” trigger the subconscious to respond.
Attention Grabbing
13. CRP & PRP
- Peripheral route of processing (PRP): Heuristics, biases, social influence, evidence
- Central route of processing (CRP): Storytelling, two-sided argument, sequenced arguments
14. Headline Closing
Headline Closing Types:
- You will certainly arrive
- The different results
- The crossroads
- The decision time
- The handholding
15. Hook Types
- Straight -Forward ( Aspirational/ Transformation): For whom (social validation), What ,
why( rewards), how (investment)
- Name/ Get / Obey
- Story with 'without' (Got milk?): What would happen without the product
- Huge claims: 30 minutes or less or it is free
- Compare: this vs that
- Result + Time Frame + Guarantee: show the end / transformation ( hands that look lovelier in 24 hours
-or your money back
- Offer + Proof: Money- saving - bargains from American's oldest diamond discount house
- Solution + Problem: Here is a quick way to break up a cold
- Word Play (Metaphor, traids, idioms, Aha moments )
- Problem + how easy to solve / consequences if not solve / if solved
16. Headline Framings
Information Gap Types of Headlines
1. How to….
2. The Art of….
3. The little Secret that….
4. The Truth About….
5. The Facts About…
6. The History of …
7. The Story of ….
8. The Key to….
9. The mistakes…
17. Email Headline Types
1. FREE: 'Free Books Shows You How to Write Sneaky Advertising That Practically Forces People to Send You Money
2. NEW: 'Powerful New Seminar Teaches Flea Marketers the Power of ‘Flea-Psych' to Drive People Into a Buying Frenzy'
3. AT LAST
4. THIS: 'This New Invention Stops Any Attacker in His Tracks Without a Gun, Knife, or Black Belt in Karate.'
5. ANNOUNCING: 'Announcing the Hottest New Sandwich Craze From Southern California: The Malibu Curst Pocket!'
6. WARNING! WARNING! Some Dog Groomers WRAP a Noose Around Your Dog's Neck!'
7. JUST RELEASED: ' Just Released: Psychologist's Study Reveals Little-Known Speaking Patterns That Immediately Put Rude
Salespeople in Their Place.'
8.NOW: 'Now You Can Stop Any Attacker Without Guns, Knives, or a Black Belt in Karata.'
9. HERE'S: 'Here's How a 95-Pound Granny Made a 275-Pound Psychopathic Killer Cry Like a Baby for its Rattle...'
10. THESE: 'These Three Very Italian Men Make a Pizza to Kill For.'
11. Which Of: 'Which of these Hot Bodies Would You Like to Show Off?'
12. FINALLY: 'Finally...a Self-Improvement Seminar That Moves, Empowers, and Transforms Your for Life!'
13. LOOK: 'LOOK! Now You Can Buy Cotton Candy Machines at Wholesale Prices.'
14. PRESENTING: 'Presenting the Easiest Way Ever Developed to Learn the Piano.'
15. INTRODUCING: 'Introducing the Only Water Ice Stand in Philly that Uses Real Fresh Fruit.'
16. HOW: 'How to Sing Like an American Idol in 90 Days or Less- Guaranteed.'
17. Do YOU: 'DO You Know How to Stop Vicious Dog Attacks with the Push of a Button?'
18.WOULS YOU: 'Would You Trade $2 for Our Famous Brick-Oven Pizza?'
20. CAN YO: 'Can You Be Sure Your Child Wont Get Kidnapped?'
21. IF YOU: 'If You Hate Cleaning Your Pool, This Ad Brings Good News!'
22. STARTING TODAY: 'Starting Today You Can Dance %97 Better...If You Follow These Rules.'
18. This is just one classification for your digital marketing. To have the best digital marketing
strategy and the lower CAC, you need to apply more than one classification to your marketing
operations.
IMPORTANT NOTIFICATION:
