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Turning Words on the Web Into Money in the BankCopywriting For The Web
Mike Connolly For Boulder Digital Arts
303.444.6644 [email protected]
$26 Billion
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My Commitment To You:
To hand you a roadmap to a measurable
increase in profits and impact in your
market starting immediately with all
your web content and sales copy
The Map:
1. Crafting Your Core Message to Fulfill and Satisfy!!2. Capture Leads with Well-Crafted Web Pages!!3. Convert with Email Marketing!!4. Attract Perfect Prospects with Social Media and Paid Ads
Crafting Your Core Message
You - The Sales Detective
The more you collect, the more you know… The more you know, the better you can relate… The better you can relate, the more effective you’ll be… The more effective, the more sales you’ll make… The more sales you make, the more customers you get… The more customers you get, the more “fans for life” you create! ! Jermaine Griggs – Founder, www.hearandplay.com
Research: “He who knows more, wins.”
Step 1: Your “Avatar”
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If You Could Have Just ONE Competitive Advantage…
Wanted: A Starving Hungry Mob Equipped with Bulging Wallets
Step 2: Her Pain
What does she really want? (That you can help her with)
•Ambitious •Confident •Nervous •Anxious •Timid •Exhausted •Thrilled •Excited •Embarrassed •Envious •Vulnerable •Bored •Angry
•Irritated •Cynical •Giddy •Frustrated •Bold •Crushed •Wise •Curious •Carefree •Outraged •Shy •Insecure •Guilty
•Happy •Sad •Lonely •Silly •Weak •Disgusted •Calm •Wary •In-Control •Skeptical
Step 2: Positioning
Fast Food Restaurants: !
The “Family” One: _____________
Cars: !
The “Safe” One: _____________
Personal Computers: !
The “Cool” One: _____________
Find Your Place in The Market Landscape
Copywriting For The Web with Mike Connolly
The Market Landscape
Step 4: Your Unique Solution
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Her Pathway to Perfection…
“When It Absolutely Positively
Has To Get There Overnight”
“Fresh, Hot Pizza DeliveredIn 30 Minutes Or Less”
Step 5: Roadblocks
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And How to Get PAST Them…
Why don’t people buy from you?
They don’t understand the value
They don’t understand what it is
They don’t believe you
They don’t believe they can
They don’t want it now
They don’t believe they have the time
Your job as a copywriter is to give them confidence to move past each of these roadblocks
Jedi Advisor Strategy:
“If you had unlimited God-like powers, and could give your prospect the benefits he’s looking for, what would they be?”
If your product or service can’t do that…
Changing a product is easy…
Making Sales is hard!
Think iPad (A computer can’t do THAT!)
Step 6: Why NOW?
Step 6: Reasons for Immediate Action
Guarantee (Risk Reversal) Scarcity
Time Limits
Step 7: Call to Action
Here’s Exactly What to Do Next…
Architecting Your Web Pages To Capture Leads
Why “Capture” Leads?
1 “Buy Now” Customer
8 “Buy Later” Customers
85% More Profit Over Time
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The Customer Lifecycle
Your Web Page is a Doorway…
You Have Two Seconds…
CAUTION: Big Pitfall
“One Size Fits All” vs.
Targeted Audience
“Brochure” Site Dispenses Info
Sales Page Sells Just One Product
A “Soft” Squeeze Page Offers Multiple Ways to Respond
A “Hard” Squeeze Page Offers Only One Way to Respond
An Exit Popup Offers an Alternate Way to Respond
A Preview Popup Offers Immediate Engagement…
… Before Entering the Landing Page
A Thank You Page Follows Visitor Response
Terms of Service Pages Define the Rules of Engagement between
Website and Visitor
Multi-Use Landing Page
Google Adwords Ad Leading To…
Single Use Lead Capture Page 1
Single Use Lead Capture Page 2
Single Use Lead Capture Page 3
Thank You Page
A PURL (Personalized URL) Page Works Well for Converting - Offline to Online Traffic
Basic “Workhorse” Web Site:
Home AboutFAQ
Testimonials
ServicesSamplesContact
Brainstorming for Content
Web Site
Brainstorming for Content
Web Site
Info-ProductsSpeaking
Infusionsoft Consulting
Copywriting
About
Samples
PPC
Brainstorming for Content
Info-Products
Consulting Copywriting
•Opportunity Realization Roadmaps •Business Breakthrough Blueprints •Implementation Accelerator Workshops •Marketing Service Packages
•SEO •PPC •SMM
•Copywriting Courses •Mastermind Interviews •Member site
•Sales Letters •Autoresponders •Lead Magnets
Pick Your Winners
1. Draw squares around strongest entries
2. Triangles around weaker ones
3. See if you can combine two or more triangles
4. Pick your top 5-7
5. Congratulations! You now have your site map!
Home Page
•Must grab the reader in 2 seconds
•Benefits specific to target audience
•What this site will do for her
•Gives clear call to action
6 Things That Can Happen On a Homepage
An Immediate Purchase
Phone Call
Opt In
Engage in Your Social Pages
Remarket
Goodbye Forever…
About Page
•Answers “Please tell me more…”
•Success Stories
•Relevant Interests
An About Page
FAQ’s – 3 Kinds of Q’s…
• Show your value
• Truly “frequently asked”
• Position you above competition
Truly “Frequently Asked”
• Can you deliver?
• What does your price include?
• Can I take it for a “test drive”?
Questions that Show Your Value
• What kind of results can I expect?
• Can you meet my deadline?
• Why should I buy from you?
An FAQ Page
Testimonials• Short, Specific and “Spicy”
• Focus on one benefit
• Overcomes an objection
• Believable (not over the top)
• Targets your ideal prospect • Video and/or Pictures are great
How to Get Testimonials
• Ask! • Write up a sample they can work from • Revise as needed • Include request as part of special offer
A Testimonials Page
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So What’s Missing Here?
Priorities for a Successful Promotion: !
#1:_________ #2:_________ #3:_________
Priorities for a Successful Promotion: !
Audience Offer Copy
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Keyword Research Empowers You To Find a Viable Audience (Market)
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How to Pick Your Seed Keywords
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It’s Like Panning for Gold…
You screen out rocks and sand to find the Gold Nuggets
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The 4 Essentials of a Gold Nugget Keyword:
!
Relevance Demand Supply
Commerciality
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Relevance
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Supply (Search)
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Demand (Competition)
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Commerciality
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4 FREE Keyword Analysis Tools: !
Google Suggest Google Keyword Planner
WordTracker (Free Version) Google Trends
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Google Suggest
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Google Keyword Planner
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Google Trends
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How to Get Your Market To Write Your Copy For You
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Send a Survey
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Recycle Client Testimonials
"I added 3,743 new subscribers last week using your advertising secrets."
Headlines From Testimonials
"I added 3,743 new subscribers last week using your advertising secrets."
!"I earned an extra $750,000 within 180 days of your Bermuda seminar."
Headlines From Testimonials
"I added 3,743 new subscribers last week using your advertising secrets."
!"I earned an extra $750,000 within 180 days of your Bermuda seminar."
!"Dr. Hittich, Can You Help Me? My Greatest Fear is Having a Heart Attack or Stroke and Becoming a Burden to My Family."
Headlines From Testimonials
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Invite and Reuse Reviews
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Rip Related Reviews On Amazon
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Hold a Contest
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“How _____ is the best _____ for _____ and _____ _____”
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Crafting Your Copy (Fast!)
First, the bad news…
To get good at writing, you must ________________
!(“How do you get to Broadway?”)
1. Write Every Day 2. Build Swipe Files 3. Track Results 4. Repurpose Core Message 5. Check Keyword List
6. Write to the Clock 7. Show, Don’t Tell 8. Presentation – Theatre 9. Use Checklists, Templates 10. Let Images Speak For You
10 Best Practices
Write Every Day
Build Swipe Files
Repurpose Your Core Message
Check Keyword List
Write To The Clock
Show, Don’t Tell
The following blog post by Maria Murname in the CreateSpace newsletter illustrates the point nicely: Imagine this scenario, even if you're not on the market: You sign up for an online dating site, excited to (maybe) meet the person of your dreams - for this post, let's say that's a man. As you flip through profile after profile, you stumble across these two: Profile A: "I'm an attractive, witty, adventurous man with a great sense of humor." Hmmm...who says he's attractive? I'll be the judge of that when I see his photo. And why exactly is he witty? He hasn't said one witty thing. Adventurous? Why is he adventurous? Great sense of humor? Say what? Honey, I'm not laughing.Profile A guy is telling me too much and showing me nothing. As a result I don't want to meet him, because unfortunately he sounds sort of full of himself. Profile B: "For the record, if we hit it off, I'm totally willing to lie about how we met. Just throwing that out there. And speaking of throwing things out there, I recently jumped out of a plane for the first time. Holy frick." Through his words, Profile B guy is showing me that he's witty, adventurous, and has a great sense of humor. And by showing me a photo, he's letting me decide whether or not he's attractive.
Presentation - Theatre
Work From Checklists, Templates, Etc.
Now it’s up to You…
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Write (or at least be prepared to write) 10, 50, 100 or More Headlines
To Get One Good Headline…
“I write 200 to 250 headlines whenever I sit down to write an ad.”
~ Ted Nicholas, Copywriter and Entrepreneur who has sold over $7.9 Billion
According to American Writer’s and Artists Inc.
Use Formulas, Templates & Checklists
How Do You Avoid “Blinking Cursor Syndrome”?
“They all laughed when I sat down at the piano. But when I started to play…”
! They All Snickered At The Nearly “Crippled", Overweight Golfer As He Hobbled Up to the Tee Box… Until He
Promptly Blasted a Perfect 275-Yard Drive Straight Down the Fairway!
! ~ John Carlton
Some Classic Formulas• How to ____________ • “Who else wants _________?” • ___ ways to eliminate ______ almost instantly • Are you ___________? • How I ___________ • Secrets of __________
More Classic Formulas• [Large number, e.g. thousands] now
__________ even though they ________ • Warning: ______________ • Give Me _________ and I’ll __________ • Here’s a quick way to ____________ • [Do something cool] like [somebody cool]
Checklist #1The 5 Responsibilities of a Good Headline 1. Attracts Attention (“Pattern Interrupt”) 2. Communicates the Strongest Benefit 3. Appeals to Your Prospect’s Self-Interest 4. Sets the Tone for the Offer 5. Selects the Right Audience
Checklist #2The 4 “U’s”: Is it…
!1. Unique 2. Urgent 3. Useful 4. Ultra-Specific
Pre-Test With Pay-Per-Click, Surveys, Ask Campaigns…
How Can You Tell In Advance If It Will Work?
“The 4-Hour Workweek"
The Power of “YOU”Less Effective: “AAA Pest Control is the best solution for residential and commercial buildings” !Better: “Hundreds of homeowners just like you have found AAA Pest Control to be their ideal solution” !Best: “How to Banish Termites from Your Home Forever in just 3 Days Without Toxic Sprays, Gases or Powders ... Guaranteed!”
11 Power Writing Tactics
1. Use action verbs, active voice 2. Paint word pictures 3. The power of story 4. The conversation in their head 5. Concrete images 6. Specificity
7. Conversational 8. Short, punchy words & sentences 9. The Homer Simpson Test 10. Authentic, personal 11. Feelings vs. Facts
The 4 KeysHere’s who I am
Here’s what I got for you
Here’s what it will do for you
Here’s what I want you to do next
