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Copywriting ESP
Presented at Commpose in July 2010
        Twitter hashtag: #copywritingESP
Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
About Me
 Charlene Kingston
     Instructional Designer
     Information Strategist
 Crow Information Design
     Software user assistance
     @CrowInfoDesign
 Social Media DIY Workshop
     @SocialMediaDIY
 @Kinchie



Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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




Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
Tweet Bite
Copywriters have more 
  challenges than just 
  thinking up creative 
      writing ideas
     @Commpose 
   #copywritingESP


Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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



Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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



Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
Tweet Bite
Division of labor causes 
people to focus on what 
 they do instead of how 
  they help customers
     @Commpose 
    #copywritingESP


Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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




Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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

Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
Tweet Bite
Words to never use in the 
     Gobbledygook 
       Manifesto | 
  http://bit.ly/d9FVPW | 
        @dmscott 
     @Commpose 
    #copywritingESP

 Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
Strategy To Read Your Client’s Mind
List deliverables

     Clump into solution sets

            Identify the reasons

                   Convert into problems

                          Summarize problems solved
Copyright © 2010 Charlene Kingston            SocialMediaDIYWorkshop.com
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




Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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?




Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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

Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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

Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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
Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
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



    Copyright © 2010 Charlene Kingston                                  SocialMediaDIYWorkshop.com
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




Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
Tweet Bite
You help your client most 
  when you write about 
     how they solve 
        problems
     @Commpose 
    #copywritingESP


 Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com
Strategy To Read Your Client’s Mind
List deliverables

     Clump into solution sets

            Identify the reasons

                   Convert into problems

                          Summarize problems solved
Copyright © 2010 Charlene Kingston            SocialMediaDIYWorkshop.com
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


Copyright © 2010 Charlene Kingston   SocialMediaDIYWorkshop.com

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Copywriting ESP

  • 1. Copywriting ESP Presented at Commpose in July 2010 Twitter hashtag: #copywritingESP
  • 2. Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 3. About Me Charlene Kingston Instructional Designer Information Strategist Crow Information Design Software user assistance @CrowInfoDesign Social Media DIY Workshop @SocialMediaDIY @Kinchie Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 4. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 5. Tweet Bite Copywriters have more  challenges than just  thinking up creative  writing ideas @Commpose  #copywritingESP Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 6. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 7. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 8. Tweet Bite Division of labor causes  people to focus on what  they do instead of how  they help customers @Commpose  #copywritingESP Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 9. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 10. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 11. Tweet Bite Words to never use in the  Gobbledygook  Manifesto |  http://bit.ly/d9FVPW |  @dmscott  @Commpose  #copywritingESP Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 12. Strategy To Read Your Client’s Mind List deliverables Clump into solution sets Identify the reasons Convert into problems Summarize problems solved Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 13. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 14. 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? Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 15. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 16. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 17. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 18. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 19. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 20. Tweet Bite You help your client most  when you write about  how they solve  problems @Commpose  #copywritingESP Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 21. Strategy To Read Your Client’s Mind List deliverables Clump into solution sets Identify the reasons Convert into problems Summarize problems solved Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com
  • 22. 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 Copyright © 2010 Charlene Kingston SocialMediaDIYWorkshop.com