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The art of good copy session 2 the nitty gritty. By Sara Lovelady.
- 1. THE ART OF GOOD COPY The Nitty Gritty
- 2. The AIDA Formula 1. Attention 2. Interest 3. Desire 4. Action
- 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
- 5. The most important word in marketing YOU!
- 6. The most important question in marketing What’s in it for me?
- 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
- 13. Writing package copy Short and sweet Emphasize benefits, not features Reflect your brand personality
- 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