In this session we will be talking about how to help visitors make the L.E.A.P. from “No” to “Hell, Yes!” Creating a Customer Avatar so we can better understand who our Customers are and how they think. And a simple five point check list that you can implement to improve your Sales Pages. This Meet-Up is scheduled for 7pm on Thursday the 20th of June 2019. Basement 96 Gawler Place Adelaide SA 5000 RSVP via MeetUp.Com/Adelaide-Product-Launch/ Please be courteous and update your RSVPs if you can’t make it.

1. How To Help Visitors
Make The L.E.A.P.
From “No” To “Hell Yes!”

2. Overview
• Introductions
• What Is Copy Writing?
• Begin With The End In Mind
• The 4 Components Of A
Product Launch
• When Is Copy Writing
Important?
• What Is A Customer Avatar?
• Key Questions – Mindset
• The 4 Elements Of A Good
“Copy Chunk” (L.E.A.P.)
• Sales Page Check List
• 10 Ways To Improve Your
Copy
• Notes: (What Can You Do To
Improve?)

3. Introductions
•Your name?
•Your product /
service?
•Why you’re
here?
This Photo by Unknown Author is licensed under CC BY-SA-NC

4. What Is Copy Writing?
Copywriting is the act, or
occupation of writing text for the
purpose of advertising or other
forms of marketing.
The product, called copy, is
written content that aims to
increase brand awareness and
ultimately persuade a person or
group to take a particular action.
- Wikipedia.
This Photo by Unknown Author is licensed under CC BY-SA

5. Begin With The End In Mind
“Begin with the End in
Mind means to begin each
day, task, or project with
a clear vision of your
desired direction and
destination.”
- Stephen Covey, 7 Habits
Of Highly Effective People.This Photo by Unknown Author is licensed
under CC BY-SA

6. The 4 Components Of A Product Launch
Sales
Pages
Squeeze
Pages
Social
Pages
Syndicate
Pages

7. When Is Copy Writing Important?
Complex
Expensive
More
Info

8. What Is A Customer Avatar?
“A customer avatar is a fictional
character that represents your
ideal prospect.
When complete, it will help you
understand the motivating
beliefs, fears and secret desires
that influence your customer's
buying decisions.”
- HubSpot.

9. Key Questions - Mindset
6. What do they value?
7. What are some possible
objections?
8. What are your prospect’s three
biggest hot buttons?
9. What are your prospect’s fears?
10. What are your prospect’s
biggest frustrations?
1. What is his / her unspoken
question?
2. What is the problem / need /
challenge / opportunity?
3. What are their biggest
frustrations / pain points?
4. What are their goals / what do
they want to change?
5. Most importantly… why?

10. The 4 Elements Of A Good “Copy Chunk”
(L.E.A.P.)
Logic Emotion Awareness Proof

11. Sales Page Check List
• 0 points for No, 1 point for good, 2 points for
great.
1. Do you have a Customer Avatar for your
Product / Service?
2. Do you clearly outline what your product /
service is and what the Customer gets?
3. Do you connect with their emotions
outlining the Advantages and Benefits?
4. Do you demonstrate an understanding of
the Customer’s Perspective?
5. Do you give the Customer plenty of
reasons to Trust you?
• What’s your score out of 10?
This Photo by Unknown Author is licensed under CC BY-NC-ND

12. 10 Ways To Improve Your Copy
1. Headline
2. Sub Heading
3. Define The Problem
4. Feature Advantage Benefit
(F.A.B.)
5. Powerful Analogy / Story
6. Who’s It For And Who’s It
Not For?
7. The Dream Vs The
Nightmare
8. Before Vs After
9. What Makes Your Product
Different / Better?
10.Testimonials

13. 1. Headline
•What are you offering?
•Why should I care?

14. Example: Bikini Body Guide.
Offer: “12 week
program”.
Benefit: “Bikini
Body”.

15. 2. Sub Heading
•Let visitors know that they are in the right
place.
•Invoke curiosity and encourage them to
keep browsing.

16. Example: Basecamp.
“Hair on fire, buried under email,
stuff everywhere.”

17. 3. Define The Problem
“If you can describe
another person’s problem
and their pain better than
they can describe it,
they’ll automatically
assume you must have
the answer to their
problem.”
- Jay Abraham.

18. Example: Renegade Diet Book.
“Wouldn’t you love to burn stubborn bodyfat while still getting to eat delicious
foods every week and a big dinner every night?”

19. 4. Feature Advantage Benefit (F.A.B.)Feature
What
you get?
Advantage
Why you
should
get it?
Benefit
How it
will
make
you
feel?

20. Example: Dev Edge Internet Marketing.
Element Example (Sleeping Bag)
Feature Our sleeping bags have a 1 inch layer of insulation on them.
Advantage This helps to retain body heat on cold nights.
Benefit You’ll be warm all night. Which means that you’ll get a great sleep and
be well rested for a day of fun activities (that you’ll fully enjoy!).
Example 1: Lead with the feature (good)
“Our sleeping bags have a 1 inch layer of
insulation on them. This helps to retain
body heat on cold nights. You’ll be warm
all night. Which means that you’ll get a
great sleep and be well rested for a day
of fun activities (that you’ll fully enjoy!).”
Example 2: Lead with the benefit (great)
“While you’re camping, you’ll get a great
sleep and be well rested for a day of fun
activities you’ll fully enjoy. Our 1 inch
layer of insulation keeps your body warm
all night so you sleep comfortably.”

21. 5. Powerful Analogy / Story
•Define the problem.
•Offer a solution.
•Lead through an emotional journey.
•Real example.

22. Example: The Wall Street Journal.
“On a beautiful late spring afternoon, twenty-five years ago, two young men
graduated from the same college.”

23. 6. Who It’s For And Who It’s Not For
•Define who your product / service is for and
who it’s not for.
•Use this opportunity to “laser focus” in on
your Customer Avatar.

24. Example: The School Of Visibility.
“It’s great for
creatives who
want to build
an audience
for their art.”
“If you’re
looking for a
get rich quick
scheme, it’s
not for you.”

25. 7. The Dream Vs The Nightmare
•Define “the dream” and “the nightmare”.
•What’s the best case scenario?
•What’s the worst case scenario?
•Let your imagination run wild!

26. Example: Domain.
The Dream:
“visions of
glorious new
living spaces”.
The
Nightmare:
“forced to sue
their
contractors”.

27. 8. Before Vs After
•How will they feel before they buy your
product / service?
•How will they feel after?

28. Example: Men’s Health.
“Hear from men
who have
achieved
incredible weight
loss
transformations
through diet and
fitness”.

29. 9. What Makes Your Product Different /
Better?
•Who are your competitors?
•Why is your product / service better?

30. Example: Toast.
“iPad systems like
TouchBistro, Breadcrump
or Revel just can’t hold
up when you’re running
at restaurant speed.
Switch to a technology
partner that can power
your entire operation”.

31. 10. Testimonials
•Use authentic testimonials that tell a story
(problem / solution).
•Turn the best testimonials into Case Studies.

32. Example: Zendesk.
“Airbnb began using
Zendesk Support to
deliver consistent, high-
quality customer service
in the early days, and
also use Zendesk Guide
for its knowledgebase.”

33. The Power Of A Syndicate
“If you want to
go quickly, go
alone. If you want
to go far, go
together.”
- African proverb.
This Photo by Unknown Author is licensed under CC BY-SA

34. Next Steps – What Can You Do To Improve?
Logic Emotion Awareness Proof

35. Next Meet-Up
•Thursday the 18th of July from 7.00pm.
•Website Structure And Google Analytics.
•Public Speaking Training, Basement 96
Gawler Place Adelaide City.

36. Thank You!