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Old school
FOR NEW SCHOOL MARKETERS
COPYWRITING
JOANNA WIEBE @COPYHACKERS
“You'd better not let your
father see this.”
John Caples’s mom
@COPYHACKERS#bos2017
IF IT FEELS SAFE,
SCRAP IT
@COPYHACKERS#bos2017
“Five times as many
people read the
headline as read
the body copy.”
@COPYHACKERS#bos2017
“I find if I drink two
or three brandies,
I’m far better able
to write.”
@COPYHACKERS#bos2017
COPY IS NOT YOUR BRAND’S
CREATIVE EXPRESSION.
COPY IS YOUR ONLINE
SALESPERSON.
@COPYHACKERS#bos2017
WANNA BE CREATIVE?
WRITE A poem. got that
outta your system?
great - let’s work.
@COPYHACKERS#bos2017
“The only
purpose of
advertising is
to make sales.”
claude hopkins
@COPYHACKERS#bos2017
I ROLL WITH THE HARDEST.
MAKE MONEY WITH THE SMARTEST.
AIN’T GOT TIME FOR YOU ARTISTS.
bOS-APPROPRIATE rewrite
of lyrics b...
Gene Schwartz
John Caples
Claude
Hopkins
@COPYHACKERS#bos2017
CAVEAT

Err on the side of caution
sometimes. Not everything that
worked then flies now.
Let’s START WITH 4 quick hits
(‘cos it’s end of day)
@COPYHACKERS
ASK GOOD
QUESTIONS
@COPYHACKERS#bos2017
Ba
@COPYHACKERS
sold better
WRITE FOR
READERS
@COPYHACKERS#bos2017
@COPYHACKERS#bos2017
Ba sold better
“THAT’S MORE COPY THAN
WE’RE USED TO”
Andrew Capland, Wistia
TAKE THE
CAP OFF THE
COKE
@COPYHACKERS#bos2017
DON’T BE
TOO
FORTHCOMI
NG
aka
@COPYHACKERS#bos2017
fewer clicks
@COPYHACKERS#bos2017
Ba
PUT YOUR
HEADLINE &
BUTTON IN
THE FIRST
PERSON
@COPYHACKERS#bos2017
sold better
@COPYHACKERS#bos2017
Ba
24% increase in CTR with
98% confidence
13% lift in CTR with
99% confidence
24% MORE CLICKS
13% MORE CLICKS
@COPYHACKERS#b...
3 BIGGER IDEAS
TO SHAPE YOUR COPY
@COPYHACKERS#bos2017
Don’t write copy.
1
@COPYHACKERS
YOU GO TO A QUIET PLACE TO WRITE.
@COPYHACKERS#bos2017
(Because to write, you need to be alone with your thoughts.)
@COPYHACKERS#bos2017
Yet, somehow, genius doesn’t strike.
@COPYHACKERS#bos2017
Turns out the copy in your head… sucks.
@COPYHACKERS#bos2017
So you give up. And find something else to do.
@COPYHACKERS#bos2017
Don’t write copy.
HOLD up a mirror.
1
@COPYHACKERS
Stop “writing”
Understand that the thing on the
page is the customer - not “the
product”
Know the customer so you can
show...
the PRODUCT
is NOT the
product
@COPYHACKERS#bos2017
the PRODUCT
is NOT the
product
@COPYHACKERS#bos2017
the PRODUCT
is NOT the
product
@COPYHACKERS#bos2017
the
CUSTOMER IS
the product
@COPYHACKERS#bos2017
YOUR COPY IS
CREATING A
CUSTOMER.
NOT SELLING
A PRODUCT.
@COPYHACKERS#bos2017
HOW DO YOU KNOW
WHAT THE MIRROR
SHOULD REFLECT BACK?
@COPYHACKERS#bos2017
What do you do with the mad that you feel
When you feel so mad you could bite?
When the whole wide world seems oh so wrong...
LISTEN.
@COPYHACKERS#bos2017
HERE’S THE EASIEST,
fastest, cheapest WAY
(I’LL FORGIVE YOU IF YOU OPEN
AMAZON.COM NOW)
@COPYHACKERS#bos2017
1. On one or more sites with reviews,
find products / services in your category.
@COPYHACKERS#bos2017
2. Go through the reviews and clip
the STICKIEST insights.
@COPYHACKERS#bos2017
3. TAG THE VERBATIMS AND ASSEMBLE THEM INTO DRAFT 1.
@air_story#bos2017
Joanna is
assembling
in
“Copy is not
written. Copy is
assembled.”
gene schwartz
@COPYHACKERS#bos2017
TO TRULY BE A MIRROR, YOUR PAGE
HAS TO REFLECT BACK A SPECIFIC
PERSON. NOT AN “AVERAGE PERSON.”
@COPYHACKERS#bos2017
“Your message
should single out your
prospect like a man
being paged in a
crowded hotel
lobby.”
claude hopkins
@COPYHACKER...
~ POEM BREAK ~
@COPYHACKERS
Roses are red,
Violets are blue -
Donate to a teacher
With the same name as you.
@COPYHACKERS#bos2017
Dear Joanna -
Roses are red,
Violets are blue -
Donate to a teacher
With the same name as you.
Mr. Wiebe
French novels for...
Can your prospect 

see herself on YOUR page?
@COPYHACKERS
Don’t write copy.
hold up a mirror.
1
@COPYHACKERS
“THEY ALL LAUGHED WHEN I
USED A FORMULA. BUT WHEN
THEY SAW THE RESULTS!”
2
@COPYHACKERS
FORMULAS
FOR ADS
FORMULAS
FOR
LAYOUTS
FORMULAS
FOR
ELEMENTS
@COPYHACKERS#bos2017
FORMULAS
FOR
LAYOUTS
@COPYHACKERS#bos2017
Problem
Agitation
Solution
@COPYHACKERS#bos2017
“The correct
solution, the right
headline, the perfect
ad lies buried in the
problem itself.”
gene schwartz
@COPYHACKERS#b...
@COPYHACKERS#bos2017
Problem
Agitation
Solution
@COPYHACKERS#bos2017
NO FORMULA PAS FORMULA
@COPYHACKERS#bos2017
Ba
(when you suggest delaying the product
shot, even the coolest lose their cool)
@COPYHACKERS#bos2017
sold better
@COPYHACKERS#bos2017
Ba
“Just as the physician uses the
same prescription many times with
beneficial effect… Just as the civil
engineer uses the sa...
Don’t write copy.
HOLD UP a mirror.
1
@COPYHACKERS
start with a formula
or framework.
2
@COPYHACKERS
EDIT IN THE AWESOME.
3
@COPYHACKERS
YOUR FIRST DRAFT
SHOULD BE A BUNCH
OF ASSEMBLED VOC
DATA
@COPYHACKERS#bos2017
grammar!!!
PROOFREADING!!!
@COPYHACKERS#bos2017
grammar???
@COPYHACKERS#bos2017
1. The clarity sweep
2. The voice and tone sweep
3. The So What sweep
4. The Prove It sweep
5. The specificity sweep
6. The...
“You cannot bore
people into buying
your product. You
can only interest
them.”
DAVID OGILVY GENE SCHWARTZ
“Advertising is
...
emotion /
“feeling" isn’t
always edited
in after
• Need for love
• Fear of shame
• Pride of achievement
• Drive for recognition
• Yearning to feel important
• Urge to look...
“It’s not about building
better mousetraps. It’s
about building larger
mice - and then building
a terrifying fear of them
...
As many as 60% of sales are lost to “no decision.”
Source: CorporateVisions.com @COPYHACKERS#bos2017
MAKE YOUR READER DECIDE.
EVEN IF THEY DON’T CHOOSE YOU.
@COPYHACKERS#bos2017
DON’T “WRITE COPY.”
use formulas.
EDIT IN THE AWESOME.
@COPYHACKERS
“THIS IS NO LAZY MAN’S FIELD”
Claude Hopkins
@COPYHACKERS#bos2017
JOANNA WIEBE
THANKS!
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Joanna Wiebe Old School Copywriting for New School Businesses

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Veröffentlicht am

We publish talks online (with a transcript). They will be available here: http://businessofsoftware.org/2016/07/all-talks-from-business-of-software-conferences-in-one-place-saas-software-talks/

Alternatively, subscribe to the BoS newsletter and we will email you when it is live. http://businessofsoftware.org/updates/

Behind every high-converting acquisition campaign and onboarding email, there’s killer copy.

And behind every killer copywriter is a stack of yellowed books written decades before anyone here was born. In this talk, Joanna will walk you through top copywriting techniques stolen from the late greats – like Gene Schwartz – and how those have performed in emails and on landing pages for oh-so-modern audiences.

Don’t fret if you aren’t in marketing. the same ideas can be used to get your points across better even if you’re a normal person.

Veröffentlicht in: Marketing
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Joanna Wiebe Old School Copywriting for New School Businesses

  1. 1. Old school FOR NEW SCHOOL MARKETERS COPYWRITING JOANNA WIEBE @COPYHACKERS
  2. 2. “You'd better not let your father see this.” John Caples’s mom @COPYHACKERS#bos2017
  3. 3. IF IT FEELS SAFE, SCRAP IT @COPYHACKERS#bos2017
  4. 4. “Five times as many people read the headline as read the body copy.” @COPYHACKERS#bos2017
  5. 5. “I find if I drink two or three brandies, I’m far better able to write.” @COPYHACKERS#bos2017
  6. 6. COPY IS NOT YOUR BRAND’S CREATIVE EXPRESSION. COPY IS YOUR ONLINE SALESPERSON. @COPYHACKERS#bos2017
  7. 7. WANNA BE CREATIVE? WRITE A poem. got that outta your system? great - let’s work. @COPYHACKERS#bos2017
  8. 8. “The only purpose of advertising is to make sales.” claude hopkins @COPYHACKERS#bos2017
  9. 9. I ROLL WITH THE HARDEST. MAKE MONEY WITH THE SMARTEST. AIN’T GOT TIME FOR YOU ARTISTS. bOS-APPROPRIATE rewrite of lyrics by The Game @COPYHACKERS#bos2017
  10. 10. Gene Schwartz John Caples Claude Hopkins @COPYHACKERS#bos2017
  11. 11. CAVEAT
 Err on the side of caution sometimes. Not everything that worked then flies now.
  12. 12. Let’s START WITH 4 quick hits (‘cos it’s end of day) @COPYHACKERS
  13. 13. ASK GOOD QUESTIONS @COPYHACKERS#bos2017
  14. 14. Ba @COPYHACKERS sold better
  15. 15. WRITE FOR READERS @COPYHACKERS#bos2017
  16. 16. @COPYHACKERS#bos2017 Ba sold better
  17. 17. “THAT’S MORE COPY THAN WE’RE USED TO” Andrew Capland, Wistia
  18. 18. TAKE THE CAP OFF THE COKE @COPYHACKERS#bos2017
  19. 19. DON’T BE TOO FORTHCOMI NG aka @COPYHACKERS#bos2017
  20. 20. fewer clicks @COPYHACKERS#bos2017 Ba
  21. 21. PUT YOUR HEADLINE & BUTTON IN THE FIRST PERSON @COPYHACKERS#bos2017
  22. 22. sold better @COPYHACKERS#bos2017 Ba
  23. 23. 24% increase in CTR with 98% confidence 13% lift in CTR with 99% confidence 24% MORE CLICKS 13% MORE CLICKS @COPYHACKERS#bos2017
  24. 24. 3 BIGGER IDEAS TO SHAPE YOUR COPY @COPYHACKERS#bos2017
  25. 25. Don’t write copy. 1 @COPYHACKERS
  26. 26. YOU GO TO A QUIET PLACE TO WRITE. @COPYHACKERS#bos2017
  27. 27. (Because to write, you need to be alone with your thoughts.) @COPYHACKERS#bos2017
  28. 28. Yet, somehow, genius doesn’t strike. @COPYHACKERS#bos2017
  29. 29. Turns out the copy in your head… sucks. @COPYHACKERS#bos2017
  30. 30. So you give up. And find something else to do. @COPYHACKERS#bos2017
  31. 31. Don’t write copy. HOLD up a mirror. 1 @COPYHACKERS
  32. 32. Stop “writing” Understand that the thing on the page is the customer - not “the product” Know the customer so you can show the customer him/herself (ideally happy or getting there) Hold the mirror (i.e., be in the background) to do this, you must: @COPYHACKERS#bos2017
  33. 33. the PRODUCT is NOT the product @COPYHACKERS#bos2017
  34. 34. the PRODUCT is NOT the product @COPYHACKERS#bos2017
  35. 35. the PRODUCT is NOT the product @COPYHACKERS#bos2017
  36. 36. the CUSTOMER IS the product @COPYHACKERS#bos2017
  37. 37. YOUR COPY IS CREATING A CUSTOMER. NOT SELLING A PRODUCT. @COPYHACKERS#bos2017
  38. 38. HOW DO YOU KNOW WHAT THE MIRROR SHOULD REFLECT BACK? @COPYHACKERS#bos2017
  39. 39. What do you do with the mad that you feel When you feel so mad you could bite? When the whole wide world seems oh so wrong, And nothing you do seems very right? What do you do - do you punch a bag? Do you pound some clay or some dough? Do you round up friends for a game of tag? Or see how fast you go? @COPYHACKERS#bos2017
  40. 40. LISTEN. @COPYHACKERS#bos2017
  41. 41. HERE’S THE EASIEST, fastest, cheapest WAY (I’LL FORGIVE YOU IF YOU OPEN AMAZON.COM NOW) @COPYHACKERS#bos2017
  42. 42. 1. On one or more sites with reviews, find products / services in your category. @COPYHACKERS#bos2017
  43. 43. 2. Go through the reviews and clip the STICKIEST insights. @COPYHACKERS#bos2017
  44. 44. 3. TAG THE VERBATIMS AND ASSEMBLE THEM INTO DRAFT 1. @air_story#bos2017 Joanna is assembling in
  45. 45. “Copy is not written. Copy is assembled.” gene schwartz @COPYHACKERS#bos2017
  46. 46. TO TRULY BE A MIRROR, YOUR PAGE HAS TO REFLECT BACK A SPECIFIC PERSON. NOT AN “AVERAGE PERSON.” @COPYHACKERS#bos2017
  47. 47. “Your message should single out your prospect like a man being paged in a crowded hotel lobby.” claude hopkins @COPYHACKERS#bos2017
  48. 48. ~ POEM BREAK ~ @COPYHACKERS
  49. 49. Roses are red, Violets are blue - Donate to a teacher With the same name as you. @COPYHACKERS#bos2017
  50. 50. Dear Joanna - Roses are red, Violets are blue - Donate to a teacher With the same name as you. Mr. Wiebe French novels for his junior high students.
 $68 remaining Donate to Mr. Wiebe’s project 3x more likely to give to a project Gave 3x as much Reactivated lapsed donors Source: Donors Choose Annual Review 2014 - 15 @COPYHACKERS#bos2017
  51. 51. Can your prospect 
 see herself on YOUR page? @COPYHACKERS
  52. 52. Don’t write copy. hold up a mirror. 1 @COPYHACKERS
  53. 53. “THEY ALL LAUGHED WHEN I USED A FORMULA. BUT WHEN THEY SAW THE RESULTS!” 2 @COPYHACKERS
  54. 54. FORMULAS FOR ADS FORMULAS FOR LAYOUTS FORMULAS FOR ELEMENTS @COPYHACKERS#bos2017
  55. 55. FORMULAS FOR LAYOUTS @COPYHACKERS#bos2017
  56. 56. Problem Agitation Solution @COPYHACKERS#bos2017
  57. 57. “The correct solution, the right headline, the perfect ad lies buried in the problem itself.” gene schwartz @COPYHACKERS#bos2017
  58. 58. @COPYHACKERS#bos2017
  59. 59. Problem Agitation Solution @COPYHACKERS#bos2017
  60. 60. NO FORMULA PAS FORMULA @COPYHACKERS#bos2017 Ba
  61. 61. (when you suggest delaying the product shot, even the coolest lose their cool) @COPYHACKERS#bos2017
  62. 62. sold better @COPYHACKERS#bos2017 Ba
  63. 63. “Just as the physician uses the same prescription many times with beneficial effect… Just as the civil engineer uses the same formulas again and again for building bridges… So can the copywriter use formulas that have worked successfully in the past.” john caples @COPYHACKERS#bos2017
  64. 64. Don’t write copy. HOLD UP a mirror. 1 @COPYHACKERS
  65. 65. start with a formula or framework. 2 @COPYHACKERS
  66. 66. EDIT IN THE AWESOME. 3 @COPYHACKERS
  67. 67. YOUR FIRST DRAFT SHOULD BE A BUNCH OF ASSEMBLED VOC DATA @COPYHACKERS#bos2017
  68. 68. grammar!!! PROOFREADING!!! @COPYHACKERS#bos2017
  69. 69. grammar??? @COPYHACKERS#bos2017
  70. 70. 1. The clarity sweep 2. The voice and tone sweep 3. The So What sweep 4. The Prove It sweep 5. The specificity sweep 6. The heightened emotion sweep 7. The Zero Risk sweep THE SEVEN SWEEPS @COPYHACKERS#bos2017
  71. 71. “You cannot bore people into buying your product. You can only interest them.” DAVID OGILVY GENE SCHWARTZ “Advertising is the literature of desire.” G. BENCIVENGA “Emotions are the fire of human motivation, the combustible force that secretly drives most decisions to buy.” @COPYHACKERS#bos2017
  72. 72. emotion / “feeling" isn’t always edited in after
  73. 73. • Need for love • Fear of shame • Pride of achievement • Drive for recognition • Yearning to feel important • Urge to look attractive • Lust for power • Longing for romance • Need to feel secure • Terror of facing the unknown • Lifelong hunger for self- esteem GARY BENCIVENGA
  74. 74. “It’s not about building better mousetraps. It’s about building larger mice - and then building a terrifying fear of them in your customers.” gene schwartz @COPYHACKERS#bos2017
  75. 75. As many as 60% of sales are lost to “no decision.” Source: CorporateVisions.com @COPYHACKERS#bos2017
  76. 76. MAKE YOUR READER DECIDE. EVEN IF THEY DON’T CHOOSE YOU. @COPYHACKERS#bos2017
  77. 77. DON’T “WRITE COPY.” use formulas. EDIT IN THE AWESOME. @COPYHACKERS
  78. 78. “THIS IS NO LAZY MAN’S FIELD” Claude Hopkins @COPYHACKERS#bos2017
  79. 79. JOANNA WIEBE THANKS!

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