Sales Copy/Copywriting

Learn Copywriting / Sales Copy to increase Conversion
1. Copy Writing/Sales Copy Owerly www.Owerly.com 1
2. What is it? • Copywriting is written content conveyed through online media and print materials. Copy is a content primarily used for the purpose of advertising or marketing. This type of written material is often used to persuade a person or group as well as raise brand awareness. www.Owerly.com 2
3. Places to use it • direct mail pieces, taglines, jingle lyrics, web page content • online ads, e-mail and other Internet content, television or radio commercial scripts • press releases, white papers, catalogs, billboards, brochures, postcards, sales letters www.Owerly.com 3
4. • social media content • blog posts • tweets • Other social-networking site posts, profiles and captions. www.Owerly.com 4
5. Swipe File • A swipe file is a collection of tested and proven advertising and sales letters. Keeping a swipe file (templates) is a common practice used by advertising copywriters and creative directors as a ready reference of ideas for projects. • Google “Swipe File Templates” www.Owerly.com 5
6. Overcome Objections • Do you understand my problem? • Are you qualified? • How can I trust you? • It doesn’t work. • What if I change my mind? • I don’t have enough money. www.Owerly.com 6
7. Know Your Target Audience • What makes them feel important • Problems and conflicts • Type of products that interest them • Price they are willing to pay • How quickly they want a solution • Relate to the reader • Age/Generation • Reading level (industry experts, lay people) • Focus on One audience at a time www.Owerly.com 7
8. Value of your Product • Why should the consumer buy your product • How is your product better than other products www.Owerly.com 8
9. Unique Marketing Angle • Plan or offer that is different than the competition • Must compel customers to buy www.Owerly.com 9
10. Have a Clear Objective • Have a clear purpose and call-to-action for your copy • What exactly do you want your customer to do after reading your copy www.Owerly.com 10
11. Layout • Attention grabbing headline • Large Font, Red Color • Break down content into bite size chunks • Headlines, Bullet points, short paragraphs www.Owerly.com 11
12. Types of Copy • Plain-Presents facts and benefits • Storytelling – Intro, Conflict, Dialogue, Solution • Conversational/ “You and Me” – Conversation between the reader “you” and the copywriter “me”, understand where the reader is coming from and why this is the right solution • Imagine – “Picture this…” • Long Copy – Answers all possible questions www.Owerly.com 12
13. Attention Grabbing Headline • Get straight to the point of what your audience wants or is looking for • “How to ____” – How to Lose Weight – How to Get a Girlfiend – How to Become a Millionaire • “The Secret to ____ Finally Revealed!” – The Secret to Weightloss Finally Revealed www.Owerly.com 13
14. What is the problem? • Get to the root of the reader’s pain and agony. Let them know you truly understand their problem. • “There is nothing worse than…” – There is nothing worse than spending another weekend alone… – There is nothing worse than going though diet after diet an not having the body you always dreamed about... www.Owerly.com 14
15. What is the Solution? • Introduce your product or service and how it will solve their problem. Let them know there is no need to struggle through their pain and suffering needlessly any longer. – With system X you will finally have the solution you’ve been looking for. www.Owerly.com 15
16. Your Credentials • Why should your audience trust you? How do they know this will really solve their problems? – Respected Clients – Success Case Studies – Years of Experience – Publications – Certifications – Education www.Owerly.com 16
17. Benefits • How will your audience personally benefit from your product/service • What will be the end result of using your product/service, NOT just listing the features • Freedom to travel and do what you want, NOT just make more money www.Owerly.com 17
18. Testimonials/Social Proof • Gain the trust of readers with Customer/Client Testimonials • Where were your customers before and after using your product/service? How did it help them specifically? • Video, written, screen capture • Photos, contact information, links, bio, location www.Owerly.com 18
19. The Offer • States your irresistible offer with a competitive price, free limited time offers • Clearly state the terms and conditions www.Owerly.com 19
20. The Guarantee • Ease the fears of getting ripped-off with a Guarantee • Money-back Guarantee • 100% Money-back, no questions asked • Warranty www.Owerly.com 20
21. Scarcity/Urgency • Limited time free bonuses/offers • Limited amounts available • Offered price for a limited time www.Owerly.com 21
22. Call to Action • State EXACTLY, precisely and simply, step-by- step what the reader has to do to take advantage of your offer • Call-in, Buy now, click a link, come in person to your office by a certain date www.Owerly.com 22
23. Warning • What will happen to them if they don’t take your offer? • What will their life be like? • Remind them of their pain • Lose special pricing and bonuses • Never have the body they dreamed about • Continue to struggle at a job they hate www.Owerly.com 23
24. Closing Reminder • End with a postscript (P.S.) • Remind them one last time of your amazing offer www.Owerly.com 24