copywriting 101

Copywriting 101: Tips to Writing Effective CopyPresented by Amber Cleave

(@Gldnamby) and

Jill Bastian (@Jillieb3)

#VRWebinar

Agenda• Getting started• Features vs. Benefits • The Human Element• Structure & Style• Writing for Email, Social Media and

Blogs• Repurposing Content• Checking It Twice• Helpful Resources

Getting Started: The 4 Key Questions

Ask these 4 Key Questions before you begin to write

1. What am I selling?2. To whom am I selling?3. Why am I selling this now?4. What do I want my reader to do?

Getting Started: Finding Copy Ideas

• What’s New?• Any Advice?• Stories to Tell?• Exclusive Content?• Killer offer?• Read the news and headlines• See what’s happening on social

Getting Started: Brainstorming

• Review background info• Make a list• Write a friend• Cluster writing• Venn Diagram• Mind Map• Free-write

Features vs. Benefits• Features are what a product has• Benefits are what it provides the

customer – What’s in it for me?–Made of steel (feature) vs. You never

have to replace it (benefit)– Home delivered (feature) vs. Save time

and money (benefit)

VS.

The Human Element

• Think AIDA: – Grab their Attention – Hold Interest – Invoke Desire– Cause Action

Structure and Style

1. Think Less Is More2. Put Key Points Up Front3. Keep It Short4. Remember Odd vs. Even5. Don’t Get Too Salesy

Structure and Style

1. The Rhythm of 32. Cut the Clutter3. Vary Sentence Length4. Utilize Bucket Brigade Words5. Consider Your Font Style6. Think Pictures vs. Text

Structure and Style

1. “Voice” should reflect your company2. Show some personality3. Write for your audience – industry,

business or consumer?4. Personalize5. If you have a story, share it!

Writing for Email• From the Inbox– From Label (how audience recognizes

you)– Subject Line (compels people to open)– Preheader text (supports subject line)

Writing for Email

• Preview Pane

Writing for Email

• Fully Opened Email– Body Copy– Calls to Action • (buttons)

– Side Bars

How to Write a Subject Line• Keep it short and sweet: Optimum SL length is 30-50 letters , or 5-8 words• Consider your “from label” – If your from label is your company name

(recommended), there’s no need to repeat it in the SL• Put the most valuable information up front (don’t be too generic)• Make sure your SL won’t truncate or get cut off on an important word, such

as a date or discount• Test often: There is no sure-fire SL formula• Offer a benefit: 50% off now. NO lines!• Mention offers and incentives• Be timely• Create a sense of urgency• Stand out• Get (positive) attention • Keep promises (The CAN SPAM ruling states that for any commercial email,

you must have your subject line relate to the content of the email)

Writing for Social Media - Twitter

“Tweeting” might be shorter (140 character limitation), but that doesn’t mean easier!

• Leave room for others to retweet and perhaps use a #hashtag (if you use the full 140 characters, they have to edit in order to retweet you)

• Shorten URLs (e.g. bit.ly or owl.ly) so they don’t hog characters • Retweet (RT) – it says a lot about you, both from the content you share and the

fact that you are doing it at all.• Teach: Teach others something new or hand out a tip• Compliment: Send someone a compliment about a tweet they posted or their

service or an article or blog post• Refer: If you have learned about a good deal or service or sale - tell others

about it. • Share: Share good news or a funny story or an inspirational quote• Help: Think “Pay It Forward”• Create a community

Writing for Social Media - Facebook

• Keep it to no more than 4 lines, and 1-2 is better• Phrase it so it is  “Like” – able. There is no “Dislike” option

yet.• Include links, photos, or videos that fans might want to share• Develop a personal style on Facebook: A great connector or

way to start is to write the same way you speak. Show some of your personality.

• Make your information sizzle: Give lots of valuable information, and don’t hold back

Writing for Blogs

– Value to reader– Entertain– Increase natural search– Create business/sales–Marketing your biz– Dialogue with readers– Provide expertise, leadership, educate

• Headlines• Write your blog post titles with Twitter in mind

– A descriptive, enticing, and short post title helps out folks who want to tweet and retweet it

• Titles should be captivating and search engine spiders should be able to find them

• Brevity (same as subject lines)• Make a promise• OK to write like you talk• OK to ask questions• Capture attention

Writing for Blogs

Repurposing ContentYou don’t need to recreate the wheel every time

• Repurpose & Share Content – Email, website, blog, social (FB, Twitter, LinkedIn)– People prefer longer updates in email newsletters– Save Facebook, Twitter and similar micro-

communication for information snacks – link back to your blog or website

– Grab these “snacks” from newsletters

*According to Sticky Communication: http://www.stickycommunication.ca/2010/12/email-newsletters-go-mobile-social/

Check It Twice

• Spell check • Proof read• Read copy out loud (this will help you

hear what your readers hear)• Show it to someone else

Copywriting Resources• The VR Marketing Blog:

http://blog.verticalresponse.com/• The Lounge:

http://lounge.verticalresponse.com/group/copywritingtips

• How To Do Everything: http://help.verticalresponse.com/

• Copyblogger: http://www.copyblogger.com/

• Current copywriters/Direct marketers: • Donna Baier Stein:

@donnabaierstein, • Brian Clark: @Copyblogger• Chris Brogan: @chrisbrogan• www.verticalresponse.com/education-

support/guides

Q&A