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Want Free Copy? 1 Copywriting: Get Results! By Angela Murphy SECRETS TO COPYWRITING THAT SELLS WITH BEFORE AND AFTERS! 25 Stand out, add more color to your writing, and grow sales.

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Want Free Copy?

1

Copywriting: Get Results! By Angela Murphy

SECRETS TO

COPYWRITING

THAT SELLS

WITH BEFORE AND AFTERS!

25Stand out, add more color to your writing, and grow sales.

Copywriting: Get Results! Written by Angela Murphy

A JustPositionIt!TM Publication

All rights reserved. No copying, reproduction, or distribution of any type in any media online or offline is permitted unless permission has been provided in writing by JustPositionIt!TM Consulting.

The ideas, content, and principles in this book are provided on an advisory basis only. Results of application are entirely dependent on the abilities of individual companies or individuals.

No guarantee is made regarding earnings, financial, or any other outcomes. Any and all forward-looking statements are intended to express an opinion only of any earnings potential. Many factors will be important in determining your actual result and no guarantees are made that you will achieve any results from the ideas and techniques in this material.

The author assumes no responsibility or liability whatsoever on behalf of the reader of these materials. JustPositionIt!TM Consulting offers no representation, warranties, or guarantees verbally, in writing, or otherwise regarding specific earnings or results. Results for each person may vary significantly.

The advice and copywriting strategies provided may not be suitable for your situation. JustPositionIt!TM Consulting shall not be held liable for any loss of profit, revenue, or any commercial damages, including but not limited to special, incidental, consequential, or other damages as a result of this publication. The ideas provided are meant to help you think differently about yourself, your product, service, marketing, or brand. If you’d like a full consultation for your particular purpose, please request one. JustPositionit!TM Consulting does not provide legal advice. Please consult with your own or your company’s own marketing, legal, or compliance department(s) before using any materials, copy, suggestions, or marketing ideas provided.

Copywriting: Get Results!

The Importance of Copywriting to Your Messaging Strategy

If you think about it, messaging drives absolutely everything; including an employer’s memo delivering news about a merger to its employees, the announcement of a new product, a social media post, a bylined article, an advertisement, an email promoting a sale, the sticker label on fruit, and TV commercials. Everything is driven by messaging, and here’s a secret…

Copywriting is the lifeblood of your messaging, and messaging is the lifeblood of your brand.

Finding the perfect words can be hard, but the right ones and the right “justpositionINGit” (smile) can make a world of difference on your engagement, leads, and bottom line.

There are always ways to add an extra boost to copy to make it colorful and irresistible. Think about the audience, and cater to what will drive them to take action. It could be the difference between a yes or a no, a winner or a lemon, and two or 20 million.

The #1 way to drive more

action, sales, and results with your copy is to tap into the emotions of your readers.

This Copywriting: Get Results! guide features 25 outstanding before and after examples and secrets to help you make your copy sizzle.

And…these are ACTUAL “before” statements from various businesses!

Messaging and copywriting are like a hand and glove— they are intricately linked.

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2

Product or Service: Home goods (e.g., laundry detergent, toilet tissue, paper towels, etc.)

Before Statement: Get Stuff. Done.

How About This: Your one-stop to everything home.

Copywriting: Get Results!

1TIP TO REMEMBER

Anytime you’re selling goods related to a person’s home, try to tap into the emotion and sentimentality of that. Home is where the heart is.

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3

Product or Service: Handyman tools

Before Statement: Quality tools at ridiculously low prices.

How About This: Be the hero and fix anything.

Copywriting: Get Results!

2

TIP TO REMEMBER

Who wouldn’t love to be a hero (especially men)? Tap into the ego.

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4

Product or Service: Premier meats

Before Statement: Gourmet dinners for every family.

How About This: You don’t have to travel to New York to get the best steaks.

Copywriting: Get Results!

3 TIP TO REMEMBER

Making things seem very easy is always a benefit for customers and clients.

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5

Product or Service: Hair salon

Before Statement: A great haircut starts with a great stylist.

How About This: A great you starts with a great haircut.

Copywriting: Get Results!

4 TIP TO REMEMBER

This before statement is all about the stylist. Make your headline about the customer, not YOU.

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6

Product or Service: Home organizational products (e.g., offices, closets, etc.)

Before Statement: Imagine your home, totally organized!

How About This: Get organized and love your home again!

Copywriting: Get Results!

5 TIP TO REMEMBER

Again, when it comes to your customers’ homes, tap into those emotions.

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7

Product or Service: Internet and broadband services

Before Statement: Reliable internet and phone service isn’t just an option—it’s a necessity.

How About This: Don’t get left in the digital dust—bundle and save!

Copywriting: Get Results!

6 TIP TO REMEMBER

Most people don’t like to feel left out or lose out on something. It’s a phenomenon called “loss aversion.”

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8

Product or Service: Heating and cooling solutions

Before Statement: Heating and air conditioning specialist.

How About This: Experience Miami in July or New York in December with the touch of a button.

Copywriting: Get Results!

7

TIP TO REMEMBER

Make it seem easy, easy, easy for your audience to get what they want!

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9

Product or Service: Home protection services

Before Statement: Free home security system!

How About This: Having eyes in the back of your head is now possible…for free!

Copywriting: Get Results!

8TIP TO REMEMBER

Fear is an incredible motivator. Show how your product or service can reduce anxiety.

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10

Product or Service: Cable provider

Before Statement: Save on the best in TV entertainment.

How About This: When it comes to entertaining, impress your friends with the best.

Copywriting: Get Results!

9

TIP TO REMEMBER

There’s a sense of pride that comes with inviting others over to your home to enjoy themselves. It can be personally very satisfying. This after statement is tapping into the ego and pleasure centers of that pride.

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11

Product or Service: Cellular provider

Before Statement: We have the highest overall customer satisfaction of all mobile carriers.

How About This: Does your mobile provider really make you happy? We can… and we have the customer ratings to prove it.

Copywriting: Get Results!

10TIP TO REMEMBER

Surveying your customers and clients is a wonderful way to gather nuggets (e.g., ratings, satisfaction scores, refer-ability, etc.) to use in your marketing.

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12

Product or Service: Hair care products

Before Statement: Get gorgeous hair with our product.

How About This: Be the show-stopper with your very own salon-in-a-bottle.

Copywriting: Get Results!

11

TIP TO REMEMBER

When it comes to beauty products, there are many ways to tap into the desire to be, well, desired. Being a show-stopper is an ego play for women.

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13

Product or Service: Gym membership

Before Statement: Run laps around your schedule. First month free.

How About This: Get attention, health, and longevity here…free.

Copywriting: Get Results!

12

TIP TO REMEMBER

At first I wasn’t quite sure what this before statement meant; it was confusing. When it comes to benefits, simple is usually better than clever. And an ego play with the “attention” can be a winner.

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14

Product or Service: Banking services

Before Statement: For all new customers, open a new checking account with direct deposit and get a $150 bonus.

How About This: Grow your brand new checking account by $150, free.

Copywriting: Get Results!

13TIP TO REMEMBER

It’s not necessary to be long-winded. Get to the point; people have very short attention spans. (Hello? Hello? Are you still reading?)

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15

Product or Service: Microsoft® Excel Training

Before Statement: Think you know everything about Excel? Think again!

How About This: Get smarter about Excel and cut task times in half!

Copywriting: Get Results!

14 TIP TO REMEMBER

People like to feel smart.

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16

Product or Service: Email data hygiene services

Before Statement: Leveraging email to connect you with your customers and prospects to drive marketing results!

How About This: Dispose of bad data and expose your most engaged customers.

Copywriting: Get Results!

15

TIP TO REMEMBER

Again, there’s no need to use too many words to describe your product or service. In the headline, get to the point quickly.

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17

Product or Service: Lingerie, gifts, pleasure products, massage essentials

Before Statement: Find the lover in you.

How About This: Put the heat back in the air.

Copywriting: Get Results!

16

TIP TO REMEMBER

I wasn’t really sure what this before statement meant; it didn’t immediately resonate. Write to connect easily.

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18

Product or Service: Photography portraits

Before Statement: Make it Last.

How About This: Always remember.

Copywriting: Get Results!

17 TIP TO REMEMBER

When we take photos, we do so to remember the moment. Think about what you’re really selling. In this case, it’s memories.

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19

Product or Service: Dental services

Before Statement: $100 off dental services.

How About This: Smile brighter.

Copywriting: Get Results!

18

TIP TO REMEMBER

Remember what it is that you’re selling. People go to the dentist to have a nice smile they can feel confident about.

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20

Product or Service: Restaurant delivery services to homes

Before Statement: Order delivery today from the best restaurants in your neighborhood.

How About This: Get your favorite dinner served at your doorstep.

Copywriting: Get Results!

19TIP TO REMEMBER

Be sure to be obvious about the benefit. Ordering from the best restaurants in your neighborhood is great, but getting doorbell service from those restaurants is just sweet!

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21

Product or Service: Replacement windows

Before Statement: How much will new replacement windows cost me?

How About This: Brighten your home and save.

Copywriting: Get Results!

20 TIP TO REMEMBER

Again, when you are offering services that relate to the home, write to tap into the sentimentality and beauty of this “place of peace.”

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22

Product or Service: Office supplies

Before Statement: Gear up to finish the year strong.

How About This: We stock your office cost-effectively.

Copywriting: Get Results!

21TIP TO REMEMBER

So, I’m not sure exactly how office supplies help you finish the year strong—so keep it simple with a clear benefit.

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23

Product or Service: Nutritional supplements

Before Statement: Save up to 75% off plus free shipping.

How About This: Order your health; we’ll take care of the rest.

Copywriting: Get Results!

22TIP TO REMEMBER

At the end of the day, a product like nutritional supplements is all about health. Convey that simply.

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24

Product or Service: Kitchen appliances

Before Statement: Save $6,097 in free product and/or instant and mail-in rebates.

How About This: Use our special incentives and make your kitchen the conversation room.

Copywriting: Get Results!

23

TIP TO REMEMBER

Don’t be afraid to use double-meanings, sparingly though. Meaning one: People will be talking “about” your kitchen. Meaning two: People will be talking “in” the kitchen, likely about how beautiful it is.

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25

Product or Service: Plumbing services

Before Statement: Need a plumber?

How About This: Get your very own plumber at your beck and call.

Copywriting: Get Results!

24

TIP TO REMEMBER

Everyone wants an immediate solution at their fingertips, especially when it comes to plumbing emergencies.

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26

Product or Service: Community college

Before Statement: Celebrating 20 years of growing together.

How About This: Learn. Grow. Prosper. For life.

Copywriting: Get Results!

25TIP TO REMEMBER

Don’t we all want to prosper for life? Twenty years in business is great, but show how your product or service will impact the lives of your customers now and in the long run.

Summing It All Up What’s the real benefit?

When reviewing or writing copy, make sure it expresses the benefits as opposed to simply the features of your products or services, and tout an immediate life-changing, life-easing, benefit to the consumer.

A note about writing.Hey, who are we kidding here? Some people love to write, others not so much. Either way, even if you hate writing and don’t want to learn (yes, it takes years, as any craft does), at least be able to recognize great copy.

Copywriting: Get Results!

Want a Free Writing Sample?Free Copy Can Be Yours. Yes, you read that right. I’m a big believer in try before you cry, just kidding (smile)! Seriously, I’ll write copy for you for FREE!

For a limited time, I’m offering free copywriting services through Ang’s Writing LabTM. I’ll give you up to 250 words for your next project—a flyer, sales letter, postcard, advertisement, an email, web copy…bring it on.

Get your free copy here—why wait? It’s free after all. Really, free.

Talk to you soon!

Ang

SPECIAL OFFER JUST FOR YOU

The advice and strategies contained herein may not be suitable for your situation. The editor shall not be held liable for any loss of profit, revenue, or any commercial damages, including but not limited to special, incidental, consequential, or other damages. The ideas outlined in this eBook are meant to help you think differently about yourself, product, service, marketing, or brand. If you’d like a consultation for your particular purpose, please request one. ©2015 JustPositionIt! All Rights Reserved.

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