janette lonsdale talks about copywriting with barry coziahr on the real live marketing podcast
DESCRIPTION
Content strategist and writer, Janette Lonsdale, talks to Barry Coziahr about copywriting on his Real Live Marketing podcast. These are the slides, to listen to the podcast, go here: https://soundcloud.com/barry_coziahr/06-the-one-about-copywriting-feat-janette-lonsdale-1TRANSCRIPT
JANETTE LONSDALE TALKS
WITH BARRY COZIAHR
THE REAL LIVE MARKETING PODCAST
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HOW DO YOU DEFINE
COPYWRITING?
Copywriting is a specialized writing technique designed to
persuade or influence someone to take a specific action.
• Buy
• Opt in
• Engage
Copywriting is used for marketing, advertising and sales
writing.
• Sales letters and brochures
• Websites, landing pages and email
• Ads and promotional videos
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HAS COPYWRITING
CHANGED?
The Internet has changed everything.
• 10 years ago it was all about print and broadcast, direct mail
and ads
• Today there are more channels. You can reach your audience
online
• Must write for web users who scan pages fast and read less
than 20% of the text.
• Your audience may wish to interact with you on multiple
devices.
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5 DON’TS OF
COPYWRITING
1. Errors. Proofread everything.
2. Use jargon. Use simple language so everyone can understand your message in an instant.
3. Write what you want. Instead find out what your audience wants to read.
4. Do the words last. Develop a content strategy for your message upfront. Plan before you write anything and before you design a website.
5. Do-it-yourself. Your time is valuable and it is unlikely anything you write will perform as well as content written by a professional who has studied what works. Communicating your marketing message may be the most important thing you do for your business. This is not the place to penny pinch!
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DUMP THE JARGON.
IT IS CONFUSING.
Which sentence is easier to understand?
A: “As part of the electronic delivery strategy the vision to enable
customers to transact low face value commoditized financial
market instruments electronically and seamlessly.”
B: “Customers can transfer money electronically for a reasonable
price.”
Credit: Death Sentences Don Watson
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CAN COPYWRITING
ATTRACT LEADS?
Customers
Purchase
Evaluation
Awareness
AWARENESS
Attract prospects
with a blog that
answers their
questions.EVALUATION
Help leads pick
you with case
studies, reports,
sales FAQs and
multi-touch lead
nurturing such as
email marketing.
PURCHASE
Make buying
decisions easy with
product spec.
sheets, sales offers,
landing pages and
sales letters.
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WHY HIRE A PRO
COPYWRITER?
1. Opportunity cost. Your time is valuable and your message
needs to be heard.
2. Web is a competitive environment.
3. Pros are trained and they can dramatically increases your
odds.
4. Good copy increases engagement and traffic.
5. Reader advocate/perspective.
6. External view.
7. Accuracy and consistency increases credibility.
8. Can use keywords seamlessly.
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RESOURCES
“Letting go of the Words” BY Ginny Redish
“Content Marketing. Think like a publisher – How to Use Content
to Market Online and in Social Media” BY Rebecca Lieb
“Start with Why” BY Simon Sinek
“BrainFluence. 100 ways to persuade and convince consumers
with neuromarketing” BY Roger Dooley
“Influence The Psychology of Persuasion” BY Robert B. Cialdini
“The Ultimate Sales Letter” BY Dan S. Kennedy
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“Content is where I expect much of the
real money will be made on the Internet,
just as it was in broadcasting. …
Those who succeed will propel the
Internet forward as a marketplace of
ideas, experiences, and products—a
marketplace of content.”
1996, Bill Gates
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“Every two days we create as
much information as we did from
the dawn of civilization up
until 2003.”
Google CEO Erick Schmidt Techonomy Conference, California, 2010