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