learn seo copywriting...•the formula is the basis for all great seo ... •how to master snapchat...
TRANSCRIPT
![Page 1: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/1.jpg)
This is video 2.1 in the online course:
Learn SEO Copywriting
Module 2:Structuring & writing effective
SEO content
![Page 2: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/2.jpg)
What we’ll cover in this session
• How to write SEO copy for specific areas
• Top formulas for writing SEO copy
quickly
• How to adapt them to any business
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The art of persuasion
![Page 5: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/5.jpg)
Influence
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Searchers ask Google for help
![Page 7: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/7.jpg)
Copywriters solve those problems
![Page 8: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/8.jpg)
Copywriters seek to
• Answer questions consumers have
• Create content that builds trust
– Click on the link
– Read the title and meta description
– Read the blog
– Buy our service
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500+ factors
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Copywriters seek to
• Tell people what’s in it for them
• Motivated by self-interest
• Competitive environment
• Hundreds of others to choose from
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How do we get their attention?
![Page 15: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/15.jpg)
How do we get their attention?
![Page 16: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/16.jpg)
![Page 17: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/17.jpg)
The writing success cycle
Increase your
confidence
Write more easily
Write more quickly
Write more often
Make more sales
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![Page 19: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/19.jpg)
7-point structure for writing anything
• Headlines
• Websites
• Meta tags
• Image file names
• Links/anchor text
• Emailers
• Brochures
• Advertisements
• Blogs
• Newsletters
![Page 20: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/20.jpg)
Why use this template?
• Gives you a starting point – a ‘way in’
• Helps overcome procrastination and
writer’s block
• The formula is the basis for all great SEO
copywriting
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Why use this template?
• Delivers a better result than ‘flying blind’
• Overcomes the need to ‘be creative’
• Can write any component at any time –
no need to write it in any order
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One component at a time
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1. Headline
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Headlines matter
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Headline formulas
1. How to/Learn how to/Here’s how to
2. Ask a question
3. Numbers
4. Quick and easy
5. Attention…(target market)
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Look to the past
• Some things never change
• Don’t reinvent the wheel
• Formulas have been around for a long
time
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Compare the two
• ‘A strange experience saved me
from bankruptcy’
• ‘How a strange experience saved me
from bankruptcy’
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Top 10 reasons why people buy
1. Make money
2. Prevent losing money
3. Save time
4. Avoid effort
5. Attract others
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Top 10 reasons why people buy
6. Escape physical pain
7. Prevent stress
8. Gain praise or recognition
9. Protect the family
10. To have peace of mind
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So what, who cares
• Identify the inner monologue that
consumers have about your product
• Why this
• Why you
• Why now
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Find out what problem needs solving
• Wouldn’t it great if …?
• Fill in the blanks based on the target
audience
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Wouldn’t it be great if…
• …one of the cars driving past could give
us a ride and we would pay them for the
privilege?
• Answer: Uber
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Wouldn’t it be great if…
• … we could take a photo, see it for 10
seconds and delete it?
• Answer: Snapchat
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Wouldn’t it be great if…
• … there was a website that helped me
compare insurance policies so I could
get the best deal?
• Answer: iSelect.com
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Wouldn’t it be great if…
• … I could raise money directly for
someone close to me?
• Answer: GoFundMe.com
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Wouldn’t it be great if…
• … I could find a local, trusted, cost-
effective tradesman to help me with odd
jobs around the house?
• Answer: Airtasker.com
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Target audience
• First year students arriving in Australia
to study at university
• What are their needs?
• Make friends?
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What problem are we solving?
• How would they finish this sentence?
– ‘Wouldn’t it be great if we….
– …could meet new friends at university
within the first few days?’
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Go broad
• Insert the audience you’d like to gain the attention of: students
• Go broad to capture as many people as possible
• How students can meet new friends on their first day of university
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Next, niche it down
• How international students can meet
new friends on their first day of
university
• More niche?
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Next, niche it down
• How Chinese-speaking students can
meet new friends on their first day of
university
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Next, niche it down
• Even narrower target market?
• How gay and lesbian Chinese-speaking
students can meet new friends on their
first day of university
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Creating headlines is easy
• Establish the problem you’re solving and
then put a formula in front of it
• The more specific the problem, the
more niche your headline becomes
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How ‘long tail’ do you want to go?
• Choose how ‘niche’ you’d like to go
• Example: Snapchat marketing
consultant
• How to master Snapchat
• How to master Snapchat marketing
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Snapchat marketing consultant
• How to master Snapchat marketing in
10 days
• How to master Snapchat marketing in
10 days - even if you’ve never used it
before
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Formula to write ‘how to’ headlines
• How to + Action + Keyword + Promise
• How to + learn + classical guitar + in 1
week
• How to learn classical guitar in 1 week
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Formula to write ‘how to’ headlines
• How to + manage + difficult staff +
without getting angry
• How to manage difficult staff without
getting angry
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Long tail
How to get into University
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Long tail
How to get into University (even if you failed Year 12)
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Long tail
How to get into Harvard University
(even if you failed Year 12)
![Page 52: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/52.jpg)
Adapt it to suit
• Nominate the problem you solve
• Add the formula
• Use conversational language
• Write as you speak
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Adapt it to suit
How to get rid of
the muffin top
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Adapt it to suit
Here’s how I scored
a big, fat raise
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4. ‘Ask A Question’ headline
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Adapt it to suit
Do you make these 3 mistakes when
choosing a web developer?
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Can I fail high school and
still study at an
Australian University?
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Choosing a life partner:
The 10 crucial questions
you need to ask
(before you marry them)
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Did you know that hot yoga is
more popular than Pilates?
Here’s why …
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5. Numbers headlines
• Number + Adjective + Verb + Keyword + Promise
• 5 + foolproof ways to + cook a + dinner + for 10 people
• 5 foolproof ways to cook a dinner for 10 people
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Using formulas
• Number + Adjective + Verb + Keyword + Promise
• 3 + simple hacks to + learn + coding + in 5 minutes
• 3 simple hacks to learn coding in 5 minutes
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Niche it down
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Adapt it to suit
3 big mistakes
teenagers make when
drinking alcohol
(for the first time)
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30 questions to ask
before buying
flat-pack kitchens
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3 ways to tell
if the fish you
buy is fresh
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5 powerful reasons
why children aged 5
should get an annual
hearing check-up
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6. Quick and Easy
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Adapt it to suit
A quick and easy way to lose weight
(without dieting)
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Adapt it to suit
3 quick and easy ways to
wallpaper a room
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Tips for numbers in headlines
1. Use a zero in the number - 10, 20, 30
or an odd number - 3, 7, 9, 101
2. 3 and 7 are the best numbers to use for
short lists
3. Use digits rather than words
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Tips for numbers in headlines
• Place the number at the head of the
sentence
• ‘5 ways to reduce anxiety and stress’
• ‘How to reduce anxiety and stress in 5
ways’
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Tips for numbers in headlines
• Use low numbers for simple products
• Use high numbers for complex products
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7. Attention…(target market)
• Put the target market in the headline
• Instantly attracts their attention
• Can also use ‘Warning: ….’
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Attention: Accountancy graduates
Here’s a fast way to get a
high-paying job
with KPMG
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Adapt it to suit
Attention: Divorced dads
Are you feeling down?
Need someone to talk to?
Call Lifeline…
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Headlines matter
1. How to/Learn how to/Here’s how to
2. Ask a question
3. Numbers
4. Quick and easy
5. Attention…(target market)
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2. Image
• High SEO value – add an image if
possible
• Of you or staff
• Icons/graphics of what you offer
• Premises
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2. Image
• The product
• Location/map
• Imagery
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3. Sub headline
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Use headline formulas
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Should be longer than the headline
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4. Features and benefits
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WIIFM
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Cut through the clutter
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Case study
• Writing copy that changes behaviour
• What’s in it for the target market?
• Client: Owners Corporation Manager
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Don’t leave
your bike in
the foyer.
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Please don’t
leave your
bike in the
foyer.
Thank you.
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Don’t leave
your bike in
the foyer.Three bikes were
stolen from here last
night.
Lock it in the bike cage
to prevent theft.
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Don’t leave
your bike in
the foyer.If someone trips over
and hurts themselves,
you could be sued. It’s
happened before.
Store it in the bike
cage. Thank you.
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Here’s why we don’t sell features
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What am I?
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Toothpaste: Sodium Fluoride
• Also used in:
– Rat and cockroach poison
– Anaesthetic, psychiatric drugs and Sarin
nerve gas
Source: www.downwithbasics.com
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Feature
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Benefit
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5. Testimonials
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Show as many as you can
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Which testimonial has more credibility?
• ‘It was the best course I have ever done.’
– T.P. Thomastown
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Which testimonial has more credibility?
• ‘It was the best course I have ever done.’
– Tim Pine, CEO, Startup Technologies,
Thomastown, VIC.
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The devil is in the detail
Bad:
• We have been in business
for decades, have won
many awards and work
with Fortune 500 clients.
Good:
• We have been in business
for 17 years, have won the
KPMG Best Business
Award and the EY StartUp
Award. Our clients include
Google, Apple and
Facebook.
![Page 132: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/132.jpg)
Videos are best
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6. Offer
• Provide a point of difference
• Create urgency - include time limit
• Can be free/conditional - add the $ ‘value’
• Use in meta descriptions, landing pages etc
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7. Call to action (CTA)
• Don’t assume people know how to buy
• Make it easy
• Give them ‘steps’ to follow
• Be succinct
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Be specific
![Page 144: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/144.jpg)
Example of the 7 steps in action
![Page 145: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/145.jpg)
Headline
F & Bbody copy
Call to action
Social proof
Social proof
Image
Offer
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![Page 147: Learn SEO Copywriting...•The formula is the basis for all great SEO ... •How to master Snapchat •How to master Snapchat marketing. Snapchat marketing consultant •How to master](https://reader035.vdocuments.us/reader035/viewer/2022081521/5e57612801f6dc58210cdf9a/html5/thumbnails/147.jpg)
This is video 2.1 in the online course:
Learn SEO Copywriting
Module 2:Structuring & writing effective
SEO content