We help small businesses succeed.

Justin MacDonaldManager of Customer ExperienceInfusionsoft

Founder – Authority Football

@jmacfusion @infusionsoft

How to Write CopyThat compels, converts, and creates cash

We help small businesses succeed.

Strategy

Tactic

Asset

Content

Tool

Skill

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Skill

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Skill

Tactic

Asset

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Tool

Skill

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Tool

Skill

Tactic

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Skill

We help small businesses succeed.

“How people [behave] correlates to how situations occur to them.”

Steve ZaffronThe Three Laws of Performance

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“How a situation occurs arises in language.”

Steve ZaffronThe Three Laws of Performance

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“Copywriting is simply writing to get people to do something you want them to.”- This Tai Chi Silhouette

Guy

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“If you get nothing else, get this: Make everything about your customer.”— casual, yet professional guy proving his success by having TWO laptops and faux stone walls

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Where to start?

Who is my audience?What is my purpose?

Copy x Audience = Outcome

We help small businesses succeed.

Copy x Audience = Outcome

(Copy) x (Accident Attorneys in CA) = (Click link to learn more)

What and how you write is shaped for whom you write and what action you want them to take.

“

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• Copy will be minimal• Call to Action will be early• Voice will be professional• Call to Action will be direct and

benefit-focused

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Write to Steve

Don’t write to a group of people.

• Know your Target Market• Know your Value Proposition• Know your Product Positioning• Know your Customer Avatar• Mine is Steve• Write to Steve, just to him.

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Voice

Content

Tone

Conventions

Fluency

Organization

6 Traits of Writing

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Voice• Be yourself, or the slightly cooler persona of yourself.

Content• Write solid content with strong ideas. Add VALUE.

Tone• Be appropriate for audience and context. It’s like the soundtrack to a movie scene.

Conventions• Represent yourself intelligently through proper grammar etc. (good conventions are like a

clean toilet…)

Fluency• Write pretty much like you speak so it flows like a human actually speaks and thinks.

(assuming you are a human)

Organization• Order your ideas logically to create a clear message, start to finish.

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Substance and StyleContent, Organization, Conventions Voice, Tone, Fluency

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If your copy content were a party, what would it be?

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Inverted Pyramid Concept

• If they only read one thing, will they have enough information to do something?

• Organizational technique used in journalism

• Each sentence exists to persuade reader to next sentence

• Allows you to simply cut the end

Most Important Stuff

Kinda Important

stuffLeast

Important Stuff

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To persuade

your reader

to read

the next

Every sentence you write has a SINGLE purpose

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“People read subject lines to determine what they should delete.”— This guy would know, look at all those devices. Can you imagine how many email addresses he has?

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Instant Clarity Headline/Subject Line

• Tells audience how your product benefits them

• Focuses on customer, not you or your product

• You don’t need all 3 parts every time

• Be clear, not clever

Formula = End result customer wants + Specific Period of Time + Address objections

Have a spotless-clean car every week for less than the cost of a tank of gas

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Solution-Focused Elevator Pitch

Maid Easy helps you live stress-free in your clean home without lifting a finger. Say goodbye to cleaning, say hello to “you time”. • Flexible scheduling to cater to your agenda• All-natural cleaning products to keep your family and

pets safe and healthy• White-glove inspection so you know it’s clean

Formula = Product name helps you do [task]. Say goodbye to [frustration] and hello to [benefit]. You get [Top 3 features and benefits for each feature]

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Testimonials

• Rearrange testimonial if needed• Use testimonials deliberately• Collect as many as possible• Use in marketing emails• Use on order forms• Use on landing pages

Formula = Specific end results or benefit customer received + Specific period of time + accompanied feeling + Person’s name and relevance

Coach Mac has turned my son John into a real quarterback, in an amazingly short amount of time, and I’m so proud of the young man he’s becoming under Coach Mac’s mentorship.

- Tim R. Father of 14-year old John.

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We help small businesses succeed.

Call to Action

Write an instant clarity headline.

Formula = End result customer wants + Specific Period of Time + Address objections