how to start writing webcopy
TRANSCRIPT
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S T E P - B Y - S T E P S T R A T E G I E S O N H O W T O O V E R C O M EM E N T A L B L O C K S
HOW DO I START
WRITING MY WEBCOPY?
Bianca-Marieta BudauFreelance Copywriter
www.biancamarieta.com
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HI, AWESOME!
I’m Bianca Marieta, the writer behind this presentation.
I started writing professional online texts when I was 18 (theCambridge diploma I have and the BA in ForeignLanguages helped a lot!).
So I’m a self-trained online writer… I’ve been writing textsfor the internet for 4 years now – and love every second ofit!
Find out more about me at www.biancamarieta.com.
See you there!
Love,Marieta
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CHOOSING YOUR ARRAY OF
WORDS
• Write short sentences & use common words.
• Avoid:• Corporate speak
• Right brain words
• Buzzwords
• Cliches
• Avoid pretty (pretty good), very (very impressive), quite (quitegood)
• Use the Flesch Reading Ease test. A good score starts at70+ points.
• Use SEO Yoast plugin to analyse your text’s readabilityscore.
• Use Microsoft Word as an alternative.
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HOW DO YOU WRITE A KILLER
HEADLINE?
• Answer to What’s in it for me?
• Identify a problem; include at least one benefit
• Use numbers and Tops
• Write How To titles for tutorials
• Write titles inspired from personal experience
• Ask questions
• Promise pleasure
• Avoid pain
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CRAFTING THE 1ST PARAGRAPH
• The first paragraph is the most important.
• It can start with one/a series of question(s), or…
• …with a lead sentence:
• Should be short
• Should be inciting
• Should be surprising to the reader
• Asks for continuation
•The 1st paragraph:• Briefly presents both the problem and the solution
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INTRODUCE YOUR UNIQUE
OFFER
• What makes your solution unique?
• How is your product/service different from someoneelse’s?
• Your solution should be:• Clear
• Concise
• Unique
•
Irresistible
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INSERT TESTIMONIALS
• 70% of people buy based on recommendations
made by friends and family members
• Self-advertising brings the distrust of 90% ofconsumers!
• Testimonials are the best type of advertising;
nothing beats word-of-mouth recommendations.
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ADDING GUARANTEES
• Add guarantees, bonuses and free gifts
• They reduce friction
• Guarantees eliminate buyers’ fears (they are great
for first-time buyers)• Guarantees are proof of professionalism from your
part
• Free gifts and bonuses are a pleasant surprise which
contribute to convincing people to buy
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INSERTING THE PRICE
• Price does not equal cost.
• COST = Fear + Effort + Confusion + Price
• Price can either be perceived as positive or as
negative.• Introduce positive surprises to reveal price in a positive way:
• Free trials
• Savings
• Discounts
• Guarantees
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DESIGN THE OPTIN FORM
• A good optin form with an irresistible hook (a freegift in return for an email address) is a great way ofkeeping in touch with prospects
•
Send at least one email newsletter per week • Don’t send salesy emails; focus on offering value to
your audience
• Put the optin form on your Home page and on your
Blog• DON’T put in on your Landing Pages.
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WRITING THE CLOSE
• Include a sense of urgency
• Time-limited offer
• Stock-limited offer
•
Include at least one CTA• Spend time designing the CTA of your “Buy”
buttons:
• Give me my free trial now
•
Get instant access to [x] now• Yes, I want my [x] now
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BONUS1: HOW LONG SHOULD
YOU MAKE THE COPY?
As seen on Marketing Experiments
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DO’S & DON’TS
• Give compelling promise early in the copy
• Create expectation in the beginning
• Write in the 1st person
• Tell your audience who you are & where you comefrom
• Ask an opening question
• Don’t give your promises in bulks; instead, offer
them in chunks
• Don’t talk about price too soon
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