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The art of good copy session 2 the nitty gritty. By Sara Lovelady.
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The art of good copy session 2 the nitty gritty. By Sara Lovelady.

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Slide presentation for The Art of Good Copy, presented by Sara Lovelady of Wordgirl at the Handcrafted Soapmakers Guild Annual Conference. Session 2.

Slide presentation for The Art of Good Copy, presented by Sara Lovelady of Wordgirl at the Handcrafted Soapmakers Guild Annual Conference. Session 2.


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Transcript

  • 1. THE ART OF GOODCOPYThe Nitty Gritty
  • 2. The AIDA Formula1. Attention2. Interest3. Desire4. Action
  • 3. What makes a goodheadline?•The goal of a headline is to make thereader stop and pay attention.•The best headlines either promise thereader a benefit or imply one.•They also need to convince the consumerto read the rest of the copy.
  • 4. Types of Headlines1. The Direct Headline2. The Indirect Headline3. The News Headline4. The How-to Headline5. The Question Headline6. The Command Headline7. The Reason Why Headline8. The Testimonial Headline
  • 5. The most important word inmarketing YOU!
  • 6. The most important question inmarketingWhat’s in it for me?
  • 7. Why use a conversationaltone?•It puts the reader at ease•It sounds like conversations they’re having inreal life•It’s clear•It doesn’t sound like your seventh grade Englishteacher
  • 8. What makes copyconversational?You the “you” formUse active verbs instead of passive verbsUse contractionsBreak grammatical rules:•Use sentence fragments•End sentences with prepositions•Start sentences with conjunctions like “and” or “but”
  • 9. Make your copy easy to read•Use simple words•Use short sentences•Use short sections•Use subheads•Use bullets
  • 10. Tailor your copy to youraudienceConduct Twitter searches on keyword phrases.Go to the Facebook pages of more establishedsoapmakers.Listen to what people tell you about theirexperiences with your soaps and other soaps.
  • 11. Get specificShare as much detail as you can to createan aura of specialness and exclusivityaround your brand.
  • 12. The power of testimonialsReal words written by real customersHave third-party credibility
  • 13. Writing package copyShort and sweetEmphasize benefits, not featuresReflect your brand personality
  • 14. Writing brochure copy•Relate to prospect’s needs•Point out problems with current products•Describe what product is and why readershould be interested•List product features and benefits•List proof of benefits•Include call to action
  • 15. Writing website copyEvery website should have at least four basic pages:1. Homepage2. About Us3. Products page4. Contact pageOptional pages:1. FAQs2. Links to articles3. Blog