The art of good copy session 2 the nitty gritty. By Sara Lovelady.
THE ART OF GOODCOPYThe Nitty Gritty
The AIDA Formula1. Attention2. Interest3. Desire4. Action
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.
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
The most important question inmarketingWhat’s in it for me?
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
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”
Make your copy easy to read•Use simple words•Use short sentences•Use short sections•Use subheads•Use bullets
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.
Get specificShare as much detail as you can to createan aura of specialness and exclusivityaround your brand.
The power of testimonialsReal words written by real customersHave third-party credibility
Writing package copyShort and sweetEmphasize benefits, not featuresReflect your brand personality
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
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