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SearchLove London 2016 | Amy Harrison | Stand out to YOUR Crowd: A Simple Framework for Customer-Driven Copywriting

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Customers aren’t just inundated with marketing messages, they’re inundated with the same messages. The result is people are learning to ignore what they’ve seen before. In this talk you’ll get a framework for writing copy that breaks through that noise, sounds different from competitors and, speaks to your customers’ desires while selling the value of what you do.

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SearchLove London 2016 | Amy Harrison | Stand out to YOUR Crowd: A Simple Framework for Customer-Driven Copywriting

  1. 1. Stand out to YOUR Crowd A Simple Framework for Customer-Driven Copywriting @Harrisonamy
  2. 2. Why should I choose you? @Harrisonamy
  3. 3. Why should Ichoose you? @Harrisonamy
  4. 4. How do you know if your copy is cheating on you? You see it hanging around other sites @Harrisonamy
  5. 5. @Harrisonamy
  6. 6. @Harrisonamy
  7. 7. @Harrisonamy
  8. 8. @Harrisonamy
  9. 9. @Harrisonamy
  10. 10. @Harrisonamy
  11. 11. Track time and expense Powerful software Powerful features Powerful reports Easy-to-use @Harrisonamy
  12. 12. Welcome to Broca’s area @Harrisonamy
  13. 13. We learn to ignore what we’ve seen before @Harrisonamy
  14. 14. Everyone is trying to cut through the clutter... @Harrisonamy
  15. 15. ...But it’s not just about being different @Harrisonamy
  16. 16. Track time and expense Powerful software Powerful features Powerful reports Easy-to-use @Harrisonamy
  17. 17. New features every month Start using in 10 minutes “Our employees actually use it” Google apps integration Synch across mobile and tablet devices Complex billing cycles @Harrisonamy
  18. 18. Best High-quality Innovative Efficient Max. potential Effective Leading Powerful Outstanding Easy-to-use Smart Comprehensive Easily manage All-in-one Passionate Committed
  19. 19. Sometimes copy cheats on you… With products from other industries @Harrisonamy
  20. 20. @Harrisonamy
  21. 21. @Harrisonamy
  22. 22. Powerful software Powerful features Powerful reports Easy-to-use @Harrisonamy
  23. 23. Best High-quality Innovative Efficient Max. potential Effective Leading Powerful Outstanding Easy-to-use Smart Comprehensive Easily manage All-in-one Passionate Committed
  24. 24. The problem with ambiguity @Harrisonamy
  25. 25. I’m passionate about clowns! Me too! @Harrisonamy
  26. 26. Great! Want to join me at the clown convention?! Oh… I’m not THAT passionate @Harrisonamy
  27. 27. Solving umbrella terms - qualify “We are currently going through our copy to eliminate all vague promises and replacing them with more specific ones. And the update. We asked for your views on the A/B-test we were running on our homepage. The variation produced an uplift on signups of around **% (also a **% drop in bounce rate). It seems the more specific above-the-fold copy is, the more visitors are drawn in to read more” Reino Meriläinen Isolta.com
  28. 28. Internal or external copywriting? @Harrisonamy
  29. 29. Internal or external copywriting? @Harrisonamy
  30. 30. Internal or external copywriting? 263.3% increase in click throughs @Harrisonamy
  31. 31. Internal or external copywriting? Things customers love Umbrella Term New features every month Powerful features 10 minute set-up with video tutorials Easy-to-use “Our employees actually use this one” Seamless integration Google apps integration Powerful features Complex billing cycles Saves time
  32. 32. Is there a disconnect between: What you KNOW What you SAY What your customer thinks you MEAN?
  33. 33. Instant pets!!?
  34. 34. “Caricatures shown not intended to depict Artemia”
  35. 35. Closing the gap
  36. 36. What about our time-tracking software makes it… Easy-to- use?
  37. 37. What about our time-tracking software makes it… Set-up, and send your first invoice in 10 minutes Track time after-the-fact Automatically log expenses just by snapping a pic of your receipts Easy-to- use?
  38. 38. What about our time-tracking software makes it… Set-up, and send your first invoice in 10 minutes Track time after-the-fact Automatically log expenses just by snapping a pic of your receipts Easy-to- use?
  39. 39. Internal or external copywriting? Things customers love Umbrella Term New features every month Powerful features 10 minute set-up with video tutorials Easy-to-use “Our employees actually use this one” Seamless integration Google apps integration Powerful features Complex billing cycles Saves time PromiseProof
  40. 40. 10-minute set-up, new features every month, the ability to handle complex billing cycles and integration with Google apps. [Product] is the powerful time-tracking software that’s also easy-to-use. @Harrisonamy
  41. 41. Don’t bury your value @Harrisonamy
  42. 42. BAKE SALE! Games * Raffle * CupCakes * Prizes * Fun! (Live music by Sir Paul McCartney)
  43. 43. @Harrisonamy
  44. 44. @Harrisonamy
  45. 45. What does highly- responsive mean? When their technician has finished his sandwich? The same sweet-time my last provider took? 5 minutes after I’ve lost clients through downtime?
  46. 46. IT Support in 60 Minutes or Less (Yes, Even if You Need us On-Site) The fast and friendly service for businesses in the South East
  47. 47. What does highly- responsive mean? Okay then!
  48. 48. How can we make sure the customer perspective is included in our copy?
  49. 49. Symptoms @Harrisonamy
  50. 50. Struggling to integrate data across different accounts, regions or countries? @Harrisonamy
  51. 51. Does it take weeks to get detailed reports from your worldwide retailers? Are you unable to compare international operations without further help from analysts? Are your analytics reports 3-400 pages long?
  52. 52. Weave into your copy: 1. Here’s what you may have recognised (symptoms) 2. This is what’s causing them (problem) 3. This is what you need (cure) 4. This is what is possible with the cure (results / contrast) @Harrisonamy
  53. 53. Symptoms Problem Cure Contrast Taking weeks to get detailed reports from worldwide retail operations Most software reports need analysts to make sense of the data and generate insights. Automated process Get a global perspective of operations quickly. Use that data to make decisions faster, act upon opportunities while competitors are still aggregating data. @Harrisonamy
  54. 54. Surveys @Harrisonamy
  55. 55. Surveys “If I’d asked people what they wanted, they would have said faster horses” Henry Ford @Harrisonamy
  56. 56. Surveys “If I’d asked people what they wanted, they would have said faster horses” Henry Ford (Maybe, maybe not) @Harrisonamy
  57. 57. Surveys 1.Challenges 1.Questions @Harrisonamy
  58. 58. Challenges “Billing clients is a nightmare but I haven’t got time to learn a new system” “We have so many pricing structures I don’t know how we’d bring it together without spending a lot.” @Harrisonamy
  59. 59. Questions “Can I really find software that isn’t loaded with things I’ll never use?” “How many of my tasks can I truly automate? @Harrisonamy
  60. 60. People want a transformation Not a transaction @Harrisonamy
  61. 61. No-one wakes up wanting to click a button
  62. 62. Well, maybe they do…
  63. 63. How Anchors and Visual Copy wake people up
  64. 64. Do I really need these?
  65. 65. ah…
  66. 66. Not Cool…
  67. 67. Not Cool…
  68. 68. Anchor (illustrate product performance) + Visual Copy (illustrate customer use)
  69. 69. Anchor Visual Copy
  70. 70. Wall Street Without The Wolves? The Jargon-Free Investment Firm That Fits in Your Pocket
  71. 71. Wall Street Without The Wolves? The Jargon-Free Investment Firm That Fits in Your Pocket Anchor Visual Copy
  72. 72. Fixing copy
  73. 73. What do they tell us? 2-day course Practical exercises Case studies Discussions Run by accredited trainers @Harrisonamy
  74. 74. Emotion doesn’t mean emotional
  75. 75. Reassuring Confident Peace-of-mind
  76. 76. Cheating copy? Umbrella terms What words and phrases show up on competitor sites? Proof Promise Symptoms Burying value? 1. Here’s what you may have recognised (symptoms) 2. This is what’s causing them (problem) 3. This is what you need (cure) 4. This is what’s possible with the cure (results / contrast) Survey results ● Challenges ● Questions Which features help What emotions do customers feel by using your product? What can they do after? (Blind bears?) Emotions What will make them feel this way? Transformation
  77. 77. harrisonamy.com writewithinfluence.com @Harrisonamy

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