Danny Iny - Copywriting

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Lifecycle Marketing Track - ICON14

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Danny Iny - Copywriting

  1. 1. The Ultimate Event for Small Business Success. Danny Iny CEO of Firepole Marketing @DannyIny Slaying the Big Bad Copywriting Dragon Writing Copy that Converts through the Customer Lifecycle
  2. 2. The Ultimate Event for Small Business Success.
  3. 3. The Ultimate Event for Small Business Success. It started on a plane to Chicago (Partnering with Us) 4-steps and 12-months to $250K/year [REPLAY] Too much email? Sent on day 5, 36.5% open rate Sent on day 17, 27.8% open rate Sent on day 28, 30.8% open rate
  4. 4. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: Copy isn’t effective because of the words, but rather because of the relationships. via @DannyIny
  5. 5. The Ultimate Event for Small Business Success. Thank you Bhoomi!
  6. 6. The Ultimate Event for Small Business Success.
  7. 7. The Ultimate Event for Small Business Success. 5 Myths of Writing Compelling Copy
  8. 8. The Ultimate Event for Small Business Success. Myth #1: “The Wizard”
  9. 9. The Ultimate Event for Small Business Success.
  10. 10. The Ultimate Event for Small Business Success.
  11. 11. The Ultimate Event for Small Business Success.
  12. 12. The Ultimate Event for Small Business Success. Myth #2:
  13. 13. The Ultimate Event for Small Business Success.
  14. 14. The Ultimate Event for Small Business Success.
  15. 15. The Ultimate Event for Small Business Success.
  16. 16. The Ultimate Event for Small Business Success.
  17. 17. The Ultimate Event for Small Business Success.
  18. 18. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: You can’t train customers as if they were dogs! via @DannyIny
  19. 19. The Ultimate Event for Small Business Success. Day 1 Day 3 Day 5 Day 7 Day 9 Welcome + Orientation (1,300 words) Book, Manifesto, Reports (360 words) Our Core Values (960 words) Key Blog Content (530 words) Please Unsubscribe PSA (320 words)
  20. 20. The Ultimate Event for Small Business Success. Day 11 Day 14 Day 17 Day 21 Day 28 Podcast + Reviews (290 words) Announce Q&A Emails (510 words) Webinar Replay Invitation (390 words) Do you have a question? (150 words) Too much email? (370 words)
  21. 21. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: Opening your emails isn’t enough; they should *resonate* with your message. via @DannyIny
  22. 22. The Ultimate Event for Small Business Success. Myth #3: “The Sales Letter”
  23. 23. The Ultimate Event for Small Business Success.
  24. 24. The Ultimate Event for Small Business Success.
  25. 25. The Ultimate Event for Small Business Success. Jeff Walker
  26. 26. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: The “sideways sales letter” runs across the entire customer lifecycle! via @DannyIny
  27. 27. The Ultimate Event for Small Business Success.
  28. 28. The Ultimate Event for Small Business Success. Expertise TrustRapport Authority Help When I’m ready to sell, they’re already mostly sold.
  29. 29. The Ultimate Event for Small Business Success. Myth #4: The Linear Lifecycle
  30. 30. The Ultimate Event for Small Business Success.
  31. 31. The Ultimate Event for Small Business Success. Who’s heard of Tesla?
  32. 32. The Ultimate Event for Small Business Success. Who thinks they’re awesome?
  33. 33. The Ultimate Event for Small Business Success. Who’s told friends and family?
  34. 34. The Ultimate Event for Small Business Success. Who actually OWNS one?
  35. 35. The Ultimate Event for Small Business Success.
  36. 36. The Ultimate Event for Small Business Success. “Ladder of Engagement” Uninterested, skeptical stranger Loyal, engaged evangelist
  37. 37. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: Build engagement through escalating cycles of investment and reward. via @DannyIny
  38. 38. The Ultimate Event for Small Business Success. How do people invest? Uninterested, skeptical stranger Loyal, engaged evangelist
  39. 39. The Ultimate Event for Small Business Success. Uninterested, skeptical stranger Loyal, engaged evangelist Attention TimeEnergy PassionHopes Dreams
  40. 40. The Ultimate Event for Small Business Success. Uninterested, skeptical stranger Loyal, engaged evangelist ...and yes, they invest Money, too!
  41. 41. The Ultimate Event for Small Business Success. You can ask for... Time and attention Visit and read Think and reply Download and listen Register and attend Click and buy!
  42. 42. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: Every email is an opportunity for your audience to invest in the relationship with you! via @DannyIny
  43. 43. The Ultimate Event for Small Business Success. Why don’t people do it? Why are people AFRAID to email their audiences?
  44. 44. The Ultimate Event for Small Business Success. Myth #5: “People Hate Email”
  45. 45. The Ultimate Event for Small Business Success.
  46. 46. The Ultimate Event for Small Business Success. January 2014 = $500K in gross sales 836,838 emails ~21,400 people 39 emails/person (On AVERAGE!)= Nobody complained, or unsubscribed.
  47. 47. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: Most marketers fundamentally believe that people hate email. But it’s not true. via @DannyIny
  48. 48. The Ultimate Event for Small Business Success. Source = Hubspot (http://bit.ly/1nhzGMj)
  49. 49. The Ultimate Event for Small Business Success. Source = Eloqua (http://bit.ly/1eyItEc)
  50. 50. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: People don’t hate email, they just hate BAD email. So write better email! via @DannyIny
  51. 51. The Ultimate Event for Small Business Success. Attention Time Energy Passion Hopes Dreams Money
  52. 52. The Ultimate Event for Small Business Success. ...people actually LIKE email... ...the lifecycle isn’t linear... ...the sales letter isn’t that important... ...because it’s not about the words... ...so you don’t have to be the Wizard! And then you’ll see that...
  53. 53. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: To win the copy game, earn trust before you need it! via @DannyIny
  54. 54. The Ultimate Event for Small Business Success. “How am I doing?” (and reply to every response!)
  55. 55. The Ultimate Event for Small Business Success. Questions? danny@firepolemarketing.com
  56. 56. The Ultimate Event for Small Business Success.
  57. 57. The Ultimate Event for Small Business Success.
  58. 58. The Ultimate Event for Small Business Success. #CopyDragon Key Insight: To win the copy game, earn trust before you need it! via @DannyIny

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