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Joanna Wiebe, Copy 
Hackers 
YOUR 
PERSONALITY 
IS SHOWING
STOP 
SAYING nothing
STOP 
SAYING nothing
ü New 
ü Busy 
ü Bored 
ü Removed
COMPETENT EXCITED SOPHIST. RUGGE 
D 
SINCER 
E 
ü More likely to buy 
ü 3x more likely to recall
Predictability 
bores 
brains.
Say what your 
competitors 
won’t
MOFO
MOFO
MOFO
MOFO
"A PLAGUE UPON YOUR 
EPILEPTIC VISAGE!"
CASTIGATE 
DWINDLE 
CLANGOR 
SANCTIMONIOUS
“The artist, the painter, and 
the advertiser set a trap to 
catch your attention.” 
Marshall Mcluhan
“Make it sing.”
Polish isn’t sticky
“Save time 
and money”
“The future of 
_______ is here”
“Welcome to the 
new ______”
Jagged edges are sticky
DIFFERENT IS THE ONLY 
THING THAT STANDS OUT
123.9% more 
clicks to sign up
BOOBS
MOFO
OBVS!
Those 
are 
EXCUSES
SEO?
CRO?
B2B?
Boring2Boring
17.9% increase 
in video views
Be visible 
Get started with Flow 
Welcome to Flow 
Can I ask you something? 
39.6% 
open 
rate 
45.5% 
open 
rate 
54.0% ...
103% increase 
in engagement
Say what your 
competitors 
won’t
How to write 
non-sucky 
copy
1. Content audit 
2. “Voice of customer” 
3. 3AM
Do a competitor 
content audit. 1
How does my 
prospect talk?
How does my 
prospect want to 
talk?
Mine Amazon 
reviews for VO2C.
26% more 
leads
Humanize 
1. Sincere 
Honest, genuine, cheerful 
2. Competent 
Reliable, responsible, efficient 
3. Excited 
4. Sophistica...
The more people see 
themselves in you, 
the more they like you.
READERS 3 
WRITE FOR 3AM
It’s 3am 
1. Be clear. 
2. Use short words. 
3. Sprinkle in unexpected 
words. 
4. Break familiar patterns. 
5. Use short ...
BOOM
BOOM! This is how you get 
traffic… and convert it
104% OPEN RATE
How to write 
non-sucky 
copy
NO ONE 
GETS 
BONUS POINTS 
FOR BEING 
THE QUIETEST
JOANNA WIEBE 
COPY HACKERS
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014
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Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014

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Presented at Business of Software 2014. Joanna Wiebe, founder of CopyHackers. Joanna is sick of bland, dull copy - it's hurting your business and boring your customers. In this presentation she shows how to bring a bit of personality to your copy and make your messages much more memorable.

Essential if you want to communicate successfully with anyone outside your business.

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Writing non-sucky copy for websites, emails and newsletters. Joanna Wiebe at Business of Software 2014

  1. 1. Joanna Wiebe, Copy Hackers YOUR PERSONALITY IS SHOWING
  2. 2. STOP SAYING nothing
  3. 3. STOP SAYING nothing
  4. 4. ü New ü Busy ü Bored ü Removed
  5. 5. COMPETENT EXCITED SOPHIST. RUGGE D SINCER E ü More likely to buy ü 3x more likely to recall
  6. 6. Predictability bores brains.
  7. 7. Say what your competitors won’t
  8. 8. MOFO
  9. 9. MOFO
  10. 10. MOFO
  11. 11. MOFO
  12. 12. "A PLAGUE UPON YOUR EPILEPTIC VISAGE!"
  13. 13. CASTIGATE DWINDLE CLANGOR SANCTIMONIOUS
  14. 14. “The artist, the painter, and the advertiser set a trap to catch your attention.” Marshall Mcluhan
  15. 15. “Make it sing.”
  16. 16. Polish isn’t sticky
  17. 17. “Save time and money”
  18. 18. “The future of _______ is here”
  19. 19. “Welcome to the new ______”
  20. 20. Jagged edges are sticky
  21. 21. DIFFERENT IS THE ONLY THING THAT STANDS OUT
  22. 22. 123.9% more clicks to sign up
  23. 23. BOOBS
  24. 24. MOFO
  25. 25. OBVS!
  26. 26. Those are EXCUSES
  27. 27. SEO?
  28. 28. CRO?
  29. 29. B2B?
  30. 30. Boring2Boring
  31. 31. 17.9% increase in video views
  32. 32. Be visible Get started with Flow Welcome to Flow Can I ask you something? 39.6% open rate 45.5% open rate 54.0% open rate 27% more opens than Control
  33. 33. 103% increase in engagement
  34. 34. Say what your competitors won’t
  35. 35. How to write non-sucky copy
  36. 36. 1. Content audit 2. “Voice of customer” 3. 3AM
  37. 37. Do a competitor content audit. 1
  38. 38. How does my prospect talk?
  39. 39. How does my prospect want to talk?
  40. 40. Mine Amazon reviews for VO2C.
  41. 41. 26% more leads
  42. 42. Humanize 1. Sincere Honest, genuine, cheerful 2. Competent Reliable, responsible, efficient 3. Excited 4. Sophisticated 5. Rugged Daring, spirited, imaginative, up-to-date Glamorous, pretentious, romantic Tough, strong, outdoorsy
  43. 43. The more people see themselves in you, the more they like you.
  44. 44. READERS 3 WRITE FOR 3AM
  45. 45. It’s 3am 1. Be clear. 2. Use short words. 3. Sprinkle in unexpected words. 4. Break familiar patterns. 5. Use short sentences. Fragments, too. 6. Skip the parts your prospect skips.
  46. 46. BOOM
  47. 47. BOOM! This is how you get traffic… and convert it
  48. 48. 104% OPEN RATE
  49. 49. How to write non-sucky copy
  50. 50. NO ONE GETS BONUS POINTS FOR BEING THE QUIETEST
  51. 51. JOANNA WIEBE COPY HACKERS

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