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[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Marketers and Copywriters

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Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’

Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.

Published in: Marketing
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[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Marketers and Copywriters

  1. 1. The Science of Screenwriting for Online Marketers and Copywriters by Amy Harrison
  2. 2. Copywriting is like scriptwriting… Similar elements are used again and again to tell different stories.
  3. 3. What happens if you copy someone else’s story WITHOUT putting your own stamp on it?
  4. 4. You don’t want to be a crappy sequel
  5. 5. How do you know if you’re telling the same story as everyone else? You see everyone else telling your story...
  6. 6. @Harrisonamy
  7. 7. Track time and expense Powerful software Powerful features Powerful reports Easy-to-use @Harrisonamy
  8. 8. 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
  9. 9. @Harrisonamy
  10. 10. @Harrisonamy
  11. 11. Powerful software Powerful features Powerful reports Easy-to-use @Harrisonamy
  12. 12. Howtousethisinyour copy {Thing customers love} + {Thing customers love} = {Umbrella Term} Or {Umbrella Term} because {Thing customers love} + Thing customers love}
  13. 13. 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.
  14. 14. Does your copy have the “Movie Trailer Effect?” (Don’t bury the highlights)
  15. 15. @Harrisonamy
  16. 16. @Harrisonamy
  17. 17. IT Support in 60 M inutes or Less (Yes, E ven if You N eed us O n- Site) The fast and friendly service for businesses in the South E ast
  18. 18. Howtotell astoryYOURcustomerslove 1.Surveys 2.Symptoms 3.Spying @Harrisonamy
  19. 19. Surveys “If I’daskedpeoplewhat theywanted, theywouldhavesaidfaster horses” HenryFord @Harrisonamy
  20. 20. Surveys “If I’daskedpeoplewhat theywanted, theywouldhavesaidfaster horses” HenryFord (maybe,maybenot) @Harrisonamy
  21. 21. @Harrisonamy
  22. 22. @Harrisonamy
  23. 23. Surveys 1.Challenges 1.Questions @Harrisonamy
  24. 24. Challenges @Harrisonamy “Billing clients is a nightmare but I haven’t got time to learn a brand new system” “We have so many services and pricing structures I don’t know how we’d bring it together without spending a lot of money.”
  25. 25. Questions @Harrisonamy “Can I really find software that isn’t loaded with things I’ll never use?” “How many of my tasks can I truly automate? How can I stop doing so many manual chores?”
  26. 26. Howtotell astoryYOURcustomerslove 1.Surveys 2.Symptoms 3.Spying @Harrisonamy
  27. 27. “Issocial mediaworkingfor your business?” @Harrisonamy
  28. 28. Doyouget customersengagingwithyouonsocial media? Canyoutrackwhichsales comethroughsocial mediaactivities? Areyouspendingtoomuchtimeupdatingindividual accountswiththesamecontent?
  29. 29. 7Symptomprompts @Harrisonamy
  30. 30. Say goodbye to too bright lights, unflattering mirrors and the agony of clothes on, clothes off, clothes on again, different size, clothes off again. The squeezing, the stretching, contortions, exhaustion… End your changing room nightmare today.
  31. 31. See your child flourish from playroom pantomimes to their place in a West End musical
  32. 32. Howtotell astoryYOURcustomerslove 1.Surveys 2.Symptoms 3.Spying @Harrisonamy
  33. 33. Man 1: What do you do? MAN 2: What do you want me to do? MAN 1: I mean -- for a living. MAN 2: Why? So you can say. “Oh *that’s* what you do.’ -- And be a smug little shit about it? @Harrisonamy
  34. 34. Customer profile(external) Hotel-owners who want more leads and bookings so they can increase capacity.
  35. 35. Customer monologue(internal) “I hate how the hotel industry is dominated by big chains with no character. It kills me when customers tell me we’re so much better than other hotels, but that they found us by accident. How do I get more people like that? Hotel booking sites take too much money and I just don’t know how to compete online without a massive budget.”
  36. 36. Client casestudy Safe online social network for children Children upload and share artwork Used in schools Creators from around the world @Harrisonamy
  37. 37. @Harrisonamy 8hoursof interviewslater... Connecting families with the classrooms New friendships - shy children building confidence and getting involved Deeper understanding of diversity Art as a universal language - transcending time-zones Makes thinking visible Travelling the world, beyond their community, through art
  38. 38. Crappy sequel copy? ● Seen it elsewhere? ● Umbrella terms? Biggest Challenges Burning Questions The “Movie Trailer Effect” - Key Features: 7 Symptom prompts 1. Location 2. People 3. Emotions 4. Performance 5. Time 6. Money 7. Physical Customer monologue
  39. 39. @Harrisonamy

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