What is Copywriting? Advertising Techniques from Madmen

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Copywriter Perry Belcher Teaches You Advertising and Copywriting techniques he has used to create over $250,000,000 in winning direct response advertising campaigns.

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What is Copywriting? Advertising Techniques from Madmen

  1. 1. perry@nativecommerce.com 512-971-5049 (text first) “WHAT I’VE LEARNED 
 CREATING OVER 
 
 WORTH OF WINNING OFFERS” $250,000,000
  2. 2. 
 TRIPLES SALES” perry@nativecommerce.com 512-971-5049 (text first) That MADMEN OFFer formula The FOUR STEP
  3. 3. Digital Marketer
 Co-Founder Native Commerce
 Co-Founder Digital Retailers
 Association
 Co-Founder • Copywriter • Investor • Advisor • Singer • Fisherman • Foodie
  4. 4. they know more than we do. perry@nativecommerce.com 512-971-5049 (text first)
  5. 5. • research meeting • hook meeting • copy meeting • build meeting the ogilvy process
  6. 6. first know the rules perry@nativecommerce.com 512-971-5049 (text first)
  7. 7. “people buy things that make them feel better about themselves” perry@nativecommerce.com 512-971-5049 (text first) -David Ogilvy
  8. 8. “people buy things that move them 
 away from pain” perry@nativecommerce.com 512-971-5049 (text first) -tony robbins
  9. 9. “people buy things that tell others and reminds themselves who they are” perry@nativecommerce.com 512-971-5049 (text first) -perry belcher
  10. 10. “We are having a baby!” -Any Questions? perry@nativecommerce.com 512-971-5049 (text first)
  11. 11. perry@nativecommerce.com 512-971-5049 (text first) Reasons people buy things • To be liked • to be appreciated • to be right • to feel important • to make money • to save money • to save time • to make work easier • to be secure • to be attractive • to get sex • to be comfortable • to be distinct • to be happy • to have fun • to gain knowledge • to be healthy • to gratify curiosity • for convenience • out of fear • out of greed • out of guilt
  12. 12. work the process perry@nativecommerce.com 512-971-5049 (text first)
  13. 13. FIRST, do your damn research” perry@nativecommerce.com 512-971-5049 (text first) meeting #1
  14. 14. “ADVERTISers WHO IGNORE RESEARCH ARE AS DANGEROUS AS GENERALS WHO IGNORE DECODEd ENEMY SIGNALS.” perry@nativecommerce.com 512-971-5049 (text first) -david ogilvy
  15. 15. “where is the hole in the 
 market” perry@nativecommerce.com 512-971-5049 (text first)
  16. 16. “quality, speed, design, service, selection, price, ease” perry@nativecommerce.com 512-971-5049 (text first)
  17. 17. “what is your market position” perry@nativecommerce.com 512-971-5049 (text first)
  18. 18. 32 Body Shop Example
  19. 19. what exactly do they want perry@nativecommerce.com 512-971-5049 (text first)
  20. 20. Step three
 how quickly can you get it for them perry@nativecommerce.com 512-971-5049 (text first)
  21. 21. hot pizza, delivered in 30 minutes or less 
 or it’s FREE! perry@nativecommerce.com 512-971-5049 (text first)
  22. 22. Step four
 what DON’t 
 They want perry@nativecommerce.com 512-971-5049 (text first)
  23. 23. • buy/record everything • product research • competitive research • social research meeting #1 action items
  24. 24. set, your hook 
 & keystone” perry@nativecommerce.com 512-971-5049 (text first) meeting #2
  25. 25. brainstorm YOUR keystone! perry@nativecommerce.com 512-971-5049 (text first)
  26. 26. finally, giant, softball sized
 strong scented bath bombs 
 that freshen the room in 30 
 seconds -guarantee -for 
 half the price of lush perry@nativecommerce.com 512-971-5049 (text first)
  27. 27. second, write 
 your slogan perry@nativecommerce.com 512-971-5049 (text first)
  28. 28. Sensational Lawns we sell saturdays
  29. 29. • assign copy • assign art • assign tech • assign scrum master meeting #2 action items
  30. 30. “c.u.b review 
 your copy” perry@nativecommerce.com 512-971-5049 (text first) meeting #3
  31. 31. c.onfusing u.nbelievable b.oring perry@nativecommerce.com 512-971-5049 (text first)
  32. 32. cub review rules perry@nativecommerce.com 512-971-5049 (text first) • 3-4 people is best • markups are done silently • only positive feedback • 50% or more suggest change • re-writes take only 1 day
 or… repeat step 2
  33. 33. • finalize copy • finalize art • finalize tech • assign to build meeting #3 action items
  34. 34. “review your build & Q.C.” perry@nativecommerce.com 512-971-5049 (text first) meeting #4
  35. 35. • typos and grammar • functionality • congruency / flow • price / tech • buyer experience play customer
  36. 36. • approve build • assign communications • alert customer service • release your offer meeting #4 action items
  37. 37. perry@nativecommerce.com 512-971-5049 (text first) text me your name and email for my slides
  38. 38. TOO MUCH? HAVE IT ALL… DONE FOR YOU! GO BY OUR BOOTH NOW AND CONTACT US perry@nativecommerce.com 512-971-5049 (text first)

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