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Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
Intuitive Brainiac
Copywriting Alchemist
Creativity | Individuality
No BS | Do What Matters
Create Meaning in Business
Cyclist | Runner | Chocoholic
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
The 6 Elements to
Defining Your Writing Style 
If you don’t have 120% conviction in your
communication, how can you expect
others to be convinced?
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
1. Your Message and Your Voice
Your message is not “once-and-done”
Your message is your “golden thread”
Your voice creates alignment & resonance
Your voice means having YOUR own language
Your voice is your feedback loop
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
BE HUMAN
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
2. Your Points-Of-View (POVs)
When you stand FOR something, you stand OUT
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
3. Your Topic of Expertise
Introduce complexity and nuisances
Communicate your relevance
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
4. Your Angle
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
5. Your Delivery
Framed by your MESSAGE, filtered by your POVs
and and given context by your unique angle.
Informed by your strength, audience
& subject matter.
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
5. Your Groove
Content Calendar/ Sprint
Word Count, Frequency etc.
Promotion Strategy
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
THE ENERGETICS OF
CONTENT EXPERIENCE DESIGN
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
MAPPING THE 6 ELEMENTS TO
YOUR AUDIENCE
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
1. Customer Journey
A story of transformation
A map of the hero’s journey
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
2. Buyer Persona
Connect the dots
Responsive to customer journey
Transcend individual experience
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
3. Keyword Research
Peek into the thoughts of your audience
The nuances in word choice
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
4. Content Calendar (Or Not)
Map to the goal of each marketing campaign
Address customer journey and buyer persona
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
PHEW!
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
1. 30-min Content Strategy Brainstorm
business-soulwork.com/content-session-special
Content Marketing in Plain English :: Amplify Your Voice,
Define Your Style, Make Your Audience Dig Your Stuff
© ling wong | business-soulwork.com/copywriting/
Copywriting with Clarity Coaching baked in…
business-soulwork.com/copywriting/
ling@business-soulwork.com

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Amplify Your Voice, Define Your Writing Style, Make Your Audience Dig Your Stuff

  • 1. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/
  • 2. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ Intuitive Brainiac Copywriting Alchemist Creativity | Individuality No BS | Do What Matters Create Meaning in Business Cyclist | Runner | Chocoholic
  • 3. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ The 6 Elements to Defining Your Writing Style  If you don’t have 120% conviction in your communication, how can you expect others to be convinced?
  • 4. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 1. Your Message and Your Voice Your message is not “once-and-done” Your message is your “golden thread” Your voice creates alignment & resonance Your voice means having YOUR own language Your voice is your feedback loop
  • 5. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ BE HUMAN
  • 6. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/
  • 7. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 2. Your Points-Of-View (POVs) When you stand FOR something, you stand OUT
  • 8. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 3. Your Topic of Expertise Introduce complexity and nuisances Communicate your relevance
  • 9. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 4. Your Angle
  • 10. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 5. Your Delivery Framed by your MESSAGE, filtered by your POVs and and given context by your unique angle. Informed by your strength, audience & subject matter.
  • 11. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/
  • 12. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 5. Your Groove Content Calendar/ Sprint Word Count, Frequency etc. Promotion Strategy
  • 13. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/
  • 14. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ THE ENERGETICS OF CONTENT EXPERIENCE DESIGN
  • 15. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/
  • 16. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ MAPPING THE 6 ELEMENTS TO YOUR AUDIENCE
  • 17. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 1. Customer Journey A story of transformation A map of the hero’s journey
  • 18. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 2. Buyer Persona Connect the dots Responsive to customer journey Transcend individual experience
  • 19. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 3. Keyword Research Peek into the thoughts of your audience The nuances in word choice
  • 20. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 4. Content Calendar (Or Not) Map to the goal of each marketing campaign Address customer journey and buyer persona
  • 21. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ PHEW!
  • 22. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ 1. 30-min Content Strategy Brainstorm business-soulwork.com/content-session-special
  • 23. Content Marketing in Plain English :: Amplify Your Voice, Define Your Style, Make Your Audience Dig Your Stuff © ling wong | business-soulwork.com/copywriting/ Copywriting with Clarity Coaching baked in… business-soulwork.com/copywriting/ ling@business-soulwork.com