Change your words, change your world
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The document provides information about Purplefeather, a company that offers SEO web copywriting and online marketing strategy services. It is a core team of professional writers supplemented by freelancers around the world. The document discusses tips for writing effective web copy, including using compelling headlines, evoking passion, focusing on results, and communicating purpose. It also outlines techniques for powering online conversion, such as creating a sense of urgency, scarcity, or fulfilling customer needs and pain points.
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Change your words, change your world
- 1. Change Your Words, Change Your World
- 2. Change Your Words, Change Your World
- 3. Who We Are Andrea Gardner Adam Hansen Andrew Rose Miller Director Core Team Core Team Hand-picked Freelance Team We are a core team of professional wordsmiths supplemented by a hand- picked community of freelance web copywriters from around the world. Purplefeather was established in 2008 and operates within the UK and US.
- 4. What We Offer Purplefeather specialises in making the web work harder for its clients. We offer:- A review of existing online presence and performance Full keyword research SEO web copywriting services Broadcast-quality online videos and web images Tailored online marketing strategy ‘Writing for the Web’ training courses
- 6. Going Viral Nobody can guarantee that a video will ‘go viral’ however there are some things you can do to increase its chances:- Keep it short – 3 minutes or less Appeal to the emotions – humour or pathos work well Use emotive music For a global audience, keep language to a minimum
- 7. Web Copywriting is… Def: The process of writing content specifically for display on web pages, including potential search results pages. Focused on results Geared for conversion Written for customers and search engines Web Copywriting is not… Reproduced offline content
- 8. …False
- 11. …True
- 12. Building Trust
- 14. Finding the Right Tone of Voice Put yourself in your customers’ shoes and think about the questions they will be asking Who is the content for? What value will it give them? What do you want them to do as a result?
- 17. Communicating with Purpose What do you believe in? - At Purplefeather we believe that the words you choose can make a difference in the world How do you demonstrate that? - We help our clients distil their core message and communicate that message most effectively. We run our own business on the same lines. We also deliver training sessions that empower people to do this for themselves. What do you produce? - We produce well-crafted web content that communicates clearly and effectively.
- 18. Tips for Great Copywriting Evoke passion as well as intellect Write compelling headlines Say something different Sell, sell, sell
- 19. W.I.I.F.M?
- 20. Headlines – What Works Online? Effective headlines:- Demand explanation Make a promise your readers want to hear Engage intellect Trigger emotion Be specific Deliver exclusivity Examples:- Dog drives van into café Lose 10lbs in 30 days Be there for your kids Increase conversion by 48% Only 15 places left on our copywriting course
- 21. Online Sales Techniques Powering Conversion* Urgency – Sale Ends January 6th! Scarcity – Only 5 places left! Passion – Family, politics, green issues, music How To – Particularly effective for social media ‘stickiness’ New – New improved version Free – Free to the first 50 applicants Save – Save £300 on your electricity bill Eliminate risk – Guarantees, try before you buy Endorsement – Testimonials, accreditations USP – What makes your product/service special? Customer Journey – Keep it simple and clear *must be authentic
- 24. Purple Hell Your customers are in pain! - Not enough money - Overweight - Reaching ‘burnout’ - Worried about the future - Disempowered - Time-pressured - Not enough clients/sales Identify their pain points – what are the problems they need you to solve?
- 25. Purple Heaven The life they dream about - Working fewer hours for more money - Happy with their lifestyle/dress size/relationship - Less busy - Secure and looking forward to the future - In control of their life - Less busy - Ideal clients are magnetised to them Your marketing message needs to solve their problem and talk about heaven not hell. The only thing they need to know about your ‘elevator’ is that it’s trustworthy and will get them where they want to go.
- 26. Headline Types How to (get this result) so you can (get these 2 results) If you’re struggling with (most painful problem), you’ll love the proven system to (get 2 or 3 specific results)
- 27. Examples How to eliminate your back pain and transform your posture so you can sit in exquisite comfort all day long How to Attract An Extraordinary Man …Without Compromising Yourself Be able to ask for what you want from a man without seeming demanding or needy Make yourself irresistible with less effort and a lot more fun Discover the unconscious ways you’re not giving men a chance — and potentially missing out on a really great catch
- 28. Overcome Objections ‘How Parisian women are losing 7lbs in two weeks… without giving up their vin rouge’
- 29. Stunning! Super! Fantastic! Important! Exciting!
- 30. Imagine…
Editor's Notes
- HeadlinesFour times more people will read headlines than body copy. Headlines must therefore attract attention and persuade the reader to keep reading. Its job is to sell the body text. It’s the job of the body text to sell the product or service.