This document is a guide on effective web copywriting by Mike Connolly, aimed at increasing profits through strategic messaging. It emphasizes understanding the target audience, crafting a compelling core message, and utilizing various marketing techniques, such as lead capture and email marketing. The guide also provides actionable steps and techniques for writing persuasive copy that resonates with customers.

1. Turning Words on the Web Into Money in the Bank
Copywriting For The Web
Mike Connolly
For Boulder Digital Arts
303.444.6644
mike@StrategiCopy.com

2. $26 Billion
2

3. My Commitment To You:
To hand you a roadmap to a measurable
increase in profits and impact in your
market starting immediately with all
your web content and sales copy

4. The Map:
1. Crafting Your Core Message to Fulfill and Satisfy!
!
2. Capture Leads with Well-Crafted Web Pages!
!
3. Convert with Email Marketing!
!
4. Attract Perfect Prospects with Social Media and Paid Ads

5. Crafting Your Core Message

6. You - The Sales Detective

7. The more you collect, the more you know…
The more you know, the better you can relate…
The better you can relate, the more effective you’ll be…
The more effective, the more sales you’ll make…
The more sales you make, the more customers you get…
The more customers you get, the more “fans for life” you create!
!
Jermaine Griggs – Founder, www.hearandplay.com
Research: “He who knows more, wins.”

8. Step 1: Your “Avatar”

9. 9
If You Could Have Just
ONE Competitive Advantage…

10. Wanted: A Starving Hungry Mob
Equipped with Bulging Wallets

11. Step 2: Her Pain

12. What does she really want?
(That you can help her with)

13. •Ambitious
•Confident
•Nervous
•Anxious
•Timid
•Exhausted
•Thrilled
•Excited
•Embarrassed
•Envious
•Vulnerable
•Bored
•Angry
•Irritated
•Cynical
•Giddy
•Frustrated
•Bold
•Crushed
•Wise
•Curious
•Carefree
•Outraged
•Shy
•Insecure
•Guilty
•Happy
•Sad
•Lonely
•Silly
•Weak
•Disgusted
•Calm
•Wary
•In-Control
•Skeptical

14. Step 2: Positioning

15. Fast Food Restaurants:
!
The “Family” One: _____________

16. Cars:
!
The “Safe” One: _____________

17. Personal Computers:
!
The “Cool” One: _____________

18. Find Your Place in
The Market Landscape
Copywriting For The Web
with Mike Connolly
The Market Landscape

19. Step 4: Your Unique Solution

20. 20
Her Pathway to Perfection…

21. “When It Absolutely Positively
Has To Get There Overnight”

23. “Fresh, Hot Pizza Delivered
In 30 Minutes Or Less”

25. Step 5: Roadblocks

26. 26
And How to Get PAST Them…

27. Why don’t people buy from you?

28. They don’t understand the value
They don’t understand what it is
They don’t believe you
They don’t believe they can
They don’t want it now
They don’t believe they have the time

29. Your job as a copywriter is to give them
confidence to move past each of these roadblocks

30. Jedi Advisor Strategy:
“If you had unlimited God-like powers,
and could give your prospect the benefits
he’s looking for, what would they be?”
If your product or service can’t do that…

31. Changing a product is easy…
Making Sales is hard!

32. Think iPad (A computer can’t do THAT!)

33. Step 6: Why NOW?

34. Step 6: Reasons for Immediate Action

35. Guarantee (Risk Reversal)
Scarcity
Time Limits

36. Step 7: Call to Action

37. Here’s Exactly What to Do Next…

38. Architecting Your Web Pages
To Capture Leads

39. Why “Capture” Leads?
1 “Buy Now” Customer
8 “Buy Later” Customers

40. 85% More Profit Over Time

41. 41
The Customer Lifecycle

42. Your Web Page is a Doorway…

43. You Have Two Seconds…

44. CAUTION: Big Pitfall
“One Size Fits All”
vs.
Targeted Audience

45. “Brochure” Site Dispenses Info

46. Sales Page Sells Just One Product

47. A “Soft” Squeeze Page Offers
Multiple Ways to Respond

48. A “Hard” Squeeze Page Offers
Only One Way to Respond

49. An Exit Popup Offers an Alternate Way to Respond

50. A Preview Popup Offers Immediate Engagement…

51. … Before Entering the Landing Page

52. A Thank You Page Follows Visitor Response

53. Terms of Service Pages Define the
Rules of Engagement between
Website and Visitor

54. Multi-Use Landing Page

55. Google Adwords Ad Leading To…

56. Single Use Lead Capture Page 1

57. Single Use Lead Capture Page 2

58. Single Use Lead Capture Page 3

59. Thank You Page

60. A PURL (Personalized URL) Page Works Well for
Converting - Offline to Online Traffic

61. Basic “Workhorse” Web Site:
Home
About
FAQ
Testimonials
Services
Samples
Contact

62. Brainstorming for Content
Web Site

63. Brainstorming for Content
Web Site
Info-ProductsSpeaking
Infusionsoft
Consulting
Copywriting
About
Samples
PPC

64. Brainstorming for Content
Info-Products
Consulting Copywriting
•Opportunity Realization Roadmaps
•Business Breakthrough Blueprints
•Implementation Accelerator Workshops
•Marketing Service Packages
•SEO
•PPC
•SMM
•Copywriting Courses
•Mastermind Interviews
•Member site
•Sales Letters
•Autoresponders
•Lead Magnets

65. Pick Your Winners
1. Draw squares around strongest entries
2. Triangles around weaker ones
3. See if you can combine two or more triangles
4. Pick your top 5-7
5. Congratulations! You now have your site map!

66. Home Page
•Must grab the reader in 2 seconds
•Benefits specific to target audience
•What this site will do for her
•Gives clear call to action

67. 6 Things That Can Happen
On a Homepage

68. An Immediate Purchase

69. Phone Call

70. Opt In

71. Engage in Your Social Pages

72. Remarket

73. Goodbye Forever…

74. About Page
•Answers “Please tell me more…”
•Success Stories
•Relevant Interests

75. An About Page

76. FAQ’s – 3 Kinds of Q’s…
• Show your value
• Truly “frequently asked”
• Position you above competition

77. Truly “Frequently Asked”
• Can you deliver?
• What does your price include?
• Can I take it for a “test drive”?

78. Questions that Show Your Value
• What kind of results can I expect?
• Can you meet my deadline?
• Why should I buy from you?

79. An FAQ Page

80. Testimonials
• Short, Specific and “Spicy”
• Focus on one benefit
• Overcomes an objection
• Believable (not over the top)
• Targets your ideal prospect
• Video and/or Pictures are great

81. How to Get Testimonials
• Ask!
• Write up a sample they can work from
• Revise as needed
• Include request as part of special offer

82. A Testimonials Page

83. 83
So What’s Missing Here?

84. Priorities for a Successful Promotion:
!
#1:_________
#2:_________
#3:_________

85. Priorities for a Successful Promotion:
!
Audience
Offer
Copy

86. 86
Keyword Research Empowers You
To Find a Viable Audience (Market)

87. 87
How to Pick Your Seed Keywords

88. 88
It’s Like Panning for Gold…
You screen out rocks and sand
to find the Gold Nuggets

89. 89
The 4 Essentials of a
Gold Nugget Keyword:
!
Relevance
Demand
Supply
Commerciality

90. 90
Relevance

91. 91
Supply
(Search)

92. 92
Demand
(Competition)

93. 93
Commerciality

94. 94
4 FREE Keyword Analysis Tools:
!
Google Suggest
Google Keyword Planner
WordTracker (Free Version)
Google Trends

95. 95
Google Suggest

96. 96
Google Keyword Planner

97. 97
WordTracker
!
www.freekeywords.wordtracker.com

98. 98
Google Trends

99. 99
How to Get Your Market
To Write Your Copy For You

100. 100
Send a Survey

101. 101
Recycle Client Testimonials

102. "I added 3,743 new subscribers last week using your
advertising secrets."
Headlines From Testimonials

103. "I added 3,743 new subscribers last week using your
advertising secrets."
!
"I earned an extra $750,000 within 180 days of your
Bermuda seminar."
Headlines From Testimonials

104. "I added 3,743 new subscribers last week using your
advertising secrets."
!
"I earned an extra $750,000 within 180 days of your
Bermuda seminar."
!
"Dr. Hittich, Can You Help Me? My Greatest Fear is
Having a Heart Attack or Stroke and Becoming a
Burden to My Family."
Headlines From Testimonials

105. 105
Invite and Reuse Reviews

106. 106
Rip Related Reviews
On Amazon

107. 107
Hold a Contest

108. 108
“How _____ is the best _____ for
_____ and _____ _____”

109. 109

110. Crafting Your Copy (Fast!)

111. First, the bad news…

112. To get good at writing, you must ________________
!
(“How do you get to Broadway?”)

113. 1. Write Every Day
2. Build Swipe Files
3. Track Results
4. Repurpose Core Message
5. Check Keyword List
6. Write to the Clock
7. Show, Don’t Tell
8. Presentation – Theatre
9. Use Checklists, Templates
10. Let Images Speak For You
10 Best Practices

114. Write Every Day

115. Build Swipe Files

116. “Beat The Control”

117. Repurpose Your Core Message

118. Check Keyword List

119. Write To The Clock

120. Show, Don’t Tell

121. The following blog post by Maria Murname in the CreateSpace newsletter illustrates
the point nicely:
Imagine this scenario, even if you're not on the market: You sign up for an online
dating site, excited to (maybe) meet the person of your dreams - for this post, let's
say that's a man. As you flip through profile after profile, you stumble across these
two:
Profile A: "I'm an attractive, witty, adventurous man with a great sense of humor."
Hmmm...who says he's attractive? I'll be the judge of that when I see his photo. And
why exactly is he witty? He hasn't said one witty thing. Adventurous? Why is he
adventurous? Great sense of humor? Say what? Honey, I'm not laughing.
Profile A guy is telling me too much and showing me nothing. As a result I don't
want to meet him, because unfortunately he sounds sort of full of himself.
Profile B: "For the record, if we hit it off, I'm totally willing to lie about how we met.
Just throwing that out there. And speaking of throwing things out there, I recently
jumped out of a plane for the first time. Holy frick."
Through his words, Profile B guy is showing me that he's witty, adventurous, and
has a great sense of humor. And by showing me a photo, he's letting me decide
whether or not he's attractive.

122. Presentation - Theatre

123. Work From Checklists, Templates, Etc.

124. Let Video Speak For You
“1984”

125. Now it’s up to You…

126. 126

127. Write (or at least be prepared to
write) 10, 50, 100 or More Headlines
To Get One Good Headline…

128. “I write 200 to 250 headlines
whenever I sit down to write an ad.”
~ Ted Nicholas, Copywriter and Entrepreneur who has sold over $7.9 Billion
According to American Writer’s and Artists Inc.

129. Use Formulas, Templates &
Checklists
How Do You Avoid “Blinking Cursor Syndrome”?

130. “They all laughed when I sat down at the piano. But when I started to
play…”

131. !
They All Snickered At The Nearly
“Crippled", Overweight Golfer As He
Hobbled Up to the Tee Box… Until He
Promptly Blasted a Perfect 275-Yard Drive
Straight Down the Fairway!
!
~ John Carlton

133. Some Classic Formulas
• How to ____________
• “Who else wants _________?”
• ___ ways to eliminate ______ almost instantly
• Are you ___________?
• How I ___________
• Secrets of __________

134. More Classic Formulas
• [Large number, e.g. thousands] now
__________ even though they ________
• Warning: ______________
• Give Me _________ and I’ll __________
• Here’s a quick way to ____________
• [Do something cool] like [somebody cool]

135. Checklist #1
The 5 Responsibilities of a Good Headline
1. Attracts Attention (“Pattern Interrupt”)
2. Communicates the Strongest Benefit
3. Appeals to Your Prospect’s Self-Interest
4. Sets the Tone for the Offer
5. Selects the Right Audience

136. Checklist #2
The 4 “U’s”: Is it…
!
1. Unique
2. Urgent
3. Useful
4. Ultra-Specific

137. Pre-Test With Pay-Per-Click,
Surveys, Ask Campaigns…
How Can You Tell In Advance If It Will Work?

138. “The 4-Hour Workweek"

140. The Power of “YOU”
Less Effective:
“AAA Pest Control is the best solution for residential and
commercial buildings”
!
Better:
“Hundreds of homeowners just like you have found AAA Pest
Control to be their ideal solution”
!
Best:
“How to Banish Termites from Your Home Forever in just 3 Days
Without Toxic Sprays, Gases or Powders ... Guaranteed!”

141. 11 Power Writing Tactics
1. Use action verbs, active voice
2. Paint word pictures
3. The power of story
4. The conversation in their head
5. Concrete images
6. Specificity
7. Conversational
8. Short, punchy words & sentences
9. The Homer Simpson Test
10. Authentic, personal
11. Feelings vs. Facts

142. The 4 Keys
Here’s who I am
Here’s what I got for you
Here’s what it will do for you
Here’s what I want you to do next