Become an Ad Copy pro using these time tested techniques. Learn more at Owerly.com Complete your internet marketing strategy with Copywriting techniques.

1. Copy Writing/Sales Copy
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2. What is it?
• Copywriting is written content conveyed
through online media and print materials.
Copy is a content primarily used for the
purpose of advertising or marketing. This type
of written material is often used to persuade a
person or group as well as raise brand
awareness.
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3. Places to use it
• direct mail pieces, taglines, jingle lyrics, web
page content
• online ads, e-mail and other Internet content,
television or radio commercial scripts
• press releases, white papers, catalogs,
billboards, brochures, postcards, sales letters
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4. • social media content
• blog posts
• tweets
• Other social-networking site posts, profiles
and captions.
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5. Swipe File
• A swipe file is a collection of tested and
proven advertising and sales letters. Keeping a
swipe file (templates) is a common practice
used by advertising copywriters and creative
directors as a ready reference of ideas for
projects.
• Google “Swipe File Templates”
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6. Overcome Objections
• Do you understand my problem?
• Are you qualified?
• How can I trust you?
• It doesn’t work.
• What if I change my mind?
• I don’t have enough money.
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7. Know Your Target Audience
• What makes them feel important
• Problems and conflicts
• Type of products that interest them
• Price they are willing to pay
• How quickly they want a solution
• Relate to the reader
• Age/Generation
• Reading level (industry experts, lay people)
• Focus on One audience at a time
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8. Value of your Product
• Why should the consumer buy your product
• How is your product better than other
products
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9. Unique Marketing Angle
• Plan or offer that is different than the
competition
• Must compel customers to buy
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10. Have a Clear Objective
• Have a clear purpose and call-to-action for
your copy
• What exactly do you want your customer to
do after reading your copy
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11. Layout
• Attention grabbing headline
• Large Font, Red Color
• Break down content into bite size chunks
• Headlines, Bullet points, short paragraphs
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12. Types of Copy
• Plain-Presents facts and benefits
• Storytelling – Intro, Conflict, Dialogue,
Solution
• Conversational/ “You and Me” – Conversation
between the reader “you” and the copywriter
“me”, understand where the reader is coming
from and why this is the right solution
• Imagine – “Picture this…”
• Long Copy – Answers all possible questions
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13. Attention Grabbing Headline
• Get straight to the point of what your
audience wants or is looking for
• “How to ____”
– How to Lose Weight
– How to Get a Girlfiend
– How to Become a Millionaire
• “The Secret to ____ Finally Revealed!”
– The Secret to Weightloss Finally Revealed
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14. What is the problem?
• Get to the root of the reader’s pain and agony.
Let them know you truly understand their
problem.
• “There is nothing worse than…”
– There is nothing worse than spending another
weekend alone…
– There is nothing worse than going though diet
after diet an not having the body you always
dreamed about...
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15. What is the Solution?
• Introduce your product or service and how it
will solve their problem. Let them know there
is no need to struggle through their pain and
suffering needlessly any longer.
– With system X you will finally have the solution
you’ve been looking for.
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16. Your Credentials
• Why should your audience trust you? How do
they know this will really solve their
problems?
– Respected Clients
– Success Case Studies
– Years of Experience
– Publications
– Certifications
– Education
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17. Benefits
• How will your audience personally benefit
from your product/service
• What will be the end result of using your
product/service, NOT just listing the features
• Freedom to travel and do what you want, NOT
just make more money
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18. Testimonials/Social Proof
• Gain the trust of readers with Customer/Client
Testimonials
• Where were your customers before and after
using your product/service? How did it help
them specifically?
• Video, written, screen capture
• Photos, contact information, links, bio,
location
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19. The Offer
• States your irresistible offer with a
competitive price, free limited time offers
• Clearly state the terms and conditions
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20. The Guarantee
• Ease the fears of getting ripped-off with a
Guarantee
• Money-back Guarantee
• 100% Money-back, no questions asked
• Warranty
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21. Scarcity/Urgency
• Limited time free bonuses/offers
• Limited amounts available
• Offered price for a limited time
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22. Call to Action
• State EXACTLY, precisely and simply, step-by-
step what the reader has to do to take
advantage of your offer
• Call-in, Buy now, click a link, come in person to
your office by a certain date
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23. Warning
• What will happen to them if they don’t take
your offer?
• What will their life be like?
• Remind them of their pain
• Lose special pricing and bonuses
• Never have the body they dreamed about
• Continue to struggle at a job they hate
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24. Closing Reminder
• End with a postscript (P.S.)
• Remind them one last time of your amazing
offer
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