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     PPC Training
        Session 7
  Landing Copy Writing
PPC Training Recap

• Session 1 - Keyword Meaning
• Session 2 - Keyword Research
• Session 3 - Adwords Campaign Setup
• Session 4 - Advanced Adwords Tools
• Session 5 - PPC Ad Copy
• Session 6 - PPC Landing Pages
Landing Page Mechanics
        Review
Landing Page Mechanics
• Logo
• Response Devices
• Headline
• Hero Shot
• Hero Shot/Caption
• Subheadline
Landing Page Mechanics
• Sentence 1, Sentence 2, Sentence 3
  Sequence
• Testimonials
• Guarantees
• Offer Bonuses
• Deadlines
Landing Page Mechanics

• Credibility, Trust and Assurance Icons
• Response Devices
• Call-to-Action
Call-to-Action

• Free shipping
• Free Shipping with cut off
• Inventory indicator / Limited quantity
• Add to cart
• Irresistible Offer - bonuses, extras
Copy Writing Model
      AIDA
AIDA

• A = Attention - benefits in harmony with
  keyword intent. Identify needs & empathize
• I = Interest (features)
• D = Desire - offer + bonuses/incentives
• A= Action - add to cart
Copy Writing Sequence
Copy Writing Sequence
      #1 - Bly
• Get Attention
• Show a Need
• Satisfy Need
• Position Product as a Solution
• Prove Your Product Can Do What You Say
• Ask for Action
Copy Writing Sequence
   #2 - Sugarman
• Interest/Excitement - Echo Customer
  Need
• Drama
• Why Different
• Benefits - How to use
• Unique Features
• Justify Purchase
• Guarantees - Explain Lasting Value &
  Service
• Ask for Order
Landing Page Sequence
     Breakdown
Effective Landing Page
         Copy
Getting Attention

• Belief - what do your customers believe;
  attitudes toward product
• Feelings - confident, brash, nervous, fearful
• Desires - what are their goals? what change
  do they want in their lives?
Important Things to
   Know about Copy
      Sequence
• Customers start their decision process on
  emotions
• Customers justify their decision process
  based on logic
  • They use logic to justify their emotions
Rules for Copy Length


• High price = more explanation
• Less known = more explanation
Rules for Effective
      Landing Copy
• Headline Leads to Subheadline to 1st
  Sentence, to 2nd, etc
• Use conversational tone - ‘you’ not ‘we’
 • “Don’t wee wee on yourself” - Karon
    Thackston
• Use active voice - who did what?
Rules for Effective
      Landing Copy

• Harmonize copy with benefits and search
  intent
• Product descriptions- explain simple
  products in complex way, complicated
  products in simple way.
Psychological Triggers
Pyschological Triggers


• Involvement and Ownership - take,
  imagine, description of use, description of
  the end results
Pyschological Triggers

• Honesty - copy describes product
  accurately, even at the cost of opting some
  customers out of the sale--”maybe its not
  for you”
Pyschological Triggers


• Integrity - clean and polished presentation
  design and layout--reflection of company
Pyschological Triggers


• Credibility - establish truthfulness about
  what the product will and won’t do. Not
  cliche, rash, exaggerated.
Pyschological Triggers


• Proof of Value - position and compare your
  product to something similar on the
  market. Disharmony = can’t find good
  reason
Pyschological Triggers


• Justify - response to customer’s internal
  question: “Can I really justify this purchase”
Pyschological Triggers


• Greed - attraction to bargains
Pyschological Triggers


• Establish Authority - find way to establish
  company as the authority on the topic
Pyschological Triggers


• Satisfaction - rule out the fear of being
  dissatisfied by explaining guarantees
Pyschological Triggers

• Prospect Nature - emotional aspects of
  your prospect what would respond best to
  a solution to their exact needs (i.e.
  problem, frustration, etc).
Pyschological Triggers


• Linking - link product to what the
  consumer already knows and understands
  (i.e. simile, personification).
Pyschological Triggers

• Consistency - consumer will continue to
  act consistently with their commitment.
  Feel like they can’t turn back; its 2x easier
  to ask customer to buy more while they
  are still nodding their heads (double profit
  in once setting).
Pyschological Triggers


• Harmonize - ride the jet stream of where
  your market is, and what customers are
  demanding; either fads or expectations
Pyschological Triggers


• Desire to Belong - don’t want to be left out
  of the result, lifestyle, clique, or social status
  they desire
Pyschological Triggers

• Curiosity -   paint a picture of the outcome,
  but tell just enough. Left with response “I’m
  curious whether this thing will work the
  way they describe it. If it did, WOW! I’d
  finally solve my problem.”
Pyschological Triggers

• Urgency - if they don’t feel guilty if they
  don’t buy now, they probably won’t buy. The
  feel guilty because the offer is too good to
  pass up.
Pyschological Triggers

• Fear - part of urgency is based on fear;
  don’t want to miss out on the opportunity.
  Fear can also be about wanting to avoid an
  outcome: get sick, loose money.
Pyschological Triggers


• Gratification - expedited shipping could be
  a deciding factor in and of itself.
Pyschological Triggers

• Exclusivity, Rarity, Uniqueness - limited
  production, factors can only get from you,
  harmonized benefits that would be hard to
  find (i.e. simply describing the offer in the
  right way can achieve this).
Pyschological Triggers

• Human Relationships - humanize the offer
  with conversational copy in harmony with
  searcher intent. Design elements, like
  pictures etc, should also help bring human
  element.
Pyschological Triggers

• Storytelling - humans are wired to listen to
  stories. Telling one can captivate audience, if
  they don’t want to be captivated (e.g.
  Barack Obama, Lee Herrington, etc)
Pyschological Triggers


• Mental Engagement - being kept in
  suspense can keep engaged; forced to listen
  to the details when in suspense mode.
Pyschological Triggers


• Guilt  - Receiving something of value you
  feel an obligation to take some action in
  return
Pyschological Triggers

• Specificity - be specific in your
  explanations; establishes credibility (e.g.
  “doctors everywhere recommend” vs. “90%
  of doctors recommend”).
Pyschological Triggers


• Familiarity - create familiarity (as you would
  feel comfortable with family) by using
  familiar words: “red”, “7”, “10”, “free”, “sale”
Pyschological Triggers


• Hope - the hope of solving something,
  attaining, achieving, etc is a trigger.
Landing Page Headlines
   & Subheadlines
Tips for Landing Page
Headlines/Subheadlines
• 1) Put a number in the subject line. -
  Subject: The 22 habits of financially
  successful writers
• 2) Be mysterious. - Subject: The easiest
  product to sell online
Tips for Landing Page
Headlines/Subheadlines

• 3) Make a big promise. - Subject: Get paid
  $22,500 to write a letter?
• 4) Make a 2nd promise - offer something
  more believable as a second offer
Tips for Landing Page
Headlines/Subheadlines

• 5) Ask a question. - Subject: Is there a book
  inside you?
• 6) Offer to reveal some secrets. - Subject: 3
  "lost secrets" of a winning USP
Session 8 - PPC/
Adwords Q and A

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