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Andrea Harrison,
Content Marketing Writer
WELCOME!
Copy Writing: It's About You, Not I or
We!

Guidelines On Writing Content
to Attract Your Targeted
Audience
Seven Components to Effective
Copywriting

Lose The Ego

Know Your Audience

Think Like the Customer

Be Compelling

Get Your Customers to Act

Break up Copy for Easy
Reading

Build and Maintain Credibility
Lose the Ego

It's Not About How Wonderful Your Company
Is.

It's Not About How Great Your Products and
Services Are.

Your Product or Service is Far Less Important
Than its Ability to Fulfill Your Customer's
Needs.

W.I.I.F.M.
Know Your Audience

Gender

Age

Ethnicity

Family Status

Income

Occupation

Interests
Think Like Your Customer

What AreTheir Pain Points?

How WillYour Product or Service MeetTheir Needs?
Be Compelling

Start with a Question or Catchy Headline to Engage

Be Empathetic; Personalize

Indicate Benefits to the Customer

ConversationalTone with Simple Language—No Jargon

Write in Second Person (“You”)

Be Clear and to the Point

Don't Overthink; Let it Flow
Get Your Customers to Act/Build Trust

Include a Call to Action Button

Communicate a Special Offer

Share Information

Raise Awareness

Invite to Subscribe toYour Newsletter or Attend an Event
Lay Out of Copy—Break up for Easy
Reading

Bold Subtitles

Hyperlinks

White Space

Imagery

Don't Overdo—Create a balance

Test it Out on Colleagues and Mentors
Build and Maintain Credibility

Copy Edit to Perfection

Be Honest—Don't Make Outrageous ClaimsYou Can't Support
with Evidence

Keep Relevant with FreshTopics and New Promotions that
Appeal toYour Audience
Example of Ineffective Copy
Example of Effective Copy

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DCC Technology Intro Slides June 2024.pptx
 

Seven components of effective copywriting

  • 2. Copy Writing: It's About You, Not I or We!  Guidelines On Writing Content to Attract Your Targeted Audience
  • 3. Seven Components to Effective Copywriting  Lose The Ego  Know Your Audience  Think Like the Customer  Be Compelling  Get Your Customers to Act  Break up Copy for Easy Reading  Build and Maintain Credibility
  • 4. Lose the Ego  It's Not About How Wonderful Your Company Is.  It's Not About How Great Your Products and Services Are.  Your Product or Service is Far Less Important Than its Ability to Fulfill Your Customer's Needs.  W.I.I.F.M.
  • 5. Know Your Audience  Gender  Age  Ethnicity  Family Status  Income  Occupation  Interests
  • 6. Think Like Your Customer  What AreTheir Pain Points?  How WillYour Product or Service MeetTheir Needs?
  • 7. Be Compelling  Start with a Question or Catchy Headline to Engage  Be Empathetic; Personalize  Indicate Benefits to the Customer  ConversationalTone with Simple Language—No Jargon  Write in Second Person (“You”)  Be Clear and to the Point  Don't Overthink; Let it Flow
  • 8. Get Your Customers to Act/Build Trust  Include a Call to Action Button  Communicate a Special Offer  Share Information  Raise Awareness  Invite to Subscribe toYour Newsletter or Attend an Event
  • 9. Lay Out of Copy—Break up for Easy Reading  Bold Subtitles  Hyperlinks  White Space  Imagery  Don't Overdo—Create a balance  Test it Out on Colleagues and Mentors
  • 10. Build and Maintain Credibility  Copy Edit to Perfection  Be Honest—Don't Make Outrageous ClaimsYou Can't Support with Evidence  Keep Relevant with FreshTopics and New Promotions that Appeal toYour Audience