This document provides guidance on writing effective advertising copy. It discusses the importance of headlines in grabbing attention, communicating the main benefit, and persuading the reader. The document outlines techniques for writing headlines, crafting clear communication, highlighting benefits over features, using the motivating sequence of getting attention, showing need, satisfying need, proving claims, and calling for action. It also provides tips on determining appropriate copy length based on the product and audience as well as developing the unique selling proposition.
San Francisco School of Copywriting's January 2014 Copywriting Crash Course. Direct response copywriting course reveals the 5 secrets of good direct response copywriting.
San Francisco School of Copywriting's January 2014 Copywriting Crash Course. Direct response copywriting course reveals the 5 secrets of good direct response copywriting.
Words are incredibly important in sales, so we wanted to learn which words are most important. It turns out these 13 words are some of the best to close deals and earn prospects trust.
This presentation includes science-based principles on how to attract an audience's attention, sustain it, and convert a presentation into memorable content.
In this eBook, you will learn about:
• Establishing a common connection
• Showing relevance to your audience
• Communicating your skills
• Engaging your audience
DON'T WANT TO SIGN UP? Get the PDF on the RAIN Group blog: https://www.rainsalestraining.com/blog/13-tips-for-email-prospecting-success. These 13 prospecting email tips will help you craft prospecting emails that stand out in buyers' inboxes, improve response rates, and ultimately secure more meetings.
Learn how to apply the fundamentals of storytelling and their brand counterparts to your business strategy. Telling a story is the only effective way to connect your brand with consumers. Don’t fall into the trap of posting to social media as one-way dialogue or merely broadcasting promotions. Create compelling stories that hook your audience. This presentation goes through the fundamentals of storytelling and identifies brand parallels.
You can also watch the recording here: https://www.youtube.com/watch?v=qSDlAvDG4_0&feature=emb_logo
Results, conclusions and recommendations from the Value Selling Survey 2015 - Research conducted in Germany, Switzerland, Benelux by Mercuri International and St Gallen University , based on survey of 278 B2B Companies.
Six Sigma Rules Building a Solid Foundation for Success- Jesun Ahmad Ushno.pdfJesunAhmadUshno
Positive affirmations are powerful tools that can transform your mindset and empower you to achieve your goals. By consciously choosing positive statements and repeating them regularly, you can rewire your subconscious mind and overcome negative thought patterns. This blog post explores the concept of positive affirmations, how they work, and their impact on personal growth and self-belief. Discover the immense potential of incorporating positive affirmations into your daily routine and unlock a world of possibilities as you harness the power of your thoughts to create a positive and fulfilling life.
Everywhere we go – regardless of the industry with which we’re working or the market position of the company we’re helping – we’re asked about how to win more sales. Or, just as often, we’re asked how to stop losing sales to competitors who undercut price.
This is true for manufacturing companies competing in the global market against rock-bottom-cost Chinese suppliers. It’s true of service providers who find themselves defending their pricing against a competitor who has commoditized a particular product or service and made it difficult to differentiate.
In cases like this, where the major issue becomes price, the best strategy to compete is to learn to sell on value.
5 tools for an awesome presentation-By Samid RazzakMd. Samid Razzak
Forget what you learned in Business schools. Here are 5 tips for an outstanding presentation from a TEDx Speaker. Make sure you remember each points and use it in your next presentation!
Sources: Flickr, Google, Presentation Panda
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
How to Design a Killer Deck - 8 Essential Tips in Presentation DesignCarole Alalouf
Comprehensive presentation on how to design a killer deck, including 8 essential tips in presentation design, and plenty of freebies to keep for reference. Enjoy!
To see more of our presentations, visit <a href="https://www.exaltus.ca">https://www.exaltus.ca</a> or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
Words are incredibly important in sales, so we wanted to learn which words are most important. It turns out these 13 words are some of the best to close deals and earn prospects trust.
This presentation includes science-based principles on how to attract an audience's attention, sustain it, and convert a presentation into memorable content.
In this eBook, you will learn about:
• Establishing a common connection
• Showing relevance to your audience
• Communicating your skills
• Engaging your audience
DON'T WANT TO SIGN UP? Get the PDF on the RAIN Group blog: https://www.rainsalestraining.com/blog/13-tips-for-email-prospecting-success. These 13 prospecting email tips will help you craft prospecting emails that stand out in buyers' inboxes, improve response rates, and ultimately secure more meetings.
Learn how to apply the fundamentals of storytelling and their brand counterparts to your business strategy. Telling a story is the only effective way to connect your brand with consumers. Don’t fall into the trap of posting to social media as one-way dialogue or merely broadcasting promotions. Create compelling stories that hook your audience. This presentation goes through the fundamentals of storytelling and identifies brand parallels.
You can also watch the recording here: https://www.youtube.com/watch?v=qSDlAvDG4_0&feature=emb_logo
Results, conclusions and recommendations from the Value Selling Survey 2015 - Research conducted in Germany, Switzerland, Benelux by Mercuri International and St Gallen University , based on survey of 278 B2B Companies.
Six Sigma Rules Building a Solid Foundation for Success- Jesun Ahmad Ushno.pdfJesunAhmadUshno
Positive affirmations are powerful tools that can transform your mindset and empower you to achieve your goals. By consciously choosing positive statements and repeating them regularly, you can rewire your subconscious mind and overcome negative thought patterns. This blog post explores the concept of positive affirmations, how they work, and their impact on personal growth and self-belief. Discover the immense potential of incorporating positive affirmations into your daily routine and unlock a world of possibilities as you harness the power of your thoughts to create a positive and fulfilling life.
Everywhere we go – regardless of the industry with which we’re working or the market position of the company we’re helping – we’re asked about how to win more sales. Or, just as often, we’re asked how to stop losing sales to competitors who undercut price.
This is true for manufacturing companies competing in the global market against rock-bottom-cost Chinese suppliers. It’s true of service providers who find themselves defending their pricing against a competitor who has commoditized a particular product or service and made it difficult to differentiate.
In cases like this, where the major issue becomes price, the best strategy to compete is to learn to sell on value.
5 tools for an awesome presentation-By Samid RazzakMd. Samid Razzak
Forget what you learned in Business schools. Here are 5 tips for an outstanding presentation from a TEDx Speaker. Make sure you remember each points and use it in your next presentation!
Sources: Flickr, Google, Presentation Panda
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
How to Design a Killer Deck - 8 Essential Tips in Presentation DesignCarole Alalouf
Comprehensive presentation on how to design a killer deck, including 8 essential tips in presentation design, and plenty of freebies to keep for reference. Enjoy!
To see more of our presentations, visit <a href="https://www.exaltus.ca">https://www.exaltus.ca</a> or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
8 Places You're Guaranteed to Find Great Content to TweetHubSpot
This presentation is a modified excerpt from our guide on How to Get 1,000+ Followers on Twitter, which comes with a printable tip sheet. You can download it here: http://hub.am/Jp5Dnk
ABOUT:
Your greatest leverage for growing your followers is to tweet around the clock. When it comes to Twitter, it matters less where the content you tweet came from and more that it’s plentiful, entertaining, educational, or otherwise valuable to your existing and future followers. This is where content curation comes in.
This presentation talks about how to master curation like marketer and entrepreneur, Guy Kawasaki, by regularly tapping into eight digital destinations for fantastic content to tweet.
Neo4j is a powerful and expressive tool for storing, querying and manipulating data. However modeling data as graphs is quite different from modeling data under a relational database. In this talk, Michael Hunger will cover modeling business domains using graphs and show how they can be persisted and queried in Neo4j. We'll contrast this approach with the relational model, and discuss the impact on complexity, flexibility and performance.
This presentation accompanies a workshop on incorporating wikis into classroom settings and professional learning communities. For more information, visit http://jdorman.wikispaces.com/+Wikis.
No need to wonder how the best on SlideShare do it. The Masters of SlideShare provides storytelling, design, customization and promotion tips from 13 experts of the form. Learn what it takes to master this type of content marketing yourself.
People are the Media (DDB Edmonton Edition)Eric Weaver
EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients.
AUDIENCE: Marketers, advertisers, brand managers
OPPORTUNITY: To rethink traditional approaches to marketing to leverage both traditional AND social means, to create engagement, influence and activation, rather than mere "awareness" or conversation.
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...Nathalie Nahai
In this keynote presentation for Conversion Conference (Las Vegas, 2015), I explain the psychology behind some of the world’s most persuasive copy, and how you can use these techniques in your own content.
In the talk we’ll cover:
1. Psychological keyword optimisation
2. Trigger words and how to use them
3. The hidden drivers of human behaviour
4. Powerful heuristics and how to leverage them
5. How to use your values to create trust
I also explain the scientific basis behind each principle, and illustrate how to apply them with numerous case studies from a variety of industries.
Want more?
Download the slides here: http://bit.ly/persuasive_copy
And checkout more resources at my website: http://www.thewebpsychologist.com/
Help with formal and business letter writing. A summary of writing rules including outlines for business letters and letters of inquiry, and abbreviations used in letters.
Anatomy of Brain by MRI
In this presentation we will discuss the cross sectional anatomy of brain. Then we will discuss the Most common diseases to be evaluated by brain imaging.
In my opinion this presentation is a road map for beginars.
SlideShare now has a player specifically designed for infographics. Upload your infographics now and see them take off! Need advice on creating infographics? This presentation includes tips for producing stand-out infographics. Read more about the new SlideShare infographics player here: http://wp.me/p24NNG-2ay
This infographic was designed by Column Five: http://columnfivemedia.com/
Do you feel like you are the captain of your career, or more like a galley slave—chained to a job that you don’t like, or perhaps one that pays slave wages?
In this meeting, professional recruiter and STC Fellow Jack Molisani will discuss short-term tactics and long-term strategies for increasing your corporate value—and thus your standard of living.
“My career has had its highs, its lows, and everything in between. I learned from each win and each challenge, and I’ll share my life- and career-changing realizations with you in this entertaining and informative session.
As a mentor once told me: ‘Learn from the success and failures of others—it’s faster than making them yourself!’”
Do you want a better job? To make more money? To work fewer hours?
Be the Captain of your Career
The Conversion Copywriting Guide To Help Your Business Convert More CustomersYou & Co
So your business is doing great things. Question is, how do you leverage the power of great copywriting to convince potential customers they're onto something great?
To help you craft conversion-focused copywriting in your overall strategy (and help you chase those business wins!), we've gathered a guide on:
— The difference between content marketing and copywriting
— The principles of great copywriting
— The essentials to a solid approach that'll have you creating quality and targeted content. Every. Single. Time.
— The anatomy of a conversion-ready landing page
Ready to convince and convert more customers? Dive into the slideshow and start soaking up must-know insights and examples of great copywriting.
// About You & Co //
You & Co is a digital marketing agency in Sydney that loves to roll up its sleeves and help clients build wicked content marketing strategies.
This slideshow is adapted from a stand up presentation our curious teammates created, to share key learnings the whole team can enjoy!
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...Content Marketing Norge
Joakim Ditlev fra Content Marketing DK og forfatter av den første danske boken om innholdsmarkedsføring – Content Marketing Bogen – var på Epic Content Marketing 2015. Joakim går igjennom:
- Hvorfor innholdsmarkedsføring noen ganger mislykkes
- 5 steg til en innholdsmarkedsføringsstrategi
- Hvordan du kan selge innholdsmarkedsføring til dine kolleger
- Hvordan du organiserer ditt content marketing-team mm.
As a small business owner, you need strategies to get the word out and to keep your name in front of prospects and customers. Blogging and e-mail newsletters are a great way to establish yourself as a thought leader.
A guest lecture delivered to PR students at Bournemouth University, on Thursday 26th February looking at creative PR stunts and campaigns.
In the talk, students were taken through popular and successful PR campaigns, what they all had in common, pitfalls to avoid and more.
How to Create an Effective Inbound Marketing Campaign | Part 1: Develop an OfferVIEO Design
The first step in creating an effective inbound marketing campaign is to come up with something to offer potential customers or clients. You need to show them how your business can benefit them – and you do that with marketing offers.
These offers come in many forms, but most of them will be different types of content, including e-books, white papers, webinars, podcasts, and infographics.
This was originally a blog post from the VIEO Design blog here: http://bit.ly/1vilzMn
Before you launch your idea test it and see if there is initial interest. This presentation will help you to test your idea and refine it before you launch. Lets make your idea more successful.
20 ways of using content to drive salesBoris Gefter
Tips tricks and best practice for using content to acquire customers and retain customers. This presentation is broken down into direct sales, lead capture and nurturing, it explore different types of content (like video and animated gifs) and also discusses how to attract referrals and up selling & cross-selling your customer base. There is a BONUS section for amplification and promotion of content.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
1. Copywriter’s Handbook
by Robert Bly
•“The goal of advertising is not to be
liked, to entertain, or to win advertising
awards. The goal of advertising is to
sell products.”
– Robert Bly
Prepared by Colin Post – find me at
www.colinpost.net
2. Prepared by Colin Post – find me at
www.colinpost.net
• To convince the consumer to buy the product,
the copy must do three things:
1.Get attention.
2.Communicate.
3.Persuade
3. Writing to Get Attention: The Headline
Direct mail sales letters have 5 seconds to gain
the reader's attention.
"If you come up with a good headline, you are
almost sure to have a good ad ... But even
the greatest writer can't save an ad with a
poor headline." -- John Caples
Prepared by Colin Post – find me at
www.colinpost.net
4. Defining Headline / First Impression
1. In print advertising, it's the headline and visual.
2. In an email, it's the From and Subject lines.
3. In radio or TV ad, it's the first few seconds.
4. In a direct-mail package, it's the outer envelope or
first few sentences of the letter.
5. In a press release, it's the lead paragraph.
6. In a sales brochure or catalog, it's the front cover.
7. In a sales presentation, it's the first few slides or flip
charts.
8. On a website, it's the first screen of the homepage.
Prepared by Colin Post – find me at
www.colinpost.net
5. Four Possible Headline Functions
1. Get attention.
2. Select the audience.
3. Deliver a complete message.
4. Draw the reader into the body copy.
“The headline is the most important element in
most advertisements … On average, five times as
many people read the headline as read the body
copy.” – David Ogilvy
Prepared by Colin Post – find me at
www.colinpost.net
6. Headlines Get Attention
• Appeal to the reader’s self interest
– “Why Swelter Through Another Hot Summer?” – GE
air conditioners
• Give the reader news
– “Introducing …”
• Offer freebies and use the word, “free”
• Offer useful information
– “How to Bake Beans” – Van Camp’s
• Proven headline buzzwords:
– Free, how to, why, sale, quick, easy, bargain, last
chance, guarantee, results, proven, save
Prepared by Colin Post – find me at
www.colinpost.net
7. • Headline can qualify the buyer – “an ad for a
$65,000 sports car should (somehow) say,
‘This is for rich folks only!’”
• Select the right audience, screen out others.
“We’re looking for People to Write Children’s
Books!”
“Is Your Electric Bill Too High?”
Headlines Select the Audience
Prepared by Colin Post – find me at
www.colinpost.net
8. Headlines Deliver a Complete Message
This kind of headline can sell the 80%
who read headlines only.
• “Gas Energy Inc. Cuts Cooling and Heating
Costs Up to 50%!”
• “Caught Soon Enough, Early Tooth Decay Can
Actually Be Repaired by Colgate!”
* Include the selling promise and brand name.
Prepared by Colin Post – find me at
www.colinpost.net
9. Headlines Draw Reader into Copy
• For products that require much information to
sell, use humor, intrigue, mystery, ask a
question, promise reward, news, info.
“What do Japanese Managers Have That
American Managers Sometimes Lack?”
“The $5 Alternative to Costly Plastic Surgery”
“If You’re Confused About Buying a Personal
Computer, Here’s Some Help.”
Prepared by Colin Post – find me at
www.colinpost.net
10. • Direct Headlines
• Indirect Headlines
• News Headlines
• How-to Headlines
• Question Headlines
• Command Headlines
• Reason-Why Headlines
• Testimonial Headlines
Prepared by Colin Post – find me at
www.colinpost.net
8 Types of Headlines
11. 4 U’s Formula for Writing Effective Headlines
1. Urgent – gives the reader reason to act now instead of later.
– “Make $100,000 working from home this year.” (add ‘this year’)
2. Unique – says something new or something familiar in a new
way.
– “Why Japanese women have beautiful skin”
3. Ultra-specific – “fascinations” tease the reader into reading
further.
– “Best time to file for a tax refund”
4. Useful – appeals to reader’s self-interest by offering a benefit.
– “An Invitation to Ski and Save”
* Rate every headline you write on each U from 1 – 4. Then tweak it
to boost your total average rating.
Prepared by Colin Post – find me at
www.colinpost.net
12. Writing to Communicate
• “You sell more merchandise when you write
clear copy.”
• Causes of confusing copy:
– “Borrowed interest”, lengthy sentences, clichés,
big words, not getting to the point, a lack of
specifics, technical jargon, and poor organization
Prepared by Colin Post – find me at
www.colinpost.net
13. 11 Tips for Writing Clear Copy
1. Put the reader first, use “you”
2. Carefully organize your selling points
3. Break the writing into short sections
– Long paragraphs are intimidating
4. Use short sentences – easier to read
– Best average length = 14 to 16 words
5. Use simple words
6. Avoid technical jargon
7. Be concise – avoid wordy phrases, unnecessary
adjectives, redundancies, etc.
8. Be specific
9. Go straight to the point – start selling in the first line.
10. Write in a conversational style
11. Avoid sexist languagePrepared by Colin Post – find me at
www.colinpost.net
14. Stylistic Tricks of the Trade
• End sentences with a preposition.
• Use sentence fragments – adds drama.
• Begin sentences with conjunctions – easy transitions.
• Use one-sentence paragraphs – lively change of
pace.
• Use graphic techniques to emphasize words or
phrases – underlining, capitalization, boldface, italics,
arrows and notes, etc.
• Use bulletpoints
Prepared by Colin Post – find me at
www.colinpost.net
15. Copywriter’s Checklist
• Does the copy fulfill promise from headline?
• Is the copy interesting?
• Is it easy to read?
• Is it believable?
• Is it persuasive?
• Is it specific?
• Is it concise?
• Is it relevant?
• Does it flow smoothly?
• Does it call for action?
Prepared by Colin Post – find me at
www.colinpost.net
16. Writing to Sell
• Feature: a descriptive fact about a product or
service; it’s what the product is or has.
• Benefit: what the product does; it’s what the
user gains as a result of the feature.
“Write about benefits and not about features.” –
Robert W. Bly
“Customers don’t buy products or services …
They buy what these products and services do
for them.” – Learning Dynamics Incorporated
Prepared by Colin Post – find me at
www.colinpost.net
17. The Motivating Sequence
1. Get Attention
– Headline & visual, should focus on single strongest benefit
– Don’t use clever phrases, puns, irrelevant info while saving strongest
benefit for a big finish inside the copy.
2. Show a Need
– With most products, the need for the product may not be obvious.
– Demonstrate that need.
3. Satisfy the Need and Position Your Product as a Solution
– After demonstrating need, quickly show that your product satisfies
the need, answers questions, or solves problems.
4. Prove Your Product Can Do What You Say It Can Do
– Testimonials, comparisons to competition, studies / research, etc.
5. Ask for Action
– Last step must be a call for action to the next step in buying process.
– If possible, give an incentive for responding now: discounts, etc.
5-step formula to writing copy that sells:
Prepared by Colin Post – find me at
www.colinpost.net
18. The Unique Selling Proposition
USP is the major advantage your product
has over competition.
3 requirements for USP:
1. Each ad must say “buy this and get
this benefit.”
2. Proposition must be different from
competition.
3. Proposition must be so strong it pulls
new customers.
Prepared by Colin Post – find me at
www.colinpost.net
19. 4 Ways to Create USP
1. Stress an underpublicized or little-known
benefit.
2. Dramatize a known benefit in compelling
fashion.
3. Dramatize the product name or package.
4. Build long-term brand personalities.
Advertising is “the art of getting a USP into the
heads of the most people at the lowest
possible cost.” – Rosser Reeves
Prepared by Colin Post – find me at
www.colinpost.net
20. Know Your Customer
• Find out which benefits and features your
readers care about.
Copy hits prospects on 3 levels:
1. Intellectual – based on logic. Not as strong as
others.
2. Emotional – tap into fear, greed, love, vanity,
benevolence.
3. Personal – use you, you, you. Most powerful.
Prepared by Colin Post – find me at
www.colinpost.net
21. BFD Formula
To reach prospects on those 3 levels, determine
your target market BFD profile:
• Beliefs – attitudes toward need, your product
• Feelings – Confident and brash? Nervous and
fearful?
• Desires – What do they want? Goals? What
change?
– Before writing copy, write out in narrative form the
BFD profile of your target market.
Prepared by Colin Post – find me at
www.colinpost.net
22. Motivators Checklist
1. To be liked / appreciated
2. To be right
3. To feel important
4. To make / save money
5. To make work easier
6. To be secure
7. To be attractive or sexy
8. To be comfortable
9. To be distinctive
Prepared by Colin Post – find me at
www.colinpost.net
23. Motivators Checklist, contd.
10. To be happy
11. To have fun
12. To gain knowledge
13. To be healthy
14. To gratify curiosity
15. For convenience
16. Out of fear
17. Out of greed
18. Out of guilt
Prepared by Colin Post – find me at
www.colinpost.net
24. Long Copy vs. Short Copy
Length of copy will depend on:
1. Product – how much to say about it?
2. Audience – how involved are they with the
product?
3. Purpose of the copy – which step in the
buying process are you asking for?
Prepared by Colin Post – find me at
www.colinpost.net
25. Copy Length Grid
• Emotion refers to the degree of which the purchase
is emotional
– Diamond engagement ring vs. paper clips
• Involvement refers to how much time, effort, and
though goes into purchase
– Car vs. cheeseburger
Prepared by Colin Post – find me at
www.colinpost.net
Low Emotion High Emotion
Low
Involvement
Short Copy Medium Copy
High
Involvement
Medium Copy Long Copy
26. Other Factors that Determine
Length of Copy
• Price – more expensive, more copy
• Importance – high need products
(refrigerator) can be sold with less copy
• Familiarity – familiar products need less copy
Prepared by Colin Post – find me at
www.colinpost.net
27. Getting Ready to Write
1. Get all previously published material on the
product
– Brochures, reports, catalogs, ads, websites,
everything.
2. Ask questions about the product
– Features and benefits? Which are most important?
How is it different from competition?
3. Ask questions about your audience
– Who will buy? Why? What is main concern? What
motivates purchase?
4. Determine the objective of your copy
– To generate inquiries, sales, qualify prospects,
generate store traffic, keep in touch with customers
Prepared by Colin Post – find me at
www.colinpost.net
28. Technique for Producing Ad Ideas
1. Identify the problem
2. Assemble pertinent facts
3. Gather general knowledge
4. Look for combinations
5. Sleep on it
6. Use a checklist
7. Get feedback
8. Team up
9. Give new ideas a chance
Prepared by Colin Post – find me at
www.colinpost.net
29. 4 Missions of Print Ads
1. To sell products directly
– Lengthy, answer all questions, aim to close the sale
2. To generate sales leads
– May give a lot or little info, but never the full story. A
salesperson is needed for this buying process. The ad
asks for response for more info.
3. To build awareness of a product
– When product is not sold by mail or salesperson.
4. To build the company’s image
– Corporate advertising aimed at general public,
stockholders, investors, etc.
Prepared by Colin Post – find me at
www.colinpost.net
30. How to Write a Good Ad
1. Headline contains an important consumer benefit, or
news, or arouses curiosity, or promises a reward for
reading the copy.
2. Visual illustrates the headline’s main benefit.
3. Lead paragraph expands on headline theme.
4. Layout invites readers to read the copy.
5. Body copy covers all important sales points in logical
sequence.
6. Copy provides info needed to convince prospects to
take next step in buying process.
7. Copy is interesting and believable.
8. The ad asks for action.
Prepared by Colin Post – find me at
www.colinpost.net
31. Checklist of Ad Ideas
• Question ad – headline asks question, copy answers.
• Quiz ad – copy presents quiz, which qualifies reader.
• News ad – announces something new in products.
• Direct ad – straightforward presentation.
• Indirect ad – obscure headline arouses curiosity.
• Reward ad – promises a reward for reading copy.
• Command ad – commands reader to take action.
• Price-and-where-to-buy-ad – announces sale.
• Reason-why ad – presents reasons why you should buy.
• Letter-ad – written in letter form.
• Before-and-after – shows improvements.
• Testimonial – product user or celebrity speaks in favor
• Case history – detailed product success story.
• Free information ad – offers free brochure, pamphlet, or
other info. Prepared by Colin Post – find me at
www.colinpost.net
32. Ad Ideas Checklist, contd.
• Story – tells a story involving people and product.
• “New Wave” – relies on far-out graphics.
• Reader identification – headline selects audience.
• Information ad – gives useful info related to product.
• Location ad – features product in unusual location.
• Fictional characters – uses brand mascots, etc.
• Fictional places – e.g. Marlboro Country
• Cartoons and cartoon strips
• Advertiser in ad – advertiser speaks about own product.
• Invent a word – “athlete’s foot” and “halitosis” were marketing
inventions.
• Comparative advertising – shows your product against competition.
• Challenge – challenges reader to do something.
• Guarantee ad – focuses on guarantee, not product.
• Offer ad – focuses on the offer, sale, etc.
• Demonstration – shows how product works.
• Pun – attracts attention and explains pun in copy.
• Contests and sweepstakes
• Tie-in with current events – adds timeliness and urgency.
Prepared by Colin Post – find me at
www.colinpost.net
33. Writing Small Display or Classified Ads
1. Don’t ask directly for order. Get an inquiry.
2. Be concise – short and pithy as possible.
– Minimize address.
– Use phrases and sentence fragments.
– Remember your objective
3. Effective words:
– Free, new, amazing, now, how to, easy, discover,
method, plan, reveals, show, simple, startling,
advanced, improved, you
Prepared by Colin Post – find me at
www.colinpost.net
34. Writing Direct Mail
Successful direct-mail writers favor an informal,
conversational style … with personality,
enthusiasm, warmth, and sincerity.
Classic direct-mail package contains:
• Outer envelope
• Sales letter
• Brochure
• Reply card
“The letter sells; the brochure tells.”
Prepared by Colin Post – find me at
www.colinpost.net
35. 15 Ways to Start DM Sales Letter
1. State the offer.
2. Highlight the free literature.
3. Make an announcement.
4. Tell a story.
5. Flatter the reader.
6. Write to the reader Peer-to-Peer.
7. Personal message from the president.
8. Use a provocative quote.
9. Ask a question.
10. Make it personal.
11. Identify the reader’s problem.
12. Stress a benefit.
13. Use human interest.
14. Let the reader in on inside info.
15. Sweepstakes. Prepared by Colin Post – find me at
www.colinpost.net
36. 11 Tips on Writing Sales Brochures
1. Know where the brochure fits into the buying process.
– Leave-behinds, point-of-sale, inquiry response, direct
mail, sales support
2. Know whether the brochure stands alone.
3. Know your audience.
4. Put a strong selling message on the front cover.
5. Give complete info to get prospect to the next step in
the buying process.
6. Organize your selling points.
7. Divide the brochure into short, easy-to-read sections.
8. Use hardworking visuals, captions stress benefits.
9. Tell reader to take next step in buying process.
10. Don’t forget the obvious: contact info, prices, hours,
etc.
11. Make the brochure worth keeping.Prepared by Colin Post – find me at
www.colinpost.net
37. How To Organize Product Brochure Copy
• Introduction – capsule description
• Benefits – why customer should buy
• Features – how it’s different from competition
• “How it works” – description of how it works
• Types of users (markets)
• Applications
• Product availability – models, sizes, etc.
• Technical specifications
• Questions and answers – FAQ
• Company description
• Support – info on delivery, installation, guarantees
• The next step – how to order or get more info
Prepared by Colin Post – find me at
www.colinpost.net
38. How To Organize Service Brochure Copy
• Intro – outlines services, types of accounts
handled, reasons why reader should be
interested.
• Services offered – detailed descriptions.
• Benefits – describes what readers will gain and
differentiates you from competition.
• Methodology – outlines firm’s methods.
• Client list – list of customers who endorse service.
• Testimonials
• Fees and terms
• Biographical info – key employees
• The next step – instructions on what to do next.Prepared by Colin Post – find me at
www.colinpost.net
39. Catalogs vs. Brochures
• Brochures tell in-depth story about a single
product. Catalogs give short descriptions of
many products. Catalog descriptions must be
terse.
• Brochure’s mission is to provide enough info
for reader to take next step in buying process.
Catalogs are mail-order vehicles from which
you order; salesperson not needed for
catalogs.
Prepared by Colin Post – find me at
www.colinpost.net
40. Tips for Writing Catalogs
1. Write snappy headlines – strong benefit or
descriptive adjective.
2. Include a letter from the manufacturer.
3. Give all key product facts.
4. Devote the most space to best-sellers.
5. Use techniques that stimulate sales – toll-free
phone numbers, credit cards accepted, free
gifts.
6. Make the order form simple.
7. Indicate discounted items – 25% off! or $11.95
$8.95
Prepared by Colin Post – find me at
www.colinpost.net
41. Other Types of Sales Literature
• Annual reports
• Flyers
• Broadsides – flyers folded for mailing
• Invoice stuffers – small promos mailed with
monthly bills / statements
• Circulars – 4-8 pgs, full color, contain coupons for
local products
• Pamphlets – similar to brochures but more
general
• White papers – in-depth reports about product or
industry under guise of unbiased informationPrepared by Colin Post – find me at
www.colinpost.net
42. Writing Public Relations Materials
Press release: a printed news story prepared
by an organization and distributed to the
media for the purpose of publicizing the
organization’s products, services, or
activities.
Prepared by Colin Post – find me at
www.colinpost.net
43. Press Release Tips
• Clarity and accuracy are more important than
fancy letterhead or layouts.
• Cite outside PR firm if they wrote the release.
• Use release date or “For Immediate Release.”
• Leave ample space between date and headline.
• Headline should sum up story at one glance. Max
2-3 lines.
• Lead paragraph should include “who, what,
when, where, why, and how.”
• Include person to be credited for quoting or if
you make any claims. Editors don’t want to take
the position they’re claiming something.Prepared by Colin Post – find me at
www.colinpost.net
44. Press Release Tips, cont’d.
• Body picks up additional facts. Don’t use
superlatives or complimentary adjectives.
• Shoot for a single page, no more than 2.
• Include name, address, phone of someone to
contact for more information.
• If you use photos, print & attach caption on
the back of the photo w/ sources, contacts.
• Keep the release simple, straightforward, and
newsy. Excess verbiage turns editors off.
Prepared by Colin Post – find me at
www.colinpost.net
45. Making Press Releases Newsworthy
Advertising and promotion is not news. Editors will
only print that tells something new, or provides
info useful to the publication’s readers.
Possible topics for news releases:
• New product, old product with new name or
package
• Product improvement, or new version
• Old product available in new materials, color, size
• New application of an old product
• New accessories available for an old product
Prepared by Colin Post – find me at
www.colinpost.net
46. Possible topics for news releases, cont’d
• Speech or presentation given by executive
• Expert opinion on any subject
• Controversial issue
• New employees or promotions within company
• Awards / honors won by your organization
• Original discoveries or innovations
• New stores, offices, headquarters, facilities
• New sales reps, distributors, agents
• Major contracts won or achievements
• Joint ventures
• Management reorganization
• Case histories of successful applications or projects
• Tips and hints – how-to advice
• Change of company name, slogan, or logo
• Special events or charitable actsPrepared by Colin Post – find me at
www.colinpost.net
47. Writing for the Web
• Microsite: or long-copy landing page, is a website
designed to sell a product directly.
• Short-copy landing page: simple landing page for
product / offer. Often used for white papers, software
demos, inquiry fulfillment.
• Transaction page: similar to SCLP but with less
descriptive product copy. Basically just an order form.
• Long-copy email: designed to sell product directly by
driving recipient to short-copy landing page or
transaction page.
• Teaser email: short email designed to drive readers to
microsite or long-copy landing page.
• Lead-generation email: similar to teaser but drives
readers to request more information.
Prepared by Colin Post – find me at
www.colinpost.net
48. Writing for the Web, cont’d
• Online email conversion series: series of
follow-up email messages ,sent via
autoresponder, designed to convert inquiry to
sale.
• Online ad: typically a 100-word classified ad
on e-zine.
• Banner ad: HTML ad on a website.
• Pop-under: window that appears on a website
when visitor takes certain action (usually
trying to leave site). It makes a special offer,
usually in exchange for email address.
Prepared by Colin Post – find me at
www.colinpost.net
49. Email Marketing Tips
• Use From and Subject lines for headline.
• “Free” is effective buzzword in copywriting, but
using it in the Subject line can cause ISP or email
service to block the message, or forward it to
junk folder.
• Lead copy with a killer leading sentence. Email is
read with even less attention than other mail.
• Deliver mini-version of complete message in 1st
paragraph.
• After 1st paragraph, cover all benefits, features,
details, etc.
• Offer and response mechanisms should be
repeated in the close of the email.
• Limit response links to three.Prepared by Colin Post – find me at
www.colinpost.net
50. Email Marketing Tips, cont’d
• Use wide margins so weird wraps or breaks
don’t occur. Limit 55-60 characters per line.
• Be careful with all-caps, which is hard to read
and interpreted as SCREAMING online.
• In general, shorter is better.
• Get important points across quickly.
• Use helpful, friendly, informative and
educational tone. Not promotional or hard-
sell.
• Include an opt-out statement for readers who
don’t want to receive your messages.
Prepared by Colin Post – find me at
www.colinpost.net
51. Getting Past ISPs and Spam Filters
• Create a reverse DNS.
• Set up a Sender Policy Framework (SPF).
• Send only one message per connection.
• Limit sending rate – 10,000 messages / hour.
• Accept bounce messages.
• Validate HTML content at W3C.
• Avoid scripting (JavaScript, PHP, Perl).
• Understand content filtering basics.
• Monitor delivery and bounce rates by ISP and
domain.
• Monitor spam complaints – you’re sure to get
them. Prepared by Colin Post – find me at
www.colinpost.net
52. Writing a Conversion Email Series
1. You create some free content.
– Special reports, newsletter, etc.
2. You offer people the free content online.
– Get email address in exchange.
3. When they accept, you then sell them
products and services they have to pay for.
– Send a series of emails with the objective of
turning a requester of free content into a buyer
of a paid product.
Prepared by Colin Post – find me at
www.colinpost.net
53. Writing an Effective E-Zine
• Be a conduit who passes along useful info.
• Pay attention to questions, problems, and
ideas from customers.
• Distill lesson(s) into a tip easily shared.
• State problem / need as intro to tip.
• Give the solution – action steps.
• Describe benefit resulting from solution.
• List websites and other resources readers
can use.
• Put your best tip first.
Prepared by Colin Post – find me at
www.colinpost.net
54. Content not Covered
• I’ve left out a lot of good stuff from the book.
Missing from this presentation:
– How to Organize Corporate Brochure
– How To Write a Feature Article
– How To Write a Speech
– Writing Promotional Newsletters
– Writing Commercials and Multi-Media
– Writing Long-Copy Landing Pages
• virtually same as direct mail sales letter
– Writing a Blog and SEO Copywriting
– How to Get a Job as a Copywriter
– How to Hire and Work with Copywriters
– Graphic Design for Copywriters
Prepared by Colin Post – find me at
www.colinpost.net