Presented at Business of Software 2014. Joanna Wiebe, founder of CopyHackers. Joanna is sick of bland, dull copy - it's hurting your business and boring your customers. In this presentation she shows how to bring a bit of personality to your copy and make your messages much more memorable. Essential if you want to communicate successfully with anyone outside your business.

1. Joanna Wiebe, Copy
Hackers
YOUR
PERSONALITY
IS SHOWING

2. STOP
SAYING nothing

8. STOP
SAYING nothing

9. ü New
ü Busy
ü Bored
ü Removed

10. COMPETENT EXCITED SOPHIST. RUGGE
D
SINCER
E
ü More likely to buy
ü 3x more likely to recall

11. Predictability
bores
brains.

12. Say what your
competitors
won’t

13. MOFO

15. MOFO

17. MOFO

18. MOFO

19. "A PLAGUE UPON YOUR
EPILEPTIC VISAGE!"

20. CASTIGATE
DWINDLE
CLANGOR
SANCTIMONIOUS

21. “The artist, the painter, and
the advertiser set a trap to
catch your attention.”
Marshall Mcluhan

22. “Make it sing.”

24. Polish isn’t sticky

26. “Save time
and money”

27. “The future of
_______ is here”

28. “Welcome to the
new ______”

29. Jagged edges are sticky

33. DIFFERENT IS THE ONLY
THING THAT STANDS OUT

38. 123.9% more
clicks to sign up

39. BOOBS

40. MOFO

41. OBVS!

42. Those
are
EXCUSES

43. SEO?

44. CRO?

45. B2B?

46. Boring2Boring

48. 17.9% increase
in video views

49. Be visible
Get started with Flow
Welcome to Flow
Can I ask you something?
39.6%
open
rate
45.5%
open
rate
54.0%
open
rate
27% more
opens than
Control

50. 103% increase
in engagement

51. Say what your
competitors
won’t

52. How to write
non-sucky
copy

53. 1. Content audit
2. “Voice of customer”
3. 3AM

54. Do a competitor
content audit. 1

58. How does my
prospect talk?

59. How does my
prospect want to
talk?

60. Mine Amazon
reviews for VO2C.

64. 26% more
leads

65. Humanize
1. Sincere
Honest, genuine, cheerful
2. Competent
Reliable, responsible, efficient
3. Excited
4. Sophisticated
5. Rugged
Daring, spirited, imaginative, up-to-date
Glamorous, pretentious, romantic
Tough, strong, outdoorsy

66. The more people see
themselves in you,
the more they like you.

67. READERS 3
WRITE FOR 3AM

68. It’s 3am
1. Be clear.
2. Use short words.
3. Sprinkle in unexpected
words.
4. Break familiar patterns.
5. Use short sentences.
Fragments, too.
6. Skip the parts your
prospect skips.

69. BOOM

70. BOOM! This is how you get
traffic… and convert it

71. 104% OPEN RATE

72. How to write
non-sucky
copy

73. NO ONE
GETS
BONUS POINTS
FOR BEING
THE QUIETEST

74. JOANNA WIEBE
COPY HACKERS