Three Key Ingredients that Help Your Customer Say "Yes!"


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Your website and other digital marketing materials can do a lot of heavy lifting -- IF you give your copy the attention it needs and deserves.

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Three Key Ingredients that Help Your Customer Say "Yes!"

  1. 1. Three Key Ingredients that Help Your Customers Say Yes
  2. 2. Hello, I’m Tea (aka The Chef) • • • • • 20+ years in marketing Author of “Attract & Feed a Hungry Crowd” Passionate about food & stories Proprietress of @teasilvestre
  3. 3. Before You Start… 1. Make sure you have an AWESOME product that people want/need 2. You've done the requisite homework to understand • Your Ideal Client • The Marketplace • Your Competitors
  4. 4. Ingredient #1 Get the Eye Balls
  5. 5. There’s a LOT of Content Out There We now generate as much information every two days as was generated from the beginning of recorded time to 2003. Eric Schmidt, Google CEO (2009)
  6. 6. It Starts with Your Headline Okay headline: Send large files to your friends Better headline (More Specific): The Absolute Easiest Way to Send Super Large Files For More, See:
  7. 7. Use Compelling Images
  8. 8. Compelling Images  Bridge language gaps  Capture attention  Boost shareability  Increase value on social media  Take time to find, create (don’t rush it!)
  9. 9. Ingredient #2 Keep Their Attention
  10. 10. Reader Friendly Format • • • • • • • • Simple language Very specific Scanable Shorter is better than longer Sections Subheadings Sentences 6 to 16 words No jargon!
  11. 11. Don’t Write Like This ABC Company leverages flexible, scalable financial management systems to improve organizational performance. We use industry-standard methodologies to select and implement best of breed financial systems with inherent functional best practices and leadingedge, industry-specific capabilities needed to effectively adapt to change. Blah, blah, blah, blah...
  12. 12. Boil it Down – Stay Simple We can grow with you. Our systems are the best available today.
  13. 13. Other No-Nos • • • • • • • • • Focusing on features, not benefits Too long Too formal Boring Self-Centered Inconsistent Vague Hyped-up Full of typos and other errors
  14. 14. Tips of the Trade  Don't worry about being grammatically correct!  It’s okay to end with prepositions now and then.  It’s okay to Use sentence fragments  Yes you CAN begin with conjunctions  Use one sentence paragraphs? Yep!
  15. 15. Edit Like a Pro  Write your first draft without edits  Read it out loud and edit  Read it again and edit  Remove any extraneous, flowery words  Get to the point  Read it out loud again
  16. 16. Ingredient #3: Persuasion
  17. 17. Motivate to Act Motivation is the art of getting people to do what you want them to do because they want to do it. Dwight David Eisenhower 34th President of the US
  18. 18. Write to Sell... • Features vs. Benefits = • Logic vs. Emotion • Don't assume your customer knows the benefits • For each feature ask, "So that...?" or "So what...?" until you get to the emotion • What's In It for Them?
  19. 19. Make it about BFD Reach your customer on all levels: Beliefs Feelings Desires
  20. 20. The Power of Emotion • Emotion = Energy in Motion • We always buy for emotional reasons • Don't ignore the logical - we rationalize with logic
  21. 21. Tell a Story
  22. 22. Happily Ever After • • • • • Know your customer's #1 itch, burning desire or biggest problem Show how your solution fulfills the promise Prove it! Testimonials Guarantees
  23. 23. 19 Key Positive Motivators To be liked To be appreciated To be right To feel important To make money To save money To save time To make work easier To be secure To be attractive To be sexy To be comfortable To be distinctive To be happy To have fun To gain knowledge To be healthy To gratify curiosity For convenience
  24. 24. 3 Key Negative Motivators Fear Greed Guilt (Don’t Over-use! Can Backfire on You)
  25. 25. Remember: Always Have a Call to Action
  26. 26. Copywriting Checklist  Does the copy fulfill the promise of the headline?  Is it interesting?  Is it easy to read? (test!)  Is it believable?  Is it specific?  Is it relevant?  Is there a call to action?  Does it PERSUADE?
  27. 27. Questions? • What’s one thing you will implement immediately? • What did you find unclear or want more examples of? • Other burning questions? • Talk to me! @teasilvestre (Twitter)
  28. 28. Yeast for Your Dough