ICanDoCopy Slides 3
8 Proven Copywriting Formulas
AIDA • • • •
Attention Interest Desire Action
Attention • •
Grab the readers attention with your headline Use a good story
Interest • • •
Keep their interest Why should they care? Stay on-topic and don’t waver
Desire • • •
Stimulate reader’s desire for benefits offered Create an emotional connection Focus on their needs
Action • • •
Emotions need an outlet Present the call-to-action What do they need to do?
AIDA Example
Before-After-Bridge • • • •
‘Imagine’ Start with before – what life is like now Image a wonderful future The bridge explains how to get there
Before-After-Bridge Example
Problem-Agitate-Solve • • •
Problem – Identify your reader’s problem Agitate – Make the feel the pain Solve – Offer the solution
Problem-Agitate-Solve Example
Features-Advantages-Benefits • • •
Features – The unique features of the product Advantages – Why these features are outstanding Benefits – How this makes like better
Features-Advantages-Benefits Example
5 Basic Objections • • • • •
"I don't have enough time." "I don't have enough money." "It won't work for me." "I don't believe it." "I don't need it.”
5 Basic Objections Example
The Story Arc • • •
The Opening – Introduce the character & identify an unexpected event that cast them into pain The Conflict – The hero struggles with his/her pain The Solution – The solution returns things to normal
The Story Arc Example
Picture-Promise-Prove-Push • • • •
Picture - Paint a picture of the type of life your reader is dreaming of. Promise - Describe how your product or service will deliver them to this life. Prove - Back up your claim by providing proof Push - Ask for a commitment from the reader
Picture-Promise-Prove-Push Example
The 3 Reasons Why • • •
Why are you the best? Why should I believe you? Why should I buy (take action) right now?
The 3 Reasons Why Example
How To Get Your Content Found
How Search Engines Find Web Content • •
Search engines use algorithms to rank and find content Google ‘Crawls’ websites and collects data
What This Means for Your Web Copy •
•
You can increase the likelihood of being found using specific keywords & phrases Using keywords too much can get you penalized
How To Find Good Keywords • •
One of the major occupations of online marketers Keywords won’t make or break your SEO strategy
3 Things to Look for in Keywords
Tools for Finding Keywords • • • •
The most important criteria is relevance Brainstorm Use online tools Try Google's free AdWords Planner.
How To Use Your Keywords • • •
Use your most important keyword somewhere in your headline Work your keywords into sub-headers, but keep it natural Use each keyword a few times in the body of your text
• • •
Include keywords in meta-tags The most important are the title, header and description meta-tags Be careful not to overdo it
Tools for Checking Your SEO Power • • • •
Google Analytics SEO Centro's SEO Analyzer Site Analyzer's website analysis tool WordPress SEO
Beyond Keywords • • •
Keep your SEO simple Build backlinks from other sites Well-written copy is what brings people in
Activity • • •
Identify one piece of content which you want found on the web Research and identify 1 to 2 keywords people would use to find that content, along with 5 variations or phrases. Identify where you will make changes to incorporate the keywords
AIDA • • • •
Attention Interest Desire Action
Attention • •
Grab the readers attention with your headline Use a good story
Interest • • •
Keep their interest Why should they care? Stay on-topic and don’t waver
Desire • • •
Stimulate reader’s desire for benefits offered Create an emotional connection Focus on their needs
Action • • •
Emotions need an outlet Present the call-to-action What do they need to do?
AIDA Example
Before-After-Bridge • • • •
‘Imagine’ Start with before – what life is like now Image a wonderful future The bridge explains how to get there
Before-After-Bridge Example
Problem-Agitate-Solve • • •
Problem – Identify your reader’s problem Agitate – Make the feel the pain Solve – Offer the solution
Problem-Agitate-Solve Example
Features-Advantages-Benefits • • •
Features – The unique features of the product Advantages – Why these features are outstanding Benefits – How this makes like better
Features-Advantages-Benefits Example
5 Basic Objections • • • • •
"I don't have enough time." "I don't have enough money." "It won't work for me." "I don't believe it." "I don't need it.”
5 Basic Objections Example
The Story Arc • • •
The Opening – Introduce the character & identify an unexpected event that cast them into pain The Conflict – The hero struggles with his/her pain The Solution – The solution returns things to normal
The Story Arc Example
Picture-Promise-Prove-Push • • • •
Picture - Paint a picture of the type of life your reader is dreaming of. Promise - Describe how your product or service will deliver them to this life. Prove - Back up your claim by providing proof Push - Ask for a commitment from the reader
Picture-Promise-Prove-Push Example
The 3 Reasons Why • • •
Why are you the best? Why should I believe you? Why should I buy (take action) right now?
The 3 Reasons Why Example
How To Get Your Content Found
How Search Engines Find Web Content • •
Search engines use algorithms to rank and find content Google ‘Crawls’ websites and collects data
What This Means for Your Web Copy •
•
You can increase the likelihood of being found using specific keywords & phrases Using keywords too much can get you penalized
How To Find Good Keywords • •
One of the major occupations of online marketers Keywords won’t make or break your SEO strategy
3 Things to Look for in Keywords
Tools for Finding Keywords • • • •
The most important criteria is relevance Brainstorm Use online tools Try Google's free AdWords Planner.
How To Use Your Keywords • • •
Use your most important keyword somewhere in your headline Work your keywords into sub-headers, but keep it natural Use each keyword a few times in the body of your text
• • •
Include keywords in meta-tags The most important are the title, header and description meta-tags Be careful not to overdo it
Tools for Checking Your SEO Power • • • •
Google Analytics SEO Centro's SEO Analyzer Site Analyzer's website analysis tool WordPress SEO
Beyond Keywords • • •
Keep your SEO simple Build backlinks from other sites Well-written copy is what brings people in
Activity • • •
Identify one piece of content which you want found on the web Research and identify 1 to 2 keywords people would use to find that content, along with 5 variations or phrases. Identify where you will make changes to incorporate the keywords
