B2B Copywriting that Persuades and Converts
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Transcript of B2B Copywriting that Persuades and Converts
B2B Copywriting that Persuades and Converts
Instructor: Rey VillarChicago Online Marketing Group Copywriting WorkshopAugust 25, 2009
Content is King
Writers are a dime a dozen!
Good copywriters are worth their weight in gold!
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
I. Price
Does NOT matter!
¨ Price is a crutch¨ Price is a trap¨ It’s about the value¨ Value: what you get in excess of the price
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
II. Purpose
Sell!
¨ Close doesn’t count¨ Not a popularity content¨ Copywriting doesn’t just move or persuade¨ Copywriting gets people to act
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
II. Purpose
Copywriters are sellers
Like successful sales pros, top copywriters have overcome the biggest obstacle to success – their fear of rejection
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
III. Product
Believe in your Product!
¨ Understand its many benefits¨ Understand its value¨ Embrace its shortcomings¨ Work to improve it¨ Write like the owner!
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
III. Product
Benefits vs. Features
¨ Promote the feature, but sell the benefit¨ Passion vs. logic¨ To find the benefit, keep asking “So What”¨ Homework: 12 benefits for each product
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
III. Product
Your Unique Selling Proposition
¨ The USP is Your Most Powerful Weapon¨ When in Doubt, Fall Back on Your USP
¨ USP = Your Biggest Benefit + Strong Unique Aspect of Your Business
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
III. Product
B2B marketers promote 2 products
¨ Our own products¨ Our clients’ products
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. Profile
Know Your Customers
¨ Don’t pigeonhole your audience¨ Relevancy: precision targeting of message¨ Have a customer in mind when you write¨ Remember the 4 Dominant Personalities
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 1: Mel Brooks¨ Character: Friendly, Creative, Impatient; Fun;
Entertaining; Sensitive; Changes Mind A Lot; Spontaneous
¨ Likes: Face-to-Face; Experiencing Things; Personal Affirmation; To Know What Others are Doing
¨ Query: what’s your solution to my problem?
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 1: Mel Brooks¨ Buying Needs: Testimonials; Personalized
Facts; Emphasize Loyalty; Build & Maintain Relationships
¨ Avoid: Uncreative; Moving Too Fast; Uncaring; Selfish; Emotional
¨ Our approach is personalized to meet your needs.
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 1: Mel Brooks¨ Keywords: Experience; Clever; Considerate;
Flexible; Playful; Performer; Fun; Helpful; Down-to-Earth; Do It!
¨ Approach: Address Values; Provide Assurances & Credible Options
¨ Focus on language that answer WHY
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 2: Mr. Spock¨ Characteristic: Need to be Organized to Act;
Analytical; Conservative; Well-Educated; Methodical
¨ Likes: Organization & Planning¨ Dislikes: Surprises & Abstract¨ Query: what’s the solution to the problem?
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 2: Mr. Spock¨ Buying Needs: Hard Evidence; Data & Facts;
Superior Service; Time to Review; Wants Education
¨ Avoid: Illogical; Careless; Defensive; Unprepared; Large-Scale Changes
¨ Your results are guaranteed. Explore our methodology to see why our clients…
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 2: Mr. Spock¨ Keywords: Practical; Organized; Analytical;
Logical; Procedures; Tradition; Thorough¨ Approach: Provide Hard Evidence &
Superior Service
¨ Focus on language that answer HOW
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 3: Oprah¨ Characteristic: Warm, Friendly, Flexible,
Open; Creative, Idealistic; Humanistic¨ Likes: Big Picture; Giving; Harmony;
Personal Affirmation¨ Query: Who has used your solution to solve
my problem?
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 3: Oprah¨ Buying Needs: Testimonials; Follow a
Rational Train of Though; Use Personalized Possibilities; Paint a Picture with Words
¨ Avoid: Uncreative; Dull; Simple; Selfish; Stupid; Little
¨ Discover how thousands of clients like you have been satisfied…
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 3: Oprah¨ Keywords: Creative; Charismatic; Caring;
People Person; Possibilities; Communicator; Flexible; Unique
¨ Approach: Offer Testimonials & Incentives
¨ Focus on language that answer WHO
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 4: Bill Gates¨ Characteristic: Full of Ideas; Independent;
Enthusiastic; Controlling; Risk-Taking; Competitor
¨ Likes: Challenges; Autonomy; Possibilities; Achieving Goals; Uniqueness
¨ Hates: Incompetence ¨ Query: what can your solution do for me?
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 4: Bill Gates¨ Buying Needs: Competence; Knowledge-
Driven; Project into Future; Big Picture; Pros and Cons; Involve Customer in Decision
¨ Avoid: Uncreative; Simplistic; Feelings; Incompetence; Emotional
¨ The Bottom Line is that Your Results are Guaranteed.
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IV. ProfilePersonality 4: Bill Gates¨ Keywords: Logical; Possibilities;
Complexity; Improvisation; Competence; Skeptical; Entrepreneur
¨ Approach: Provide Options, Probabilities; Challenges
¨ Focus on language that answer WHAT
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
V. Pain
Understand your client’s pain
¨ Fears¨ Wants and Desires¨ Daily hassles and challenges¨ Why do they do it?¨ Homework: interview agents you know
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VI. Pull
Your Content is Worthless… Unless You Get Prospects to Read
¨ Rule 1: Relate to their Pain – Immediately¨ Rule 2: Remove Obstacles¨ Rule 3: Guide Your Readers¨ Rule 4: ABC – Always Be Closing
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VI. Pull
Immediately Be Relevant
¨ Subject lines¨ Headlines¨ Page title and description tags¨ Sender information
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VI. Pull
Subject Line Tips
¨ Relevancy rules – W.I.I.F.M?¨ There is NO formula – so tests are crucial¨ Urgency can drive action¨ Lead – but don’t mislead¨ Watch the spam filters
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VI. Pull
Headline Tips¨ Boring is boring!¨ Leave them wanting more¨ Ask an urgent question¨ Promise to solve a problem¨ Expose a secret (or offer exclusivity)¨ Homework: create a 100-sample swipe list
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VI. Pull
Remove Obstacles!¨ Paragraphs must be short – especially 1st
¨ Be positive!¨ Stick to the point: sell¨ Kill the fluff and hype¨ Edit: if you can take it out, then take it out!
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VI. Pull
Guide Your Readers¨ Write for skimmers¨ Sub-headers¨ Eye-catchers: dashes, ellipses, symbols,
numbers, italics, underlines¨ Bullets can be beautiful¨ Give it air!
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VI. Pull
Guide Your Readers¨ Start each paragraph with a bang!¨ Vary paragraph & sentence lengths.¨ Their time is important – stop wasting it!¨ Avoid jargons¨ Are you a sexist, ageist chauvinist?¨ Design & graphics must help not hurt
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VI. Pull
Always Be Closing¨ Ask for It!¨ The Ask is Crucial – but Often Overlooked¨ Be Relevant¨ Give Them Choices¨ Support the Call to Action
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VII. Pace
It’s Face-to-Face Sales, But on Paper¨ Conversational¨ Simplify your language¨ Positive tone: you solve problems¨ Know the rules – then bend them¨ Would you buy from a clown?¨ Saturate with benefits¨ Use joints
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
VIII. Promise
What Are You Offering?
¨ The “Tah Dah” Effect¨ Sell your freebies¨ Make your guarantee sell¨ Value and Benefits
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
IX. Produce
Deliver on Your Promises
¨ People love promises; they just hate it when they’re broken
¨ Avoid the hype¨ Keep reassuring prospects through the sale¨ Testimonials are powerful
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
X. Practice
Practice Makes Permanent
¨ Use Spell-checkers – but don’t rely on them¨ Writing is ECE: Edit, Cut and Edit again¨ Remember your purpose¨ Walk with your customer¨ Test! Test! Test!
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
The 10 Ps1. Price
2. Purpose
3. Product
4. Profile
5. Pain
6. Pull
7. Pace
8. Promise
9. Produce
10. Practice
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar
SEO Copywriting
Operating in the Shadows¨ Keywords¨ Tags: Title, H1, H2, Emphasize¨ First and Last paragraph¨ It’s not about keyword density!¨ Keyword variation on a theme¨ Your primary purpose is still to sell!
Reynaldo Villar, 2009 | LinkedIn: #reynaldovillar | Twitter: @reyvillar