Copywriting Crash Course

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    25-May-2015
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San Francisco School of Copywriting's January 2014 Copywriting Crash Course. Direct response copywriting course reveals the 5 secrets of good direct response copywriting.

Transcript of Copywriting Crash Course

  • 1. Copywriting Crash Course

2. Youll walk away with: The Five Secrets Successful Copywriters Use and Howto Incorporate them into YOUR Copy Today An Understanding of the Psychology of GreatCopywriting. How to get Interest, Keep Interest and Close People to Action The Opportunity to ask Your Questions A Special Offer After the Q & A Lets Go.. 3. 5 Copywriting secrets that can instantly enhance and improve your work and the results youll gain Know exactly WHOYoure Writing to Create Headlines that are Benefit Rich and Audience Focused Write to Their Pain Provide a Clear and Certain Solution Include a Crystal Clear Call to Action 4. Sales Myths: Pushy Sleazy Aggressive Talks too Much Wont Let You Out Alive. 5. Sales is About Solving Problems, Copy is About Sales Someone has a need Someone else fills it Copy describes the Need(pain) and provides the Solution (cure) You do that by clearly and compellingly describing the benefit(s) they will gain 6. Features and Benefits Youre a dentist and you offer any level of sedation a patient wants Feature: Choice of anesthesia Benefit: removes the fear of experiencing pain and makesthe patient feel in control, because they have a choice. You remodel homes and you use green and ecofriendly materials Feature: recycled and environmentally friendly materials. Benefit: responsible stewardship, good for theenvironment, reduced carbon footprint and in many cases healthy for the end user 7. SECRET ONE Know your audience Write To One Person and One Person Only 8. Some of You Reading This May Already Know YOU May Already Know Most of You are Here to Learn how to Sharpen Your Copy YOU are Here to Learn how to Sharpen YOUR Copy Make it intimate, picture one person in your audience, write to her What do you know about her? What does she lay awake worrying about? Why? Where does she live? Urban? Elsewhere? What does she read? Where does she shop? What causes does she support? What does any of this tell you about her that you can use? 9. SECRET TWO Emotion Drives the Train -Write To Their Pain and/or Solve Their Problem(s) 10. SECRET THREE Create Headlines that are Benefit Rich and Tell the Story 11. SECRET FOUR Provide a Clear and Certain Solution Paint a Vision of Their Future 12. SECRET FIVE Include a Crystal Clear Call to Action 13. Know Exactly WHOYoure Writing to Create Headlines that are Benefit Rich Write to Their Pain Provide a Clear and Certain Solution Include a Crystal Clear Call to ActionQuestions? 14. Get on the Bus