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Stand out to YOUR CrowdA Simple Framework for
Customer-Driven Copywriting
@Harrisonamy
Why should I choose you?
@Harrisonamy
Why should I choose you?
@Harrisonamy
How do you know if your copy is cheating on you?
You see it hanging around other sites
@Harrisonamy
@Harrisonamy
@Harrisonamy
@Harrisonamy
@Harrisonamy
@Harrisonamy
@Harrisonamy
Track time and expensePowerful softwarePowerful featuresPowerful reports
Easy-to-use @Harrisonamy
New features every month
Start using in 10 minutes
“Our employees actually use it”
Google apps integration
Synch across mobile and tablet devices
Complex billing cycles @Harrisonamy
Best
High-quality
Innovative
Efficient
Max. potential
Effective
Leading
Powerful
Outstanding
Easy-to-use
Smart
Comprehensive
Easily manage
All-in-one
Passionate
Committed
@Harrisonamy
@Harrisonamy
PowerfulHigh-quality
Industry leadingEasy-to-use
@Harrisonamy
Solving umbrella terms - qualify“We are currently going through our copy to eliminate all vague promises and replacing them with more specific ones.
And the update. We asked for your views on the A/B-test we were running on our homepage. The variation produced an uplift on signups of around **% (also a **% drop in bounce rate).
It seems the more specific above-the-fold copy is, the more visitors are drawn in to read more”
Reino Meriläinen
Isolta.com
Internal or external copywriting?
@Harrisonamy
Internal or external copywriting?
@Harrisonamy
Internal or external copywriting?
263.3% increase in click throughs
@Harrisonamy
Is there a disconnect between:
What you KNOW
What you SAY
What your customer thinks you MEAN?
Instant pets!!?
Closing the gap
Is our time-tracking software easy-to-use?
Sure!
You’re only giving them 2 options to choose from…
WHAT about our time-tracking software makes it…
Easy-to-use?
What about our time-tracking software makes it…
Set-up, and send my first invoice in 10 minutes
Track time after-the-fact
Automatically log expenses just by snapping a pic of my receipts
Easy-to-use?
What about our time-tracking software makes it…
Easy-to-use? Set-up, and send my first invoice in 10 minutes
Track time after-the-fact
Automatically log expenses just by snapping a pic of my receipts
Internal or external copywriting?
External Perspective Internal perspective
New features every month Powerful features
10 minute set-up with video tutorials Easy-to-use
“Our employees actually use this one” Seamless integration
Google apps integration Powerful features
Complex billing cycles Saves time
Internal or external perspective?
External Perspective Internal Perspective
New features every month Powerful features
10 minute set-up with video tutorials Easy-to-use
“Our employees actually use this one” Seamless integration
Google apps integration Powerful features
Complex billing cycles Saves time
PromiseProof
10-minute set-up, new features every month, the
ability to handle complex billing cycles and
integration with Google apps.
[Product] is the powerful time-tracking software
that’s also easy-to-use.
@Harrisonamy
It’s about the CUSTOMER message
Not the words you use
”We need more users clicking our notifications.
What words should we use?
Should the words be more helpful? Or Fun?”
What does highly-responsive mean?
When their technician has finished his sandwich?
The same sweet-time my last provider took?
5 minutes after I’ve lost clients through downtime?
IT Support in 60 Minutes or Less (Yes, Even if You Need us On-Site)
The fast and friendly service for businesses in the South East
What does highly-responsive mean?
Okay then!
How can we make sure the customer perspective is included in our copy?
One way is to use Symptoms
@Harrisonamy
Struggling to integrate data across different accounts,
regions or countries?
@Harrisonamy
Does it take weeks to get detailed reports from your worldwide retailers?
Are you unable to compare international operations without further help from analysts?
Are your analytics reports 3-400 pages long?
Weave into your copy:
1. Here’s what you may have recognised (symptoms)
2. This is what’s causing them (problem)
3. This is what you need (cure)
4. This is what is possible with the cure (results / contrast)@Harrisonamy
Symptoms Problem Cure ContrastTaking weeks to get detailed reports from worldwide retail operations
Most softwarereports need analysts to make sense of the data and generate insights.
More automatedprocess for analysing data
Get faster reports.
Get a global perspective of operations quickly.
Use that data to make decisions faster, act upon opportunities while competitors are still aggregating data.
@Harrisonamy
People want a transformation
Not a transaction
@Harrisonamy
No-one wakes up wanting to click a button
Getting your customer’s attention:
Anchors and Visual Copy wake people up
Do I really need these?
ah…
Not Cool…
Not Cool…
Anchor (illustrate product performance)
+
Visual Copy(illustrate customer use)
Anchor
Visual Copy
Wall StreetWithout The Wolves
The Jargon-Free Investment Firm That Fits in Your Pocket
Wall StreetWithout The Wolves
The Jargon-Free Investment Firm That Fits in Your Pocket
AnchorVisual Copy
Cheating copy? Umbrella terms
What words and phrases show up on competitor sites? Proof Promise
Symptoms Disconnect?
1. Here’s what you may have recognised (symptoms)
2. This is what’s causing them (problem)
3. This is what you need (cure)
4. This is what’s possible with the cure (results / contrast)
1. What you think
2. What your copy says
3. What your customer thinks you mean
What can they do after? (Blind bears?)
Transformation
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