The Definitive Guide to Copywriting

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Neil Patel and Joseph Putnam’s

The Definitive Guide to

Copywriting

Want to read the complete guide?quicksprout.com/the-definitive-guide-to-copywriting/

WHO ARE THE GENIUSES BEHIND THE GUIDE?

ENTREPRENEUR

FOUNDER OF CRAZY EGG, KISSMETRICS AND QUICK SPROUT

RECOGNIZED AS TOP 100 ENTREPRENEURS UNDER 30 BY PRESIDENT OBAMA

NEIL PATEL

IMG source :http://bit.ly/1H9cYSA

DIRECTOR OF MARKETING FOR ISPIONAGE.COM

CONTENT MARKETING EXPERT

JOSEPH PUTNAM

WHAT IS COPYWRITING?

The art and science of writing copy to sell your

product/service and convince prospective clients to take

action.

WHAT IS COPY?

USE OF WORDS

IMG source : FreePik.com

CALL TO ACTION

DESIGN

CONTENT

MARKETING

GROWTH HACKING

COPYWRITING

BLOGGERS FOUNDERS

MARKETERSENTREPRENEURS

WHO USES COPY?

REACH LARGE AUDIENCE

WHY USE COPY?

SELL EFFECTIVELY

IMG source :http://bit.ly/1LhOgky

COPYWRITINGSTARTS HERE

LAYING A SOLID FOUNDATION

CHAPTER 1

EVERY PRODUCT HAS A UNIQUE PERSONALITY AND IT IS YOUR JOB

TO FIND IT.- JOE SUGARMAN

WHY UNDERSTANDING YOUR PRODUCT IS SO IMPORTANT

DAVID OGILVY for Rolls Royce

http://blog.bradleygauthier.com/david-ogilvy-headline-copywriting/

CREATE A PRODUCT DESCRIPTION DOCUMENT

HOW WOULD YOU DESCRIBE THE PRODUCT?

WHAT’S UNIQUE/SPECIAL ABOUT THIS PRODUCT?

WHAT BIG BENEFIT DOES IT PROVIDE?

WHAT PAIN DOES IT ALLEVIATE?

WHAT FEATURES ARE INCLUDED AND WHAT ARE THE BENEFITS OF EACH?

DEFINING YOURCUSTOMERS

CREATE CUSTOMERRESEARCH DOCUMENT

WHAT IS A TYPICAL CUSTOMER LIKE?

WHO WOULD LIKE TO BUY?

WHO BUYS?

WHAT DO CUSTOMERS LOVE?

HOW TO BETTER UNDERSTAND YOUR CUSTOMERS AND WRITE

MORE COMPELLING COPY

CHAPTER 2

COPY IS A DIRECT CONVERSATION WITH THE CONSUMER.- SHIRLEY POLYKOFF

THE EASIEST WAY TO LEARN MORE ABOUT YOUR CUSTOMERS

SURVEY

CREATE YOUR SURVEY

LEARN MORE ABOUTYOUR CUSTOMERS

HOW CAN I GET PEOPLE TO FILL OUT?

HOW MANY PEOPLE SHOULD I SURVEY?

WHY ARE MANY OF THE QUESTIONS OPEN ENDED?

EVALUATING THE RESPONSES

HEADLINE WRITING 101 : HOW TO WRITE ATTENTION GRABBING HEADLINE THAT

CONVERT

CHAPTER 3

“On the average, five times as many people read the headlines as read the body copy.” - DAVID OGILVY

http://blog.bradleygauthier.com/david-ogilvy-headline-copywriting/

HEADLINES ARE WORTH 90% OF THE ADVERTISING DOLLAR

FOUR U’s OF HEADLINE WRITING

UNIQUE

ULTRA-SPECIFIC

USEFUL

CONVEYS A SENSE OF URGENCY

YOUR HEADLINE SHOULD BE UNIQUE

MAKE YOUR COMPANY STAND OUT

YOUR HEADLINE SHOULD BE ULTRA-SPECIFIC

PROVIDE ENOUGH SPECIFIC INFORMATION

YOUR HEADLINE SHOULD CONVEY A SENSE OF URGENCY

COMPEL READERS TO CONTINUE READING

YOUR HEADLINE SHOULD BE USEFUL

CONVEYS THE BIG BENEFITS

4 PERSUASION SECRETS OF PROFESSIONAL COPYWRITERS

CHAPTER 4

EMPHASIZE BENEFITS OVER FEATURES

TIP 1 2

BE AS SPECIFIC AS POSSIBLE

TARGET EMOTIONS

LEVERAGE TESTIMONIALS

TESTIMONIALS CAN BE USED..

TO HIGHLIGHT KEY CLIENTS

TO STRENGTHEN KEY ASPECTS OF YOUR COPY

TO SAY THINGS YOU CAN’T

HEADLINES

WHY YOUR COPY SHOULDN'T BE ABOUT YOU

AND SIX OTHER PROVEN TIPS FOR BETTER WRITING

CHAPTER 5

WHY YOUR COPYSHOULDN’T BE ABOUT YOU

RULE 1

WRITE CONVERSATIONALLY

RULE 2

CREATE A SLIPPERY SLIDE

RULE 3

WRITE QUICKLY

RULE 4

USE SIMPLE LANGUAGE

RULE 5

USE SHORT PARAGRAPHS

RULE 6

ALWAYS GET YOUR COPY EDITED

RULE 7

5 MORE SECRETS FOR POWERFUL COPY THAT CONVINCES

PROSPECTS TO BUY

CHAPTER 6

MAKE PEOPLE FEEL THAT THEY BELONG

ASK PEOPLE TO JOIN

CREATE A COMMUNITY

DISPLAY CLIENT/CUSTOMER LOGOS

SHOW OFF SOCIAL MEDIA NUMBERS

CREATE A FEELING OF EXCLUSIVITY

PROVE THE VALUE OF YOUR PRODUCT

ESTABLISH YOURSELF AS AN AUTHORITY

HIGHLY TRAINED & EXPERIENCED STAFF

HOW TO CLOSE THE DEAL WITH YOUR COPY

CHAPTER 7

CREATING A SENSE OF URGENCY

The EVER POPULAR CALL TO ACTION

MAKE A COMPELLING OFFER

DON’T FORGET THE GUARANTEE

LONG VS. SHORT COPY WHICH IS BETTER?

CHAPTER 8

GUIDELINE 1

ONLY WRITE AS MUCH AS YOU NEED TO WRITE AND NO MORE

GUIDELINE 2

LONG COPY ANSWERS MORE OBJECTIONS

GUIDELINE 3

SOMETIMES SHORT COPY IS BETTER

GUIDELINE 4

PEOPLE READ WHAT’S INTERESTING TO THEM

HOW TO COMBINE COPY AND DESIGN FOR OPTIMUM RESULTS

CHAPTER 9

DESIGN:SET THE STAGE FOR THE OFFER

THE POINT OF YOUR COPY IS TO GET READ

GETTING COPY AND DESIGN TO WORK TOGETHER

TIPS, TIPS, TIPS!

DESIGN AND COPY

ALWAYS USE HIGH CONTRAST FOR FONTS

MAKE SURE YOUR FONT DOESN'TBLEND INTO A BACKGROUND

USE EVERY ELEMENT TO DRAW THE READER'S ATTENTION TO YOUR HEADLINES AND COPY

EMPLOY REVERSE TYPE SPARINGLY

THE GOLDEN RULE OF COPY —

TEST, TEST, AND TEST SOME MORE!

CHAPTER 10

KNOW HOW YOUR DESIGN AND COPY WILL ACTUALLY PERFORM

TEST 1

EMAIL SUBJECT LINES

TEST 2

E-MAIL CREATIVE AND COPY

TEST 3

WEBSITE HEADLINES AND COPY

PRACTICE EXERCISES

WE’RE DONE!

Want to read the complete guide?quicksprout.com/the-definitive-guide-to-copywriting/

GO AND WRITE YOUR OWN COPY

Neil Patel and Joseph Putnam’s

The Definitive Guide to

Copywriting

The Definitive Guide to Copywriting

Small Business & Entrepreneurship

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