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