The Definitive Guide to Copywriting

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Neil Patel and Joseph Putnam’s

The Definitive Guide to

Copywriting

http://www.freepik.com/free-vector/freelance-office_779751.htm#term=copywriting&page=1&position=0


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

SEO

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

TIP 1


YOUR HEADLINE SHOULD BE UNIQUE

MAKE YOUR COMPANY STAND OUT


TIP 2


YOUR HEADLINE SHOULD BE ULTRA-SPECIFIC

PROVIDE ENOUGH SPECIFIC INFORMATION


TIP 3


YOUR HEADLINE SHOULD CONVEY A SENSE OF URGENCY


COMPEL READERS TO CONTINUE READING

TIP 4


YOUR HEADLINE SHOULD BE USEFUL

CONVEYS THE BIG BENEFITS


4 PERSUASION SECRETS OF PROFESSIONAL COPYWRITERS


CHAPTER 4


EMPHASIZE BENEFITS OVER FEATURES

TIP 1 2

1 3

4

5

6

7 8 9


BE AS SPECIFIC AS POSSIBLE

TIP 2

TARGET EMOTIONS


TIP 3

LEVERAGE TESTIMONIALS


TIP 4


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

TIP 1


ALWAYS USE HIGH CONTRAST FOR FONTS


TIP 2


MAKE SURE YOUR FONT DOESN'TBLEND INTO A BACKGROUND

IMAGE


TIP 3


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


TIP 4


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



Small Business & Entrepreneurship

The Definitive Guide to Copywriting