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By Lynn Scheurell,
Copywriter and Business Catalyst
www.CatalyzeYourCopy.com
 The power of copywriting in action
 Social selling concepts
 The most important decision for positioning
 What you actually DO for your clients
 The sweet spot of copywriting
 What compels people to invest on the spot
 9 „sales‟ your copy must make
 The secret that gets your copy read
 12 positioning tools
 Copywriting red flags you can easily avoid
 And more…
www.CatalyzeYourCopy.com
3 C‟s: Copywriter, Catalyst and Conscious
Business since 1998
PLUS
My first cell phone
I have been to Platform 9 ¾!
www.CatalyzeYourCopy.com
Which One Moves You?
“Blind Man
Without A Pension”
“Spring Is Coming –
But I Won‟t See It”
www.CatalyzeYourCopy.com
Copywriting is the number one skill you need
in business!
 Website
 Ebooks / books
 Direct mail (post cards, sales
letters)
 Business card
 Social media
 Articles / blogs
 Paid advertising (PPC, etc.)
 SEO campaigns / keywords
 JV / Affiliate offers
 PR / Media
 Radio / TV / Video scripts
 Print advertising
 Text messages
 QR codes
 Signage (billboards, public
signage)
 Trade shows
 Brochures / fliers
 Special reports / white
papers
 Infographics
 Optin incentives
 Webinars
 Podcasts
 Products
 Upsells
 Email promotions
 Phone sales
 Testimonials / success
stories
www.CatalyzeYourCopy.com
 Social media monitoring  new lead gen
 Social networks  new Rolodex
 Social engagement  new cold calling
 Sharing and caring  new cultivation / nurturing
process
 Community management  new reference selling
 Mindshare development  new competitive edge
 Advocates engagement  new megaphone
And it ALL takes good content / copywriting… ;+)
www.CatalyzeYourCopy.com
 Your “Who”
◦ Solution You Offer
◦ Language You Use
 You MUST write to a specific person.
“The riches are in the niches.”
 Your audio logo can help clarify:
I help (who / what) to (do / create / change /
achieve what) so they can (have / enjoy /
experience what result).
www.CatalyzeYourCopy.com
 You create change in your clients‟ lives:
◦ Shorten the journey by helping with constraints
◦ Eliminate busywork
◦ Leverage their resources
 Your copy becomes the bridge between new
knowledge and taking applied action with
your solution!
www.CatalyzeYourCopy.com
 Where your product goal meets your reader‟s
need.
 Tell a story that has impact, actionable
frameworks and a compelling call to action.
 Copywriting is a sequenced communications
plan to build your brand, your tribe and your
revenues.
www.CatalyzeYourCopy.com
 Narrow your message:
◦ Meet needs
◦ Anticipate goals
◦ Share the vision
 Teach people (not ideas or probabilities)
 The smarter the message, the smarter the
prospect
www.CatalyzeYourCopy.com
 People will buy the best crap they can find –
you owe it to them to get seen!
 The ONLY thing that compels people to act…
you MUST make the ask!!!
 Make their investment smaller than not
investing with / through you
 Optimize the reader‟s thought sequence
www.CatalyzeYourCopy.com
1. Attention
2. Readership
3. Benefit
4. Credibility
5. Uniqueness
www.CatalyzeYourCopy.com
6. Value
7. Safety
8. Convenience
9. Now
 Your headline grabs your reader‟s attention.
 Great headlines offer a compelling benefit to the
reader in exchange for their attention in reading
your sales message.
 Getting readers to read the first paragraph is just
half the battle; if you fail to meet their
expectations, they‟ll leave even if your content is
great.
 Second „secret‟ = adding value!
www.CatalyzeYourCopy.com
1. Is your headline offering a reward for the reader to
spend time / energy reading your sales copy?
2. Are there additional specifics that would make your
headline stronger / more enticing / more credible?
3. Does your headline evoke a strong emotive
response for the reader that they can take action
on?
4. Does your headline get the reader to nod their head
in agreement?
www.CatalyzeYourCopy.com
1. Perspective
2. Philosophy
3. Personal Path
4. Position (role, title)
5. Popularity
6. Partnerships
7. Progress
8. Praise
9. Press / Performances
10. Paying clients
11. Promotions ( endorsements)
12. Product
~ Brendan Burchard
www.CatalyzeYourCopy.com
 Overusing “I” (especially on the home page)
 Not optimizing the reader‟s thought sequence
 Referencing features, not benefits
 Bad headlines
 Boring content
 Irrelevant, „fluffy‟ content
 Not meeting the mental conversation happening
 Not having a call to action
Now you know how to avoid all of these!!!
www.CatalyzeYourCopy.com
 You don‟t feel clear when you talk about what
you do.
 Other people don‟t know how to describe what
you do.
 You feel hesitant to write about your offers.
 You find it difficult to put together products or
promotions.
 You procrastinate on marketing your business.
Good copy is your key to attracting clients and, as
a result, creating positive change in the world.
www.CatalyzeYourCopy.com
Learn How To Find And Write Your Authentic
Voice For Clear Communications, Concise
Messaging And Optimal Client Conversions
An 8-Part Webinar Series That Teaches Simple
Copywriting Strategies, Techniques and
Thought Sequences For Powerful, Compelling
And Magnetic Marketing
www.CatalyzeYourCopy.com
www.CatalyzeYourCopy.com
 Know it‟s time to take their business to the next
level
 Aren‟t necessarily good writers but are ready to
apply the teachings
 Have at least a business direction (even if no
products or programs are defined yet) so that
there is a way to focus for maximum value
 Choose to create a compelling connection with
their market
www.CatalyzeYourCopy.com
 Your audio logo
 Networking
introduction
 Using word bridges
 Benefits vs.
features
 A note on
determining your
best niche
 Articulating your
three key benefits
www.CatalyzeYourCopy.com
 The 7 components of
your marketing
message
 12 characteristics of
effective and
memorable
marketing messages
 Key differentiators
 Persuasion writing
technique
 The 7 motivating
soul needs
 The 5 stages of
enrollment
 The top words /
phrases to use in
your copy
 How to write
compelling
headlines
www.CatalyzeYourCopy.com
 The 4 voices of
consumers and
their buying
motivations
 How to write in
each style
 How to active the
unconscious for
buying decisions
 Pleasure or pain?
 Attention formulas
“This isn‟t just a copywriting course – it‟s a
personal development course too because I
have to know my value before I can write about
it!” ~ Maria Benning, Austin, TX
“I had no idea what I didn‟t know about
marketing… in just the first three lessons, I
generated my first $997 payment EVER in my
business! It‟s copywriting and sooo much
more…” ~ Jyoti SaeUn, Oakland, CA
www.CatalyzeYourCopy.com
 Constructing clear
calls to action
 Website conversion
keys through
optimized thought
sequence
 Creating an
irresistible offer
 Keywords
 SEO
www.CatalyzeYourCopy.com
 Bio / backstory
 Blog entries and
articles
 Social media
formulas
 Testimonials
 Success stories
 Video marketing
 Press releases
 Drafting the main
pages of your
website
 Mistakes to avoid
in copywriting
 Optin incentive
 Thank you pages
 Autoresponders
www.CatalyzeYourCopy.com
 Places to
distribute and
circulate your
content
 Platform-building
strategies
 Spinning and
repurposing
content
 Content marketing
strategy
 This is a virtual course, offered by pre-recorded
webinars, accompanied by Learning Guides, bonus
materials and document templates over the course of
eight lessons.
 You will learn marketing basics as well – after all, you
can‟t write copy if you don‟t know how to market!
 This course is very practical – you must be able to DO
it on your own (or know what you‟re hiring for)!
 You determine your actual pace of writing in this
course and are not required to write anything if you
don‟t choose to do so.
www.CatalyzeYourCopy.com
 If you don‟t know how to write marketing copy,
you‟re either leaving money on the table with
potential clients OR you‟re spending too much in
outsourcing it (and, in that case, it may not be
reflecting your true voice either)
 I‟ve been teaching entrepreneurs how to do
business better since 1998.
 Copywriting is a core skill that must have context
in order to grab onto it more effectively – and
that‟s why this course doesn‟t teach only
copywriting.
www.CatalyzeYourCopy.com
“The secret of all effective advertising is not
the creation of new and tricky words and
pictures, but one of putting familiar words
and pictures into new relationships.”
~ Leo Burnett
Discover how YOU can write copy starting now:
www.CatalyzeYourCopy.com
www.CatalyzeYourCopy.com

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Catalyze Your Copy: Strategies To Write Powerful Copy for Clarity, Concise Messaging and Optimal Client Conversions

  • 1. By Lynn Scheurell, Copywriter and Business Catalyst www.CatalyzeYourCopy.com
  • 2.  The power of copywriting in action  Social selling concepts  The most important decision for positioning  What you actually DO for your clients  The sweet spot of copywriting  What compels people to invest on the spot  9 „sales‟ your copy must make  The secret that gets your copy read  12 positioning tools  Copywriting red flags you can easily avoid  And more… www.CatalyzeYourCopy.com
  • 3. 3 C‟s: Copywriter, Catalyst and Conscious Business since 1998 PLUS My first cell phone I have been to Platform 9 ¾! www.CatalyzeYourCopy.com
  • 4. Which One Moves You? “Blind Man Without A Pension” “Spring Is Coming – But I Won‟t See It” www.CatalyzeYourCopy.com
  • 5. Copywriting is the number one skill you need in business!  Website  Ebooks / books  Direct mail (post cards, sales letters)  Business card  Social media  Articles / blogs  Paid advertising (PPC, etc.)  SEO campaigns / keywords  JV / Affiliate offers  PR / Media  Radio / TV / Video scripts  Print advertising  Text messages  QR codes  Signage (billboards, public signage)  Trade shows  Brochures / fliers  Special reports / white papers  Infographics  Optin incentives  Webinars  Podcasts  Products  Upsells  Email promotions  Phone sales  Testimonials / success stories www.CatalyzeYourCopy.com
  • 6.  Social media monitoring  new lead gen  Social networks  new Rolodex  Social engagement  new cold calling  Sharing and caring  new cultivation / nurturing process  Community management  new reference selling  Mindshare development  new competitive edge  Advocates engagement  new megaphone And it ALL takes good content / copywriting… ;+) www.CatalyzeYourCopy.com
  • 7.  Your “Who” ◦ Solution You Offer ◦ Language You Use  You MUST write to a specific person. “The riches are in the niches.”  Your audio logo can help clarify: I help (who / what) to (do / create / change / achieve what) so they can (have / enjoy / experience what result). www.CatalyzeYourCopy.com
  • 8.  You create change in your clients‟ lives: ◦ Shorten the journey by helping with constraints ◦ Eliminate busywork ◦ Leverage their resources  Your copy becomes the bridge between new knowledge and taking applied action with your solution! www.CatalyzeYourCopy.com
  • 9.  Where your product goal meets your reader‟s need.  Tell a story that has impact, actionable frameworks and a compelling call to action.  Copywriting is a sequenced communications plan to build your brand, your tribe and your revenues. www.CatalyzeYourCopy.com
  • 10.  Narrow your message: ◦ Meet needs ◦ Anticipate goals ◦ Share the vision  Teach people (not ideas or probabilities)  The smarter the message, the smarter the prospect www.CatalyzeYourCopy.com
  • 11.  People will buy the best crap they can find – you owe it to them to get seen!  The ONLY thing that compels people to act… you MUST make the ask!!!  Make their investment smaller than not investing with / through you  Optimize the reader‟s thought sequence www.CatalyzeYourCopy.com
  • 12. 1. Attention 2. Readership 3. Benefit 4. Credibility 5. Uniqueness www.CatalyzeYourCopy.com 6. Value 7. Safety 8. Convenience 9. Now
  • 13.  Your headline grabs your reader‟s attention.  Great headlines offer a compelling benefit to the reader in exchange for their attention in reading your sales message.  Getting readers to read the first paragraph is just half the battle; if you fail to meet their expectations, they‟ll leave even if your content is great.  Second „secret‟ = adding value! www.CatalyzeYourCopy.com
  • 14. 1. Is your headline offering a reward for the reader to spend time / energy reading your sales copy? 2. Are there additional specifics that would make your headline stronger / more enticing / more credible? 3. Does your headline evoke a strong emotive response for the reader that they can take action on? 4. Does your headline get the reader to nod their head in agreement? www.CatalyzeYourCopy.com
  • 15. 1. Perspective 2. Philosophy 3. Personal Path 4. Position (role, title) 5. Popularity 6. Partnerships 7. Progress 8. Praise 9. Press / Performances 10. Paying clients 11. Promotions ( endorsements) 12. Product ~ Brendan Burchard www.CatalyzeYourCopy.com
  • 16.  Overusing “I” (especially on the home page)  Not optimizing the reader‟s thought sequence  Referencing features, not benefits  Bad headlines  Boring content  Irrelevant, „fluffy‟ content  Not meeting the mental conversation happening  Not having a call to action Now you know how to avoid all of these!!! www.CatalyzeYourCopy.com
  • 17.  You don‟t feel clear when you talk about what you do.  Other people don‟t know how to describe what you do.  You feel hesitant to write about your offers.  You find it difficult to put together products or promotions.  You procrastinate on marketing your business. Good copy is your key to attracting clients and, as a result, creating positive change in the world. www.CatalyzeYourCopy.com
  • 18. Learn How To Find And Write Your Authentic Voice For Clear Communications, Concise Messaging And Optimal Client Conversions An 8-Part Webinar Series That Teaches Simple Copywriting Strategies, Techniques and Thought Sequences For Powerful, Compelling And Magnetic Marketing www.CatalyzeYourCopy.com www.CatalyzeYourCopy.com
  • 19.  Know it‟s time to take their business to the next level  Aren‟t necessarily good writers but are ready to apply the teachings  Have at least a business direction (even if no products or programs are defined yet) so that there is a way to focus for maximum value  Choose to create a compelling connection with their market www.CatalyzeYourCopy.com
  • 20.  Your audio logo  Networking introduction  Using word bridges  Benefits vs. features  A note on determining your best niche  Articulating your three key benefits www.CatalyzeYourCopy.com  The 7 components of your marketing message  12 characteristics of effective and memorable marketing messages  Key differentiators  Persuasion writing technique
  • 21.  The 7 motivating soul needs  The 5 stages of enrollment  The top words / phrases to use in your copy  How to write compelling headlines www.CatalyzeYourCopy.com  The 4 voices of consumers and their buying motivations  How to write in each style  How to active the unconscious for buying decisions  Pleasure or pain?  Attention formulas
  • 22. “This isn‟t just a copywriting course – it‟s a personal development course too because I have to know my value before I can write about it!” ~ Maria Benning, Austin, TX “I had no idea what I didn‟t know about marketing… in just the first three lessons, I generated my first $997 payment EVER in my business! It‟s copywriting and sooo much more…” ~ Jyoti SaeUn, Oakland, CA www.CatalyzeYourCopy.com
  • 23.  Constructing clear calls to action  Website conversion keys through optimized thought sequence  Creating an irresistible offer  Keywords  SEO www.CatalyzeYourCopy.com  Bio / backstory  Blog entries and articles  Social media formulas  Testimonials  Success stories  Video marketing  Press releases
  • 24.  Drafting the main pages of your website  Mistakes to avoid in copywriting  Optin incentive  Thank you pages  Autoresponders www.CatalyzeYourCopy.com  Places to distribute and circulate your content  Platform-building strategies  Spinning and repurposing content  Content marketing strategy
  • 25.  This is a virtual course, offered by pre-recorded webinars, accompanied by Learning Guides, bonus materials and document templates over the course of eight lessons.  You will learn marketing basics as well – after all, you can‟t write copy if you don‟t know how to market!  This course is very practical – you must be able to DO it on your own (or know what you‟re hiring for)!  You determine your actual pace of writing in this course and are not required to write anything if you don‟t choose to do so. www.CatalyzeYourCopy.com
  • 26.  If you don‟t know how to write marketing copy, you‟re either leaving money on the table with potential clients OR you‟re spending too much in outsourcing it (and, in that case, it may not be reflecting your true voice either)  I‟ve been teaching entrepreneurs how to do business better since 1998.  Copywriting is a core skill that must have context in order to grab onto it more effectively – and that‟s why this course doesn‟t teach only copywriting. www.CatalyzeYourCopy.com
  • 27. “The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” ~ Leo Burnett Discover how YOU can write copy starting now: www.CatalyzeYourCopy.com www.CatalyzeYourCopy.com

Notas del editor

  1. The story, which has become part of advertising folklore, was based on an actual incident in the life of French poet Jacques Prevert. Prévert saw a beggar who had a sign that said "Blind Man Without a Pension."Prévert asked him how it was going. The beggar replied …"Oh, very badly. People pass by and drop nothing in my hat, the swine."Prévert took the sign from him and altered it. A few days later, he went up to the beggar and again asked him how things were going.The beggar said, "Fantastic! My hat fills up three times a day."Prévert had written the following on the beggar's sign:"Spring is coming, but I won't see it." Stories allow you to "show, not tell." Stories give you the power to tap into your reader's imagination and trigger deeper emotions. And once you've tapped those emotions, your readers are more likely to take the action you want them to — such as giving you their contact information or buying your product.
  2. Expressing the power of your solution and the transformation that you deliver as a result of your work is vital to being seen with your potential ideal clients. Your content marketing – from website to flyers, optin incentives to ads, articles and more – is the bridge for your potential clients to ‘get’ what you do and how you can help them. In other words, good copy is the key to changing the world as people understand the value of what you do and are compelled to take action with you. Copywriting is the number one skill you need to have for your business. As a result, it’s also the most expensive to hire out.
  3. How do you know you’re doing it well? Their head nods when they read or listen, they jump into conversation to add more (social media), they buy what you’re selling.
  4. Have to apply systems thinking – this is strategic communications to grow your business! One strategy I particularly like is to activate the law of reciprocity.
  5. Smart prospects don’t value money the same way – money is not as valuable with a smarter prospect as they get the trade they’re making is an investment not an expense.Good copy helps people self-select out. Consumers are savvy – they want what they don’t have and can’t get on their own somewhere else.
  6. Assumptive success – you are a point of certainty in a sea of chaos for your ideal clients!
  7. Attention: you have to get their attention. This happens with a strong headline. Readership: you have to get them interested enough to actually read your marketing copy. This is done with sub-headlines, giving them the benefit up-front, showing them ‘the candy’.  Benefit: you have to give them the benefit(s) of your solution for them. This happens by going beyond the features to why it should matter to them and how it is relevant as a problem-solving product. Credibility: you have to let them know why you know what you’re talking about by building trust, referencing testimonials and success stories, and being ‘real’. Uniqueness: you have to show them that this is something they don’t already have and can’t get somewhere else.  Value: you have to demonstrate that your solution gives them a greater value than the cash they give you for it.  Safety: you have to let them know that their information is safe with you, that they can find you again after the purchase, that confidentiality is preserved. Use guarantees, privacy statements, and be sure your contact info is clearly visible. Convenience: you have to make it easy for them to understand and easy for them to purchase. This happens through clear communication on what to expect and what to do next.  Now: you have to let them know why they should have a sense of urgency about purchasing your product. This happens by connecting with them emotionally and creating a strong call to action.