Many entrepreneurs who have a passion, gift or natural talent often don’t know how to communicate the value they offer through their business solutions.
As a result, their marketing is lackluster, potential clients overlook them (if they can even find them) and they aren’t generating the revenues they deserve.
Expressing the power of who you are and the transformation that people experience as a result of your work is vital to being visible to the people who are looking for the solution you offer.
Writing is how you talk about the change that people experience through your work. Your authentic voice is the essential key to building your business.
Think of it like this – through good copywriting, you are creating a bridge for your potential clients to understand the value of your work so you can change the world through them with your solutions.
Here’s how you know that you need to learn copywriting to enhance your marketing efforts:
• 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.
http://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
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
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.
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.
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.
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.
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.
Assumptive success – you are a point of certainty in a sea of chaos for your ideal clients!
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.