Webcopy that sells (Part 2)

S T E P - B Y- S T E P S T R A T E G I E S O N H O W T O O V E R C O M E M E N T A L B L O C K S

HOW DO I START WRITING MY WEBCOPY?

Bianca-Marieta BudauFreelance Copywriter

www.biancamarieta.com

HI, AWESOME!

I’m Bianca Marieta, the writer behind this presentation.

I started writing professional online texts when I was 18 (the Cambridge diploma I have and the BA in Foreign Languages helped a lot!).

So I’m a self-trained online writer… I’ve been writing texts for the internet for 4 years now – and love every second of it!

Find out more about me at www.biancamarieta.com.

See you there!

Love,Marieta

CHOOSING YOUR ARRAY OF WORDS

• Write short sentences & use common words.• Avoid: • Corporate speak• Right brain words• Buzzwords• Cliches• Avoid pretty (pretty good), very (very impressive), quite (quite good)

• Use the Flesch Reading Ease test. A good score starts at 70+ points.

• Use SEO Yoast plugin to analyse your text’s readability score.

• Use Microsoft Word as an alternative.

HOW DO YOU WRITE A KILLER HEADLINE?

• Answer to What’s in it for me?• Identify a problem; include at least one benefit• Use numbers and Tops • Write How To titles for tutorials• Write titles inspired from personal experience• Ask questions• Promise pleasure• Avoid pain

CRAFTING THE 1ST PARAGRAPH

• The first paragraph is the most important.• It can start with one/a series of question(s), or…• …with a lead sentence:• Should be short• Should be inciting• Should be surprising to the reader• Asks for continuation

• The 1st paragraph:• Briefly presents both the problem and the solution

INTRODUCE YOUR UNIQUE OFFER

• What makes your solution unique?• How is your product/service different from

someone else’s?• Your solution should be:• Clear• Concise• Unique • Irresistible

INSERT TESTIMONIALS

• 70% of people buy based on recommendations made by friends and family members• Self-advertising brings the distrust of 90% of

consumers!• Testimonials are the best type of advertising;

nothing beats word-of-mouth recommendations.

ADDING GUARANTEES

• Add guarantees, bonuses and free gifts• They reduce friction• Guarantees eliminate buyers’ fears (they are

great for first-time buyers)• Guarantees are proof of professionalism from

your part• Free gifts and bonuses are a pleasant surprise

which contribute to convincing people to buy

INSERTING THE PRICE

• Price does not equal cost. • COST = Fear + Effort + Confusion + Price

• Price can either be perceived as positive or as negative.• Introduce positive surprises to reveal price in a positive

way:• Free trials• Savings• Discounts• Guarantees

DESIGN THE OPTIN FORM

• A good optin form with an irresistible hook (a free gift in return for an email address) is a great way of keeping in touch with prospects• Send at least one email newsletter per week• Don’t send salesy emails; focus on offering value

to your audience• Put the optin form on your Home page and on

your Blog• DON’T put in on your Landing Pages.

WRITING THE CLOSE

• Include a sense of urgency• Time-limited offer• Stock-limited offer

• Include at least one CTA• Spend time designing the CTA of your “Buy”

buttons:• Give me my free trial now• Get instant access to [x] now• Yes, I want my [x] now

BONUS1: HOW LONG SHOULD YOU MAKE THE COPY?

As seen on Marketing Experiments

DO’S & DON’TS

• Give compelling promise early in the copy• Create expectation in the beginning• Write in the 1st person• Tell your audience who you are & where you

come from• Ask an opening question• Don’t give your promises in bulks; instead, offer

them in chunks• Don’t talk about price too soon

THANK YOU!

• Wohoo! We’ve come to the end of this presentation! Thank you for reading it and happy writing.• If you want more tips and tricks about “making it”

online, head over towww.biancamarieta.com/blog

• Let’s be social! Get up-to-date writing tips on:• Facebook: http://www.facebook.com/marietasblog• Twitter: @BiancaMarieta• Pinterest: http://www.pinterest.com/biancamarieta