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7 genius copy writing tips
with
T O B O O S T Y O U R 2 0 1 6 F U N D R A I S I N G
MANDY O’NEILL
here’s what you’ll leave with today
The one copy writing sentence that will change your copy writing forever
The EXACT emotions that work best in your copy
Free and super-easy tools to make your life easier
How to write more powerful subject lines with just one tool
How pivotal social proof is… and examples you can use
The one single thing to avoid in your copy
How to be persuasive without being sales, pushy, or sounding desperate
The single best advice I ever received about copy writing
“THE FIRST DRAFT OF ANYTHING IS SHIT.”
E R N E S T H E M I N G W A Y
It’s all about the reader 01 N U M B E R
IMMERSE YOURSELF IN YOUR READERS MIND
Best advice I ever got
Who your audience trusts
Primary emotion they associate with your event or mission
Sit down for 30 minutes and “experience” those emotions, then write
KNOW
Who is most likely to register for your event?
Why?
Who do you want to sign up? (who is most likely to fundraise?)
WHO
“YOU”
“ R E C O G N I T I O N A N D G R A T I T U D E ”
”EASY BUTTON”
Stir emotion 02 N U M B E R
03 “If you can give voice to what
I privately believe or fear in
my heart but won’t say, I’ll
trust you forever.”
- Declan O’Flaherty
P h o t o : w w a r b y
What is your primary emotion? 02 N U M B E R
What inspired your supporters to first donate? 02 N U M B E R
02 N U M B E R
“A NEW LEAS H ON LI F E”
“WHATEVER IT TAKES”
“EXCLUSIVITY” AND “SCARCITY”
LOSS AVERSION
THIS IS LOGIC NOT EMOTION
We are persuaded by benefits not features
We care most about Love, Money, Acceptance (Admiration), and Free Time
We wish for less: Stress, Conflict, Hassle, and Uncertainty
Benefits and Features
“People don’t buy a mattress. They buy a good night’s sleep.”
Benefits and Features
Feature Benefit
Benefits and Features
Attention grabbing headlines 03 N U M B E R
8 OUT OF 10 READERS WILL READ YOUR HEADLINE
Only 20% will read beyond that
Use the same language as your target audience 03 N U M B E R
Core formula is Benefit + Curiosity = Interest 03 N U M B E R
Focus on Your Reader
Here’s how to spend New Year’s Day
You look great in lycra shorts. No, really, you do.
Buy one get one free, today only
SWIPE THESE…
03 N U M B E R
Make it about the benefits
This is your moment
Make your kids proud of you
Girls night out
Remember your mom
SWIPE THESE…
03 N U M B E R
Make it a cliffhanger
The course is simply breathtaking
Remember that time you felt most proud?
SWIPE THESE…
03 N U M B E R
Make it a challenge
Only the brave need apply
Compete against yourself
Rise to the Dirty Challenge
SWIPE THESE…
03 N U M B E R
Use numbers (they catch the eye)
7 Reasons You’ll Be Sorry You Missed This Event
SWIPE THESE…
03 N U M B E R
Ask Questions
Are you crazy enough?
Are you coming to the biggest party?
Are you ready to try the newest run on the block?
SWIPE THESE…
03 N U M B E R
FREE TOOL www.aminstitute.com/headline
ARE YOU COMING TO
THE BIGGEST PARTY
YOU ARE NOT ALONE
C O M P L E M E N T A R Y R E G I S T R A T I O N
T O R O C K ’ N ’ R O L L M O N T R E A L
T H E R E ’ S M O R E
"Exclusive [EVENT] Discount" scores about 80% “[EVENT] Discount" scores about 75% “[EVENT] Coupon Code" also scored about 75% "Time is running out to save $25 on [EVENT]" scores 45.45% "Run with [NONPROFIT] in the [EVENT]" scores 44.44% "$25 off your [EVENT] registration" scores 33.33% "Crowds are cheering and you're saving lives" only scores 28.57%
03 N U M B E R
Spend time writing killer captions too
Captions under images are read on average 300%
more than the body copy itself
Social proof 04 N U M B E R
Trust logos
Testimonials
“As seen in”
Everyone else is doing it
Star Ratings & Ratings (Amazon)
TRUST LOGOS 67% cart abandon rate (ouch)
TRUST LOGOS
http://monetizepros.com/ecommerce/5-trust-badges-that-can-increase-your-conversion-rate/
TESTIMONIAL
AS SEEN IN
EVERYBODY ELSE
IS DOING IT
Urgency and scarcity 05 N U M B E R
WE ALL WAIT UNTIL THE LAST MINUTE
H U M A N N A T U R E
URGENCY “Registration Ends Tonight”
SCARCITY
EXAMPLES
EARLY BIRD REGISTRATION ENDS …
ALMOST SOLD OUT
ONLY 50 SPACES LEFT
FREE REGISTRATION ENDS …
TEAM DISCOUNT
BOGO
50% OFF
PRICES INCREASES ON…
Reduce friction 06 N U M B E R
Overcome objections
Edit non-essential copy
Make it easy to scan (headlines, images, captions)
Easy Button
EXAMPLE
Worried About the Fundraising Minimum?
Even if you’ve never fundraised before, we can help you hit your goal Using our tools and coaching, our 2014 runners, on average, raised $1,900 each, almost double the required $1,000 minimum
We give you a fundraising calendar, a personal fundraising page, email copy, and social media posts that are tested winners
EXAMPLE
What if I’ve never run a marathon before?
Our coach gives you a training calendar, running tips, injury prevention tips, and nutrition guidance from day one to marathon day! We meet with you the day before your marathon to give you step-by-step advice on how to have your best marathon When you stand in your start corral the crisp morning of your marathon, you’ll have your marathon plan memorized so there will be no surprises, no fear, and you’ll have enough energy to cross that finish line to the cheer of crowds 42 km later.
Active call-to-action 07 N U M B E R
THE DAYS OF “REGISTER” AND “SUBMIT” ARE GONE
I ' M S A Y I N G
“THE ONLY WAY IN”
USE A VERB TO GET
MORE CLICKS
Check it out
Make your friends jealous
Reserve your spot today
Come hang with us
Join now
Discover yourself
Write to an 8th grade level 08
N U M B E R
Research out of Princeton
Using big “high-falutin” words actually hurts your credibility
There’s more…
08 N U M B E R
Big complex copy hurts your conversion rates too
Be sure to test your landing page
Big words slow readers down and make them pause…
You can grade your copy…
08 N U M B E R
W W W . P E R R Y M A R S H A L . C O M / G R A D E
W W W . P E R R Y M A R S H A L . C O M / G R A D E
The one sentence that will change your fundraising forever
09 N U M B E R
Your participants will love you (and be better fundraisers)
09 N U M B E R
IT IS
We *donor and organization together* help *beneficiary* + *benefit*
YOU MIGHT NEED A FEATURE
We *donor and organization together* help *beneficiary* + *benefit*
+ *feature*
EXAMPLE
Your generous support helps low income children get into
college because they have access to personal tutoring
EXAMPLE
Together we make sure that a loving couple actually get the chance to be
parents with infertility treatments and support.
EXAMPLE
Because of your support we help at-risk kids have fun, get better grades, and stay
out of trouble by connecting kids with pre-screened adult mentors that are a positive role model at a pivotal time in their lives.
Make your copy about your reader
Use emotion
Attention-grabbing headlines
Provide social proof
Urgency and scarcity
Reduce friction communicating an “easy button” approach
Active calls-to-action
Write to an 8th grade level
One sentence will change your fundraising forever
Your Genius Copy Writing Check List
Emotional Value Analyzer
The Science of Social Proof
Perry Marshall Readability
Viral Emotions Study
One sentence that will change your fundraising forever
genius tools
genius tools
Questions and Answers
www.MandyONeill.net
