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WHAT IS COPY-WRITING? Copywriting is commonly described as "the process of writing advertising promotional material in a way that sells better to potential clients". Copywriting is a critical digital marketing component to success because it’s the WORDS that sell! Where do I incorporate copy-writing in e-commerce? Copywriting techniques should be used in every single aspect of your business. Pages such as ; · Home Page - First Impression + Brand Awareness. · About Us - Inform the reader about your company & operations whilst building trust. · FAQ - Abolish any questions that are negatively influencing your reader to not purchase. (Risk Reversal) · Emails to your list (abandoned cart, newsletters, etc.) - OFFER. Get your previous & potential customers back to your website funnel. · Ad Creatives & Copy - Influence viewers to click on your ad & visit your website (the front door of your funnel). · Product Page - Compel potential customers to purchase by using specific language & emotion to describe the product' benefit & features. As you can probably already see, copy is essential in every aspect of your online business. Thus, making it an important skill to develop throughout your entrepreneurial venture! TIPS FOR CREATIVE AND EFFECTIVE COPY - (AD COPY) (This guide will be relatively short and sweet! I'll create an in-depth product page, and About Us page guide later on) HOOK STORY OFFER The secret to selling virtually anything online! The Hook Story Offer writing techniques is formulated to: 1) Grab someone’s attention (HOOK) 2) Engage their attention and build an emotional connection & trust through story telling (STORY) 3) Offer a product or service so irresistible that the only option they have is to purchase! (OFFER) KEEP IT SIMPLE, KEEP IT SHORT - THE [HOOK] It's no secret that readers are both busy and lazy, i mean - we all are...right? 7 Seconds. That's really all you have to grab someones attention before they decide to continue their endless scrolling on whatever social media platform you're trying to reach out to them from. This rather, minuscule, attention span is why you must make sure you're using the most EFFECTIVE copy-writing techniques to STOP them from scrolling. A few examples of powerful & proven headline starters include, (but not limited to): '- Discover... - Did You Know.. - Who Else Wants To.. - Learn How To.. - (Adjective> <Topic> That Will <Result> - How To <Topic> In <Number> Easy Steps' In E-Commerce, these headlines can be incorporated effectively in emails, product descriptions & advertising copy. Let me give you a quick example of how you can use effective ad-copy to allure potential clients to your store. In the examples below, "result" is also a powerful and appropriate form of a HOOK. HiSmile uses effective copy in their advertisement to address the result, topic & offer of their business/brand in one easy to read and effective sentence. Result: Whiten / White Teeth Topic: Teeth Whitening Offer: 20% Off, Teeth Whitening in the comfort of your own home, Doorstep delivery. RESULT: Instant Dirt Removal (The use of the word 'instant' is extremely powerful because we as humans, LOVE instant gratification.) TOPIC: High Pressure Washing OFFER: 2-In-1 High Pressure Washer 2.0 (Even my simply mentioning the "2.0" customers are made to feel as though it's a newer, and upgraded version of the pressure washer they are used to seeing) RESULT: Strategies to attract dream customers to your website/ and/or funnels. TOPIC: Traffic. Getting people to visit your store/site. (Traffic Secrets Book) OFFER: FREE hardcover copy of the book, PLUS 4 'INSANE' Bonuses. (Effective capitalization of important words, "FREE", "TRAFFIC SECRETS", "INSANE") Ads that incorporate the effective use of Hook/Story/Offer principle far outperform those that do not. Simply because they address pain-points/problems, the result(s), and customer satisfaction (offer) in a way that removes any doubt in the readers mind, thus encouraging impulse buying to occur. If you'd like to improve on your copy-writing fast and effectively; you can do the following: - Sign up to expert marketers' newsletters such as Russel Brunson, Dana Derricks, Grant Cardone, Jim Edwards, & Demian Farnworth. Follow their social pages and be open to receiving marketing from them. Soak it all up and take note on the hook they use, stories they tell, and offers they put on the table. You'd be surprised at how quickly you can begin to pick this skill up. - Pay attention to ads on Facebook, Instagram, snap chat.. whatever platform. Even the TV! Any ad that peaks your interest or made you STOP scrolling, save it and figure out WHY that particular ad worked, WHY did it make you stop scrolling? WHAT was the hook? story? offer? You need to subconsciously get into the habit of analyzing successful ad campaigns in order to improve. Lastly, the most important way to improve your copy-writing skills. It's quite obvious too. Practice. Aim to write every day, whether that be a post, comment, ad-copy..whatever it is, you need to continually practice. Experiment with your personal Facebook profile & friends if you'd like, create posts with the intention of engagement. Whether that be short stories or skits. You also have the resource known as the Verum Community Forum to practice. The Hook/Story/Offer framework is present in every aspect of communication. It is those that master this craft that excel in both their personal and professional aspects of life. RESOURCES: https://wordcounter.net/ USE: Word Counter is used to analyse a successful competitors website to see what words they're using the most. These words can give you a clear indication of what they're focusing on during their 'pitch' to potential clients (keyword density -- Offer, story, hook, etc.), whilst also detailing the reading level of their potential customers (traffic). Simply select the entire web-page, copy, and paste the contents into word counter. EXAMPLE: https://trafficsecrets.com/ts-free-book The top 5 words being used in the copy, clearly explain what the page is about and also the offer they're leveraging. (Traffic book secrets, get free) Short and simple trick that can definitely make you alot of money if incorporated properly! What would you like me to write about next? Constructing the perfect product description? What about writing a hypnotic About Us page? Comment below with any questions, and/or comments. If you'd like me to review your ad copy, post a screenshot below! 🙂 Tendai
**Make sure you've already read my fundemental guide to copy-writing before moving onto this!** You can find it here: ------------------------------------------------------------------------------------------------------------------------------------------ Congratulations! You managed to get your potential customer to click on your advertisement, whether that be through Facebook, Instagram, Tik-Tok, Snapchat, or Google. Now it's time to move then further along the funnel. In order to do so, we need to really make them believe in your product, through the use of product page copy-writing. In this quick tutorial, we will be looking at ways to formulate product descriptions that sell. *Another relatively short guide* CREATING EFFECTIVE PRODUCT PAGE COPY In order to effectively create your product copy, it's vital that you completely understand the product that you're trying to sell. In order to do so, you must its features and benefits, as well as your ideal customer. The Features: The characteristics of the product that describe its characteristics such as appearance, components , and capabilities. The Benefits: The value the product that customers realize. The Ideal Customer: A specific group of individuals that would get significant value from your offering, thus providing significant value to your business in return. BENEFITS V FEATURES "Sell the sizzle, not the steak" Copy-writing in sales is predominantly psychology. It's the careful use of wording and sentence structure to 'pave a path' for readers to make favorable decisions on your website. In this case, converting them from potential customers to lifetime, value customers. With that being said, all too often, i stumble across E-Commerce stores with the heading 'FEATURES' written in their product description, with the hope of creating a multi-million dollar business. It's not going to work that way. Why? Simple! People do not go to the store to buy apples because they're green and round. (Features) No. People buy apples because they're considered and proven to be healthy (benefit). Benefits are basically constructed to really dive deep into WHY a customer is purchasing the product, or why a customer should be interested in the product. In order to understand WHY a potential customer is/should be purchasing the product, you must understand WHO your ideal customer is & the product you are advertising. By now you should be understanding why it is important to really understand your product, prior to babbling nonsense on your product page! WHAT'S BETTER THAN BENEFITS? I'm glad you asked. The answer is simple, more benefits. The most effective way to sell a product is to express the benefit WITHIN the benefit. What does that mean? I'll give you an example; BENEFIT: Launch my own Native iOS & Android app for my Wordpress site. BENEFIT WITHIN THE BENEFIT: It's Easy & Affordable! A perfect example of copy-writing that is focused on really outlining the benefits within the benefit of the product/service. The use of personalization (Launch your own), combined with the proactive measure to eliminate common doubts regarding pricing & difficulty (easily and affordably), make this particular advertisement extremely effective. Let's take a look at an example from a product page. Today, we'll be looking at the Koala Mattress HOW THEY ADVERTISE THE MATTRESS(BENEFIT); WHAT IT REALLY SAYS (FEATURES): See the difference? Which description do you think actually SELLS? The benefits or the features? Your customers don't care about the Polyurethane foam, or whatever fancy plastic is used to manufacture the product; chances are, they don't even know what that is. They're just simply there because they're interested in buying. In order for your customer to BUY, they first have to know HOW the product will benefit them. Koala is able to sell so well because they understand the importance of emotional triggers in copy-writing. "Ultimate Comfort" "Unique Foam" "Lush Feel" "Breathability & Bounce" These words are ALL benefits. Then, to sweeten the deal a little more, they then include a benefits within the benefits; "Avoid the sinking feeling AND heat that comes with mattresses made from these materials" By using powerful, and descriptive language, you're able to implant ideas and emotions into your readers mind, making them far more likely to resonate with your brand, thus leading to conversions. If you're able to take the time to understand your product, its benefits, and your ideal customer; you will not have any troubles coming up with mouth-watering benefits that will undoubtedly increase your conversions on your e-commerce store. Remember, your product page should also be supported by the effective use of gifs and high quality pictures as well. Do not over complicate either. Write as if you're talking out loud. Want an example? Just re-read how i structured this post. Short & simple sentences! 🙂 Below is list of proven 'Copywriting Power Words' that simply convert. There are hundreds of others, but these are a great start! That's it for today, i hope this short guide will help you improve your product pages' conversion rate. Comment below with any questions. I'm happy to look and review a few peoples' product descriptions as well! What would you like to see next? Comment below!