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    Copywriting 5: Dr. Will Kurlinkus

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    Will Kurlinkus
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    Copywriting 5: Dr. Will Kurlinkus

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    Will Kurlinkus
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    copywriting 5

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    Copywriting 5

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    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    139 views17 pages

    Copywriting 5: Dr. Will Kurlinkus

    Uploaded by

    Will Kurlinkus
    copywriting 5

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    Copywriting 5

    Dr. Will Kurlinkus


    Examples of Interactive
    Copywriting

    ¡  Interactive marketing gets the audience to start


    doing the desired action by interacting with the
    copy text.
    ¡  Transforming a flat advertisement or copytext into
    an experience.
    Ritualizing an Experience
    ¡  Ritualized brands: wine (general), oreos, beers, tootsie roll pop

    ¡  How might you ritualize potato chip eating.


    What type of little thing
    could we give out at
    graduation that would
    immediately have students
    sign up for the alumni list?
    Top 5 Copywriting Tips
    1.  Consider evoking subtle emotion
    and empathy.
    ¡  Don’t try to evoke an emotion that
    isn’t already there. Rather, tap into a
    pre-existing frustration or positive
    memory. RESEARCH!
    ¡  What are the negative emotions
    you’re trying to solve or the positive
    emotions you’re trying to associate
    with?
    ¡  Think of emotion as a stressor to be
    resolved. Whether that’s a feeling of
    mystery, concern, or happiness.
    ¡  Try to evoke affect rather than
    emotion.
    ¡  PAS: problem>agitate>solution (most
    commercials)

    "Great News! Sendible now has


    scheduling!”
    "Sendible just saved you a ton of time
    and effort. See how here.”
    “You won’t believe number 5”—creates
    emotion not affect, though still works.
    High Arousal vs. Low Arousal
    Top 10 Copywriting Tips

    2.  Show don’t tell. Active verbs and nouns are greater than
    adjectives. Specificity is always better.
    ¡  I know this guy Brian who is intelligent, hard-working, and really
    insightful.
    ¡  Brian found founded a successful company, he created a
    popular blog, and he leads a talented team.
    ¡  Our world class widgets help you increase email sign-ups
    ¡  549,333 websites use our widgets to increase email sign-ups
    ¡  Highlight benefits not features:
    ¡  Oh that TV is great. It's a 120Hz HDTV.
    ¡  What does that mean? What’s the benefit?
    ¡  Avoid hedging words: replace might, could, may, possible with
    will, can, is.
    ¡  Lead with your strongest point. We place the most emphasis on
    what we read first.
    ¡  Shorter (words, sentences, paragraphs) is almost always better.
    We trust shorter phrases.
    Top 10 Copywriting Tips

    3.  Provide an easy to follow plan of action that


    resolves the stressor you set up earlier.
    ¡  This means everything you write should carefully imagine
    an action the audience will take based on the text and
    the path will take to get to that action.
    ¡  The call to action should be attached to a reason.
    ¡  Get updates (it’s free)
    ¡  Learn how to create persuasive content. Sign up to
    receive free updates.
    ¡  Learn how to become persuasive and win more
    customers. Sign up to receive free updates
    ¡  Ideally the action is immediate—it might set them up for
    your real desired action later on.
    ¡  Ideally the action is pleasurable.
    Top 10 Copywriting Tips

    4.  Consider testimonials (social proof)—showing the


    success of people who took the action you are
    trying to promote.
    ¡  Can FOMO be employed?
    ¡  Testimonials ideally show don’t tell, are specific, etc.
    ¡  Good testimonials often over come a reader’s objections
    ¡  When it comes to digital marketing there are loads of
    commentators that talk a good game, but Sonja and
    Sharon help you make it happen. They have enabled
    me, coached me and given me the confidence to
    share Wealth Horizon’s story widely. It’s engaging
    customers and industry commentators alike, and
    bringing our new business great results.
    Top 10 Copywriting Tips

    5.  Visual Design=Scannability + Variety


    ¡  Headings + Subheadings: any time your topic
    changes, add a subheading. Benefit driven headings
    are best.
    ¡  A nice font
    ¡  Short paragraphs
    ¡  Pictures: High quality (JPEG or TIFF), relevant, copyright
    free
    ¡  Pullquotes
    ¡  bullets
    Top 10 Copywriting Tips

    6.  Call Your Best Customers into Being


    ¡  Imagine who your ideal customer sets are and write to
    them
    ¡  Create different copy for different target audiences
    (see next Thursday)
    ¡  Create user personas
    ¡  RESEARCH the god terms of your audiences: Key terms
    (but also emotions, memories, facts) that are almost
    immediately positively received: You, free, instantly,
    new.
    User Persona
    Personas are fictional characters, which you create based upon your
    research in order to represent the different user types that might use
    your service, product, site, or brand in a similar way. Creating personas
    will help you to understand your users’ needs, experiences, behaviours
    and goals. Creating personas can help you step out of yourself. It can
    help you to recognise that different people have different needs and
    expectations, and it can also help you to identify with the user you’re
    designing for.

    ¡  Character Bio: Name, photo, job, motivations, skills, interests, values,


    pain points, how the character has succeeded and failed at the
    activity in the past.

    ¡  Scenarios: Tell short stories of this persona doing the task in action,
    incorporating features of the bio. Shows why and how this action
    might take place.

    ¡  Goals: Shows the character’s goals in doing the task.


    *Note: An empathy map is based on a real person vs a persona is a
    generalization based on multiple interviews/data.

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