Write to Sell. The ultimate guide to great copywriting, Andy Maslen
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Andy Maslen

Write to Sell. The ultimate guide to great copywriting

Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
benefit is anything that your product or service does to make your reader's life easier. Here's a list of benefits
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
What WILL happen if the reader DOES do what you want?
What WON'T happen if the reader DOES do what you want?
What WILL happen if the reader DOESN'T do what you want?
What WON'T happen if the reader DOESN'T do what you want?
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
A simple but effective way to show your reader what your product does for them is to use the opening phrase, “Picture the scene …
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
We want to paint a picture for our reader. Of life with our product, and life without
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
show, don't tell
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
It means focusing on benefits, not features
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
sell, don't tell
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
does for your reader
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
Now that you've started to figure out the true nature of what you're selling, you are in a far stronger position when you want to write about it. Instead of simply describing what you're selling, you can describe what it
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
Make them look good? Make them look successful
Charlotte
Charlottehat Zitat gemachtvor 8 Monaten
But too often, we focus on what it IS. not on what it DOES
Charlotte
Charlottehat Zitat gemachtletztes Jahr
In other words, use your imagination. It's how the world's greatest (and worst) novelists do
Charlotte
Charlottehat Zitat gemachtletztes Jahr
Copywriter's toolkit: Fear and greed
Charlotte
Charlottehat Zitat gemachtletztes Jahr
But knowing their purchasing history is not as important as knowing what kind of a person they are
Charlotte
Charlottehat Zitat gemachtletztes Jahr
The more attributes you can identify for your reader, with their associated feelings of “away from” and “towards”, the closer you are to understanding them as a person
Charlotte
Charlottehat Zitat gemachtletztes Jahr
We can cluster these personal attributes into two broad groups: those that primarily reflect things the person is running away from and those that reflect things they are running towards. For my three words it goes like this:
AttributeAway from …Towards
Busy
More time
Tired
Stress/overwork
Ambitious
Money, power
In fact, there is usually a flipside: for every “more” there's a “less” and vice versa.
AttributeAway from …Towards
Charlotte
Charlottehat Zitat gemachtletztes Jahr
to a client's office
… and when you get there, start talking to your customers
Charlotte
Charlottehat Zitat gemachtletztes Jahr
Observe them. Meet them. Speak to them. Figure out
Charlotte
Charlottehat Zitat gemachtletztes Jahr
what they want from your products, your company, even you personally
Charlotte
Charlottehat Zitat gemachtletztes Jahr
I also got to sit outside my favourite cafe in the Market Square with a cappuccino reading a pile of women's magazines and watching the girls go by (all in the name of empathizing with my reader, naturally
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