Copywriting Flashcards
What is the goal of the copywriter?
Salesmanship, not entertainment
what are the abc’s of copywriting?
Attention
Big Promise
Call to Action
What are the 3 key differences between copy and content writing?
Purpose
Direction
Goal
What is the purpose, direction, and goal of copywriting?
Sales
1 direction
increase revenue
What is the purpose, direction, and goal of content writing?
engagement
multidirectional
likes, shares, followers
What do you need to be a copywriter?
a flair for the written word, empathy, and a passion for marketing
If a company already has a decent salespage, what other things can you focus on?
Ancillary assets like follow-up emails, abandoned cart sequences, and upsells
you can also offer to improve existing copy conversion rate
how can you significantly boost the conversion rate of a sales campaign?
by giving the same amount of attention to assets like emails, webinar script, abandoned cart sequence, relevant upsells, etc.
What are the 3 keys to writing copy that works in the digital age
human emotion
data analytics
digital compliance
What format is best for what type of learning
video for watchers
audio for listeners
books & ebooks for readers
workshops, training exercises, and live events for people who learn by doing
what are the five types of copywriting?
print
outdoor
online
broadcasting
branding
What are four types of specialized copywriting?
SEO
Direct Response
Broadcasting
Business to Business
What is the benefit of specializing copywriting?
you can charge and earn more money for a specialty
What are the two audiences for copywriting?
Business to Consumers
Business to Business
What are some types of promotional writing that is not copywriting?
content creation like blogs
technical writing like manuals
public relations like press releases
what are the goals of promotional writing?
content creation = inform
technical writing = explain how it works
public relations = persuade, publicity
Squeeze Page
specific type of landing page solely designed to capture email addresses from potential customers
Landing Page
web page with a singular conversion focus to either sign up or buy
Opt In Page
landing pages specifically used to get prospect signed up
upsell
add-on or offer that you present to a customer after the front-end purchase
one time offer
a one-time offer is usually a discount to entice someone to purchase or sign up
retargeting(remarketing)
form of advertising that targets prospects who have previously engaged with your website/brand
list segmentation
refers to the grouping together of your subscribers based on specific criteria that can help you better understand and communicate with them
risk reversal
statement of guarantee that assures your prospect that you will be the one to bear the risk of the purchase through either a refund, exchange, or return policy
lead magnet
freebie or a preview of your product or service that incentivizes potential leads to subscribe to your email list and be part of your online community
indoctrination sequence
the first few emails that you send to fresh leads to let them know who you are, what you do, and why they should stick around
conversion rate
the percentage of visitors that take the desired call to action on your ad, landing page, or sales page
cart abandonment email
email sent to a prospect after they left their shopping cart but before making their purchase
what is the best format to maximize awareness
Video
Advantage: Transfer maximum amount of information in a short amount of time
what is the best format to maximize clicks
Static Image
Advantage: Combine with a compelling call to action
what is the best format to maximize conversions
Static Image
Advantage: Combine with a click-to-purchase call to action
what is the best format to maximize app downloads
Video
Advantage: Provide instruction on how to use the app
what is the best format to maximize engagement
Customer
what is the best format to maximize app downloads
Custom, platform-specific formats
Advantage: Drive app installations higher with a format dedicated for that purpose
What are the 7 questions I need to ask for copywriting research?
- What are you selling?
- Where are you selling?
- Who are you selling to?
- Why should they buy?
- Who is your competition?
- What is the most important thing to say?
- What do you want your prospect to do?
What are Offline channel tactics?
Brochures
white papers
Case Studies
Direct Mail
Catalogs
Advertisements
What are the Online channel Tactics
Banner ad
Google AdWords
Email Sales letter
Landing pages
Social media ads
What are Mobile channel tactics?
Pop-up ads
Text Ads
Optimized web copy
What are Broadcast tactics?
30-sec commercial
60-sec commercial
Radio
TV
Infomercial
Cable
What is the sales funnel?
Awareness, opinion, consideration, preference, purchase
What are some do’s for Google Text Ad?
Do include your keywords in your headline
Do put your keywords at the front of headline
what are some challenges for google text ads
other companies are advertising the same things
you have a small character limit
you can’t use images
you are constrained by keywords and they must appear in the headline
