High Level (Copywriting) Flashcards
Copywriting-Content Continuum
4 Stages
APSR
Awareness
Prime for purchase
Sale
Retention
Content in Stage 1 of the Copywriting-Content Continuum builds ________, ________, and ________.
Content that builds:
Traffic
Awareness
Leads
What stage of the Copywriting-Content Continuum would copy linking to a direct-sales page be?
Stage 2: Primed for purchase
What stage of the Copywriting-Content Continuum would direct-sales copy such as Buy/Order Now be?
Stage 3: Sale
What happens in Stage 4 of the Copywriting-Content Continuum?
Retention copy and content
Name up to 5 types of Content
Articles
Blog Posts
Case Studies
Lead magnets
E-books & reports
Newsletters
Podcasts
Press Releases
Social Media
Videos (demos, how-to)
Web Pages (general)
Webinars
White Papers
Name 13 types of copywriting mediums
BA – B/F – Cb
Em– GA – LP
MA – NA – OOH
RAS – SL – SMA
TVAS
banner ads
brochures/flyers
chatbots
emails
Google ads
landing pages
magazine ads
newspaper ads
out of home
radio ad scripts
sales letters
social media ads
tv ad scripts
Name 3 ways emails and newsletters serve as Retention Copy
sales
renewals
updates
Branding Campaigns drive . . .
Persuasive Campaigns drive . . .
Awareness
Action
Goal of a copywriting piece:
To ________ an ________ in an ________ and ________ manner.
To communicate an offering in an engaging and persuasive manner.
Direct-response copywriting pieces should include what 7 elements?
What the product/service is
How it solves a customer want/need
How it works
Why it’s the best solution
Why it’s the best value
How much it costs
How to order it
What
Solves
Works
Solution
Value
Cost
Order
What should a copywriter create in the prospect?
Desire
6 Components in a Copywriting Piece
H/S
F
B
P
O
C
Headline/Subhead
Features
Benefits
Proof
Offer
CTA
How to create a Curiosity Gap
Tease the reader by hinting at what’s to come so the reader will keep reading.
Why does a Curiosity Gap work?
Because the reader wants to close a loop in their brain.
Example of puppy food funnel (6 steps)
(Google/Quiz/Coupon/Email)
- Google “what to feed new puppy”
- Ad shows up “take this quiz about puppy nutrition” You click on it.
- Landing page offering a coupon if you take the quiz. You take the quiz.
- Quiz ends with CTA: Get My Coupon. You click button.
- Arrive at form requesting your email in exchange for coupon.
- Now you get email sales offers.
People don’t like to be sold to. So don’t force . . . do this instead.
tempt
Sell to _____ first, then the _____.
Sell to the heart first, then the head.
How to help a prospect solve a problem or achieve a goal–Bob Bly (5 steps)
1. GA
2. IP
3. PS
4. PV
5. CA
- Get Attention
- Identify the prospect’s problems
- Position the product as a Solution
- Prove the Value of the solution/compare to others
- Call them to Action
“You’re not selling, you’re . . .”
You’re not selling, you’re SOLVING!
What’s the ________ being solved?
What’s the ________ being offered?
Why is it ________?
What’s the PROBLEM being solved?
What’s the SOLUTION being offered?
Why is it a GREAT solution?
Help your prospect ________ a ________ or ________ a ________.
Help your prospect SOLVE a PROBLEM or ACHIEVE a GOAL.
Tease ________; appeal to ________.
Tease DESIRES; appeal to EMOTIONS.
WIIFM
What’s In It For Me?
How to connect with your prospect.
Know who you’re writing to.
Write to 1 person only.
Speak in their language.
Know their beliefs, desires, fears, wishes, etc.
What a reader is thinking in their back of their mind as they read your copy.
“Why should I believe you?”
Psychographics (6 components)
Beliefs
Goals
Interests
Lifestyle
Values
Worries
Help your prospect ________ a ________ or ________ a ________.
Help your prospect SOLVE a PROBLEM or SATISFY a DESIRE.
Research 4 Hows about a product
Hows
—How it’s Made
—How it Works
—How it’s Used
—How it Helps
Name 6 ways course creators can help with customer retention
UMS
S/U
R
OH
V/W
SM
updates to membership site
sales/upsells
renewals
office hours
video/webinar
social media groups
