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User Power
Value/Post Ratio
105%
- Mar 11, 2019
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I think everything you need to know to start writing copy can be condensed onto a single letter sized page.
I challenge you to get a page, and note the following.
1 Customer persona
2 Make a list of common motives
3 The AIDA model
4 Cialdini's principles of persuasion
5 I'm gifting you the list of transitional phrases and power words that I got from a variety of sources: For spirit
Checklist to add to your cheat sheet also:
Did I use a conversational tone (i.e. not hard sales)?
Did I use simple words?
Did I create a slippery slide?
Did I use a strong CTA?
Once you do the above...you're all set...that's all you need. Now, think of the last product/service you really wanted, and write a short paragraph of copy to yourself the cheat sheet. First, build a quick 3-5 sentence customer persona. Second, identify your customer's primary motives. Then start writing using the AIDA model and sprinkle in a few of the persuasion principles. If you need, look at some of the transitional phrases/power words to spruce things up a little/attain flow. When you're done, use the checklist to ensure you used a conversational tone, simple words, you created a slippery slide/slope (whatever it's called), and you ended with a strong CTA. Share it here for some feedback.
If you do the above, I'll advise you on what to do next. Your choice.
OK, I'm done!
Here is the cheat sheet:
Copywriting
1. Customer Persona
Buyer persona is a term that comes from the marketing world. We translate it as ideal customer. It’s that portrait we create by imagining who our ideal customer is based on data and experience.
In that portrait we will include his personal and professional situation as well as his dreams and aspirations, but above all his fears.
2. Make a list of common motives
Copywriter Bob Bly has a fantastic list of motivators. He explains that people buy something:
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3. The AIDA model
Attention: The first step in marketing or advertising is to consider how to attract the attention of consumers.
Interest: Once the consumer is aware that the product or service exists, the business must work on increasing the potential customer’s interest level.
Desire: After the consumer is interested in the product or service, then the goal is to make consumers desire it, moving their mindset from “I like it” to “I want it.” Use an emotional connection.
Action (CTA): The ultimate goal is to drive the receiver of the marketing campaign to initiate action and purchase the product or service ie. download a brochure, make a phone call, join your newsletter, engage in a live chat etc.
4. Cialdini’s principles of persuasion
1. Reciprocity
Simply put, people are obliged to give back to others the form of a behavior, gift, or service that they have received first.
If a friend invites you to their party, there’s an obligation for you to invite them to a future party you are hosting. If a colleague does you a favor, then you owe that colleague a favor. And in the context of a social obligation people are more likely to say yes to those who they owe.
2. Scarcity
Simply put, people want more of those things they can have less of.
3. Authority
This is the idea that people follow the lead of credible, knowledgeable experts.
Physiotherapists, for example, are able to persuade more of their patients to comply with recommended exercise programs if they display their medical diplomas on the walls of their consulting rooms. People are more likely to give change for a parking meter to a complete stranger if that requester wears a uniform rather than casual clothes.
4. Consistency
People like to be consistent with the things they have previously said or done.
Consistency is activated by looking for, and asking for, small initial commitments that can be made.
5. Liking
People prefer to say yes to those that they like.
But what causes one person to like another? Persuasion science tells us that there are three important factors. We like people who are similar to us, we like people who pay us compliments, and we like people who cooperate with us towards mutual goals.
6. Social proof
Especially when they are uncertain, people will look to the actions and behaviors of others to determine their own.
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For my first bit of copy, I chose the video game Doom Eternal!
Doom Eternal
Customer Persona
The average customer is male, and over the age of 18 due to the ESRB rating (although younger customers will still want to play it). They enjoy some level of graphic violence in the media, and aren’t offended by themes of the occult. They may be new players, or fans of previous DOOM games. They have enough disposable income to afford spending $70 on a video game. Customers desire what the series is known for, and that is fast, aggressive, gory action with a heavy metal soundtrack. It is also for those wanting to play with friends. Younger players may fear missing out on the experience with their close friends.
Primary Motives
The primary motives are:
To be liked
To be happy
To have fun
To gratify curiosity
To feel powerful
To be social
Copy
Earth is now being destroyed by the armies of Hell.
There is only one person fighting Hell’s consumption of Earth and the extermination of all mankind … You!
The award-winning shooter series has been reborn with Doom Eternal!
Play as Slayer and battle demons with unparalleled aggression and speed. Feel the power as you annihilate monsters with over 9 weapons, including the classic Super Shotgun and shredding chainsaw! Leave a trail of carnage to a blaring heavy metal soundtrack. Discover the wasteland of Earth in single-player or play with friends. Don’t miss out!
Bring on the ultra-violence!
Hell isn’t waiting. Buy Doom Eternal from your local store NOW and receive a free Doom Guy collectable!