5 Steps to Copywriting that Sells
So how do you find the right words? This is where a lot of people get stuck and we'll walk you through the five steps to copywriting. Now, if you want to go jasminestar.com/creativelive you're gonna see these steps cause' I'm gonna fly through them, you can just simply fill in the blanks. So I have been writing about my business since day one of my business, I openly said in I did not have a website, I booked the majority of my weddings from a blog, I didn't know what the heck I was doing, but I wrote because I loved it. I wrote because it made people pay attention to it, and I wrote because it made my business explode, truly, and I don't mean that in any different way, shape, or form than just that. But, if people think at it like "yes, I was good" and "yes, I loved it," but it doesn't mean that it was easy. In fact, every blog post that I put forth required so much effort. And I realized that if I can create a system, a pattern to follow, like once I have these five steps, then I'm ...
guaranteed for a closer step towards success. Not guaranteed success. Wow, alright. Oh, let's just dive right in. (laughing) Let's go into the attention grabber. So, first things first, now I'm gonna work you backwards. I'm gonna start you where I want you to end. It's going to make sense in one second, so just follow this and as you go through the notes at a later point in time it's all gonna make sense. So we're gonna start with the attention grabber. So this is the single thing that's gonna make somebody stop scrolling on Instagram, stop them scrolling on Facebook, (snaps) grab their attention. Now, this is not gonna grab their attention because it's funny or clever, although that helps, it's not gonna catch your attention because you're really popular and you have a big page. That helps, but it doesn't determine this, but because it speaks directly to them. Now I have not seen a company or a business produce, day after day, the most compelling attention grabbers than Buzzfeed. They win the attention grabbing game and they know it and they've mastered it. Why? Because it's simple, the attention grabbers that they use are simple, and they feel like they're talking to you and thirdly, they make you feel one way or the other. Again, they have the kings and queens of attracting or repelling. Let's look at a few examples. We Can Guess Where You're From Based On Your Bagel Choices, and this was trending. So many people wanted to know if Buzzfeed could really determine their city, so they took time out of their day to fill out a quiz based on bagels, but they got people's attention. What % Poo-Obsessed Are You? (laughter) Now when I was showing this to JD he's like, oh, we shouldn't show that one, that one's gross. And I was like, funny thing, it's gross to you and really interesting to me from a marketing perspective. I'm going to include it because people in this room felt a certain way like, I wanna know, and some people were like, gross. They're siphoning out their audience and pushing people to where they want to go. Another attention grabber. 26 Adorable Beauty Gifts You'll Want To Keep For Yourself. That was trending, hashtag murica, right? We wanna know the gifts we should be giving but we're really gonna keep for ourself. So this is targeted, who do you think it's targeted to, male or female? Female, absolutely. Cause' guys don't really care about beauty trends, but girls wanna know about the gifts that their friends should be getting but they're really gonna keep for themselves. It's crazy. So, I'm going to work an example throughout this copywriting section to walk you through. If I was a dietician, or if I was a fitness professional, I am not nor do I ever profess to be, but this is an attention grabber that I would use as you're scrolling just after the holiday seasons. I'm a fitness professional, if I wanted to grab my ideal client's attention, Do you want to lose 5 pounds before New Year's Eve? I would write this article to be published on December 26th, and I would run ads to it so that people can click, so does it catch your attention? Everybody after the holidays, I don't care how good you eat, you always feel like I should not have had that 47th cookie. So I'm going to the pressure point, I'm talking about them, and I'm going to attract attention. Now second step of the copywriting formula is you wanna reel them in cause' once you have their attention it's not enough to have their attention, you wanna get them to click. So this is gonna be the subtext that's going to make their decision of should I click on this? People are so judicious on what they click on from a link. Period the end, people are really stuffy about where they spend their time. People are seeing thousands of ads per day, what's gonna make them click on your link? Well, that's the thing. We're gonna talk about reeling them in. Between the attention grabber, catch your attention, between the reel them in, we're gonna guide our people there. So I saw this great example on Facebook. This is SaveHoney. I don't know what this company does, it just showed up as an ad in my feed because I believe that they were targeting me. So, attention grabber: This is how millennials are saving money, and it's genius. Reel them in: You might be wasting money if you don't know this trick. Got my attention. Do I wanna know the trick to save money? Yeah, click on the link. This is a brilliant way to jumpstart a conversation. And what they did is that segmented their audience to millennials and then they spoke in millennial speak. Trick, secret, squirrel, glitter? Click here. (laughing) This was great. I thought this was brilliant. So now let's see if I can reel my person in with the sample of reel them in. Attention grabber: Do you want to lose 5 pounds before New Year's Eve? They all rolled their eyes when I said I'd fit into my prom dress, but when I walked into the room Dot, dot, dot. Do you wanna know what happened when I walked in the room? Did I walk in my prom dress, did I not? What is it? Some people are hearing this and are like, doesn't resonate with me, and some people are hearing this and are being like, I wanna know, and those are people who probably also watch The Bachelor, so there you go. (audience laughs) We love and we are interested in other people's lives and I know that about target clienteles. This is my judge, right? So let's begin and understand that we have three seconds to capture somebody's attention online. People are not competing, they're not choosing, people aren't surfing Facebook to go from one fitness professional to another fitness professional to another, they're seeing tons of thousands of ads every day as they drive, as they watch TV, as they listen to the radio. So you have three seconds to grab their attention and then bring them in, this is gonna make the most impact. Step number three: we're gonna keep them on the line. So once they click to your site, it's incredibly difficult to get them there, but this is going to be the thing that empowers them to keep on moving, which means that you wanna convince them that they made the right decision. By clicking on that immediately affirm that decision and you wanna do it as quickly as possible because at the beginning of your blog post, at the beginning of a podcast, or the beginning of an article that you write you wanna make sure that you outline the advantages. Why should they be there? So you've got them there, why should they be there? This idea can sometimes stress you out, but I want you to follow me. You can find this on page four of the workbook that you've downloaded. Attention grabber: Do you want to lose 5 pounds before New Year's Eve? Reel them in: They all rolled their eyes when I said I'd fit into my prom dress, but when I walked in the room 20 pounds lighter, they weren't laughing. And this journey started with losing just five pounds before New Year's Eve. This blog post will reveal the sugar misconception, 10-minute workout that jump starts your metabolism, and a complete five day meal plan. You've got them there, you've got them to click on the link, now you're telling them what they're getting. You're not going into a long story about how you battled your cookie addiction. This is what you get immediately, you're rewarding them for that decision. Fourth, you wanna identify their concerns. So this is where you get into who and the what. Basically, who is this blog post for, who is this podcast for, and what is it going to be about? So let's go into this, once we went through that, attention grabber, reel them in, identify what it's gonna be about. If you've struggled with gaining weight over the holidays, if you're tired of trying every diet, popping every pill, and staring at a mountain of online workout videos without anything to show for it, I know exactly how you feel. We're like two peas in a pod, but get ready to throw everything away because what you're about to read will blow your mind. So, what are we getting into? Who? Who is this for? People who struggle with holiday weight gain. What? The solution to weight loss, even if everything else didn't work. So steps one through four, I'm gonna get a jump ahead. Step number five: answer their concerns. So steps one through four had nothing to do with your business yet. It caught their attention, it built their trust, they clicked on their link, you told them the benefits, and you told them specifically who this is for and what they're getting. One through four, not about you. Step number five, this is where your magic comes in. You're gonna answer their concerns. Now, this is where you're gonna showcase what you do and why you do it different, better, or why it's more valuable. So your content is going to speak directly to your ideal client and this is not gonna intimidate you anymore. You know that you're talking to the assistant to the CEO, you know that you're talking to the hairstylist to try to build a brand, you know that you're speaking to a bride who's trying to book, and not just any bride, specific brides, specific assistants, and specific hairstylists. We know that, we're not intimidated by this anymore, and more than anything, because you're uniquely qualified to share this information you must identify their pain. You cannot position yourself in a place of authority, I figured out the way, follow me. It's I've been there, I'm the proof in the pudding, here's are the easy steps to get there, powerful steps, easy steps. Now I suggest offering two or three solutions, cause' this is the chunk of the blog post and it's also the most intimidating. Offer two solutions to their concerns, so if I identified their concerns, sugar cookies. Eating a cookie isn't a bad thing, but understanding why you're eating the cookie can be. Psychological dependency, you eat in happiness, you eat out of sadness. Another concern I'm identifying: not all workouts are created equal, so three ways to determine what workout is best for you. And I itemized it by a 10 minute workout. Who can't do a 10 minute workout after the holiday season? Lastly, did you know meal-prepping is the easiest way to kickstart weight loss? Plan for success. Those are my solutions, and if people want more, do you wanna opt in for my five day meal plan? I send you a shopping list and the 10 minute workout, put your... I was on a roll, I was on a roll. Put your email address here and I'll send you a newsletter. (chuckling) Okay. So now you've prepped your readers for one of the following: they want to work with your business, or two, they wanna sign up for your newsletter, which goes back to the original thing we spoke about. They will be your customer or you will turn them into customers, that is my belief. This is how you get people to your website. Now I just threw a lot of information, but here's the good thing. These five steps are going to be broken up in the 30 day action plan. I don't expect you to put together the attention grabber, the keep on the line, all of that's gonna be broken because once you develop the pattern, it becomes so much easier and the best part is that on the Facebook group you guys can throw out your attention grabbers to see if they're actually resonating with everybody like, are these grabbing your attention? Will you reel this in? We're gonna work on this together to ensure that you're walked through. So as a quick reminder, attention grabber: stop them in their tracks. Secondly, reel them in: get them to click on the link. Thirdly, keep them on the line: you wanna tell them the advantages for reading that blog post, don't lose them quite yet, then you wanna identify their concerns. Who is it for and what will they get, I have been there too and what you're going to get is my insight, and lastly, you're going to answer their concerns and this is the thing that highlights your business. This is the thing that you do extraordinarily well. We're gonna get into a brief Q&A section to go through that and understand that in the future we're gonna be walking through this step by step.