Good Idea/Bad Idea
Apr. 20th, 2021 07:34 pm![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
toricopies1. Daily repetition. Set aside 10-15 mins every day to do something copy-related.
2. Keep a swipe file. Digitally in my Bookmarks - also, an index card file. Break down by type, such as: headlines, CTA, bullets, etc.
3. Annotate copy. Read and then take notes as you go. Ask yourself the following questions while reading: "What’s the headline? What is the Big Idea underlying everything? What is the literal offer? Where does the lead end? What proof elements are used? What is the call to action?" You are looking to understand the choices made by the writer and why they made them. Set a timer and do this for 10, 15 mins daily.
4. Read a lot of books and copy written by the pros!
5. Handcopy. Roughly 2 pages every 30 minutes.
Other things to always consider...
Who is your target audience? If uncertain, ask! Questions to consider about your demographic: "How do they speak? What kinds of emotions do they express when talking about their interest? Do they ever talk about your product? What do they say? What other products are they talking about?"
Remember: features suck for those who don't already want them! Focus on Features vs. Benefits vs. Futures with the following:
"Divide a sheet of paper into 3 columns, one for each of the above concepts. In the furthest left column list out all of your product’s features, then in the middle column write out the benefits derived from those features. In the final column, write out a couple examples of future-pacing your benefits. Realistically, you could end up with dozens of these, so feel free to select only a few and instead go for quality."
2. Keep a swipe file. Digitally in my Bookmarks - also, an index card file. Break down by type, such as: headlines, CTA, bullets, etc.
3. Annotate copy. Read and then take notes as you go. Ask yourself the following questions while reading: "What’s the headline? What is the Big Idea underlying everything? What is the literal offer? Where does the lead end? What proof elements are used? What is the call to action?" You are looking to understand the choices made by the writer and why they made them. Set a timer and do this for 10, 15 mins daily.
4. Read a lot of books and copy written by the pros!
5. Handcopy. Roughly 2 pages every 30 minutes.
Other things to always consider...
Who is your target audience? If uncertain, ask! Questions to consider about your demographic: "How do they speak? What kinds of emotions do they express when talking about their interest? Do they ever talk about your product? What do they say? What other products are they talking about?"
Remember: features suck for those who don't already want them! Focus on Features vs. Benefits vs. Futures with the following:
"Divide a sheet of paper into 3 columns, one for each of the above concepts. In the furthest left column list out all of your product’s features, then in the middle column write out the benefits derived from those features. In the final column, write out a couple examples of future-pacing your benefits. Realistically, you could end up with dozens of these, so feel free to select only a few and instead go for quality."
