Stand out to YOUR Crowd

A Simple Framework for Customer-Driven

Copywriting

@Harrisonamy

Why should I choose you?

@Harrisonamy

Why should I choose you?

@Harrisonamy

How do you know if your copy is cheating on you?

You see it hanging around other sites

@Harrisonamy

@Harrisonamy

@Harrisonamy

@Harrisonamy

@Harrisonamy

@Harrisonamy

@Harrisonamy

Track time and expensePowerful softwarePowerful featuresPowerful reports

Easy-to-use @Harrisonamy

Welcome to Broca’s

area

@Harrisonamy

We learn to ignore what we’ve seen before

@Harrisonamy

Everyone is trying to cut through the

clutter...

@Harrisonamy

...But it’s not just about being different

@Harrisonamy

Track time and expensePowerful softwarePowerful featuresPowerful reports

Easy-to-use @Harrisonamy

New features every month

Start using in 10 minutes

“Our employees actually use it”

Google apps integration

Synch across mobile and tablet devices

Complex billing cycles @Harrisonamy

Best

High-quality

Innovative

Efficient

Max. potential

Effective

Leading

Powerful

Outstanding

Easy-to-use

Smart

Comprehensive

Easily manage

All-in-one

Passionate

Committed

Sometimes copy cheats on you…

With products from other industries

@Harrisonamy

@Harrisonamy

@Harrisonamy

Powerful software

Powerful features

Powerful reports

Easy-to-use

@Harrisonamy

Best

High-quality

Innovative

Efficient

Max. potential

Effective

Leading

Powerful

Outstanding

Easy-to-use

Smart

Comprehensive

Easily manage

All-in-one

Passionate

Committed

The problem with ambiguity

@Harrisonamy

I’m passionate

about clowns!

Me too!

@Harrisonamy

Great! Want to join me at the clown convention?!

Oh… I’m not THAT passionate

@Harrisonamy

Solving umbrella terms - qualify“We are currently going through our copy to eliminate all vague promises and replacing them with more specific ones.

And the update. We asked for your views on the A/B-test we were running on our homepage. The variation produced an uplift on signups of around **% (also a **% drop in bounce rate).

It seems the more specific above-the-fold copy is, the more visitors are drawn in to read more”

Reino Meriläinen

Isolta.com

Internal or external copywriting?

@Harrisonamy

Internal or external copywriting?

@Harrisonamy

Internal or external copywriting?

263.3% increase in click throughs

@Harrisonamy

Internal or external copywriting?

Things customers love Umbrella Term

New features every month Powerful features

10 minute set-up with video tutorials Easy-to-use

“Our employees actually use this one” Seamless integration

Google apps integration Powerful features

Complex billing cycles Saves time

Is there a disconnect between:

What you KNOW

What you SAY

What your customer thinks you MEAN?

Instant pets!!?

“Caricatures shown not

intended to depict Artemia”

Closing the gap

What about our time-tracking software makes it…

Easy-to-use?

What about our time-tracking software makes it…Set-up, and send your first invoice in 10 minutes

Track time after-the-fact

Automatically log expenses just by snapping a pic of your receipts

Easy-to-use?

What about our time-tracking software makes it…Set-up, and send your first invoice in 10 minutes

Track time after-the-fact

Automatically log expenses just by snapping a pic of your receipts

Easy-to-use?

Internal or external copywriting?

Things customers love Umbrella Term

New features every month Powerful features

10 minute set-up with video tutorials Easy-to-use

“Our employees actually use this one” Seamless integration

Google apps integration Powerful features

Complex billing cycles Saves time

PromiseProof

10-minute set-up, new features every month, the ability to handle complex billing cycles and integration with Google apps.

[Product] is the powerful time-tracking software that’s also easy-to-use.

@Harrisonamy

Don’t bury your value

@Harrisonamy

BAKE SALE!

Games * Raffle * CupCakes * Prizes * Fun!

(Live music by Sir Paul McCartney)

@Harrisonamy

@Harrisonamy

What does highly-responsive mean?

When their technician has finished his sandwich? The same sweet-time my last provider took?5 minutes after I’ve lost clients through downtime?

IT Support in 60 Minutes or Less (Yes, Even if You Need us On-Site)

The fast and friendly service for businesses in the South East

What does highly-responsive mean?

Okay then!

How can we make sure the customer perspective is included in

our copy?

Symptoms

@Harrisonamy

Struggling to integrate data across different accounts,

regions or countries?

@Harrisonamy

Does it take weeks to get detailed reports from your worldwide retailers?

Are you unable to compare international operations without further help from analysts?

Are your analytics reports 3-400 pages long?

Weave into your copy:

1. Here’s what you may have recognised (symptoms)

2. This is what’s causing them (problem)

3. This is what you need (cure)

4. This is what is possible with the cure (results / contrast)

@Harrisonamy

Symptoms Problem Cure ContrastTaking weeks to get detailed reports from worldwide retail operations

Most software reports need analysts to make sense of the data and generate insights.

Automated process

Get a global perspective of operations quickly.

Use that data to make decisions faster, act upon opportunities while competitors are still aggregating data.

@Harrisonamy

Surveys

@Harrisonamy

Surveys

“If I’d asked people what they wanted, they would have said

faster horses”

Henry Ford

@Harrisonamy

Surveys

“If I’d asked people what they wanted, they would have said

faster horses”

Henry Ford

(Maybe, maybe not) @Harrisonamy

Surveys 1.Challenges

2.Questions

@Harrisonamy

Challenges

“Billing clients is a nightmare but I haven’t got time to learn a new system”

“We have so many pricing structures I don’t know how we’d bring it together

without spending a lot.”@Harrisonamy

Questions

“Can I really find software that isn’t loaded with things I’ll never use?”

“How many of my tasks can I truly automate?

@Harrisonamy

People want a transformation

Not a transaction

@Harrisonamy

No-one wakes up wanting to click a button

Well, maybe they do…

How Anchors and Visual Copy wake people up

Do I really need these?

ah…

Not Cool…

Not Cool…

Anchor (illustrate product performance)

+

Visual Copy(illustrate customer use)

Anchor

Visual Copy

Wall Street Without The Wolves?

The Jargon-Free Investment Firm That Fits in Your Pocket

Wall Street Without The Wolves?

The Jargon-Free Investment Firm That Fits in Your Pocket

AnchorVisual Copy

Fixing copy

What do they tell us?

2-day coursePractical exercisesCase studiesDiscussionsRun by accredited trainers

@Harrisonamy

Emotion doesn’t mean

emotional

Reassuring Confident

Peace-of-mind

Cheating copy? Umbrella terms

What words and phrases show up on competitor sites? Proof Promise

Symptoms Burying value?

1. Here’s what you may have recognised (symptoms)

2. This is what’s causing them (problem)

3. This is what you need (cure)

4. This is what’s possible with the cure (results / contrast)

Survey results

● Challenges● Questions

Which features help

What emotions do customers feel by using your product? What can they do after? (Blind bears?)

Emotions What will make them feel this way? Transformation

harrisonamy.comwritewithinfluence.com

@Harrisonamy