EAT Expertise, Authority and Trust

​

E-A-T stands for Expertise, Authority, and Trust, and it’s a concept introduced by Google in 20141. It’s used in Google’s Search Quality Evaluator Guidelines to describe the criteria that websites must meet to rank higher in Google’s search engine results pages1.

 

Here’s a breakdown of what each component means:

 

Expertise: This refers to the knowledge or skill in a particular area. For a website, it means the organization behind it has suitable credentials. For example, a news website where the organization has won multiple Pulitzer Prizes2.

 

Authority: This is about the power to influence or command thought, opinion, or behaviour. In the context of a website, it’s about the credibility and recognition of the website or the author of the content.

 

Trust: This is about the firm belief in the reliability, truth, or ability of someone or something. For a website, it’s about the reliability and credibility of the website and its content.

 

Google uses these three criteria to determine the credibility and reliability of websites and their content. Improving a website’s E-A-T score is crucial for better SEO performance and increased visibility on search engine results pages.

 

It’s important to note that while E-A-T is a core concept in Google’s Search Quality Raters guide, the way content is ranked automatically is not the same as the way it gets people to assess the pages manually. Some things are easy to do automatically and hard to do manually and vice versa.

 

To improve your EAT score, you need to demonstrate that you have the relevant experience and expertise in your field, that you are a reputable and authoritative source of information or service, and that you are trustworthy and reliable. Some of the ways to do this are:

 

Provide clear and accurate information about yourself, your credentials, and your contact details on your website12.

Create high-quality, original, and factual content that meets the needs and expectations of your audience12.

Cite reputable sources and provide evidence to support your claims and recommendations12.

Earn positive reviews, ratings, testimonials, and feedback from your customers or users12.

Build a strong online reputation and presence on social media, forums, blogs, and other platforms12.

Follow the best practices of web design, usability, security, and accessibility12.

EAT is not a direct ranking factor, but it is a way for Google to measure the quality and relevance of your website and content. By improving your EAT score, you can increase your chances of ranking higher on Google’s search engine results pages (SERPs) and attracting more organic traffic to your website.

​​

​

Email drip campaign

​

An email drip campaign is a series of automated emails that are sent to recipients based on an action they take on your website or email. For example, if someone signs up for your newsletter, you can send them a welcome email, followed by some useful content, and then a promotional offer. The goal of a drip campaign is to nurture your leads and move them along the sales funnel.

 

Email drip campaigns can help you increase conversions, retention, and loyalty by delivering relevant and personalized messages to your audience. Some common types of drip campaigns are:

 

Welcome series: These are emails that introduce your brand, products, or services to new subscribers and encourage them to take the next step, such as making a purchase or joining a community.

​

Abandoned cart series: These are emails that remind your customers of the items they left in their online cart and persuade them to complete their order. You can also offer discounts, free shipping, or other incentives to increase urgency and motivation.

Re-engagement series: These are emails that target inactive or lapsed customers and try to rekindle their interest in your brand. You can offer them special deals, new features, or valuable content to entice them to come back.

Educational series: These are emails that provide your subscribers with useful information, tips, or resources related to your niche or industry. You can also showcase your expertise, authority, and credibility by sharing your own insights, case studies, or testimonials.

Upsell/cross-sell series: These are emails that suggest additional or complementary products or services to your existing customers based on their purchase history or behaviour. You can also highlight the benefits, features, or reviews of your offerings to increase their perceived value.

To create an effective email drip campaign, you need to:

 

Define your goal and audience: What do you want to achieve with your campaign and who are you targeting? You should have a clear and specific objective and a well-segmented list of recipients based on their interests, needs, or actions.

Map out your email sequence and timing: How many emails do you want to send and when? You should have a logical and coherent flow of emails that match your goal and audience. You should also test and optimize your email frequency and timing to avoid spamming or annoying your subscribers.

Craft your email content and design: What do you want to say and how do you want to say it? You should have a compelling and relevant message that speaks to your subscribers’ pain points, desires, or aspirations. You should also have a clear and attractive design that reflects your brand identity and enhances your message.

Measure and improve your results: How do you know if your campaign is working and how can you make it better? You should track and analyse your email metrics, such as open rate, click-through rate, conversion rate, and unsubscribe rate. You should also conduct A/B testing, surveys, or feedback to identify and improve the areas that need improvement.

 

Email marketing tools are software applications that help you create, send, and analyze email campaigns. Some of the benefits of using email marketing tools are:

 

You can design professional and attractive emails without coding or design skills.

You can personalize and segment your emails based on your audience’s preferences, behaviour, or actions.

You can automate your email campaigns to save time and increase efficiency.

You can measure and optimize your email performance with data and insights.

There are many email marketing tools available, but some of the most popular and effective ones are:

 

MailerLite: This is a tool for advanced email marketers who want to create complex and dynamic campaigns. It offers features such as landing pages, pop-ups, surveys, and advanced automation1.

​

HubSpot: This is a tool for segmentation and personalization. It allows you to use your HubSpot CRM data to tailor your emails to each recipient. It also offers features such as A/B testing, analytics, and AI content writing2.

​

Brevo (formerly Sendinblue): This is an all-in-one marketing and sales tool that integrates email, SMS, chat, and CRM. It offers features such as transactional emails, marketing automation, and segmentation3.

​

Mailchimp: This is a tool for growing your email marketing program. It offers features such as pre-built templates, email automations, and analytics. It also integrates with many other platforms and services4.

​

Sender: This is a tool for the most generous free plan. It allows you to send up to 15,000 emails per month to 2,500 subscribers for free. It offers features such as drag-and-drop editor, email analytics, and integrations5.

​

Loops: This is a tool for email marketing automation. It helps you create and manage automated email workflows based on triggers and conditions. It offers features such as email templates, segmentation, and reporting.

​

These are some of the best email marketing tools that you can use to boost your email marketing strategy.

​

A drip marketing campaign is a series of automated emails that are sent to a specific audience based on their actions or interests. The purpose of a drip campaign is to provide relevant and timely information that can help the audience achieve a goal, such as making a purchase, signing up for a service, or learning something new. A drip campaign can also help you build trust and loyalty with your audience by showing them that you care about their needs and preferences.

​

Some examples of drip campaigns are:

​

• A welcome email series that introduces your brand and products to new subscribers

• A cart abandonment email series that reminds shoppers of the items they left in their cart and offers incentives to complete their purchase

• A re-engagement email series that tries to win back inactive or lapsed customers by offering discounts, free trials, or valuable content

• A birthday email series that celebrates your customers’ special day and gives them a gift or a coupon

• A course completion email series that congratulates learners on finishing a course and encourages them to enrol in another one

​​

To create a successful drip campaign, you need to:

​

• Identify your audience and segment them based on their behaviour, interests, or demographics

• Set your goals and define the desired outcome of your campaign

• Write and design your emails with clear and compelling copy and visuals

• Choose the triggers and timing of your emails based on the user journey and the optimal frequency

• Test and optimize your emails for deliverability, open rates, click-through rates, and conversions

• Measure and analyse your results and make adjustments as needed

 

Drip campaigns are a powerful way to communicate with your audience and achieve your marketing objectives.

 

​

Email marketing

​

Email marketing is a form of digital marketing that uses email to connect with potential customers, raise brand awareness, build customer loyalty, and promote marketing efforts12. It involves sending promotional messages or newsletters to a list of subscribers via email3. The goal is building customer relationships, promoting products or services, increasing brand awareness, and ultimately driving sales3.

​

Email marketing can be as simple as sending an email to customers about new products, discounts, and other services, or it can be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases4. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails4.

 

Email marketing is considered a low-cost and high-impact tool with the ability to increase customer engagement and drive sales12. It’s also cost-effective, easy to track, and provides valuable data for analyzing campaign success3.

​

The types of email marketing include welcome emails, newsletter emails, and lead nurturing emails4. Welcome emails are sent to welcome customers and encourage them to learn more about your product or service. Newsletter emails are very popular, and they often highlight new products and services. Lead nurturing emails are designed to nurture leads through the sales funnel.

​

The first marketing email was sent in 1978, resulting in $13 million in sales3. Since then, email has been one of the most highly used marketing channels3. This is because email is a flexible yet cost-effective way to reach many people relatively quickly. You can also personalize your message to target specific audiences and generate leads

 

​

Email open rate

​

An email open rate is the percentage of emails opened out of the total number of emails delivered. It is a measure of how well your email marketing campaign is performing. The average email open rate for all industries analyzed by Mailchimp is 21.33%. However, this number may vary depending on your industry, audience, and subject line. To improve your email open rate, you can try different strategies such as segmenting your list, personalizing your content, testing your subject lines, and optimizing your send time2. You can also use tools like monday.com to track and analyze your email marketing metrics.

 

A click-through rate (CTR) is the percentage of people who click on a link after seeing it. It is a measure of how attractive and relevant your link is to your audience. A higher CTR means more traffic to your website and more potential conversions. There are many ways to improve your CTR, depending on the type of link you want to optimize. Here are some general tips that apply to most types of links:

 

Use clear and compelling language that describes the value and benefits of clicking on your link. Avoid vague or generic phrases that do not differentiate your link from others.

Include keywords that match the intent and expectations of your audience. Use specific and long-tail keywords that are relevant to your topic and niche. Avoid keyword stuffing or using irrelevant keywords that may confuse or mislead your audience.

​

Test different variations of your link text, such as the title, description, URL, and call to action. Use tools like Ahrefs or Adzooma to analyze your CTR performance and identify the best-performing versions. Experiment with different formats, lengths, tones, and emotions to see what works best for your audience.

​

Segment and target your audience based on their demographics, interests, behaviours, and preferences. Use tools like monday.com or Kinsta to create and manage your audience segments and tailor your link text to each segment. This way, you can increase the relevance and personalization of your link and appeal to different types of users.

Optimize your link for different devices, platforms, and channels. Make sure your link is responsive and compatible with mobile, desktop, and tablet devices. Use appropriate sizes, colours, and fonts for your link text and images. Adjust your link text and style according to the channel you are using, such as email, social media, or search engine.

 

​

Email sequence

​

An email sequence is a series of marketing messages that are sent to your audience on a set schedule. These sequences can be used for businesses of all types to retain customers and increase revenue1. They allow you to send personalized messages to customers based on different targeting strategies.

 

Email sequences are also known as lifecycle emails and email marketing automation because they allow you to schedule specific content to be sent out1. Marketing sequence emails can be sent to customers or prospects, depending on the type of business you operate.

 

There are two main types of email sequences: trigger-based and time-based.

 

Trigger-based email sequences are sent based on actions such as browsing behaviour, subscribing to your list, shopping cart abandonment, reading or downloading content, buying a product.

 

Time-based email sequences (sometimes called an email auto responder) send emails at predetermined time intervals, like right after opt-in, 30 days after purchase, or on the anniversary of subscribing.

 

Email sequences are often confused with drip campaigns, but they are not exactly the same thing. Drip email campaigns are static emails that are sent based on predetermined rules1. For example, when someone signs up for your newsletter, they may receive a welcome email as part of a drip campaign1. The content of the welcome email is the same for everyone, and these emails are sent on a set schedule, with the trigger being someone entering their email address via a form on your website1. Meanwhile, email sequences consist of content that changes based on user actions on your website, such as viewing a particular page on your website and then abandoning their shopping cart mid-purchase, or spending a substantial amount on a purchase, a unique and significant date such as an anniversary or birthday.

​

Empathy: Is there evidence that the writer understands who the target audience is? Does the piece avoid making assumptions about the audience? Are the content and tone appropriate to the audience’s interests, priorities, and knowledge level?

​​

​

Endorsement

​

In copywriting, an endorsement is a powerful tool that can significantly enhance the effectiveness of your content. Here’s a brief overview:

 

What is an Endorsement? An endorsement is a public declaration from a person or organization in support of a product’s features, quality, benefits, and/or brand. It can be either paid or unpaid1. Endorsements are social proof of the usefulness of something or someone1.

 

Role in Copywriting: In copywriting, endorsements can be leveraged by using positive reviews, testimonials, case studies, or influencer endorsements. They can help attract the reader’s attention, hold their interest, and spark or tap into a desire or need.

 

Importance: Endorsements can have a dramatic impact on lead generation for your business. High-performing CTAs, ads, and other assets with endorsements can lead to a lower cost per lead and a higher conversion rate.

 

Examples: Examples of endorsements include five-star product reviews on Amazon or other e-commerce or social media websites, a positive rating from a certification organization, or even someone walking down the street wearing a t-shirt with a logo.

 

Remember, the key to effective endorsement in copywriting is authenticity and relevance to your target audience. It’s not just about having an endorsement; it’s about how that endorsement resonates with your audience and reinforces your brand message.

​

How do I get endorsements?

 

Getting endorsements can be a strategic process. Here are some steps and best practices you can follow:

 

Know Your Clients: Understand who your clients really are and what other things they might want to buy. This understanding can help you identify potential endorsers who are influential among your target audience1.

 

Find Overlooked Opportunities: Look for opportunities to establish your value. Endorsing other businesses can show your clients that you genuinely care about their welfare, building out your expertise for your market niche and beyond1.

 

Ask for Feedback: Consistently asking your customers for feedback on your products or services can help you gather material to market your brand2. You can use these testimonials in your portfolio, on your social media pages, or in advertisements.

 

Leverage LinkedIn: Give endorsements to your LinkedIn connections, send a personalized thank-you message when someone endorses you, and request endorsements from colleagues, supervisors, or clients who can vouch for your skills34. Keep your LinkedIn profile up-to-date and showcase projects and achievements to provide tangible evidence of your skills.

 

Remember, the key to getting effective endorsements is authenticity and relevance to your target audience. It’s not just about having an endorsement; it’s about how that endorsement resonates with your audience and reinforces your brand message.

 

What is an Endorsement? An endorsement is a public declaration from a person or organization in support of a product’s features, quality, benefits, and/or brand. It can be either paid or unpaid. Endorsements are social proof of the usefulness of something or someone1.

 

Role in Copywriting: In copywriting, endorsements can be leveraged by using positive reviews, testimonials, case studies, or influencer endorsements. This can attract the reader’s attention, hold their interest, and spark or tap into a desire or need2.

 

Impact: Endorsements can have a dramatic impact on lead generation for your business. High-performing CTAs, ads, and other assets with endorsements can lead to a lower cost per lead and a higher conversion rate.

 

Examples: Examples of endorsements include five-star product reviews on Amazon or other e-commerce or social media websites, a positive rating from a certification organization, or even someone walking down the street wearing a t-shirt with a logo.

 

Remember, the key to a successful endorsement is authenticity. Whether it’s a celebrity endorsing a product or a customer leaving a positive review, the endorsement should feel genuine and relevant to the audience. This can significantly enhance the persuasiveness of your copy and ultimately guide readers or users toward a specific action2.

 

 

Sure, here’s a basic template for an endorsement letter:

 

[Your Name]

[Your Title/Position]

[Your Contact Information]

 

[Date]

 

[Recipient's Name]

[Recipient's Title/Position]

[Recipient's Organization]

[Recipient's Contact Information]

 

Dear [Recipient's Name],

 

I am writing to endorse [Individual/Product/Service/Company] for [Specific Purpose].

 

In my capacity as [Your Title/Position], I have had the opportunity to [describe your experience with the Individual/Product/Service/Company]. Throughout this time, I have found them to be [describe their qualities, skills, performance, etc.].

 

[Provide specific examples or details about the Individual/Product/Service/Company that support your endorsement.]

 

In conclusion, I wholeheartedly endorse [Individual/Product/Service/Company] for [Specific Purpose]. I am confident that they will exceed your expectations just as they have exceeded mine.

 

Please feel free to contact me if you require any further information.

 

Sincerely,

[Your Name]

 

 

E-Newsletter

​

An e-newsletter is a type of email that provides subscribers with valuable information, updates, and promotions about a specific topic, product, or service. E-newsletters can help you stay in touch with your audience, increase brand awareness, and drive traffic to your website or online store. Some examples of e-newsletters are:

 

A weekly digest of the latest blog posts, podcasts, or videos from your favorite content creator

A monthly roundup of the best deals, discounts, and coupons from your favorite online retailer

A quarterly report of the latest news, trends, and insights from your industry or niche

A biannual survey of the feedback, opinions, and suggestions from your customers or clients

To create an effective e-newsletter, you need to follow some best practices, such as:

 

Choose a clear and catchy subject line that entices your subscribers to open your email

Pick one primary call-to-action that guides your subscribers to take the desired action

Balance your content to be 90% educational and 10% promotional, so you don’t come across as too salesy

Keep your design and copy minimal, simple, and scannable, so you don’t overwhelm your subscribers with too much information

Test your e-newsletter on different devices, browsers, and email clients, to make sure it looks good and works well for everyone.

 

An E-Newsletter, also known as an email newsletter, is a digital form of communication sent out in an email format to subscribers who’ve opted in to receive it12. It’s used by both individuals and businesses as a tool for staying connected with customers, followers, or clients.

 

E-Newsletters typically contain a variety of topic-specific content, such as news, blog articles, informative videos, and advertisements. They may also contain promotional items like discounts that the subscriber can use to purchase products or services.

 

The benefits of an E-Newsletter include reaching a wider audience, increasing engagement with a brand, and building relationships1. It allows businesses to develop content that resonates with their audience, driving loyalty. However, E-newsletters can be viewed as spamming if email marketing is sent unsolicited.

​

​

There are many e-newsletter platforms available today, each with its own features, pricing, and design options. Some of the most popular ones are:

 

beehiiv: A platform that allows you to create and monetize your newsletter, as well as access analytics, audience insights, and community features. It has a free plan for up to 1,000 subscribers and a paid plan starting from $19/month.

​

MailerLite: A platform that offers a drag-and-drop editor, landing pages, pop-ups, surveys, and automation tools. It has a free plan for up to 1,000 subscribers and 12,000 emails per month, and a paid plan starting from $10/month.

​

Substack: A platform that lets you create a paid or free newsletter, as well as a website and podcast. It has no monthly fees but takes a 10% cut of your subscription revenue1.

Flodesk: A platform that focuses on beautiful and responsive email design, with templates, fonts, and images. It has a flat rate of $38/month for unlimited subscribers and emails.

​

ConvertKit: A platform that helps you grow your audience, sell digital products, and automate your email marketing. It has a free plan for up to 1,000 subscribers and a paid plan starting from $29/month.

​

These are just some of the best e-newsletter platforms you can choose from. You can also check out other options like HubSpot, Constant Contact, Mailchimp, Brevo, Campaign Monitor, AWeber, GetResponse, MailJet, and Benchmark.

​

Excerpts

​

Excerpts in copywriting are short snippets of text that summarize the main idea or benefit of a longer piece of content. They are often used to entice readers to click on a link, open an email, or read more. Excerpts can also help with SEO by providing relevant keywords and phrases for search engines.

 

Some examples of excerpts in copywriting are:

​

"51 Comprehensive Copywriting Examples (With Full Ad Breakdowns)"1: Discover 51 epic copywriting examples now.

"Copywriting 101: The Ultimate Guide to Creating Effective Copy"2: This guide will give you everything you need to know about copywriting, including a number of useful tricks and techniques you can use.

"10 Marvelous Copywriting Examples (& Why They Convert)"3: A swipe copy of high-quality examples that inspire you to write engaging website copy, perky popups, and emails that zing with persuasion.

"21 Copywriting Exercises: How To Practice Copywriting Skills"4: I’ve included 21 of my best tips and tricks to quickly become a better copywriter by practicing the following 21 copywriting exercises below.

As you can see, excerpts in copywriting are concise, catchy, and compelling. They highlight the value proposition, the problem, or the solution that the content offers. They also use powerful words, numbers, and punctuation to create curiosity and urgency. Excerpts in copywriting are an essential tool to attract and retain attention in a crowded and noisy online space.

​

In the context of copywriting, an excerpt is a short extract from a larger piece of content. It’s often used to provide a preview or a summary of the content to entice the reader to continue reading or to give a quick overview of the content. Excerpts can be used in various forms of copywriting, including online ads, email ads, banner ads, billboards, newspaper ads, and more. They play a crucial role in attracting the reader’s attention, holding their interest, and sparking or tapping into a desire or need. Effective excerpts can have a dramatic impact on lead generation for your business.

​

What is Excerpts in copywriting

​

Writing an effective excerpt involves several key steps:

​

Be Descriptive: Your excerpt should explain the key points of your content. It should provide a clear and concise summary that gives the reader a good idea of what the full content is about.

​

Write with the Readers in Mind: Consider what would be most interesting or useful to your readers1. Think about what type of copy feels exhausting to slog through and what kind of writing doesn’t take any effort to read at all.

​

Use Clear and Direct Language: Avoid jargon and complex language. The easier your excerpt is to understand, the more likely it is to engage your readers.

​

Be Creative: Even if your topic is considered boring, great copywriters find ways to be creative and engaging within the confines of their industry.

​

Avoid Grammatical Errors: Make sure your excerpt is free from grammatical errors. This not only improves readability but also enhances your credibility.

​

Don’t Fake Your Excerpts: Your excerpt should accurately represent the content it’s summarizing. Misleading excerpts can create a bad impression on your readers1.

​

Use Formatting: Use formatting, bullet points, and headers to separate your content into manageable, visually diverse chunks.

​

Remember, the goal of an excerpt is to attract the reader’s attention, hold their interest, and spark or tap into a desire or need.

False close

In copywriting, False Close is a technique where the writer creates an impression that they are about to ask for money, but instead takes an unexpected turn and covers a different topic, usually either introducing another benefit or telling a relevant story 123. This technique is used to keep the reader engaged and interested in the content of the promotion.

​​

​

Example:

​

“Are you tired of feeling sluggish and tired all the time? Do you want to feel more energized and productive? If so, then you need to try our new energy drink! Not only will it give you the boost you need to power through your day, but it also tastes great. But don’t just take our word for it. Try it for yourself and see the difference it can make in your life.”

 

In this example, the writer creates an impression that they are about to ask for money but instead takes an unexpected turn and introduces another benefit of the product. This technique is used to keep the reader engaged and interested in the content of the promotion.

 

​

Fear and greed

​

Fear and greed are two common emotions that copywriters use to persuade their audience to take action. However, they are not the only or the best emotions to appeal to. In fact, some experts argue that fear and greed are overrated and can backfire if used excessively or inappropriately.

 

Fear is the emotion that makes us want to avoid or escape a negative outcome, such as pain, loss, or failure. Greed is the emotion that makes us want to acquire more of something, such as money, power, or status. Both fear and greed can be powerful motivators, but they also have drawbacks.

 

Some of the drawbacks of using fear and greed in copywriting are:

 

They can trigger resistance and scepticism in the audience, especially if the claims are exaggerated or unrealistic.

They can create a negative association with the brand or product, as the audience may feel manipulated or exploited.

They can attract the wrong type of customers, who are more likely to be dissatisfied, demanding, or dishonest.

They can undermine the trust and credibility of the copywriter, as the audience may question their motives and ethics.

Therefore, copywriters should use fear and greed sparingly and strategically and balance them with other emotions that can elicit a positive and lasting response from the audience. Some of these emotions are:

 

Joy: the emotion that makes us feel happy, satisfied, or fulfilled. Joy can be used to highlight the benefits and value of the product or service and to create a positive mood and tone in the copy.

​

Sadness: the emotion that makes us feel sorrow, empathy, or compassion. Sadness can be used to show the problem or pain that the product or service can solve and to connect with the audience on an emotional level.

​

Surprise: the emotion that makes us feel astonished, curious, or intrigued. Surprise can be used to capture the attention and interest of the audience and to differentiate the product or service from the competition.

​

Anticipation: the emotion that makes us feel excited, eager, or hopeful. Anticipation can be used to create a sense of urgency and scarcity and to motivate the audience to take action.

​

Trust: the emotion that makes us feel confident, secure, or loyal. Trust can be used to establish the authority and credibility of the copywriter and to build a long-term relationship with the audience.

​

Disgust: the emotion that makes us feel repulsed, offended, or angry. Disgust can be used to contrast the product or service with the alternatives and to persuade the audience to avoid or reject them.

​

As you can see, fear and greed are not the only emotions that can influence the behavior and decisions of the audience. By using a variety of emotions in your copywriting, you can create a more compelling and effective message that appeals to the whole person, not just their primal instincts. 🧠

​

 

1: Fear and Greed: Two Overrated Emotions - AWAI 2: Effective Strategies To Trigger Powerful Emotions In Your Copywriting

 

Fear and greed are often considered powerful emotions in copywriting. They are thought to be key motivators that can drive consumer behaviour. However, the use of these emotions in copywriting is a nuanced process and should be handled with care.

 

Fear in copywriting is used to highlight potential problems or threats that the consumer might face, and then position the product or service as a solution1. It’s linked to the “flight” mechanism of the sympathetic nervous system2. However, it’s important to note that fear-based messaging can sometimes backfire if it’s not used appropriately.

 

Greed, on the other hand, is used to tap into the consumer’s desire for more - more success, more comfort, more security, etc. It’s about highlighting the benefits and rewards that the consumer can gain from the product or service.

 

However, some experts argue that relying solely on fear and greed can attract customers who are gullible and greedy3. Moreover, the masterful copy goes way beyond these two emotions4. Emotions like joy, sadness, surprise, anticipation, trust, and disgust can also create powerful responses and enrich the consumer experience2.

 

In conclusion, while fear and greed can be effective in certain contexts, a skilled copywriter will understand how to use a range of emotions to connect with their audience and drive desired actions12. It’s about understanding the audience’s needs, desires, and fears and then crafting a message that resonates with them on an emotional level.

​

FOMO

​

FOMO stands for Fear Of Missing Out, a psychological phenomenon that makes people feel anxious or motivated to take action because they don’t want to miss out on something popular, exciting, or life-changing1. FOMO is often used as a marketing technique to persuade customers to buy a product, sign up for a service, or follow a call to action. Some common ways to create FOMO in copywriting are:

 

Adding a time limit or a deadline to an offer (e.g., “Offer ends in 24 hours, so don’t miss out!”)

Showing low stock or limited availability of a product (e.g., “Only 3 left! Secure yours now!”)

Displaying recent customer purchases or social proof (e.g., “Join 5,000+ happy customers”)

Creating an exclusive group or gated content (e.g., “Unlock exclusive features by signing up”)

Using expiring content or one-shot deals (e.g., “This offer is only valid for the next 10 minutes”)

Emphasizing the benefits or value of the product or service (e.g., “This is a once-in-a-lifetime opportunity”)

Using language that references exclusivity, urgency, or scarcity (e.g., “hurry”, “selling fast”, “and last chance”)

FOMO can be a powerful tool to increase conversions and sales, but it should be used ethically and accurately. Otherwise, it can backfire and damage the trust and reputation of the brand.

​​

​

Follow up emails

​

Follow up emails are emails that you send after your initial contact with a potential client, customer, or partner. They are designed to remind them of your value proposition, build rapport, and persuade them to take the next step in your relationship. Follow-up emails are essential for copywriting, as they can increase your response rate, conversions, and sales.

 

Some tips for writing effective follow-up emails are:

 

Use a catchy subject line that grabs attention and sparks curiosity.

Refer to your previous email and the reason for your follow-up.

Provide a useful idea, resource, or insight that adds value to the recipient.

Include a clear call to action (CAT) that tells them what you want them to do next.

Follow up at the right time and frequency, depending on your goal and context.

For example, here is a possible follow-up email template for a copywriter who pitched a blog post idea to a website owner:

 

​

Subject: How to boost your website traffic with one simple tweak

 

Hi Simon,

 

I hope this email finds you well.

 

Last week, I sent you an email with a blog post idea on how to optimize your website for voice search. I’m wondering if you had a chance to review it and if you’re interested in working with me on this project.

 

Voice search is a huge trend that can help you reach more customers and increase your website traffic. According to a recent study, voice search will account for 50% of all online searches by 2025.

 

That’s why I think this blog post idea is perfect for your website. It will show your audience how to optimize their website for voice search in a simple and effective way. It will also position you as an authority and a leader in your niche.

 

If you’re interested, I can write this blog post for you in a week and deliver it to you in a Google Doc. I charge £0.10 per word, which means this 1,000-word blog post will cost you £100.

 

To get started, just reply to this email and let me know. I’ll send you an invoice and a contract, and we can begin working on this project right away.

 

I look forward to hearing from you soon.

 

Best,

 

Eugene

 

Copywriter and Content Strategist

 

EugeneStruthers@EugeneStruthers.com

​

 

P.S. If you’re not interested in this blog post idea, I have other topics that might suit your website better. Just let me know and I’ll send them to you.

 

​

Freelance Copywriter

​

A freelance copywriter is a self-employed contractor who is hired on a short-term basis by a business to write messaging for their brand. This messaging, called copy, helps to define the brand, position the brand as an authority in the industry, build credibility, build excitement around an offer, and produce revenue. Freelance copywriters are the creative masterminds behind a catchy slogan, a compelling email, an insightful blog post, a sales letter, and persuasive web copy.

 

If you’re interested in becoming a freelance copywriter, there are many resources available online to help you get started. You can find freelance copywriting jobs on websites like Indeed, Upwork, and Freelancer.

 

A freelance copywriter needs a variety of skills to be successful. Here are some of the key skills:

 

Writing: This includes strong grammar, punctuation, and spelling skills, as well as the ability to write in different styles and on different subjects12.

Copywriting: The art of persuasion through writing.

​

Persuasive Writing: The ability to convince readers to take a specific action.

SEO Writing: Writing content that is optimized for search engines.

Web Content Writing: Creating content for websites, including articles, blog posts, and product descriptions.

Blog Writing: Creating interesting and informative blog posts.

Ghostwriting: Writing content for another person or company.

Editing and Proofreading: Ensuring that the content is grammatically correct and logically flowing.

Researching: Conducting research to gather information for writing.

Idea Generation: Coming up with creative ideas for content.

Creativity: The ability to produce fresh, innovative content.

Technical skills: Understanding of web page creation, online research, and software such as content management systems.

Communication skills: Strong verbal communication skills for collaborating with clients and colleagues

​

These skills enable a freelance copywriter to create compelling and engaging content that resonates with the target audience and drives them to take the desired action.

 

​

Front End Copywriter

​

A front-end copywriter is not a standard job title, and it seems there might be some confusion. Let’s break it down:

 

Front End typically refers to the part of a website or application that users interact with. It involves everything that you see and interact with in a web browser, including forms, buttons, images, and the layout of a webpage1.

 

A Copywriter is a professional writer who creates content to advertise products and services. They craft compelling messages that encourage readers to take some form of action, such as purchasing a product or signing up for a newsletter2. Essential skills for a copywriter include writing skills, attention to detail, creativity, communication skills, research abilities, empathy, SEO awareness, user experience, versatility, editing skills, content marketing knowledge, ability to streamline information, and curiosity2.

 

So, a “Front front-end copywriter” could potentially refer to a copywriter who specializes in creating content for the front end of websites or applications. This could involve writing the text that users see on a website, such as product descriptions, blog posts, or company information. However, this is not a commonly used term, and the responsibilities would largely depend on the specific role and company. If you come across a job listing or role with this title, it would be best to refer to the specific job description or reach out to the company for clarification.

​

​

Front end promotion

​

Front end promotion is a marketing strategy that involves offering a low-priced or free product or service to attract new customers, who can then be sold more expensive or additional products or services later on. The front end promotion is also called a tripwire, a lead magnet, or a loss leader12. The goal of front end promotion is to increase the number of customers and their lifetime value to the business3. Some examples of front end promotion are:

 

A free book offer, where the customer only pays for shipping and handling, and then receives upsells or cross-sells for other products or services related to the book topic1.

A $1 trial offer, where the customer gets access to a product or service for a limited time or with limited features, and then is offered to upgrade to a full or premium version1.

A free consultation or assessment, where the customer gets valuable advice or feedback from an expert, and then is presented with a proposal or a package for further assistance.

​

Front end promotion can be a powerful way to grow a business, as long as the back end products or services deliver value and satisfy the customer’s needs and expectations.

 

​

Funnel

​

In copywriting, a funnel refers to the process of guiding potential customers through different stages from their first interaction with a brand to the point of making a purchase. This process is often referred to as the sales funnel and it typically includes the following stages:

 

Awareness stage: This is the initial stage where potential customers first become aware of a product or service. The type of copy used at this stage is informational, aiming to establish the brand as an expert in its niche.

 

Interest stage: At this stage, the potential customers have shown some interest in the product or service. The copy used here needs to be persuasive, aiming to generate excitement and interest in the product.

 

Desire stage: This is where the potential customers start to want the product or service. The copy at this stage aims to create a strong desire for the product or service.

 

Action stage: This is the final stage where the potential customers are motivated to make a purchase. The copy used at this stage is designed to motivate potential customers to take action.

 

Sales funnel copywriting is the art of writing the copy that guides potential customers through these stages. It involves writing compelling sales copy for all stages of the sales funnel, including advertisements, landing pages, email marketing campaigns, product descriptions, and more12. The goal is to seamlessly guide the visitor through the funnel, turning them into customers.

 

It’s important to note that the type of copy used can vary at each stage of the funnel, and it must be tailored to the specific goals of that stage. For example, the copy at the awareness stage might be more informational, while the copy at the interest stage might be more persuasive.

Here are some examples of sales funnel copywriting at different stages:

 

1. Awareness stage: This is where you establish yourself as an expert in your niche and provide information about what you offer to those who are new to it. Examples of copywriting at this stage include how-to guides, informative blog posts, industry news, infographics, listicles, etc..

2. Interest stage: At this stage, you’re trying to get potential customers excited and interested enough in your product so that they buy it from you instead of someone else. Examples of copywriting at this stage include social media posts, ads, and lead magnets.

3. Desire stage: This is where you create a strong desire for your product or service. Examples of copywriting at this stage include checklists, newsletters, white papers, eBooks, product demos, templates, free online courses, etc.

4. Action stage: This is the final stage where you motivate potential customers to take action. Examples of copywriting at this stage include email marketing campaigns, headings, product descriptions, sales pages, or advertisements2.

5. Retention stage: This is the stage where you aim to retain your customers and encourage repeat purchases. Examples of copywriting at this stage include email marketing and newsletters, mailers, SMS marketing campaign copy, feedback forms, and surveys.

​

Remember, the type of copy used can vary at each stage of the funnel, and it must be tailored to the specific goals of that stage.

 

​

Features

​

In copywriting, features refer to the specific details that make your product or service unique. They could be facts, statistics, or information about the product or service. Features are factual and help to appeal to logic, especially for customers who require logical reasons to make a purchase.

 

For example, if you’re selling a camera, a feature could be its high-definition megapixel resolution.

 

Here are some tips for writing features in copywriting:

 

List down all the features of your product or service.

Explain what each feature actually does.

Connect features to your customers’ goals and desires.

​

Remember, while features provide the ‘how’, they should be complemented with benefits that provide the 'why’. Both are important in persuasive copywriting.​