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Copywriting Terminology

Eugene Struthers 

30 November 2023 Re: Client Tags: Terminology

Copywriting terminology

 

Terminology refers to a widely accepted description used to define “the study of and field of activity concerned with the collection, description, processing and presentation of terms that is lexical items belonging to specialised areas of usage of one or more languages”.

It refers to activities associated with identifying and describing concept-term units in a specialised field.

A large proportion of documents we use today are written in a specialised language, which in part involves terminology. They are a choice of words specific to the type of industry to which they belong.

 

Terminology helps those in a particular field, fully understand specific topics and communicate more efficiently together, whilst increasing clarity and quality and reducing ambiguity.

It facilitates clear internal and external communication and can be used as a marketing tool to enhance brand awareness and reinforce a company’s image.

Terminology contributes to better product usability and provides legal certainty.

 

As copywriters, we spend our days deciphering and breaking down the jargon, phrases, lingo, vocabulary and acronyms that other businesses use. So we can create content that is easily found, understood, trusted and engaging for the general public. 

To save you time and clarify specific terms which I use. I have created a glossary of the most widely used Copywriting terminology when we work together. These are terms which are also widely used in the Copywriting industry today. 

 

 

A/B Split testing: A/B testing is a method for comparing two versions of an advertisement, webpage or app. It is a key component of CRO Conversion Rate optimisation which is a reliable and informative tool that your business can use to improve customer engagement and interaction with websites, emails, apps, blogs and other media.

 

An A/B split test is a great way to conduct a performance analysis of your site at the first point of contact. And it isn't restricted to a single type of marketing material at one time. To get more in-depth results. A multivariate test may be performed, to allow you to determine how your headline performs when combined with other elements, such as special promotions, call-to-action Newsletters or the main landing page etc.

 

It assists in determining which type of content is the most engaging for your customers, for them to stick around and check out the rest of your website.

 

To explain this further, let me give you an example.

 

Imagine you have been hired as a copywriter to create an email campaign. At the first point of contact, in their email box, all your customers will see is your subject line. This could mean the difference between prospective customers opening the email, reading it and then clicking further on your website. Or they may just click delete it or even worse block you as spam. Never to be seen or heard from ever again.

 

If you consider the time put into carefully crafting your heading as an investment. Running an A/B split test is a great way to ensure you are getting a return for your time and efforts. An effective headline can assist in converting more traffic into paying customers. Which will in turn increase the profits for the company you have been hired by.  

 

In practical terms, a copywriter would create two versions of the subject line to choose from. These being:

 

An Email marketing resource to inspire and inform your next campaign

 

B Planning a new campaign? Here are our favourite resources to inspire you.

 

In the A/B split test, working with a mail list of 20 prospective customers. As a copywriter, you send out A to one half and B to the other half.

The copywriter will then be able to make a calculated assessment of the results for each experience measured and collected in a dashboard and analysed through a statistical engine (Google Analytics). Eliminating any guesswork as the test results will show what resonates with your customers in an unbiased way. Allowing you to fine-tune your headline content in emails and even on social media.

 

As you are testing two variations of the same material at once. You are then able to measure how certain changes affect click-through rate, what type of content is causing prospective customers to bounce immediately away from your headline (high bounce rate/drop-off rate) and what is increasing your conversion rate.

 

Running an A/B split test allows marketers to learn which versions attract more clicks and they can subsequently conduct a study of what type of content and wording is the most engaging and will land them more quality visits from prospective customers. It helps define a clear hypothesis for future objectives - for conversion rate optimisation. Check out: the A/B testing blog.   

 

 

Above the fold: Derived from the past when newspapers were displayed in a newspaper stand, and space was limited. To grab the attention of passing customers. The newspapers would be folded in half, and the most important part put on display. To display the most important information first. To captivate and draw the maximum amount of attention from a passing customer. 

In more modern times, the customer now read their news online.

Above the fold refers to the top part of a web page that is visible without scrolling down.

This part must give off a great first impression. As you don’t want to lose visitors as soon as they arrive. Which increases your SEO bounce rate.

The section above the fold must satisfy several key objectives. These being:

The search criteria match the content – reassure visitors that they reached the right website.

It is clear and concise – displays the Brand name and logo, core message, images are fully displayed and content is meaningful and relevant. Has contact information and a visually appealing Call To Action.

Answer one key question your customers need answered.

Accessible and well designed – appeals straight away visually

Is so captivating that they feel the need to scroll further down the website to investigate what content is on offer.

It should entice them to explore the rest of the website, with specific SEO keywords which match their search criteria.

 

Active voice: The grammatical construction of a piece of copy whereby the Subject is always placed first then the Verb “action” and then the Object is always placed last. The subject is acting on the object. It tells us what the person/thing was doing to the object.

 

Active voice: Subject + Verb + Object

It is a normal direct formal “specific” way of conducting a conversation.

Example: The teacher Mrs Brown (Subject) always answers (verb) the students’ maths questions (object).

See Passive voice

 

Accuracy: The devil is in the details. Have you checked for typos, grammatical errors and spelling mistakes? Are you using the correct sentence syntax, vocabulary and language for your audience? Have you checked to verify that your source information is correct and that your facts and figures are accurate? Does the copy meet technical requirements (word/character count limits, templates, style guide, SEO) requirements? Is all the information truthful, are facts and figures supported by evidence and specific details, so your audience can trust you?

ACCA

Awareness Create awareness by highlighting the problem potential customers face.

Comprehension Help potential customers comprehend how the problem affects their lives.

Conviction Convince potential customers that the product or service is the right solution.

Action Motivate potential customers to take action and purchase the product or service.

 

AICPBSAWN

1. Attention – Biggest benefit, biggest problem you can

Solve, USP

2. Interest – Reason why they should be interested in

What you have to say

3. Credibility – Reason why they should believe you

4. Proof – Prove what you are claiming is true

5. Benefits – List them all

6. Scarcity – Create scarcity

7. Action – Tell them precisely what to do

8. Warn – What will happen if they don’t take action

9. Now – Motivate them to take action now

 

 

Audience

Authority Is there an appropriate use of technical or industry terms relevant to the intended audience? Are claims supported by evidence and specific details? Is the copy free from waffles, hyperbole, clichés and overly formal or technical language?

Advertisement: is a public communication that promotes a product, service, brand or event. A form of paid communication that is designed to inform or influence. They represent the most direct way to reach potential customers. And they can have an instant impact on your business in several ways:

Sales advertisement is the direct promotion of a specific product, service or deal Brand awareness: Make your target audience aware of your existence.

Apologies or correct: You can immediately react and state if something was misunderstood or interpreted. Brand reputation: A clear and concise core message can tell an audience what your brand stands for and how you work. Sharing your mission statement, philosophy, values and track record can assist in building a long-lasting reputation.

The main types of digital advertisements are:

Print advertising: Print ads see ink printed on paper. Newspapers, magazines, brochures, posters, flyers and direct mail are all examples of print advertising. Broadcast advertising: In the past, broadcast advertising was predominately done in analogue via radio or TV. These days advertising is done in more modern conventional methods via digital streaming.

Outdoor advertising: Treating the whole outside world as a means to advertise. This can be done via billboards, banners of storefronts, and bus stop adverts.

Product integration: A subtle form of advertising whereby products, services and brands are shown between movies, TV programs, Instagram, YouTube and other forms of media.

 

The 8 main types are:

 

Digital advertising

 

Display advertising: A term used to describe graphic-heavy ads that are displayed on internet websites, applications or social media. Often contains a catchy headline, body copy and a call to action with images or graphics with a built-in link which takes the customer directly to the main advertisement, website, social media page or other platforms. They are highly visual, which is ideal if you are running a marketing campaign and are looking for a perfect strategy to capture the attention of the passing general public. Examples: Video ads, interactive ads, animated ads, Lightbox ads, and interstitial ads.

 

Paid search PPC (pay-per-click) advertising: A type of digital marketing strategy that allows companies the option of paying search engines to place their advisements higher on relevant search engine result pages (SERPs). Which has the main purpose and goal of driving traffic to their site. They benefit the company as they deliver: Quick results Driving traffic to a website immediately. Whereas SEO can take some time before results can be seen. Paid search can use various platform formats to target an audience and potential customers. At the same time, increasing brand awareness and visibility immediately. Measurable Marketers can track conversions, rate of investment and other key performance indicators. Cost-effective is more cost-effective than print or television, as marketers only pay when a user clicks on their advertisement allowing them to have stronger control over the budget for their campaign. Branding Helps increase brand awareness, even if users don’t even click on the ad. They will have been exposed to it and they will remember it. Complements SEO:  It can be used as an extra tool to help supplement your SEO to help focus an increase in organic traffic as a long-term goal. Paid search can be used to drive traffic to a website immediately. Maintain reputation Paid search allows you to bid on keywords that match the company’s core values whilst pointing a customer directly to a landing page, allowing you to have an influence on the brand's overall perception by the customer. Increasing its exposure, credibility and brand narrative gives you the freedom to create ads relevant to your audience. Examples: Search ads, Smart ads, paid social ads, Google sponsored ads, Amazon ads, and Local service ads.

 

Mobile Advertising:  A developer can assist you in creating mobile ads that only appear and are specifically targeted at devices such as mobile phones or tablets. They can appear in search results or on mobile apps that sponsor ads. Ads can be made in text form, an image, a video, call only or an app / digital content format, banner ads, full screen or interstitial or an app promotions ad.

Mobile-specific ads should be considered in every major campaign, as most purchasing decisions are made on remote devices today. If you are not doing so, you will lose a large portion of the market. Mobile–specific ads should be used in conjunction with your marketing strategy and campaign.  

 

Retargeting/Remarketing advertising: This type of display advertising targets users who have previously interacted with your website or brand. By using cookies, retargeting can identify users who have visited your website before and it uses this to serve them with displayed advertisements for the brand they are interested in. This reignites the prospective customer’s interest and encourages them to return and consider making a purchase.

Studies have shown that users who have interacted with your brand before, have already demonstrated an interest in your product or service. And in all probability, they will more than likely be easier to convert into customers, than a user who has never heard of your product or service before. Retargeting is a key driver of advertising ROI for many online e-commerce businesses.

 

Video advertising: This type of advertising includes all forms of online advertising which includes video format content. They are usually quick and informative and displayed at the beginning or middle of video streaming content platforms like YouTube or Twitter.

As mobile video consumption continues to increase, video advertising is becoming a popular medium for advertisers to reach prospective customers with engaging content that can drive up sales.

Social media advertising: Social media advertising occurs when a business or digital marketer pays to promote their content on a social platform. The five most commonly used media platforms are Facebook, Twitter, LinkedIn, Instagram and Snapchat.

The major key to social media advertising is the real-time interaction the business or digital marketer can have with a prospective customer, as their content can be liked, shared and commented on. An audience member who views this content will amplify the social media advertisements reach, leading to increased brand awareness and sales, whilst driving low-cost engagement.

 

Native advertising: This is defined as any advertising that is designed to match the look and feel of the surrounding content. Native advertising can take on many forms. These include product placement, display ads on a website page that blend in with surrounding images, reviews in a video, or written advertisements that are presented within a piece of written content.

The main benefit of native advertising is that they appear more trustworthy as they blend in with the contents of a page. They appear as though a part of the original content, and are seamlessly assimilated by the user – which is less disruptive and has a lesser impact on their user experience. In most cases, the user may be unaware that they have just clicked on an advertisement when they engage with a native advertisement. As a direct result of this, native advertising frequently results in increased engagements and a higher CTR when compared with traditional advertisements.

 

Advertorial: An advertorial is an advertisement in a newspaper or magazine that is designed to look like a legitimate written article (appear like the original editorial content) whilst giving information rather than advertising a product. An advertorial is a paid advertisement that uses an editorial style to convey information. By using advertorials, marketers can raise brand awareness, convert leads, retarget existing customers and increase engagement. The general characteristics of most advertorials include:

The general characteristics of most advertorials include:

 

Sponsored content: The advertorial is a paid advertisement, not an independent editorial.

 

Promotional nature: The advertorial only presents information to help sell a product or service or build brand awareness.

 

Informative nature: Although an advertorial's main purpose is to present information to build a brand, it also contains useful and interesting information relevant to the reader.

 

A lack of hard-selling: Unlike traditional advertisements, advertorials don’t include a direct call to action like ‘call now’ or ‘visit our store’. It doesn’t tell the reader exactly what they should do after seeing the advertorial.

 

Disguised appearance: Most advertorials resemble regular editorial content, such that often readers don’t even realise that it is an advertisement.

 

A disclaimer: Most print and digital publications include a disclaimer somewhere in the advertorial to make it clear to readers that they are reading an advertisement and not regular editorial content.

AI writers: An AI writer is a robot or machine that relies on artificial intelligence to automatically generate written content. They can create written content for blogs, emails, websites, sales copies and even product descriptions in a fraction of the time it would take a human. They can generate content on any topic in a few seconds.

 

An AI writer's key features may include contextual Error, Grammar, and Spelling Checking, Tone and Style Checker, Plagiarism Checker, Tone Analysis Of Text, Detailed Writing Reports, Sentence and style Formatting, Implementing AIDA and PAS Copywriting Formula For Conversions, Creating Content In More Than 20 Languages, Create Content For Landing Pages, Blog Posts, Products & Ads, SEO Optimized Content, Meta descriptions, Built-In Templates For Landing Pages, Adds Videos, Titles, and Heading Automatically, Product descriptions, Blog Ideas, Titles, and Outlines, Add Links Automatically, Performs External Research, SEO Analytics.

 

A few of the best AI writing software are WrtieSonic, Article Forge, Rytr, Word AI, Copysmith (E-commerce), Papertype.ai, CloserCopy, Scalenut, Anyword, CopyAI, Outranking, LongShot AI, Typli.Ai.

This topic is covered in more detail in my main blog.

 

 

 

AIDA

A: Arouse curiosity. Make the potential customer aware of your product or service. Create captivating content that gets a prospective customer to stop and take notice. Grab your target's attention.

I keep your prospective customer interested by describing facts and figures of the main features and benefits of your product or service. Establish an emotional connection through a story case study or practical demonstration they can relate to. How the product or service fits in with their lifestyle.

D Eliminate any doubt they may have about your product or service by showing them how your product or service will solve their problem by fulfilling their ultimate desire. Highlight the benefits that can solve their problems. Special one-time offer; Limited time/price offer/reduction.

Tell the prospective customer what action you want them to take. How do they order? Where do they order? Where can they get more information about the product or service?

AIDCA

Attention: Grab your potential customer with a captivating focused headline.

I: Interest: arouse their curiosity by demonstrating facts, figures, features and benefits of the product or service

D: Highlight: the benefits and how they can solve their problems. Create urgency with a limited-time / price offer.

C Conviction: Use social proofs or testimonials to clarify why they need this product or service.

A: Action: Create a call to action So the customer knows how to order or obtain more information about the product or service.

 

AIDPPC:

Attention: Grab the attention of the reader with a strong headline or subject line, a bold value proposition, or your most exciting offer.

Interest: arouse the reader's curiosity by demonstrating facts, figures, features and benefits of the product or service

Description: Describe the problem and how your product or service can be the solution they have been looking for. Describe the product or service, how it works and how it can benefit the customers’ needs.

Persuasion: Provide additional persuasive copy that overcomes objections. You might want to compare your product or service to competitors, answer frequently asked questions, provide a case study, and give a practical customer user experience via a personal testimonial.

Proof: Proof is important to help establish credibility and demonstrate that customers can trust you. It can come in the form of a review, testimonials, company history, track record, demonstrations, endorsements, case studies etc.

Close: Create a call to action, so the customer knows how to order or obtain more information about the product or service.

 

Alt tags: Alt tags are added to images in HTML, to describe their content and context on the web page. The alt tag also appears within the image container when the media file can’t load or display properly.

 

Alt tags help people who use screen readers, such as those with visual impairments, understand the content on your website. What’s more, search engine bots use them to interpret your images when crawling, indexing, and ranking your site. 

 

Added within the image tag, a quality alt tag is a brief description that explains not only what the image presents, but its purpose on the page.

 

As they are used by both search engine crawlers and screen-reading tools, they are a critical component of web accessibility and Search Engine Optimization (SEO).

 

Anchor text: An Anchor text refers to the clickable words used to link one web page to another.

Example: In this sentence, the blue words are the anchor text.

The most common anchor text variations are: Exact match, Phrase match, partial match, branded match, naked URL (https://www.eugenestruthers.com/services-rates), random “Click here”, “More info”, “Subscribe” and “Download” etc. Whenever an image is linked, Google will use the text contained in the image’s alt attribute as the anchor text.

 

Anchor links: An anchor link directs you to a specific section or element on the same page. They have a unique identifier that tells the website how to operate and where to direct the page. They can be attached to an image, button, phrase or word. They help ease navigation, improve the UX user experience and link the same specific points on the same page.

 

Example: Whilst reading about Anchor links in this terminology blog, you find an anchor link for an explanation on UX: user experience. If you were to click on the anchor link, it would then take you straight to that point near the bottom of this page. Saving you from scrolling down to the point yourself.

 

 

Audience

 

As a copywriter, there can be multiple meanings to the word audience which can have different meanings depending on their use.

 

  • Prospects: a person or organisation that has the potential to be interested in the products or services that your company offers.

  • Clients: Individuals or an organisation that is already using your product or service.

  • Customers: An individual or organisation that you sell your products and services to.

  • Users: Individuals or organisations that currently use your products or services

  • Visitors: Individuals who have shown an interest in your product or service but have not committed to using it or buying from you yet.

The copy that I will produce for a client can be for two or more different audiences.

To reach the right audience and effectively communicate to them. We must know the right audience we are writing for. This will help determine how we talk to them, the type of language we should use, and the type of information that will be of great benefit to them.  

Awareness

The most commonly used definition and practical use of the different awareness levels. Is based primarily on Eugene Schwartz’s “Five Stages of Awareness”.

 

The different stages of awareness are based on the principle that your audience will be at different stages of awareness about your product or service. Some may be more aware than others. So they start their journey at different stages.

 

Stage                                                         Best approach                                                                                 

  1. Unaware      

                                                                                               

People who don’t know                                                       Stories, secrets

they have a problem                                                           with infotainment

 

 

  2. Problem aware                  

People who understand the                                                Pain points, and benefits of 

the problem but are unaware of                                          how to solve the problem

solution

           

  3. Solution aware                                                                                                                              

People who understand                                                      Intro the product

The solution but don't know                                                that offers the solution

you provide it.

 

  4. Product aware

 

People who know you are shell                                          Require proof that the product

The solution but aren’t sure it                                             works

The best one for them.

 

  5. Most aware

 

People who know your                                                        offers, promos

the solution is right for them,                                                     pricing

they just need to know the cost,

and if there are any deals, discounts

 

The five stages of awareness link in with the sales funnel.

 

  • : Your prospective customer becomes aware of your product or services via a TV, website Social media, or YouTube advertisement. It catches their eye.

 

  • : They then subscribe, follow or contact the company for more information. Do their research on the product or service you offer.

 

  • : Once they have enough information, they wonder if this would solve their problem. They evaluate the suitability of your product or service for them.

 

  • : They then consider whether it would be feasible to purchase your product or services, and does the price falls within their bracket range for their income level. Can they justify paying that amount for your product or service? Can they see the long-term potential? Perhaps they will purchase your product or service once they have saved enough money to purchase it outright.

 

  • :  This is where they will have to justify why they need your product or service. Could your product or service solve their problem? Or is there a better alternative?

 

  • : They have evaluated and firmly justified why they need your product and service. They decide to purchase your product or service. As they are 100% sure it will solve their problem.

 

  • : They renew their subscription to your product or services every year, and they follow everything you do, they purchase your product or service continuously. They become your brand ambassador, they share content with other users unsure about your product or service. They defend everything about your product. They write glowing testimonials about your brand. 

B2B Copywriting

 

B2B Copywriting: This stands for Business to Business. This type of copywriting is specific to businesses only. It is applied if your business has a customer which is also a business. It is important to differentiate between B2B and B2C copywriting as they both will require a different approach.

The marketing copywriting for a B2B tends to be less emotional, and the business customer tends to be more engaged with a longer sales cycle than the consumer B2C would be. They base their buying decisions on more logical factors such as Cost, Impact on productivity, Impact on profit, saving time, competitive edge, reputation, and trust. And the copy needs to satisfy the requirements of perhaps a whole department rather than just an individual. In most cases, this may involve the decision-makers within the management team within a company. It will involve providing evidence of credibility, expertise, and reliability, such as testimonials, case studies, statistics, or awards. B2B copywriting is directed at individuals who exercise their buying power on behalf of a company. They are shopping for things that the business needs, and while they’re likely to lean toward logic in their purchasing decision-making, there should also be an emotive element in any copywriting aimed at them.

There are 9 types of B2B copywriting: Whitepapers, EBooks, Brand storytelling, Technical writing, Ghost writing, UX writing, Social Media posts, Landing and Sales Pages, and Blog Posts.

Example: Copywriting content for new accounting software for a medical company. The software will initially be targeted towards the finance department as they deal with inputting and extracting financial data, and reports. However; it could also involve the procurement department for raising requisitions and dealing with Purchase orders, the Human resources department for payroll and pension calculations, and the sales and marketing team to analyze statistics, costs, and KPI data. The management team will need the software to provide them with information on the financial position of the business at any given time. The B2B copy should be multi-targeted to satisfy the needs of all of these different departments for this type of business. 

Backlinks, also known as “inbound” or “incoming links,” are links from one website to a page on another. They are crucial in SEO (Search Engine Optimization) as they act like votes of confidence, signifying a page’s relevance and authority. Pages with more quality backlinks often rank higher in search engines1.

 

Backlinks are votes from other websites. Each of these votes tells search engines: “This content is valuable, credible and useful”. So the more of these “votes” you have, the higher your site will rank in Google and other search engines.

 

Not all backlinks are created equal. In other words, if you want to rank higher in the SERPs, focus on quality backlinks. A single-quality backlink can be more powerful than 1,000 low-quality backlinks. High-quality backlinks tend to share the same key traits:

 

They Come From Trusted, Authoritative Websites

They Include Your Target Keyword in The Link’s Anchor Text

For example, a link from a trusted, authoritative website like Harvard or TechCrunch would be considered a high-quality backlink. These links are hard to get, but they’re worth it.

 

In terms of anchor text, you want your links to have anchor text that includes your target keyword. However, you don’t want to go overboard with keyword-rich anchor text. Google has a filter in their algorithm called “Google Penguin”. Google Penguin filters out websites that use black hat link-building strategies. And it specifically focuses on sites that build backlinks with exact-match anchor text.

 

Here are some effective strategies to get more backlinks:

1. Create Link-Worthy Content: High-quality, unique content tends to attract backlinks naturally over time.

2. Publish Comprehensive Guides: Detailed guides on specific topics are a great way to attract backlinks.

3. Use Infographics: Infographics are highly shareable and can help you earn backlinks.

4. Write Testimonials: Writing testimonials for products or services you've used can often result in a backlink.

5. Build Links through Listicles: Creating list-based content can attract backlinks.

6. Do Link Gap Analysis: Find out who's linking to your competitors but not to you, and reach out to them.

7. Start Guest Blogging: Guest posts on other blogs can include backlinks to your site.

8. Find Broken Links: If you find a broken link on another site, you can suggest one of your pages as a replacement.

9. Reclaim Unlinked Mentions: If your brand is mentioned online without a link, reach out and ask for one.

10. Get Contextual Links: These are links within the body of content and are considered high-quality.

11. Get "Best X" List Mentions: If you have a product or service, getting it included in "best of" lists can result in backlinks.

12. Become a Source for Other Publishers: If you're an expert in your field, other publishers might link to you as a source.

 

Remember, not all backlinks are created equal. Backlinks from authoritative, relevant sites are the most valuable. Also, be sure to follow ethical, "white hat" SEO practices when building backlinks to avoid penalties.

To identify the quality of backlinks, you need to consider several factors:

 

Relevance: Check the relevance of the linking site and its content to your site and topic.

Authority: Check the authority of the linking site and the linking root domain using SEO tools or metrics.

Link Placement: Check the placement of the link on the page and whether it is do follow or no follow.

Anchor Text: Check the naturalness and optimization of the anchor text (the text that contains the hyperlink).

Social Share Magnitude: Check the social share magnitude of the backlinks to measure their popularity.

You can use tools like Ahrefs’ Backlink Checker to get a complete breakdown of the target’s backlink profile. This tool shows you the most complete backlink profile for any website. It provides information such as the number of referring domains, number of backlinks, Domain Rating (DR), and Ahrefs Rank (AR).

Backlink checker: Free Backlink Checker by Ahrefs: Check Backlinks to Any Site

Remember, high-quality backlinks tend to come from trusted, authoritative websites. They include your target keyword in the link’s anchor text. However, you don’t want to go overboard with keyword-rich anchor text. Google has a filter in their algorithm called “Google Penguin”. Google Penguin filters out websites that use black hat link-building strategies. It specifically focuses on sites that build backlinks with exact-match anchor text.

Backlinks, also known as “inbound” or “incoming links,” are links from one website to a page on another. They are crucial in SEO (Search Engine Optimization) as they act like votes of confidence, signifying a page’s relevance and authority. Pages with more quality backlinks often rank higher in search engines1.

 

Backlinks are votes from other websites. Each of these votes tells search engines: “This content is valuable, credible and useful”. So the more of these “votes” you have, the higher your site will rank in Google and other search engines.

 

Not all backlinks are created equal. In other words, if you want to rank higher in the SERPs, focus on quality backlinks. A single-quality backlink can be more powerful than 1,000 low-quality backlinks. High-quality backlinks tend to share the same key traits:

 

They Come From Trusted, Authoritative Websites

They Include Your Target Keyword in The Link’s Anchor Text

For example, a link from a trusted, authoritative website like Harvard or TechCrunch would be considered a high-quality backlink. These links are hard to get, but they’re worth it.

 

In terms of anchor text, you want your links to have anchor text that includes your target keyword. However, you don’t want to go overboard with keyword-rich anchor text. Google has a filter in their algorithm called “Google Penguin”. Google Penguin filters out websites that use black hat link-building strategies. It specifically focuses on sites that build backlinks with exact-match anchor text.

 

Here are some effective strategies to get more backlinks:

1. Create Link-Worthy Content: High-quality, unique content tends to attract backlinks naturally over time.

2. Publish Comprehensive Guides: Detailed guides on specific topics are a great way to attract backlinks.

3. Use Infographics: Infographics are highly shareable and can help you earn backlinks.

4. Write Testimonials: Writing testimonials for products or services you've used can often result in a backlink.

5. Build Links through Listicles: Creating list-based content can attract backlinks.

6. Do Link Gap Analysis: Find out who's linking to your competitors but not to you, and reach out to them.

7. Start Guest Blogging: Guest posts on other blogs can include backlinks to your site.

8. Find Broken Links: If you find a broken link on another site, you can suggest one of your pages as a replacement.

9. Reclaim Unlinked Mentions: If your brand is mentioned online without a link, reach out and ask for one.

10. Get Contextual Links: These are links within the body of content and are considered high-quality.

11. Get "Best X" List Mentions: If you have a product or service, getting it included in "best of" lists can result in backlinks.

12. Become a Source for Other Publishers: If you're an expert in your field, other publishers might link to you as a source.

 

Remember, not all backlinks are created equal. Backlinks from authoritative, relevant sites are the most valuable. Also, be sure to follow ethical, "white hat" SEO practices when building backlinks to avoid penalties.

To identify the quality of backlinks, you need to consider several factors:

 

Relevance: Check the relevance of the linking site and its content to your site and topic.

Authority: Check the authority of the linking site and the linking root domain using SEO tools or metrics.

Link Placement: Check the placement of the link on the page and whether it is a do follow or no follow.

Anchor Text: Check the naturalness and optimization of the anchor text (the text that contains the hyperlink).

Social Share Magnitude: Check the social share magnitude of the backlinks to measure their popularity.

You can use tools like Ahrefs’ Backlink Checker to get a complete breakdown of the target’s backlink profile. This tool shows you the most complete backlink profile for any website. It provides information such as the number of referring domains, number of backlinks, Domain Rating (DR), and Ahrefs Rank (AR).

Backlink checker: Free Backlink Checker by Ahrefs: Check Backlinks to Any Site

Remember, high-quality backlinks tend to come from trusted, authoritative websites. They include your target keyword in the link’s anchor text. However, you don’t want to go overboard with keyword-rich anchor text. Google has a filter in their algorithm called “Google Penguin”. Google Penguin filters out websites that use black hat link-building strategies. And it specifically focuses on sites that build backlinks with exact-match anchor text.

Banner advertising, also known as display advertising, is a type of digital advertising that involves placing a designed ad on another websiteThe ad is usually in the shape of a banner, a long rectangle, either horizontal or verticalBanner ads are typically positioned at the top, bottom, or along the side of a website, next to the main content.

 

These ads can be static or dynamic and are strategically placed to capture consumers’ attentionThe goal of banner advertising is to promote a brand and encourage viewers to visit the brand’s website

 

This can help build brand awareness, generate more clicks, and drive traffic to the brand’s website.

 

Banner ads work by linking back to the advertiser’s siteWhen a user clicks on the ad, they are directed to the advertiser’s website where they are expected toactn, such as purchasing a product, creating an account, or signing up for an event.

 

The effectiveness of a banner ad is often measured by its click-through rate (CTR), which is the number of clicks an ad receives divided by the number of times the ad was displayedTherefore, the higher the CTR of a banner ad, the more effective that ad may be.

 

Benefit

In copywriting, features and benefits play a crucial role. Here’s what they mean:

 

 

  • Benefits: On the other hand, benefits show the advantages of these features. They explain how the features will benefit your customers. For instance, how these features make them more productive or how these features make their lives easier.

 

Benefits focus on the customers hence they’re more personal and persuasive. They also appeal to emotion which is important if most of your customers make emotional buying decisions.

 

Many people argue that we buy on emotion and justify with logic. Due to this, there is a strong belief that benefits are more important than features when crafting copy. However, both are important and you need both features and benefits to persuade customers to buyBenefits trigger customers’ impulse to buy while features justify the purchase.

 

For example, if you’re selling a camera, a feature could be its high-definition megapixel resolution. The corresponding benefit could be the ability to capture precious moments in stunning detail.

 

In summary, effective copywriting involves a balance of highlighting both the features and benefits of a product or service1.

Black hat SEO

Black Hat SEO refers to a set of practices that are used to increase a site or page’s rank in search engines through means that violate the search engine’s terms of service. The term “black hat” originated in Western movies to distinguish the “bad guys” from the “good guys,” who wore white hats.

Black Hat SEO is most commonly defined as a disapproved practice that could increase a page’s ranking in a search engine result page (SERP). These practices are against the search engine’s terms of service and can result in the site being banned from the search engine and affiliate sites.

Here are some recognized Black Hat SEO tactics:

  • Content Automation

  • Doorway Pages

  • Hidden Text or Links

  • Keyword Stuffing

  • Reporting a Competitor (or Negative SEO)

  • Sneaky Redirects

  • Cloaking

  • Link Schemes

  • Guest Posting Networks

  • Link Manipulation (including buying links)

  • Article Spinning

  • Link Farms, Link Wheels or Link Networks

  • Rich Snippet Markup Spam

  • Automated Queries to Google

  • Creating pages, subdomains, or domains with duplicate content

  • Pages with malicious behaviour, such as phishing, viruses, Trojans, and other malware

It’s crucial to realize that implementing Black Hat SEO tactics and strategies can get your site banned from search engines, excluding you from the number one traffic referral source on the Internet. All SEOs need a proper understanding of Black Hat SEO and its consequences.

 

Blog

A blog is a type of regularly updated website or web page that provides insight into a certain topic1. The term “blog” is a combined version of the words “web” and "log"1. At their inception, blogs were simply an online diary where people could keep a logoft their daily lives on the web1. They have since evolved into an essential forum for individuals and businesses alike to share information and updates1.

A blog post is an individual web page on your website that dives into a particular sub-topic of your blog2. For instance, if you start a fashion blog on your retail website, one blog post might be titled, “The Best Fall Shoes for 2023”2.

The only real difference between a blog and other types ofwebsitese is that blogs are updatedregularlys with new content, which is displayed in reverse chronological order (new blog posts first). Typical websites are static in nature where content is organized in pages, and they are not updated frequently.

Blog content is often referred to as entries or “blog posts”. Blogs are typically run by an individual or a small group of people to present information in a conversationalstyle3. However, now tons of corporate blogs produce a lot of informational and thought-leadership style content3.

A blog is a type of website that consists of posts or articles that are often written in an informal or personal style. Blogs can cover a variety of topics, such as news, opinions, hobbies, education, entertainment, etc. Blogs are usually updated regularly and allow readers to comment on the posts or interact with the author. Some blogs are created by individuals, while others are run by businesses or organizations.

The word blog is a shortened form of weblog, which means a web-based log or diary. The first blog was created by Jorn Barger in 1997, and he called it Robot Wisdom1. Since then, blogging has become a popular and influential form of online communication, with millions of blogs on the internet today.

There are different types of blogs, depending on the purpose, content, and style of the blog. Some common types of blogs are:

  • Personal blogs: These are blogs that focus on the personal experiences, opinions, or interests of the author. They can be about anything that the author wants to share, such as travel, family, hobbies, etc. Personal blogs are often used as a way of self-expression, reflection, or connection with others.

  • Business blogs: These are blogs that are created by businesses or organizations to promote their products, services, or brand. They can also provide useful information, tips, or insights related to their industry or niche. Business blogs are often used as a way of marketing, customer service, or thought leadership.

  • Niche blogs: These are blogs that focus on a specific topic or audience. They can be about anything that the author is passionate or knowledgeable about, such as sports, fashion, music, health, etc. Niche blogs are often used as a way of sharing expertise, providing value, or building a community.

  • News blogs: These are blogs that provide news or commentary on current events, politics, culture, or other issues. They can be written by journalists, experts, or ordinary citizens. News blogs are often used as a way of informing, educating, or influencing the public.

  • Educational blogs: These are blogs that provide educational content, such as tutorials, lessons, courses, or resources. They can be about any subject or skill that the author wants to teach or learn, such as languages, math, science, art, etc. Educational blogs are often used as a way of learning, teaching, or sharing knowledge.

Blogs can have many benefits for both the authors and the readers. Some of the benefits of blogging are:

  • It can improve your writing and communication skills, as you practice expressing your thoughts and ideas clearly and effectively.

  • It can boost your creativity and imagination, as you come up with new and original content for your blog.

  • It can increase your knowledge and expertise, as you research and learn more about your blog topic.

  • It can enhance your reputation and credibility, as you establish yourself as an authority or a leader in your field or niche.

  • It can expand your network and reach, as you connect with other bloggers and readers who share your interests or goals.

  • It can generate income and opportunities, as you monetize your blog or use it as a portfolio or a resume.

If you are interested in starting your blog, you will need to choose a topic, a platform, a domain name, and a design for your blog. You will also need to create and publish quality content, promote your blog, and engage with your audience.

Blog articles A blog is a type of website that provides insight into a certain topic, usually updated regularly with new posts. Blog articles are individual pieces of writing that are posted on the blog. They can be informative, personal, or creative, depending on the purpose and tone of the blog. Blog articles can also include multimedia elements such as images, videos, or audio. Some examples of blog articles are:

Blog articles can be a great way to share your knowledge, passion, or experience with others, as well as to promote your brand, product, or service. If you want to start your blog, you can use a platform like Wix or WordPress to create and customize your website. You can also learn how to write engaging blog articles that attract and retain your audience.

The objectives of a blog article are to create engaging and informative content that attracts and educates your target audience, improves your website’s SEO, and establishes your brand as a thought leader in your industry. Some of the common objectives of a blog article are:

  • To create a more engaging website for your brand.

  • To teach consumers about topics that are relevant to your field.

  • To get more website traffic from search engines.

  • To keep content fresh and give continual opportunities to write articles surrounding key search terms.

  • To generate leads for products or services.

  • To create a community to express your ideas.

  • To establish yourself as an authority.

  • To help people.

  • To develop new customer relationships and deepen existing ones.

These objectives can help you achieve your ultimate goal of growing your business and increasing your revenue through your blog.

The purpose of blog articles can be multifaceted and often depends on the goals of the author or organization. Here are some common purposes:

  1. Educate the Audience: Blogs can be used to provide information and educate readers about specific topics.

  2. Increase Website Traffic: By creating engaging content, blogs can attract more visitors to a website.

  3. Improve SEO: Regularly updated blogs with relevant keywords can help improve a website’s search engine rankings. Attracting more visitors to your website – brand.

  4. Establish Authority: By sharing expertise and knowledge, blogs can help establish the author or organization as an authority in their field.

  5. Build interest trust and credibility in your brand.

  6. Promote Products or Services: Blogs can be used to promote an organization’s products or services, providing detailed information on new features and benefits.

  7. Engage with Customers: Blogs offer a platform for organizations to engage with customers, answer their questions, get feedback, sign up for a newsletter etc.

  8. Build a Community: By encouraging comments and discussions, blogs can help build a community around a brand or cause.

Remember, the key to a successful blog is to provide valuable, high-quality content that meets the needs and interests of your target audience.

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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 in order 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 efforts12It involves sending promotional messages or newsletters to a list of subscribers via email3The 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 purchases4It 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 sales12It’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 funnel4.

The first marketing email was sent in 1978, resulting in $13 million in sales3Since 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%1. 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.com3 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 schedule1. 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 strategies1.

 

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 operate1.

 

There are two main types of email sequences: trigger-based and time-based2.

 

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 product2.

 

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 subscribing2.

 

Email sequences are often confused with drip campaigns, but they are not exactly the same thing1. 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 significantly 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 brand1. 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 endorsements2. They can help attract the reader’s attention, hold their interest, and spark or tap into a desire or need2.

 

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 rate2.

 

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 logo1.

 

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 message213.

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 buy1. 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 advertisements2.

 

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 skills34.

 

Remember, the key to getting effective endorsements is authenticity and relevance to your target audience1342. 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 brand1. 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 endorsements2. 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 rate2.

 

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 logo1.

 

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 clients1.

 

E-Newsletters typically contain a variety of topic-specific content, such as news, blog articles, informative videos, and advertisements1. They may also contain promotional items like discounts that the subscriber can use to purchase products or services1.

 

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 loyalty1. However, E-newsletters can be viewed as spamming if email marketing is sent unsolicited2

======================

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/month1.

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/month1.

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 emails1.

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/month2.

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 power 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 more1. They play a crucial role in attracting the reader’s attention, holding their interest, and sparking or tapping into a desire or need2. Effective excerpts can have a dramatic impact on lead generation for your business2.

What is Excerpts in copywriting

Writing an effective excerpt involves several key steps:

Be Descriptive: Your excerpt should explain the key points of your content1. It should provide a clear and concise summary that gives the reader a good idea of what the full content is about1.

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 all2.

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 readers1.

Be Creative: Even if your topic is considered boring, great copywriters find ways to be creative and engaging within the confines of their industry2.

Avoid Grammatical Errors: Make sure your excerpt is free from grammatical errors. This not only improves readability but also enhances your credibility1.

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 chunks2.

Remember, the goal of an excerpt is to attract the reader’s attention, hold their interest, and spark or tap into a desire or need3.

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 1.

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 123. This technique is used to keep the reader engaged and interested in the content of the promotion 1.

 

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 inappropriately12.

 

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, etc2. 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, 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 are2345:

 

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 12. 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 1. Freelance copywriters are the creative masterminds behind a catchy slogan, a compelling email, an insightful blog post, a sales letter, and persuasive web copy 2.

 

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 3, Upwork 4, and Freelancer 5.

 

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 writing1.

Persuasive Writing: The ability to convince readers to take a specific action1.

SEO Writing: Writing content that is optimized for search engines1.

Web Content Writing: Creating content for websites, including articles, blog posts, and product descriptions1.

Blog Writing: Creating interesting and informative blog posts1.

Ghostwriting: Writing content for another person or company1.

Editing and Proofreading: Ensuring that the content is grammatically correct and logically flowing1.

Researching: Conducting research to gather information for writing1.

Idea Generation: Coming up with creative ideas for content1.

Creativity: The ability to produce fresh, innovative content1.

Technical skills: Understanding of web page creation, online research, and software such as content management systems2.

Communication skills: Strong verbal communication skills for collaborating with clients and colleagues2.

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 action12.

 

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 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 assistance2.

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 niche1.

 

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 product1.

 

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 service1.

 

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 action1.

 

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 customers2.

 

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 stage1. For example, the copy at the awareness stage might be more informational, while the copy at the interest stage might be more persuasive1.

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, etc1.

  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 magnets2.

  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, etc1.

  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 surveys3.

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 stage4

 

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 service1. 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.

Ghost writing

Golden thread

Guarantee

Google analytics

Google business

Google search console

Grey hat SEO

H1 tags

Hashtags

Headings tags

Header

Headline

Hooks

HTML

Hyperlink

Ideal client

Inbound link

Inbound marketing

Information marketing

Indoctrination

Johnson Box

Keyword/phrases

Keyword density

Keyword performance

Keyword relevance

Kicker

Landing page

Lead generation

Lead magnet

Limited time offer

Long copy

Long tail keywords

Market segment

Marketing piece

Meta descriptions/meta tags

Mind mapping

Monthly searches

Newsletter

Opt-in

Opt-out

Outbound link

Outbound marketing

Ps (The four): Product, Price, Place and promotion

Packaging

Page titles / title tags

Pain points

 

 

 

Passive voice The grammatical construction of a piece of copy whereby the Object is always placed first and the Verb “action is being placed upon” a subject which is always placed last. The subject is being acted upon,

It is indirect informal way “non-specific / vague” way of conduction a conversation. If we didn’t have all the information but still need to write the copy. 

 

Passive voice: Object + Verb + Subject

Example: The maths students questions (Object) are answered (verb) by their teacher (subject). (If don’t know what the maths teachers’ name is).

An article about how maths helps students. Knowing the teachers’ name isn’t important.

See Active voice

Persuasive sales page

Premium

Promise

Proofreading

Prospects

Pop up adverts

Positioning

PR

Prospects

PS

Press release

Proof

Promotional technique

Promotional mix

Qualified lead

Query

Quest  https://copyhackers.com/2015/10/copywriting-formula/

 

Understand where they’re at (show them this understanding)

 

Educate them on a better way

Stimulate them so they want that better way

Transition them from where they are to your customer

Qualify the prospect

Questions

Readability

Research

Retention rate

Return on investment (ROI)

Sales or marketing funnel

Sales leads

Sales letter / page

Search intent

SEO

SEO Copywring

Search engine spider (web crawler)

SERP search engine results page

slug

Sentence length

Script

Segment

Social proof

Squeeze page

Squeeze page

Strategies (see list below)

Strapline/tagline

Subheads

Subject line

Swipe file

Tagline

Target market

Teaser

Testimonials

Trademark

Tripwire

Testing

Title tag

 

Tone deaf messaging

Twitter

Uniform resource locator

USP Unique selling proposition

URL Uniform resource locator

Upselling

UX: user experience

Value proposition

Video sales letter

Voice of customer

Waffle

Web copywriter

White hat SEO

White paper

Writer block

 

 

Sure, here are some examples of copywriting strategies:

  1. Grammatical Accuracy: Ensuring your copy is grammatically correct builds credibility with your audience1.

  2. Pick a Tone: The tone of your copy should match your brand and resonate with your audience1.

  3. A Gripping Headline: The headline is often the first thing people see, so it needs to be compelling1.

  4. Emotionally Compelling Content: Content that evokes emotion can be very engaging1.

  5. Social Proof: Including testimonials or reviews can build trust with your audience1.

  6. Strong Call to Action (CTA): A clear and compelling CTA can drive conversions1.

  7. Create a Sense of Urgency: This can motivate your audience to take action immediately1.

  8. Brevity: Keeping your copy concise can make it more digestible and impactful1.

  9. Avoid Passive Voice: Using active voice can make your copy more direct and powerful1.

  10. Use Shorter Sentences to Increase Readability: Shorter sentences are easier to read and can keep your audience engaged1.

  11. Ask Questions: This can engage your audience and encourage them to think about your message1.

  12. Features versus Benefits: Highlighting the benefits of your product or service can be more persuasive than simply listing features1.

  13. Employ Storytelling: Stories can be engaging and memorable, helping your message to stick1.

  14. Sound Like an Expert: Demonstrating your expertise can build trust with your audience1.

  15. Use Urgency: Creating a sense of urgency can motivate your audience to take action1.

  16. Buy with Emotion, Justify with Logic: Appealing to your audience’s emotions can be powerful, but it’s also important to provide logical reasons to justify their purchase1.

  17. Offer Exclusivity: Offering something exclusive can make your audience feel special and valued1.

  18. Use Honesty: Being transparent and honest can build trust with your audience1.

  19. Include Calls to Action: Directing your audience towards a specific action can increase conversions1.

These strategies can be used individually or in combination to create effective copy that resonates with your audience and drives conversions1.

 

Copywriting is the art of writing persuasive and engaging words that drive sales and action from customers. It is an essential component of marketing and advertising. Here are some benefits of copywriting:

  1. Builds strong relationships with your audience: Copywriting helps you connect with your audience by creating a unique voice and tone for your brand. This voice and tone can help you build trust and credibility with your customers.

  2. Makes you superior to your competition: Good copywriting can help you stand out from your competitors by highlighting your unique selling points and value proposition.

  3. Makes you loads of money: Effective copywriting can drive sales and increase revenue for your business.

  4. Cuts through the noise to gain the right attention: With so much content available online, it’s essential to create copy that stands out and grabs the reader’s attention.

  5. Breathes life into your brand and showcases its value proposition: Copywriting can help you showcase the unique benefits of your products or services and communicate your brand’s value proposition.

  6. Provides measurable results: Copywriting can be measured in terms of engagement, click-through rates, and conversions, making it easier to track the effectiveness of your marketing campaigns.

  7. Makes you unique and powerful: Copywriting can help you differentiate your brand from others in your industry and establish yourself as a thought leader.

  8. Adapts to the modern world and SEO best practices: Copywriting can help you optimize your content for search engines and improve your online visibility.

These are just a few of the many benefits of copywriting. Effective copywriting can help you achieve your marketing goals and grow your business.

Copywriting is the art of writing persuasive and engaging words that drive sales and action from customers1. Here are some benefits of copywriting:

  1. Builds strong relationships with your audience: Good copywriting can help you connect with your audience on a deeper level, fostering trust and loyalty1.

  2. Makes you superior to your competition: Effective copywriting can set you apart from your competitors, highlighting your unique selling points1.

  3. Increases revenue: By persuading customers to take action, good copywriting can directly lead to increased sales1.

  4. Gains the right attention: In a world full of noise, good copywriting can help your message stand out and reach the right people1.

  5. Enhances your brand: Copywriting can breathe life into your brand, showcasing its value proposition and making it more appealing to customers1.

  6. Provides measurable results: The success of copywriting can be measured in terms of increased engagement, time spent on pages, reach, reduced drop-off, and increased conversions and sales2.

  7. Adapts to the modern world and SEO best practices: Good copywriting is flexible and can be adapted to suit different platforms and audiences. It also takes into account SEO best practices to help improve your website’s visibility on search engines1.

  8. Saves time: Professional copywriters can produce quality content quickly, saving you time3.

  9. Eradicates mistakes and errors: Professional copywriters can ensure your copy is free from errors, enhancing its professionalism3.

  10. Produces a convincing copy: Good copywriting can persuade your audience to take the desired action3.

  11. Gives a fresh perspective: A professional copywriter can bring a fresh perspective to your content, making it more interesting and engaging3.

  1. Enables hassle-free optimization + alignment: Professional copywriters can ensure your copy is optimized for your audience and aligned with your brand’s voice and message3.

In copywriting, features and benefits play a crucial role. Here’s what they mean:

Many people argue that we buy on emotion and justify with logic. Due to this, there is a strong belief that benefits are more important than features when crafting copy. However, both are important and you need both features and benefits to persuade customers to buy1Benefits trigger customers’ impulse to buy while features justify the purchase1.

For example, if you’re selling a camera, a feature could be its high-definition megapixel resolution. The corresponding benefit could be the ability to capture precious moments in stunning detail1.

In summary, effective copywriting involves a balance of highlighting both the features and benefits of a product or service1.

 

include

Direct response copywriting is a type of content marketing that focuses on creating copy to inspire a user to complete an action and convert. This action can vary across industries, such as purchasing an item, downloading a paper, subscribing to a newsletter, or signing up for a free trial. The goal of direct response copy is to encourage a user to take action right after reading your content — in other words, to get a direct response from them. Direct response copywriting is all about inspiring consumers to action the moment they’re done reading your copy. As a result, successful direct response content creators are highly valued (and well-paid) professionals since they’re able to generate significant return on investment (ROI) for organizations. They accomplish this aim by combining a deep understanding of target markets with substantial writing skills to create copy that evokes emotional or logical responses from readers. While your specific aim may vary, direct response copywriting typically focuses on actions such as purchasing an item or service, signing up for email newsletters or product updates, or downloading free resources such as e-guides or whitepapers. Metrics are critical to ensure direct copywriting is having the desired effect. These may include total sales volumes, new email list sign-ups, the number of times resources are downloaded, or the uptick in total followers on social sites like Facebook, Instagram, or Twitter. When it comes to creating direct response copywriting, businesses have two options: in-house or outsourced. While in-house content creation may offer up-front cost savings, the highly targeted nature of direct deliverables comes with a steep learning curve — initial efforts may not have the intended effect if they’re too generalized or fail to strike the right balance between authority and accessibility. Alternatively, while best-of-breed direct response copywriting services aren’t cheap, they can often deliver ROI between 5X and 10X their initial cost.

Vintage black medium format camera with a flash, a black hat with a white press card in the front with a notepad and pen
Clip art image of a newspaper with the main title News written in black as a header.
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Mobile: (+44) 07733117207
Email: EugeneStruthers@EugeneStruthers.com
England, United Kingdom
 
Qualified & Accredited
Journalist, Proofreader and editor, Copywriter, Web editor,
SEO, Digital and Social media Marketing
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