Transcripts
1. Introduction & Course Outline: Hello, and welcome to my copyrights. A must costs. Thank you so much for joining me asap. And I'm a professional copywriter and marketing specialists. And I'll be leading you through the course. I have a question for you. When it comes to writing copy, Do you often struggle to find the right words? Or do you have the opposite problem and find yourself rambling on and on forever. You know, you've got to be persuasive to get those clicks and to get people to pay attention and hopefully say yes to what you have to offer. But how do you write about you and your business without sounding salesy or even worse, sleazy. While this course has the answer to all of those concerns. And more. This course is for you if you want to promote and enhance your own website. But you don't want the additional cost of paying a copywriter. I want this course to be as if it was just me and you in a private consultancy meeting where I completely overhaul your existing copy and show you how to make it fresh. But first, if you're wondering whether you really need this skill, here's a question for you. Have you ever read a few sentences of a website and found yourself making a purchase before you even realize what you're doing. And I've done it, we've all been there. And that is the power of good copy. And if you saw, you could succeed without it. Well, thank you again. Attracting more of your ideal customers can often just be a matter of changing a few key words about me. I'm an obstacle university graduates and I studied English language from my undergraduate degree. I have many years experience working in marketing. I have worked in marketing roles and were in copy for companies such as the BBC, as well as for personal clients and small businesses. I also ran my own successful blog for a number of years. With all my experience copywriting, I know what works. I'll show you the strategies that I have used that brought me customers and clients. Every single word of copy on your website and the sales page to the product description. Even the tiny micro copy on the little buttons on your website are all an opportunity for sales and customer satisfaction. If you craft your copy, right, you are moments away from transforming your website into copywriting perfection, and a sales converting machine. Your website is the single most an important part of bringing in business. It's where you showcase who you are and what you do. It's your online business card and your sales pitch all in one. And your website should be working 24-7 to convert leads into sales. Unfortunately, many people don't know how to write copy for their website that is going to convert first-time visitors into lifelong customers. Here's a quick summary of what you're in to bring home from this course will look at writing copy for your website and how you can get your website visitors to convert to clients. You're going to learn the key to a high converting homepage for your website. You'll be given step-by-step examples. So you'll be able to create your own original copy for your homepage that will be irresistible to your potential customers and there'll be unable to click away. I'll walk you through how to write copy for every single section of your website, including the About page, the all-important sales page, and even how to optimize your little buttons everyone forgets about and make them a call to action. What's more asha you strategies that you can use in your e-mail marketing and social media to direct traffic to your now amazingly well-written website. You will learn the insight of techniques and tips from professional writers. I'll give you my inner disposable secret stash of online tools that I use for copy writing every single day. Plus you'll discover the single most important question that you need to ask and answer before you write another piece of copy. Along the way, I'll give you tons of examples and exercises so you can put what you're learning into practice right away. So without further ado, let's get stuck in, I will see you in the Netflix.
2. Class Project - How To Get The Most Out Of This Course: Before we get started, this is a quick guide about how to get the most out of this course. The first thing I want you to do is post in the discussion section of this course, which she will find here. And how many were the primary place that you rewriting sizzling coffee for with the help of this course. You can also post a link to it if you want me to check it out. My teaching style is concise and to the point, there's also a lot to learn and a huge number of lectures to get three, you can take it at your own pace, pause the video wherever you need to take notes, and you can even slow down if you want to take things slower. If you miss something, you can use this button to skip back by 15 seconds. As we go along. There will be the class projects that you can choose to complete. The goal for this project is to rewrite just one paragraph from your website with the tools and techniques you have learned from this course. Or if you haven't yet published your website writer paragraph that will be part of your website when it launches. You will learn many different techniques as you go along through the course. But what I want to emphasize is that this project is a work in progress. It does not need to be a complete, finished piece of perfect copyrighting. The goal of your project is for you to complete a piece of copy that will improve your website. There will be a downloadable worksheets to guide you. By uploading your class projects. You will have the opportunity for me to review it, as well as your fellow students who take this class. But if you prefer for your product to just be between me and you, you can take this box here to keep pure project private. This is a work in progress that you can develop an update as you go through the course. It can start with just bullet points, ideas, or themes. Whatever sets you up to write your website copy in the best way for you. Everyone works differently. So why not start your project right now? In the text field here, type defection of your website that your piece of writing, if going to be used for. You can even begin with the existing copy you have on your website as a starting point. Then as you learned throughout this class, you can develop and adds to your project and get feedback. As you go. You might be inspired to write a paragraph off to the next lecture straight away and then edit your project as you go along through the course. There are also more downloadable PDF worksheets and principles to help you on your copywriting journey, which you will find here. Make sure that you're following me as an instructor on skill share, which you can do by clicking this button. So you can stay up to date with all of my classes on skill share. Most importantly, get stuck in and enjoy learning. I can't wait to get started.
3. Applying the Focus Method to Your Website Copy: If you have taken my Foundations of copyrighting gloss on skill share, you will already know about the focus method. It is especially important when writing copy for your website. So I'm going to include a quick recap here and apply the focus method to an example on someone's website. Imagine your copywriting is like a camera. When you're shooting, the focus can either be on you or your customer. If it's on you, it's on your business, your cleverness and your goals. It's all me, me, me. When it's on the customer. The focus is on the people you serve, their needs, that problems and that goals. Unfortunately, most of us get that wrong, especially when it comes to writing. Generally speaking, we pull away too much of that focus on ourselves. Not all customers, it's all me. But in business, our customers want to be seen and heard and acknowledged. So we want to put them in focus, not the other way round. Your website is a crucial place to apply the focus method. That is to make sure you're putting the focus on the person landing on your website. And that's what I'm going to show you how to do. Now, in this example, I'm going to walk you through a few specific changes that we can make on this website. So you can see what I mean. You can see there is a big bold header when he first land on the website. This headline reads, holistic massage and beauty therapist for ladies, gentlemen and children. Now, from a focus perspective, here's the problem. This headline is mainly about Linda, but it doesn't really contain a benefit or a hook for her visitor who's likely to be on the site for a specific reason. Perhaps they have a sports injury, perhaps they've pulled a muscle or maybe they're overworked and stressed. The point is, if they're coming to this website, they're probably thinking, I need help, I need to relax. They're probably not saying I need a holistic massage and beauty therapist. Holistic is a very vague term. I'm not even sure what that means exactly, but the main issue is that this copy is about Linda, not about her customer. So you might be wondering, what's the fix? Well, using the focus method, we can write some new headlines that are more customer focused. First up, have you got a niggling muscle or joint pain that won't go away. I can help you get back on track or try this one. Do you want to relieve your stress and anxiety levels? Sit back, relax and let my massage therapy help you. Instantly. We see how these headlines are more customer focused than Linda Hein focused, right? I mean, if we have strengthened anxiety issues and we land on this website, we're much more likely to feel like Linda understands us. She empathizes with where we're at right now and she wants to help. Another place we can make some customer focused improvements is the navigation. So let's look at the current navigation on this website. We see loved by me treatments, essential oils, topic, skincare, contact blog shop. So the contact blogging shot parts are pretty clear, but I haven't heard of these brands of central oils or skincare, so I basically don't know what either of these navigation options of four, it's all a bit too unclear. So what would happen if we, we thought this navigation with a customer focus? Think about it. What is your customer looking for? How can we help them find exactly what they want to find using words that simple, clear, and customer-focused. I took a stab at a simpler navigation panel inspired by the focus method. And here's what I came up with a much simpler, right? So first up, I'm starting with a bout. Since that's something that we all understand and look for on a website. And next, I simply put the word treatments, which is more direct and customer focused. It's something people who want to hire muthos therapists are probably looking for. Next up you will see I put products. Once again, customer focused language. You can always separate your skin care and essential oils into two different dropdown options. Under that, if you wish. It is simple and clear copy that speaks to what the customer.
4. Write High-Converting Copy For You Home Page: The homepage, the place that most visitors to your website will arrive at first, first impressions count. So obviously, this is a very important page in deed. I should specify that your homepage is very different to your landing page. Landing pages one page focused on one specific objective such as making a purchase on a sales page, or signing up to a mail list, an ad on Facebook, or take you to someone's landing page, not necessarily their homepage. We will be looking at landing pages in a few lectures time. But for now, back to the homepage. Many people wonder what to write on their homepage. And more often than not, businesses don't even know where to start when it comes to writing copy. But the truth is, you don't need much less, is more. Your homepage is the virtual lobby to the rest of your website. Your role as copywriter is to be the friendly consi edge who can help visitors navigate to other pages. Reassure people they are in the right place. They want to stick around and point them in the right direction before it gets my top tips for writing copy for your homepage, let's first put ourselves in the shoes of the reader and consider it from their perspective. Remember, it's not about you. They are new visitors on a website that is unfamiliar to them. And you only have a matter of seconds before they decide whether they want to stay and find out more, or click away from the website to something else. So what can you do to get your potential customer to stick around? Rather, click around. Here is my advice to writing copy for your homepage. As I said at the start of this lecture, first impressions count. Homepages will vary from site to site according to the design. Some will have a carousel of images with a number of different headings. Others will have one powerful image that does all the talking. But one thing you need to do first of all, is make a good impression. Avoid the Orpheus like, welcome to the key VC website. Instead, your copy shifts suggest to whoever is reading, you will be rewarded for coming here. Be bold, but at the same time, reassure your reader they have come to the right place. Keep it short. Never lose sight of the notion that your website visitor has a short attention span to increase your chances of engaging the reader. Edit your copy ruthlessly to make every word count. This is not the place for your life story or even your elevator pitch. You just want to clearly state what the reader will get out of exploring u website. Ask yourself this, if the homepage where the only page on my website does my visit and now I can help them. If you can answer yes to this question. Know your copy is in the right place to create a successful homepage. No matter what your design, the only copy you should need on your homepage. If one headline and a sub-header. The headline should succinctly communicate what your business does. And the sub-header needs to expand on your headline clearly and briefly explain the key benefit you offer and how it will improve your customers lives. Stay true to your voice. The homepage is where you set the tone for the personality of the business. The homepage is the place you should hear your voice loud and clear. Your copy needs to be personal and conversational. Imagine that you're out to make a new friend because hopefully with your copy, that's what you're going to do. A good example of these types and action is the website for Trello. You can see how it makes a great first impression with it's clean and simple visuals. It keeps it short with a headline sub-header that communicates what the business does and the benefits for the potential customer. And the copy has a distinct tone and personality. So take a moment now and review your website homepage copywriting. Apply all of these tips and convert your website visitors into lifelong customers.
5. Overhaul Your About Page: In this next lecture, I'm going to show you how to transform your About page and set it up for success. The thing that makes this page the trickiest of all of them is the contradictory subject of the page itself. You're supposed to write about yourself or your company. And that's fair enough. But if that's all you do, you risk losing your reader. Often, the problem people faced when writing their About page is that it becomes mi centric. This is only natural because this is the part of the website where you have to talk about yourself. But how can you write an About page that still applies the focus method and puts the focus on the reader. It might seem like a catch-22, but there is a better way to write an About page that doesn't have to be all. Meaning me. Think about your About page as an am I on the right website page for your readers. It's a little wordy, but if you think about it that way, you'll have an instant advantage over your competitors. So that brings me to my first top tip for writing copy for your About page. And that is, don't start by talking about yourself. A good first step to completely transform your About page is to strike the use of any first person pronouns, us or me. We, and I. Remember the purpose of the visit to this page. What the reader really cares about is themself. Your About page needs to be about how you can help your potential customer. So how does it may be on any About page? Don't start by talking about yourself. Talk about why they should bother reading your site. Took about the problems you solve, took about what they're interested in. As an example, let's have a look at Bulldog and men's skincare company. They could have typed up a few paragraphs about whether brand came from and so on. But instead, they're about pages colorful with a striking image of a bulldog fitting with their name and brand. And it states the purpose of their products to help customers feel at that best. And yes, further down, it gets more into the we and our cortex, but that's after the copy has the reader in by crafting it with them in mind. Next, social proof. Consider giving some social proof about why people should trust you in the form of coins or testimonials, badges indicating your professional memberships, accolades, applications and so on. These ohmic nice editions, the about page. And remember how social proof makes others feel more secure about potential purchases. It provides validation and puts the reader at T's in the right mindset to buy. And the About page is the perfect place to put these at the forefront. Once you've covered all of the above, then and only then is it time to dive into your personal story. This can be a great place to use the personal storytelling technique. What's your product story? Right here as if you're selling a vision. Because you knew there were people like you who wanted to help. Good stories humanize your grand and provide context and meaning for your products. Especially if you are a corporate company. You're about pages that to humanize what otherwise might be faceless business entity. If it is a personal blog, your About page is an opportunity to tell your story. Be careful though, while storytelling style can be appropriate for your About page, you don't want to test your readers, patients. Every line on the page should add something significant and heighten the reader's interest. Tell the reader something they didn't expect. Tell them that you tap dance, that you make beer, that you love Bruce Springsteen. You make a great cup of tea. Give your reader something conversation worthy. Another way you can tell your story is with the aha moment. I figured company was founded on an idea that aha moment. What was your idea? Use this aha moment as a pivot point when telling you accompany story. Considered these techniques to shape how you can make your personal story different and interesting to your website visitor. And finally, here's the one thing he must include on your About page that most people forget and that is to end with a call to action. That's what CTA stands for. By the way. Call to action. Establish a goal, and keep this in mind while you're writing your copy for the about page so that you can build towards it. What do you want to achieve from your About page? Match your copy to the call to action. Get your potential customer to commit to one small thing. Here is not the place to go in with the heart cell yet, but something small like signing up to the newsletter for example, on the bulldog website, they encourage you to get started with this CTA button here. The About page is a logical place to put your social media links so you could encourage people to follow you online. Whatever is, leave the reader with a thought-provoking call to action. Even if it's just to explore more with a link that takes you to another part of the website. Because what you are doing with that is getting your weeded per say yes. If you can get your customer to say yes, here for something small, you're well on your way to getting them to say yes to a sale. So have a go now and craft your About page using these techniques and don't be afraid to take some chances. Make it your goal to write an About page that no one else could write. And that sets you apart from your competition.
6. Get a Fail-Proof Framework for your Sales Page: In this lecture, I will give you my fail proof framework that will help you quickly craft any high converting sales page or landing page. So what is a landing page and how is it different from any other page on your website? Well, a link on someone's Facebook advertisement will take you to their landing page, not the homepage. A landing page is one-page focused on one specific objective. The goal here is to drive the lead to an action with your copy. You can achieve those goals when your copy is well-written and focused in a way that motivates your reader to take action. Your copy needs to center around that one goal. That one thing will vary from landing page to landing page, and also depends on your business and what action you want your reader to take. So obviously, you need to have a clear idea of what the goal is before you start writing. It could be a product or service where the purposes for the reader to make a purchase or sign up for a free trial. It could be a lead generation page where he wants to collect names and emails of potential customers you can mark it to in the future, your goal could be for the reader to download some contents such as an e-book or a podcast. Or it could be event spaced. And you want your reader to register to attend that event. Whatever it is, a landing page must be singularly focused on that one goal, one subject. Your offer. Don't give into the temptation to go off topic or cross-sell, or wander into an unrelated territory of any kind. Deliver information on point with exactly what your visitor came for. Landing pages should not include links to other sections of your website. If you website allows, you can even remove the navigation bar, sidebars and fitters because they are offering a way out and away from your landing page. And you want your reader to be solely focused on that one goal. Here are the key elements of a good landing page. The headline, a feature, image or video, a prominent call to action and copy that proves a point and promotes that action. The headline needs to make a keyword connection. It needs to connect the visitors expectations to the first line they read on your landing page, the link that your reader just clicked on was about something specific. So your headline should deliberately we iterate that words. Don't be concerned about repeating yourself here. If you're linked promised a tutorial on animation drawing, then your headline needs to say as much. You'll first objective is to assure your reader they have landed on the page that they want to be on. An important thing to keep in mind when writing a landing page is the mindset of the visitor. It's different to someone merely browsing your website, you'll visit has arrived was something that was incentivized for some instant gratification. It could have come from a pay-per-click ad or a search result listing an internal link on your website or a link from another website. And as a result, they are expecting something from this page. And you can establish that from the get-go with your headline is a big feature image and Mitre caption that summarizes the entire landing page in one sentence. Many readers go straight to the image and caption, so this will certainly catch their attention. Images can be a really useful tool, especially when most visitors or skimming and skipping through your copy. This is where the saying, a picture speaks a thousand words really comes into its own. Use the feature image to keep your visitors interested. We will go into this in more detail in the next section, but you need your call to action to be in big bold letters, preferably on a clickable button that is prominent on the page. This should appear clearly when you first land on the page. And finally, the body of copy, your copy should be benefit driven and high that the value of your offer multiple times on your landing page. As mentioned, a new visitor may well be skimming the text for what they want. Make it easy for them. Use subtitles and captions to state the value of your offer in a variety of places on the page so that they can't be missed. Bulleted lists can be a great way to lay out the benefits in Eclair format for the reader. And remember to keep your most important points at the beginning of paragraphs and bullets so that your reader doesn't miss them further down the page. Here are some useful phrases you can use for your landing page copy. Phrases such as learn how to get insights, saved time, and download the catch the reader's attention and make them want to click three. Also, consider making big, bold and dreamy value statements. You might write, imagine how or conquer your, or you'll never have to XYZ again because lead with the value, make it benefit driven. Keep your copy short, clear, and use second person narrative. In other words, you and your. And finally, this is not essential and you don't want to veer off into a detailed case study. But a helpful conversion tactic is to include a brief testimonial. If you can get a quote from a notable authority or high-profile client than even better. The goal of your landing page will vary from business to business. But this structure works across many different mediums with different goals and different calls to action. Here's an example of a landing page that works. As you can see, they've included the four essential parts of our landing page. And they've broken up the text into bullet points to make it easy for the reader. And it ends with a clear call to action to download the ebook. So as a recap, attract your reader's attention with a powerful headline and feature image. Provide the details they need in your copy and give an office call to action. If you include all of these elements, you'll be converting your leads into sales with your landing page in no time.
7. Optimize Your Micro-Button Copy: In this lecture, you will learn how to optimize micro button copy to drive up conversions and sales. Button clicks and guide the reader to where you want them to go. My thing microscopy requires its own language and set of rules that every copywriter should know. First of all, let's clarify exactly what I mean. By a microbe button. And microwave button can be any clickable piece of text that takes you to another page within the website. So that includes your navigation panels as well as any button within the pages on your website. It is usually used for your call to action, otherwise known as a CTA. For example. Your CTA will be the most prominent thing. Your eye gets drawn to, the most obvious and clickable thing on your websites. So here are my top tips for writing micro copy. Keep it short. This is called micro copy for a reason. Use only two or three words, max. If you can't do that, then ask yourself, There's simply too much information that I can put into one small button. Microscopy on a button is a great way to seal the deal. Don't throw away the opportunity for a button when it means nothing. Something like click here doesn't serve the purpose of encouraging or reader to take action. Obviously you want them to click here. It's why you created a big red button or whatever color your button is. Studies prove generic words such as Submit and subscribe, perform poorly compared to short directive value statements such as, send me free tips. So think carefully about the words you choose because you only get two or three. Your first word should be a verb. Don't underestimate the power of words like now. That can add a sense of urgency to the action. Say sign up today so that you can hurry your reader along. Keep It Simple. Now let's look at the copy for your navigation buttons. Some people like to tailor these, which if done well, can be quirky and give your copy character. Things like writing where the heart is instead of home and so on. However, I would strongly suggest that especially for navigation buttons, you don't stray too far from the office. More often than not clear and simple is just the ticket. The purpose of the micro copy here is to easily navigate the reader to the right part of the website. People shouldn't have to pause and think about how to navigate around your website, then movement should be intuitive. So keep it simple. Use Home About Us and so on. They work just fine. Make sure you make it stupidly obvious and easy for your reader to do what you want them to do. And finally, think outside the button. More difficult than writing clear and concise button copy perhaps is determining when a bit of copy should or should not be inside of a button. A button should be placed in the page when he need to direct a call to action in a particular moment in a reader's journey, you need to find which two or three words will be just, right. Perhaps what you are trying to cram into two or three words actually needs to be a separate sentence. It goes before the button. Or why not try putting text below the button with phrases like while still in stock, beneath a Buy Now button to add a sense of urgency or put the customer's mind at ease with a money-back guarantee below the button. Supporting copy before or after your micro copy can make your CTAs work better. So now that we know how to craft copy for all aspects of your website. Next we're going to look at how you can get visitors to your website with the power of your copy alone.
8. A Short Written "Exercise" ...or rather, a Small Favour!: This is the part where I awkwardly asked you for a review. But this time there's a little twist. I hate to interrupt your learning, but it would mean so much to me if you could kindly spare teammates, have your time to help to improve this course. I would be so grateful if you could leave a review and tell me about your experience so far. And to make it more interesting, why not try this? If you are leaving a recent review, one of the four writing styles that we have covered in the last lecture. This can be your chance to put what you have learned into practice. Reviews are so vital for instructors and they are by far the best way for me to get feedback on this course and make it the highest quality it can be for my students. I want this course to be the very best course about copywriting, but I can only do that with your help. I am more than happy to change the content of this course if you think it needs it because I learned from my students as much as you are learning from this course. In case you're not sure how to review. I have made a quick demonstration video to show you. And as I said, it shouldn't take longer than two minutes. Thank you in advance for your help. I look forward to reading your expertly resume reviews and hope that you enjoy the rest of the course. To leave a review on skill share when you are on the class page like so. If you scroll down, you will see that there is a reviews tab on the right. If you select button here that says leave Review, skill share will then present you with a series of short questions about the class. And right at the bottom, you have the option to leave a few words if he wish. When you're done, hit Submit Review. And that's it. Reviews really helped me to continue making great courses and content for you guys. So thank you for taking the time to watch this video and thanks in advance for leaving a review.
9. Drive Traffic to your Website With Your Copy Alone: There's no point making your website perfect. If no one's going to go there. In this lecture, you will learn how to write high converting headlines for your blog posts, video titles, and social media updates that beg to be clicked on and direct traffic to your website. The first step in getting traffic to your website is having click worthy subject lines. When it comes to creating click-throughs, the subject line is key. And these rules of best-practice can be applied to the subject line for either your emails, your online ads, or social media posts. Subject lines are like your shop front. People will only go inside if they like the look of it or if they think it's relevant to them. The goal of a subject line is to get someone to take action. Whether that's to click on the link for an ad or open an email. The subject line defines what the reader will find on the page. If they click on it, it should be easy to identify and understand. Make it personal. If you're able to some software programs for email and so on and allow you to tailor the subject line with someone's first name, then use the reader's name. But even if you can't do that, use the second person voice. You and you're beyond how you address your reader, makes sure that the content of your headlines are tailored to who you are targeting. When the subject line has meaning for the reader, there's a better chance that they will click on the link. For example, you could use the readers location to grab their attention. Like with this subject line, Google is hiring in London. The odds of the reader opening that are increased if the copy is personalized with a small detail, such as for location. Use numbers. The more specific, the better using numbers in headlines makes your point clear, but also adds value, whether it's seven ways to make a cup of tea or you can save $7 doing this. Use numbers to get your point across, gets to the value quickly. Keep it short. Research shows that subject lines between 3040 characters work best and nothing longer and the reader may not read it to tool. It should be short enough to read quickly so that it gets the reader's attention when they're skimming through their news feed or their email inbox. Persuasive techniques play on a reader's emotions, create a sense of urgency with phrases such as 24 hours left and limited time, offer US power words. Choose new and free to pique your reader's interest. For example, 500 free downloads of our new app are available. Use this link to get yours before that gone. Attention-grabbing subject lines. Now this technique is bordering on what is known as clickbait. When people choose deliberately provocative subject lines just to get clicks. Things like, you won't believe what happens next. Watch this video to find out the mindful not to take this too far and annoy your reader for wasting that time. You must follow through on your promises if using this method or you can come across as a bit shady if you're using click bait titles, which don't follow through when the reader lands on your website. It's important to make your subject relevant to the recipient. Otherwise, they could hit unsubscribe or change the ad preferences to opt out of your marketing completely. But the good thing is, as long as they click on the link, you've already hooked them in that far. And then it's up to your lead page to close the deal and get your reader to take action. An example of an attention-grabbing subject line would be the secret eBay hack that everyone is talking about. Secretive exclusive terms make it compelling and irresistible to click on. I'm with these techniques writing subject lines, you'll be ready to double or triple DES click rates and generate more traffic and engagement to your website. If you remember back to the lecture on writing to persuade in an earlier module, all of those strategies come into play here.
10. Tools of the Trade: As a professional copywriter, There are certain tips and tricks that you pick up along the way that make your writing more exciting and compelling. These are the most powerful writing strategies that nobody teachers or talks about. I'll let you in on those little known techniques, tools, and best practices that will help you to quickly create original copy that converts. I'll give you my disposable secret stash of online tools that I use for copy writing every single day. First up is slick rights. Slick right? Really helps the flow of your writing. It identifies recycled word throughout your paragraph. And common writing pitfalls like starting your sentence with the same word in each paragraph and so on. You can even get a really detailed graph view or statistics on your own writing, which is a really great feature. In the critique mode, you can see that you can quickly identify features of your writing that can make it overly worthy and clunky adverbs and so on. It's a really useful tool that can instantly make your writing look and sound better. So check out slick, right, and try it out with some of your copy and see what suggestions it makes to improve it. The next tool I haven't my disposal is gradually, we all know the importance of being grammatically correct. A small error or spelling mistake can leave a bad impression on your reader and can even lose customers. Grammar Lee is a free software that you can add to your Google Chrome as a plugin. It automatically detects any potential grammar or spelling errors and anything that you're writing online. And it makes it easy to scroll through an address, each of these areas. If you prefer, you can also do it within the website itself by copying and pasting your tax likes. So it even suggests things like when you have more than one proposition for every ten to 15 words that suggests that you remove it and so on. This is such an invaluable tool. And it is honestly like having the best proofreader ever permanently at your disposal. The third and final tool I use is the Hemingway App. This tool is focused on making your writing as bold and clear as possible, and generally works to improve the style of your writing. This app is obviously based on Ernest Hemingway, the author who was known for his bold and simple way of writing. Again, it looks at the common writing pitfalls that is overly complex sentences, the passive voice or overuse of adverbs. If you copy and paste your text into the Hemingway App, it will color-code your writing according to what's wrong with it, like. So as you can see, this can be a really useful tool for double-checking your copy and making sure it isn't cluttered or overly complicated. So give these three tools a try. I hope you get as much out of them as ID. With the help of a little technology, you can see how your copy will be spot on every single time.
11. The One Trick That Instantly Makes Your Website Copy More Professional: Firstly, I want to show you a quick and easy trick you can use to instantly make your copy more engaging. And that is to use the active voice. But what is the active voice? Well, it's probably easier to explain with an example. Here's the same sentence written in two different ways. The bull was caught by James. James caught the ball. Aside from just being wordier, which is never a good thing. The first is in the passive voice. This is what you should avoid. A passive sentence focuses on a person or object being acted upon. They are passive within the sentence. By contrast, the active voice focuses on the actor James. James caught the ball. James is active in this sentence. So the difference between active and passive verbs is simple. With an active sentence, the subject of the verb is doing the action. With a passive sentence, the subject undergoes the action rather than doing it. Sentences written in the passive voice can make pictures harder to form and are therefore generally less powerful. You're trying to persuade an audience to commit an action, so speak directly to them. The active voice makes the message clear and easy to understand. So when you're writing copy, you need to be able to recognize when you are using passive sentences and edit them to make them active. So let's put this into practice. Can he make this sentence active? Brazil was beaten in the final wavefronts. Pause the video for a second and rewrite the sentence as an active one. Did you get it? France beat Brazil in the final. And here's another. And again, pause the video for a second. And then we went to in the active voice, the product was released by the company yesterday. In the active voice, it says, the company released the product yesterday. Can you see how by practicing this simple strategy, that picture forms more quickly in one's mind when you say things in an active way, no matter which audience you are trying to engage, the active voice is always better than the passive. It's even the number one rule for Stephen King. Well, famous best-selling author in his book On Writing. Say put this into action. Now, go back over either your website copy or the last demon that he wrote and try and identify any passive sentences that you have done that copy from the passive to the active voice and see how it transforms your words into more engaging and effective copy.
12. The Test That Guarantees Your Copy Works Every Time: In this lecture, you're going to discover the most important question you need to ask and answer before you write another piece of copy. It's a simple but effective way of ensuring your copy is packed with exactly the right content. And that question is, why? Why not? Let me explain. Once you have cleanse and within out your copy, you need to make sure that it's bulletproof. Well, I want you to do is stage an imaginary conversation with your potential customer. So let's set the scene before you start. You need to clearly identify who your potential customer is. An pitch that clearly in your mind, you're going to be having an imaginary conversation with them, after all. For this example, let's say that your potential audience of small business owners. Next, I want you to state the problem that your potential customer is facing, which your product solves. So in this scenario, the problem is that that block content isn't gaining enough traction from that audience. So once you've established your customer and that problem, then we can go in with the y test. Why, why do you want more engaging content on your block? Answer to attract potential customers. Okay, so now we're going to repeat why after everything, your potential customer says a little bit like that annoying child that goes why? After everything that their parents say, this will help you get to the core of what your customer wants. So let's try. Why? Why do you want to attract potential customers to get more sales and make more money? Why do you want to make more sales and make more money so that my business become successful. Why do you want your business to become more successful? So I can take more time off to spend with my family. Why do you want to take more time off to spend with your family? So I can do the things in life that truly make me happy. And so I know that the work I've put in hasn't been for nothing. So what pain points have we discovered with the whitest? Well, with each question, we unravelled another layer of paint point from our potential customer. That main issue is getting engagement from their audience to their blog content. That was the problem that our product would be addressing. But there may need to attract potential customers and get more sales and make more money. The desired outcome is a successful business, giving them more time to spend with their family. And therefore, that true pain point is not being able to do the things in life that make them happy. So ultimately, your product that solves their problem can make your customer happy. If as a copywriter, you don't understand your customers pain points. How are you going to convince them to buy a product that solves that problem? That's why asking, why is such an effective and crucial test to see whether your copy is hitting the right Mark. It's your responsibility and your duty to identify these pain points by asking why and deliver copy that offers a solution. This brings it back to the point that I've been hammering home throughout this course. And that is that the customer wants to know what's in it for me. They don't care about you or your product. They just want to know what they can get out of this interaction. If you continue to ask why until you've got the heart of what they want, you can be sure your copy is targeted at the right audience and recent in the right way. For every business and for every potential customer, the answer will be unique and different. Your customer would want to save a lot of money. Or if they're a busy professional, they could feel over stretch but time with why you establish that important piece of information. So with this technique, I wanted to give you some action points to take away. Run similar exercise like I did in this lecture and come up with your customers responses even better. Why not talk to your current customers? Ask them these questions, have a genuine interest in finding out what problems plagued their lives and how you can help them. Do your research online, take your efforts to Google, find frequently asked questions related to your industry. This is always a good starting point. It may not be an easy exercise or a quick endeavor that this kind of research is vital to the success of your business and the coffee that you write. So try out this technique now and discover the power of y.
13. Conclusion: That brings us to the end of this course. Thank you so much for watching. I really hope that even enjoyed it. Learn from it, and that you can already start to see an improvement in your copyrighting. The hard work starts. Now, you've learned all of these copywriting techniques, but now you need to actually apply these techniques to your writing. You have all the tools you need to turn your copy from dry, dull writing into dazzling client attracting copy. If you haven't already been applying these techniques as he went along with the course, start doing so right now, here's a recap of the key action points to take away from this course. Now, you have to craft copy for your website in a way that converts website traffic into customers. Make sure you put all of the techniques and tips you've learned into practice. If you follow all of these steps before you know it, you will see how your copy has the power to convert your readers into clients. Please do make sure that you complete the class project. Don't be shy. A work in progress is better than nothing at all. And by sharing it, you have the chance for me to review it, as well as your fellow students who also take this class. If you have any questions along the way, you can post them in the discussion area of the class. And if you enjoyed this course, make sure that you are following me as an instructor on Skill Share so you can stay up to date with any new classes that I published in the future. Why not start right now and put all that you have learned into practice with a new piece of writing. Use this course to guide you. Integrate these techniques into your writing and start to become conscious often when you're reading as well. By doing that, you start to develop a sense of tone and style and get a feel for what makes great copy every day that you put it off, you leaving behind a potential client or sale. So take action. Now. I wish you all the best in your copywriting journey, and I hope to see you in another course very soon.
SuperSoph, Copywriting Consultant & Writer
