Magnetic New Marketing eClass 3 Fall 2010
CONVERSION
Why learn persuasive writing? ๏ Become a powerful & effective communicator ๏ Avoid wasting time & effort with "content for content's sake" ๏ Help others by getting them to take action, which will benefit them ๏ Not being persuasive hurts your readers by letting them miss out on opportunities that could help them ๏ You'll feel more effective, more confident about writing & communicating ๏ Without this skill, you'll be at a loss when you need to create content
Persuasive writing is using words to achieve a desired result.
Principle ๏ E. St. Elmo Lewis' sales funnel based on cognitive process of people when buying
AIDA Formula ATTENTION INTEREST DESIRE ACTION
A is for Attention ATTENTION INTEREST • Big promise • Curiosity DESIRE • Shock and awe ACTION
I is for Interest ATTENTION • Aggravate the problem INTEREST • Hint at a solution DESIRE ACTION
D is for Desire ATTENTION • Paint a picture of what’s possible INTEREST • Prove you can deliver DESIRE • Minimize the cost ACTION • Remove the risk
A is for Action ATTENTION • Tell them what to do next INTEREST • Make it easy DESIRE • What can they expect? ACTION
Persuasive Writing: Step-by-Step 1. Define your purpose. 2. Review your target readers’ biggest problems and desires. 3. Make your offering desirable and irresistible. 4. List your product/service’s features and benefits. 5. Identify the next action. 6. Brainstorm headlines. 7. Write the piece. 8. Rest. 9. Edit.
1. Define your purpose ๏ What do you want the content to achieve? ๏ If necessary, write it down
2. Clarify problems & desires ๏ Not what you want, but what your target readers want ๏ What keeps them up at night? ๏ What is their pain? ๏ Relieving pain is more compelling than promise of good feelings
3. Craft your offer ๏ What solution do you have for their pain? ๏ How will you grant their desire? ๏ What do you want in return?
4. List features & benefits ๏ People buy for emotional reasons, but need to justify their purchase with logical reasons ๏ Features => rational ๏ Benefits => emotional
5. Identify the next step ๏ What do they need to do to get the solution you promise? ๏ What do you want them to do next?
6. Brainstorm headlines/titles ๏ Digg.com ๏ Headline swipe files ๏ Copyblogger popular posts
7. Write ๏ Write without thinking (“Write in white heat...” ๏ Use a mindmap or outline ๏ Use a template
8. Rest ๏ Walk away from the piece and let it simmer in your subconscious
9. Edit ๏ “Edit in cold blood” ๏ Check ‣ grammar ‣ readability ‣ keywords ‣ add persuasion tools ‣ evaluate AIDA ‣ pre-test appropriately
Common Challenges
Sustaining Interest ๏ What’s In It For Me? ๏ Conversational Tone ๏ Role of Images
Arousing Desire ๏ Features vs benefits ๏ Consistency ๏ Social proof ‣ testimonials ‣ borrowed proof ๏ Authority ‣ demonstration ‣ personal qualifications ๏ Scarcity ๏ Liking ๏ Reciprocation - “too valuable to throw away”
Questions?
Possible Outcomes ๏ More people reading your stuff ๏ Better engagement ๏ Better response
Where you can apply AIDA ๏ emails ๏ social networking updates ๏ opt-in form ๏ sales page ๏ presentations ๏ webinars/teleseminars ๏ daily life
Homework ๏ Print the formula and post it beside your computer ๏ Apply the AIDA formula for every written content for one week. Note your road blocks. ๏ Email your follow-up questions to me at lexidesk@gmail.com
Give me your feedback on the class and I’ll do a video critique of your blog or email marketing.
Thank you!
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