MARKETING & COPYWRITING WEBINAR
WHAT IS IS M MARKETIN ING? G? ■ Marketing ng Is Is E Everyt ythi hing ng & & E Everyt ythi hing ng Is Is M Marketing ng ■ Newsletter – Emails – Letters – Texts - Facebook Ads ■ Website – Book – Postcards – Flyers – Posters – ■ Print Adverts – Google Ads – etc.
The Common Thread is…
Wha hat Is Is C Copyw ywriting ng? ■ “Copywriting is the act of writing text for the purpose of advertising or other forms of marketing.” ■ “The product, called copy, is written content that aims to persuade a person to take a particular action.” ■ Salesmanship in print
Why S y Sho hould ld Y You W Want nt T To M Master T Thi his? ■ Copywriting is the key to effective implementation of your marketing
As T The he P Practice O Owne ner T The he M Most Important Im nt J Jobs Y You H Have A Are: : ■ You have to do things every month to get new clients ■ You have to do things every month to keep clients
Optical S l Success A Academy H y Has Solu lutions ns F For Y You! ■ Tools to help you implement marketing faster ■ A plan for being more prolific in your marketing ■ An organized marketing calender for 2020 ■ Formulas, templates, checklists to supercharge your marketing
FORMULA ■ Attention – Interest – Desire – Action Your Invited… Jones And Co.’s Customer Appreciation Event Dear friend, drink or stay for the whole 3 hours if you wish! At this time of year we like to say THANK YOU to our clients. And You’ll receive a Free £75 Gi fu Certi fj cate and you could even leave to show our appreciation for you we are inviting you and a guest to with a prize as well! join us for this special event. Join us and bring a guest or two! ■ E.g. Client Appreciation Invite To entertain and inspire you we’ve arranged a very special showcase of style for you. A Fashion-Forward Unique Eyewear Show From Anne et Valentin Evening of Style Ti e fj nest Italian tailoring from Doherty Evans & Stott Ti is event is all about celebrating di fg erence, individuality, style, and Food & Drinks from hangingditch dressing to match your personality. Not following the crowd. Enjoy the company of fellow Jones And Co. clients and We’ve collaborated with Doherty Evans & Stott Tailoring, Anne et eyewear enthusiasts! Valentin and hangingditch to bring you a unique, fun and enjoyable evening in the grand foyer of Jones And Co. Styling Opticians. Amazing Prizes & Gi fu s! Bring a guest and enjoy an evening with a di fg erence. Pop in for a Featured Designer ANNE ET VALENTIN Full Collection Showcase! For this event only, we are showcasing the entire NEW Anne et company who produce distinctive, meticulously cra fu ed eyewear for Valentine collection. Just released at the recent eyewear show people who desire more than “it all looks the same” eyewear. in Paris you can be the fj rst in the world to see and wear these frames. From Toulouse in France, Anne et Valentin are shipping Our famed eyewear showcase events are an exceptional way to see their full collection to Jones And Co. for this special event. Every the very latest releases from the world’s fj nest eyewear designers style in every colour. and our Anne et Valentin events are always our most popular! We receive cases fj lled to the brim with every new design in every size Anne & Valentin Eyewear might just be one of the best kept eyewear and every colour to give you the most choice possible. Normally it secrets around. Ti is collection is well known among eyewear is only possible to see the full collection like this if you travel to the enthusiasts, but it is o fu en a new discovery for many. international eyewear trade fairs so this is a rare opportunity for you! If you want frames that become your signature trademark, not just a fashion statement, Anne & Valentin is the eyewear collection for Please note, we have the full collection for the day of this event you. Ti ey are a small, independent, and highly customer-focused only. Don’t miss out! PTO
Your Invited… Jones And Co.’s Customer Appreciation Event Dear friend, drink or stay for the whole 3 hours if you wish! At this time of year we like to say THANK YOU to our clients. And You’ll receive a Free £75 Gi fu Certi fj cate and you could even leave to show our appreciation for you we are inviting you and a guest to with a prize as well! join us for this special event. Join us and bring a guest or two! To entertain and inspire you we’ve arranged a very special showcase of style for you. A Fashion-Forward Unique Eyewear Show From Anne et Valentin Evening of Style Ti e fj nest Italian tailoring from Doherty Evans & Stott Ti is event is all about celebrating di fg erence, individuality, style, and Food & Drinks from hangingditch dressing to match your personality. Not following the crowd. Enjoy the company of fellow Jones And Co. clients and We’ve collaborated with Doherty Evans & Stott Tailoring, Anne et eyewear enthusiasts! Valentin and hangingditch to bring you a unique, fun and enjoyable evening in the grand foyer of Jones And Co. Styling Opticians. Amazing Prizes & Gi fu s! Bring a guest and enjoy an evening with a di fg erence. Pop in for a Featured Designer ANNE ET VALENTIN Full Collection Showcase!
For this event only, we are showcasing the entire NEW Anne et company who produce distinctive, meticulously cra fu ed eyewear for Valentine collection. Just released at the recent eyewear show people who desire more than “it all looks the same” eyewear. in Paris you can be the fj rst in the world to see and wear these frames. From Toulouse in France, Anne et Valentin are shipping Our famed eyewear showcase events are an exceptional way to see their full collection to Jones And Co. for this special event. Every the very latest releases from the world’s fj nest eyewear designers style in every colour. and our Anne et Valentin events are always our most popular! We receive cases fj lled to the brim with every new design in every size Anne & Valentin Eyewear might just be one of the best kept eyewear and every colour to give you the most choice possible. Normally it secrets around. Ti is collection is well known among eyewear is only possible to see the full collection like this if you travel to the enthusiasts, but it is o fu en a new discovery for many. international eyewear trade fairs so this is a rare opportunity for you! If you want frames that become your signature trademark, not just a fashion statement, Anne & Valentin is the eyewear collection for Please note, we have the full collection for the day of this event you. Ti ey are a small, independent, and highly customer-focused only. Don’t miss out! PTO
FORMULA ■ problem – agitate – solution ■ E.g. Facebook ad
Crafting Your USP ■ Find a need and fill it! ■ An application of the Pain – Agitate – Solution formula
The Definitive Guide To Choosing Glasses That Make You Look Good The 6 Common Eyewear Buying Mistakes & How To Avoid Them Conor Heaney BSc Hons MC Optom - Jones And Co. Styling Optician s
THE BIGGEST COPYWRITING MISTAKES To Be Avoided!
Big M Mistake # #1 ■ HEADL DLIN INE IS ISN’T ’T S STRONG E G ENOUGH UGH ■ Do Does i it ma make y you w want nt t to r read o on? n?
Big M Mistake # #2 ■ NOT E ENOUGH UGH B BENEFIT ITS ■ Ask “ k “So w wha hat?” / / “ “Who ho c cares?”
Big M Mistake # #3 ■ NOT E ESTABLIS ISHIN ING C G CREDIB DIBIL ILIT ITY ■ Alw lways ys b be p positioni ning ng y your p practice
Big M Mistake # #4 ■ NOT E ENOUGH UGH P PROOF ■ People le a are scepti sceptical cal
Big M Mistake # #5 ■ NOT E ENOUGH UGH “ “YOU’S U’S” ■ All c ll copy s y sho hould ld b be c custome mer f focused
Big M Mistake # #6 ■ COPY DO DOESN’T ’T A AMPLIF IFY T THE P PAIN IN ■ People le d do mo more t to a avoid p pain t n tha han g n gain p n ple leasure
Big M Mistake # #7 ■ WEAK C CALL T TO A ACTIO ION ■ Gi Give mu mult ltiple le w ways ys t to r respond nd
THE OSA COPYWRITING CHECKLIST
1. 1. S Strong ng H Headli line ne ■ Do Does i it c capture a attent ntion a n and nd ma make t the hem w m want nt t to find nd o out mo more?
2. Ir . Irresistible le O Offer ■ Wha hat p proble lem c m can y n you s solv lve? ■ Have y you a agitated t the he p pain? n? ■ Have y you r really ma lly made t the he s solu lution d n desirable le?
3. S . Stop S Selli lling ng F Features, S , Start S Selli lling ng Bene nefits. . ■ Who ho c cares? ■ So W Wha hat? ■ More Y YOU’s U’s t tha han n We’s ’s
4. L . Lessen o n or E Eli limi mina nate R Risk k ■ No o obli ligation n ■ No p pressure ■ Gu Guarant ntee
5. A . Alt lterna native P Paths hs o of R Readershi hip ■ Us Use s sub-he -headli line nes t thr hrougho hout
6. M . Motivation t n to A ACT N NOW ■ Limi mited T Time me ( (deadli line ne) ■ Limi mited Q Quant ntity y
7. C . Credibili lity y ■ Why Y y You?
8. L . Let T THEM S Say It y It F For Y You ■ Testimo moni nials ls ■ Re Review ews
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