In this episode, Mike is joined by Ray Edwards. Ray is a communications strategist and author of How To Write Copy That Sells. Ray is also the host of the Ray Edwards Show.
Questions Answered:
- How do we create the same type of sales experience when we are not in the room?
- What can we learn from movies about writing copy?
- Does it make sense to be deliberate about the copy you write for videos?
- What can folks do to get better at writing copy?
Key Takeaways:
- It is better to think it through than shoot from the hip.
- If you know your customers well enough, you can write to that avatar. You can write copy to speak to the issues you believe affects all of your clients.
- Think of your 5 best customers, are they exactly alike? Likely not.
- Answer enough in the Sales page to cover the questions and objections they may have.
- Through technology, we can deliver a different sales page to everyone that visits the website.
- Intent has everything to do with whether what you’re doing is manipulative and exploitative or whether it’s service.
- Trailers are super short version of long form art.
- The best movies always have an intriguing open and expectations are set that there is a problem to be solved and throughout the movie, we are going to solve it.
- Movies leave a lot of open loops/questions.
- Well made movies close the loop at the end.
- When doing video, have bullet points, key phrases. Do practice runs.
- If you are going to write anything down for a video, write the beginning and the end.
- Goal - be finished speaking before they are finished listening.
- Find a good process for writing copy.
- Record yourself giving the presentation and have it transcribed.
Show Links:
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