3 Tips for Writing Winning Content Charlotte Hicks Crockett - PowerPoint PPT Presentation

3 Tips for Writing Winning Content Charlotte Hicks Crockett

Content Marketing Goals  Attract leads  Move prospect toward a sale  Backend sales, retention

Tip #1 Drama vs Imagery

Not this …  … staring at the collapse of your business, the bloody aftermath a reminder of your mistakes  Ahoy Matey! Let me tell you how to be the captain of your own pirate ship, making your competitors walk the plank and be tossed into shark-infested waters

Do this instead … Susan Fantile for Proxima

Do this instead …

And this … Paul Hollingshead, 10-Minute Workday promotion

Tip #2 Confusion vs Clarity

Not this … Most policies are now written x-wind, with DIC wind and hail coverage written through a consortium vehicle created by statute. Deductible structures may include a percentage deductible, often incongruent with your underlying primary carrier.

Do this instead … Because of the risk of hurricanes, you’ll have two homeowner policies. One will provide payment for wind and hail losses while your main policy covers other types of losses such as fire and theft. It sounds complicated, but we handle it all for you so you never have to worry if you have a loss.

Tip #3 Pain vs Gain

Not this …  7 Ways to be a Miserable Failure  How to Destroy Your Business  Why People Hate Your Presentations

Do this instead …  How to Avoid 7 Common Freelance Mistakes  The Most Important Freelance Goal  Your Best Investment as a CPA

The Final Word  Inspired  Motivated  Curious  Intrigued  Encouraged  Convinced

Bonus Copywriting Tip CTA vs Motivating Sequence

Not this …

Do this instead … 1. Attention 2. Highlight the problem/need 3. Present the solution 4. Proof/Credibility 5. Call-to-Action

Example Dear [Name] The best restaurants are not national chains, but independents like you. They are assembly lines … you are an artiste. And that’s not easy… Constantly changing trends are hard to keep up with. You may not have the big research budget the chains have, but you know your customers … and what keeps them happy. Even so, you’re always trying to up your advantage. But how? Next month’s annual Restaurateur Conference & Trade Show has the newest innovations and cutting edge ideas. It’s a “must see.” Chill-O-Matic will be there. We’re showcasing our new LBR Coolers. They have energy -efficient compressors, condensation-free glass doors, and come in nine sizes. Plus, their lightweight design and built-in rollers make them easy to move – even when full. And, they’re easy on your budget. A study by LR Brown & Associates found our LBR Coolers are priced 28.2% lower than the competition. We’re giving away half -price tickets so you can be there too. But hurry, supply is limited. It’s almost showtime and we’d love to meet you. Click Here and we’ll pay half your admission. Sincerely, Jane Akinson Marketing Director Chill-O-Matic, Inc.

Tip Summary  Use visual imagery instead of drama  Keep your writing clear and straightforward  Lead your reader to a positive outcome  Use the motivating sequence in your copy