Magnetic New Marketing eClass 3 Fall 2010 CONVERSION Why learn - - PowerPoint PPT Presentation

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

• Big promise
• Curiosity
• Shock and awe

ATTENTION INTEREST DESIRE ACTION

I is for Interest

• Aggravate the problem
• Hint at a solution

ATTENTION INTEREST DESIRE ACTION

D is for Desire

• Paint a picture of

what’s possible

• Prove you can deliver
• Minimize the cost
• Remove the risk

ATTENTION INTEREST DESIRE ACTION

A is for Action

• Tell them what to do

next

• Make it easy
• What can they expect?

ATTENTION INTEREST DESIRE 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

• ne 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

• r email marketing.

Thank you!