The-Copywriting-Process

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07/11/2017 31 13 7 Trang pdf

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The Copywriting Process Copy Carats © 2013 www.copycarats.co.nz Page 1 of 7
The Copywriting Process
Understanding how copywriting works to ensure you
get the results you want from your marketing
investment!
by Cara Tipping Smith, Copy Carats
The Copywriting Process – Copy Carats © 2013 www.copycarats.co.nz Page 1 of 7 The Copywriting Process Understanding how copywriting works to ensure you get the results you want from your marketing investment! by Cara Tipping Smith, Copy Carats The Copywriting Process Introduction The Copywriting Process – Copy Carats © 2013 www.copycarats.co.nz Page 2 of 7 The Copywriting Process Thanks to Allan Kent of Zeald in Auckland who came up with a brilliant theory that explains why some marketing doesn’t work. In fact, it’s a very useful theory for understanding why a lot of business purchases go wrong – it’s called “The Reluctant Purchase Cycle”. I've borrowed his theory to explain the copywriting process and the pitfalls to avoid. So let's look first at what commonly goes wrong, and then look at what needs to be done to get it right. Understanding the copywriting process will help you become a better writer if that’s your goal, but it will also ensure that any future investment you make in copywriting will bring you the returns you want. Cara Tipping Smith is a professional copywriter who has worked in the NZ, UK and US markets since 1998. With degrees in English and Psychology, Cara and her team blend the art of language with the science of motivation to write compelling sales messages; messages that work! Copy Carats specialises in providing quality marketing and communications content for small to medium sized businesses for digital, print, press and voicing; online and on air. See more at www.copycarats.co.nz. The Copywriting Process The Reluctant Purchase Cycle The Copywriting Process – Copy Carats © 2013 www.copycarats.co.nz Page 3 of 7 1. The Reluctant Purchase Cycle Ever bought a pair of shoes in a hurry and regretted it? They were too expensive or too small, or not the right colour after all; or worse, they were cheap but broke on the second wear or leaked in the rain and now, you have to go through the whole process again! Unless you love shopping (and wasting money), you’ll know the pain I’m describing. It’s just the same in business. So what is “The Reluctant Purchase Cycle”? I’m sure it will feel very familiar as I describe it. It’s that purchase you don’t really want to make but feel you have to. For some business owners it’s the IT or Accounting system (expensive but they say you need it), for others it’s the website or advertising purchase. In every case, it’s the thing you’re not naturally drawn to and find it hard to think about. Typically with “The Reluctant Purchase” you go into it grudgingly. Because you don’t really expect much from it, you don’t put too much time and effort into the process. You have far many more pressing matters to attend to - you’re a busy business owner! So you shop around, choose the cheapest option that looks like what you’ll need and figure to yourself, “if this works, then (and only then) I’ll consider investing more”. Now of course, if you don’t get the results you’re after you’re going to be disappointed, so basically you’re not investing too much in it, just yet. When it comes to marketing, you kind of hope it’ll surprise you but as you know from experience, most of these things don’t really work, but you still have to do something – right? The problem is it’s a self-fulfilling cycle. When it doesn’t work, it’s only as you expected. Who could blame you? One lousy website with little in the way of results hardly sets you up to be interested in the next, does it?! In fact, you’d be forgiven for thinking that websites just don’t work for your business and possibly that all website salespeople are sharks. Certainly, when you go to market again (and you will, because the marketing machine is essential and relentless in this day and age) you will be even more reluctant and less willing to “throw good money after bad”. But here’s the trick. When you take a step back and look at this decision process impassively, you realise that it’s a kind of madness. Think about it – from the beginning you committed yourself to going through the whole process at least twice (“if this works…”)! And worse, your half-hearted commitment to it, pretty much guaranteed its failure. Hey, I’m not telling you anything you don’t know, it’s what you’d say to your kids and you’d be right! The reality is when we’re busy and feeling overloaded action, any action, can feel like progress… even if it’s not. Fortunately for you, you’re aware of it now, and so you can check yourself.

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