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Slow Motion Persuasion Amplification
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You know how sometimes when you want to learn how to do a thing, it’s helpful to watch someone else do it, and even better if you can watch a replay in slow motion, Reader This newsletter is a copywriting-equivalent of a slo-mo action shot. I had an idea for a new free thing - blog post, video, PDF - I’m not sure yet, but a free thing. I know who it’s for, I know how it’s going to help them, and I know roughly what the content will include. So this morning, aided by coffee, I started playing around with the tagline - because I find it much easier to come up with a tagline, then find a name that works with that AND the tagline is going to do a lot more of the selling than the name does. Here’s how that played out: Version 1: 3 things that make every piece of marketing material more effective I started by simply stating what this resource is. Numbers are persuasive - this number generates curiosity and reassures that the content isn’t going to be too weighty (it’s 3 things, not 103 things). And alliteration (Marketing Material More) helps create momentum/energy for the reader. 🔻 Version 2: 3 essential ingredients that make every piece of marketing material more effective I needed to get rid of the word ‘thing’ and I like ‘ingredients’ because these are things you can add in, like you would with cooking, and ‘essential’ because it’s true, and that’s a compelling, clickable word - if it's 'essential' then it's a need-to-know not just a like-to-know situation. 🔻 Version 3: These 3 essential ingredients make every piece of marketing material more effective I like to eliminate the word ‘that’ any time I can. It’s passive; it slows down the copy, making it less punchy. 🔻 Version 4: Maximize the effectiveness of your marketing material with these 3 essential ingredients Trying out a version with the benefit pulled to the front of the sentence to engage the reader more quickly. 🔻 Version 5: Make your marketing material work harder with these 3 essential ingredients This is a style adjustment. Words that contain a ‘ize’ or ‘ive’ often feel a bit hustle-marketing to me so I wanted to try a toned-down version that sounded less like a YouTube headline, and more like I’m a human being. But, I may still go with the ‘Maximize’ version or use that in some circumstances. That's as far as I've got. I don’t have the name yet. And over the next day or two, this tagline might evolve. Which one do you like best? And was this copywriting replay helpful? P.S. Want to uplevel your copywriting skills so you can write more impactful marketing content, sales pages and website copy for your business? The next intake of Marketing On Purpose starts 28th April (bonus available until Friday), and includes a weekly opportunity for copywriting feedback and Voxer office hours every Wednesday. |
The Comfy Business Newsletter | Laura
Join thousands of readers building a business that works around Life Stuff (like chronic physical or mental health conditions, recovery from big life events, caring responsibilities). I send two-ish emails each week, to help you enjoy a more comfy business and life.
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