A very boring and unremarkable day today. Wish I had more exciting stuff to report for you.
Finished Ray Edward’s book, Copy That Sells.
Fell asleep on the couch watching YouTube…#gettingold
LESSON LEARNED:
Edwards talks about thinking of copywriting in the P.A.S.T.O.R. framework. If you progress through the following acronym, it will result in more effective copy:
P: Focus on the People, Pain, Problem
A: Amplify the Pain and the Customer’s Aspirations
S: Story, Solutions, Systems (in other words, explain a compelling story of how someone needs the product)
T: Explain the Transformation through Testimonials
O: Offer
R: Response
Edwards talks about “shepherding” your customers to a sale. By addressing their objections you move them from awareness to becoming a customer (and if done right, you don’t have to be sleazy about it).
This is just the first chapter of the book. I told you, this book was a game changer.
Tomorrow, I’ll continue consolidating my notes and then it’s time to start my next resource.
LESSON EXECUTED: None yet.
MARKETING PARKING LOT (oh boy, it’s growing):
- Clean up old lead magnet links and redirect them. ROI: Could add a few more subscribers to my list per year.
- Convert unnecessary links in my nonfiction to footnotes to improve “reader stickiness.”
- Zero in on any broken links and redirect them. ROI: Improves user experience on my website.
