Four Weeks + One Goal = ROCK OUT WITH YOUR COPY OUT! (Part 3 Of 4)

In a quick recap.  The first part of this series we talked about…

Green mohawks.
Hustling.
Getting some action.
My slacknesstude.  :)

In the second part of this series we talked got a little spicier and talked about…

Eliminating words and phrases that pique (thanks Ava for pointing out my misspelling on the last one) our B.S. factor.
Gucci Slippers.
Going Psycho-ologist on someone.

This week's lesson, we're going to actually go through and analyze a few simple/cool sites that first come to mind and are applying a lot of the things that I'm talking about.

Ready?

Wait… this is harder than I thought to teach this kind of stuff (insert 4 day break here – and TONS of cups of tea later).

Ok.  So let's go check out the first site.

Lynda.com - Now what is Lynda?  It's an online tutorial based learning center.  It's brilliant!

First let's start off with the pain.  The pain that things are changing so fast, that if you're not up-to-date and educated with what's going on today, you're going to be left behind.  And that's not good is it?

The benefits?  Learn anywhere you want.  On your terms.  Unlike sitting in a classroom and being unable to rewind the teacher's lessons, you can do it here.

Pause it?  Sure.  View it a ton of times if you don't understand something?  Absolutely!

You can learn more (where it sells you on just a few of the most important benefits to YOU).  Or you can just subscribe.  On each page it has testimonials – which builds trust.  Oh AND it displays major companies who use it too (more trust).

Zipcar.com -  If you attended my live workshop I did in Seattle, you're probably familiar with how much I love their copy (mainly because they write in all lowercase lettering – my excuse I give to people on why grammar doesn't mean much when it comes to writing GREAT copy).

Ok… so let's get back to it.

Oh and if you'll notice something right off the bat, Zipcar it's NOT a car-by-the-hour.  It's a car when YOU need it (another way to illustrate the importance of a great tag line).  See how much of a difference there is?  Not let's get to it!

Upon visiting their site.  It's super simple.  Fun.  And…

You immediately get to see if it's for you.  And how it works.  Again notice their grammar – it's all in lowercase (sorry, I had to put that in there again)  :)

Ok.  So what's the pain points?

Saving money (where they actually list how much money you save over owning a car).
How much better it is over public transportation.
How much of a pain in the ass it is owning a car (going into detail).

So how does it benefit you?

You don't pay for gas.
Insurance is included (versus most of car rental places that you get KILLED on).
It super convenient (for those who live in a city – their target audience, you just walk to any of the cars parked in certain lots).

Easy.  Right?

Oh and remember their USP (Unique Selling Proposition)?  Why they're different than any other car rental place?  Look how clearly it's communicated.  Look at the feel of the site.  MUCH friendlier than any other car rental place.  Huh?

How cool?  How convenient, huh?  Now onto the last example.

Orabrush.com - Has one of the most brilliant marketing campaigns.  So much so, when I saw their youtube video, I wanted to go and see the movie (the only thing was, it wasn't a real movie).  LOL!

So let's dissect their copy.  Shall we?

The pain (of their audience)?  Bad breathe is keeping you single!  Ohhhh (good one)!  Embarrassed over bad breathe?  ANOTHER great one!  How about the FEAR OF BEING EMBARRASSED OVER OTHERS SMELLING YOUR BAD BREATHE?  Oh noooooooo!!!!!!!!!!

How their different than the competition?  Most bacteria that causes bad breathe comes from your tongue (basically inferring that mouthwash isn't good enough).  Nice!

Oh and notice the testimonials of users and how it's an accredited company with the BBB (build's trust).

So does this help?  Is it starting to make a lot more sense?  Can you see how you can apply a lot of what other people are doing to your current site?

If so, please stay tuned for part 4 (next week).  I think it's really going to be the best one yet.

QUESTION: Do you love your business, but know you shouldn't be the one writing for it? Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe it's just sucking up way too much time away from doing the more important things that need to get done… and to top it off, you're way too embarrassed to even share it, because you know it doesn't accurately represent who you are (and what your business is about)?

 

If any of that sounds familiar, click here.  Let's talk!

Before starting thekickasscopywriter.com as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help other businesses like yours thrive, I simplify crazy ideas into words that sell (without the UNsell). 

**Oh and any typos or grammatical errors are "my personal gift to you" – as I purposely do that to see if you're paying attention.**