SoftT opic C opyw riting C linic

M atching Y our M essage to the H eartofY our M arket

JU D IT H SH E R V E N & JIM SN IE C H O W SK I

M odule 1:– M ind M anagem ent:Y oursand Y our R eader’s

-Five questionsyou m ustansw erbeforeyou w rite aw ord

-W hatdoesyourreaderREA LLY w ant?
-Featuresand benefitsand the difference betw een them
-Thehook and how to identify it
-Q & A

M odule 2 -B ody C opy:Structure

-Theoverallstructureofyoursalesletter
-Exam plesofdifferentapproachesto copy structure
-Fourquestionsreadersneed answ ered
-Beats:from sub-head to sub-head
-Q & A

M odule 3 – T he H eadline:L ike a Stop Sign

-W hat’syourstory?
-Thepurpose ofyourheadline
-Core building blocksofyourheadline
-Tearing headlinesdow n and putting them back together– only better
-Q & A

M odule 4 -B ody C opy:Persuasion

-Five elem entsofeffective persuasion

-W riting in com pelling chunks
-Bulletpoints
-W hatto do to inspireaction
-Q & A
M odule 5 -E m ail:T o Sound Spontaneous

-Y ourpointoffocus
-W riting from the heart
-Inspiring yourreaderto take action
-Thepow erofautoresponders
-Q & A

M odule 6 -SubjectL ine:A K nock atthe D oor

-Thefacetsand anglesofyourm essage

-H ow long should a subjectline be?
-H ow asubjectline doesw hatitdoes
-Conceptualvsem otionalsubjectlines– and how they aredifferent
-Q & A

M odule 7 -U nseen Influence:7 PsychologicalT riggers

-Searching forpatterns
-Sim plerulesofthum b
-Thecentralroutevsthe peripheralroute
-Shortcutsand stereotypes
-Q & A