Lessons
Copywriting for Crafters Intro
03:58 2One Step Away from the Sale
14:26 3Surprising Mistakes That Cost You The Sale
18:06 4The Harm of Title Stuffing & Using "I" or "My"
32:59 5Content Marketing vs Copywriting
13:17 6Stick to the Selling Points
16:37 7The 8 Primary Customer Needs
30:36 8Why Aren't They Buying?
17:04Lesson Info
Master Your Copywriting
So now it is time for us to bring it all home. We're going to talk about how to master your copyrighting howto address your customers, hesitation and drive that sale so we have covered common and surprising mistakes. We shared some of the samples from here in the studio audience. We've talked a lot about what not to do. We talked about how to get customers to your less things from wherever that else they may be online. So it's time now for us all to do some copy writing, we learned a lot of complex ideas here today covered all the hard stuff, and now we actually get to apply it. So there are three key elements three different sections to effective copy each of the following key out elements should get a paragraph in your listing so after I explain what each part does and why it makes effective copy, I'll bring it to life for you. Using our examples, the formula starts with key element number one, and that is the what your product listing is going to start out with the features what it ...
is, what it's made of what it measures this section also needs to be keyword rich remember it pulls your search engines are pulling from this paragraph, and you want to be sure to use a nice mix of key words as you're writing him I like to call my product one key word in the title, and then use a different key word down below in the listing, so I might call it a yoga bracelet in the title. I'll call it an energy bracelet down here that does not throw the customer too much, it helps flow through there, and it also makes the con the actual product, listening a little bit more rich for search engines. It's a great way to add in extra key words without confusing the buyer shopping. So when writing your listing, you need to keep in mind this big question your customer is asking what's in it for me. So for each element of copyrighting we cover, I'm going to point in what your customer wants to know from you when you're actually at this part of your listing for the what your customer wants to know, how big is this product? Can I get a sense of scale? What is it made off? Is that quality? Is it going to be long lasting? What exactly am I getting for the price he element number two is the why? And in this paragraph, you're going to cover the benefits of the product? More importantly, this is where you're telling your customer here's what's in it for you imagine every sense you right? Either advances the sale or diminishes it we've been talking about this all day long here either making your customer hotter toward the cell or colder the customer here in this section wants to know things like what is this product going toe add to my life what's it going to look like in my life how will it feel toe wear the product or have it in my home how will I benefit from this purchase after I make it and this also is going to be the most important section you write it's the one that's going to matter the most to your customer used the y section to help the customer imagine the product in their life their mental dressing room describe the results the customer can exit act and how the product will produce the benefits that they seek a lot of note taking here since why I'm getting here here honey a few minutes between the key element number three is the how and this is a brief summary of your credentials and your business practice why should the customer stopped looking the how answers what's in it for me even further by backing up the promised benefits in the previous paragraph with a strong brand statement it reassures the customer and guides them through the checkout process now that's just a brief overview of the copyrighting formula and you'll come to know it well because we're going to repeat it through the examples that we've used here today and then expand on that, so the three key elements again are the what the why and the who before we start rating actual listings, I want to discuss the flow and the imagery you want to create the things you want to keep in mind as you write first the flow this is conversational writing, but it's a little more structured than content marketing you're copyrighting is a sales conversation so it's naturally going to take a more serious tone and there's a definite ask somewhere in that listing it's important that your customer understands and that you're writing explained what's on offer number one what's on offer and to what you're asking them to d'oh what's on offer and what you're asking them to d'oh the product listings is the place to be authoritative and direct. It's okay, tohave a sales pitch here the customer came to you because they're ready to buy the customer wouldn't even be viewing the product listing if they didn't have an interest, and they weren't feeling some kind of feeling some kind of way, like enticed to purchase that product. So you need to help the customer on this in the product listing by actually selling your well where's you need to actually do some selling here ultimately, the flow, as we've discussed before, is this is what you want this is what you want. This is what you want check out now, because this is what you want, and it here is where you really want to own that sale. Drive it forward. The second thing you want to trust your listening to do for the customer is to create a mental imagery for your buyer, so remembering that your customer always tries the product on in their mind. First, we're going to use visual words to help that process visually charged words join the customer in their mental dressing room, so certain adjectives produced strong mental imagery. As soon as you hear them, I just want to give you some a few examples on that notice, as they say these words, the visuals that they create for you, wispy you've got wispy, has a very wispy, visual glossy, chequered, buzzy, delicate, crisp the's words are actually producing. If I used them to describe a product that was relevant, they will really help you imagine that when I put them. When I give those words to you, you use them to create something in your mind. So in went when you your workbook contains a visual word bank so an entire page, full visual words and imagery it words that stimulate imagery for your customer are in that copyrighting workbook. So let me bring this delights and an example I really I feel like I've been waiting all day to show you this example right here I love this example so let's imagine I have a pair of stuffed owls for sale and I in my product listing I say I so these toy house from cotton and then hand embroidered the details so what are you picturing? I saw these out toyota's from cotton and then hand embroidered the details your mind sees me somewhere out of sewing table actually working with the product I brought you there I am the focus of this mental picture I'm the focus if the picture is he if the product is here at all it's faded to the back it's in the background ah blurry background as if I've been take it somebody took a picture of me with a fifty millimeter lens and I am the focal point and in the blurry background somewhere there's a product it might be too stuffed out nobody sure right? It's not doing its job as a listing this is sleepy and self involved and this is this is exactly how most of us write online when we're learning to write product listings and it's a big mistake your customer came to your product listening to know more about the products so we need to bring that product up into the forefront this is a more visual description these colorful brown and pink owls are made of crisco cotton with pretty little details children love to touch why that works colorful brown and pink out you immediately get a con color contrast whenever that pulls up a bold color contrast chris cotton chris cotton and I'm thinking durable fresh I can almost smell it it's crisp it's cotton children love to touch when I'm looking at toys and you say that to me I think of little fingers handling a product and just the child just loving to touch every little detail on those house the listing goes on each buzzy felt heart his hand embroidered for a truly truly unique toy your child will treasure four years fuzzy felt heart you immediately understand what I mean you all picture that right in your mind because he felt heart I can't not picture that your child treasured for years your child will treasure for years and I just brought bells owls into your home adored by your child we all have that memory of either ourselves or child we know just loving a stuffed animal to its death you know just loving it and feeling like it's precious saving it throughout childhood loving it so one sentence in copyrighting spark that feeling for your product as you can see this is a very customer oriented description about the product it joins the thoughts that your customers having and then enhances that picture for them
Class Materials
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Ratings and Reviews
Bundle Wade
Without being intimidating, Lisa Jacobs is powerful and articulate in her delivery. Her dedication, expertise and warmth are evident in each session. Throughout the course, Lisa reminds us that our customers—both potential and current—are flesh-and-bone people. Therefore, the content and copy writing on our websites must show the same careful attention we would exhibit in face to face interactions. In my opinion, some of the most salient course features are: the explanation of the distinction between content and copy writing, the marketing umbrella and its application, and of course, useful tips and real-life examples on how to write good, attractive content and item descriptions. Overall, this was my favorite class from the "Increase Your Holiday Sales Seminar." I happily recommend it without hesitation to creative business owners offering products or services.
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This course is so helpful and well worth the money. It's broken into sections making it easy to do in parts and so easy to follow Lisa Jacobs. Lisa explains it so effectively making it so easy to learn and a pleasure to listen to. There are great questions from actual Etsy sellers and a complete workbook to fall back on. Great course and highly recommend it. Many thanks Lisa Angela
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I'm already on the next to the last segment. Having just purchased this class last night. Thanks to the referral by Dan Safkow of "Making it on Etsy". As I mentioned to him today- "Lisa's Creative Lab class is GOLD. Best $ I've spent all year- AND last year". ~So, I'm treaking all of my online shop's listings. Yay! I'm also glad to learn about (and take advantage) of the amazing resource for folks like me, and the crowd I run with --> CREATIVElive in general.