David Hooker’s Post

First: this is entirely about content/product marketing, not about the product/company itself. (I have downloaded it and think it's stunning and amazing, but that's beside the point.) Now: I don't think I have ever seen such absolutely brilliant website copy and value proposition handling than what ButterDocs is doing on their website. Generally, my now-lukewarm-and-generally-accepted-but-used-to-be-hot take on "What are websites for?" is, generally, "they're living brochures/billboards to show proof of life when someone is vetting the company mid-sales cycle." (Or, sorry, when they are in the ✨ BuYeR's JoUrNeY✨). So it says a LOT when I'm actually stunned at the master class of this website. If you read nothing else, go take a look at their site: https://lnkd.in/gCkrK-Hs Now, I think there are a lot of lessons to learn here in terms of framing and how we craft messaging and content. Here are a few things I about this site I love: 1. Addressing pain points immediately for the user instead of vague value propositions. It's not "This application will make writing and outlining go smoothly" (which every one of these applications claims it does). That's table stakes. ButterDocs goes granular: "Your current system gets messy when collaborating" or, "Watched by a herd of random animals while you're making edits" (or something like that). BRILLIANT. Specific. Visceral. Immediate. 2. Defining the audience and what exactly they'd be using this for and why it was built in the first place. (Who hasn't gone to look at a product or website and spent time asking, okay....but who is actually using this?) 3. Explaining the different features in each section through those defined pain points. Those features aren't superfluous or just thrown at you, they're framed exactly how you'd use them. 4. The GIFs that actually explain the demo natively embedded. YES. 5. The demo in the GIFs being fully fleshed out and (chef's kiss) on brand, building a document about butter....and the name of the company is Butterdocs.....gah! Bravo! BRAVO. Standing ovation! 6. Their values and high level mission in their About page is also really nice and well done, giving you a clear understanding of what they're driving toward so you, the buyer, can see if that's something you want to align yourself with now and in the future. Again, I'm not affiliated with ButterDocs in any way (though I do love the product now that I've tried it). I just want to point out really sharp, modern content and product marketing done well.

10 Steps to Writing... Great Copy that make your business growth 10X 1. Promote your product's benefits The benefits of your products present value to your customer. However, benefits are not features. Benefits are improvements to lifestyles while features are the mere attributes of the product. 2. Reveal your competition's weaknesses Now, it's also helpful to know what sets you apart from competitors. How do competitors fall short? Why would buying any other product be a mistake? 3. Know thy audience Don't just write to the world, understand your primary target audience. What is their age range, interests, hobbies, job preferences, income, etc.? Knowing these things lets you place your ad copy where it makes the biggest impact. 4. What's in it for me? Discuss on what needs your product fulfills for your target audience. 5. Focus on "you," not "we" Don't tell then how great you are, talk about the things your audience cares about. Focus on them, their day to day grind, their pursuits and concerns. When you demonstrate how well you understand them, they trust you more. 6. Understand your medium When you're creating ad copy, understand the medium you're using. The layout and audience of different mediums should dictate the wording for your ad copy. 7. Avoid technical information Don't dive into the super-detailed technical information that only an engineer or developer could actually appreciate Focus on the benefits, the possibilities, applications and other qualities of your product that matter to your target audience 8. Use a call-to-action Don't just share information, encourage your target audience to act by including a compelling call-to-action. Something along the lines of "Act now!", "Hurry!" or "Order yours today!" are examples of strong calls-to-action 9. Don't be risky Don't make claims that you can't back up. If you start promising things that aren't really accurate, it can always come back to bite you in the butt. Be accurate and honest with how you describe your product 10. Proofread, proofread, proofread Always proofread your copy. The last thing you want is to run an ad for the first week and realize you made a typo. Not only that, you want to make sure the language you used was the most effective, compelling language you could have chosen.

Writing effective website copy is essential for any business. Luckily, there are some guidelines to help you get started. Check out this blog to find out more. @wearearticulate

CS: “It’s an electronic device, did you expect it to use it forever?” Me: “Not forever, but since I paid $1500+, I was hoping it would last at least 5 years.” CS: [Silence] “Sir, this is a paid service.” Me: “What about the others online and at your service center with the same issue?” CS: “People say all sorts of things online... you shouldn’t believe it.” Me: “So, your ads promising 'sturdy and reliable' are... just creative writing?” CS: [More silence] “Sir, this is a paid service.” Me: teri ******* A couple of years later, upgraded to their latest and greatest. Let’s see if this one has a better storyline. Lesson learned? Sometimes paying more doesn’t guarantee reliability. But hey, at least the ads are convincing, right?

Get to it is the rule in content marketing, connecting readers as quickly as possible with the information and advice they're seeking....

Investing in your copywriting skills is the best marketing investment you’ll ever make. Why? Because almost every type of marketing needs copy - websites, social media posts, emails, blogs, video scripts, brochures, direct mail - they all need words. Because you can't always get someone else to do it for you - are you really going to pay someone to write every single post and email for you? What if you need it urgently? Because it will stop you getting ripped off - how do you know if the marketing someone else is doing on your behalf is any good if you don't understand the elements of good copy? Because copywriting is about so much more than just putting words on a page - you'll improve your sales and communication skills as well. Because you'll get better results - you'll attract and convert more of the people you want to do business with.   I could go on, but you get the point.  So if you haven't signed up for my FREE Get Copy Confident email course, what are you waiting for? https://lnkd.in/d_fvE-nT Let's Make Your Copy Count. https://lnkd.in/eKNccNhQ

10 Steps to Writing... Great Copy that make your business growth 10X 1. Promote your product's benefits The benefits of your products present value to your customer. However, benefits are not features. Benefits are improvements to lifestyles while features are the mere attributes of the product. 2. Reveal your competition's weaknesses Now, it's also helpful to know what sets you apart from competitors. How do competitors fall short? Why would buying any other product be a mistake? 3. Know thy audience Don't just write to the world, understand your primary target audience. What is their age range, interests, hobbies, job preferences, income, etc.? Knowing these things lets you place your ad copy where it makes the biggest impact. 4. What's in it for me? Discuss on what needs your product fulfills for your target audience. 5. Focus on "you," not "we" Don't tell then how great you are, talk about the things your audience cares about. Focus on them, their day to day grind, their pursuits and concerns. When you demonstrate how well you understand them, they trust you more. 6. Understand your medium When you're creating ad copy, understand the medium you're using. The layout and audience of different mediums should dictate the wording for your ad copy. 7. Avoid technical information Don't dive into the super-detailed technical information that only an engineer or developer could actually appreciate Focus on the benefits, the possibilities, applications and other qualities of your product that matter to your target audience 8. Use a call-to-action Don't just share information, encourage your target audience to act by including a compelling call-to-action. Something along the lines of "Act now!", "Hurry!" or "Order yours today!" are examples of strong calls-to-action 9. Don't be risky Don't make claims that you can't back up. If you start promising things that aren't really accurate, it can always come back to bite you in the butt. Be accurate and honest with how you describe your product 10. Proofread, proofread, proofread Always proofread your copy. The last thing you want is to run an ad for the first week and realize you made a typo. Not only that, you want to make sure the language you used was the most effective, compelling language you could have chosen.

Does it happens with you! When you are writing a good copy on a product, and you find it's going out of track. I was practicing to write a copy landing page and email copy on a product " Black Socks ", it was all going good after reading and writing 10×, still not satisfied to it. Again chabged the whole structure, Now it finds good to go! ---------------------------------------------------------- P.s. Read your copy and rewrite it , do this again and again untill unless you find it better as it's your product #ecommercemarketing #ecommercegrowth #copywriter

Choosing what you like over what works can make your copy ineffective. These could be some problems: 💎Sticking to what's comfortable: Using the same templates, phrases, structures… Will lead to the same results over. We all know this. 💡Are you afraid of A/B testing in your campaigns? If you don’t, you’ll be walking in the dark. 💎Your copy reflects your view and not your audience's needs: If you're not researching, you're just guessing. Get to know your audience. 💡Focusing on features and not benefits: It's not about what it is, but what it does for them. Flip the focus. 💎Ignoring the call-to-action: A compelling CTA is your endgame. Don't leave your readers hanging. 💡Skipping the follow-up: If you're not following up, you're missing out. Engagement doesn’t end with the first click. 💎Forgetting mobile users: If it doesn’t read well on a phone, you’ve lost more than half your audience. Keep it mobile-friendly. 💡Disregarding feedback: Feedback is gold. Ignoring what they reply means missing out on improvement. 💎Resisting clarity for creativity: Being clever is fun, but clarity wins. If they don’t get it, they won’t want it. What is something you've struggled with when writing copy?

Do you write text for your business? Text that shows up as things like social media posts, emails, website content, brochures, articles. Short form or long form. Digital or in print. Casual or formal. If the answer is yes, what have you found valuable to help you improve the quality of your text content? Here's an article about a book I feel is extremely helpful. I'd love to hear what resources help others. If you've also used the book mentioned in this article, I'd value your honest opinion of it. https://lnkd.in/dtGhCVjC ~ Sarah