Copywriting can make or break your marketing campaign. Writing headlines, ads, landing pages, blog posts, and emails requires creativity and skill. It can be hard. Sometimes you just need a place to start instead of staring at a blank page. Luckily there are some clever resources and tools available to help you be the best copywriter you can be.
Instead of staring at a blank piece of paper, use AI to jumpstart your copywriting or get your brain moving in a new direction.
It adapts to your feedback. As you "like" the copy that is produced, Copysmith.ai will learn your preferences when you generate additional copy.
As with most AI copywriting tools, it does not replace an actual copywriter. But it is a great place to start, especially if you are stuck and need to jumpstart your brain. The output still needs editing and reworking to make it excellent marketing copy.
30% Discount: Use code REVgabba. Jasmine Wang, the builder of Copysmith.ai, was kind enough to offer a 30% discount for 3 months to readers of Scrappy MarTech! (I am not compensated in any way. Just passing this along to you).
Copy.AI: Features headlines, ads, pain-agitate-solution, emails subject lines, name generator, idea generator, growth ideas.
Headlime: (not a typo! It's headlime). Templates for headlines, survey questions, social media, CTA buttons, ads, microcopy, features, livechat, popups.
A "swipe file" is a collection of marketing examples used for inspiration for your own creativity. Save the headlines, emails, ads, landing pages, and marketing that inspires you to your own Notion page.
1. In Notion, create a new page with "+ Add a page".
2. Name your page "Swipe File" and select the "Gallery" option under the database section. This will create 3 sample pages that display as a Gallery on your Swipe File page. These will eventually be your marketing examples.
3. Delete the sample pages by clicking on the 3 dots ... in the right-hand corner and selecting Delete.
4. To create Tags for your examples, go to Properties and switch on the Tags property. You can use this to categorize your examples: Email, Headline, Landing Page, Pop-Up, Classic. Whatever works for you. You will be able to sort & filter by these tags.
5. You can customize your Swipe File page by adding an icon, cover image, and description. Hover over the Swipe File title on the page and you will see these options appear.
6. To add marketing examples that inspire you, click "new" within the Gallery. Add your title, tags, and comment about what you like. Copy an image or link to the page of your example.
7. Pretty soon, you'll have a wonderful gallery of the marketing that inspires you. You can sort and filter. You can search. You can share with others.
Use Notion Web Clipper to save web pages directly to your Notion Swipe File page.
A great resource for direct mail is Who's Mailing What. Terrific for seeing what others in your industry are mailing.
Google PPC Ads require a special type of copywriting. There are format constraints, character limitations, and response considerations. It's tricky. Here are the top tips for constructing the best ad copy for Google PPC.
Your headline is the most important component of your ad. Common rule of thumb is that 80% of people will read the headline but only 20% will read the rest of the ad.
Your headline should:
The second most important component of your ad is the call to action. You must inspire action. "Click here" is boring and not very inspiring. Some ideas:
For each keyword, think about what the searcher is looking for and let them find that in your ad. Someone who searches for "fix my car" sees 2 headlines:
Instead of Ad 1:
Try Ad 2:
"Your car fixed by 5pm today!"
The first headline is just restating their problem, but doesn't give them what they are looking for. The second headline gives them an answer.
Search term: "Best CRM"
Ad 1: "We are the Best CRM Software in the Industry"
Ad 2: "Best CRM. Rated Top by Our Customers"
Ad 3: "You Decide. Compare the Top 5 CRMs right here"
Although Ad 1 and Ad 2 show "Best CRM", the searcher is probably not looking for people who claim their software is the best. They are probably looking for reviews and comparisons, more like Ad 3.
Testing shows that when you reflect the search terms that the person enters into your ad, you will get a higher click-through-rate. Match the specificity of the search. For example:
Search term: Dog food
Ad: Dog Food For Your Best Friend
Search term: Dry dog food
Ad: Dry Dog Food For Your Best Friend
Search term: Dry dog food for old dog
Ad: Dry Dog Food For Your Old Dog
Make it about them, not about you. Stay away from "we", "I", "us" and focus on "you".
Ad 1: "We mow your lawn"
Ad 2: "Your lawn mowed today"
Google Pay-Per-Click Ads are exactly that - you pay for every click regardless of quality. If you can filter out unqualified leads before you spend any money without losing qualified leads, you are going to have a better ROI.
Instead of Ad 1:
"Get Cash Now!"
Try Ad 2:
"Cash Now for Home Owners!"
Depending on the industry, mobile traffic is a significant portion (52%+) of web site traffic. When you are writing ads, ensure you preview them for mobile devices. Many headlines that look great on desktop fail on mobile. Do you want call-in leads? Make sure you add a "call now" action on your ad.
Try these quick tips on your ad copy and see if they improve your results:
Most importantly, test your ad copy. No matter how great you think it is, it needs to get results. Make sure you focus on the right metric to optimize. Google wants to optimize for click-through-rate (more money for them). But most marketers want conversions, not just clicks. Measure and compare your cost per qualified lead & cost per sale by ad copy to find your winner.
Marketing is about trust. There may be some dirty copywriting tricks that work short term, but it won't be the key to scalable growth. If it feels dirty, it probably is.
Here's my personal checklist to keep my copywriting ethical:
Native English speakers know it is proper to say "a cute little purple dog" and not "a purple cute little dog". Or "great big blue ocean" and not "blue big great ocean".
It's the thing we do and don't even know it. According to Mark Forsyth's book "The Elements of Eloquence", adjectives appearing before a noun appear in the following strict sequence: opinion, size, age, shape, color, origin, material, purpose, noun. Even the slightest attempt to disrupt this sequence results in the speaker sounding just...off.
Grammar is so strange! Anyway, I'm off to locate my "beautiful little old circular red French wooden knitting needle".
Copywriting is enjoyable when you love the topic. Lucky me, I love writing Scrappy MarTech every week. It is such a joy because I love to share the tools, tips, and tricks I have learned with you.
Is there anything you want to read about next week? Let me know!
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Happy Scrappy Marketing!
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