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Intro:
Margo Aaron takes a stance against manipulative copywriting. She reveals the difference between persuasion and deception to teach you how to convince your buyers without lying. You'll understand why the most effective copy is generous, and why being direct, clear, and kind beats being clever, boastful, and loud.
Some Valuable Takeaways:
Understand What Marketing is NOT. Marketing is NOT trying to make someone do something they're not wanting to do. It's about helping someone do what they're already wanting to do.
Your Copy Needs to Create Tension. Everyone is lazy by default. In order to get someone to take action, you need to create tension to overcome the inertia in order to inspire action. This tension can be in the form of consistent reminders, deadline, urgency, scarcity, curiosity, social forces (telling them their friends are doing it), etc.
Know Your Competition. You're not competing with similar products/services. You're competing with your prospects' inertia.
Ads Don't Have to be Annoying. They wouldn't be if you're selling to people that are wanting/needing what you're offering.
Be Empathetic. Understand what your prospect is thinking. The best copy blends into the conversation that's happening inside the mind of your prospect, meeting them where they are, and generates the tension required to trigger him/her to take the desired action.
It's NOT About You! It's not about what YOU have to say. It's about what someone needs to HEAR.
Observe the Rule of One. You're only ever writing to ONE person.
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