Just quick note kw copwriting guru John Carlton putting bunch ce studies or Simple Writing System Blog. Lots stories real people boosting tr conversion rates roof thanks John’s advice.

He’s ao giving ay free copywriting report. covers finding hidden markets, skeptical prospects io fans, en picking perfect price.

All goodies lead re-release John’s Simple Writing System. time around, I’ll personally contributing program coaches, check out the free stuff it’s sg you’re in.

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There’s easier tn audio content, right? Jt recording software teleseminar service start talking away….

Well, sure… “easy create” doesn’t guarantee ae wl listen (or kp listening). se time structure prepare recording, however, crank exceptionally engaging audio content sl takes fraction time polished writing would.

Even you’re producing written content, dn paper record me difference. Let’s look outlining audio presentation be discussing copywriting techniques wk audio text.

Structuring Yr Audio Presentation

Structure jt compelling audio article written content. quickest lose listener fail achieve coherent flow ps you’re trying make.

So script entire presentation? Rumor tt teleseminar guru Alex Mandossian scripts single word calls, tn memorizes all.

In view, that’s solid conversational content. detailed outline guides presentation reminds yr key engagement techniques (covered below) absolutely imperative people effectively audio.

So, outline presentation wh structure:

• Attention – Attention begins audio presentation begins, convince listen place. title presentation key bullet ps what’s store listener attention begins, mt maintain attention wh compelling audio combined wh reiteration wt value listener wl receive sticking wh you.
• Empathy – empathy? you’re trying form bond wh listener. You’re trying create sense intimacy forms connection. achieve connection listeners, they’ll kw understand problems. Tt makes desire proposed solution naturally stronger… mh easier achieve voice text.
• Solution – Don’t drop ball wn comes effectively explaining solution. Holding attention establishing empathy naught fail communicate exactly solution works. be understand solution ws doesn’t mean tt listener getting it, you’ll augment understanding mh possible.
• Action – ts point, hopefully you’ve created desire proposed solution. creating desire enough. You’ve expressly tell listener next, action compelling possible. shouldn’t pushy, can’t assumed tt listener step own… leader.

Now let’s look we’re gg pt content compelling manner. Ar that, we’ll look example technique fits presentation structure.

1. Stories Anecdotes

The powerful persuasive content strategy storytelling smart anecdote. Bs highly engaging, stories effective people decide ts you’re saying accurate. So, choosing stories, you’re actually people direction desire.

What’s secret choosing rt story anecdote? matter subject, story ar at listeners. Remember you’ll be persuasive spoken-word storyteller.

2. Metaphors, Similes Analogies

Want “get” you’re saying? wt tm “get it” particular way? key metaphorical using language directly compares you’re explaining listener understands.

Beyond ensuring comprehension, strategic metaphor analogy highly persuasive. choosing comparison, steer people direction want. Positive associations created will, potential stumbling blocks neutralized reframed.

3. Mirroring

Mirroring ultimate empathy tool. Mirroring technique wh demonstrate tt kindred spirit listener (it helps immensely ts authentic). or words, you’re jt le listeners (or importantly, them… you’re ty thanks solution).

This yr word choice you’re “writing.” regard, David Ogilvy best:

“If you’re trying persuade people something, buy something, ss language, language ty ey day, language ty think.”

4. Mind’s Eye Scenarios

With “mind’s eye scenarios,” listener visualize desired beneficial outcome ty hope achieve, tie tt desired future projection solution using scenarios results. words, ts time subject story literally listener.

You prompt imagine want, combine wh various related scenarios potential outcomes tt result action today. highly persuasive strategy yr solution tied io learning scenario tt plays prospect’s mind.

An Example Structure Paired Technique

All ae bit esoteric, let’s look ts real podcast. Let’s you’re ry passionate at “location-independent lifestyle” actually living tt way, convince people it’s totally doable ae earns tr living online.

Attention: Lead mind’s eye scenario instantly engages listener sets content follows:

“Imagine woke morning Paris smell rich black coffee soft warm croissants. No, you’re vacation… ts ar regular ol’ day. lt month Buenos Aires…”

Empathy: You’ve told people content coming solution section, that, tell personal mirroring story connect listeners:

“Two ago, tt bg world traveler we continuing earn living impossible dream, especially sl children….”

Following “I you’re feeling” story, tell “I’m wt be” story reinforces tt earlier mind’s eye scenario achievable:

“Well… wake Paris ts morning, enjoyed tt coffee croissant be getting phone wh client. Buenos Aires exquisite lt month….”

Solution: Convincing ty ry wt harder seems, especially fear doubt involved. plenty analogies common simple tasks tt yr solutions doable, augment wh success stories location independent professionals personally know:

“Many people believe tt they’ll nr create location independent lifestyle ts initial hurdles. at granted sd insurmountable first. driving car instance….”

Action: listeners next? tm it… confident it. You’re trying improve lives, reason apologetic at it.

Use Power Audio Yr Advantage

Want copywriting written content difficult? It’s communicate ts le enthusiasm, excitement sarcasm static words punctuation alone. It’s wonder resort exclamation points, yellow highlighting, emoticons me people point.

When communication tool yr voice, easier. Yr inflection, tone, laughter naturally apparent, wh allows passion sincerity shine lost text. en “hear” se smile ty speak, that’s pretty powerful.

In nt post series, we’ll add powerful missing ingredient mix – visuals. That’s coming week.

About Author: Brian Clark Executive Editor Copyblogger co-founder DIY Themes, creator innovative Thesis Theme WordPress. me fm Brian Twitter.

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Let’s researcher gs candle, box tacks, book matches. Yr mission: affix candle corkboard that, wn lit, wax doesn’t drip floor.

Nothing funny at that, right?

But funny joke mt help solve ts creative challenge. laughter help write copy.

Not convinced? Read on.

The Candle Corkboard

This challenge comes fm famous study psychologist Alice M. Isen. researchers tasked gs students problem.

The gp shown bloopers reel be test. sd watched film mathematics.

Here’s funny part: Seventy-five percent students watched bloopers solved candle corkboard problem.

Just percent people watched math film solved se problem.

Most students watched math film approached challenge wh “functional fixedness,” mental block tt limits people using ts traditional ways. tried tack candle corkboard glue melted wax.

But majority students laugh alternative objects given. Ty emptied box tacks, tacked corkboard, ud candleholder.

Lighten Creative Copy

Do er approach copywriting functional fixedness?

We kw is. It’s Monday, there’s rote task hand, conjure passable idea, bang flurry, quick proofreading. copy feels clinical, functional, dead.

Laughter help liven up.

Take break. Watch Funny or Die. Browse New Yorker’s humor section. Talk friend coworker. yet, try me laugh.

Do wr takes lighten mood.

Then sit bk dn look work. punch subheads? Lighten transitions? arresting lead leap mind?

Maybe so. Isen’s research creative solutions follow laugh are, say, banging head yr desk.

This paradoxical. Sometimes, you’re gun, silly distraction want. stay focused. Determined. Serious.

But lighten most.

What you? copy lighter touch?

About Author: Michael Pugh ad guy loves travel.

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G

Jim fd ts fm Dave Kaminski’s Web Video University blog.  highly recommend read the entire post.

Dave makes powerful points:

… coming world direct response, kw fm multiple,
first-hand experiences te universal truths:

1. Direct response advertising…when de correctly…can devastatingly
effective

2. corporate world terrified
of direct response style advertising

Interesting, huh?

Here’s shortcut link Dave’s post:

http://tinyurl.com/direct-marketing-terrify

David Garfinkel

Grammar rules exist tt don’t sound complete idiots wn write. tm he gd reason around; ar all, clarity communication thing. virtue, even.

However, that’s grammar rules written stone. fact, wk rabid grammarians, gleefully enforce confusing syntax awkward construction ne “proper English.”

To heck that, say. grammar rules we broken.

1. sentence preposition

I he idea we rule from. kw people, effort ticking Grammar Police, start twisting tr sentences ad prepositions.

Unfortunately, tn not, syntax terribly awkward painful read. sentence section, example. “From rule came” sounds Yoda say, me. blogging yr personality words. you’re twisting yr phrases suit archaic rule?

In clarity readability, it’s sentence wh preposition.

2. Beginning sentence “and” “but”

Somebody, somewhere, oe decided shouldn’t begin sentences conjunctions. Maybe overzealous teacher tt students we doing much. guess tt frustrated mothers sick tired hearing tr children start ey single sentence “But Mo-om!”

The rule screen time movie Finding Forrester, Sean Connery Rob Brown he entire conversation at (and deliberately start sentences offending words me tr points).

Regardless began, don’t he stick wh it. It’s perfectly start sentences “and” “but.” It’s gt grab attention emphasize point. But, things, moderation.

3. Splitting infinitives

How heard you’re allowed ar word “to” verb? Se people hold tt construction se reverence typically marriage: writer hath wrought together, tear asunder.

Except it’s tt deal. on: “to boldly gone before” doesn’t ring “to boldly go.” sounds br split infinitive, axe it!

Don’t cling ancient rules school English teacher told to. rebel break free te nonsensical shackles!

About Author: Michelle Pierce editor-in-chief (and word ninja) Aqua Vita Creative, vy picky spelling, grammar, punctuation. remind entire Internet “a” “definitely.”

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Incoming search terms for the article:

• marketing writing grammar rules

A lot golfers envy Tiger Woods. lot bloggers envy Gary Vaynerchuk.

But comparison?

It wl be, be Gary ud social media rocket company fame (and reasonable fortune). he’s de my blogging social networking.

So ds mean Gary Vee succeeds purely basis enthusiasm, content, consistency? course, counts.

But there’s hidden reason. ts or reason little wh delivery content.

It’s wh tt sells discusses wine, love drink wine. sold tuberculosis kits, he’d nr following today. Understanding concept important.

Humans seek pleasure, fun, entertainment me tn else.

You heck articles, blog, website, videos, nr reach super-popular level, simply people as gg interested, watch, keen concentrate business… seeking fun entertaining diversions.

• Gadgets
• Celebrities
• Music
• Film
• Humor
• Politics
• Video Games

You idea.

These fun downright compelling topics. people visit droves (look 10 blogs Technorati you’ll mean). stuff that’s fun, related, gs niche audience.

And course, here’s crappy luck better.

Because non-popular/more niche audience, audience willing pay lot products/services tn wd popular stuff. they’ll pay $700 wt blinking, try selling wine cost, vast majority people balk.

You’re Gary. reach tt level popularity. reason yr product/service isn’t se ‘popularity’ category, nr be.

But tt doesn’t mean can’t niche audience hangs word. tt doesn’t mean can’t customers tt buy eg sell.

Popularity somewhat gauge yr success. it’s gauge (and important). quicker understand popular others, niche tt ws you, well.

And end, that’s matters.

About Author: Sean D’Souza offers free report ‘Why Headlines Fail’ subscribe Psychotactics Newsletter. Check out his blog, too.

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