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Learn Web 2.0 Copywriting Strategies in an Evening of Enjoyable Reading

Posted By Jeff Sexton On July 14, 2008 @ 10:35 am In Improving Conversion,Marketing 2.0 / Web 2.0,Personas,Persuasive Copywriting,Persuasive Online Copywriting | 5 Comments

Want your website to sound open, uncontrived, and authentic? Keep reading! In our previous compendiums [1] on copywriting advice [2], most of the links to Roy Williams’ Monday Morning Memos [3] never made it into the post due to some kind of technical glitch. So to fix that, I started compiling most of my all-time favorite MMM’s that dealt specifically with writing.

Yet as I was compiling these links and re-reading the Memos, a central theme seemed to emerged: many of the Roy’s memos dealt with “The Feel of Real” and how to capture that in your copy – what many of us might call Web 2.0-style copy. With this in mind, I began sorting and grouping those Monday Morning Memos to further highlight this theme.

Read through this collection of Memos and you’ll come away with a sounder idea of the voice of “new marketing” than 95% of the folks hyping that term. And if you want the executive summary, just read the first 2 links in each category – and then let yourself get drawn into the other titles as they spark your interest. Either way, enjoy…

Framing and Understanding the problem:

The Death of Hype [4]

2008 Year of Transition [5]

Hello and Goodbye from John and Jane Doe [6]

Your Customer and You [7]

Tomorrow Has Come [8]

Pricing Value, and Saleability [9]

The Solution – How To’s

Targeting Through Ad Copy [10]

How to Make Your Ads Sparkle [11]

Ready Angle Frame [12]

Actions Speak Louder Than [12]

Facts vs. Value-based statements [13]

Counter-Branding [14]

The Solution – Advanced Techniques & Examples

The Future of Ad Writing [15]

Revealing the vivid unexpected [16]

Refer to an Unseen Action [17]

The Language of Shadow and Silence [18]

Magic Words [18]Can You Make It Talk? [19]

Mental Images, Emotions, and Word Associations

The Magnetic Power of the Mental Image [20]

Visual Images vs. Mental Images [21]

Magic Words [21]

Are you Normal? [22]

Peter Pan and Superman [22]

Why We Buy [23]

Persona-based Copy

The New Targeting [24]

Choosing Your Magic Words [25]

I hope this bit of reading has left you with a strong sense of what authentic, respectful copy sounds and reads like. Better yet, I hope you came away with some great techniques for producing this style of copy. Please feel free to add your own experiences, comments, and links via the comments section.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2008/07/14/learn-web-20-copywriting-strategies-in-an-evening-of-enjoyable-reading/

URLs in this post:

[1] previous compendiums: http://www.grokdotcom.com/2007/10/29/copywriting-101/

[2] copywriting advice: http://www.grokdotcom.com/2007/11/13/copywriting-101-part-2/

[3] Monday Morning Memos: http://www.mondaymorningmemo.com/?ShowMe=Home

[4] The Death of Hype: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1486

[5] 2008 Year of Transition: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1736

[6] Hello and Goodbye from John and Jane Doe: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1737

[7] Your Customer and You: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1648

[8] Tomorrow Has Come: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1721

[9] Pricing Value, and Saleability: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1616

[10] Targeting Through Ad Copy: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1565

[11] How to Make Your Ads Sparkle: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1702

[12] Ready Angle Frame: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1710

[13] Facts vs. Value-based statements: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1582

[14] Counter-Branding: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1558

[15] The Future of Ad Writing: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1598

[16] Revealing the vivid unexpected: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1649

[17] Refer to an Unseen Action: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1640

[18] The Language of Shadow and Silence: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1673

[19] Can You Make It Talk?: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1717

[20] The Magnetic Power of the Mental Image: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1511

[21] Visual Images vs. Mental Images: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1635

[22] Are you Normal?: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1414

[23] Why We Buy: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1651

[24] The New Targeting: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1639

[25] Choosing Your Magic Words: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1719

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