By Mark Browner
Jun 3, 2011
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The first session of the last day at Optimization Summit was a Keynote Address from Dr. Flint McGlaughlin. According to McGlaughlin, when it comes to crafting effective copy, clarity trumps persuasion. In order to create clear copy there are 3 steps that should be followed:
Step 1: Get clear about your Value Proposition
The value proposition is the substance; the copy is the form. The value proposition, not the copy, does the persuasion. To understand value proposition you should ask yourself the following question:
“If I am the ideal customer why should I purchase from you rather than any of the competitors?”
This is what drives everything we do in marketing.
Step 2: Follow a framework that matches the sequence of thought
Exposition: (Headline) gets visitor into the first paragraph
Rising Action: (1st paragraph) gets the visitor to the conversation
The Rising Action: Consists of the following elements:
The Climax: The call-to-action (must be clearly visible and imply value, immediacy and urgency)
Resolution: Confirmation and Thank you pages
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