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Content Strategy and Persuasive Copy 

Content Strategy and Persuasive Copy

 

 
 
Tags:  turbotax  contentstrategy  persuasive  csconsortium  ia  strategy  copy  content  iasummit2009 
Views:  195
Published:  November 28, 2010
 
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Slide 1: (Persuading the Client to Love Your) Persuasive Copy Content Strategy Consortium Memphis, TN March 19, 2009
Slide 2: Content Strategy -> Persuasive Copy: Optimizing content to drive conversion 1. Most clients don’t care about CS 2. But there is no PC without CS 3. Back into it. Two approaches: • • Preview their online materials (established) Coffee talk (start-up)
Slide 3: 7 Talking Points: Benefits + Reasons to Believe = Persuasion 1. Priorities of page in balance? (Business objectives and customer objectives) 2. Benefits and features? 3. Appropriate for the audience? (Situational + type of shopper) 4. Persuasive, take-action headlines? 5. Is it easy to take action on every page? 6. Any useful content? It makes you the expert. 7. 3rd parties build credibility (reviews, testimonials, awards, brand partners, etc)
Slide 4: Client Exercise: to make it, and how to deliver it HIGHEST Helps determine what to write, how prominent Audience •Key demographics •Unique pain points •Unique situations (life or job) •Type of shopper/surfer •Potential concerns/skepticism -- who are they comparing you to? Benefits •Whatʼs in it for me? •What pain does it solve? •How does it make things (easier, richer, more fun, more beautiful, etc) for the consumer? BIG Business Goal Priority to Biz/Consumer Features •Key differentiators •Specifications •Whatʼs included •Whatʼs needed •How much it costs Reasons to Believe •How it works (technical breakthrough?) •How long itʼs been around •How many people use it •What people are saying about it (consumers, peers, partners) Primary objectives LOWER
Slide 5: People Are Persuaded Differently: Knowing how your audience shops helps organize and deliver content Spontaneous •Impulsive •On a mission •Scan headlines and click fast •Power shopper •Make decisions quickly Practical •Systematic •Researchers •Bargain hunters •Rational •Read every word •Charts Emotional •Need safety, comfort, reassurance •Relationships •Like community support •Photos of people Explorers •Recreational surfers and shoppers •Browsers •Gatherers •Suggestions and combos Make it easy! *resources available
Slide 6: Example Execution: Salesforce
Slide 7: Example Execution: TurboTax
Slide 8: Example Execution: Mint
Slide 9: Measuring Results Content strategy planning for copywriting results in: • • • • • • Lower development costs: less revision for writers, developers, designers More satisfied clients -- they see the whole picture and know why we’re recommending certain steps (such as organization and delivery) Guidance for IA and designers Automatic testing plan in place Clear goals are easy to measure (big goal + objectives) to show ROI And … more persuasive copy!
Slide 10: Questions? Shelly Bowen shelly@shellybowen.com Twitter.com/shelbow

   
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