Turning Doubters Into Believers: Bella’s Copywriting Sample #1
Hello my lovely,
Welcome to my first explanation of my specialized writing skills, aka Copywriting. My goal is to get you to understand all online writing is not the same.
What is the difference between copywriting and (content writing) just writing?
Copy = Emotional written email/blog offering a connection to get you to purchase. Copy can also be in social ads or signing up for websites newsletters. This act is called a Call to Action - CTA. The CTA comes in the form of a “Buy Now” style button.
Content writing = Only information like sections of a website, an article, or a story.
My first example is turning doubters into believers.
Click on the link to open another page for a side by side view. Easier to read back and forth.
In a nutshell, I created a fake health and wellness fitness studio who’s looking to promote their latest fitness program. The studio kept it under wraps for a test run. Now, they are prepped to sell the program based on real testimonies for all age groups.
This example can be both newsletter and/or blog. It can be enhanced to a FB video with a CTA link to the blog.
Getting Your Attention In Your Inbox:
Or the first words you see reading a blog
What if you received an email from your fitness studio/gym promoting a new workout program? The email has in the title — concerns of winter weight in January?
Most likely, open it because you all ready trust the authority of your studio/gym. Plus, you might be worried about holiday weight.
Opening the Email:
You would be …. like what? You may skim or read each word of the email because you are curious. You see a new workout program with results from people you know.
Now read the newsletter example.
Judging the Email:
Think about it. Do you look at testimonies or reviews to see if this service is worth investing in? You sure did.
You just experienced doubt!
A totally normal and human thing to do. We value money and time. When we make a poor investment we feel it.
Investing in the Email:
Seeing testimonials can make the biggest doubter turn into a believer.
People want real stories and pictures to make an emotional connection. Turn a negative into a positive, not the fluff with stock pictures.
The Idea Grows:
The doubters turn into “Could this be me?” thoughts.
This is the path to letting go of doubt.
You are becoming a Believer!
Curiosity:
The email/blog will contain several “learn more”, “sign up today”, or “get started” buttons.
This is what makes copywriting—copywriting.
These button prompts you — the curious reader, to “act now” and purchase the service! Aka — Call to Action as we say in the biz.
How Do I Get You to Become a Believer —“Act Now”?
By connecting something deep inside of your brain to tick the emotional need to fix your desires.
You have to doubt before you can believe. How?
I tell you a story or two.
I trigger your emotional response of “that can’t work”.
I proved your testimony from a fellow doubter turned believer “Oh my that could work”!
Then, I add the CTA button to encourage you, the newly found believer, to purchase.
How Did I Come Up With This Idea?
I created the idea from my personal experience. I was overweight and didn’t know how to eat right in my late 30s.
Tracey Mallett, creator of the Bootybarre with Bella George, at a Bootybarre retreat.
Tracey Mallett Fitness is a business owner looking for clients just like you. She hired a marketer to create Facebook videos with a CTA for her new program.
Tracey had an idea for an online food and fitness program at home with a live support group. GENIUS!
The first video encouraged the first line CTA:
Sign up for her free newsletter.
Free educational video on the program.
A free 20-minute workout for two weeks!
Funnel to Purchase:
After the first video, a CTA button was placed to go on to the next 3 educational videos. Paired with the continuous free workout.
Doubter to Believer:
What did the videos provide?
Education—food and fitness together
Testimonials—real stories to relate to
Convenience — time is on the clients’ side
Call to Action Funnel:
You may not realize every email you receive is carefully crafted “to nurture” you. Laced with valuable info you want or need with the end result to buy.
Yes, you know the goal is to buy. The hard part is convincing you to do so.
It’s a funnel slowly tapping into your brain with each email, blog, or pop-up ad you see.
What’s the Goal?
To purchase the service.
Every business wants a sale. It takes a marketing team to create the path to make the sale.
What Happened With My Story?
I doubted until the very last day to sign up. Then I saw a video of a girl was just like me. Baby weight on, nothing was working, stressed over food. Just a pure hot mess.
I cried hard. I felt her pain and said, “Yes, I can do this!” — believer!
I invested $149 in the program to keep forever!
I dropped 9 lbs and 9.5 inches in 60 days! I submitted testimony and won the challenge! A free certificate training with Bootybarre!
It’s funny to look back. I was unaware I was marketing for free to future clients with testimonial videos and pictures for Tracey’s website.
So, that’s Doubter to Believer Copy Example!
If you have any questions about this style of writing—“copy”, feel free to drop a comment of email me.
Stay tuned for my next blog about —“Sour Grapes to Vintage Wine” style of copy.
Cheers and prayers,
Bella
