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Magnetic Copywriting
Magnetic Copywriting
Magnetic
Copywriting
For People Who
Understand
The Importance
Of Marketing
Welcome to
Magnetic Copywriting
The Ultimate
Copywriting Training
for People who Understand the
Importance of Marketing
Table of contents
Contents
Welcome to Magnetic Copywriting..........................................................................................2
Your Presenter..............................................................................................................................7
Why is Magnetic Copywriting Imperative..............................................................................8
Objectives....................................................................................................................................10
What can Copywriting be used for?........................................................................................11
Other Trainings available..........................................................................................................12
Who will get more value from this training?.........................................................................13
Get the best from this training.................................................................................................14
Agreements.................................................................................................................................15
What is this training about.......................................................................................................16
Social Introduction.....................................................................................................................17
Elevator Speech..........................................................................................................................18
Selling is the oldest profession & Copywriting followed in it’s footsteps!.......................19
Magnetic Copywriting Overview............................................................................................20
Cause and Effect.........................................................................................................................21
Myths & Excuses:.......................................................................................................................22
Perception is Everything...........................................................................................................23
Truths...........................................................................................................................................24
Accept responsibility ... for your communication.......................................................25
Presuppositions..........................................................................................................................26
Communication Model.............................................................................................................27
The 5 Steps to Learning.............................................................................................................28
4 Steps To Unconscious Competence.....................................................................................29
Vitamins for Success..................................................................................................................30
Calm Enthusiasm.......................................................................................................................31
Set YOUR Intention for this Special Training........................................................................32
Set your Copywriting Goals.....................................................................................................32
Call to Action..............................................................................................................................69
Satisfaction – How? Under Promise & Over Deliver...........................................................71
Magnetic Copywriting – Step One..........................................................................................73
Your Headline – The Ad for the Ad.........................................................................................73
Some Great Headlines...............................................................................................................74
Where do you find them?.........................................................................................................80
Create a Headline “Factory”....................................................................................................81
What’s the Headline for?..........................................................................................................82
Who’s talking to your Target?..................................................................................................83
How long a Headline?...............................................................................................................84
Magnetic Copywriting – Step Two..........................................................................................85
Your “Armour Piercing” Bullets..............................................................................................85
Why Bullets.................................................................................................................................86
What do Great Bullets do?........................................................................................................87
Bullets as Stop signs...................................................................................................................88
Create an “Armour Piercing” Bullet Factory........................................................................89
What are dud bullets?...............................................................................................................90
You know you’ve been hit by a bullet when.........................................................................91
Magnetic Copywriting – Step Three.......................................................................................92
Your Words & Your Stories.......................................................................................................92
Powerful & Impactful Words...................................................................................................93
Communicating with Rapport.................................................................................................94
Stories Sell...................................................................................................................................95
Become a Great Story Teller......................................................................................................96
Magnetic Copywriting – Step Four.........................................................................................97
Your Offer and Bonus as WMD...............................................................................................97
Importance of the OFFER.........................................................................................................98
Offer and Proof...........................................................................................................................99
Every Act a Moment of Truth.................................................................................................100
Magnetic Copywriting – Step Five........................................................................................101
Your Risk Reversal...................................................................................................................101
Jay Abrahams’ Ponies..............................................................................................................102
Magnetic Copywriting – Step Six..........................................................................................103
Your Call to Action...................................................................................................................103
Maintain Dialogue - Assume the Sale & Go for the Call to Action...................................104
80/20 Rule.................................................................................................................................105
How Do I Order From You?...................................................................................................106
Magnetic Copywriting – Step Seven.....................................................................................107
Your Copywriting for the Body.............................................................................................107
Write with WIIFM Benefits Linking Needs/Wants/Values to Product/Service............108
How Do You Launch yourself into Copywriting?..............................................................109
Just for Starters:........................................................................................................................110
How Long the Copy?.............................................................................................................. 111
P.S. Jim Rohn ½ dozen things that make a difference:........................................................112
Magnetic Post-Copywriting – Step One...............................................................................113
Format & Layout......................................................................................................................113
Use a Template.........................................................................................................................114
Magnetic Post-Copywriting – Step Two...............................................................................115
Graphics....................................................................................................................................115
Graphics! Vital or Overrated?................................................................................................116
Magnetic Post-Copywriting – Step Three............................................................................117
Test, Test, Test...........................................................................................................................117
Which Ad pulled better?.........................................................................................................118
Test one thing at a time............................................................................................................119
What Next?...............................................................................................................................120
Questions to Generate & Gain Testimonials.......................................................................121
Copywriting Check-List..........................................................................................................122
How to get to the sweet spot-Elements of Effectiveness....................................................123
Business Needs Analysis.........................................................................................................125
Sales............................................................................................................................................128
Your Positioning in the Market..............................................................................................129
Glossary.....................................................................................................................................130
Notes..........................................................................................................................................131
Put a Goal in Your Future 1....................................................................................................132
Put a Goal in Your Future 2....................................................................................................133
Your Presenter
George Faddoul has trained thousands of people
both in Australia & Overseas; he is a dynamic
presenter on a wide range of topics ranging from
personal growth to powerful sales trainings. His
unique style is at once informative & entertaining,
demonstrating his instinctive ability to convey
the most sophisticated topics to his audience in
an easy to understand manner.
George started his business career Practitioner of NLP, Time Line Therapy
working in the Banking Industry for and Hypnosis, as well as a Certified
over eight years, where he began to Trainer of NLP. George took his new
develop his finance and customer service found skills to his New Car Dealerships,
skills. This time was punctuated by an taking them to a whole new level. During
eighteen-month break to do his National that time, he also took time off work
Service for Australia. Upon leaving the to assist at various Trainings both here
Bank, George entered the Car Industry in Australia and in the US. George then
and quickly became the top salesperson sold his Car Dealerships, and decided to
in a Group of 12 Dealerships. become a full time Trainer. That was
about nine years ago now, and George
Five and a half years later, he started has since conducted Seminars locally in
his own used car outlet, and operated Sydney, in Melbourne & in Brisbane, as
it very successfully for approximately well as Internationally both in the Middle
9 years. George decided to have a East & in the United States. During that
break from cars, and spent three years time, he also became a Certified Trainer
developing real estate and dealing in of Hypnosis & a Master Trainer of Time
Australian Art, and spent twelve months Line Therapy.
together with his darling wife Nitsa and
his four lovely daughters on the French George is the author of three bestselling
Riviera. Refreshed, George came back books 1) How To Get A Bigger Bite Out Of
to the Motor Industry, starting two Life, now in its sixth printing, 2) Secrets
separate New Car Dealerships and Of Great Success Coaches Exposed!, and
running them most successfully for about 3) The Modern Day Alchemist from the
eight years. Land of the Pharaohs.
During that time, as a result of his George loves to travel, and enjoys the
pursuit of practical knowledge & his company of motivated people.
insatiable appetite for personal growth &
development, George came across NLP he
then became a Practitioner and Master
What is Copywriting?
Anecdotally Copywriters
... Copy Writing
Or Internet Marketing is
... Copywriting on Glass, or
... Salesmanship on Glass!
Objectives
Peter Drucker
• Notes
• Spy
• Listen / Participate
• Go for Excellence / Be Thankful
Paradox of Duality:
Leonardo Da Vinci
Agreements
• Have fun
• Switch Mobile phones/ Pagers etc… off
• W e will have 15 minute breaks every
hour & a half
Social Introduction
Your name:
Remember:
Begin with the end in mind.
Steven Covey
Elevator Speech
My name is ...
I’m from ...
• I help people get a bigger bite out of life
• I help people get more abundance
• I help people Quit Cigarettes in 60 mins™
• I help people sell oodles of products
• I teach Companies to double their income
• I help Companies double & triple their income
• I help Companies write effective copy that sells
• I teach people copywriting skills
o Guaranteed
o And I back it up with a Guarantee
Remember:
Everyone lives by selling something.
Robert Louis Stevenson
Pre-Copywriting
1) Your Attitude
2) What are you writing for? What’s
the ‘Big Idea’? What are you selling?
Five Tests!
3) The ‘Big Picture’ AIDAS
Copywriting
1) Your Headline – The Ad for the Ad
2) Your “Armour Piercing” Bullets
3) Your Words
4) Your Offer as WMD
5) Your Risk Reversal
6) Your Call to Action
7) Your Copywriting for the Body
Post-Copywriting
1) Format & Layout
2) Graphics
3) Test, Test, Test
Question is:
Which side of the C/E continuum are you on?
Are you at cause in your Universe, or
Are you at effect of circumstances in your life?
WIT Everytime …
Everything COUNTS
Perception is Everything
Perception is reality
Perception is projection
Perception is a construction
Truths
Accept Responsibility
Perception is everything
Your Focus – Your reality
You are the centre of your universe
State Control – Love, Joy & Happiness
Thoughts – Words – Actions – Habits
Not Ready, Aim, fire -
Ready (take action) FIRE … Aim
Get started not Get perfect
Don’t wish it was easier wish you were smarter
Everyone is tuned to WII FM
It’s never too late – Now is the right time
Presuppositions
Communication Model
4 Steps To
Unconscious Competence
1) Ritual
2) Repeat
3) Rehearse
4) Reinforce
Calm Enthusiasm
1) It’s free and priceless
2) It’s the fire in your belly
3) It gives you lots of energy
4) It’s contagious
Remember:
Write every day
Minimum 30 minutes to 60 minutes a day
Parkinson’s Law
Remember:
Write every day
Minimum 30 minutes to 60 minutes a day
Magnetic Pre-Copywriting –
Step One
Your Attitude
Remember
“The Loose Canon”
High Vibrations
+3 Ecstasy/Bliss/Unconditional LOVE
+2 Appreciation/Love/Joy
+1 Inspiration/Empowerment/Enthusiasm
Truth/Acceptance/Relaxation
-1 Anger/Frustration/Blame
-2 Sadness/Depression/Guilt
-3 Fear/Anxiety/Shame
Low Vibrations
Incompletion Vs Completion
Incompletion causes energy to drain
Completion restores energy
My List of Incompletions:
My Commitment to Completion:
I ………………………………… hereby declare that I will
complete the following items by the actual date
that I have nominated:
Situation: Completion Date:
Remember Your:
• Selling Programs
• Phone Selling Programs
• Customer Service
• Marketing Programs
• Advertising Programs
• Copywriting Programs
Magnetic Pre-Copywriting –
Step Two
2. Take action
5. Time
6. Rapport
What’s in a name?
Toys R Us
Clinique
Zero
Remember:
Perception is Everything
S trengths
W eaknesses
O pportunities
T hreats
Remember:
1) So WIIFM
Magnetic Pre-Copywriting –
Step Three
Moments of Truth
The sequence of critical transactions across
each stage of the ownership cycle
Jan Carlzon
A = Attention
Remember to Anchor:
A ttention – How?
The Headline
I = Interest
I nterest – How?
D = Desire
D esire – How?
Your Testimonials
A = Action
is a Marketing act
A ction – How?
Guarantee
Call to Action
S = Satisfaction
S atisfaction – How?
Remember to SMILE
Make a FUSS
47. Warning
48. Wanted
49. Skinny
50. Jamaica
51. Lemon
52. Think small
53. Which Bank?
54. Phone Wizard
55. Overcome Arthritis
56. Coke is it
57. 3 Free books
58. Louie the Fly
59. Money to Loan
60. Sell your ideas!
61. Hard of Hearing
62. Need more money?
63. Alive with Pleasure
64. An educated failure
65. Why publishers buy?
66. Improve Company Image
67. Dare to be Great
68. Dare to be Rich
69. 7 Steps to Freedom
Advice to Copywriters:
When you are assigned to write an ad,
write a lot of headlines first.
Spend hours writing headlines,
or days if necessary.
John Caples
• Introducing
• Announcing
• Presenting
• New
• Now
• At last
• Beginning / Starting / Date
• How
• How to
• Why
• Which
• Who
• Who else
• Wanted
• This
• Because
• If
• Warning:
• Advice
• Free
• One word
• Two words
• Three words
• Four words
• A Sentence
• A Short Paragraph
• A Long Paragraph
• Half the page
WIT
Why Bullets?
KISS
Stop Signs
Headlines
Sub-headings
They Wound
They Arrest
They Penetrate
They Emphasise
Discover how to …
Be warned avoid ...
The truth behind ...
The seven steps to ...
How to get the best ...
What you must do now ...
18 Miracles of research ...
What’s the safest way to ...
The single most important ...
Why using this simple device will ...
Sex in Advertising – good and bad ...
What two vitamins you can never mix ...
The one Secret you need to know about ...
How to write bullets that penetrate the armour
Fillers
List of features
Water off a duck’s back
Tell the world how great you are
They don’t pass the Five ‘Critical’ Tests
Magnetic Copywriting –
Step Three
Communication is:
7% Words
38% Tonality
55% Physiology
WORDS (7%)
Predicates
Key words
Common experiences & associations
Content chunks
Stories Sell
The great Sales people are great story tellers
Great sales letters incorporate great stories
Remember Metaphors from your NLP Training
• You Personally
• Your Product
• Your Business
In Summary:
Make a Promise
Prove the Promise
Give them reasons to ACT now
Encourage the Prospect to Decide NOW ...
with a Free bonus / Early Bird / Special Gift
or Surprise Gift
• Phone
• Email
• Brochure
• Advertisement
• Web Site
• In fact any Interaction…
With a SMILE
Remember:
Every Act is a Marketing Act – Harry Beckwith
This is your ‘Bread & Butter’ and ...
You want a FRIEND FOR LIFE
Remember:
Robert Cialdini
Why?
Because
Clint Eastwood
Remember:
Long Term Guarantees reduce refunds
80/20 Rule
George Faddoul
At every stage:
1) Answer the question Why? ...Because &
2) Check the 5 Crucial Tests on page 58
If in Person:
More eye contact, less I, more you & stories
– will help you connect emotionally
Magnetic Post-Copywriting –
Step One
Use a Template
Headline (Centred)
Testimonial Box
Magnetic Post-Copywriting –
Step Two
Graphics
David Ogilvy
No to:
Special effects, Unusual fonts & Reverse type
YES to:
Eye appeal, Project the Right Image, that’s
your image projected to your target audience
TYPE of Font:
Serif Preferable on paper
Sans Serif Preferable on glass
Size of Font: 12 points minimum
Size Matters: Headlines in Bigger size
Special Treatment:
italics, underline, yellow highlights
Women:
Like photos of children & Women
Men:
Like photos of anything with an engine,
plus women
Magnetic Post-Copywriting –
Step Three
• 50% Off
• Buy one Get one Free
• Half Off Sale
• Fire Sale! 50% off everything in the
store because of our recent fire
• Are you afraid of making mistakes in
English?
• Do you make these mistakes in English?
• Two-thirds bank financing on silver & gold
• If gold is selling for $300 an ounce, send
us just $100 an ounce and we’ll buy you all
the gold you like.
• Tension Headaches?
• When Doctors have a headache, what do
they do?
• This is a Millionaire Maker. Can he make
you rich as well?
• If you have 20 minutes a month, I
guarantee to work a financial miracle in
your life
Test Headlines
Test Offer
Test Price:
Ancient Wisdom
What Next?
Copywriting Check-List
• Listen attentively
• Be “Interested” NOT “Interesting”
• Focus on what you want
• Think outside the ‘Box’
• Add value to all your interactions
Sales
• Prospect/Find leads
Glossary
Notes
One Wish
Last Step