www.getwsodownload.

com
www.getwsodownload.com

Conversion Copywriting Workshop

Facilitated by Joanna Wiebe of Copy Hackers
With Lianna Patch, Huzaifa Siddiqui, Kim Bischoff and James Turner

CREATED BY

PRESENTED FOR
Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

The Agenda Is Packed

THIS MORNING
What to say: your message
Stages of awareness
The Rule of One
Core messages, including the Push, the Pull and the
Resistance

THIS AFTERNOON
How to say it: your copy
VSC
Optimized elements
Swiping
Editing

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 2

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Is Copy the Opportunity?

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 3

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Start with the Stage of Awareness of the Visitor

1. MOST AWARE
2. PRODUCT AWARE
3. SOLUTION AWARE
4. PAIN AWARE
5. UNAWARE

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 4

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Rules of Thumb (Copywriter Strategy Shortcuts)

MOST AWARE
Incentive, urgency, scarcity at the top.
Paid conversion goal.

PRODUCT AWARE
Product at the top.
Move to Most Aware by end of page.
Paid conversion goal.

SOLUTION AWARE
Emotion / Want at the top.
Move to Product Aware by end of page.
Opt­in conversion goal. Start lead nurturing to most aware.

PAIN AWARE
Pain at the top.
Move to Solution Aware by end of page.
Opt­in conversion goal. Start lead nurturing to product aware,
then most aware.

UNAWARE
Overarching big idea at the top.*
Move to Pain Aware by end of page.
Opt­in conversion goal. Start lead nurturing to solution aware,
then product aware, then most aware.

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 5

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

The Rule of One

One reader: __________________________

One offer: __________________________

One big idea: __________________________

One promise: __________________________

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 6

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Core Messages

Top 10% = Expectation Matching

Bottom 90% = Expectation Exceeding

MESSAGE MATCHING
“Based on what I clicked or searched to get here, I expect to find
____________ at the top of the page”

AWARENESS MATCHING:
Problem Aware
“I need to get rid of ___________ without ___________ by
________ to feel _____________”

AWARENESS MATCHING:
Solution Aware
“The promise of ____________ makes me feel ________ that
_____________, which ____________.”

AWARENESS MATCHING:
Product and Most Aware
“I know that _________________ is _________________”

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 7

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

THE PUSH, THE PULL, THE RESISTANCE

My one reader (for this page or email) is in this stage of awareness:

___________________. The offer is ___________________.

Pains and
problems

Struggles
with current
solution:
_________

Expectation
to choose /
switch

Resistors
and
resistance

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 8

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com
My one reader (for this page or email) is in this stage of awareness:
___________________. The offer is ___________________.

Stickiness of existing way Anxieties of changing

[today]
Period of time using it:

Number of people using it:

Systems integrating with it:

Other:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 9

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com
Extrinsic Motivator(s): Earn a reward, avoid punishment

“If I choose the right _________________, I’ll be rewarded with

__________________”

Intrinsic Motivator(s): Improve my life, improve my world

“If I choose the right ______________, I’ll feel ______________

because _________________”

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 10

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com
My one reader (for this page or email) is in this stage of awareness:
___________________. The offer is ___________________.

Brand or Extrinsic Intrinsic Neutralizing

solution motivators motivators resistors
differentiators
Herd proof:

Influencer
proof:

Money in or
outcomes:

Time in or
outcomes:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 11

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com
My one reader (for this page or email) is in this stage of awareness:
___________________. The offer is ___________________.

Delightful Existing
way has
Pain So what? Prove it Outcome
feature it? solved

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 12

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com
My one reader (for this page or email) is in this stage of awareness:
___________________. The offer is ___________________.

Delightful Existing
way has
Pain So what? Prove it Outcome
feature it? solved

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 13

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 14

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Page Layout Formulas

AIDA
Attention
Interest
Desire
Action

PAS
Problem
Agitation
Solution

4 PS
Problem
Promise
Proof
Proposal

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 15

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Find Your Voice

Eavesdrop on your prospects ­ how would you categorize how

they sound? _________________________

Play this character: _____________________

Borrow from favourite sites:

__________________ or ____________________

Other tips:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 16

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Be Specific
Replace summaries and abstracted statements with words that help people
visualize, compare, smell, taste, touch feel and generally make better sense of
what you’re trying to communicate.

Ways to be specific:

One core message we’re going to improve with specificity:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 17

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Be Clear
Use kernel sentences ­ or blank is blank ­ to communicate important messages
clearly. Avoid leaving things implied.

Tips for clarity:

One core message we’re going to simplify with clarity:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 18

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Headlines, Subheads and Crossheads

Start with a formula: https://copyhackers.com/2015/10/copywriting­formula/

Tips for writing:

One of our headlines rewritten with a formula:

One of our crossheads rewritten with a formula:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 19

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Body Copy and Bullets

Tips for writing:

One of our bullet lists rewritten:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 20

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Buttons and the Close

Tips for writing:

One of our buttons rewritten:

Click­triggers for that button:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 21

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

THE BEST PART! Swiping Your Messages & Copy

What jargon does your reader need to see? What sticky language
does she use? What use cases does she mention? Listen to
everything she says and how she says it!!

Places to swipe our copy:

Sticky copy found ________________ and the message it’s best

for:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 22

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

Should It Be “Copy”?

● Should a customer / user say or reinforce this in a

testimonial?
● Should an influential person or business say or reinforce this
in a testimonial?
● Should an animated and captioned gif say or reinforce this?
● Should a video demo say or reinforce this?
● Should live media say or reinforce this?

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 23

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

The Copywriter’s Toolkit

Replace “we” with “you” means: _______________________

The value prism helps you reveal ________________

The even­if clause is used like this:

_____________________________

Future pacing is: _____________________

Tips for better punctuation and essential copy editing include:

______________

Other tools in the toolkit:

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 24

Conversion Copywriting Workshop

www.getwsodownload.com
www.getwsodownload.com

THANKS FOR PARTICIPATING

Joanna Wiebe:​ ​
copyhackers.com
​
Kim Bischoff:​
theboldfew.com
Lianna Patch:​​
theenglishmaven.com
Huzaifa Siddiqui: ​
[email protected]
James Turner:​ ​
turnercreative.ca

(C) 2016 Wiebe Marketing Ltd. All rights reserved. No part of this
workbook or associated workshop is intended for reproduction or
distribution. For further information, please visit
https://copyhackers.com/legal/.

© 2016 Wiebe Marketing Ltd. dba Copy Hackers 25