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COMPLETE Copywriting For Beginners | Examples and Frameworks
29 ideas de marketing sacadas de «COMPLETE Copywriting For Beginners | Examples and Frameworks», de Davie Fogarty. Sobre todo de mensaje y copywriting…
- 29 ideas despiezadas
- Fuente Davie Fogarty
- Dura 49 min
- Publicada en 2021
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Mensaje y copywritingPara neutralizar la objeción de precio —la más común en comercio electrónico—, el copy debe posicionar el producto como una inversión racional. Esto se logra calculando y mostrando cifras agregadas del tiempo que el usuario dedica a una tarea o actividad (por ejemplo, miles de horas limpiando o descansando) y cómo el producto reduce o mejora sustancialmente ese tiempo.
really like this. Um, I use this a bit in my hoodie, um, marketing. The average person spends 12,896 hours in their loungewear clothing for the hoodie. And because people's main objection, whenever you survey customers, most of the, most of the time for e-commerce brands, because we'll have this digital customer acquisition costs to worry about, the main objection that customers will have is price. emotional connection to their money. And that makes sense. The way that you get over that objection is communicating the value of the product, which is what we're doing here. I think that really…
Escúchalo en el minuto 32:26
Mensaje y copywritingPara neutralizar la objeción de precio —la más común en comercio electrónico—, el copy debe posicionar el producto como una inversión racional. Esto se logra calculando y mostrando cifras agregadas del tiempo que el usuario dedica a una tarea o actividad (por ejemplo, miles de horas limpiando o descansando) y cómo el producto reduce o mejora sustancialmente ese tiempo.
really like this. Um, I use this a bit in my hoodie, um, marketing. The average person spends 12,896 hours in their loungewear clothing for the hoodie. And because people's main objection, whenever you survey customers, most of the, most of the time for e-commerce brands, because we'll have this digital customer acquisition costs to worry about, the main objection that customers will have is price. emotional connection to their money. And that makes sense. The way that you get over that objection is communicating the value of the product, which is what we're doing here. I think that really…
Escúchalo en el minuto 32:26
Estructurar páginas de producto con viñetas concisas y beneficios antes que características
ConversiónEn las páginas de producto de ecommerce, ubicar viñetas (bullet points) en la parte superior destacando los beneficios para el cliente antes que las especificaciones técnicas evita que los usuarios reboten ante bloques densos de texto y facilita la asimilación del valor.
and this is the product page. We've started with the product page. Um, typically love to, love to kind of talk about the benefits of a product before the features. So talk about what's in it for someone else rather than, you know, talking about the size of the product or the, the unique, you know, feature of the product. It's just kind of, I think it's more important. excited for that. Um, we've got the dot points. So dot points are great on a product page. If you go onto any of our brands, we'll use dot points, um, very high up. It's very easy to digest. If you have a big chunk of copy…
Escúchalo en el minuto 17:19
Mensaje y copywritingPara redactar copy largo en anuncios de Facebook, conviene iniciar con una pregunta como gancho (evitando alusiones directas a atributos personales que infrinjan políticas publicitarias), explicar el diferencial del producto, desglosar características mediante casillas de verificación (checkboxes) e integrar palabras clave para asistir a la segmentación del algoritmo.
because it's pretty simple stuff, but we've got the long, long copy here. Um, we've asked a question, which is a great way to hook people in, um, asking if someone's a clean freak. Now this may get, yeah, this may get denied in the ads manager because you're referring to a person's attribute. So you sometimes can't ask, um, you know, are you something because it's, yeah, it gets, gets blocked, but you can just kind of fiddle around with that, you know, say clean freak question mark, um, and have a play until you get that over the line. But always using a question in the first sentence is a…
Escúchalo en el minuto 38:58
ConversiónLa sección superior de la web antes de hacer scroll ('above the fold') debe eliminar cualquier duda: el visitante debe entender al instante qué es el producto, qué problema resuelve y qué beneficio o transformación promete mediante una combinación coherente de imagen explicativa, titular, subtitular y llamada a la acción clara.
subheader. So this is above the fold, which is outlined here. We want to make sure that above the fold the customer knows exactly what they're getting. It should, there shouldn't be any confusion after they've clicked there. We've got a clear image, what the product is and explaining exactly what it does. 11 scrubber is tough enough to erase years of grime and stains, yet gentle enough for virtually any surface. Get a deeper, clean and brighter shine on your tiles, shower, glass, stove tops, ovens, pots, and pans, and more without the hard work. We're selling the dream of a cleaning product…
Escúchalo en el minuto 31:44
Secuenciación de canales: Tráfico pagado para validación rápida y SEO post product-market fit
Canales de adquisiciónAl iniciar, es preferible utilizar tráfico pagado para obtener retroalimentación rápida sin asumir el costo de oportunidad y lentitud del SEO; una vez alcanzado el product-market fit, invertir en SEO disminuye fuertemente el CAC y aporta escala sostenible.
SEO is like anything, it's own art. Like you're what we're, we're building a brand to drive Facebook traffic to create sales through that method. SEO is long and therefore with that long, uh, with time comes risk. So we want to, you know, we're not getting instant feedback. So therefore there's risk that we might not be able to achieve what we're trying to achieve. And, um, there's an opportunity cost in that. I'm not saying SEO is bad. The people that do SEO have probably a more just going to give you a little bit of a headstart. And then once you have product market fit, I strongly…
Escúchalo en el minuto 28:32
Aceleración de conversión en secuencias de carrito abandonado
Retención y relación con el clientePara recuperar carritos abandonados eficazmente, conviene utilizar un asunto en formato de pregunta para elevar la tasa de apertura y combinar el recordatorio del producto con un incentivo o descuento sujeto a un límite de tiempo explícito.
abandoned cart emails here. So subject line, did you forget something? Um, trying to, the subject line is to increase the, increase the click-through rate when it pops up in their inbox. So asking a question again, um, really helps create a response. And then, you know, this is pretty just simple But, um, you know, there is, we, we do get great results with just a really simple add to cart. You've missed this. Here's a code, um, to get a bigger discount or something like that to just push that conversion. You can use some urgency around there. You know, this code will expire in X amount of
Escúchalo en el minuto 43:22
Asociarse con autoridades de nicho para legitimar la historia y autenticidad de marca
Marca y posicionamientoSi el creador o fundador no posee autoridad o una historia personal directa en el nicho del producto, puede incorporar como socio a un experto, autoridad o influencer dándole una participación accionaria para construir un relato de marca creíble que impulse la conversión y el contenido.
That doesn't mean that you, if you have a business idea and you see an opportunity in market, you shouldn't just be like, okay, um, I, there's no way that I can actually get authentic about this. You can actually partner with people that are truly believe in this and can really educate and bring you along the journey. So one, idea is, you know, partnering with an influencer that is big in that space. You could go to them and give them a small equity stake in the business to promote it. You know, you can just find an authority on the topic. So let's say that you're selling a medical device…
Escúchalo en el minuto 36:58
Detallar especificaciones técnicas exactas en la factura de compra para protegerse en disputas
Oferta y precioAl negociar y pagar a fabricantes en plataformas como Alibaba, es indispensable incluir en la factura oficial todas las especificaciones exactas (códigos Pantone, materiales precisos, medidas y tech pack) en lugar de dejarlas en aplicaciones de mensajería externa, garantizando respaldo en caso de disputas de calidad.
have a very good invoice from them that clearly outlines everything that you want. So it needs to the dimensions, the fit, the kind of tech pack, the color, the Pantone color, not just don't have blue, have the Pantone blue. Um, you want the exact materials, um, all of those kinds of things on that invoice for Alibaba, because you need some form of protection if they get it wrong. If you are just doing all your communication through WeChat and you don't have that final kind of communication, either through Alibaba chat or that, um, invoice on Alibaba, they're the, if you ever have a dispute…
Escúchalo en el minuto 7:17
Mensaje y copywritingPara redactar anuncios directos efectivos, el framework PAS plantea abrir identificando un dolor común del cliente, agitarlo detallando las complicaciones cotidianas que genera y presentar el producto como la solución directa respaldada por una garantía sin riesgo.
idea that we're looking at. I think this eco works example is, is a great example of the past framework. So they've mentioned the pain, which is, do you have more cleaning products in your cupboard than there are things to clean? So have you ever felt like that way? Because if you are, that's a pain. And then they've agitated it through mentioning all of the products that you need to, um, that you need to clean, um, to really trigger you. And then, um, the solution literally, they're just saying try co's all in one cleaning system, risk-free with our 30 day money back guarantee. That is PAS…
Escúchalo en el minuto 42:33
Mensaje y copywritingPara marcas que buscan rentabilidad y retorno de la inversión publicitaria (ROAS), se debe contratar redactores de respuesta directa enfocados en frameworks persuasivos y llamadas a la acción, evitando el copywriting puramente creativo o abstracto que suele mermar las conversiones.
One of the common mistakes that I see, um, brands make is, you know, they hire a copywriter or a consultant to write their copy and they don't understand that what they're actually looking for and what their end goal of that copy is, is to create sales. So they hire a creative copywriter that uses fluffy language and creative language that doesn't really follow those, those frameworks and create action. So there, so, so when they run the ad or they run the email, their performance is, is far lower. You're actually looking for a direct response copywriter or a sales copywriter most of the…
Escúchalo en el minuto 15:08
Ofrecer garantías de reembolso de por vida para incrementar conversión y mitigar malas reseñas
Oferta y precioImplementar una garantía de devolución de por vida sin riesgo incrementa la tasa de conversión en la página de producto de forma que compensa su costo, al tiempo que reduce el riesgo de recibir reseñas negativas de clientes insatisfechos.
risk-free lifetime money back guarantees. So obviously if a customer doesn't like it, we need to make sure that we're getting good reviews. So we don't want them to go and leave us a negative review. If they don't like it, we're just going to give them a refund and, and that guarantee that'll increase conversion rate. Um, and it should pay for itself. So we've got some more, um,
Escúchalo en el minuto 22:29
Validación de mensajes y dolores del cliente mediante pruebas A/B en email y anuncios
Medición y experimentosUtiliza plataformas de email marketing (como Klaviyo) y administradores de anuncios (como Facebook Ads) para realizar pruebas A/B de textos con rapidez. Su facilidad de configuración permite descubrir con menor fricción técnica qué dolores de cliente y características del producto tienen mejor recepción antes de aplicar cambios estructurales en la web.
about email marketing and Facebook marketing is the ease of split testing the copy. This is a great format for you to start, um, understanding what pain points work better for your customer and that you can communicate or, or what features are better for your product. So, you know, unlike our website, which we need to, you know, install some software and, um, you know, run, run a bit more of a rigorous test, you know, in Klaviyo and in Facebook ads manager, it's really easy to do A-B tests when you're a copy. So don't be lazy, um, and, and get some great insights there.
Escúchalo en el minuto 46:23
Investigación profunda del cliente y producto como base del copywriting de alto impacto
Investigación de mercado y clienteAntes de redactar textos de venta, recopila información exhaustiva probando el producto personalmente, analizando foros e商家entrevistando a usuarios para documentar sus dolores específicos. Consolidar esta investigación en un documento centralizado facilita enormemente la creación de ángulos persuasivos que conecten emocionalmente en pocas palabras.
The people don't actually want to read anything. They, so they try to convey and create an emotional connection with a customer really, really quickly in a small amount of words. So, uh, you know, write amazing copy and do amazing marketing, you need to understand everything about the customer buy the product yourself, test it out, go into forums, you know, interview people. What, what are their pain points? That research process, it's grueling and we get tempted to try to get results really quickly and just jump in. But you know, it's going to make your life so much easier if you just have…
Escúchalo en el minuto 47:09
Los seis pilares esenciales de copywriting para lanzar una nueva marca
Mensaje y copywritingAl iniciar una marca de comercio electrónico se debe evitar la sobrecomplicación y redactar únicamente los activos básicos necesarios antes de buscar product-market fit: página de inicio, página de producto, página 'sobre nosotros', secuencia de emails de bienvenida, secuencia de carrito abandonado y textos para anuncios de Facebook.
getting familiar with the product. So when you're starting a new brand, one thing that a lot of people kind of tend to gravitate towards doing is way too much. You know, they spend so much time on so many unnecessary things when realistically, all you need to do is just get the basics sorted, um, and then focus, you know, really heavily on optimizing those basics until you find product market fit. So copywriting is no different. You need to create a homepage, a product page, and about us page. You need to create your first few welcome series emails. You need to create your abandoned cart…
Escúchalo en el minuto 12:27
Uso de tablas comparativas directas en landing pages
ConversiónIncluir una tabla comparativa visual y factual en la landing page que contraste directamente el producto contra competidores o alternativas consideradas facilita la toma de decisiones al resumir diferencias clave de forma clara.
they then did is they've just created this comparison table here where it, um, this is, this is completely legal because it's completely factual. They're showing the other competitors in the market and how the cure product stacks up versus them. So you can do that and actually name the competitors directly. that does the same thing. So you can kind of compare those things because they are alternatives that, you know, that customer was, was, um, was considering. So we've got this, this, um, comparison table. Again, the reason why this table works so well is it's just so easy to digest and it…
Escúchalo en el minuto 25:28
Traducir la tecnología del producto en beneficios tangibles para justificar un precio premium
Mensaje y copywritingCuando un producto utiliza tecnología única y se posiciona a un precio superior, no basta con nombrar los términos técnicos; es imprescindible explicar qué significan para el cliente mediante beneficios tangibles (como mayor duración o ahorro de dinero) que faciliten la racionalización del gasto.
in your product, you know, really, um, talking about how it's advanced, um, using, using some really great keywords there to, and what that then means for the customer as well, you know, don't just say this, I have this amazing technology. It's like, okay, say, use the, use the scientific language for the technology that you've created, but then go into more detail about what that then means because, um, you don't want to leave people feeling confused. So we've said, you know, save money with over three months of cleaning power in one tub. I think that that's a really important, um, it helps…
Escúchalo en el minuto 20:18
Ingeniería inversa de emails de marcas destacadas para inspirar el copywriting
Mensaje y copywritingPara mejorar la redacción de secuencias de email marketing, suscríbete tanto a las listas de competidores directos como a marcas no competidoras reconocidas por su excelencia en email, analizando la estructura, intenciones y ganchos que utilizan para modelar textos similares adaptados a tu negocio.
for, copywriting for email is just go to your competitors, sign up, have a look what they're doing, understand, uh, you know, it doesn't even need to be competitors. It can be a non-direct competitor. That's just great at email, sign up, understand what they're trying to do, write something similar. Um, and yeah, it's, great to learn that way. So one common trait
Escúchalo en el minuto 46:01
Estructuración de textos de venta con el framework PAS (Pain, Agitate, Solve)
Mensaje y copywritingEl framework PAS consiste en identificar el punto de dolor del cliente, agitarlo mediante historias que evoquen la emoción del problema y presentar el producto como la solución directa. Esta fórmula funciona especialmente bien en advertorials de formato largo, páginas de producto y secciones secundarias de la página de inicio.
awareness, interest, desire, action. The PAS framework stands for pain, agitate, and solve. So you can kind communicate your product values. With the PAS framework, you're basically looking at what is a pain point for the customer. Then you want to agitate it. So you want to actually, you know, talk about stories that could relate to someone, um, to really kind of bring up those emotions that they once felt for it. And then you're going to solve it, which is the, the product that you're selling. This typically works really well in like a long story that you could use as like an advertorial…
Escúchalo en el minuto 13:29
Mensaje y copywritingEl modelo AIDA requiere captar primero la atención con ganchos o preguntas, retener de inmediato el interés aportando sustancia o ingenio para evitar el abandono de lectura, generar deseo vinculando la oferta a los dolores del cliente y cerrar con una llamada a la acción inequívoca.
go Google YouTube, these things is the ADA framework and the PAS framework. The ADA framework stands for work on your, on your product page as well. So the ADA framework is very similar, but basically you're trying to create, get, get their attention of the user. So you can use hooky language, ask questions, then you need to gauge their interest. So, you know, even if you write the best first hook on that first sentence and you can't capture their interest after that with some substance or, um, really clever writing, then they're just going to stop reading. So you need to be able to capture…
Escúchalo en el minuto 13:22
Estrategia y decisiones de negocioAl trabajar con fabricantes en mercados como China, es fundamental contemplar los calendarios de festividades prolongadas (como el Año Nuevo Chino) y asegurar niveles de stock con suficiente antelación para prevenir interrupciones totales en la cadena de suministro.
well, China. So, um, that's always a fun time. There's some major holidays in China, Chinese new year and, um, plenty of others that they kind of just stopped replying, which is, um, which is challenging. And you need to, if you are a reputable brand, understand those, those holidays, um, and prepare your stock levels accordingly, hoping that this brand will scale. So we can
Escúchalo en el minuto 4:04
Reducir la personalización de fábrica inicial para negociar pedidos mínimos bajos
Oferta y precioPara validar un producto nuevo con tiradas pequeñas (MOQ reducido) sin exigir altos presupuestos iniciales, conviene comprar unidades estándar y aplicar etiquetas o empaques propios de forma manual, ya que la personalización en fábrica (fórmula, color o etiquetado) eleva drásticamente el pedido mínimo.
that's why I got the small amount of units sent to Australia rather than committing to a large amount of units. There's only a large MOQ if you start adding customization. So the customization is both the, um, the color or the scent or the labels, those kinds of things start to throw the suppliers off. She's agreed to do a 50, um, unit order and send it directly to me, bit of a fee, but you know, this is just, um, we're not expecting to make huge amounts of money on these 50 units. Like we're proving the brand and then we'll do it either. We'll probably do like a 5,000 unit product, which you…
Escúchalo en el minuto 5:06
Reducir el tamaño unitario del producto para proteger márgenes e incentivar bundles
Oferta y precioSeleccionar una presentación o empaque individual más pequeño ayuda a mantener un margen de ganancia elevado y estimula al comprador a adquirir múltiples unidades o paquetes (bundles), compensando así el riesgo de un valor promedio de pedido (AOV) reducido.
Um, they are really thin as you can kind of see, and that's because we've decided to go with, I think it's a 250 gram, um, tub, which is a bit smaller, but we really just want to keep that margin high and inspire people to buy multiple. I've outlined from the get-go that AOV is going to be average order value is going to be a real problem for this product. But, um, you know, we're gonna, we're going to, yeah, just, um, sell bundles and whatnot. So it's a little bit thin, but you know,
Escúchalo en el minuto 1:53
Utilizar tablas comparativas contra competidores en páginas de producto para cerrar ventas
ConversiónIncluir tablas visuales que comparen directamente las características y beneficios del producto frente a las opciones de la competencia ayuda a convencer al usuario de su superioridad técnica y mejora la tasa de conversión en ecommerce.
to convince people that our product is more effective than anything else on the market to do that. We need to compare the products as well, which is good. This is where it comes into a very strong, a very strong conversion tactic that a lot of brands are using e-commerce brands are using. You'll see it more and more now, um, where we use a comparison table. Now this comparison table will compare either you versus your competitor products and you can do something like, I'll show
Escúchalo en el minuto 24:31
Escribir el copy web adaptándolo a wireframes y limitaciones de diseño
ConversiónEl texto persuasivo debe redactarse teniendo en cuenta el diseño visual y la estructura de la página (wireframe); forzar la reestructuración de un copy para encajarlo en un diseño desalineado rompe la fluidez de lectura y disminuye su efectividad.
we were kind of comparing it to, to Pupnaps and the design. When, when you work with a good consultant, what they'll do is they will, um, generally write copy considering the design because they understand how that copy then flows onto the page. You know, you can have the best copywriter ever that, and they just write something that's so hard to then put into a design. It's just, you know, frustrating. It needs to be reformatted, which then dense the flow of the copy. So therefore it's not the best copy anymore. So, um, you know, typically you can give them a wireframe or an example website…
Escúchalo en el minuto 16:29
Priorizar conversión y product-market fit sobre el SEO en fases iniciales
Canales de adquisiciónEn las primeras etapas de una tienda o dominio nuevo, no tiene sentido estresarse por el SEO orgánico porque no posicionará rápido. La prioridad debe ser optimizar la conversión de la página y validar el encaje de producto en el mercado.
of course. So basically what I'm trying to say is don't stress too much about SEO in these early stages. You're not going to rank number one with a new domain, um, very quickly. So, you know, focus on conversion, um, and just a couple of keywords in there and, you know, start, start, you know, getting product market fit. Then we've got the homepage. Again, there'll be a little bit
Escúchalo en el minuto 30:15
Transparencia de ingredientes o componentes para validar la compra
ConversiónDetallar explícitamente los ingredientes o componentes del producto con recursos visuales en la página de aterrizaje satisface la exigencia de transparencia del cliente moderno y reduce la fricción en la conversión.
ingredients as well here. Really important to explain the ingredients. I think Pet Lab Co do this. They've got this really, um, really awesome lander here, uh, and they've got just this ingredient section. They use, um, they're just using stock image and it's, it's pretty effective. Um, and they, effective. So yeah, just listing the ingredients again, full transparency is really important. That's, you know, we're in a, um, age where that, you know, customers are savvy and they want to know that they're making the right choices. So you need to be completely transparent and, um, yeah, show them,
Escúchalo en el minuto 26:24
Costo unitario de $1.75 para producto de limpieza en lote de 10,000 unidades
Oferta y precioEl costo de fabricación cotizado para una pasta de limpieza de 200 gramos con marca propia se sitúa en $1.75 USD por unidad para un volumen de pedido de 10,000 piezas.
the, the prices as well. So it's $1.75 per piece, um, for a 10,000 piece order with our brand. So, you know, that's pretty solid, solid margin for the 200 grand, considering I wasn't even sure I was
Escúchalo en el minuto 6:01
Facturación acumulada del portafolio D2C de Davey Fogarty
Estrategia y decisiones de negocioEl conglomerado de 10 marcas de comercio electrónico directo al consumidor (D2C) fundadas por Davey Fogarty, lideradas por The Oodie, supera los 260 millones de dólares en ventas con un equipo de unas 90 personas.
those that are, that are new here, um, I'm Davey. I've launched 10 direct to consumer e-commerce brands. We're doing over $260 million in sales. The largest business is the UDI, which sells wearable blankets, um, Australia wide. We've got a team of about 90 people predominantly in Australia. The reason why
Escúchalo en el minuto 1:11
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