Attract ‘Em & Keep ‘Em Website Writing Bootcamp

Workbookwith Dawn DelVecchio

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Week #1 Action Assignment: Profile of your Ideal Client

Part 1: Demographic ClarityDetermine the demographic profile of your Ideal Client. Include the following:

1. Income:

2. Age range:

3. Gender:

4. Marital Status:

5. Hobbies and Interests:

6. Groups, Memberships and Associations:

7. What they Read & Watch:

Part 2: What do they Need? Put yourself in your ideal client’s shoes and describe what they need in terms of their own experience.

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Part 3: What Pain do you relieve them of?Give your answers to the following:

Primary Pain:

Secondary Pain:

Secondary Pain:

Secondary Pain:

Secondary Pain:

Part 4: What Solution do you provide?Now take each pain listed above and turn it around into a solution. (Feel free to list more than five!)

Solution #1:

Solution #2:

Solution #3:

Solution #4:

Solution #5:

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Part 5: What’s the Language they speak?What kinds of phrases, expressions and degree of formality do your ideal clients use when they speak? Not when they read but when they literally talk about their problem, challenge or concern? List at least 4 below:

Expression #1:

Expression #2:

Expression #3:

Expression #4:

Part 6: The Conversation Already Going on in their HeadCreate a short, “Inner Monologue” of your ideal client talking about the pain they’re currently in, and the solution they’ve been looking for.

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Week #2 Action Assignment: Practice your New Copywriting Strategies

Part 1: “I”s to “You”sRewrite the below to use the words “You” and “Yours” as much as possible. Get creative but be sure it makes sense!

“My name is ABC XYZ, and I am a [insert professional title] who is deeply

committed to assisting you on your path to emotional wellness.

I strive to provide my clients with empathetic, approachable, and professional

services that will help them transition towards healing.

I believe that healing is an innate process within the human psyche, which

anyone can achieve by making a firm commitment and seeking professional

support.

I am here to assist you with both [expert modaility #1] as well as various

alternative healing modalities.

I provide art therapy, biofeedback stress relief, counselling, sand tray therapy,

and Theta Healing™.

My specialty, [insert another modality] with an emphasis in Theta Healing™

has lead to exciting breakthroughs with many of my clients within only

several sessions.

I now provide an expanded version of the Emotional Freedom Technique,

another alternative healing method.

I offer any and all of these techniques within one session, and I firmly adhere

to the client driven model in that the client always has a voice in determining

their needs.

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Part 2: Spell Out the BenefitsSpell out all the possible benefits someone may enjoy when they invest in your products or services. Be sure to include both the obvious as well as the “hidden” benefits.

Benefit #1

Benefit #2

Benefit #3

Benefit #4

Benefit #5

Next list the features of your product, program or services.

Feature #1

Feature #2

Feature #3

Feature #4

Feature #5

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Part 2: (continued)

Finally, create a few “So that...” phrases to describe what you do in a benefits-driven way.

“So that ...” #1:

“So that ...” #2:

“So that ...” #3:

“So that ...” #4:

“So that ...” #5:

Part 3: Be a Grammar Rebel!Review the following list and jot down how you might want to incorporate each of these strategies into your website copy.

1. Contractions are your friend

2. It’s okay to ask pointed questions

3. Idiomatic expressions rock!

4. The lovely ellipses encourage readers to keep going

5. Scandal, Controversy or Absurdity? You bet! (AKA: “The Hook”)

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6. Be kind to their eyes - and their attention spans! (Break up text to increase your site’s stickiness.)

7. Start sentences with (gasp!) conjunctions like: And, But, Or … and even … Because !

8. Use the “Why? Because!” formula

9. Let your personality shine

10. Never ever ever use the passive voice!

11. Swearing? Sparingly, but if it’s authentic to your voice, why not?

12. Stay connected with the lingo of your tribe

13. Create a secret language

Part 4: A Tip on TipsList 8-10 possible blog topics you can write on using the Tips, How-To’s and List method.

1.

2.

3.

4.

5.

6.

7.

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8.

9.

10.

Part 5: Apply It!Write a short paragraph describing one of your products or services, emphasizes benefits but includes features.

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Week #3 Action Assignment: Evaluating What youʼve Got & What you Want

Part 1: Love - Don’t LoveList what you love or don’t love about the content on each of your site’s key web pages:

1. Home Page

2. Home Page video script (if applicable)

3. Free Gift Content

4. About Page

5. Testimonials

6. Blog

7. Products, Services or Events

8. Other

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Part 2: Your Golden Trio

If you think you need to change or upgrade your website’s free gift, this is a good time to brainstorm! List your ideas for both the medium you’d like to use (digital book, white paper, audio, video series, etc) and the possible topics you are considering below.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

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Part 3: Drafting your Gift with Copywriting PrinciplesFollow the list below to begin drafting out the content of your new gift.

1. Sell them again into the benefits of reading/listening/watching the whole thing

2. Excite them enough to want to continue consuming the gift

3. A brief story about you that either positions you as an expert or establishes rapport and empathy.

4. The teaching or value of the gift (the “Content”)

5. A Call to Action (CTA) for them to take the next step.

Part 4: Your Nurture SequenceBrainstorm ideas for content you can use in a 21-day, automated emailer sequence. The content should build rapport and the “Know-Like-Trust” factor, and add value to your readers.

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Week #4 Action Assignment: Draft a Sales Page

Part 1: Give it a Whirl!This week’s assignment has only 1 part … write a draft copy of a sales page for one of your products or services! Below are the main ingredients you want to include.

• The Hook• The Pain• The Offer (Your Solution is at hand!)• The Reasons they need it• The Problem you Solve• The Science & Stats• Overcoming Objections• Adding Value• Framing the Price• Testimonials• The Breakdown• The Bonuses• The CTA

You can also have a look at the following pages for some great examples of these principles in action:

1. http://www.marlonsanders.com/secrets/2. http://www.silvamindbodyhealing.com/products3. http://www.hellyeahmarketingsystem.com/

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Week #5 Action Assignment: Your Next Steps

Part 1: Determining your NeedsBased on all you’ve learned in this class, plus your own business expertise and marketing knowledge, determine what your #1 priority is right now for improving your website’s copy. Here are the usual suspects for your consideration:

1. Your Home Page. Does it do 1 thing and 1 thing only: Compel readers to opt-in for your free gift? If not, what needs to change?

2. Your Home Page Video Script. Does it do 1 thing and 1 thing only: Compel readers to opt-in for your free gift? If not, what needs to change?

3. Your Free Gift. Does it include the copywriting elements you learned about in week #3? If not, which ones should you add?

4. Your Nurture-Offer Email Sequence: Have you got one? Does it Nurture? Does it add value? If not, what is your plan?

5. Your Sales Page. Does it convert to sales? If not, make a plan to write/rewrite it ASAP!

6. Need help? Schedule a follow-up call with me now right here: DawnDelVecchio@gmail.com

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