Fill in the Blanks: A Framework Where Strategy and Copy Writes Itself
A blank screen or sheet of paper is daunting when starting to conceive a copy strategy. There are formulas abound for getting started. But the framework I’ve found most impactful, based on experience and results, is one that I have personally conceived and refined over the past years.
I use a seven-step framework to create copy strategy that aligns with how people naturally process information, think and lead themselves to a place where they give themselves permission to inquire, buy or donate. This is detailed in my new book, Crack the Customer Mind Code.
I used this framework once again last week when an organization called me in to meet about a troubled direct mail and online marketing program. I walked the team through the framework, and we were quickly able to identify the disconnect between the approach they were using and what they should be communicating instead. In an hour, a succinct “road map” was created. It became apparent why their recent marketing campaigns weren’t working, and in the second hour of our meeting, we wasted no time in talking through the implementation of a new copy strategy.
I use this framework when writing a letter, video script or content — virtually any copy that requires getting my point across with a story. With client input, we discuss and fill in the blanks in the matrix. The result is a framework that enables faster copywriting and testing.
Most importantly: The seven steps lead to short-term memory, and often the desired long-term memory that serves as the tipping point when the prospect becomes a customer (read how this framework creates new memory in The 3 Levels of Memory: Marketing’s End Game).
Here’s how it works: I create a matrix like the one below (download the PDF). I ask questions, and fill in the answers. Fill in the blanks in the right column and your strategy will reveal itself. Then use the information to start writing copy, and your message practically writes itself.
7-Step Framework for Creating Copy Strategy (opens as a PDF)
Gary Hennerberg gives you the details of his “Seven Pathways from Head to Heart to YES!” in his book, Crack the Customer Mind Code, available from the DirectMarketingIQ Bookstore. For a free download with more detail about the seven pathways, and access to Gary’s videos where he presents them, go to CustomerMindCode.com.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.