Sour Grapes to Vintage Wine: Bella’s Copywriting Example #2
A potential lead looking to solve her problems. But how? With copywriting skills — sour grapes to vintage wine.
Hello, my lovely,
Welcome to my 2nd example and explanation of my SEO copywriting skills.
My goal is to help you understand that writing is an art. It takes time and patience — like fine wine!
The idea for this blog is to connect with you and to show you how copywriting is valuable to your business.
What is the difference between copywriting (copy) and just writing (content writing)?
Copy = Emotional written email/blog offering a connection to get you to purchase.
Copy can also be in social ads or signing up for websites’ newsletters. This act is called a Call to Action - CTA. The CTA comes in the form of a “Buy Now” style button.
Content writing = Only information like sections of a website, an article, or a story.
Let’s Turn Sour Grapes Into Vintage Wine.
Copy Example #2: Sour Grapes to Vintage Wine
Click on the link to open another page for a side-by-side view. It’s easier to follow along.
The Fictional Scenario:
I was inspired to create this fictional scenario with EMDR Therapy.
My Fictitious Client’s Goal:
A mental health therapist has a new service to offer.
Her target audience —postmenopausal women struggling with weight gain due to stress.
How Can My Copywriting Skills Help This Client?
I work with the goal in mind first and work backwards to connect with potential client(s).
The key is Psychology! — Getting into the client’s head.
What would I want?
What do I need?
I need my problem solved!
Deep inside the mind — needs, wants and desires.
I write to help my client connect with their potential client.
Using keyword searches by a potential client, not what my client thinks.
Confusing? — Keep reading.
A woman seeking services by searching the web. Using “her” keywords to connect to my client’s services.
I research the latest keyword trends to connect my client to her with Google SEO. That’s my jam!
Grabbing Your Attention While You're Scrolling:
I used a premade Canva template to create a LinkedIn post.
Tore it apart, reassembled to be appealing, and tossed in several CTA.
Even with LinkedIn as a professional social platform, people offer their knowledge and services because they feel professional enough to offer without that icky salesy feeling.
I Caught Your Eye:
The first image and words have to be powerful enough to stop you.
Toss in a claim that the biggest doubter will jump back, then keep reading.
We focus on the leads natural and installed fear, not to create a new fear.
Their current issue is a bit sour, but the idea of enhancing it is just out of the potential buyer's reach.
In simple terms, the normal person needs a solution to what they feel is unreachable.
The Process and Purpose:
First, I lay a slight blame to tap into the fearful or negative installed thought that nags in the back of the client’s brain.
Then I pull the blame back and lay it on other issues in the next several slides, offering empathy.
This process takes longer because it’s a slow build-up.
I am identifying their concerns.
It’s like making wine — time and patience.
Investing in the Video:
The 1st Four Slides:
An ongoing issue!
No resolution!
Frustration at a situation that the potential customer cannot resolve.
Then I present the solution in the 5th slide with an animated jingle and facts!
It makes the potential client think, set their mind at ease, and encourages them to keep going.
Leading to the remedy to “Rediscover Yourself” and more empathy with a happy face.
Vintage Wine:
Copywriter skills to turn a sour situation into wine. Creating long-term solutions from fears already created by the potential lead.
My job is to help them see the solution is not out of reach.
The Rest of the Slides:
I sprinkle:
More samples, direct facts, and compassion from the mind’s eye of the mental therapist.
The solution grows to something attainable with EMDR.
You just experienced Sour Grapes to Vintage Wine!
Let’s face it, there’s always a way to achieve your ideal client’s goals. You know you have the solution!
However, getting into your client’s heads for what they need to lead to your services/products is the trick.
This is why you need a copywriter!
A copywriter will nurture a client which take more time than a sales ad.
How Did I Get You to Keep Reading?:
I connected as a potential lead seeking the services with the keywords “they” are searching for!
The piece of copy is written for the ideal client.
Not from my client’s view to promote their new services. It’s the ultimate goal!
Curiosity too!
How Did I Come Up With the Idea?
This example was created from my recent discovery of EMDR Therapy.
I thought what a good idea for a trained mental health therapist to promote more business.
Then I linked the fundamentals of EMDR for stress therapy to post menopausal weight concerns.
Female hormones take a hike, leaving Cortisol in charge. Cortisol laughs in your face and packs on the weight.
She’s a wench! LOL!
Bella at the barre. Every day is a challenge with weight loss or holding steady at the current weight. Post menopause stress leads to weight gain. Mental health is vital as we get older.
Copywriting (Marketing) vs. Sales?
By adding CTA buttons throughout the slides to encourage “to purchase” = Copywriting as a part of marketing!
Copywriting is meant to create an emotional connection to resolve an issue and find the solution.
Sales is the push to purchase. — That’s not me.
The Ultimate Goal:
For my client to connect with their ideal client to promote their service or product via web search and social platforms.
Also, to inform current clients of new services.
Why Does Your Business Need a Copywriter?
As a business owner, you're always seeking more loyal customers/clients.
You want to run your business and work with YOUR hours.
Most likely, you don’t have the time to sit down to write after hours.
Writing may not be your jam.
That’s where I come in to write and market emotional copy pieces to connect with each goal!
How Can SEO Copywriting Help Your Business?:
With this video example, I would add hashtags for LinkedIn to pick up. People who follow those specific hashtags will slowly see the ad in their feed.
This video will have a link in the post leading to the website for purchase. Thus, increasing website traffic flow.
The Benefits:
The video can be recycled on any social platform multiple times.
The video can be hosted on the website or a blog post for Google to capture the keywords the client searches, aka —SEO!
People will likely watch a video, then read the typed information.
Disclaimer:
This example is fictional. I cannot confirm if EMDR is an affect course of mental health therapy for weight loss.
It would be nice though — lol!
If you have any questions about this style of writing—“copy”, feel free to drop a comment or email me.
Stay tuned for my next blog —“Emotional Downfall to Emotional Uplift” style of copy.
Cheers and prayers,
Bella
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