Optimizing Your Message Learn strategies to write high ... - meclabs

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Summary: Putting it all together Exposition Climax Rising Action Proofs Benefits Features Incentive Urgency Exposition ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) Overall, just like in a good story, each part of the copy must be properly sequenced to match the visitor’s natural flow of thought. Resolution Climax
Thank You Todd Lebo Senior Director of Content MECLABS Todd.Lebo@MECLABS.com Justin Bridegan Senior Marketing Manager MECLABS Justin.Bridegan@MECLABS.com 37
Page 1 and 2: Copywriting on Tight Deadlines How
Page 3 and 4: Experiment: Control Control Origina
Page 5 and 6: Experiment: Treatment Treatment Tre
Page 7 and 8: Experiment: Results 103% Increase i
Page 9 and 10: ? How can I write effective copy wi
Page 11 and 12: How People Tend to Think SUB STORY
Page 13 and 14: How story connects to the conversio
Page 15 and 16: How story connects to the conversio
Page 17 and 18: Connecting to Copy ? So, how does s
Page 19 and 20: Optimization Summit 2011 Example Wh
Page 21 and 22: Optimization Summit 2011 Example: R
Page 23 and 24: Introduction: The 3-step framework
Page 25 and 26: Step 1: Create your exposition On a
Page 27 and 28: Step 1: Create your exposition The
Page 29 and 30: Step 2: Create your rising action W
Page 31 and 32: Step 2: Create Your Rising Action I
Page 33 and 34: Step 3: Create your climax/resoluti
Page 35: Step 3: Create Your Climax • Four

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