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5 Core Tenets of Effective Copywriting w/ Dane Saville
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In this episode of the KPI Cafe, host Dane Saville dives into a solo act to highlight five -- of the many -- core tenets of effective copywriting. These were hand-selected based on a look across websites, paid search copy, social media copy, and more; all five need a little extra attention because they are still pervasive in automotive digital marketing; however, these can apply and are beneficial to any small business seeking to improve their messages with extra nuance.
Whether you're a Dealer Principal, Marketing Director, or digital marketing for an agency in automotive, these are easy-to-remember and important-to-apply best practices but are certainly not the only to consider. In a twist of irony, though Dane underscores just how much those who work in dealerships do (and don't have the time to prioritize reading about copywriting), he offers up some books that will further sharpen your understanding of this important and often ignored aspect of your marketing.
In addition to these insights, we have another installment of What's Going on in Auto: SEO Edition.
Here's what you can expect:
What's Going on in Auto: SEO Edition
Negative Priming
- What is it?
- Examples
- Carvana
The Power of "You" and "Me"
- The Effect
- Context of Variability: Wordstream / Reunion
Power Words
- "Obligation" Mistake
- Teaser, Exclusivity, Slogan, Comfort, Excitement
- Aquire, Retain
Clarity, Intentional, Directional
- Don't Overestimate Consumer Understanding
- The Process: Drafting
Consistency of Voice
- Across Channels
- Market-Oriented
- Who Are You?
- Localize
Book Recommendations
Recap, Context, and Concluding Remarks
Previewing Next Week's Episode: Hannah Lifson
Chapter
1. What's Going on in Auto: SEO Edition (00:03:33)
2. Negative Priming (00:08:50)
3. The Power of "You" and "Me" (00:14:31)
4. Power Words (00:16:33)
5. Clarity, Intentional, Directional (00:20:10)
6. Consistency of Voice (00:24:50)
7. Book Recommendations (00:28:52)
8. Recap, Context, and Concluding Remarks (00:29:53)
9. Previewing Next Week's Episode: Hannah Lifson (00:32:37)
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