In the realm of copywriting, “copy” refers to the text crafted specifically for advertising or marketing purposes. Its primary objective is to persuade an audience to purchase a product or to influence their existing beliefs and perceptions.
A copy deck is a meticulously prepared document, typically authored by a copywriter. It encapsulates the core advertising concept, detailing the precise wording intended for advertisements and promotional materials. The goal is to compel consumers to buy or believe in a product or service. Beyond text, a copy deck often includes visual elements, links, and any other components deemed crucial for effective product or service promotion.
To better understand the concept, let’s draw an analogy to a deck of playing cards.
Once you’ve clearly identified your ideal customer, you’re primed to begin constructing your copy deck.
1. The Cover of Your Copy Deck
Just as a deck of playing cards has a unifying cover that identifies its contents, a strong copy deck shares a central theme. This theme should align every facet of your advertising with a pre-existing desire within your target customer. This alignment becomes your “cover” – the essential narrative that will permeate every aspect of your promotional efforts. Every element within your deck must, in some way, reflect this core desire. Whether you’re creating ads yourself or collaborating with others, a clear understanding and communication of this central theme is paramount for effective advertising.
Consider a client in the health and fitness industry. As a nascent business, she sought assistance with website development and a comprehensive marketing strategy. During our sessions, we explored the concept of copy decks, beginning with a deeper dive into her target market.
-
We analyzed her audience, determining it comprised 80% women and 20% men.
-
We identified that a significant portion of her target audience was seeking to manage their weight.
-
We outlined potential human desires connected to her product, “Body by Vi,” which we then ranked by perceived value.
We listed the numerous benefits her program offered and then prioritized each benefit based on its emotional resonance with her target demographic.
2. Playing with a Full Deck: Crafting Your Message
Remember, the written copy forms the bedrock upon which you’ll build your supporting arguments and tailor your message applications for all advertising, marketing initiatives, and in-person sales pitches.
A comprehensive copy deck should typically include:
-
Compelling Headline: The hook that grabs attention.
-
Engaging Body Copy: The narrative that persuades and informs.
-
Strategic Calls to Action (CTAs): Guiding the audience on the next steps.
-
Social Proof: Testimonials or evidence that builds trust.
-
Supporting Content: Additional details that reinforce the message.
-
Final Call to Action: A concluding prompt to encourage conversion.
After aligning my client‘s product with the primary desire of her ideal customer – weight loss – I created a visual representation to illustrate how each “card” (element) could be strategically deployed in the advertising process.
Imagine a potential customer on the left, feeling secure on her “home base.” The headline card, with its bold and catchy title, captures her initial interest. As she encounters supporting information in the body copy, she gains enough confidence to explore further. The engaging text builds her belief that the solution might indeed work, especially when she reads about the success of others, perhaps a friend’s testimony. By the time she reaches the bottom of the ad, having seen multiple calls to action, she feels comfortable enough to take the initial step, such as making a phone call.
The person on the left feels secure and safe upon her home base. By placing the headline card at the top with its catchy, bold title, we capture her initial interest.
3. Display Your Winning Hand: Writing Effective Copy
3. Now that you grasp the components of a complete deck, the function of each card, and how they work in tandem to attract your ideal customer, it’s time to translate this understanding into actual copy or to guide those who will.
My client and I engaged in a brainstorming session, generating numerous phrases and action verbs. We captured a wide array of human desires, organizing them into a clear and concise format suitable for the specific advertisement she was developing. I drafted another visual aid, and we commenced the writing process, refining and rewriting until we were confident we had achieved the optimal text for her copy deck.
Example Advertisement Copy:
- Headline: Transform Your Breakfast, Shed 10 Pounds!
- Body: Discover how you can achieve weight loss while saving money with a breakfast that takes less than two minutes to prepare and costs under $2.00 daily. I challenge you to start today and join the hundreds of local individuals I’ve assisted in reaching their health and weight loss objectives.
- Call to Action: Call today: 440-479-2485 or visit www.getfitgeauga.com (Note: This business is no longer active).
You’ll observe that not all elements of the full copy deck were utilized in this particular ad. Your complete copy deck serves as a versatile resource for a multitude of promotional materials and advertisements. The key is to select the “cards” that are most appropriate for the specific ad being designed. This example has been streamlined to its essential components – the headline, body, and call to action – to fit within the constraints of the available space.
Your Turn!
Take some time to create your own copy deck and then formulate an advertisement you could use in a newspaper or online. Follow these steps, and you’ll be well on your way to crafting your own winning hand!
-
Benefit Clustering: Create a cluster of benefits related to your product or service. Rank and label them according to their importance and appeal.
-
Document Creation: Develop and title five distinct documents for your copy deck: Headline, Body Copy, Social Proof, Additional Supporting Details, and Call to Action.
-
Content Population: Fill these documents with descriptive words and phrases that effectively communicate the value of your product or service.
-
Ad Formulation: Write one or two advertisements, incorporating a headline, body copy, and a clear call to action.
Your copy deck will evolve as your business changes, but you will now possess a foundational framework and a clear understanding of how to utilize it effectively. If you require assistance in developing a working copy deck or in crafting compelling copy from your existing deck, please feel free to contact us.
