Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’ Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.

1. The Science of Screenwriting
for Online Marketers and
Copywriters
by
Amy Harrison

5. Copywriting is like
scriptwriting…
Similar elements are
used again and again
to tell different stories.

6. What happens if you copy someone else’s story
WITHOUT putting your own stamp on it?

8. You don’t want to be a
crappy sequel

9. How do you know if you’re telling the
same story as everyone else?
You see everyone else telling your
story...

10. @Harrisonamy

11. Track time and expense
Powerful software
Powerful features
Powerful reports
Easy-to-use @Harrisonamy

12. New features every month
Start using in 10 minutes
“Our employees actually use it”
Google apps integration
Synch across mobile and tablet devices
Complex billing cycles
@Harrisonamy

13. @Harrisonamy

14. @Harrisonamy

15. Powerful software
Powerful features
Powerful reports
Easy-to-use
@Harrisonamy

16. Howtousethisinyour copy
{Thing customers love} + {Thing customers
love} = {Umbrella Term}
Or
{Umbrella Term} because {Thing customers
love} + Thing customers love}

17. 10-minute set-up, new features every month,
the ability to handle complex billing cycles and
integration with Google apps.
[Product] is the powerful time-tracking
software that’s also easy-to-use.

18. Does your copy have the
“Movie Trailer Effect?”
(Don’t bury the highlights)

20. @Harrisonamy

24. @Harrisonamy

25. IT Support in 60 M inutes or Less
(Yes, E ven if You N eed us O n- Site)
The fast and friendly service for businesses in the South E ast

26. Howtotell astoryYOURcustomerslove
1.Surveys
2.Symptoms
3.Spying
@Harrisonamy

27. Surveys
“If I’daskedpeoplewhat theywanted,
theywouldhavesaidfaster horses”
HenryFord
@Harrisonamy

28. Surveys
“If I’daskedpeoplewhat theywanted,
theywouldhavesaidfaster horses”
HenryFord
(maybe,maybenot)
@Harrisonamy

29. @Harrisonamy

30. @Harrisonamy

31. Surveys
1.Challenges
1.Questions
@Harrisonamy

32. Challenges
@Harrisonamy
“Billing clients is a nightmare but I haven’t got
time to learn a brand new system”
“We have so many services and pricing
structures I don’t know how we’d bring it
together without spending a lot of money.”

33. Questions
@Harrisonamy
“Can I really find software that isn’t loaded with
things I’ll never use?”
“How many of my tasks can I truly automate?
How can I stop doing so many manual
chores?”

34. Howtotell astoryYOURcustomerslove
1.Surveys
2.Symptoms
3.Spying
@Harrisonamy

36. “Issocial mediaworkingfor your business?”
@Harrisonamy

37. Doyouget customersengagingwithyouonsocial
media?
Canyoutrackwhichsales comethroughsocial
mediaactivities?
Areyouspendingtoomuchtimeupdatingindividual
accountswiththesamecontent?

38. 7Symptomprompts
@Harrisonamy

40. Say goodbye to too bright lights, unflattering
mirrors and the agony of clothes on, clothes
off, clothes on again, different size, clothes off
again.
The squeezing, the stretching, contortions,
exhaustion…
End your changing room nightmare today.

42. See your child flourish from playroom
pantomimes to their place in a West
End musical

46. Howtotell astoryYOURcustomerslove
1.Surveys
2.Symptoms
3.Spying
@Harrisonamy

47. Man 1: What do you do?
MAN 2: What do you want me to do?
MAN 1: I mean -- for a living.
MAN 2: Why? So you can say. “Oh
*that’s* what you do.’ -- And be a smug
little shit about it?
@Harrisonamy

49. Customer profile(external)
Hotel-owners who want more leads and
bookings so they can increase capacity.

50. Customer monologue(internal)
“I hate how the hotel industry is dominated by big
chains with no character. It kills me when
customers tell me we’re so much better than other
hotels, but that they found us by accident. How do
I get more people like that?
Hotel booking sites take too much money and I just
don’t know how to compete online without a
massive budget.”

54. Client casestudy
Safe online social network for children
Children upload and share artwork
Used in schools
Creators from around the world
@Harrisonamy

55. @Harrisonamy
8hoursof interviewslater...
Connecting families with the classrooms
New friendships - shy children building confidence and getting involved
Deeper understanding of diversity
Art as a universal language - transcending time-zones
Makes thinking visible
Travelling the world, beyond their community, through art

56. Crappy sequel copy?
● Seen it elsewhere?
● Umbrella terms?
Biggest Challenges Burning Questions
The “Movie Trailer Effect” - Key Features: 7 Symptom prompts
1. Location
2. People
3. Emotions
4. Performance
5. Time
6. Money
7. Physical
Customer monologue

57. @Harrisonamy