Training conversation with Whole Whale team about copywriting best practices for nonprofits. Maura Paxton, Digital Optimization Manager and Sarah Homet, Digital Marketing Associate share approaches to writing ads and useful frameworks.
We explore the relationship between emotional energy and the power of the right copy to evoke action.
Resources:
- AIDA: https://www.truesense.com/ringer/aida-essential-direct-response-fundraising-truths
- ACCA: https://learnlandingpages.com/landing-page-design/ (lots of formulas, starting with AIDA and ACCA)
- Questions in headlines (Marketing Experiments study): https://marketingexperiments.com/value-proposition/optimizing-headlines
- Fogg Behavioral Model: https://behaviormodel.org/
- keyword + benefit: https://www.invespcro.com/blog/elements-effective-ad-copy-benefits/
- keyword question : https://www.acquisio.com/blog/agency/6-ppc-ad-copy-formulas-for-highly-clickable-ads/
- emotional matrix: https://www.wholewhale.com/tips/clickbait-works-can-use-good/
- Plutchik’s Wheel of Emotion: https://martecgroup.com/using-plutchiks-wheel-of-emotions-in-market-research/
