Episode 228
262: Fundamentals of Copywriting for a Cause
Using the Whole Whale - A Nonprofit Podcast
October 21, 202142m 34s
Audio is streamed directly from the publisher (mcdn.podbean.com) as published in their RSS feed. Play Podcasts does not host this file. Rights-holders can request removal through the copyright & takedown page.
Show Notes
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.
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/