SWEEP your target market off their feet with this "Marvel's" copywriting and copy editing technique!

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: Hi, everyone! How are you? We hope you all enjoyed the weekend. Let’s start the work week with motivation from our “Marketing Marvels.” Every Monday, we talk about outstanding individuals in business and marketing, and highlight their industry-related experiences, contributions, and insights. Today, we’ll focus on one of the iconic content and copywriting hacks created by conversion copywriter Joanna Wiebe. Continue reading to learn more about the “Seven Sweeps” in writing high-converting content or copies. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

SWEEP your target market off their feet with this "Marvel's" copywriting and copy editing technique! Joanna Wiebe and The Seven Sweeps Creative copywriting can sometimes be tricky to assemble. It has to capture the voice of your target market and make them thirsty for more information. Do you want to know how to create copy or content that sells like hotcakes? If so, let’s dive into the copywriting world of Joanna Wiebe! Wiebe is a conversion copywriter and the founder of copywriting websites CopyHackers and Airstory.co. In a past “Marketing Marvels” article, we talked about her humble beginnings, educational background, and how she became a copywriter who makes words count, both in dollars and in sense. Today, we’ll highlight another one of her copywriting tips and tricks. Any guesses on what this is? The “Seven Sweeps!” —a tool made up of 7 essential “sweeps” that’ll take a writer or marketer’s copywriting and copy editing skills to the next level. By “sweeps,” Wiebe means quickly reading copy from top to bottom to find inconsistencies based on the 7 elements. While the technique is widely used in copy editing, Wiebe says it is also applicable to any type of writing. This means you can use these sweeps to write engaging Facebook posts, emails, etc. Let’s discuss them one by one: Clarity Sweep - “Is the message clear?” According to Wiebe, there are times when your copy could sound confusing. If the person proofreading your draft doesn’t get your message immediately, chances are your readers won’t get it also. So, make sure your words, sentences, and overall messaging are clear for your target audience. Voice and Tone Sweep - “Is the voice and tone on-point?” Wiebe says your vocabulary, tone, and cadence determine whether your copy sounds on-brand or not. Here, it’s important to know the nature of your business to actually sound like your brand and NOT your competitor’s brand. So What Sweep - “Why is this important?” This is also known as the benefit or value sweep. Wiebe states when talking about your offering’s advantages, it’s important to ask yourself “so what?” afterwards. This helps tie every line of your copy to the outcome your readers want. Prove It Sweep - “Are testimonials, quotes, and case studies proving your claims?” According to Wiebe, this sweep shows you actually know what you’re doing and promoting. Specificity Sweep - “Where can the content be more specific?” Wiebe states this is where you get down to the nitty gritties and remove fillers like “really,” “very,” etc. Example: “More sales” can have different interpretations but “12% more sales in less than 6 months” is specific. Heightened Emotion Sweep - “Will the content connect with readers’ emotions?” Wiebe says in this sweep, the goal is to help people visualize, emphasize, or feel something that takes them a step closer to your desired action. Zero Risk Sweep - “Now that readers believe you, what can they do next that involves zero risk?” According to Wiebe, the key here is to sweep your copy for words that sound tedious—those that make readers feel like they need to do something burdensome to achieve an outcome. Including a risk-reversal guarantee like money-back, refunds, etc. is also good practice. Disclaimer: Not all 7 sweeps are applicable to all types of copy because these techniques are usually used when writing long content. However, it doesn’t hurt to go through some of these sweeps too when you’re just writing a few sentences or paragraphs. Use these 7 sweeps to craft high-converting marketing copy or content for your brand! Overall, Wiebe’s “Seven Sweeps” tool provides a comprehensive approach to copywriting and copy editing. By following this approach, you’ll craft copy that’s well-structured, persuasive, and optimized for conversions. So, what are you waiting for? Practice refining your craft with the help of Wiebe’s “Seven Sweeps!” Hope you’ve found this week’s insights interesting and helpful.     Stay tuned for next Monday’s Marketing Marvels! Throughout the years, the gaming industry has experienced a massive uptick in popularity. With millions of people playing games on a daily basis, it’s only natural that most, if not all of them, would look for peripherals for their gaming devices. Learn more about Jonah Berger and his STEPPS framework on next week’s Marketing Marvels!