copywriting essentials

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Slides from the Feb '10 Copywriting Workshop.

TRANSCRIPT

  • 1.

2.

  • powerful copy

3. 4. 5.

  • 7deadly sins

6.

  • 1.321

7. 8. 2.We we we 9. 10.

  • 3.So what?

11. 12.

  • 4.What do you want me to do?

13. 14.

  • 5.confusing

15.

  • 6.apathy

16. 17.

  • 7.trust

18.

  • writing
  • powerful copy

19.

  • goal
  • audience
  • SPIN
  • AIDCA

20.

  • goal

21.

  • know, think, do

22.

  • Cox & cox postcard

23.

  • Isabella Oliver

24.

  • who
  • are you writing to?

25.

  • audience

26.

  • problems,
  • needs
  • motivations

27.

  • SPIN

28. 29.

  • Solutions people
  • canfeelin their
  • gut

30.

  • You can say the right thing
  • about a product or service. And
  • nobody will listen. Youve got to
  • say it in such a way that people
  • will feel it in their gut. Because if
  • they dont, nothing will happen.
  • William Bernbach,Advertising Guru

31. 32.

  • The painful exercise!

33. 34.

  • writing

35.

  • aidca

36. a ttention i nterest d esire c onviction a ction 37.

  • grab
  • attention

38. 39. 40. 41.

  • headlines

42.

  • announcement

43.

  • Introducing the UKs only specialist documentation sector recruitment agency.
  • Announcing our lowest price yet for
  • Announcing the most luxurious linen yet. Save 25% when you buybefore1st August

44.

  • command

45. Save s every week for the rest ofyourlife! Heres how Invest just one hour of your time discovering how to make your business image work harder for you 46.

  • state offer

47. 500 full colour business cards for just 49! Save upto 77% on full colour print Commission freemortgages throughout August! 48.

  • personal

49. Youve helped them before. Now they needyourhelp again. You know more about printing than most - so youll recognise a great offer when you see one! Youve been a valued customer of Laytons Solicitors for over five years 50.

  • peer to peer

51. As a fellow marketing professional myself I know the importance of working with the right partners As a fellow HR executive you know how expensive hiring the wrong people proves to be. As a fellow HR executive I know the impact a slow recruitment campaign will have on your workload. 52.

  • question

53. How willyoumake your business grow faster in 2008? Would you like recruiting staff to take up less ofyourtime? 54.

  • human interest

55. When I was 21, I was diagnosed with breast cancer I never had time to think about a pension when I was young. Now, time is all I have How often doyoufeel thirsty? Will you stop for a minute to think about it? 56.

  • emotion

57. Start creating marketing thatreally works Communicate the professional image that your business deserves. Your family deserves to sleep safely, so wake up to a few facts about house fires 58.

  • identify problem

59. Sick and tired of wasting time reviewing candidates your recruitment consultancy should never have sent you? Is your business image letting you down? 60.

  • benefit

61. Your marketing could be working much, much harder for you. Heres how Would you like to add 160,000+ to your annual turnover? You could be. Heres how Get muchmoreadvertising out ofyourmarketing budget. 62.

  • irrefutable logic

63. The more people who know about your business - themore businessyou will get. Yellow Pages - lets tell the world youre here! When advertising is a numbers game, it often adds up to nothing. WebCast - just pay for what you get 64.

  • let them in on something

65. Youre one of the very first to know Exclusive offerfor Account Customers only Special preview - for existing customers only Shhhh, its our little secret 66.

  • reasons why

67. Three reasons whyyourcompetitors choose Documentation People as their recruitment agency of choice Three ways that you can make an immediate difference to a childs life Three ways that you can take action and feel in control of your grief 68. 69.

  • Manipulatethe
  • emphasis

70. 71.

  • powerful
  • angles

72. 73.

  • interest

74.

  • generate
  • interest

75.

  • what do they need to know?

76.

  • pain triggers

77.

  • why do they care?

78.

  • desire

79.

  • createdesire

80.

  • do I really want or need this?

81. 82.

  • impact of not having?

83. prove the benefits to me 84.

  • conviction

85.

  • build
  • conviction

86.

  • guarantee

87. a great guide to doing exhibitions - it does what it says on the tin!Margaret MacMillan

  • testimonial

88. The power of testimonials 89.

  • action

90.

  • call toaction

91. 92.

  • whats the rush?

93. 94.

  • ask for the order

95.

  • powerful
  • copy

96.

  • is focused on the customer

97.

  • is painful

98.

  • Starts by
  • thinking about
  • the action

99.

  • support

100.

  • 2 weeks email support

101. If you found this useful

  • Exhibit! How to use exhibitions to grow your business
  • 18 thMarch
  • www.marvellousworkshops.co.uk

102.

  • Fiona Humberstone runs printing.com in
  • Guildford which helps companies win more business from their brand and marketing communications.
  • Fiona is the author of the forthcoming
  • book: Exhibit Profitably and runs regular
  • workshops and events around the
  • South East. If youd like to book Fiona
  • for a one to one consultation or to speak
  • at your company or group please email
  • [email_address]
  • www.guildfordprinting.com