copywriting winter 2017 week 4
TRANSCRIPT
Writing that sells
Ads, layout and design
Branding is about 3 things
Authenticity• Are you directed by your values?• Are you comfortable with who you are and
where you are? • When things go wrong, do you start with what
you could have done differently?
Branding is about 3 things
Balance• Can you balance a bias toward a positive outlook
with an unflinching resolve to face the harsh realities?
• Are you fundamentally patient but relentlessly driven toward results?
• Are you comfortable with ambiguity while continually seeking clarity?
Branding is about 3 things
Connectedness• Are you focused on serving others?• Are you open to being influenced by those
you seek to influence?• Are you curious all the time?
“Experience”
Negative space
A picture paints…
All headline
Logo and call to action
All copy, no headline
Minimal copy
Getting your attention
Keeping your attention
But does it work?
Billboard advertising
Interactive advertising
Product placement
App-based advertising
Text messaging
In-text advertising
Your retirement income plan
What would happen to her if something happened to you?
Auto insurance at lower rates
Turn your careful driving into money
How well do you know your customers?So now this is the part that allows you to describe your product or service in greater detail. This is known as your copy block.There is no question that you should be testing headlines – seeing which ones work – and which don’t.
Don’t forget the call to action here.
How well do you know your customers?
So now this is the part that allows you to describe your product or service in greater detail. This is known as your copy block.
There is no question that you should be testing headlines – seeing which ones work – and which don’t.
Coupon box to be added to the side of the ad when you want to include a discount, promotion or limited time offer.
25% OFF
Don’t forget the call to action here.
How well do you know your customers?
So now this is the part that allows you to describe your product or service in greater detail. This is known as your copy block.
Coupon box to be added to the side of the ad when you want to include a discount, promotion or limited time offer.
25% OFF
Don’t forget the call to action here.
There is no question that you should be testing headlines – seeing which ones work – and which don’t.
How well do you know your customers?
So now this is the
part that allows you to describe your product or service in greater detail. This is known as your copy block.
Coupon box to be added to the side of the ad when you want to include a discount, promotion or limited time offer.
25% OFF
Don’t forget the call to action here.
There is no question that you should be testing headlines – seeing which ones work – and which don’t.
SerifSans Serif
Point sizeBold Italics
The 20 most important copy tips
1. Demonstrate knowledge
2. Use short sentences
3. Do not overwhelm
4. Run from pompous words
5. Educate
6. Use a great headline
7. Strike a nerve
The 20 most important copy tips
8. Know your audience
9. Focus on benefits
10.Magnetize
11.Make an impact
12.Be client-centred
13.Show your image
14.Bring out your personality
The 20 most important copy tips
15.Know how the message translates
16.Be organized
17.Be consistent
18.Proofread
19.Test your copy
20.Edit and then edit some more