get past the rfp! persuasive writing for ad agency new business

Get Past the RFP!Persuasive Writing That SellsPresented by Jody Sutter, The Sutter CompanyOctober 9, 2015

0© 2015 The Sutter Company.

www.thesuttercompany.com

What is


persuasive writing?

“We also launched targeted CPA-driven display buys across

endemic and behaviorally targeted ad networks.”

www.thesuttercompany.com 3© 2015 The Sutter Company.

“We also launched targeted CPA-driven display buys across

endemic and behaviorally targeted ad networks.”


What??

Learnings

Sound familiar?

Customer journey


Touchpoints

HOLISTIC

Monetize Off (or On) –brand

Value-‐addBest-‐in-‐class

State-‐of-‐the-‐art

PARADIGM SHIFTLeverage a best practice

Core competencyBrand DNA

Positive business outcomes

Advertising is not like making widgets.



Advertising is about communicating

abstract ideas that only live in our heads.


Six steps to persuasive writing


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2

3

4

5

Pause.What do you want to say? Who are you saying it to?

Word dump

Tell a story.

Use the writer’s checklist to break bad habits.

Edit to simplify and clarify

6 Proofread!!



1

2

3

4

Pause.What do you want to say? Who are you saying it to?

Word dump

Tell a story.


5 Edit to simplify and clarify

6 Proofread!!


Put yourself in the reader’s shoes.




1

2

3

4

Pause. What do you want to say? Who are you saying it to?

Word dump

Tell a story.



6 Proofread!!


customize your boiler plate copy.Always




1

2

3

4


Word dump

Tell a story.



6 Proofread!!

15

Tell me a story…

© 2015 The Sutter Company.

Stasis

Trigger Quest Critical choice

Surprise

ResolutionClimax

Reversal

Triumph

Struggle


A classic story arc

Time



How Dorothy did it

Triumph

Struggle

Time


Stasis

Trigger

Quest

Critical choice

Surprise

Resolution

Climax

Reversal

Situation

Challenge Research Creative Development

Insight

Results

Campaign Launch

Measurement and Adjustment

Triumph

Struggle


How you can do it with a case study

Time

Execution

BIG IDEA




1

2

3

4


Word dump

Tell a story.



6 Proofread!!

The writer’s checklist

Active versus passiveSimplify wordsEliminate unnecessary wordsAvoid weakling verbsUse adjectives carefully




The project will have been completed before the deadline.


Active versus passive



The project will have been completed before the deadline.


Active versus passive

We’ll complete the project before the deadline.



Optimum DisseminateInitiateUtilize CurrentlyNumerousImplementAssistanceFacilitate


Simplify words



Optimum DisseminateInitiateUtilize CurrentlyNumerousImplementAssistanceFacilitate


BestSendStartUseNowManyDoHelpEase

Simplify words



In an effort to

Is of the opinion that

At this point in time

Due to the fact that

With the exception of

For the purpose of

Until such time as

Referred to as

Simplify phrases



In an effort to

Is of the opinion that

At this point in time

Due to the fact that

With the exception of

For the purpose of

Until such time as

Referred to as

Simplify phrases

ToBelievesNowBecauseExceptForUntilCalled



Our integrated strategy group is responsible for insights that are fueled by consumer data.

Eliminate unnecessary words



Our integrated strategy group is responsible for insights that are fueled by consumer data.

Eliminate unnecessary words

Our strategy team uses data to uncover consumer insights.



Gave assistance to

Gave an explanation

Did the marketing for

Call your attention to


Avoid weakling verbs



Gave assistance to

Gave an explanation

Did the marketing for

Call your attention to


Avoid weakling verbs

HelpedExplainedMarketedRemind



We are passionate about our clients’ business and relentless in pursuing results on their behalf.


Really?Use adjectives carefully

RelentlessPassionateSuperlativeDrivenState-‐of-‐the-‐artNext-‐generation

Ban these words!


RenownedNimbleBreakthroughCutting-‐edgeFlawlessProven


Flesch-‐Kincaid Readability Test


Hemingwayapp.com



1

2

3

4


Word dump

Tell a story.



6 Proofread!!

36

The first draft of anything is shit.

© 2015 The Sutter Company.


Putting all this into practice.


Putting all this into practice


Before:Understanding that there are numerous goals for this relationship, this proposal reflects our recommendation for the first three months in an effort to address these initial objectives within the provided timeframe. Please note that hard costs associated with photography, production, etc., have not been accounted for at this time.





Who’s doing the understanding?





Overly complicated





Buzz-‐kill




Before:Understanding that there are numerous goals for this relationship, this proposal reflects our recommendation for the first three months in an effort to address these initial objectives within the provided timeframe. Please note that hard costs associated with photography, production, etc. have not been accounted for at this time.

After:There's a lot to accomplish and we can't wait to get started. Since many of the goals have yet to be defined, we suggest spending the next three months focused on figuring out how your brand looks, feels and acts. This is going to give us a strong foundation that will support -‐ and even inform -‐ future marketing activities.




Before:Focusing on the power of social media, we were able to combine local targeting and campaign optimization to close the loop between brand likeability and sales. The different market insights in terms of sentiment proved to be invaluable to [CLIENT] and are now being used in product development and future worldwide marketing efforts.






Like some kind of superpower?





I think I know what you’re trying to say, but it’s awkward.





Overly complicated.





Show me, don’t tell me.



Before:Focusing on the power of social media, we were able to combine local targeting and campaign optimization to close the loop between brand likeability and sales. The different market insights in terms of sentiment proved to be invaluable to CLIENT and are now being used in product development and future worldwide marketing efforts.

After:We combined local targeting, campaign optimization and the power of social media to close the loop between brand affinity and sales. Through our research, we identified four archetypal customers that [CLIENT] continues to use in its product development and worldwide marketing efforts.




1

2

3

4

5


Word dump

Tell a story.


Edit to simplify and clarify

6 Proofread!!

1.Step away for a while2.Look for something different every time

3.Check accuracy of names 4.Look at a hard copy

5.Read the text out loud 6.Use spellcheck (carefully!) and a dictionary

7.Read the text backwards



What about creativity?


What creativity can’t fix:

TyposAn unanswered briefDense copy that’s impossible to readObsequious use of the client’s brandFormats that are difficult to distribute, read and store


Smart ways to be creative

Be strategic, not gratuitousGive something of valueFormats that enhance your submissionGet the right people involved



Questions?



Want a consultation? Contact:[email protected]‐312-‐3016


get past the rfp! persuasive writing for ad agency new business

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