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My top tips for creative copywriting. This presentation was delivered to business owners and marketing managers who need to write copy to sell their products and services.

My top tips for creative copywriting. This presentation was delivered to business owners and marketing managers who need to write copy to sell their products and services.

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Creative Copywriting Presentation Transcript

  • 1. Creative Copywriting
  • 2. Welcome• Why copywriting• Writing to sell• Top tips and handy hints• Writing for different channels• Questions and answers
  • 3. Why Copywriting?Great copywriting will help you to:• Build your brand• Demonstrate that you understand your target market• Build a trusting relationship• Motivate a response!
  • 4. It’s all about the brand...
  • 5. Writing to sell• Who are you writing for?• What’s NEAT about your business?• Understanding your customer’s pain – Pain – Impact – Vision – what’s the benefit to me?• Make an emotional connection and sell the benefits• Testimonials from real people will help
  • 6. Writing to sell• Who are you writing for?• What’s NEAT about your business?• Understanding your customer’s pain – Pain – Impact – Vision – what’s the benefit to me?• Make an emotional connection and sell the benefits• Testimonials from real people will help
  • 7. Sell with benefits…… .....Support with featuresFeature:“Contains specialist recording software”Why?“Adds greater functionality by enabling customers to record programmes”What’s in it for them?“It’s really easy to record multiple programmes. ”Emotional Root:“With Sky+ you’ll never have to miss your favourite programme again! Our easy to use recording function means you can
  • 8. Top tips and handy hints• Plan your framework – Who, what, where, when, why and how? – What action are you trying to motivate? – How many tools are you using?• Avoid jargon• Maintain a consistent voice• Walk away!
  • 9. Preparing copy for your leaflet• What do you want to achieve?• You’ve got 3 seconds - focus on the biggest benefit• Keep it relevant!• Sell the benefits, not the features• What’s the call to action?• Can you provide an incentive?• Don’t forget the contact details!
  • 10. Writing for the web• Focus on the purpose of the page – who is it for and what does it need to do?• Keyword research is key!• Get to the point and then expand on it – Between 25 and 35 words per paragraph – Sentences should average 15 – 20 words• People Scan the web – Include internal (meaningful) subheadings – Bullet points are a great way to break up the text – Readers will focus on Hyperlinks
  • 11. Thank you!The Green Sheets are calling....