Copy that sells 14th june


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  • I’m Clare – I’m a freelance copywriter and editor. I started off in TEFL then worked in magazine editorial for about five years. I retrained as a marketer in 2009 and I’ve been working independently since then.
  • My aims: – To explain a bit about the job of a copywriter - To give you some top tips – To prevent any chance of you from dozing off at the end of long working day – To entertain you with some great ads I don’t want to tell you you can’t write. I do want to show you how small words can make a big difference.
  • The question I’m asked most often by people who aren’t familiar with my job is: But I can write… what do I need you for? In particular with small and medium-sized businesses who may never have used a design agency or worked with a copywriter. Most of us here are confident writers. But not all of us are copywriters… The benefits – Creating comms that are targeted and thought through - Writing for different audiences across different media… – Problem shooting other people’s copy – Helping you make sense of and order complex messages and information
  • The role of the copywriter Agency: in Madmen Peggy Olsen fights her way from being a lowly PA to the coveted role of copywriter, working on the ideas and lines for campaigns – she takes clients business objectives and products, understands their market and customers, and comes up with killer copy that sells units In-house: larger companies may have their own copywriter or copywriting team, often within the marketing, PR or comms function – who is responsible for writing customer comms, internal comms Freelance: working with businesses directly and often together with design and creative agencies to develop campaign concepts and copy, provide longer copy for customer materials, corporate brochures and websites, and everything from emails to DM to press releases So a good copywriter can cover everything from TV advertising to corporate literature to magazine articles, Facebook posts and more. They understand media and work with designers and other creative people to produce all sorts of collaterol.
  • It’s sounds crazy, but it works like a dream. I’ve tried it. Selling the Honda brand by suggesting new ways of looking at familiar objects. It’s the first thing I’d like to say about advertising: Words work together with images and design.
  • Rule 1: Connect with your audience This ad is a great example of an ad that speaks to its audience in terms they understand. If you don’t get it, you’re not in the target group.
  • Rule 2: keep them interested Good headlines, straplines and leading images work to hook the reader in They create interest and encourage people to read longer copy
  • Rule 3: be memorable Good copy – clever copy – communicates memorable ideas that people relate to. Why does this ad work?
  • All of this adds up to making your comms budget work harder and be more effective… It’s worth investing in good copywriting… as different audiences need to be communicated wirth differently and in different ways across different media. Whether it’s concept development, short copy, long copy, script writing, web content or a printed flyer – the right words connect with people and support your artwork… And ultimately your company’s brand.
  • Copy that sells 14th june

    1. 1. Copy that sells.
    2. 2. So I’ve got 20 minutes to talk about… <ul><li>The role of the copywriter. </li></ul><ul><li>How images and words work together. </li></ul><ul><li>3 golden rules of good copy. </li></ul><ul><li>Helping British Gas beat the big-hitters. </li></ul><ul><li>Why copywriters count, and </li></ul><ul><li>the choc box giveaway. </li></ul>
    3. 3. What do I need you for? <ul><li>“ Fresh and original writing oils the wheels of any commercial activity. Copywriting is not about copying – it’s about communicating in an original way.” </li></ul><ul><li>Mark Shaw, Copywriting: successful writing for design, advertising and marketing . Laurence King, 2009 </li></ul>
    4. 4. Peggy: a modern-day copy queen. Source:
    5. 5. Have you ever written on a banana with a biro? Source: Now That’s What I Call Advertising 42, DMA, Agency: Wieden & Kennedy UK
    6. 6. That’s just clever. Source: The Copy Book , Roto Vision SA, 1997
    7. 7. Surely they won’t read it! Source: The Copy Book , Roto Vision SA, 1997
    8. 8. Cute ideas really stick. Source: The Copy Book , Roto Vision SA, 1997
    9. 9. 3 golden rules of good copy. <ul><li>Connect with your audience. </li></ul><ul><li>Keep them interested. </li></ul><ul><li>Be memorable. </li></ul><ul><li>“ If you’re trying to persuade people to do something – to buy something – it seems to me you should use their language, the language they use every day, the language in which they think.” </li></ul><ul><li>David Ogilvy, quoted in Mark Shaw, Copywriting: successful writing for design, advertising and marketing . Laurence King, 2009 </li></ul>
    10. 10. Case study: Aim: help British Gas recruitment microsite win industry awards and gain recognition.
    11. 11. The process. <ul><li>Define : this is where I sit down with the client to identify their needs and objectives. </li></ul><ul><li>Understand : next we take a closer look at the audience, market, purpose and tone of any communication before starting writing. </li></ul><ul><li>Write and review : the feedback stage. </li></ul><ul><li>Design and quality check : plus a few tweaks. </li></ul><ul><li>Go : …and the communications are ready. </li></ul>
    12. 12. The work. <ul><li>Develop 2,500 words to meet awards’ entry criteria, plus PR copy to promote the site. </li></ul><ul><li>Agree final text with senior British Gas management through wide-ranging internal approvals process, on time. </li></ul><ul><li>Enter HR Magazine – HR Excellence Awards. </li></ul><ul><li>Generate supporting PR. </li></ul>
    13. 13. Winning words. <ul><li>‘ We aim to be seen as a modern, forward-thinking, socially and environmentally responsible organisation. This project deserves an award because its use of technology is innovative, unique and original – it positions us as the employer of choice and one step ahead of the competition.’ </li></ul><ul><li>‘ The microsite reaches out to employees when they are most open to impression, creating the perception of our company as a fun, interesting place to work. By enabling plenty of interaction in an exciting virtual environment, the site encourages a feeling of participation in the company before starting.’ </li></ul>
    14. 14. The results. <ul><li>| </li></ul><ul><li>HR Excellence 2010 Awards winner Most Innovative Use of Technology. </li></ul>
    15. 15. Supporting PR and client quote. “ The HR Excellence Award 2010 entry Clare wrote for us made sure all the benefits and innovative features of our microsite came to life for the judges. “ Winning the Most Innovative Use of Technology award against IBM, Microsoft and Sainsburys was an amazing achievement!” Andrew Sims, HR Recruitment Manager, British Gas
    16. 16. A quick summary. <ul><li>You can find copywriters in agencies, businesses and working independently. </li></ul><ul><li>We often work with designers to help words and images compliment each other. </li></ul><ul><li>The 3 golden rules can help you stay focused. </li></ul><ul><li>Good copy can have demonstrable results. </li></ul><ul><li>And so to the crucial question… </li></ul>
    17. 17. Do copywriters count? <ul><li>Well, we’re not known for our maths. </li></ul><ul><li>But we are experts at... </li></ul><ul><li>Knowing our audiences, </li></ul><ul><li>understanding how to connect with them, </li></ul><ul><li>crafting clear and memorable messages. </li></ul>
    18. 18. So the short answer is – YES! <ul><li>Ask me a question now. </li></ul><ul><li>Speak to me in the bar. </li></ul><ul><li>Go to </li></ul>Find out more.
    19. 19. And one more thing. Any guesses the country copywriter John Bevins is praising? Correct answer gets a box of chocs. Source: The Copy Book , Roto Vision SA, 1997