Copywriting for the reluctant

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Slides from my talk at Bamboo Juice.
www.poppycopy.co.uk

Published in: Technology, Business, Education
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  • Copywriting for the reluctant

    1. 1. flickr.com/andybudd Paul Annett (used with permission)
    2. 2. Clearleft clearleft.com
    3. 3. Extreme freelancing flickr.com/adactio
    4. 4. From Site to Sites flickr.com/adactio
    5. 5. Visually minded flickr.com/benward
    6. 6. Caught unawares flickr.com/fizzkitten
    7. 7. Not his forte flickr.com/b0xman
    8. 8. Speech! Speech! flickr.com/dfluff
    9. 9. paulannett.co.uk/ flickr.com/cackhanded sxsw09
    10. 10. Copy: Hell, yes, it’s important!
    11. 11. “But I don’t DO writing!”
    12. 12. Reading
    13. 13. Swipe File
    14. 14. Write letters
    15. 15. Be authentic
    16. 16. Playing Copy Tetris
    17. 17. Copy writing in 20 minutes
    18. 18. Takeaway copy: KFC
    19. 19. Know What are the benefits? Now, what are the real benefits? photo: Ben Ward
    20. 20. Feel (I don’t know about you but I feel intensely worried on that little girl’s behalf.) Photo: kevindooley
    21. 21. Call to action Make like a toddler: “NOW! NOW! NOW!”
    22. 22. First, make a list of every feature of your product or service. Second, ask yourself why each feature is included in the first place. Third, take the “why” and ask “how” does this connect with the prospect’s desires? Fourth, get to the absolute root of what’s in it for the prospect at an emotional level. from copyblogger.com
    23. 23. Mockup: Irregular Shed
    24. 24. Fotofakr.com Startup company, has webapp that puts filters on photos to make people look more attractive
    25. 25. Fotofakr.com - targeted users Companies sexing up employee photos for brochures Teenagers/Twenty somethings on social networks (for profile pics and similar) Mothers hoping to make their kids look extra-cute for family Christmas card
    26. 26. Direct headlines “Fotofakr Fotobooks - 20% off”
    27. 27. Indirect headlines “Save money while saving face”
    28. 28. This is the News! “Fotofakr launches to wide derision by beautiful people”
    29. 29. How to “How to make every freckle fade.”
    30. 30. Question? “Do the words ‘Please include photo’ fill you with dread?”
    31. 31. Commands “Put the sex back into sexual harrassment - fotofakr.com your secretary today”
    32. 32. Ways and Whys (otherwise known as diggbait) “10 ways to create a man-catching photo” or “5 reasons why you’re too ugly to make the board.”
    33. 33. The End (or rather, The Beginning)

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