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Copywriting And Creative Seminar
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Copywriting And Creative Seminar


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  • 1. Copywriting Tips from the DMA Design and Copy Technique and Application Certification By Amber Cleave 11/19/10
  • 2. Agenda • Getting started • Copywriting Key Points and Highlights • Copywriting for Blogs • A look at some VR emails…dun dun dun • Helpful resources
  • 3. Getting Started: The 4 Key Questions Ask these 4 Key Questions: before you begin to write 1. What am I selling (at emotional level)? 2. To whom am I selling? (audience) 3. Why am I selling this now (will it make sense to the customer)? 4. What do I want my reader to do (Calls to Action)?
  • 4. Getting Started - Brainstorming • Review background info • Make a list • Write a friend • Cluster writing • Venn Diagram • Mind Map • Free-write
  • 5. Copywriting Key Points • Font Style: Sans-serif fonts, such as Arial, Verdana and Helvetica, are easier to read online • Read Your Copy Out loud • Cut the Clutter: William Zinsser wrote that "clutter is the disease of American writing." The quickest way to improve your copy is by removing any uneccesary words such as "that"or "to.” • Use the Rhythm of 3 (happy, joyous and free)
  • 6. More Highlights • Vary Sentence Length • Features vs. Benefits: Features are what the product has. Benefits are what it will provide the customers. The customer will always ask, "What's in it for me?” – Made of Steel (feature) VS – You never have to replace it (benefit) – Home delivered (feature) VS – Save time and money (benefit) • Write In the Second Person: Focus on one person (you/your) rather than a group (our customers).
  • 7. More Highlights • Write Less Copy: People read 25% slower online than offline, so you need to write less copy so they will read it. • Key Points: Keep your most important points at the beginning of paragraphs, bullets and lists. • Keep Paragraphs Short: Make sure your paragraphs are no more than 3 “lines” long. • Odd vs. Even: Odd numbers are easier to remember than even
  • 8. More Highlights • Ratio: ¾ free info vs. ¼ sales info • As a writer, you can suggest ways to improve the offer • Limit options – too many options can be overwhelming • FUD Factor: Fear, uncertainty, doubt • Write for the 6th grade level • Bucket Brigade Words: Move copy forward
  • 9. More Highlights • #1 Copywriting rule: Does this make sense to the customer? • Link to engage – makes ppl feel involved • Focus on human element • AIDA – Attention, Interest, Desire, Attraction (like sense of urgency) • Spell check • Proof read
  • 10. Writing for Blogs • Purposes of blogging: – Value to reader – Entertain – Increase SEO – Create business/sales – Marketing your biz – Dialogue with readers – Provide expertise, leadership, educate
  • 11. More About Blogging • Headlines – Titles should be captivating and search engine spiders should be able to find them – Brevity – Make a promise – OK to write like you talk – OK to ask questions – Capture attention
  • 12. Too much wasted space on top right – click map studies show this is also among the most clicked upon spaces Split up into two paragraphs Add bulleted benefits of surveys VR Emails
  • 13. Too much wasted space on top right Split up into two paragraphs – sentences should be no more than 3 “lines” long. That could even be one long sentence. Add bulleted benefits Of postcards The word “Complement” is too long – try “Pair” instead. Recommends signing from an individual rather than a company – makes it seem more personal VR Emails
  • 14. Too much wasted Space Too long – shorter copy Needs pictures
  • 15. Way too long, too much bolding and links. No flow. Where do you want people to go?? Too long – shorter copy Needs pictures Newsletter overall: Too long, word- heavy, too much blue, not enough pictures, bad flow – doesn’t lead readers. VR Emails
  • 16. Copywriting Resources • Donna Baier Stein: rstein, Facebook group - Copywriter’s Council • Current copywriters/Direct marketers: – Jeff Laurie – Robert Rosenthal – Roberta Rosenberg – Brian Clark (Copyblogger) – Chris Brogan