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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
    What am I selling (at emotional level)?
    To whom am I selling? (audience)
    Why am I selling this now (will it make sense to the customer)?
    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. VR Emails
    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
  • 13. VR Emails
    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
  • 14. Too much wasted
    Space
    Too long – shorter copy
    Needs pictures
  • 15. VR Emails
    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.
  • 16. Copywriting Resources
    Donna Baier Stein: www.twitter.com/donnabaierstein, Facebook group - Copywriter’s Council
    Current copywriters/Direct marketers:
    Jeff Laurie
    Robert Rosenthal
    Roberta Rosenberg
    Brian Clark (Copyblogger)
    Chris Brogan