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Copywriting And Creative Seminar

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    Copywriting And Creative Seminar Copywriting And Creative Seminar Presentation Transcript

    • Copywriting Tips from the DMA Design and Copy Technique and Application Certification
      By Amber Cleave
      11/19/10
    • Agenda
      Getting started
      Copywriting Key Points and Highlights
      Copywriting for Blogs
      A look at some VR emails…dun dun dun
      Helpful resources
    • 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)?
    • Getting Started - Brainstorming
      Review background info
      Make a list
      Write a friend
      Cluster writing
      Venn Diagram
      Mind Map
      Free-write
    • 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)
    • 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).
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Too much wasted
      Space
      Too long – shorter copy
      Needs pictures
    • 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.
    • 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