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DEX - Copywriting for Social Media
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DEX - Copywriting for Social Media


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This presentation is from the 2010 Digital Exchange (DEX) Meeting. DEX is open to members of PODi -

This presentation is from the 2010 Digital Exchange (DEX) Meeting. DEX is open to members of PODi -

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  • 1. Copywriting for Cross Media Presented by Kate Dunn, Digital Innovations Group (DIG)
  • 2. Success is based on… • #1 – there must be something to sell – An idea, product or service that is remarkable in some way • And then… – 40% list – 40% offer – 20% creative
  • 3. Before You Start… • Who is your audience? Develop personas • What do you want for your different them to think? segments to put yourself in their • What do you want shoes! them to do? • How will they do it?
  • 4. Components • Call to Action • Wiifm – Identify the pain & fix – Know the difference between features, advantages Be and benefits – How does your solution make life easier for your Relevant! contact? • Reason to trust – Testimonial, award, guarantee - make it stand out • Offer • Response method(s) • Call to action
  • 5. Streamline your copy • Get to the call to action quick & repeat it • 45% white space – Split up paragraphs with more than 3 lines – Large blocks of copy are intimidating – Use sub heads, bullets, bolding, underlines and color blocks to organize copy Average time to get reader’s attention is only 1.3 seconds!
  • 6. Indentify Pain and Fix Tired of your press going down every time a big job comes in? – No more headaches – No more overtime to meet deadlines – No more customer complaints – No more jobbing out work you could run on your press Visit: The first and ONLY solution that guarantees your press is running 24/7!
  • 7. Headlines • Make it powerful, make it pop • Center around a goal or benefit – Find Qualified Prospects Fast! – Track Results and Increase ROI! – Eliminate Waste and Increase Response! – Take Your Viewbook Digital! – Use absolute terms if you can • Good: "7 Ways to Decrease Your Debt,” • Better: "7 Ways to Eliminate Your Debt."
  • 8. Encourage Response • Action oriented – Call now, act now, start now etc • Use clear instructions for response • Fonts matter, respect your audience
  • 9. WIIFM • Think: Their benefits, not your product’s features • Don’t talk about what you have, talk about what they will get. – Use second person: – Wrong: ”Our web to print solution can improve your bottom line..." (this is about your tools) – Right: "You can generate more sales and cut costs..." (this is about the reader)
  • 10. Describe in Active Terms • Wrong: ”Learn how our tools can really improve your bottom line…” • Right: “Start raking in more revenues and slashing costs today…”
  • 11. Action, Action, Action • Wrong: "Our product is used by more than 20 distributors in the northeast.” • Right: “Other manufacturers are already using the Acme W2P Solution to increase dealer participation and growing revenue.”
  • 12. Use Testimonials for Credibility • Use relevant companys that reader can identify with • Use tangible statements – Wrong: “We love working with ABC Litho.” Jim Smith, Acme Manufacturing – Right: “We’re seeing double digit response rates from ABC Litho’s lead generation system” Jim Smith, Acme Manufacturing • Be specific – Not award winning but… – Inc. Magazine Named the KateKar, the 2009 Product of the Year • Repeat the guarantee on the response device
  • 13. Offers • Relevant • Free offers get response, but not necessarily qualified response • Make them simple to understand • Always include an expiration date – Give them a reason to do it now!
  • 14. Business to Business Offers Optimum Offer Responsiveness (1-5) Qualified(1-5) Offers ROI calculators 3 5 15 Whitepapers/ Guides 3 4 12 Case studies 4 3 12 “Relevant” giveaways 4 3 12 Video clips or demo 4 3 12 Webinars 2 5 10 Live events 1 5 5 Free giveaways 5 1 5 Tradeshows 2 2 4
  • 15. Response Mechanisms • Power position on page • Make it easy to respond – Pre-populate BRC – Memorable URLs – Readable fonts on phones • Don’t use phones if they aren’t available 24/7
  • 16. With PURLS or GURLS • Place in power position • Readable font • Repeat URL throughout the piece • Use color blocks to highlight • Make it memorable • Keep it short – Longer URL, use upper and lower case
  • 17. Effective use of Personalized URL
  • 18. Effective Use of Personalize URL
  • 19. Emails • Subject lines – Short and punchy, can truncate after 30 characters – Wrong: DIG Announces New Services for Printers – Right: Slash Payroll and Improve Customer Service • Include the response url early and above the fold – Use image and text links • Headlines can work here too – Not the same as a subject line, build on the subject line • Get to the point quickly • Interesting but not fluffy • Use subheads and bullets in longer emails
  • 20. Landing Pages • Keep the style of the referring page • Use a clear call to action • Second person • Deliver a clear, concise message • Stay on point – Keep a single objective • Key points at the beginning of paragraphs – People read the beginning and end before the middle • Remember the fold – nothing important below the fold! • Ask only what you need (and will use) – Long forms are intimidating Source: Seal the Deal: 10 Tips for Writing the Ultimate Landing Page, Roberta Rosenberg
  • 21. The Thank You • Not just a Thank You • Critical campaign pieces • Use to nurture or redirect • Include links to tell you more
  • 22. Messaging Continuity • Ensure a “common thread” – Social Media – Website – Newsletters – Magazines – Other campaigns – Etc. • Copy should match the channel
  • 23. General Writing Tips • No Hedging – Wrong: Since the recession began almost all of our families have faced at least some financial challenges.” The hedges are “almost all” and “at least.” – Right: “Since the recession began our families have faced financial challenges.” • Repeat Key Phrases – But not too much • Avoid passive voice • Provoke, don’t solve • Use short sentences – Especially in email and landing pages • Get rid of unnecessary adjectives • Be direct • Tell a story • Write like you talk Source: 10 Secrets to More Magnetic Copy, Jason Cohen
  • 24. Kate’s Keys • Minimize your objectives • Use succinct, action oriented copy • Digital real estate is cheaper than print • Test headlines, subject lines and offers • Use thank you pages and emails to nurture Less is more!