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Copywritingworkshop

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Slides from the BScene workshop DIY Copywriting.

Slides from the BScene workshop DIY Copywriting.

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  • Ask people what they’d like to get from the workshop.
  • Introduce me briefly Task 1. Introduce yourselves in groups- work with people you don’t know. Everyone sells something…even if it’s a service, information, or people don’t pay money for it. Tell people what you sell.
  • Introduce me briefly Task 1. Introduce yourselves in groups- work with people you don’t know. Everyone sells something…even if it’s a service, information, or people don’t pay money for it. Tell people what you sell.
  • Task 3 Take 5 mins to answer the questions. The best web copy speaks to your clients directly. It takes who they ARE and gets them where they want to BE. Draw a picture of them. Share with the group. Now write down a sentence which reflects your product according to how they might understand you. This will be worked upon.
  • Think of your audience as patients. Get people to anticipate what these things might be?
  • Think of your audience as patients. Make a few notes
  • Think of your audience as patients. Make a few notes
  • Think of your audience as patients. Make a few notes
  • Think of your audience as patients. Make a few notes
  • Co-op story
  • First features, then benefits. Read out. Refer to the benefit list. Now try it with your product. 2 features, 2 benefits. Now try it with your copy.
  • First features, then benefits. Read out. Refer to the benefit list. Now try it with your product. 2 features, 2 benefits. Now try it with your copy.
  • First features, then benefits. Read out. Refer to the benefit list. Now try it with your product. 2 features, 2 benefits. Now try it with your copy.
  • Take your pick/ time allowed. Spend some time writing your own web copy. Come up for a doctoring session

Transcript

  • 1. Ellen de Vries [email_address]
  • 2. What’s going to happen to you in the next hour?
    • You’ll learn how to wear other people’s shoes.
    • … knowing your audience well.
    • You’ll learn to be the doctor.
    • … how you can help people with your products.
    • You’ll learn that a spade is not just a spade, a spade its for loving, everyone needs a spade.
    • … understanding the FAB rule.
  • 3.
    • Who are you, and what do you sell?
    • I’m selling:
    • Web copy
    • SEO web copy
    • Copy for print
    • Newsletters
    • Elearning content
    I’m Ellen
  • 4.
    • What kind of shoes are your audience wearing?
  • 5. Exactly who ARE your audience?
    • What job do they do?
    • What age are they?
    • What do they fear?
    • What do they want to achieve?
    • What do they do in their free time?
    • What do they have nightmares about?
    • What papers/books do they read?
    • How much terminology do they understand already?
  • 6. Being the Doctor 1 copy cure What problems do your audiences have, that you could solve if your product was a medicine? They want to….
  • 7. Your products might help clients in these ways:
    • To be liked To be distinctive
    • To be appreciated To be happy
    • To be right To have fun
    • To feel important To gain knowledge
    • To make money To be healthy
    • To save time To gratify curiousity
    • To make work easier For convenience
    • To be secure To quell fear
    • To be attractive To lessen guilt
    • To be comfy To satiate greed
    *Adapted from the Copywriter’s Handbook Robert Bly 2005
  • 8. Being the Doctor 2 copy cure Why hasn’t their problem been solved yet?
  • 9. Being the Doctor 3 copy cure What could a possible remedy be? Thankfully.. you have just the thing…
  • 10. Being the Doctor 4 copy cure How can you change things to make it different? … and that means saying why your cure is so different from others.
  • 11. Being the Doctor 5 copy cure What do they need to do to cure themselves NOW?
  • 12. Baco-foil……couldn’t be more beneficial…. “ It’s easy, no cutting, no tearing” What are your features? What are your benefits?
  • 13. Try it. Pick one. Write 2 features, then 2 benefits.
    • Apple
    • Door knob
    • Steering wheel
    • Box of chocolates
    • Fish net stockings
    • Armchair
    • Lamp
  • 14. How is your product/service/company like a….? Thanks to: http://images.google.co.uk/imgres?imgurl=http://www.bobturf.org/jeannie/images/HotCrossBunsTray.jpg&imgrefurl
  • 15. How is your product/service/company like a….?
  • 16. Website copy checklist
    • Check the facts, are they true?
    • Check that the copy is geared to the target audience
    • Use headlines as hooks (urgent, unique, specific, useful)
    • Check that the first paragraph is engaging
    • Check that the benefits are stated clearly
    • Is it clear what is being offered?
    • Include testimonials…but keep them short
    • Take out all words that don’t contribute to the functional side of the copy
    • Check that there’s a call to action – what do they do next?
  • 17. Thanks! [email_address] 07709546714