Ellen de Vries   [email_address]
What’s going to happen to you in the next hour? <ul><li>You’ll learn how to wear other people’s shoes.  </li></ul><ul><li>...
<ul><li>Who are you, and what do you sell?   </li></ul><ul><li>I’m selling: </li></ul><ul><li>Web copy </li></ul><ul><li>S...
<ul><li>What kind of shoes are your audience wearing? </li></ul>
Exactly who ARE your audience? <ul><li>What job do they do? </li></ul><ul><li>What age are they? </li></ul><ul><li>What do...
Being the Doctor 1  copy cure What problems do your audiences have, that you could solve if your product was a medicine? T...
Your products might help clients in these ways: <ul><li>To be liked To be distinctive </li></ul><ul><li>To be appreciated ...
Being the Doctor 2 copy cure   Why hasn’t their problem been solved yet?
Being the Doctor 3 copy cure   What could a possible remedy be?  Thankfully.. you have just the thing…
Being the Doctor 4 copy cure How can you change things to make it different? … and that means saying why your cure is so d...
Being the Doctor 5 copy cure What do they need to do to cure themselves NOW?
Baco-foil……couldn’t be more beneficial….    “ It’s easy, no cutting, no tearing” What are your features? What are your ben...
Try it. Pick one. Write 2 features, then 2 benefits. <ul><li>Apple </li></ul><ul><li>Door knob </li></ul><ul><li>Steering ...
How is your product/service/company like a….? Thanks to: http://images.google.co.uk/imgres?imgurl=http://www.bobturf.org/j...
How is your product/service/company like a….?
Website copy checklist <ul><li>Check the facts, are they true? </li></ul><ul><li>Check that the copy is geared to the targ...
Thanks! [email_address] 07709546714
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Copywritingworkshop

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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
  • Copywritingworkshop

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

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