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Copywriting Essentials

Copywriting Essentials



Slides from the Feb '10 Copywriting Workshop.

Slides from the Feb '10 Copywriting Workshop.



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  • Stackhouse poland. Does this one cut it?
  • Less than 3 seconds to grab the reader’s attention or it goes in the bin! Grab attention with an arresting, relevant headline ATTENTION
  • Always written from the point of view of the company, not the recepient INTEREST
  • Ends up not being relevant, or not compelling enough to motivate them to take action DESIRE
  • Too many calls to action/ none at all ‘introducing company’ - no response! ACTION
  • Stackhouse poland. Does this one cut it?
  • Jargon, too many actions. Propositions, writing just doesn’t make sense!
  • desire
  • conviction
  • Are you talking to me?
  • Why are you talking to me, what do you want me to know?
  • It’s a nice idea, but do I really want it or need it?
  • What is it and what does it do? What makes you unique or better? How? How does this benefit the buyer? What is the impact of not having it? Can you quantify the value? Can you prove your claims? What if it doesn’t work, fit or satisfy? Why buy it now?
  • How can I make sure I’m not making a mistake?
  • What do you want people to do? Call? Email? Write? Visit your website?
  • Save £20 when you book today

Copywriting Essentials Copywriting Essentials Presentation Transcript

    • powerful copy
    • 7 deadly sins
    • 1. 3…2…1…
  • 2. We… we… we…
    • 3. So what?
    • 4. What do you want me to do?
    • 5. confusing
    • 6. apathy
    • 7. trust
    • writing
    • powerful copy
    • goal
    • audience
    • SPIN
    • AIDCA
    • goal
    • know, think, do
    • Cox & cox postcard
    • Isabella Oliver
    • who
    • are you writing to?
    • audience
    • problems,
    • needs
    • motivations…
    • SPIN
    • Solutions people
    • can feel in their
    • gut
    • “ You can say the right thing
    • about a product or service. And
    • nobody will listen. You’ve got to
    • say it in such a way that people
    • will feel it in their gut. Because if
    • they don’t, nothing will happen.”
    • William Bernbach, Advertising Guru
    • The painful exercise!
    • writing…
    • aidca
  • a ttention i nterest d esire c onviction a ction
    • grab
    • attention
    • headlines
    • announcement
    • Introducing the UK’s only specialist documentation sector recruitment agency.
    • Announcing our lowest price yet for…
    • Announcing the most luxurious linen yet. Save 25% when you buy before 1st August
    • command
  • Save £££s every week for the rest of your life! Here’s how… Invest just one hour of your time discovering how to make your business image work harder for you
    • state offer
  • 500 full colour business cards for just £49! Save upto 77% on full colour print Commission free mortgages throughout August!
    • personal
  • You’ve helped them before. Now they need your help again. You know more about printing than most - so you’ll recognise a great offer when you see one! You’ve been a valued customer of Laytons Solicitors for over five years…
    • peer to peer
  • As a fellow marketing professional myself I know the importance of working with the right partners… As a fellow HR executive you know how expensive hiring the wrong people proves to be. As a fellow HR executive I know the impact a slow recruitment campaign will have on your workload.
    • question
  • How will you make your business grow faster in 2008? Would you like recruiting staff to take up less of your time?
    • human interest
  • When I was 21, I was diagnosed with breast cancer… I never had time to think about a pension when I was young. Now, time is all I have… How often do you feel thirsty? Will you stop for a minute to think about it?
    • emotion
  • Start creating marketing that really works … Communicate the professional image that your business deserves. Your family deserves to sleep safely, so wake up to a few facts about house fires
    • identify problem
  • Sick and tired of wasting time reviewing candidates your recruitment consultancy should never have sent you? Is your business image letting you down?
    • benefit
  • Your marketing could be working much, much harder for you. Here’s how… Would you like to add £160,000+ to your annual turnover? You could be. Here’s how… Get much more advertising out of your marketing budget.
    • irrefutable logic
  • The more people who know about your business - the more business you will get. Yellow Pages - let’s tell the world you’re here! “When advertising is a numbers game, it often adds up to nothing.” WebCast - just pay for what you get
    • let them in on something…
  • You’re one of the very first to know… Exclusive offer for Account Customers only Special preview - for existing customers only Shhhh, it’s our little secret…
    • reasons why
  • Three reasons why your competitors choose Documentation People as their recruitment agency of choice Three ways that you can make an immediate difference to a child’s life… Three ways that you can take action and feel in control of your grief…
    • Manipulate the
    • emphasis
    • powerful
    • angles
    • interest…
    • generate
    • interest
    • what do they need to know?
    • pain triggers
    • why do they care?
    • desire…
    • create desire
    • do I really want or need this?
    • impact of not having?
  • prove the benefits to me
    • conviction…
    • build
    • conviction
    • guarantee
  • “ a great guide to doing exhibitions - it does what it says on the tin!” Margaret MacMillan
    • testimonial
  • The power of testimonials
    • action…
    • call to action
    • what’s the rush?
    • ask for the order
    • powerful
    • copy…
    • is focused on the customer
    • is painful
    • Starts by
    • thinking about
    • the action
    • support…
    • 2 weeks email support
  • If you found this useful…
    • Exhibit! How to use exhibitions to grow your business
    • 18 th March
    • www.marvellousworkshops.co.uk
    • Fiona Humberstone runs printing.com in
    • Guildford which helps companies win more business from their brand and marketing communications.
    • Fiona is the author of the forthcoming
    • book: Exhibit Profitably and runs regular
    • workshops and events around the
    • South East. If you’d like to book Fiona
    • for a one to one consultation or to speak
    • at your company or group please email
    • [email_address]
    • www.guildfordprinting.com