Beyond Blah, Blah, Blah - Bart Butler
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Beyond Blah, Blah, Blah - Bart Butler

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Beyond Blah, Blah, Blah was presented by Bart Butler for Writeshop on July 31, 2010

Beyond Blah, Blah, Blah was presented by Bart Butler for Writeshop on July 31, 2010

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  • 1. Beyond Blah, Blah, Blah … writing people respond to Bart Butler Bart Butler Communications Email: bart.butler01@yahoo.com Twitter: @bartbutler
  • 2. Today’s Session 1. Our common challenges 2. Approaching a writing assignment – one principle 3. Advertising: Lessons from master copywriters… and from you 4. Writing tips & resources 5. Exercise: A headline for your product or service
  • 3. Our Common Challenges Getting people’s attention Getting them to read/listen Getting them to understand & believe Getting them to take action Earning their trust & loyalty, long- term
  • 4. The 8 “Cs” of Captivating Customer Communication
  • 5. The 8 “Cs” Getting people’s attention E E CATCHY & CREATIVE Getting them to read/listen TV TIIV CONCISE LA LA Getting them to understand & MU believe MU CLEAR & CREDIBLE CU CU Getting them to take action COMPELLING Earning their trust & loyalty CHARISMATIC
  • 6. Approaching a Writing Assignment Listening is more important than writing! Listen to everyone involved
  • 7. Approaching a Writing Assignment Help Desk & Customer Service Google is your audience, too
  • 8. Lessons from Master Ad Copywriters “If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.” Leo Burnett
  • 9. Lessons from Master Ad Copywriters
  • 10. Lessons from Master Ad Copywriters “You can say the right thing about a product, 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 feel it, nothing will happen” Bill Bernbach, DDB
  • 11. Phyllis Robinson
  • 12. Lessons from Master Ad Copywriters “If nobody notices your ad, everything else is ‘freaking’ academic!” Bill Bernbach, DDB
  • 13. Lessons from Master Ad Copywriters “If you don’t get noticed, you don’t have anything. You just have to get noticed, but the art is in getting noticed naturally, without screaming.” Leo Burnett
  • 14. Leo Burnett
  • 15. Copywriting with staying power You’re in Good Hands with Allstate Fly the Friendly Skies The Best to You Each Morning
  • 16. Lessons from Master Ad Copywriters “Advertising is the ability to sense, interpret, to put the very heart throbs of a business into type, paper and ink.” Leo Burnett
  • 17. Lessons from Master Ad Copywriters “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Leo Burnett
  • 18. David Ogilvy American Express Shell Sears Maxwell House Rolls Royce Dove
  • 19. The Man in the Hathaway Shirt
  • 20. Schweppes Tonic Water
  • 21. Rolls Royce Ad Copy At 60 miles an hour, the loudest noise in the new Rolls Royce comes from the electric clock.
  • 22. Dove Soap Only Dove is ¼ moisturizing cream.
  • 23. Lessons from Master Ad Copywriters “Every advertisement is part of the long-term investment in the personality of the brand.” David Ogilvy, Ogilvy & Mather
  • 24. Lessons from Master Ad Copywriters “…the best ads come from personal experience. Some of the good ones I’ve done have come out of the real experience of my life, and somehow this has come over as true and valid and persuasive” David Ogilvy,
  • 25. Lessons from Master Ad Copywriters “On the average, five times as many people will read the headline as read the body copy. When you’ve written your headline, you have spent eighty cents out of your dollar.” David Ogilvy
  • 26. Ad Effectiveness: Your Take
  • 27. Ad Effectiveness: Your Take
  • 28. Ad Effectiveness: Your Take
  • 29. Ad Effectiveness: Your Take
  • 30. Ad Effectiveness: Your Take
  • 31. Ad Effectiveness: Your Take
  • 32. Ad Effectiveness: Your Take
  • 33. Ad Effectiveness: Your Take
  • 34. Writing Tips & Resources 1. Know your purpose
  • 35. Writing Tips & Resources 2. Get right to the point
  • 36. Writing Tips & Resources 3. Tell people what you want them to do
  • 37. Writing Tips & Resources 4. Keep it simple --Write like you talk
  • 38. Writing Tips & Resources “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.” David Ogilvy,
  • 39. Writing Tips & Resources “If it sounds like writing, I rewrite it.” Elmore Leonard, Author
  • 40. Writing Tips & Resources 4. Keep it simple --Write like you talk --Read it aloud --Write like other people talk
  • 41. Writing Tips & Resources 5. Use Quotes
  • 42. Writing Tips & Resources 5. Use Quotes “We were as nervous as whores in church.”
  • 43. Writing Tips & Resources 5. Use Quotes “Now I don’t have to go around playing ‘Nancy Drew…”
  • 44. Writing Tips & Resources 5. Use Quotes Only REAL quotes from REAL people
  • 45. Writing Tips & Resources 6. Be Brief 6a. Use Active v. Passive Voice 6b. Minimize Prepositional Phrases
  • 46. Writing Tips & Resources 7. Eliminate/explain company jargon & weird acronyms …people don’t get it.
  • 47. Writing Tips & Resources 8. Avoid Clichés Let your ideas percolate ‘til you’ve got something new See @TheOnion on Twitter
  • 48. Writing Tips & Resources 9. Edit…rewrite…re- edit…repeat as needed
  • 49. Writing Tips & Resources 10. Proofread everything before hitting the send button! --Get proofing help if you need it
  • 50. Writing Tips & Resources Bonus Tip: It’s not all about the words. --Collaborate with graphics, video & web specialists
  • 51. Writing Resources Basic Tools: Dictionary Thesaurus Style/Usage Guide Spell/Grammar check
  • 52. Writing Resources Grammar Classes: Community College University Life-Long Learning Programs
  • 53. The 8 “Cs” Getting people’s attention CATCHY & CREATIVE Getting them to read/listen CONCISE Getting them to understand & believe CLEAR & CREDIBLE Getting them to take action COMPELLING Earning their trust & loyalty CHARISMATIC & CUMULATIVE
  • 54. Approaching a Writing Assignment Listening is more important than writing!
  • 55. Lessons from Master Ad Copywriters “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Leo Burnett
  • 56. Beyond Blah, Blah, Blah … writing people respond to Bart Butler Bart Butler Communications Email: bart.butler01@yahoo.com Twitter: @bartbutler
  • 57. Headline Writing Exercise A. B. C. D. E. Age From Occupation Fearful of Hopeful for 15 NYC Small Biz Poverty Wealth 25 Dubuque Nurse Loneliness Fitness 35 Guadalajara Landscaper Sickness Self Improvem’t 45 New Delhi Policeman Rejection Fame 65 plus Scottsdale Tea Party Irrelevance Job Activist Success Seattle Designer Immigrants Invent Something
  • 58. Beyond Blah, Blah, Blah … writing people respond to Bart Butler Bart Butler Communications Email: bart.butler01@yahoo.com Twitter: @bartbutler