Beyond
Blah, Blah, Blah
    … writing people respond to

    Bart Butler
    Bart Butler Communications
    Email:
    bar...
Today’s Session
1.   Our common challenges
2.   Approaching a writing assignment
     – one principle
3.   Advertising: Le...
Our Common Challenges
 Getting people’s attention
 Getting them to read/listen
 Getting them to understand &
 believe
 Get...
The 8 “Cs” of
Captivating
Customer
Communication
The 8 “Cs”
                 Getting people’s attention
            E
            E    CATCHY & CREATIVE
                 G...
Approaching a Writing
Assignment
 Listening is more
 important than
 writing!
 Listen to everyone
 involved
Approaching a Writing
Assignment
 Help Desk &
 Customer Service
 Google is your
 audience, too
Lessons from Master
Ad Copywriters
“If you can’t turn yourself into
your customer, you probably
shouldn’t be in the ad wri...
Lessons from Master
Ad Copywriters
Lessons from Master
Ad Copywriters
“You can say the right thing
about a product, and nobody
will listen. You’ve got to say...
Phyllis Robinson
Lessons from Master
Ad Copywriters
“If nobody notices your ad,
everything else is ‘freaking’
academic!”
           Bill Be...
Lessons from Master
Ad Copywriters
“If you don’t get noticed, you
don’t have anything. You just
have to get noticed, but t...
Leo Burnett
Copywriting with
    staying power
You’re in Good Hands with Allstate


  Fly the Friendly Skies


The Best to You Each Mo...
Lessons from Master
Ad Copywriters
“Advertising is the ability to
sense, interpret, to put the
very heart throbs of a
busi...
Lessons from Master
Ad Copywriters
“Make it simple. Make it
memorable. Make it inviting
to look at. Make it fun to
read.”
...
David Ogilvy
 American Express
 Shell
 Sears
 Maxwell House
 Rolls Royce
 Dove
The Man in the Hathaway Shirt
Schweppes Tonic Water
Rolls Royce Ad Copy

At 60 miles an hour, the
loudest noise in the new
Rolls Royce comes from the
electric clock.
Dove Soap



Only Dove is ¼ moisturizing
cream.
Lessons from Master
Ad Copywriters
“Every advertisement is part
of the long-term investment
in the personality of the
bran...
Lessons from Master
  Ad Copywriters
“…the best ads come from
personal experience. Some of
the good ones I’ve done have
co...
Lessons from Master
Ad Copywriters
“On the average, five times
as many people will read the
headline as read the body
copy...
Ad Effectiveness: Your Take
Ad Effectiveness: Your Take
Ad Effectiveness: Your Take
Ad Effectiveness: Your Take
Ad Effectiveness: Your Take
Ad Effectiveness: Your Take
Ad Effectiveness: Your Take
Ad Effectiveness: Your Take
Writing Tips
& Resources
1. Know your purpose
Writing Tips
& Resources
2. Get right to the point
Writing Tips
& Resources
3. Tell people what you
  want them to do
Writing Tips
& Resources
4. Keep it simple
    --Write like you talk
Writing Tips
    & Resources
“If you’re trying to persuade
people to do something, or buy
something, it seems to me you
sh...
Writing Tips
& Resources

“If it sounds like writing, I
rewrite it.”



      Elmore Leonard, Author
Writing Tips
& Resources
4. Keep it simple
    --Write like you talk
    --Read it aloud
    --Write like other
  people t...
Writing Tips
& Resources
5. Use Quotes
Writing Tips
& Resources
5. Use Quotes

“We were as nervous
  as whores in church.”
Writing Tips
& Resources
5. Use Quotes

“Now I don’t have to go
  around playing
  ‘Nancy Drew…”
Writing Tips
& Resources
5. Use Quotes

Only REAL quotes from
 REAL people
Writing Tips
& Resources
6. Be Brief

6a. Use Active v. Passive
    Voice

6b. Minimize Prepositional
    Phrases
Writing Tips
& Resources
7. Eliminate/explain
  company jargon &
  weird acronyms
  …people don’t get it.
Writing Tips
& Resources
8. Avoid Clichés
    Let your ideas
   percolate ‘til you’ve
   got something new
    See @TheOni...
Writing Tips
& Resources
9. Edit…rewrite…re-
  edit…repeat as
  needed
Writing Tips
& Resources
10. Proofread
  everything before
  hitting the send
  button!
  --Get proofing help if you
  nee...
Writing Tips
& Resources
Bonus Tip: It’s not all
  about the words.

  --Collaborate with
  graphics, video &
  web specia...
Writing Resources

  Basic Tools:
   Dictionary
   Thesaurus
   Style/Usage Guide
   Spell/Grammar
   check
Writing Resources

  Grammar Classes:
   Community College
   University Life-Long
   Learning Programs
The 8 “Cs”
 Getting people’s attention
 CATCHY & CREATIVE
 Getting them to read/listen
 CONCISE
 Getting them to understan...
Approaching a Writing
Assignment
 Listening is more
 important than
 writing!
Lessons from Master
Ad Copywriters
“Make it simple. Make it
memorable. Make it inviting
to look at. Make it fun to
read.”
...
Beyond
Blah, Blah, Blah
    … writing people respond to

    Bart Butler
    Bart Butler Communications
    Email:
    bar...
Headline Writing
                     Exercise
  A.        B.               C.           D.            E.
 Age       From ...
Beyond
Blah, Blah, Blah
    … writing people respond to

    Bart Butler
    Bart Butler Communications
    Email:
    bar...
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

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Beyond Blah, Blah, Blah - Bart Butler

  1. 1. Beyond Blah, Blah, Blah … writing people respond to Bart Butler Bart Butler Communications Email: bart.butler01@yahoo.com Twitter: @bartbutler
  2. 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. 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. 4. The 8 “Cs” of Captivating Customer Communication
  5. 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. 6. Approaching a Writing Assignment Listening is more important than writing! Listen to everyone involved
  7. 7. Approaching a Writing Assignment Help Desk & Customer Service Google is your audience, too
  8. 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. 9. Lessons from Master Ad Copywriters
  10. 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. 11. Phyllis Robinson
  12. 12. Lessons from Master Ad Copywriters “If nobody notices your ad, everything else is ‘freaking’ academic!” Bill Bernbach, DDB
  13. 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. 14. Leo Burnett
  15. 15. Copywriting with staying power You’re in Good Hands with Allstate Fly the Friendly Skies The Best to You Each Morning
  16. 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. 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. 18. David Ogilvy American Express Shell Sears Maxwell House Rolls Royce Dove
  19. 19. The Man in the Hathaway Shirt
  20. 20. Schweppes Tonic Water
  21. 21. Rolls Royce Ad Copy At 60 miles an hour, the loudest noise in the new Rolls Royce comes from the electric clock.
  22. 22. Dove Soap Only Dove is ¼ moisturizing cream.
  23. 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. 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. 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. 26. Ad Effectiveness: Your Take
  27. 27. Ad Effectiveness: Your Take
  28. 28. Ad Effectiveness: Your Take
  29. 29. Ad Effectiveness: Your Take
  30. 30. Ad Effectiveness: Your Take
  31. 31. Ad Effectiveness: Your Take
  32. 32. Ad Effectiveness: Your Take
  33. 33. Ad Effectiveness: Your Take
  34. 34. Writing Tips & Resources 1. Know your purpose
  35. 35. Writing Tips & Resources 2. Get right to the point
  36. 36. Writing Tips & Resources 3. Tell people what you want them to do
  37. 37. Writing Tips & Resources 4. Keep it simple --Write like you talk
  38. 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. 39. Writing Tips & Resources “If it sounds like writing, I rewrite it.” Elmore Leonard, Author
  40. 40. Writing Tips & Resources 4. Keep it simple --Write like you talk --Read it aloud --Write like other people talk
  41. 41. Writing Tips & Resources 5. Use Quotes
  42. 42. Writing Tips & Resources 5. Use Quotes “We were as nervous as whores in church.”
  43. 43. Writing Tips & Resources 5. Use Quotes “Now I don’t have to go around playing ‘Nancy Drew…”
  44. 44. Writing Tips & Resources 5. Use Quotes Only REAL quotes from REAL people
  45. 45. Writing Tips & Resources 6. Be Brief 6a. Use Active v. Passive Voice 6b. Minimize Prepositional Phrases
  46. 46. Writing Tips & Resources 7. Eliminate/explain company jargon & weird acronyms …people don’t get it.
  47. 47. Writing Tips & Resources 8. Avoid Clichés Let your ideas percolate ‘til you’ve got something new See @TheOnion on Twitter
  48. 48. Writing Tips & Resources 9. Edit…rewrite…re- edit…repeat as needed
  49. 49. Writing Tips & Resources 10. Proofread everything before hitting the send button! --Get proofing help if you need it
  50. 50. Writing Tips & Resources Bonus Tip: It’s not all about the words. --Collaborate with graphics, video & web specialists
  51. 51. Writing Resources Basic Tools: Dictionary Thesaurus Style/Usage Guide Spell/Grammar check
  52. 52. Writing Resources Grammar Classes: Community College University Life-Long Learning Programs
  53. 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. 54. Approaching a Writing Assignment Listening is more important than writing!
  55. 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. 56. Beyond Blah, Blah, Blah … writing people respond to Bart Butler Bart Butler Communications Email: bart.butler01@yahoo.com Twitter: @bartbutler
  57. 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. 58. Beyond Blah, Blah, Blah … writing people respond to Bart Butler Bart Butler Communications Email: bart.butler01@yahoo.com Twitter: @bartbutler
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