Bia Marketing Presentation Odaniel

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BIA Marketing Seminar (Jan O'Daniel/ Copy and Content) Presented December 11, 2008

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  • Since we’re on the subject of magic … It should be said that good writing may be magical but it’s not magic. So, today we’re going to talk about some foundational interactive copy principles …
  • Bia Marketing Presentation Odaniel

    1. 1. Interactive Copy What you’ve always wanted to know but were afraid (or didn’t know) to ask. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    2. 2. <ul><li>Content does not equal copy. </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    3. 3. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved. Content can be copy, but it can also be …
    4. 4. Content is anything that’s useful, relevant and persuasive. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    5. 5. Is content king? Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    6. 6. Let’s talk copy … Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    7. 7. What has your copy done for you lately? Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    8. 8. Great copy is NOT … Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved. <ul><li>Generic </li></ul><ul><li>Self-serving </li></ul><ul><li>Direct from your print brochure </li></ul><ul><li>An afterthought </li></ul>
    9. 9. Great copy is strategic, persuasive and relevant to your audience. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    10. 10. Know your audience. <ul><li>Who </li></ul><ul><li>What </li></ul><ul><li>How </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    11. 11. Your audience is more than … <ul><li>“ Soccer moms” </li></ul><ul><li>“ People with incomes of $100K+” </li></ul><ul><li>“ First-time home buyers” </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    12. 12. Get specific. <ul><li>Demographics </li></ul><ul><li>Psychographics </li></ul><ul><li>Behavior </li></ul><ul><li>Technographics </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    13. 13. An example of a profile. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    14. 14. Some differences between online and print. <ul><li>Relationship-driven </li></ul><ul><li>Actionable </li></ul><ul><li>Keyword-rich </li></ul><ul><li>Non-linear </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    15. 15. “ Write to express, not to impress.” Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    16. 16. Use great headlines. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    17. 17. Focus on what’s in it for them. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    18. 18. Write how you speak. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    19. 19. Guide, help and support. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    20. 20. The good, the bad and the ugly. Real-World Examples Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    21. 21. The good, the bad, the ugly Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    22. 22. The good, the bad, the ugly Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    23. 23. The good, the bad, the ugly Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    24. 24. The good, the bad, the ugly Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    25. 25. The good, the bad, the ugly BEFORE: Small Volume Builders   If you build 25 or fewer homes per year, you’re a Small Volume Builder. We’ve developed resources just for you on accounting, operations management and information technology. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    26. 26. The good, the bad, the ugly AFTER: Small-Volume Builders   Quick links to resources that will help you run your business more efficiently, effectively and profitably. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    27. 27. The good, the bad, the ugly Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    28. 29. Not just web sites … but e-mails, too. Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    29. 30. Key copy takeaways. <ul><li>Copy matters. </li></ul><ul><li>Make it relevant to THEM. </li></ul><ul><li>Be clear. </li></ul><ul><li>Add personality. </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    30. 31. 6 Steps to Great Copy <ul><li>Set goals, define objectives and determine the role of content. </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    31. 32. 6 Steps to Great Copy <ul><li>Analyze existing site, competitors, best practices. </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    32. 33. 6 Steps to Great Copy <ul><li>Inventory existing content. </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    33. 34. 6 Steps to Great Copy <ul><li>Create a content strategy. </li></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    34. 35. 6 Steps to Great Copy <ul><li>Get ready to write: </li></ul><ul><ul><li>Brand standards </li></ul></ul><ul><ul><li>Style guide </li></ul></ul><ul><ul><li>Voice and tone </li></ul></ul><ul><ul><li>Keywords </li></ul></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    35. 36. 6 Steps to Great Copy <ul><li>Write great copy! </li></ul><ul><ul><li>Clear, concise, engaging </li></ul></ul><ul><ul><li>Customer-focused, benefit-driven </li></ul></ul><ul><ul><li>Optimized, accurate and typo-free </li></ul></ul>Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.

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