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Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
Bia Marketing Presentation Odaniel
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Bia Marketing Presentation Odaniel

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

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

Published in: Real Estate, Education, Business
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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 …
  • Transcript

    • 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. <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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. “ 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. &nbsp;
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 37. &nbsp;

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