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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.
      • Content does not equal copy.
      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.
      • Generic
      • Self-serving
      • Direct from your print brochure
      • An afterthought
    • 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.
      • Who
      • What
      • How
      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 …
      • “ Soccer moms”
      • “ People with incomes of $100K+”
      • “ First-time home buyers”
      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.
      • Demographics
      • Psychographics
      • Behavior
      • Technographics
      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.
      • Relationship-driven
      • Actionable
      • Keyword-rich
      • Non-linear
      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.  
    • 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.
      • Copy matters.
      • Make it relevant to THEM.
      • Be clear.
      • Add personality.
      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
      • Set goals, define objectives and determine the role of content.
      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
      • Analyze existing site, competitors, best practices.
      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
      • Inventory existing content.
      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
      • Create a content strategy.
      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
      • Get ready to write:
        • Brand standards
        • Style guide
        • Voice and tone
        • Keywords
      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
      • Write great copy!
        • Clear, concise, engaging
        • Customer-focused, benefit-driven
        • Optimized, accurate and typo-free
      Get more great copy tips  Sign up for my free ezine  www.GetGreatCopy.com © Copyright 2008 Jan O’Daniel. All rights reserved.
    • 37.  

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