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

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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.