Best Practices For Copywriting
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Best Practices For Copywriting

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Power point presentation of best practices for getting your email copy noticed!

Power point presentation of best practices for getting your email copy noticed!

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Best Practices For Copywriting Best Practices For Copywriting Presentation Transcript

  • Best practices for copywriting Marina Mathews Marketing Communications Manager Vocus, Inc.
  • First things first!
    • Research
      • Writers usually spend 80% of their time researching before they begin writing.
        • Audience
        • Goal of the email
        • What has worked in the past?
        • Outline message
    "On average, only 20 percent is spent writing; the other 80 percent is research. I go deep into the product or service I'm writing about, as well as the audience I'm writing to. I look at current e-mails that are working for the client, as well as competitive information. ” Pat Friesen, Target Marketing
  • Anatomy of an e-mail
    • Headline
    • Problem
    • Solution
    • Call to action
    • Testimonial
  • Headline best practices
    • Short and succinct (3 to 5 words)
    • Attention-grabbing
    • Honest
    • Blah: "Nonprofit Leadership Center Offers Unique New Accounting Training Program." Better: "Turn Your Nonprofit's Finances Around in 60 Days!"
  • Copy tips and hints
    • 1. Begin with "Introducing" or "Announcing."
    • Introducing a high-performance modem for just $49.95!
    • Announcing a whole new way to edit color images!
    • 2. Start with "Now."
    • Now the hottest spreadsheet on the market is yours at half
    • price! Now you can try our brand new management tools risk
    • free!
    • 3. Start with "At last" or "Finally."
    • At last! A presentation graphics program with all the features
    • you've been looking for! Finally, remote access that actually
    • works!
    • 4. Start with "How to."
    • How to back up your hard disk in half the time.
    • How to slash the cost of managing your network.
    • 5. Start with "Why."
    • Why you should call for a free Virus Alert Report.
    • Why our new software can double battery life!
    • 6. Start with "Which."
    • Which monitor is really the best buy?
    • Which of these uninstallers can you trust with your precious
    • data?
    • 7. Start with "This."
    • This tiny chip can turn your 486 into a powerful Pentium.
    • This half-price upgrade is for DataKeep customers only!
    • 8. Make a free offer.
    • FREE! A CD-ROM with over 650 typefaces!
    • Call now for free CAD software worth over $100!
    • 9. Ask a question.
    • Are you making these five data storage mistakes?
    • Want to stop software pirates once and for all?
  • WIIFM
    • Relate your product to your audience.
      • Write for an audience of one.
      • Use common conversation, and avoid formal speech.
  • Active vs. passive
    • Use the active voice
    • The most effective way to communicate a message or idea is to use the active voice. The active voice focuses on the subject rather than how the subject is being acted upon, creating a more powerful image or idea.
    • Below are some examples of the active and passive voice:
    • Passive
    • We're happy to announce that there are now over 20 new product categories on our site. Best of all, more categories are still being added every day.
    • Active
    • We're happy to announce that you can now shop in over 20 new product categories -- and we're adding more products every day.
    • Passive
    • You've been selected for a special discount on any of the following products:
    • Active
    • Buy any of the below products at a special discount:
  • Examples
    • Make your copy more benefit
    • oriented and tell your recipients
    • why they'd want your widget, not
    • just how cool your widget is.
    • People are emotional, they buy
    • because they want to know how
    • your product or service will benefit
    • them first, features are secondary.
    • When you're writing your copy and
    • you list a feature, always pay off
    • the feature with what goes after
    • "...so now you can..."  or "...for
    • better..." in your copy.
  • Example #2 - Dell does a great job here with three features and benefits related to them. They list a few of their popular cool features and the reasons why they are actually cool. Kudos to Dell.
  • Making our case
    • Tweeting? Facebooking? You-Tubing? Still trying to figure out how to put it all together for your organization?
    • Believe it or not, making social media work for you isn’t rocket science. It’s all about having a conversation, and
    • in many ways reflects the same basic tenants of traditional PR strategy and outreach.
    • Take a demo of Vocus’ PR software and learn how to use the same principles of traditional PR to engage,
    • monitor, measure and analyze your way to social media success. Vocus shows you how you can:
    • Target key journalists, bloggers, analysts and more
    • Engage, monitor and analyze social media including Facebook, Twitter, YouTube, Flickr and more
    • Automatically post a “tweet” when your press releases is distributed, making it easier to share your content with your social media network.
    • Compile mentions from various social media sites to simplify the monitoring process and get a full view of your online reputation and that of your competitors
  • With emphasis …
    • Tweeting? Facebooking? You-Tubing? Still trying to figure out how to put it all together for
    • your organization?
    • Believe it or not, making social media work for you isn’t rocket science. It’s all about having a
    • conversation, and in many ways reflects the same basic tenants of traditional PR strategy and
    • outreach.
    • Register today for a free demo of Vocus software and learn how you can:
    • Have access to over 800,000 key journalists and bloggers for better targeting of your press releases
    • Get the most from social media sites like Facebook, Twitter, YouTube, Flickr by engaging with your audiences and potential customers!
    • Easily share your press release the minute they’re distributed with an automatic news “tweet” to your social media network
    • Use a comprehensive media monitoring solution that provides a 360 degree view of all of your news results from print, broadcast and the web!
  • Call to action – early and often! Preview of what you’ll get
  • Pitching tips
  • Measuring email