Key style issues PtII
B2B vs. B2C <ul><li>A common question: does copy differ B2B vs. B2C? </li></ul>
B2B vs. B2C <ul><li>A common question: does copy differ B2B vs. B2C? </li></ul><ul><li>Yes: - Environment - Corporate gove...
B2B vs. B2C <ul><li>A common question: does copy differ B2B vs. B2C? </li></ul><ul><li>Yes: - Environment - Corporate gove...
B2B vs. B2C <ul><li>A common question: does copy differ B2B vs. B2C? </li></ul><ul><li>Yes: - Environment - Corporate gove...
B2B vs. B2C <ul><li>“ In B2B proposals, providing a service is a much bigger commitment than providing a product.  For exa...
Features vs. benefits <ul><li>A feature is something mechanical: a fact. </li></ul>
Features vs. benefits <ul><li>A feature is something mechanical: a fact.  </li></ul><ul><li>What does that mean to the con...
Features vs. benefits <ul><li>A feature is something mechanical: a fact.  </li></ul><ul><li>What does that mean to the con...
Features vs. benefits <ul><li>A feature is something mechanical: a fact.  </li></ul><ul><li>What does that mean to the con...
Features vs. benefits <ul><li>A feature is something mechanical: a fact.  </li></ul><ul><li>What does that mean to the con...
Features vs. benefits <ul><li>A feature is something mechanical: a fact.  </li></ul><ul><li>What does that mean to the con...
Sensitivity of data <ul><li>Another issue: sensitivity </li></ul>
Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensiti...
Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensiti...
Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensiti...
Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensiti...
Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensiti...
When not to write <ul><li>The hardest lesson for any copywriter:  - Learning when not to write </li></ul>
When not to write <ul><li>The hardest lesson for any copywriter:  - Learning when not to write </li></ul><ul><li>Temptatio...
When not to write <ul><li>The hardest lesson for any copywriter:  - Learning when not to write </li></ul><ul><li>Temptatio...
When not to write <ul><li>The hardest lesson for any copywriter:  - Learning when not to write </li></ul><ul><li>Temptatio...
When not to write <ul><li>The hardest lesson for any copywriter:  - Learning when not to write </li></ul><ul><li>Temptatio...
 
Learning when not to write <ul><li>A hair gel that  ‘tames the wildest hair’... </li></ul>
 
 
 
Learning when not to write <ul><li>Sensodyne toothpaste... </li></ul>
 
Re-Cap <ul><li>The invisible copywriter </li></ul>
Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul>
Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. ...
Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. ...
Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. ...
Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. ...
Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. ...
Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. ...
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5.3 adma advanced copy copy issues pt ii

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5.3 adma advanced copy copy issues pt ii

  1. 1. Key style issues PtII
  2. 2. B2B vs. B2C <ul><li>A common question: does copy differ B2B vs. B2C? </li></ul>
  3. 3. B2B vs. B2C <ul><li>A common question: does copy differ B2B vs. B2C? </li></ul><ul><li>Yes: - Environment - Corporate governance - Frame of mind </li></ul>
  4. 4. B2B vs. B2C <ul><li>A common question: does copy differ B2B vs. B2C? </li></ul><ul><li>Yes: - Environment - Corporate governance - Frame of mind </li></ul><ul><li>No: - People are still people: wear shorts on the weekend! - Company tone & manner shouldn ’t change - Connect with the person, not the company </li></ul>
  5. 5. B2B vs. B2C <ul><li>A common question: does copy differ B2B vs. B2C? </li></ul><ul><li>Yes: - Environment - Corporate governance - Frame of mind </li></ul><ul><li>No: - People are still people: wear shorts on the weekend! - Company tone & manner shouldn ’t change - Connect with the person, not the company </li></ul><ul><li>Shorter (perhaps), more formal (perhaps), aware of role </li></ul>
  6. 6. B2B vs. B2C <ul><li>“ In B2B proposals, providing a service is a much bigger commitment than providing a product. For example, if you are promoting some sort of network integration service for a telecom computer network that will directly affect their customer services, there is more of a &quot;marriage&quot; and risk involved than if you were simply proposing them to retail an accessory product.” (Posting on marketingprofs.com, 15th March 2004) </li></ul>
  7. 7. Features vs. benefits <ul><li>A feature is something mechanical: a fact. </li></ul>
  8. 8. Features vs. benefits <ul><li>A feature is something mechanical: a fact. </li></ul><ul><li>What does that mean to the consumer? </li></ul>
  9. 9. Features vs. benefits <ul><li>A feature is something mechanical: a fact. </li></ul><ul><li>What does that mean to the consumer? </li></ul><ul><li>Try and turn features into benefits. </li></ul>
  10. 10. Features vs. benefits <ul><li>A feature is something mechanical: a fact. </li></ul><ul><li>What does that mean to the consumer? </li></ul><ul><li>Try and turn features into benefits. </li></ul><ul><li>What does it mean to the customer's life? </li></ul>
  11. 11. Features vs. benefits <ul><li>A feature is something mechanical: a fact. </li></ul><ul><li>What does that mean to the consumer? </li></ul><ul><li>Try and turn features into benefits. </li></ul><ul><li>What does it mean to the customer's life? </li></ul><ul><li>How will it make their life easier or better? </li></ul>
  12. 12. Features vs. benefits <ul><li>A feature is something mechanical: a fact. </li></ul><ul><li>What does that mean to the consumer? </li></ul><ul><li>Try and turn features into benefits. </li></ul><ul><li>What does it mean to the customer's life? </li></ul><ul><li>How will it make their life easier or better? </li></ul><ul><li>Benefits will do better job of grabbing attention </li></ul>
  13. 13. Sensitivity of data <ul><li>Another issue: sensitivity </li></ul>
  14. 14. Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensitive DM triggers </li></ul>
  15. 15. Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensitive DM triggers </li></ul><ul><li>For example: - Selling Maths CD ROM to parents whose child failed exam - Selling cholesterol-reducing solution to flagged base </li></ul>
  16. 16. Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensitive DM triggers </li></ul><ul><li>For example: - Selling Maths CD ROM to parents whose child failed exam - Selling cholesterol-reducing solution to flagged base </li></ul><ul><li>What ’s an acceptable reason for writing? </li></ul>
  17. 17. Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensitive DM triggers </li></ul><ul><li>For example: - Selling Maths CD ROM to parents whose child failed exam - Selling cholesterol-reducing solution to flagged base </li></ul><ul><li>What ’s an acceptable reason for writing? </li></ul><ul><li>Find someone else to blame (the education system) </li></ul>
  18. 18. Sensitivity of data <ul><li>Another issue: sensitivity </li></ul><ul><li>As marketers, we have access to sometimes sensitive DM triggers </li></ul><ul><li>For example: - Selling Maths CD ROM to parents whose child failed exam - Selling cholesterol-reducing solution to flagged base </li></ul><ul><li>What ’s an acceptable reason for writing? </li></ul><ul><li>Find someone else to blame (the education system) </li></ul><ul><li>Find some statistics: ‘ you ’ re not alone ’ </li></ul>
  19. 19. When not to write <ul><li>The hardest lesson for any copywriter: - Learning when not to write </li></ul>
  20. 20. When not to write <ul><li>The hardest lesson for any copywriter: - Learning when not to write </li></ul><ul><li>Temptation to fill space/time with words </li></ul>
  21. 21. When not to write <ul><li>The hardest lesson for any copywriter: - Learning when not to write </li></ul><ul><li>Temptation to fill space/time with words </li></ul><ul><li>Let the reader read between the lines as well as along </li></ul>
  22. 22. When not to write <ul><li>The hardest lesson for any copywriter: - Learning when not to write </li></ul><ul><li>Temptation to fill space/time with words </li></ul><ul><li>Let the reader read between the lines as well as along </li></ul><ul><li>Much more powerful </li></ul>
  23. 23. When not to write <ul><li>The hardest lesson for any copywriter: - Learning when not to write </li></ul><ul><li>Temptation to fill space/time with words </li></ul><ul><li>Let the reader read between the lines as well as along </li></ul><ul><li>Much more powerful </li></ul><ul><li>For example: for Baygon… </li></ul>
  24. 25. Learning when not to write <ul><li>A hair gel that ‘tames the wildest hair’... </li></ul>
  25. 29. Learning when not to write <ul><li>Sensodyne toothpaste... </li></ul>
  26. 31. Re-Cap <ul><li>The invisible copywriter </li></ul>
  27. 32. Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul>
  28. 33. Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul>
  29. 34. Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul>
  30. 35. Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul><ul><li>Features vs. benefits </li></ul>
  31. 36. Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul><ul><li>Features vs. benefits </li></ul><ul><li>Sensitivity of data </li></ul>
  32. 37. Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul><ul><li>Features vs. benefits </li></ul><ul><li>Sensitivity of data </li></ul><ul><li>When not to write </li></ul>
  33. 38. Re-Cap <ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul><ul><li>Features vs. benefits </li></ul><ul><li>Sensitivity of data </li></ul><ul><li>When not to write </li></ul><ul><li>Next: Getting Clever with Words… </li></ul>
  34. 39. Thank you

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