Instructed by Barry Feldman.

1. nailcontent
writing
FELDMANCREATIVE
and inspire your
readers to respond

2. agenda
P L A N N I N G
OBJECTIVES
MEDIA
RESEARCH
MESSAGE
STORY
W R I T I N G
HEADLINES
VOICE
CONNECTION
EMOTIONS
CONVERSATION
ACTIVATION
EXPRESSION
SIMPLICITY
FUN
STORYTELLING
AROUSAL
CALLFORACTION
N A I L C O N T E N T W R I T I N G

3. nailgreatwriting
requires
preparation
greatcontent
requires
planning

4. nail
ZEROIN
ONTHEGOAL
PLAN&PREPARE

5. nailALIGNthespecificobjective
ofeachpiece
withthebroadobjective
ofthemarketingplan
PLAN&PREPARE

6. nailwhat
RESPONSE
willyouaimfor?
PLAN&PREPARE

7. nailhowwillyoudeliver
value?
whatquestionswillyou
answer?
think: i’m here to help
PLAN&PREPARE

8. nailKNOWTHE
TURF
PLAN&PREPARE

9. nailTHEMEDIA
WHERE
WILLTHEINTERACTIONBE?
WHEN?
WHY?
PLAN&PREPARE

10. nailRESEARCH
WHO’SDOINGWHAT?
WHAT’SOLD?WHAT’SNEW?
WHOARETHEINFLUENCERS?
PLAN&PREPARE

11. nailHAVEAMEANINGFUL
MESSAGE
PLAN&PREPARE

12. SERVEA
BIGIDEAMIXINSOMETASTYINGREDIENTS
PLAN&PREPARE

13. nail
HOW
WILLYOURCONTENTBE
RELEVANT?
PLAN&PREPARE

14. nailHOWWILLYOU
TELLAUNIQUE
STORY?
BRAND
PLAN&PREPARE

15. write
it’stimeto
it’stimeto
makeyour
contentcomealive

16. it’stimeto
makeyour
content
comealive
HITYOUR
HEADLINE
HARD

17. it’stimeto
makeyour
content
comealive
MAKEITAPARTYSTARTER
TANTALIZEANDTEASE
TOUCHANERVE
HITYOUR
HEADLINE
HARD

18. it’stimeto
makeyour
content
comealive
GETOVER
yourself

19. it’stimeto
makeyour
content
comealive
thereaderisthemain
character
MAKE‘YOU’YOURMOST
USEDWORD
GETOVER
yourself

20. it’stimeto
makeyour
content
comealive
GETTHE
NOD

21. it’stimeto
makeyour
content
comealive
poseaquestion
makeastatement
goonajourney
together
GETTHE
NOD

22. it’stimeto
makeyour
content
comealiveelicit
feelings

23. it’stimeto
makeyour
content
comealive
emotionsfirst,
reasoningsecond
desires
motivations
elicit
feelings

24. it’stimeto
makeyour
content
comealive
writetoa
friend

25. it’stimeto
makeyour
content
comealive
writetoa
friend
haveaconversation
noformalities
typetheway
you’dtalk
questions

26. it’stimeto
makeyour
content
comealive
activatewith
verbs

27. it’stimeto
makeyour
content
comealive
activatewith
verbs
useadjectives
economically
useverbswithvigor
action

28. it’stimeto
makeyour
content
comealive
express
yourself

29. it’stimeto
makeyour
content
comealive
express
yourself
putyourfingerprints
alloverthecontent
findyourvoice
useit

30. it’stimeto
makeyour
content
comealive
speak
HUMAN
being

31. it’stimeto
makeyour
content
comealive
speak
HUMAN
being
technobabble
isabuzzkill
putalidonthelingo
littlewords,bigideas

32. it’stimeto
makeyour
content
comealive
HAVE
FUN

33. it’stimeto
makeyour
content
comealive
HAVE
FUN
lightenup
becheeky
userhetorical
questions
useyoursenseofhumor

34. it’stimeto
makeyour
content
comealive
tell
stories

35. it’stimeto
makeyour
content
comealive
tell
storiesstorytellingelements
timeandplace
characters
conflict
resolution

36. it’stimeto
makeyour
content
comealive
arouse

37. it’stimeto
makeyour
content
comealive
arouse
makeheartspound
buildcuriosity
foreshadow
cliffhangers
surprise

38. it’stimeto
makeyour
content
comealive
teach

39. it’stimeto
makeyour
content
comealive
teach
yourmission:
educate
shareyour
knowledge
generously
delivervalue

40. it’stimeto
makeyour
content
comealive
callfor
actiondon’tsaygoodbye.
tellreaderswhattodonext...
sign-up
share
download
register
try
buy

41. REVIEW
W R I T I N G R E Q U I R E S P R E P A R A T I O N
C O N T E N T R E Q U I R E S P L A N N I N G

42. nailitandthereader
shall
respond

43. contentmarketing
copywriting
creativedirection
email barry@feldmancreative.com
twitter @feldmancreative.com
PRESENTEDBY
barryfeldman