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The power of words

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Tips on writing more effectively

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The power of words

  1. 1. Using the Power of Words How to use words to grow your business Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  2. 2. Today • • • • • • • • An introduction to me The important things to remember An exercise How to write more effectively How to write for different media Working with a copywriter Specific areas of interest Questions Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  3. 3. Me • • • • English Language and Literature degree Direct marketing in publishing Web copywriter + freelance copywriter Freelance written communications consultant Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  4. 4. How to use words to promote yourself • USPs • Benefits Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  5. 5. Unique Selling Points (USPs) • What makes you different from your competitors? • Why would someone choose you over your competitor? Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  6. 6. Benefits • What’s in it for me? • Features • Benefits Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  7. 7. HD Television With Full HD 1920 x 1080p resolution you'll be able to catch your favourite programmes in crisp detail and vivid colours for a completely immersive televisual experience. Boasting 100 Hz BLB technology the Panasonic Viera TX-L32EM6B will ensure smooth onscreen motion with reduced motion blur and great picture clarity, even if you are watching fast paced action movies or sport. Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  8. 8. An exercise • Write your elevator pitch Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  9. 9. Writing more effectively • Ask yourself: – – – – who will be reading this? what will they be interested in? what do they need to know? where will they be reading this? • Plan • Proofread Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  10. 10. Leaflets / Flyers / Sales letters • Sales tool • Cut to the chase • Don’t forget to add all your contact details! Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  11. 11. Websites • • • • • Overt sales tool Keywords Headings Short sentences Bulleted lists Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  12. 12. 'Exceptional weather' with rain, wind and high tides to hit UK Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  13. 13. Press releases • Find the hook • Start with the most important information Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  14. 14. Working with a copywriter • • • • Saves you time Gives you expertise Talk to them Give them as much information as you can Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  15. 15. Specific areas of interest • Plagiarism • Legalities Pippin Consultancy Ltd, Hillside Farm, Rodley, Westbury-on-Severn, Gloucestershire, GL14 1QZ
  16. 16. Plagiarism • The "wrongful appropriation" and "purloining and publication" of another author's "language, thoughts, ideas, or expressions," and the representation of them as one's own original work. (http://en.wikipedia.org/wiki/Plagiarism) • Product information – OK to use • Articles – credit them Pippin Consultancy Ltd, Hillside Farm, Rodley, Westbury-on-Severn, Gloucestershire, GL14 1QZ
  17. 17. Pippin Consultancy blog Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  18. 18. Legalities • www.asa.org.uk – Advertising Standards Authority Ltd • www.cap.org.uk – Committees of Advertising Practice (CAP) Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk
  19. 19. Any questions? Gloucestershire WiRE Network 20 February 2014 Pippin Consultancy Ltd | www.pippin-consultancy.co.uk

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