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Copywriting for Cross Media

Presented by Kate Dunn,
Digital Innovations Group (DIG)
Success is based on…

• #1 – there must be something to sell
  – An idea, product or service that is
    remarkable in som...
Before You Start…

• Who is your
  audience?
                         Develop personas
• What do you want       for your d...
Components
• Call to Action
• Wiifm
   – Identify the pain & fix
   – Know the difference between features, advantages    ...
Streamline your copy

• Get to the call to action quick & repeat it
• 45% white space
  – Split up paragraphs with more th...
Indentify Pain and Fix
 UpTimeGuaranteed.com

 Tired of your press going down every time a big job comes in?

 –   No more...
Headlines

• Make it powerful, make it pop
• Center around a goal or benefit
  –   Find Qualified Prospects Fast!
  –   Tr...
Encourage Response

• Action oriented
  – Call now, act now, start now etc
• Use clear instructions for response
• Fonts m...
WIIFM

• Think: Their benefits, not your product’s
  features
• Don’t talk about what you have, talk
  about what they wil...
Describe in Active Terms

• Wrong: ”Learn how our tools can really
  improve your bottom line…”

• Right: “Start raking in...
Action, Action, Action

• Wrong: "Our product is used by more
  than 20 distributors in the northeast.”

• Right: “Other m...
Use Testimonials for Credibility
• Use relevant companys that reader can identify with
• Use tangible statements
   – Wron...
Offers

• Relevant
• Free offers get response, but not
  necessarily qualified response
• Make them simple to understand
•...
Business to Business Offers

                                                                Optimum
        Offer        ...
Response Mechanisms

• Power position on page
• Make it easy to respond
  – Pre-populate BRC
  – Memorable URLs
  – Readab...
With PURLS or GURLS

•   Place in power position
•   Readable font
•   Repeat URL throughout the piece
•   Use color block...
Effective use of Personalized URL
Effective Use of Personalize URL
Emails
• Subject lines
   – Short and punchy, can truncate after 30 characters
   – Wrong: DIG Announces New Services for ...
Landing Pages
•   Keep the style of the referring page
•   Use a clear call to action
•   Second person
•   Deliver a clea...
The Thank You

•   Not just a Thank You
•   Critical campaign pieces
•   Use to nurture or redirect
•   Include links to t...
Messaging Continuity

• Ensure a “common thread”
  –   Social Media
  –   Website
  –   Newsletters
  –   Magazines
  –   ...
General Writing Tips
• No Hedging
     – Wrong: Since the recession began almost all of our families have faced at
       ...
Kate’s Keys

•   Minimize your objectives
•   Use succinct, action oriented copy
•   Digital real estate is cheaper than p...
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DEX - Copywriting for Social Media

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This presentation is from the 2010 Digital Exchange (DEX) Meeting. DEX is open to members of PODi - www.podi.org.

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DEX - Copywriting for Social Media

  1. 1. Copywriting for Cross Media Presented by Kate Dunn, Digital Innovations Group (DIG)
  2. 2. Success is based on… • #1 – there must be something to sell – An idea, product or service that is remarkable in some way • And then… – 40% list – 40% offer – 20% creative
  3. 3. Before You Start… • Who is your audience? Develop personas • What do you want for your different them to think? segments to put yourself in their • What do you want shoes! them to do? • How will they do it?
  4. 4. Components • Call to Action • Wiifm – Identify the pain & fix – Know the difference between features, advantages Be and benefits – How does your solution make life easier for your Relevant! contact? • Reason to trust – Testimonial, award, guarantee - make it stand out • Offer • Response method(s) • Call to action
  5. 5. Streamline your copy • Get to the call to action quick & repeat it • 45% white space – Split up paragraphs with more than 3 lines – Large blocks of copy are intimidating – Use sub heads, bullets, bolding, underlines and color blocks to organize copy Average time to get reader’s attention is only 1.3 seconds!
  6. 6. Indentify Pain and Fix UpTimeGuaranteed.com Tired of your press going down every time a big job comes in? – No more headaches – No more overtime to meet deadlines – No more customer complaints – No more jobbing out work you could run on your press Visit: UpTimeGuaranteed.com The first and ONLY solution that guarantees your press is running 24/7!
  7. 7. Headlines • Make it powerful, make it pop • Center around a goal or benefit – Find Qualified Prospects Fast! – Track Results and Increase ROI! – Eliminate Waste and Increase Response! – Take Your Viewbook Digital! – Use absolute terms if you can • Good: "7 Ways to Decrease Your Debt,” • Better: "7 Ways to Eliminate Your Debt."
  8. 8. Encourage Response • Action oriented – Call now, act now, start now etc • Use clear instructions for response • Fonts matter, respect your audience
  9. 9. WIIFM • Think: Their benefits, not your product’s features • Don’t talk about what you have, talk about what they will get. – Use second person: – Wrong: ”Our web to print solution can improve your bottom line..." (this is about your tools) – Right: "You can generate more sales and cut costs..." (this is about the reader)
  10. 10. Describe in Active Terms • Wrong: ”Learn how our tools can really improve your bottom line…” • Right: “Start raking in more revenues and slashing costs today…”
  11. 11. Action, Action, Action • Wrong: "Our product is used by more than 20 distributors in the northeast.” • Right: “Other manufacturers are already using the Acme W2P Solution to increase dealer participation and growing revenue.”
  12. 12. Use Testimonials for Credibility • Use relevant companys that reader can identify with • Use tangible statements – Wrong: “We love working with ABC Litho.” Jim Smith, Acme Manufacturing – Right: “We’re seeing double digit response rates from ABC Litho’s lead generation system” Jim Smith, Acme Manufacturing • Be specific – Not award winning but… – Inc. Magazine Named the KateKar, the 2009 Product of the Year • Repeat the guarantee on the response device
  13. 13. Offers • Relevant • Free offers get response, but not necessarily qualified response • Make them simple to understand • Always include an expiration date – Give them a reason to do it now!
  14. 14. Business to Business Offers Optimum Offer Responsiveness (1-5) Qualified(1-5) Offers ROI calculators 3 5 15 Whitepapers/ Guides 3 4 12 Case studies 4 3 12 “Relevant” giveaways 4 3 12 Video clips or demo 4 3 12 Webinars 2 5 10 Live events 1 5 5 Free giveaways 5 1 5 Tradeshows 2 2 4
  15. 15. Response Mechanisms • Power position on page • Make it easy to respond – Pre-populate BRC – Memorable URLs – Readable fonts on phones • Don’t use phones if they aren’t available 24/7
  16. 16. With PURLS or GURLS • Place in power position • Readable font • Repeat URL throughout the piece • Use color blocks to highlight • Make it memorable • Keep it short – Longer URL, use upper and lower case
  17. 17. Effective use of Personalized URL
  18. 18. Effective Use of Personalize URL
  19. 19. Emails • Subject lines – Short and punchy, can truncate after 30 characters – Wrong: DIG Announces New Services for Printers – Right: Slash Payroll and Improve Customer Service • Include the response url early and above the fold – Use image and text links • Headlines can work here too – Not the same as a subject line, build on the subject line • Get to the point quickly • Interesting but not fluffy • Use subheads and bullets in longer emails
  20. 20. Landing Pages • Keep the style of the referring page • Use a clear call to action • Second person • Deliver a clear, concise message • Stay on point – Keep a single objective • Key points at the beginning of paragraphs – People read the beginning and end before the middle • Remember the fold – nothing important below the fold! • Ask only what you need (and will use) – Long forms are intimidating Source: Seal the Deal: 10 Tips for Writing the Ultimate Landing Page, Roberta Rosenberg
  21. 21. The Thank You • Not just a Thank You • Critical campaign pieces • Use to nurture or redirect • Include links to tell you more
  22. 22. Messaging Continuity • Ensure a “common thread” – Social Media – Website – Newsletters – Magazines – Other campaigns – Etc. • Copy should match the channel
  23. 23. General Writing Tips • No Hedging – Wrong: Since the recession began almost all of our families have faced at least some financial challenges.” The hedges are “almost all” and “at least.” – Right: “Since the recession began our families have faced financial challenges.” • Repeat Key Phrases – But not too much • Avoid passive voice • Provoke, don’t solve • Use short sentences – Especially in email and landing pages • Get rid of unnecessary adjectives • Be direct • Tell a story • Write like you talk Source: 10 Secrets to More Magnetic Copy, Jason Cohen
  24. 24. Kate’s Keys • Minimize your objectives • Use succinct, action oriented copy • Digital real estate is cheaper than print • Test headlines, subject lines and offers • Use thank you pages and emails to nurture Less is more!

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