RISE 2011: Differentiate Yourself Through Great Copy


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This presentation was given at RISE 2011 by Erica Hess, principal of Plume, a marketing communications company in Austin, Texas.

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RISE 2011: Differentiate Yourself Through Great Copy

  1. 1. Welcome to RISE WEEK 2011 Differentiate Yourself Through Great Copy Hosted by Erica Hess Principal, Plume
  2. 2. ERICA HESS @ericaplume
  3. 3. The opportunity: direct consumer connections.
  4. 4. The challenge: exploring the great inverted pyramid. General background
  5. 5. The good news: copywriting isn’t about perfect prose.
  6. 6. Fragments galore! Tsk, tsk, Apple.
  7. 7. The goal: to clearly inform and persuade.
  8. 8. The keys: simplicity, specificity, sincerity. (Oh, and don’t be self-centered.) I would have written a shorter letter, but I did not have the time. - Blaise Pascal
  9. 9. Simplicity A birdcage or… An avian containment solution? A chubby clown or… a robust entertainment platform?
  10. 10. Hmm…can you clarify?
  11. 11. That’s not really helping.
  12. 12. Oh, I get it.
  13. 13. Ah, now my wheels are turning.
  14. 14. Specificity Every box is packed with nature's best to help you thrive. Stay fuller longer. As much protein as an egg. Twice the protein and fiber of most cereals. What does “thriving” entail?
  15. 15. Sincerity Currently over 35% of the dairy we serve at Chipotle comes from pasture-raised cows. We are working to increase the number of our suppliers who provide pasture-raised dairy…. We believe in running an honest, open and ethical business. We don't speak with buzzwords and our business practices are open and straightforward. As the single cup coffee market and our Keurig brewing systems grow in popularity, we understand that the impact of the K-Cup® Portion Pack waste stream is one of our most significant environmental challenges…
  16. 16. Don’t be self-centered (I/we overload). Focus on benefits to consumer. What have you done for me lately? - Janet Jackson
  17. 17. You may ask yourself… How do I work this? - David Byrne
  18. 18. Measure twice, cut once.
  19. 19. Purpose Statement A definitive statement about the difference you are trying to make in the world. (What are you doing besides trying to make money?) Southwest Airlines: Giving people the freedom to fly.
  20. 20. Mission & Vision Statements Mission: Near-term business focus. Zappos: Delight people through great customer service. Vision: The ultimate dream, if no obstacles existed. Humane Society: Create a no-kill world.
  21. 21. Positioning Statement Product (Company, Service, Person) is the one category of product that provides the target customer with key benefit because reason they should believe you can deliver the benefit
  22. 22. Elevator Speech & Message Map Elevator Speech: The 1-minute summary of what you do. Message Map: A tool to frame the most important points for each audience. <ul><li>OVERALL MESSAGES (The top 3-5 things about your company) </li></ul><ul><li>Message #1 </li></ul><ul><li>Message #2 </li></ul><ul><li>Message #3 </li></ul>Audience #1 Audience #2 Audience #3 <ul><li>Key Message </li></ul><ul><li>Proof </li></ul><ul><li>Proof </li></ul><ul><li>Key Message </li></ul><ul><li>Proof </li></ul><ul><li>Proof </li></ul><ul><li>Key Message </li></ul><ul><li>Proof </li></ul><ul><li>Proof </li></ul><ul><li>Key Message </li></ul><ul><li>Proof </li></ul><ul><li>Proof </li></ul><ul><li>Key Message </li></ul><ul><li>Proof </li></ul><ul><li>Proof </li></ul><ul><li>Key Message </li></ul><ul><li>Proof </li></ul><ul><li>Proof </li></ul>
  23. 23. Helpful Resources Read what your target audiences read! Go where they go! PLUS: Associated Press Stylebook Elements of Style – Strunk & White On Writing Well – William Zinsser It’s Not What You Sell, It’s What You Stand For – Roy Spence Words That Sell – Richard Banyan Seth’s Blog – Seth Godin
  24. 24. Questions?
  25. 25. Thank You! May the words be with you. Stay in touch. www.plumemarketing.com [email_address]
  26. 26. RISE Specialty Membership Groups In addition to our global online memberships, RISE supports specialty membership groups by coordinating meetings & speaker events, creating opportunities for members to connect and share ideas throughout the year. These help entrepreneurs capitalize on opportunities and combat those common feelings of isolation that accompany life at the top! The four RISE Specialty Groups that are currently active in Austin include: RISE: Women RISE: Social Entrepreneurs RISE: L/G Entrepreneurs RISE: Multi-Cultural Entrepreneurs For more information on membership and the specialty groups, please contact Chrissie Novak at [email_address] or at 512-807-1452 .
  27. 27. Did you enjoy this session? Please support your local entrepreneurs and help us to keep this conference free. Your contributions help us continue delivering the value of a high-dollar conference along with that unbeatable price tag. Pledge to donate by sending keyword ‘ RISE ’ and your desired amount to 91011 . The mission of RISE is to inspire and empower entrepreneurs of all stages. COMMUNITY SUPPORT