The art of good copy session 1 the broad brush. By Sara Lovelady.
THE ART OF GOODCOPYThe Broad Brush
The biggest marketing mythIf you make a good product,it will sell on its own merit
What is copywriting?Copywriting is salesmanship in print.
When writing copy, askyourself:1. Does it do what a salesperson would do?2. Would it help a salesperson sell my product?3. Would it help me sell my product if I met a buyer in person?
Before you start writing…1. You need to understand your customer2. You need to understand your competition3. And you need to understand your brand
FACTS Strategy (Focused Advertising Creativity thatSells)• Who is the target audience?• What do they currently believe?• What action do you want them to take right now?• What are the strengths and weaknesses of your competitors?• What sets you apart f rom the competition? (List everything)• Of the things you listed, what is the one big idea that will motivate your target audience to do what you want them to do?• What evidence do you have to support that big idea?
Identifying your brand’spersonalityThink of your brand as if it were a person.What types of traits would it have?List these traits; they will inform the tone youuse.
Connecting with yourconsumerPeople making buying decisions on emotionand justify with reason.Why would someone pay $5, $6, or $7 for ahand-crafted bar of soap when they couldbuy a 3-pack at the grocery store for $3?
What are you really selling?•People don’t buy insurance, they buy peaceof mind•They don’t buy a 4-wheel drive vehicle, theybuy adventure•They don’t buy face cream, they buy youth