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COPYWRITING
Sajad Mahyaei
‫است‬ ‫پیمانه‬ ‫چون‬ ‫قصه‬ ‫برادر‬ ‫ای‬
‫است‬ ‫دانه‬ ‫سان‬ ‫به‬ ‫وی‬ ‫اندر‬ ‫معنی‬
‫دانه‬‫ی‬‫عقل‬ ‫مرد‬ ‫بگیرد‬ ‫معنی‬
‫نقل‬ ‫گشت‬ ‫گر‬ ‫را‬ ‫پیمانه‬ ‫ننگرد‬
Disclaimer
The Age of Mad Men
Creative Crew
The weird Guys
THE EMPEROR’S NEW
CLOTHES
Creative Brief
If words of command are not clear and distinct, if
orders are not thoroughly understood, then the
general is to blame.
S.IMPLE
U.NEXPE
CTED
C.ONCRE
TE
C.REDIB
SUCC
ESs
But if his orders ARE clear, and the soldiers
nevertheless disobey, then it is the fault of their
officers.
Sun Tzu
Entertainment Industry
• Brian Dean
(just the starter)
Look at the Entertainment Industry
The best fun way to learn something (mix it up with fun stories)
Seek what they sought.
Do not seek to follow in the footsteps of the wise; seek what
they sought. Seek the meaning behind their footsteps, not
upon the steps themselves. For in seeking the footsteps you
shall be glancing only upon the next footprint. And you’re sure
to stumble upon an unforeseen obstacle.
- Matsuo Basho, Japanese Poet
Search Engines
Google is trying to understand human nature and to get them to best result.
So the common sense says we should understand humans too.
But the fool is only trying to understand Google to get seen in the best result.
Be Smarter than this
Own the Competition
Get Ahead
Don’t tailgate
‫شر‬ ‫عکس‬
• Semantic Stretch
• Battle of Arms!
• Good Job
• Calibration
‫مهمل‬
WHY IS IT SO IMPORTANT?
WHAT’S THE CONCEPT?
HOW DID IT HELP US?
THE BACK HISTORY?
THANK YOU

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Copywriting

  • 2. ‫است‬ ‫پیمانه‬ ‫چون‬ ‫قصه‬ ‫برادر‬ ‫ای‬ ‫است‬ ‫دانه‬ ‫سان‬ ‫به‬ ‫وی‬ ‫اندر‬ ‫معنی‬ ‫دانه‬‫ی‬‫عقل‬ ‫مرد‬ ‫بگیرد‬ ‫معنی‬ ‫نقل‬ ‫گشت‬ ‫گر‬ ‫را‬ ‫پیمانه‬ ‫ننگرد‬ Disclaimer
  • 3. The Age of Mad Men Creative Crew The weird Guys THE EMPEROR’S NEW CLOTHES
  • 4. Creative Brief If words of command are not clear and distinct, if orders are not thoroughly understood, then the general is to blame. S.IMPLE U.NEXPE CTED C.ONCRE TE C.REDIB SUCC ESs But if his orders ARE clear, and the soldiers nevertheless disobey, then it is the fault of their officers. Sun Tzu
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Entertainment Industry • Brian Dean (just the starter) Look at the Entertainment Industry The best fun way to learn something (mix it up with fun stories)
  • 13. Seek what they sought. Do not seek to follow in the footsteps of the wise; seek what they sought. Seek the meaning behind their footsteps, not upon the steps themselves. For in seeking the footsteps you shall be glancing only upon the next footprint. And you’re sure to stumble upon an unforeseen obstacle. - Matsuo Basho, Japanese Poet
  • 14. Search Engines Google is trying to understand human nature and to get them to best result. So the common sense says we should understand humans too. But the fool is only trying to understand Google to get seen in the best result. Be Smarter than this Own the Competition Get Ahead Don’t tailgate
  • 15. ‫شر‬ ‫عکس‬ • Semantic Stretch • Battle of Arms! • Good Job • Calibration ‫مهمل‬ WHY IS IT SO IMPORTANT? WHAT’S THE CONCEPT? HOW DID IT HELP US? THE BACK HISTORY?