5.1 adma advanced copy copy issues pt i

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5.1 adma advanced copy copy issues pt i

  1. 1. Key style issues
  2. 2. Other key style issues <ul><li>Other things to consider: </li></ul>
  3. 3. Other key style issues <ul><li>Other things to consider: </li></ul><ul><li>The invisible copywriter </li></ul>
  4. 4. Other key style issues <ul><li>Other things to consider: </li></ul><ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul>
  5. 5. Other key style issues <ul><li>Other things to consider: </li></ul><ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul>
  6. 6. Other key style issues <ul><li>Other things to consider: </li></ul><ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul>
  7. 7. Other key style issues <ul><li>Other things to consider: </li></ul><ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul><ul><li>Features vs. benefits </li></ul>
  8. 8. Other key style issues <ul><li>Other things to consider: </li></ul><ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul><ul><li>Features vs. benefits </li></ul><ul><li>Sensitivity of data </li></ul>
  9. 9. Other key style issues <ul><li>Other things to consider: </li></ul><ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul><ul><li>Features vs. benefits </li></ul><ul><li>Sensitivity of data </li></ul><ul><li>When not to write </li></ul>
  10. 10. Other key style issues <ul><li>Other things to consider: </li></ul><ul><li>The invisible copywriter </li></ul><ul><li>Copy vs. prose vs. poetry </li></ul><ul><li>Copy that sells vs. copy that tells </li></ul><ul><li>B2B vs. B2C </li></ul><ul><li>Features vs. benefits </li></ul><ul><li>Sensitivity of data </li></ul><ul><li>When not to write </li></ul><ul><li>In more detail… </li></ul>
  11. 11. The invisible copywriter <ul><li>The copywriter ’s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order </li></ul>
  12. 12. The invisible copywriter <ul><li>The copywriter ’s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order </li></ul><ul><li>Not: - Show how clever they are - Play games with words for the sake of it - Repeat phrases they use all the time </li></ul>
  13. 13. The invisible copywriter <ul><li>The copywriter ’s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order </li></ul><ul><li>Not: - Show how clever they are - Play games with words for the sake of it - Repeat phrases they use all the time </li></ul><ul><li>Should be the company speaking, not the writer </li></ul>
  14. 14. The invisible copywriter <ul><li>The copywriter ’s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order </li></ul><ul><li>Not: - Show how clever they are - Play games with words for the sake of it - Repeat phrases they use all the time </li></ul><ul><li>Should be the company speaking, not the writer </li></ul><ul><li>Consistent across client communications, not writer ’s book </li></ul>
  15. 15. Copy vs. poetry vs. prose <ul><li>Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something </li></ul>
  16. 16. Copy vs. poetry vs. prose <ul><li>Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something </li></ul><ul><li>Poetry and prose: self indulgent </li></ul>
  17. 17. Copy vs. poetry vs. prose <ul><li>Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something </li></ul><ul><li>Poetry and prose: self indulgent </li></ul><ul><li>Copy: - on behalf of someone else - aimed at generating sales </li></ul>
  18. 18. Copy vs. poetry vs. prose <ul><li>Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something </li></ul><ul><li>Poetry and prose: self indulgent </li></ul><ul><li>Copy: - on behalf of someone else - aimed at generating sales </li></ul><ul><li>Many copywriters think they are poets and novelists </li></ul>
  19. 19. Copy that tells vs. copy that sells <ul><li>Copy can play different roles, at different times </li></ul>
  20. 20. Copy that tells vs. copy that sells <ul><li>Copy can play different roles, at different times </li></ul><ul><li>Acquisition: selling a product or service (sells) </li></ul>
  21. 21. Copy that tells vs. copy that sells <ul><li>Copy can play different roles, at different times </li></ul><ul><li>Acquisition: selling a product or service (sells) </li></ul><ul><li>Fulfilment: information-based (tells) </li></ul>
  22. 22. Copy that tells vs. copy that sells <ul><li>Copy can play different roles, at different times </li></ul><ul><li>Acquisition: selling a product or service (sells) </li></ul><ul><li>Fulfilment: information-based (tells) </li></ul><ul><li>Retention: reassuring and connecting (sells & tells) </li></ul>
  23. 23. Copy that tells vs. copy that sells <ul><li>Copy can play different roles, at different times </li></ul><ul><li>Acquisition: selling a product or service (sells) </li></ul><ul><li>Fulfilment: information-based (tells) </li></ul><ul><li>Retention: reassuring and connecting (sells & tells) </li></ul><ul><li>Growth: selling plus reassurance (sells & tells) </li></ul>
  24. 24. Copy that tells vs. copy that sells <ul><li>Copy can play different roles, at different times </li></ul><ul><li>Acquisition: selling a product or service (sells) </li></ul><ul><li>Fulfilment: information-based (tells) </li></ul><ul><li>Retention: reassuring and connecting (sells & tells) </li></ul><ul><li>Growth: selling plus reassurance (sells & tells) </li></ul><ul><li>Reactivation: reminds (tells) </li></ul>
  25. 25. Copy that tells vs. copy that sells <ul><li>Copy can play different roles, at different times </li></ul><ul><li>Acquisition: selling a product or service (sells) </li></ul><ul><li>Fulfilment: information-based (tells) </li></ul><ul><li>Retention: reassuring and connecting (sells & tells) </li></ul><ul><li>Growth: selling plus reassurance (sells & tells) </li></ul><ul><li>Reactivation: reminds (tells) </li></ul><ul><li>How does that affect your copy style & content?… </li></ul>
  26. 26. Copy that tells vs. copy that sells <ul><li>Think about how your copy would reflect/change between: </li></ul>
  27. 27. Copy that tells vs. copy that sells <ul><li>Think about how your copy would reflect/change between: </li></ul><ul><li>Acquisition: a potential customer (prospect) </li></ul>
  28. 28. Copy that tells vs. copy that sells <ul><li>Think about how your copy would reflect/change between: </li></ul><ul><li>Acquisition: a potential customer (prospect) </li></ul><ul><li>Retention: a 10 year, long term customer </li></ul>
  29. 29. Copy that tells vs. copy that sells <ul><li>Think about how your copy would reflect/change between: </li></ul><ul><li>Acquisition: a potential customer (prospect) </li></ul><ul><li>Retention: a 10 year, long term customer </li></ul><ul><li>Your proposition: - Save 30% </li></ul>
  30. 30. Copy that tells vs. copy that sells <ul><li>Think about how your copy would reflect/change between: </li></ul><ul><li>Acquisition: a potential customer (prospect) </li></ul><ul><li>Retention: a 10 year, long term customer </li></ul><ul><li>Your proposition: - Save 30% </li></ul><ul><li>Write 2 benefit-driven, customer focussed opening lines - One for the new prospect - One for the long term customer </li></ul>
  31. 31. Copy that tells vs. copy that sells <ul><li>Think about how your copy would reflect/change between: </li></ul><ul><li>Acquisition: a potential customer (prospect) </li></ul><ul><li>Retention: a 10 year, long term customer </li></ul><ul><li>Your proposition: - Save 30% </li></ul><ul><li>Write 2 benefit-driven, customer focussed opening lines - One for the new prospect - One for the long term customer </li></ul><ul><li>How should they differ? Head back to the ADMA Learn Site to submit your ideas… </li></ul>
  32. 32. Thank you

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