Writing the creative brief and understanding Unique Selling Proposition (USP)

1. Copywriting II

2. Copywriting Class 2
A few reminders:
• Me: kdodoherty@gmail.com
• Class Notes: slideshare.net/thenewsgenerator

4. Pain Points: Revision
• FOMO
• Money – spending too much / don’t have
enough
• Productivity – Time
• Aspirational – Polo pony on my sweater
• Boredom
• Emotional

5. Keep these three things in mind
Benefits
Trust
Objections

6. Demolish objections
• I can’t afford it
• I don’t have time
• It won’t work for me
• I don’t believe you
• I don’t need it

7. Who cares?
• Make the prospect part of the story
• Show empathy (Kleenex)
• Give them something to consider
(Foodora)

8. Creative brief
• What problem / pain point are we solving?
• Who are we selling to? Target audience
• But, what is the real problem?
• What are we selling?
• Why should you believe me?
• Where are we selling this (medium)?
• What do you want people to do? CTA
• Who are we up against?
• What are the project goals?

9. Product / Service
• Describe your product. What does it do?
• How does your product relate to the
market. Who is it for?
• What does your market need? PAIN
• What do they currently use?
• What do they need above and beyond
current use?

10. CREATIVE BRIEF
What are we selling?
We are selling the customer mortgages, but also,
convenience and time , through the introduction of our
new Mobile Mortgage Advisor Service.

11. CREATIVE BRIEF
WHO ARE WE SELLING TO?
Young professionals with busy work schedules. They
have the means to apply for a mortgage, but have not
yet done so. They find it difficult to take time off work to
come to the bank and speak to a mortgage advisor in
person there. They would like to own their own property
but find the process of navigating a mortgage too
inconvenient (Complicated).

12. CREATIVE BRIEF
Who is our Competition?
Our competitors are existing Mortgage Brokers, who do
not work for CIBC and other banks.
We also face competition from the customers’ daily
routine and work responsibilities. We will need to
convince them that they can afford to take the time out of
their schedule for us to come and meet with them at their
convenience.

13. Creative Brief
What are the project goals?
The goals are to increase the volume of people applying
for mortgages and to remain at the top of the industry as
mortgage providers.
The bank aims to continue to build its image as a bank
offering convenience to its customers. The service is
designed to build on the image of putting the bank
customer first by treating him/her as a valued
individual.

14. Creative Brief
What problem are we solving?
This service is designed to benefit the customer, by
saving them the inconvenience of having to physically
come into the bank to speak with a mortgage advisor, or
going elsewhere to speak with an independent mortgage
broker. They do not have to take time away from their
regular schedules, or work. They save travel expenses
also.

15. Reebok Creative Brief
• https://www.behance.net/gallery/2256546/Ree

16. Features and Benefits

17. Key message (s)
What is the one thing I want my audience to know?
Concise: avoid jargon and acronyms
Active: make every sentence active
Positive: talk about what you can do, not what you can't
Short: one memorable sentence, 10-15 seconds to say.
Specific: address a particular challenge and audience

18. 4 steps to extract true benefits
• Make a list of every feature of your
product or service.
• Ask yourself why each feature is included
in the first place.
• Take the “why” and ask “how” does this
connect with the prospect’s desires?
• Determine what’s really in it for the
prospect at an emotional level.

19. The Seven-Stage Marketing Strategy
Define the product or service and describe its attributes
The fact
Feature: The coffee cup has a no-spill lid
The promise:
Benefit: You will never stain your clothes ever again
The value:
Enjoy a cup of coffee without worrying

20. Know your competition and USP
• Competition
• USP
– What do we have that the competition does
not?
– What is different about our product?
• SWOT

21. Specifics of advertising
The Anatomy of an Ad
• Copywriting Guidelines
• Elements of an Ad
• Killer Headlines
• Taglines & Slogans
Writing the Ad
• Features vs. Benefits
• Writing Body Copy
• Utilizing Emotional Triggers
• The Call to Action

22. What traditional ads look like
• Illustration 65 %
• Headline 10 %
• Copy 20 %
• Logo 5%

23. Elements of an ad
• Headline
• Benefit or problem – solution
• Hook or unique storyline
• Tell a story
• Identify audience pain points
• Emotional cues (tug on the heartstrings)
• Prove it!

26. Interactive advertising

28. What will it take?

29. Promotional vocabulary
– Free
– Fast
– Longevity = credibility (“built to last”)
– Looks, feels, sounds better
– Compact
– Lasts longer
– Easier
– Safer
– Guaranteed

30. Cluster exercise – word cloud