Copywriting II

The marketing planand how it helps us choose our

words.

Copywriting II

A few things you need to know:

• Shirin Khosravaneh celiberal@georgebrown.ca

• Notes on Slideshare slideshare.net/thenewsgenerator

• Final marks available 1 week after the end of class

Course Outcomes

Course Outline

Course outline and objectives

Marketing Plan Advertising Web Marketing Sales Presentations

You are here

Shifting gears

CCCCPPPP

Product

Price

Promotion

Place

Consumer

Cost

Communication

Convenience

The Marketing Plan

1. Market research

2. Target market

3. Product

4. Competition

5. Mission statement

6. Market strategies

7. Pricing, positioning and branding

8. Budget

9. Marketing goals

10. Monitor your results

Target Market

• Find niche or target markets for your product and describe them.

• If you say that your target customer is "everybody" then nobody will be your customer.

“We aren’t in the coffee business, serving people.

We are in the people business, serving coffee”.

Product

• Describe your product.

• How does your product relate to the market

• What does your market need

• What do they currently use

• What do they need above and beyond current use?

The writing process

Applying the marketing plan to our work

The writing process

Copywriting process

Gather initial research and gain an understanding of the business:

• The customer• The product• The business• The offer

Target MarketThe strategic focus of a business or marketing plan.

I am NOT a target market!

I am NOT a target market!

Your customers

• What do they care about?

• What is the biggest problem they face?

• How can you help them solve it?

Build a perfect customer

• Who are they?

• What are their habits?

Building a perfect customer

• Outline features and benefits

• Stories that drive interest (pain point)

• Testimonials

• The buying process

Building the perfect customer

• Determine goals (leads, sales)

• Secondary goals• Dispel rumours• Answer questions• Build credibility• Build brand• Eliminate misconceptions• Differentiate from competition

Conduct research

• Assess current marketing materials• Packaging• Website• Collaterals

Conduct research

• Look at the competition

• Hang out on social media

• Join groups on Linkedin / forums

What is a hook?Essentially, it’s your story

• Fear (pain)• News story / seasonality / trend• Success story• Factoid (did you know?)• Sensational claim• Major benefit• Sense of urgency

Back to the process

• Create an offer

• Opening or introduction

• Tell a story

• List of F + B

• Expand on the key elements

• Create a sense of urgency

The process

• Rearrange the flow

• Edit and expand

The Communications Process

• Sender

• Message

• Channel

• Noise

• Receiver

• Feedback

The Communications Process

Sender

Message

Channel

Noise

Receiver

Feedback

The Seven-Stage Marketing Strategy

StrengthsStrengths WeaknessesWeaknesses

OpportunitiesOpportunities ThreatsThreats

SWOT analysis and copy

By articulating SWOT you develop copy that describes what the product does and for whom.

Draw out the F+B

Mission statement

Know your competition and USP

• Competition

• USP (what we have that the competition does not)

Value proposition

• Accessibility “build a diversified investment portfolio”• Newness “get the latest smart phone”• Performance “More powerful, faster”• Customization “A plan built for you”• “get the job done” “Let us worry”• Design “Stand out in a crowd”• Status “A special sense of belonging”• Price “No frills”• Cost reduction “Turnkey solution”• Risk reduction “Guarantee”• Usability “Download right from your phone…”

The Seven-Stage Marketing StrategyDefine the product or service and describe its attributes

The factFeature: 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

Understand business environment

• Economic

• Political

• Legal

• Social/Cultural

• Technological

Promotional Strategy Objective

• Fulfillment

• Target Market’s desire

• Brand Awareness

Write your sales message

Inform target market what they can get

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