Copywriting ii week 2
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20-Oct-2014 -
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Transcript of Copywriting ii week 2
Copywriting II
Copywriting II week 2
A few reminders:
• Shirin Khosravaneh [email protected]
• Notes on Slideshare slideshare.net/thenewsgenerator
• Final marks available 1 week after the end of class
Course outline and objectives
Marketing Plan Advertising Web Marketing Sales Presentations
You are here
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
Interactive advertising
Getting your attention
4 Ps Marketing Mix
• Product
• Price
• Place
• Promotion
The writing process
Applying the marketing plan to our work
The Promotional Mix
• Advertising
• Personal Selling
• Public Relations
• Sales Promotion
• Direct Marketing
The Promotional Mix
• Personal Selling
• Mass Selling
• Sales Promotion
Personal Selling
Mass Selling
• Advertising vs. Public Relations / Publicity
Sales Promotion
• Loyal customers
• Competitor’s customers
• Brand switchers
• Price buyers
Loyal Customer
• Loyalty programs
• Bonus packs
Competitor’s Customers
• Sampling
• Sweepstakes or contests
Brand Switchers
• Promotional pricing
• Trade deals
Price Buyers
• Coupons
• Price-driven promotion
B2C Sales Promotion Tools
• Coupons / rebates
• Loyalty marketing
• Contests
• Sampling
• POP
B2B Sales Promotion Tools
• Training (webinars)
• Push money
• In-store demonstrations
• Trade shows / conventions
• Free merchandise
Promotional vocabulary• Should we lead with price?
– Free– Fast– Longevity = credibility– Looks, feels, sounds better– Compact– Lasts longer– Easier– Safer– Guaranteed
Objects, signs and interpretants
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
Creative brief
• What are we selling?
• Who are we selling to? Target audience
• Who are we up against?
• What are the project goals?
• What problem are we solving?
• What do you want people to do?
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?
Know your competition and USP
• Competition
• USP (what we have that the competition does not)
Promotional Strategy Objective
• Fulfillment
• Target Market’s desire
• Brand Awareness
The Seven-Stage Marketing Strategy
StrengthsStrengths WeaknessesWeaknesses
OpportunitiesOpportunities ThreatsThreats
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
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
What traditional ads look like
• Illustration 65 %
• Headline 10 %
• Copy 20 %
• Logo 5%
• Headline
• Benefit or problem – solution
• Hook or unique storyline
• Tell a story
• Identify audience pain points
• Emotional cues (tug on the heartstrings)
• Prove it!
Important copy tips
1. Demonstrate knowledge
2. Use short sentences
3. Do not overwhelm
4. Run from pompous words
5. Educate
6. Use a great headline
7. Strike a nerve
Important copy tips
8. Know your audience
9. Focus on benefits
10.Make an impact
11.Be client-centred
12.Bring out your personality
Important copy tips
15.Proofread
16.Test your copy
17.Edit and then edit some more