Copywriting winter 2017 week 4
-
Upload
kevin-odoherty -
Category
Marketing
-
view
181 -
download
2
Transcript of Copywriting winter 2017 week 4
![Page 1: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/1.jpg)
Writing that sells
Ads, layout and design
![Page 2: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/2.jpg)
Branding is about 3 things
Authenticity• Are you directed by your values?• Are you comfortable with who you are and
where you are? • When things go wrong, do you start with what
you could have done differently?
![Page 3: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/3.jpg)
Branding is about 3 things
Balance• Can you balance a bias toward a positive outlook
with an unflinching resolve to face the harsh realities?
• Are you fundamentally patient but relentlessly driven toward results?
• Are you comfortable with ambiguity while continually seeking clarity?
![Page 4: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/4.jpg)
Branding is about 3 things
Connectedness• Are you focused on serving others?• Are you open to being influenced by those
you seek to influence?• Are you curious all the time?
![Page 5: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/5.jpg)
“Experience”
![Page 6: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/6.jpg)
Negative space
![Page 7: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/7.jpg)
A picture paints…
![Page 8: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/8.jpg)
All headline
![Page 9: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/9.jpg)
Logo and call to action
![Page 10: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/10.jpg)
All copy, no headline
![Page 11: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/11.jpg)
Minimal copy
![Page 12: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/12.jpg)
Getting your attention
![Page 13: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/13.jpg)
Keeping your attention
![Page 14: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/14.jpg)
But does it work?
![Page 15: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/15.jpg)
Billboard advertising
![Page 16: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/16.jpg)
Interactive advertising
![Page 17: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/17.jpg)
Product placement
![Page 18: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/18.jpg)
App-based advertising
![Page 19: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/19.jpg)
Text messaging
![Page 20: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/20.jpg)
In-text advertising
![Page 21: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/21.jpg)
Your retirement income plan
![Page 22: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/22.jpg)
What would happen to her if something happened to you?
![Page 23: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/23.jpg)
Auto insurance at lower rates
![Page 24: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/24.jpg)
Turn your careful driving into money
![Page 25: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/25.jpg)
How well do you know your customers?So now this is the part that allows you to describe your product or service in greater detail. This is known as your copy block.There is no question that you should be testing headlines – seeing which ones work – and which don’t.
Don’t forget the call to action here.
![Page 26: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/26.jpg)
How well do you know your customers?
So now this is the part that allows you to describe your product or service in greater detail. This is known as your copy block.
There is no question that you should be testing headlines – seeing which ones work – and which don’t.
Coupon box to be added to the side of the ad when you want to include a discount, promotion or limited time offer.
25% OFF
Don’t forget the call to action here.
![Page 27: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/27.jpg)
How well do you know your customers?
So now this is the part that allows you to describe your product or service in greater detail. This is known as your copy block.
Coupon box to be added to the side of the ad when you want to include a discount, promotion or limited time offer.
25% OFF
Don’t forget the call to action here.
There is no question that you should be testing headlines – seeing which ones work – and which don’t.
![Page 28: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/28.jpg)
How well do you know your customers?
So now this is the
part that allows you to describe your product or service in greater detail. This is known as your copy block.
Coupon box to be added to the side of the ad when you want to include a discount, promotion or limited time offer.
25% OFF
Don’t forget the call to action here.
There is no question that you should be testing headlines – seeing which ones work – and which don’t.
SerifSans Serif
Point sizeBold Italics
![Page 29: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/29.jpg)
The 20 most 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
![Page 30: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/30.jpg)
The 20 most important copy tips
8. Know your audience
9. Focus on benefits
10.Magnetize
11.Make an impact
12.Be client-centred
13.Show your image
14.Bring out your personality
![Page 31: Copywriting winter 2017 week 4](https://reader035.fdocuments.in/reader035/viewer/2022062905/5a655c0e7f8b9af3678b46f7/html5/thumbnails/31.jpg)
The 20 most important copy tips
15.Know how the message translates
16.Be organized
17.Be consistent
18.Proofread
19.Test your copy
20.Edit and then edit some more