Live: Ad Copy Workshop at 2014 Hero Conference
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Transcript of Live: Ad Copy Workshop at 2014 Hero Conference
#herocon 2014
Elizabeth Marsten
Ad Copy:
Your First Impression
ELIZABETH MARSTEN (ME)
•VP of Search Marketing
•Pay-Per-Clip Marketer
•SEO, Social, PPC, Content
•@ebkendo
•http://bitly.com/bundles/ebkendo/5
•Do not spoil season 4 for me
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WHERE'S PORTENT? 3
Technically speaking,
More specifically,
here.
here.
Personas
RESOURCES
• US Census
• Customer reviews/forums
• Google Analytics
• Ubersuggest
• Lexicons
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@ebkendo #herocon #superfuntimes
FREE SWAG! 6
@ebkendo #herocon #Iinventedpostits
Get out of the box ad copy
SAFE FOR WORK
• Asking questions in the headline
• Use a hashtag
• Using sounds or smells
• Poetry
• Use the URL as the headline
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@ebkendo #herocon #nowyoucantstoplookinghere
LESS SAFE FOR WORK
• Guilt
• Reverse psychology
• Inferring “things”
• Sounding drunk
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@ebkendo #herocon #insertyourmommajoke
GOT SOME IDEAS? 10
skeletorislove.tumblr.com
Let’s get to writing!
@ebkendo #herocon