copywriting winter 2017 week 1

COMM 9159COPYWRITING

What is Copywriting?Creating and distributing the right content

to the right audience

All Communication is:

Purposeful

Economical

Audience-oriented

WHAT IS IT?

“ I just want to get people to buy stuff.”

So stop asking and start giving

There is no pleasure without pain

No pain, no gain

I’m going to great pains

Growing pains

She is feeling no pain

Eliminating the risk of loss is

even more attractive

than the prospect of gain

Your audience

What do they care about?

What is their biggest problem?

How can you help them solve it?

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

We are in the people business, serving coffee”.

It’s not about you

It’s about YOU

Target Market

I am NOT a target market!

Benefits

Trust

Objections

Target MarketGeographic

physical location

Demographicage, gender, education, income, ethnicity, sexual orientation

Psychographicpsychological traits, characteristics, or lifestyle

iROBOT

Psychographics = Precise Selling

Personality traits

Values

Attitudes

Interests

Lifestyles

Demographics vs. Psychographics

Demographic Information:• Female• Aged 45-65• Married, 2 children• Dealing with issues of weight gain, diabetes, lack of energy or

hormonal imbalance• Household income $100K+

Psychographic Information:• Concerned with health and appearance• Wants a healthy lifestyle, but doesn’t have much time• Enjoys going online in the evenings, big fan of Pinterest• Tends to favor quality over economy• Finds fulfillment in her career and family• Values time with a small group of friends

Psychographic exercise

1. “knit one – pearl two”: 25 y.o F , Toronto2. Subway shopping lady: 68, widow, Toronto, takes transit, shops at

Sobeys3. South Asian man: 45 y.o., married, immigrant, professional

degree, doesn’t work in profession, renter4. Lawyer guy: mid 50s, Toronto, 2 kids, wife works5. University student: 19 y.o, born in Lebanon, from Halifax, studies

in Toronto6. Property manager: 28 y.o., married, lives in Toronto, originally

from Edmonton, studies part-time7. 413 Area code: Calgary mother of two, 44 y.o, nurse, divorced8. Mr. GM: Factory shift worker, Oshawa, 45 y.o, 2 kids

Psychographic exercise

9. Divorced dad: 54 y.o, twice-divorced, university-aged son, Toronto

10. All the single ladies: Vancouver, 35 y.o., single, yoga instructor

11. Asian mom: Markham, 45 y.o, 2 teenage boys, married

12. New Canadian mom: 35 y.o., industrial designer, married, works in Iqaluit

13. Fashion photog: 40, single GWM, professional photographer, Toronto

14. Can I call you doc?: Heart surgeon, Toronto, married, 3 grown children

15. Vet tech: 36 y.o. woman, cohabitating, renter, no kids, urban

16. Tennis lady: Widowed, mid 70s, active, 3 grown kids, cottage, travels

Psychographic exercise17. Part-timer: 21 y.o. college student, works part time, lives

at home, suburban

18. Designing woman: mid 50s, urban, partnered, travels extensively for work

19. Korean florist: mid 50s, married, urban, runs a family business, two university-aged kids

20. Military college: 22 y.o engineering student, Kingston, lives in residence

21. Can’t decide: 24 y.o. part-time college, part-time work, dropped out of univeristy program, renter, cohabitating

22. EMT: 32 y.o., no steady girlfriend, Toronto, lives at home

23. Family farm: 27 y.o. lives near Leamington ON, working with father on tobacco farm