copywriting essentials
DESCRIPTION
Slides from the Feb '10 Copywriting Workshop.TRANSCRIPT
powerful copy
7 deadly sins
1. 3…2…1…
2. We…
we… we…
3. So what?
4. What do you
want me to do?
5. confusing
6. apathy
7. trust
writing powerful copy
goalaudienceSPINAIDCA
goal
know, think, do
Cox & cox postcard
Isabella Oliver
whoare you writing to?
audience
problems,needsmotivations…
SPIN
Solutions people can feel in their gut
“You can say the right thing about a product or service. And nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t, nothing will happen.”
William Bernbach, Advertising Guru
The painful exercise!
writing…
aidca
attentioninterestdesireconvictionaction
grab
attention
headlines
announcement
Introducing the UK’s only specialist documentation sector recruitment agency.
Announcing our lowest price yet for…
Announcing the most luxurious linen yet. Save 25% when you buy before 1st August
command
Save £££s every week for the rest of your life! Here’s how…
Invest just one hour of your time discovering how to make your business image work harder for you
state offer
500 full colour business cards for just £49!
Save upto 77% on full colour print
Commission free mortgages throughout August!
personal
You’ve helped them before. Now they need your help again.
You know more about printing than most - so you’ll recognise a great offer when you see one!
You’ve been a valued customer of Laytons Solicitors for over five years…
peer to peer
As a fellow marketing professional myself I know the importance of working with the right partners…
As a fellow HR executive you know how expensive hiring the wrong people proves to be.
As a fellow HR executive I know the impact a slow recruitment campaign will have on your workload.
question
How will you make your business grow faster in 2008?
Would you like recruiting staff to take up less of your time?
human interest
When I was 21, I was diagnosed with breast cancer…
I never had time to think about a pension when I was young. Now, time is all I have…
How often do you feel thirsty? Will you stop for a minute to think about it?
emotion
Start creating marketing that really works…
Communicate the professional image that your business deserves.
Your family deserves to sleep safely, so wake up to a few facts about house fires
identify problem
Sick and tired of wasting time reviewing candidates your recruitment consultancy
should never have sent you?
Is your business image letting you down?
benefit
Your marketing could be working much, much harder for you. Here’s how…
Would you like to add £160,000+ to your annual turnover? You could be. Here’s how…
Get much more advertising out of your marketing budget.
irrefutable logic
The more people who know about your business - the more business you will get. Yellow Pages - let’s tell the world you’re here!
“When advertising is a numbers game, it often adds up to nothing.”WebCast - just pay for what you get
let them in on something…
You’re one of the very first to know…
Exclusive offer for Account Customers only
Special preview - for existing customers only
Shhhh, it’s our little secret…
reasons why
Three reasons why your competitors choose Documentation People as their recruitment agency of choice
Three ways that you can make an immediate difference to a child’s life…
Three ways that you can take action and feel in control of your grief…
Manipulate the
emphasis
powerful angles
interest…
generate
interest
what do they need to know?
pain triggers
why do they care?
desire…
create desire
do I really want or need this?
impact of not having?
prove the benefits to me
conviction…
build
conviction
guarantee
“a great guide to doing exhibitions - it does what it says on
the tin!” Margaret MacMillan
testimonial
The power of testimonials
action…
call to action
what’s the rush?
ask for the order
powerful copy…
is focused on the customer
is painful
Starts by thinking about the action
support…
2 weeks email support
If you found this useful…
Exhibit! How to use exhibitions to grow your business
18th Marchwww.marvellousworkshops.co.uk
Fiona Humberstone runs printing.com in
Guildford which helps companies win more business from their brand and marketing communications.
Fiona is the author of the forthcoming
book: Exhibit Profitably and runs regular
workshops and events around the
South East. If you’d like to book Fiona
for a one to one consultation or to speak
at your company or group please email
www.guildfordprinting.com