Copywriting

The marketing planand how it helps us choose our

words.

The Communications Process

• Sender

• Message

• Channel

• Noise

• Receiver

• Feedback

The Communications Process

Sender

Message

Channel

Noise

Receiver

Feedback

The Communications Process

Where is all that Noise coming from?

The Communications Process

Where is the motivation?

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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

Product or Service

• 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?

Market strategies

• Networking and Word-of-mouth - go where your market is • Direct marketing - sales letters, brochures, flyers, posters • Advertising - print media (newspaper ads), electronic media

(television ads, radio ads, infomercials), OOH (out of home – transit ads, billboards) directories

• Training programs - teleclasses, webcasting• Write articles, public speaking, give advice, seminars, newsletter

(print or electronic), become known as an expert in your chosen field.

• Direct/personal selling, door-to-door, telemarketing• Publicity/press releases, articles• Trade shows, contests, sweepstakes, charity events, special events• Web site (banner ads)• Incentives (Take-one box, gift certificates)• Yellow pages

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

Know your competition and USP

• Competition

• USP (what we have that the competition does not)

Understand business environment

• Economic

• Political

• Legal

• Social/Cultural

• Technological

Promotional Strategy Objective

• Fulfillment

• Target Market’s desire

• Brand Awareness

Write your sales message

Inform target market what they can get

Slogan: There are 364 practice days but only one St Patrick’s Day.

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

How marketing plan applies

• Competitive advantage• Specificity of language• Consistent relationships• Inform everyone about priorities• Resources for implementation• Engage all team members• Set objectives• Gain commitment

How marketing plan applies

• Situation – where am I?

• Objectives – where am I going?

• Strategy – how am I getting there?

• Tactics – details of strategy

• Action – who does what?

• Control - Metrics