Download - Selling Words and Kings
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Selling words (and Kings)
Copywriting Service Offering
22/01/2013
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Presentation structure
• How we work
• What are copywriting and content services?
• Routes to market
• Working processes
• Integration with the business
• Industry context
• Conclusion
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What are copywriting and content services?
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• Editing - IT IS NOT PROOFREADING
• Proofreading / Sub editing – IT IS NOT JUST READING
• Writing – IT IS NOT JUST FILLING WHITE SPACE
Disciplines and definitions
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Writing
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Editing
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Proofreading
http://youtu.be/Wdqbi66oNuI
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Proofreading – How to look stupid
Dan Quayle
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More examples
Brand voice
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•Social voice and the rise of brand characters
•Internal communication opportunities – we now have an award-winning IC champion• Intranets are NOT going away
•Mobile – writing for mobile devices is another new discipline
•The rise of the blog
Industry developments
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• More opportunities to publish content than ever before
• More demand on copywriters than ever before• Channel challenges – from meta tags to meaty articles
• Breadth of channels broadcast from here at Freestyle• In two years working here I have written my way from spy-
themed video scripts to student-aimed Spotify ads
• More opportunities to SELL content than ever before
Channels
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Routes to market – how to sell us
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• Retained writing services• Web copy (site launch and
ongoing news and feature articles)
• Blog production • Social engagement• E-newsletters• Video• White papers• Publications/iBooks• Campaigns• Digital PR• Print collateral
• Brand identity• T.O.V. guides• Social voice• Style sheets• Branding
Wordy products / salary justifiers
• Editorial consultation• Training• Content planning• Auditing• Proofreading and editing
• Internal communication• Employee intranets• Employee publications• Employee comms
campaigns• Conference scripting• HR resources• Online collaboration tools
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Obstacles
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• “My grandad/sister/girlfriend’s ex’s nephew’s step-dad’s brother has an ‘A’ in English lit.”
• “Copy is an afterthought” / “We’ve already got copy on our old website/in brochures”
• Lack of client exposure for content creators
• Cost of outsourcing
Obstacles
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We write and sell benefit-led copy. You should sell the benefits of copywriting to your clients:
•No more off-role, late night writing sessions for executives and directors
•No more fear of the blank page
•We have expert knowledge of our clients’ brands
•Clarity, cohesion and consistency
•SEO benefits
Sales techniques
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• Benchmarking
• Identifying industry shortfalls
• Content audits
• Copy makeovers
Sales tools
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• Client-facing copywriters• Benefit to client from lack of Chinese Whispers in briefs and
demonstration of expertise
• Involved from square-one of the creative process
• Close collaboration with design, search and social
• Combat ‘copy goes here’ syndrome – strategy matters• No more ‘200 words of fluff on my desk by EOP’
Working with CS & PM - processes
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The rise and rise of content marketing
All our clients are now publishers
Final thoughts
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Conclusion - content IS (not currently) king, it is...
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...the elephant in the room...
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..and why do people visit websites?
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The driverless sports car
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Freestyle Interactive Ltd Freestyle Interactive Ltd Harwoods HouseHarwoods House
Banbury RoadBanbury RoadAshorne Ashorne
WarwickshireWarwickshireCV35 0AA CV35 0AA
T: +441926 652832T: +441926 [email protected] www.freestyleinteractive.co.uk
Freestyle Interactive Ltd Freestyle Interactive Ltd 120 Avenue Charles de 120 Avenue Charles de
GaulleGaulleNeuilly sur SeineNeuilly sur Seine
75017 75017 Paris Paris
T: +33 644271747T: +33 [email protected] www.freestyleinteractive.fr