Before We Start

» In the chat box, please… Share copy or links to work you’ve recently written

and are proud of (privately or to the group)

Tell us what you hope to get out of this class

Creative Copy Course 1

Clare Harrison Christine Fleming McIsaac

Agenda

» Objective of Course» Introductions» Tell Us About You» Approach & Upcoming Weeks» Dive Into Writing & Editing

Objective of Creative Copy

» Write great copy for integrated marketing strategies that connect with customers while building and sustaining relationships.

Introductions

» Who We Are

We’ll Start

Clare Harrison Christine Fleming McIsaac

Your Turn

» Who Are You?• Name• Company• Position• What do you market/

sell and to whom(in one sentence)

Using the Tools

Using the Tools

Using the Tools

Years Copywriting Part of Your Job1-3 years 4-6 years 7-10 years More than 10

years

The only way to become a good writer is to write.

First Make Rice

Assignment Sharing & Feedback

https://thedma.org/aco0117/

Constructive Feedback

» Start with a positive.» Keep comments impersonal.» Structure your comments as questions or

suggestions rather than criticism.» Be Specific!

» For our purposes, keep it to 2-3 points.

Agenda for Next 6 Weeks

» Today: Writing Great Copy» 2/14: “The Story”—crafting it with features, benefits,

and a unique value proposition» 2/21: Expanding “The Story” across all channels &

Writing the Short Message: Headline, Teaser, Subject» 2/28: Writing the Medium Message: Digital Channels» 3/7: Writing the Long Message: Body Copy for DM

pieces, email, blogs» 3/14: Putting it All Together– Inspiration & Case Studies

Time Spent / Want to Learn More

Most Time Spent Wish I Spent More Time On/Knew More

Direct Mail

Print Collateral/Brochures

Email Marketing

Blogging

Social Media Marketing

Other (please note in chat box)

Are you wasting 67 hours per year just checking email?

Just Write…Edit Later

» Make a List» Free Write

• Keep your hand moving• Don’t cross out• Don’t worry about

errors• Lose control• Don’t think or get logical• Go for the jugular

» Graphic Organizers

Keep your hand moving

Don’t think or get logical

Graphic Organizers

Cluster

Venn Diagram

End User

Decision Maker Influencer

Mind Mapping

Just Write…Edit Later

» Write a Friend » Funny Version

Make a List Free Write Graphic Organizers

“Easy Reading is Damn Hard!”

~ Nathaniel Hawthorne

Direct Marketing Copywriting

Capture attention Connect with the

reader Persuade them

FreeDigitalPhotos.net

Making Your Writing Clear

Style

Organization

Layout

Style – Write the Way You Talk!

» Use ordinary words.» Use a variety of punctuation.» Use more personal pronouns.» Use contractions.» Avoid passive voice.» Avoid abstractness.

Ordinary Words

» Advise» Assist» Purchase» Commence» Furnish» Prior to

Tell Help Buy Begin Give Before

Punctuation

, :

…

Punctuation

» At XYZ Travel, we will research and book your travel for you.

» Have you planned your summer vacation yet? Let us take care of it.

ORWe’re on it!

Punctuation

» Our company promise is to make your life easier. It is in everything we do.

» Our company promise: We make your life easier.

» Your life…easier. It’s our promise to you.

Punctuation

» The major benefit of our service is savings.

» You’ll find one major benefit: savings.» Savings—it’s what we do.

Gary Halbert

YOU

Personal Pronouns

» You» Your» Yours

I Me My Mine We Us Our Ours

Write Active, Not Passive

» am» are» is» was» were» be» been» being

-ed -en

held made kept

Form of verb to be + past participle = Passive

Passive to Active

» The website has been updated.

» Donations are being taken today.

» Purchases should be made online.

We’ve updated the website for you.

Please send your donations today!

Please purchase yours online.

Contractions

» All the news that is fit to print.

» Cannot find a plumber?

» Do not hesitate to call.

All the news that’s fit to print.

Can’t find a plumber? Don’t hesitate to call.

Abstractness – Don’t Make them Guess

» Ambiguous» Hard to picture» Vague

Show, Don’t Tell

» Use quick examples.» Tell brief stories.» Make comparisons.

Dr. Pepper’s One of a Kind campaign

https://www.youtube.com/watch?v=WA2U_4mz3E4

Other Writing Tips

» It is ok to break the rules:• Start sentences with “and” or “but.”• A paragraph can be one sentence.• End sentences with prepositions.

» Vary sentence length.» Pay attention to the rhythm of your

sentences. Read them out loud!» Cut unnecessary words.

Organization – Don’t Bury the Lead

» Make your main point easy to find» Tell your customers what you want them

to do right from the start

– What am I selling? – Why am I selling this now? – What do I want my customers to do?

Layout – Adding Visual Impact

» Short paragraphs» Headings» Bullets and lists

Which Would You Rather Read?

http://bp1.blogger.com/_ozdg0g2E4Vk/SJUjhlqYMMI/AAAAAAAABuw/ybEHnh26V94/s1600-h/LGapples.jpg http://news.bbc.co.uk/media/images/45719000/jpg/_45719947_flujab_advertisingarchive.jpg

Putting It All Together

We are striving with you. Montana’s State Education Agencies (SEA) has been selected by the U.S. Department of Education for the Striving Readers Comprehensive Literacy Grant. Local Education Agencies are now due to submit an application to their SEA for funding. Submissions details can be found at Montana’s website, but applications are required to propose a project that is designed to improve language and literacy development; collect, analyze, and use high-quality and timely data; and use technology. Ed Publisher can help with this effort. Please contact us to learn more.

RevisedCongratulations! The U.S. Department of Education awarded Montana funds from the Striving Readers Comprehensive Literacy Grant. Now it’s your turn to apply—applications are due December 1—and we’re here to support you.

Review Your Striving Readers Handbook First, we’ve created the enclosed Handbook, outlining ways we can help you propose how to:» Improve language and literacy development» Collect, analyze, and use high-quality and timely data» Use technology

Contact Us for Solutions Customized to Your Needs: 800.555.1212We understand your urgency to complete the Striving Readers application. Please contact you Sales Rep to further customize solutions to fit your proposal.

At Ed Publisher, we look forward to being your partner and raising the literacy levels of all students with Striving Readers funds.

http://goodbadandugly.tv/entry/synergy-media-team/

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Your Assignment

Read 16 Companies in "Boring" Industries Creating Remarkable Content—all or just industries of interest to you.

In your online discussion area: 1. Share what inspired you 2. Using that and what we discussed

in class, introduce us to your brand/product/service in a remarkable way and/or tell us how it is remarkable