copywriters' workshop

GREETINGS

HOW TO WRITE GOOD

WHAT’S ON TAP?

Our goal: Help you become a better, more convincing writer Our topics: Thinking strategically before you write Principles of persuasion The four essentials of all good writing Using your brand guide Pro tips Resources for continuing improvement

I’M LARRY ASHER

WHY LISTEN TO ME?

Come to the Swedish/Ballard ER housewarming.

See something new in Ballard that isn’t a condo.

> Tour the New ER Free finger casts for the kids

> Ask the Doctor Free medical advice without an appointment

> Take a Baby Bite of Ballard Bite-sized samples from Ballard restaurants

> Meet Kasey Keller Get an autograph from the Sounders’ goalkeeper

> Get a Free Soccer Scarf Swedish/Ballard scarves for the first 300 visitors

> Hear Caspar Babypants Fun songs for toddlers and their families

Swedish/BallardMarket & Tallman

Streets

Complete schedule at swedish.org/ballard

NOV.62010

11 a.m. to 3 p.m.

SATURDAY

THAT’S ME. WHO ARE YOU?

PART 1: THINKING

My man-crushMY MAN CRUSH

Writing is thinking on paper.

Writing is thinking on a screen.

ONE SENTENCE

CREATIVE BRIEF

BLANK SHOULD BLANK BLANK

BECAUSE BLANK.

(AUDIENCE) SHOULD (ACTION)

(PRODUCT) BECAUSE

(BEST POSSIBLE REASON).

(Audience) should (action) (product)

because (best possible reason).

(Marketers and creative people) should (action) (product)

because (best possible reason).

(Marketers and creative people) should (take classes) (product)

because (best possible reason).

(Marketers and creative people) should (take classes) (at SVC)

because (best possible reason).

(Marketers and creative people) should (take classes) (at SVC)

because (you’ll learn from top working pros).

(Audience) should (action) (product)

because (best possible reason).

(Starbucks cafe customers) should (action) (product)

because (best possible reason).

(Starbucks cafe customers) should (buy) (product)

because (best possible reason).

(Starbucks cafe customers) should (buy) (a Verismo system)

because (best possible reason).

(Starbucks cafe customers) should (buy) (a Verismo system)

because (it lets you drink Starbucks lattes at home).

(Audience) should (action) (product)

because (best possible reason).

(Active outdoor lovers) should (action) (product)

because (best possible reason).

(Active outdoor lovers) should (buy) (product)

because (best possible reason).

(Active outdoor lovers) should (buy) (Timberland Boots)

because (best possible reason).

(Active outdoor lovers) should (buy) (Timberland Boots)

because (they will keep your feet totally dry).

> LET’S WRITE A TAKEAWAY SENTENCE

FOR A PAST PROJECT. FOR A CURRENT PROJECT.

FOR THE MUSEUM OF GLASS.

Museum of Glass Creative Brief

Deliverable: A rack brochure to be displayed in hotel lobbies and tourist attractions

Objective: Increase visits to the MOG by Seattle visitors by 10% over the next year

Audience: Visitors to Seattle with a cultural or art interests

Competition: Museums in Seattle: SAM, SAAM, Sculpture Garden, Chihuly Gardens, Frye, Henry, MOHAI and other attractions that consume time and money

Strategy: (You tell us.)

(AUDIENCE) SHOULD (ACTION)

(PRODUCT) BECAUSE

(BEST POSSIBLE REASON).

WATCHA GOT?

GET YOUR STORY DOWN

FIGURE OUT YOUR

CROW BAR

RECIPROCITYIf you do what I’m asking, I’ll repay

you with something of value.

CONSISTENCYWhat I’m asking you to do is consistent

with what I know you believe.

AUTHORITYExperts and figures of power agree that

you should do what I’m asking.

CONSENSUSAlmost everyone in the same situation

as you is doing what I’m asking.

SCARCITYYou should do what I’m asking, because

this opportunity will go away.

LIKINGYou like me, don’t you? Well, then

please do what I’m asking.

"MEN WANTED FOR HAZARDOUS JOURNEY. SMALL WAGES, BITTER COLD, LONG MONTHS OF COMPLETE DARKNESS, CONSTANT DANGER, SAFE RETURN DOUBTFUL. HONOR AND RECOGNITION IN CASE OF SUCCESS."

> LET’S WRITE A CONTENT

OUTLINE

AN EXAMPLE:

WATCHA GOT?

PART 2: WRITING

1. CLARITY

2. SIMPLICITY

SIMPLE. NOT SIMPLE-

MINDED.

www.berkshirehathaway.com/letters

BEWARE OF ACTS OF

LITERATURE

3. BREVITY

55% <

15 SECS.

517 WORDS

TL;DR

VI;LR

4. HUMANITY

IF LOGIC ALONE WORKED, NO ONE WOULD EVER SMOKE.

CLARITY SIMPLICITY

BREVITY HUMANITY

THAT’S IT

NOT REALLY

5. WATCH FOR WE

WIFM

6. DON’T BRAG

7. WRITE 3/4 COPY

Huh? What?

Oh, I get it!

3/4 COPY PARTNERS WITH THE VISUAL

CV>SC CC>SV

CV>SC

CV>SC

CC>SV

CC>SV

8. STAY ON-BRAND

9. DON’T SOUND DUMB

GET A STUDY BUDDY

10. DON’T… JUST DON’T!

11. SURPRISE EVERYONE

11. SURPRISE EVERYONE

11. SURPRISE EVERYONE

From the Desk of Al Franken

Dear Washington State Democrat,

As much as I hate to interfere in the election of another state (other than Florida), I feel that I must write in order to urge you to support Mark Sidran for Washington State Attorney General.

I have known Mark since I was accidentally admitted to Harvard in the late 1960’s. Mark, who got in on merit and merit alone, was a classmate of mine, and has made something of himself.

As you may know, he has spent the last 28 years as a prosecutor, Seattle City Attorney, and as a practicing lawyer. Mark’s experience is what I like to call one of his three E’s. The other two E’s are integrity and energy. Wait. Scrap integrity. Although Mark has it in spades, it does not start with an “E.” I remember learning that at Harvard. But I digress. Let’s get back to his experience.

As City Attorney, Mark took on some of the most egregious corporate polluters in Puget Sound. I could name names, but I may be planning to run for public office in Minnesota someday, and why burn a bridge?

As Attorney General, Mark will continue his fight on behalf of citizens by doubling the size of the state’s consumer protection division. Tired of finding out your senior citizen mother has been ripped off by scam artists? Besides telling your mom to be more alert, you can take action by electing Mark.

Oh, now I remember the other two “e’s”. Endorsements and Electability. Besides me, Mark has been endorsed by every single Democratic county prosecutor in the state. These are people, who unlike me, actually know what the Attorney General does. Bill Gates Sr., former president of the Washington State Bar and father of someone who I’d like to get to know better when I get ready to run for office, has endorsed Mark as well. So have civil rights leaders like Norm and Constance Rice. Others include environmentalists, led by Washington Conservation Voters, the State’s largest environmental political group, and a long list of elected officials such as Governor Gary Locke, Congressman Norm Dicks, former Governor Booth Gardner, many civic leaders and leading lawyers. Governor Locke, I have learned, is the only Asian American state governor to make an endorsement in this race. That alone says it all.

From the Desk of Al Franken

I could go on and on with the endorsements. But frankly, no one cares about endorsements. Let’s move on to what really matters to Democrats – electability. Republicans don’t want Mark to be the Democratic nominee because they know he will be the most difficult candidate to beat in a statewide race that isn’t fixed by the use of paperless machines. This is the first time in 12 years that the Attorney General’s seat has been open and the Republican Party and their special interests are salivating at the chance of putting one of their lackeys in one of the most powerful jobs in your state. Mark is a common sense Democrat with a proven track record and the clear ability to win in November or whenever the Department of Homeland Security allows us to vote.

George W. Bush does not want Mark Sidran to be your next Attorney General. Neither does Deborah Senn, who did not go to college with me.

In conclusion, give your vote, and if possible, your check to Mark Sidran. And if you really want to see more of those endorsements, check out the partial list below or visit Mark’s website, www.MarkSidran4AG.com. As you can tell from the “4,” this is one hip campaign.

Sincerely,

Al Franken

> LET’S WRITE SOME COPY

AN EXAMPLE:

WATCHA GOT?

Think we could convince you to drive to Tacoma?

Some people cross an ocean to see a world-famous art museum.

HOW TO GET BETTER

TWEET YOUR WAY TO BETTER WRITING

@stephenking @copyhackers @MadamGrammar @writing_tips @GrammarGirl @problogger @leeclowsbeard

YOU GOT SOME?

LAST WORDS

YOU’RE OUR ONLY HOPE

“If you are always trying to be normal, you will never know how amazing you can be.”

CRIT IT

larry@workerbees.com http://bit.ly/2f7aNFx