creating compelling copy - ragan communications€¦ · compelling copy the simple, yet secret...

Creating Compelling CopyThe simple, yet secret approach

to nailing it quickly

@MaryOlivieriECD

ECDCopywriterMentorImproviser

MARY OLIVIERI, SVP EXEC. CREATIVE DIRECTOR

@MaryOlivieriECD | @cbdmarketing | www.cbdmarketing.com

(Oh please, for the love of Pete,let me come up with something compelling!)

Exercise your kid brain.

Salty snack

Pringles

can

pop

sound

noise

crunch

chips

(Lose your inner editor.)

YOUR turn!

millennial

In the hands of Freud and other psychoanalysts,

Based on my interviews with the creative subjects in my workshop study, and from additional conversations with artists, I knew that such unconscious

processes are an important component of creativity. For example, Neil Simon told me: “I slip into a state that is apart from reality.” I surmised that observing which parts of the brain are most active during free association would give us clues about the neural basis of creativity. And what did we

find? Sure enough, the association cortices were wildly active during REST.

Dr. Nancy Andreasan, Secrets of the Creative Brain, Atlantic Magazine

free association—spontaneously saying whatever comes to mind without censorship—became a window

into understanding unconscious processes.

The flu virus

The idea of free writing was first introduced in 1975 in Peter Elbow’s article “Writing Without Teachers”

published in the Oxford University Press.

My Rx for you:

Try 2-3 free associations a day

Expected Results:

• New ideas will be unlocked

• Restrictions will be removed

• New approaches will be revealed

• Your kid brain will be psyched!

A picture is worth a thousand words…dammitt!

Home

light

beauty

I wish I lived there

grass

Are those children in the background?

The house is witnessing that.

solid

reliable

comforting

The home is the beautiful backdrop to your life.

Let’s try one!

• Your company/client is sponsoring a new award in the automotive industry

• Email

• C-Suite level execs in automotive industry

• “Thanks for your contribution to the industry as a whole. You’ve been nominated for the X Award!”

Criteria

wires

orange

metal

plugs

engine

engines are fast

speed

ticket

You were clocked going above and beyond.

19% 27%

Wear the hat.

BASF introduces new advancementsin the science of wind energy.

Feel the energy. Feel the wind. BASF.

BASF introduces new advancementsin the science of wind energy.

Original

BASF is opening new windows in the advancement of wind energy.

BASF introduces new advancementsin the science of wind energy.

Original

Wind energy is cool.

Cell phone sales up by 8%:

Teens are the sweet-spot.

Don’t just get out of your head…

get out of the office.

Solutions Innovative

LeadershipParadigm Shift

Extensive

Best Practices

Robust

Buzzwords exist for one reason:

to hide. By obfuscating, lying, confusing, or just plain avoiding the issue, business

people can avoid communicating

Seth Godin

Solutions Innovative

LeadershipParadigm Shift

Extensive

Best Practices

Robust

The communication between your body

posture and your feelings also goes the

other way. You can change the way you

feel based on how you hold your body.

You can change your brain chemistry, and

the actions you take or don’t take.

Susan Weinschank, PhD

Solutions Innovative

LeadershipParadigm Shift

Extensive

Best Practices

Robust

Maintain the posture, then write.

• Business-to-Business Campaign

• Target: Contractors, Architects, Building Owners

• Partnership

Your partner in building success.

Exercise your kid brain

A picture is worth a thousand words

Wear the Hat!

Get out of the office

Thank you.Q&A

#MWMcbdmarketing.com

@MaryOlivieriECD@cbdmarketing