copywriting ii week 2
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Copywriting II
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Copywriting II week 2
A few reminders:
• Shirin Khosravaneh [email protected]
• Notes on Slideshare slideshare.net/thenewsgenerator
• Final marks available 1 week after the end of class
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Course outline and objectives
Marketing Plan Advertising Web Marketing Sales Presentations
You are here
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Specifics of advertising
The Anatomy of an Ad• Copywriting Guidelines• Elements of an Ad• Killer Headlines• Taglines & Slogans
Writing the Ad• Features vs. Benefits• Writing Body Copy• Utilizing Emotional Triggers• The Call to Action
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Interactive advertising
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Getting your attention
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4 Ps Marketing Mix
• Product
• Price
• Place
• Promotion
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The writing process
Applying the marketing plan to our work
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The Promotional Mix
• Advertising
• Personal Selling
• Public Relations
• Sales Promotion
• Direct Marketing
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The Promotional Mix
• Personal Selling
• Mass Selling
• Sales Promotion
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Personal Selling
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Mass Selling
• Advertising vs. Public Relations / Publicity
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Sales Promotion
• Loyal customers
• Competitor’s customers
• Brand switchers
• Price buyers
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Loyal Customer
• Loyalty programs
• Bonus packs
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Competitor’s Customers
• Sampling
• Sweepstakes or contests
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Brand Switchers
• Promotional pricing
• Trade deals
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Price Buyers
• Coupons
• Price-driven promotion
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B2C Sales Promotion Tools
• Coupons / rebates
• Loyalty marketing
• Contests
• Sampling
• POP
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B2B Sales Promotion Tools
• Training (webinars)
• Push money
• In-store demonstrations
• Trade shows / conventions
• Free merchandise
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Promotional vocabulary• Should we lead with price?
– Free– Fast– Longevity = credibility– Looks, feels, sounds better– Compact– Lasts longer– Easier– Safer– Guaranteed
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Objects, signs and interpretants
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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
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Creative brief
• What are we selling?
• Who are we selling to? Target audience
• Who are we up against?
• What are the project goals?
• What problem are we solving?
• What do you want people to do?
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Product
• 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?
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Know your competition and USP
• Competition
• USP (what we have that the competition does not)
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Promotional Strategy Objective
• Fulfillment
• Target Market’s desire
• Brand Awareness
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The Seven-Stage Marketing Strategy
StrengthsStrengths WeaknessesWeaknesses
OpportunitiesOpportunities ThreatsThreats
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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
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Demolish objections
• I can’t afford it
• I don’t have time
• It won’t work for me
• I don’t believe you
• I don’t need it
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What traditional ads look like
• Illustration 65 %
• Headline 10 %
• Copy 20 %
• Logo 5%
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• Headline
• Benefit or problem – solution
• Hook or unique storyline
• Tell a story
• Identify audience pain points
• Emotional cues (tug on the heartstrings)
• Prove it!
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Important copy tips
1. Demonstrate knowledge
2. Use short sentences
3. Do not overwhelm
4. Run from pompous words
5. Educate
6. Use a great headline
7. Strike a nerve
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Important copy tips
8. Know your audience
9. Focus on benefits
10.Make an impact
11.Be client-centred
12.Bring out your personality
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Important copy tips
15.Proofread
16.Test your copy
17.Edit and then edit some more