copywriting winter 2017 week 3
TRANSCRIPT
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Copywriting II
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Copywriting week 3
A few reminders:
• Me: [email protected] 416 735 2211
• Shirin Khosravaneh [email protected]
• Class Notes: slideshare.net/thenewsgenerator
• 1st Assignment due Thursday, February 9th at the beginning of class
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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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Promotional vocabulary– Free– Fast– Longevity = credibility (“built to last”)– Looks, feels, sounds better– Compact– Lasts longer– Easier– Safer– Guaranteed
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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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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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Elements of an ad
• Headline
• Benefit or problem – solution
• Hook or unique storyline
• Tell a story
• Identify audience pain points
• Emotional cues (tug on the heartstrings)
• Prove it!