creating compelling copy · 2018-05-02 · creating compelling copy @maryolivieriecd the simple,...
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Creating Compelling Copy
@MaryOlivieriECD
The simple, yet secret approach to nailing it quickly
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ECDCopywriterMentorImproviser
MARY OLIVIERI, EVP EXEC. CREATIVE DIRECTOR
@MaryOlivieriECD | @cbdmarketing | www.cbdmarketing.com
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(Oh please, for the love of Pete,let me come up with something compelling!)
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Exercise your kid brain.
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Airport security
Line
Waiting
Waiting room
Reception
Greeting
Hello
Good-bye
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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.
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A picture is worth a thousand words…dammitt!
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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.
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• Your company/client is sponsoring a new award in the automotive industry
• 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
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Wires
Metal
Spark plugs
Engine
Engines are fast
Speed
Ticket
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You were clocked going above and beyond.
19% 27%
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Wear the hat.
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BASF introduces new advancementsin the science of wind energy.
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Feel the energy. Feel the wind. BASF.
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BASF introduces new advancementsin the science of wind energy.
Original
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BASF is opening new windows in the advancement of wind energy.
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BASF introduces new advancementsin the science of wind energy.
Original
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Wind energy is cool.
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Cell phone sales up by 8%:
Teens are the sweet-spot.
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Don’t just get out of your head…
get out of the office.
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Solutions Innovative
LeadershipParadigm Shift
Extensive
Best Practices
Robust
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Buzzwords exist for one reason:
to hide. By obfuscating, lying, confusing, or just plain avoiding the issue, business
people can avoid communicating.
Seth Godin
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Solutions Innovative
LeadershipParadigm Shift
Extensive
Best Practices
Robust
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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
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Maintain the posture, then write.
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• Business-to-Business Campaign
• Target: Contractors, Architects, Building Owners
• Partnership
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Your partner in building success.
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Exercise your kid brain
A picture is worth a thousand words
Wear the Hat!
Get out of the office
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Thank you.Q&A
#MWMcbdmarketing.com
@MaryOlivieriECD@cbdmarketing