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