Before We Start
» In the chat box, please… Share copy or links to work you’ve recently written
and are proud of (privately or to the group)
Tell us what you hope to get out of this class
Agenda
» Objective of Course» Introductions» Tell Us About You» Approach & Upcoming Weeks» Dive Into Writing & Editing
Objective of Creative Copy
» Write great copy for integrated marketing strategies that connect with customers while building and sustaining relationships.
Your Turn
» Who Are You?• Name• Company• Position• What do you market/
sell and to whom(in one sentence)
Constructive Feedback
» Start with a positive.» Keep comments impersonal.» Structure your comments as questions or
suggestions rather than criticism.» Be Specific!
» For our purposes, keep it to 2-3 points.
Agenda for Next 6 Weeks
» Today: Writing Great Copy» 2/14: “The Story”—crafting it with features, benefits,
and a unique value proposition» 2/21: Expanding “The Story” across all channels &
Writing the Short Message: Headline, Teaser, Subject» 2/28: Writing the Medium Message: Digital Channels» 3/7: Writing the Long Message: Body Copy for DM
pieces, email, blogs» 3/14: Putting it All Together– Inspiration & Case Studies
Time Spent / Want to Learn More
Most Time Spent Wish I Spent More Time On/Knew More
Direct Mail
Print Collateral/Brochures
Email Marketing
Blogging
Social Media Marketing
Other (please note in chat box)
Just Write…Edit Later
» Make a List» Free Write
• Keep your hand moving• Don’t cross out• Don’t worry about
errors• Lose control• Don’t think or get logical• Go for the jugular
» Graphic Organizers
Keep your hand moving
Don’t think or get logical
Graphic Organizers
Direct Marketing Copywriting
Capture attention Connect with the
reader Persuade them
FreeDigitalPhotos.net
Style – Write the Way You Talk!
» Use ordinary words.» Use a variety of punctuation.» Use more personal pronouns.» Use contractions.» Avoid passive voice.» Avoid abstractness.
Ordinary Words
» Advise» Assist» Purchase» Commence» Furnish» Prior to
Tell Help Buy Begin Give Before
Punctuation
» At XYZ Travel, we will research and book your travel for you.
» Have you planned your summer vacation yet? Let us take care of it.
ORWe’re on it!
Punctuation
» Our company promise is to make your life easier. It is in everything we do.
» Our company promise: We make your life easier.
» Your life…easier. It’s our promise to you.
Punctuation
» The major benefit of our service is savings.
» You’ll find one major benefit: savings.» Savings—it’s what we do.
Write Active, Not Passive
» am» are» is» was» were» be» been» being
-ed -en
held made kept
Form of verb to be + past participle = Passive
Passive to Active
» The website has been updated.
» Donations are being taken today.
» Purchases should be made online.
We’ve updated the website for you.
Please send your donations today!
Please purchase yours online.
Contractions
» All the news that is fit to print.
» Cannot find a plumber?
» Do not hesitate to call.
All the news that’s fit to print.
Can’t find a plumber? Don’t hesitate to call.
Other Writing Tips
» It is ok to break the rules:• Start sentences with “and” or “but.”• A paragraph can be one sentence.• End sentences with prepositions.
» Vary sentence length.» Pay attention to the rhythm of your
sentences. Read them out loud!» Cut unnecessary words.
Organization – Don’t Bury the Lead
» Make your main point easy to find» Tell your customers what you want them
to do right from the start
– What am I selling? – Why am I selling this now? – What do I want my customers to do?
Which Would You Rather Read?
http://bp1.blogger.com/_ozdg0g2E4Vk/SJUjhlqYMMI/AAAAAAAABuw/ybEHnh26V94/s1600-h/LGapples.jpg http://news.bbc.co.uk/media/images/45719000/jpg/_45719947_flujab_advertisingarchive.jpg
Putting It All Together
We are striving with you. Montana’s State Education Agencies (SEA) has been selected by the U.S. Department of Education for the Striving Readers Comprehensive Literacy Grant. Local Education Agencies are now due to submit an application to their SEA for funding. Submissions details can be found at Montana’s website, but applications are required to propose a project that is designed to improve language and literacy development; collect, analyze, and use high-quality and timely data; and use technology. Ed Publisher can help with this effort. Please contact us to learn more.
RevisedCongratulations! The U.S. Department of Education awarded Montana funds from the Striving Readers Comprehensive Literacy Grant. Now it’s your turn to apply—applications are due December 1—and we’re here to support you.
Review Your Striving Readers Handbook First, we’ve created the enclosed Handbook, outlining ways we can help you propose how to:» Improve language and literacy development» Collect, analyze, and use high-quality and timely data» Use technology
Contact Us for Solutions Customized to Your Needs: 800.555.1212We understand your urgency to complete the Striving Readers application. Please contact you Sales Rep to further customize solutions to fit your proposal.
At Ed Publisher, we look forward to being your partner and raising the literacy levels of all students with Striving Readers funds.
Your Assignment
Read 16 Companies in "Boring" Industries Creating Remarkable Content—all or just industries of interest to you.
In your online discussion area: 1. Share what inspired you 2. Using that and what we discussed
in class, introduce us to your brand/product/service in a remarkable way and/or tell us how it is remarkable