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Creative Copywriting
Week 5
Clare Harrison Christine Fleming McIsaac
While We Wait for Others…
Chat your ideas on these medium messages. Would you click for more? Read on? Mortgage Financial Solutions: #1 Thinking about buying a home? Click on our list of things to know before you go shopping for that dream house. (110 characters) #2 Even Barbie® had a dream house. Ready for yours? Click to start the pre-approval process and find out how much dream home you can afford. (137 characters) #3 Buying your first house? Download our first time home buyer app to learn the steps in the process and how to avoid making costly mistakes. (138 characters) #4 How do you like to pay it forward? Share your favorite stories and inspire others. #PayItForward (96 characters)
Agenda
• Assignment Review • The Long Message
The Message – Email Marketing The Letter – Direct Mail Marketing The Body – Blogs
• Examples for each • What Works
Ad Council
Tweets: 27,000+ kids adopted since campaign launch. We always say that your support has an impact, now see how at our new impact tracker website: (137 characters.) 75 years, 40+ campaigns, millions effected. See how Ad Council has and continues to affect social change in the USA. (117 characters, would have infographic.) Have a favorite Ad Council campaign? Tell us a story of how we've been a part of your life! #APowerForChange (104 characters) Instagram Post: (Candid picture of family with an adopted child.) 27,000+ kids adopted since campaign launch. Jasmine is just one of these kids. Read her story here: (URL to campaign site with story on it.)
The Oven Pizza Company
TWITTER POSTS It's Lent and that means--pizza! OK. The meatless kind. Try our Margherita Pizza, Garden Veggie, or White Florentine for dinner tonight! Spring Break starts today! Where will you go? Miami, Ft. Lauderdale, Las Vegas or... The Oven Pizza Company? And why not??? :-) Live-hosted Trivia Night with Buzz Worthy Pub Trivia is here Tuesday! Recruit your smartest friends and join us! FACEBOOK Thumbs down to Fish Fry, thumbs up to Pizza! INSTAGRAM Margherita, Garden Veggie, and White Florentine. Just a few of our homemade, handmade, meatless pizza options for you at Lent. And all three gluten-free. Stop in and get a FREE beverage with your purchase of $10.00 or more. See you at The Oven!
Trout Unlimited Tweet 1: What does “gone fishing” mean to you? Upload a pic of your favorite fishing trip and write a creative caption. And we’ll share the best 10 with the world. (link) 126 characters Tweet 2: It’s always fun to play hooky. So here’s what you need to do - skip work and go fishing. Then upload a picture of it. (1/2) (link) 98 characters Tweet 3: Ok, maybe that’s not the best idea. On second thought, just upload a pic of your favorite day on the river and include a creative caption. We’ll tweet out the 10 best. (2/2) (link) 136 characters Facebook Post: (Picture of 30-something father with son and daughter fishing at a peaceful stream.) We’ve all had those days. The kind of day when the fish are biting and the river conditions are just right. Maybe we’re sharing the day with a loved one or friend. Or maybe it’s just our time away. Either way, tell us the story of your day. Upload a picture of your favorite fishing trip here and include a creative caption. We’ll pick the best 10 and share them with the world. Good luck!
The Long Message – Email
Subject line: Uh-oh, your prescription is expiring
What Works? • Make it relevant & unexpected • Stick to fewer than 3 typefaces • Logo in upper left hand side • Put Main message and CTA above the fold • Give more detail below the fold if I like what I see above • Use auto-responders for opt-ins (Day 1, 5 & 10) • Get creative & do more with your transaction emails • Test “offer” words • Test when to send • Do the 5-Second Test
Looks like Junk/Spam
• !!!! • OMG • Poor coding (MS Word to HTML) • Bright Red & Green • Test (in subject line) • All image
Fix Me Please!
The Long Message – Direct Mail
Cra-maz-ing… What’s it Mean to you? See inside.
The Long Message: Takes Many Forms
Package Direct Mailer
The Long Message: Takes Many Forms
Package Direct Mailer
The Long Message: Takes Many Forms
Audio & Visual
The Long Message: Takes Many Forms
Audio & Visual
The Long Message: Not Always Long
What Works?
• Make it relevant & unexpected • Alternative approaches
• Package mailers • Audio & Visual
• Even with long message, less can be more
• Postcards are most likely to be read
The Long Message - Blogs
Blog Types Help me/teach me/ guide me posts How-to/Tutorial/Instructional
posts News posts Definition posts Standard list posts
Resource/link posts Problems & solutions Comparison posts Research
Share a story/Help me get to know you Profile posts Case Studies What others are saying
Evoke emotion Controversial Inspiring What if Parody
What Works? • Make it relevant & unexpected • Establish a strategy and consider the intersect of your blog with
other channels • Spread your content – encourage others to share • Define an editorial policy– what’s in your blog - make it relevant to
your target market. • Find your voice – personality • Engage us with compelling content – make us want to read • Use key words – improve search results. • Post regularly • Make it human - show pictures of authors/customers/market • Link from your corporate home page but use a different
style/tone/vibe
Before & After: Blog Titles
Before: 10 B2B Companies Using Facebook in Cool Ways After: Good: 10 B2B Companies With Brilliant Facebook Marketing (SEO) Better: Think Facebook's Just for B2C? These 10 Companies That’ll Change Your Mind Facebook for B2B: 10 Companies That Could Teach You a Thing or Two
Blogs – 3 Musts
1. The Breath Test 2. Friend Reads 3. Know the Most Important Words in Blogging… YOU BECAUSE
The Long Message: PR
• PR vs. Publicity • It’s still all about the relationship • Be relevant yet unexpected • Tell up front – why they should care • Create content and use that to get attention • Craft a killer headline • Use other’s voices • Make “who” & “what” very clear (it’s still a press story) • Think of it as more than just news.
Next Week’s Assignment
Write your long message…a blog, email message, or direct mail letter for your product.
– Make it relevant yet unexpected! – Focus on why! – Follow the tips for what works – Write it once, edit it, read it aloud, send to a
friend to test it, edit again!
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