Copywriting winter 2017 week 4

Writing that sells

Ads, layout and design

Branding is about 3 things

Authenticity• Are you directed by your values?• Are you comfortable with who you are and

where you are? • When things go wrong, do you start with what

you could have done differently?

Branding is about 3 things

Balance• Can you balance a bias toward a positive outlook

with an unflinching resolve to face the harsh realities?

• Are you fundamentally patient but relentlessly driven toward results?

• Are you comfortable with ambiguity while continually seeking clarity?

Branding is about 3 things

Connectedness• Are you focused on serving others?• Are you open to being influenced by those

you seek to influence?• Are you curious all the time?

“Experience”

Negative space

A picture paints…

All headline

Logo and call to action

All copy, no headline

Minimal copy

Getting your attention

Keeping your attention

But does it work?

Billboard advertising

Interactive advertising

Product placement

App-based advertising

Text messaging

In-text advertising

Your retirement income plan

What would happen to her if something happened to you?

Auto insurance at lower rates

Turn your careful driving into money

How well do you know your customers?So now this is the part that allows you to describe your product or service in greater detail. This is known as your copy block.There is no question that you should be testing headlines – seeing which ones work – and which don’t.

Don’t forget the call to action here.

How well do you know your customers?

So now this is the part that allows you to describe your product or service in greater detail. This is known as your copy block.

There is no question that you should be testing headlines – seeing which ones work – and which don’t.

Coupon box to be added to the side of the ad when you want to include a discount, promotion or limited time offer.

25% OFF

Don’t forget the call to action here.

How well do you know your customers?

So now this is the part that allows you to describe your product or service in greater detail. This is known as your copy block.

Coupon box to be added to the side of the ad when you want to include a discount, promotion or limited time offer.

25% OFF

Don’t forget the call to action here.

There is no question that you should be testing headlines – seeing which ones work – and which don’t.

How well do you know your customers?

So now this is the

part that allows you to describe your product or service in greater detail. This is known as your copy block.

Coupon box to be added to the side of the ad when you want to include a discount, promotion or limited time offer.

25% OFF

Don’t forget the call to action here.

There is no question that you should be testing headlines – seeing which ones work – and which don’t.

SerifSans Serif

Point sizeBold Italics

The 20 most important copy tips

1. Demonstrate knowledge

2. Use short sentences

3. Do not overwhelm

4. Run from pompous words

5. Educate

6. Use a great headline

7. Strike a nerve

The 20 most important copy tips

8. Know your audience

9. Focus on benefits

10.Magnetize

11.Make an impact

12.Be client-centred

13.Show your image

14.Bring out your personality

The 20 most important copy tips

15.Know how the message translates

16.Be organized

17.Be consistent

18.Proofread

19.Test your copy

20.Edit and then edit some more