Copy that sells.

So I’ve got 20 minutes to talk about…

• The role of the copywriter.• How images and words work together.• 3 golden rules of good copy.• Helping British Gas beat the big-hitters.• Why copywriters count, and• the choc box giveaway.

What do I need you for?

“Fresh and original writing oils the wheels of

any commercial activity. Copywriting is not about copying – it’s about communicating in an original way.”

Mark Shaw, Copywriting: successful writing for design, advertising and marketing. Laurence King, 2009

Peggy: a modern-day copy queen.

Source: www.textually.org

Have you ever written on a banana with a biro?

Source: Now That’s What I Call Advertising 42, DMA, Agency: Wieden & Kennedy UK

That’s just clever.

Source: The Copy Book, Roto Vision SA, 1997

Surely they won’t read it!

Source: The Copy Book, Roto Vision SA, 1997

Cute ideas really stick.

Source: The Copy Book, Roto Vision SA, 1997

3 golden rules of good copy.

1. Connect with your audience.2. Keep them interested.3. Be memorable.

“If you’re trying to persuade people to do something – to buy something – it seems to me you should use their language, the language they use every day, the language in which they think.”

David Ogilvy, quoted in Mark Shaw, Copywriting: successful writing for design, advertising and marketing. Laurence King, 2009

Case study:

Aim: help British Gas recruitment microsite win industry awards and gain recognition.

The process.

Define: this is where I sit down with the client to identify their needs and objectives.

Understand: next we take a closer look at the audience, market, purpose and tone of any communication before starting writing.

Write and review: the feedback stage.Design and quality check: plus a few tweaks.Go: …and the communications are ready.

The work.

• Develop 2,500 words to meet awards’ entry criteria, plus PR copy to promote the site.

• Agree final text with senior British Gas management through wide-ranging internal approvals process, on time.

• Enter HR Magazine – HR Excellence Awards.• Generate supporting PR.

Winning words.

• ‘We aim to be seen as a modern, forward-thinking, socially and environmentally responsible organisation. This project deserves an award because its use of technology is innovative, unique and original – it positions us as the employer of choice and one step ahead of the competition.’

• ‘The microsite reaches out to employees when they are most open to impression, creating the perception of our company as a fun, interesting place to work. By enabling plenty of interaction in an exciting virtual environment, the site encourages a feeling of participation in the company before starting.’

The results.

|

HR Excellence 2010 Awards winner Most Innovative Use of Technology.

Supporting PR and client quote.

“The HR Excellence Award 2010 entry Clare wrote for us made sure all the benefits and innovative features of our microsite came to life for the judges.

“Winning the Most Innovative Use of Technology award against IBM, Microsoft and Sainsburys was an amazing achievement!”

Andrew Sims, HR Recruitment Manager, British Gas

A quick summary.

• You can find copywriters in agencies, businesses and working independently.

• We often work with designers to help words and images compliment each other.

• The 3 golden rules can help you stay focused.• Good copy can have demonstrable results.

And so to the crucial question…

Do copywriters count?

Well, we’re not known for our maths.

But we are experts at...

1.Knowing our audiences,2.understanding how to connect with them,3.crafting clear and memorable messages.

So the short answer is – YES!

• Ask me a question now.• Speak to me in the bar. • Go to www.claresturges.co.uk

Find out more.

And one more thing.

Any guesses the country copywriter John Bevins is praising?

Correct answer gets a box of chocs.

Source: The Copy Book, Roto Vision SA, 1997