Advertising Copywriting and Design -- Workshop 3

Presenter: Broc Sears

Transcript

1. The Words
2. The Words
3. The Words The Words
4. The Words The Words 12 minutes with a newspaper. What does that mean for us? Ads need to be easy to find, easy to read, easy to remember.
5. CHECKLIST n Headline. Gets attention. Captures. n Subhead. Set the hook. Transition to text. n Body. Key selling points. n Special offer. n Call to action. n Tracking mechanism. n Contact information and disclaimers. The Words
6. CHECKLIST n Headline. Gets attention. Captures. n Subhead. Set the hook. Transition to text. n Body. Key selling points. n Special offer. n Call to action. n Tracking mechanism. n Contact information and disclaimers. The Words
7. The Words
8. Headline n Direct benefit - Gives a reason to use product “Land the biggest cat in the lake with Bill’s Stink Bait” n Reverse benefit - Suggests you will fail if you don’t use product “A day without Bill’s Stink Bait is a day without fish” n Factual - Interesting facts grab your target audience “Bill’s Stink Bait is bursting with 16 cat-lovin’ ingredients” The Words
9. Headline n Direct benefit - Gives a reason to use product “Land the biggest cat in the lake with Bill’s Stink Bait” n Reverse benefit - Suggests you will fail if you don’t use product “A day without Bill’s Stink Bait is a day without fish” n Factual - Interesting facts grab your target audience “Bill’s Stink Bait is bursting with 16 cat-lovin’ ingredients” The Words
10. Headline n Direct benefit - Gives a reason to use product “Land the biggest cat in the lake with Bill’s Stink Bait” n Reverse benefit - Suggests you will fail if you don’t use product “A day without Bill’s Stink Bait is a day without fish” n Factual - Interesting facts grab your target audience “Bill’s Stink Bait is bursting with 16 cat-lovin’ ingredients” The Words
11. Headline n New! - People love “new” things “Introducing new Deep Water Bill’s Stink Bait” n Command - Order your reader to do something “Stock up on Bill’s Stink Bait before ice fishing season begins” n Question - Stop the readers and make them think “Do you want to be the guy that landed the big one this spring?” The Words
12. Headline n New! - People love “new” things “Introducing new Deep Water Bill’s Stink Bait” n Command - Order your reader to do something “Stock up on Bill’s Stink Bait before ice fishing season begins” n Question - Stop the readers and make them think “Do you want to be the guy that landed the big one this spring?” The Words
13. Headline n New! - People love “new” things “Introducing new Deep Water Bill’s Stink Bait” n Command - Order your reader to do something “Stock up on Bill’s Stink Bait before ice fishing season begins” n Question/Curiosity - Stop the reader and make them think “Do you want to be the guy that landed the big one this spring?” The Words
14. Headline n Repetition - Hammer home a point or build to a big finish “Cats love it. Pros love it. You’ll love it.” n Command - Order your reader to do something “Stock up on Bill’s Stink Bait before ice fishing season begins” n Word Play - Twist the familiar or make a clever spin. “Fee. Fi. Fo. Fum. I smell Bill’s Stink Bait.” __ Big O. Catfish The Words
15. Headline n Repetition - Hammer home a point or build to a big finish “Cats love it. Pros love it. You’ll love it.” n Command - Order your reader to do something “Stock up on Bill’s Stink Bait before ice fishing season begins” n Word Play - Twist the familiar or make a clever spin. “Fee. Fi. Fo. Fum. I smell Bill’s Stink Bait.” __ Big O. Catfish The Words
16. Headline n Repetition - Hammer home a point or build to a big finish “Cats love it. Pros love it. You’ll love it.” n Command - Order your reader to do something “Stock up on Bill’s Stink Bait before ice fishing season begins” n Word Play - Twist the familiar or make a clever spin. “Fee. Fi. Fo. Fum. I smell Bill’s Stink Bait.” __ Big O. Catfish The Words
17. Headline n Metaphors and similes - just like it but different, just “like” “Cats think of Bill’s Stink Bait as the best ride in the park.” “Bill’s Stink Bait... like fresh brewed java at the catfish cafe.” n Rhyme - Stress a strong selling point or feature “Try all the rest. Bill’s Stink Bait will still be the best.” The Words
18. Headline n Metaphors and similes - just like it but different, just “like” “Think of Bill’s Stink Bait as the best ride in the park.” “Bill’s Stink Bait... like fresh brewed java at the catfish cafe.” n Rhyme - Stress a strong selling point or feature “Try all the rest. Bill’s Stink Bait will still be the best.” The Words
19. Subheads n Set the hook. Transition to text. Organize and direct. Cats think of Bill’s Stink Bait as the best ride in the park That’s why they’ll be standing in line when you drop yours WORTH THE PRICE OF ADMISSION A THRILL A MINUTE SEASON TICKET The Words
20. Body Key selling points in: n Standard ad format. What we have What it will do for you Why it is so great Get it now Get it here n A real story. n Testimonial. n Dialog. n Bulleted items in a list. The Words
21. Body n Standard ad format. Jean’s Cafe features a one-of-a-kind French/Tex- Mex menu that will both intrigue and satisfy the most selective diner. And Chef Jean’s list of awards is nearly as long as that of his hand-selected wines! Reserve a table today for one of his Mayfest dining events at the Main street location. What we have What it will do for you Why it is so great Get it now Get it here The Words
22. Body n A real story. Make her Mother’s Day unique at Jean’s Cafe, Tex- as’ only French/Tex-Mex restaurant. Jalapeño es- cargot appetizers deliver a kick she will never forget and the basil-grilled Hill Country vegetables pave a trail to an aged Longhorn T-bone that melts with each bite. Complete the experience with a cactus pear sorbet or death-by-chocolate torte and you will rocket to the top of her favorites. Call today to reserve your Mother’s Day party and receive a complimentary yellow rose for the guest of honor. The Words
23. Body n Testimonial. “Mom talked about the food and the fun at Jean’s Cafe for weeks after we ate there.” _ Stephanie Buhrer’s kid, Brian. “We ate and laughed so much and so late at Jean’s that they had to kick us out after closing!” _ Theresa Sottler’s kid, Eric. “The folks at Jean’s made us feel right at home. They even made mom’s favorite pie for dessert.” _ Carlis Davidson’s kid, Alexandra. The Words
24. Body n Dialog. I can give your mom the best gift for Moth- er’s Day, a gift she will talk about for the next year and years after. I make my meals from the freshest ingredients and the most ro- bust spices. And the French/Tex-Mex meals at Jean’s Cafe make the strongest memories. Drop by my restaurant today. Spend time with me and my family. Make a reservation. Then I can spend time with you and your family. _ ChefJean Callier The Words
25. Body n Bulleted items in a list Jean’s Cafe features a one-of-a-kind French/Tex-Mex menu that will both intrigue and satisfy the most selective diner. l Seating for ten or more is easy peasy l Family-style serving options l Extensive imported and domestic wine list l Aged Longhorn Texas-sized steaks l Mile-high whipped Hill Country pies l And of course... Jalapeño escargot Call today and make reservations for your whole crew! The Words
26. Body USE ACTIVE VOICE n PASSIVE All meals will be prepared by Jean, our Paris-trained chef. n ACTIVE Chef Jean, Parisian-trained and Texas-true, prepares your meals. n PASSIVE Fresh berries are picked from our country gardens for dessert. n ACTIVE We select fresh berries from our country gardens for your dessert. The Words
27. Special offer and call to action n A specific deal, sale, promotional offer, benefit. n Tell them what to do, how to do it and where to do/get it. n Be clear. n Be accurate. n Be careful. n Always strive to be active not static/passive. Tell them to call today, visit today, email today, sign up.. today! The Words
28. Tracking mechanism n Clip and come by the store. n Drop by the store and enter the drawing. n Call our hotline and leave a message. n Email us. n Visit our Facebook page and “like” us. n Visit our website and register. n Sign up for our Tweets. n Sign up to follow our blog. The Words
29. Contact information n Be clear. n Be accurate. n What is common these days?. n Street address. n Phone number. n Website. n Email. n Facebook. n Twitter. n QR code? The Words
30. CHECKLIST n Headline. Gets attention. Captures. n Subhead. Set the hook. Transition to text. n Body. Key selling points. n Special offer. n Call to action. n Tracking mechanism. n Contact information and disclaimers. The Words
31. The Words TIP SHEET ONE n Have one goal. n Write like you talk. n Use “we” and “our” n Use “you” and “your” n Contractions are fine. n Avoid jargon and buzz words. n Cut the fat. Keep the meat. People are lazy. n Read the copy out loud. Does it sound natural? Is there a rhythm that propels the reader?
32. The Words TIP SHEET TWO n WIIFM? Instant gratification. “Take home today...” n Fear. “The last one to own...” n Desire to be a leader. “The first one to own...” n Desire to be cool. “Own the hottest...” n Desire to be part of group. “Be our Facebook friend...” n Desire for trust. “You get an honest estimate...” n Desire for a great deal. “We match online prices...” n Desire for free time. “Let us make dinner tonight...” n Guilt. “Skip a cup of coffee and feed a hungry child...” n Greed. “Buy one get two free...”
33. The 10-Minute Challenge The Words
34. Erica’s Thrift Shop The stylish dresses and fancy frocks are arriving just in time for those holiday parties. Used party fashions are arriving dai- ly so hurry in and see what is in stock. Holiday candles are coming, too. Yankee candles at 15% off. Holiday Magic! Monday - BOGO 1/2 off for club members Tuesday - 50% off clearance for club members Wednesday - 25% off for club members ERICA’S THRIFT SHOP 1234 Sandia Drive Seguin, Texas 78155 1-830-123-4567 Go to Facebook and like us. We take checks. Seguin C of C The Words
35. Erica’s Thrift Shop We are now stocking those special party dresses that will turn heads and warm the cold- est December nights. Our selec- tions change daily so drop by every day to find the perfect fit. We also carry Yankee Holiday candles at 15% off. Make your winter holiday evenings glow Check out our Club Specials Monday - Wededsday get up to 50% off! Go to our Facebook page and join now! ERICA’S THRIFT SHOP 1234 Sandia Drive Seguin, Texas 78155 1-830-123-4567 SEGUIN CofC The Words
36. Erica’s Thrift Shop We are now carrying your party dress, the one that turns heads and turns on the heat at any event. We update stock daily so drop by often to find the perfect fit. We also feature Yankee Holiday candles at 15% off so you can continue the glow at home. Light up your holiday evenings * Check out our Club Specials * Monday - Wededsday get up to 50% off! Go to our Facebook page, “like” us, and join now! ERICA’S THRIFT SHOP 1234 Sandia Drive Seguin, Texas 78155 1-830-123-4567 SEGUIN CofC The Words
37. Erica’s Thrift Shop The stylish dresses and fancy frocks are arriving just in time for those holiday parties. Used party fashions are arriving dai- ly so hurry in and see what is in stock. Holiday candles are coming, too. Yankee candles at 15% off. Holiday Magic! Monday - BOGO 1/2 off for club members Tuesday - 50% off clearance for club members Wednesday - 25% off for club members ERICA’S THRIFT SHOP 1234 Sandia Drive Seguin, Texas 78155 1-830-123-4567 Go to Facebook and like us. We take checks. Seguin C of C Erica’s Thrift Shop We are now carrying your party dress, the one that turns heads and turns on the heat at any event. We update stock daily so drop by often to find the perfect fit. We also feature Yankee Holiday candles at 15% off so you can continue the glow at home. Light up your holiday evenings * Check out our Club Specials * Monday - Wededsday get up to 50% off! Go to our Facebook page, “like” us, and join now! ERICA’S THRIFT SHOP 1234 Sandia Drive Seguin, Texas 78155 1-830-123-4567 SEGUIN CofC The Words
38. The 10-Minute Challenge The Words
39. MAGGIE’S CUPS The best cupcakes and coffee always start at Maggie’s. For Mother’s Day we will be having special order Texas Bluebonnet cupcakes (blueberry.. yum!) along with our massive Dutch Chocolate Giants and a dozen other fair-winning cupcakes. We serve Hill Country Sun- rise Blends coffee daily with free refill Fridays. We still have 2for1Tuesdays for all baked goods. And the Coffee Cup Club is still going strong with its buy 10 get 1 free rechargable gift cards. Moms get 20% off the week before Mother’s Day. And sign up for the Club and email specials and get an additional 10% off. “Our days start at 7 and ends at 2... except on Sunday when we’re in church with you!” Make your mom really happy MAGGIE’S CUPS 1234 Sandia Drive Seguin, Texas 78155 1-830-123-4567 SEGUIN CofC The Words
40. The Words
41. The Words The Words Questions?
42. The Words Next... The Real World
43. The Words Next... The Real World