Broc Sears

Advertising and design workshop for community newspapers, sponsored by the Texas Center for Community Journalism and featuring Broc Sears. Session 6.

Transcript

1. DESIGN BASIC TRAINING THE WRITING TOOLKIT
2. DESIGN BASIC TRAINING THE WRITING TOOLKIT
3. DESIGN BASIC TRAINING THE WRITING TOOLKIT Ad anatomy Headline Image Text (Call to action) Logo Contact info Buy my stuff! vvvNat. Ibus modi aut et hiliquam, volorem as pa dempore, simusdaest ant repudi dollibus cus magnimolut et quuntiam sum aliquae nimus volupta- sit, odi quia sequisq uatemporum hi- caborepe pro et adia que ipsa nimpore versped mint quatur sum, to eserro torum etus, eos natem quae placesciunt et et ut moluptaque pernamu sanietur? Ullandit velendia qui volupid quaes- tiae. Is dolorrum nit, ius, optatemqui doluptat. Harum quis eum eumet re qui berior simenda et perro volore, te et perum et idunt. Agnat lacea dolectur? On pellupta el ide veliquam velessunt fugita quidus ulpa ad et, adit id maximus, nonest es di doluta ad eror aceperrumque veri non endem ut lanimodio. Facea core- hendit maximolupti iunt est, sequos re- rciis ma ne voloreium ea voluptatio. Ut uta net vel ipsae. Unt quam vid eos ut int, versped mint quatur sum, to eserro torum etus, eos natem quae placesciunt et et ut moluptaque pernamu sanietur? Ullandit velendia qui volupid quaes- tiae. Is dolorrum nit, ius, optatemqui doluptat. ut eictasim volendundi tet ium ea ut eictasim volendundi tet ium ea
4. DESIGN BASIC TRAINING THE WRITING TOOLKIT Ad anatomy Headline - Grab attention Text n Transition sentence n Raise interest n Benefits n Supporting info n Tie it all together n Call to Action Buy my stuff! vvvNat. Ibus modi aut et hiliquam, volorem as pa dempore, simusdaest ant repudi dollibus cus magnimolut et quuntiam sum aliquae nimus volupta- sit, odi quia sequisq uatemporum hi- caborepe pro et adia que ipsa nimpore versped mint quatur sum, to eserro torum etus, eos natem quae placesciunt et et ut moluptaque pernamu sanietur? Ullandit velendia qui volupid quaes- tiae. Is dolorrum nit, ius, optatemqui doluptat. Harum quis eum eumet re qui berior simenda et perro volore, te et perum et idunt. Agnat lacea dolectur? On pellupta el ide veliquam velessunt fugita quidus ulpa ad et, adit id maximus, nonest es di doluta ad eror aceperrumque veri non endem ut lanimodio. Facea core- hendit maximolupti iunt est, sequos re- rciis ma ne voloreium ea voluptatio. Ut uta net vel ipsae. Unt quam vid eos ut int, versped mint quatur sum, to eserro torum etus, eos natem quae placesciunt et et ut moluptaque pernamu sanietur? Ullandit velendia qui volupid quaes- tiae. Is dolorrum nit, ius, optatemqui doluptat. ut eictasim volendundi tet ium ea ut eictasim volendundi tet ium ea
5. DESIGN BASIC TRAINING THE WRITING TOOLKIT
6. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Tactics Raw Materials
7. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Seven tips from David Ogilvy
8. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Seven tips from David Ogilvy 1. Go Big or Go Home
9. DESIGN BASIC TRAINING THE WRITING TOOLKIT
10. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Seven tips from David Ogilvy 2. Do Your Homework
11. DESIGN BASIC TRAINING THE WRITING TOOLKIT
12. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Seven tips from David Ogilvy 3. Never Talk down to Your Customers
13. DESIGN BASIC TRAINING THE WRITING TOOLKIT
14. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Seven tips from David Ogilvy 4. The Headline is 80%
15. DESIGN BASIC TRAINING THE WRITING TOOLKIT On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. -David Ogilvy
16. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Seven tips from David Ogilvy 5. Don’t Get Distracted from Making the Sale
17. DESIGN BASIC TRAINING THE WRITING TOOLKIT
18. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Seven tips from David Ogilvy 6. Explain Why They Should Buy
19. DESIGN BASIC TRAINING THE WRITING TOOLKIT
20. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Seven tips from David Ogilvy 7. Your Copy Is Important. Treat It That Way
21. DESIGN BASIC TRAINING THE WRITING TOOLKIT
22. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Seven tips from David Ogilvy 1. Go Big or Go Home 2. Do Your Homework 3. Never Talk down to Your Customers 4. The Headline is 80% 5. Don’t Get Distracted from Making the Sale 6. Explain Why They Should Buy 7. Your Copy Is Important. Treat It That Way
23. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Tactics Raw Materials
24. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics
25. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 1. Letter or postcard?
26. DESIGN BASIC TRAINING THE WRITING TOOLKIT 1. Letter or postcard? Headline Transition first line that is short, clever and pushes the reader. Tell a story that has a beginning, a middle and an end. Call to action.
27. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 2. Write to your audience
28. DESIGN BASIC TRAINING THE WRITING TOOLKIT
29. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 3. Focus: Benefit. Goal. Big Idea. Point of Difference.
30. DESIGN BASIC TRAINING THE WRITING TOOLKIT
31. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 4. Use verbs more. Use adjectives less.
32. DESIGN BASIC TRAINING THE WRITING TOOLKIT Leo Burnet’s theory: “Dull and exaggerated ad copy is due to the excess use of adjectives.” Fails: 24.1% were adjectives Gettysburg Address: 13.1% adjectives Churchill’s speech: 12.1% adjective ratio Every adjective you use is an unsubstantiated claim that might spark skepticism. Verbs, however, generally increase the pulling-power and believability of ad copy.
33. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 5. It’s all about you, not me, not we.
34. DESIGN BASIC TRAINING THE WRITING TOOLKIT “We” reflects a self-centered perspective. Not “We treat people right” but... “You’ll be treated right” Not “We listen. We understand. We make it work.” but... “You deserve a banker who listens, understands and makes it work.” • You’re In Good Hands – Allstate • This Bud’s For You – Budweiser • Have It Your Way – Burger King • You Deserve A Break Today – McDonalds • What’s In Your Wallet? – Capital One
35. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 6. Eliminate the fluff - Clean. Concise. Compelling.
36. DESIGN BASIC TRAINING THE WRITING TOOLKIT Anything can be cut, cut well, and by at least a third. Two of the most famous headlines in advertising: “Got Milk?” and “Just Do It.” “Better rates, fewer fees and great service.” “Earn more, save more, get more.” Cut what isn’t essential to your message. Often words like “that,” “very,” and “really” can be cut completely.
37. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 7. Write great headlines.
38. DESIGN BASIC TRAINING THE WRITING TOOLKIT Study samples Write 100 headlines to get one great headline Use subheads Write the headline last
39. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 8. Write active voice and present tense.
40. DESIGN BASIC TRAINING THE WRITING TOOLKIT • “Our company was chosen to receive an award” vs. “Our company received an award.” • “We have had 15 new products arrive” vs. “Fifteen new products arrived.” • “Ten new designs were created” vs. “We created 10 new designs.” • “The theme that was most dealt with by the 16th Century poets was . . .” vs. • “The 16th Century poets most often dealt with the theme of . . .”
41. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 9. No weasels.
42. DESIGN BASIC TRAINING THE WRITING TOOLKIT NO May Maybe Hope Like to Wish Try But Might Could Perhaps Strive YES Will Can Do
43. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 10. Test your copy.
44. DESIGN BASIC TRAINING THE WRITING TOOLKIT
45. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics 1. Letter or a postcard? 2. Write to your audience. 3. Focus: Benefit. Goal. Big Idea. Point of Difference. 4. Use verbs more. Use adjectives less. 5. It’s all about you, not me, not we. 6. Eliminate the fluff - Clean. Concise. Cut. 7. Write great headlines. 8. Write active voice and present tense. 9. No weasels. 10. Test your copy.
46. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines
47. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Direct benefit Make your floors sparkle and shine
48. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Reverse benefit Maybe you like picking ticks off little “tinky”
49. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Factual Make your appointment online and save 25% on your first visit
50. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Selective Cook dinner for your family in only 30 seconds tonight
51. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Curiosity Wonder how your neighbor’s lawn can look so green every year?
52. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines News Life in the South just got a little sweeter — Kellogg’s Raisin Bran ad in Southern Living
53. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Command Rekindle your romantic flame with Hearthstone fire pits
54. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Question How do you heal dried, cracking skin?
55. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Repetition Your pride. Your hope. Your fears. Carpet Cleenz is right there with you.
56. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Word play Shave a few seconds off your personal best with the world’s fastest razor — Panasonic electric razors
57. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Metaphors, similes and analogies Think of us as an amusement park for your cat and dog Sometimes your kids are like animals See you later, alligator — Lubriderm skin lotion
58. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Rhyme Time to put the crunch back in your lunch
59. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines 1. Direct benefit 2. Reverse benefit 3. Factual 4. Selective 5. Curiosity 6. News 7. Command 8. Questions 9. Repetition 10. Word play 11. Metaphors, similes and analogies 12. Rhyme
60. DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different copywriting approaches 1. Before vs. After 2. Advice 3. Empathy 4. Testimonial 5. Demonstration 6. Competitive/Comparison 7. Negative to Positive
61. DESIGN BASIC TRAINING THE WRITING TOOLKIT Strategy Tactics Raw Materials
62. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials
63. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words”
64. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 1. NEW—Having something new and knowing something is new
65. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 2. GUARANTEED—Take away risk by guaranteeing
66. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 3. PROVEN—Assure your target audience
67. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 4. RESULTS—What they will get, what will happen,why they should care.
68. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 5. SAFETY—The idea of safety is comforting and is a core need
69. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 6. SAVE—People want to save money. More want to save time
70. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 7. YOU— Address the target audience directly.
71. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 8. NOW—Creates a sense of urgency.
72. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 9. EASY—Most people want a quick and uncomplicated solution.
73. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 10. FREE—Who can resist?
74. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials One Top 10 List of “Power Words” 1. NEW—Having something new and knowing something is new 2. GUARANTEED—Take away risk by guaranteeing 3. PROVEN—Assure your target audience 4. RESULTS—What they will get, what will happen,why they should care. 5. SAFETY—The idea of safety is comforting and is a core need 6. SAVE—People want to save money. More want to save time 7. YOU— Address the target audience directly. 8. NOW—Creates a sense of urgency. 9. EASY—Most people want a quick and uncomplicated solution. 10. FREE—Who can resist?
75. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials A Few More “Power Words” LOVE “You’re going to love the way it smells” “You will instantly fall in love with our toilet cleaner” DISCOVER Discover is a promise of something more to come. Like unwrapping a gift on your birthday, discoveries can bring a sense of excitement and adventure. HEALTH Especially powerful when it applies to a product, and not just when talking about physical health but also financial health,
76. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials Keywords for Copy from www.thefinancialbrand.com
77. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials Keywords for Copy from www.thefinancialbrand.com Surprise & Delight Exciting, Amazing, Unreal, Stunning, Phenomenal, Incredible, Mind Blowing, Awesome, Unbelievable, Insane, Crazy, Fascinating, Magic, Miracle, Interesting, Sensational, Surprise, Wonderful, Cool, Hot, Impossible, Beautiful, Startling, Jaw-Dropping POWER VERBS Love, Believe, Gain, Boost, Grow, Increase, Accelerate, Cut, Protect, Create, Drive, Fuel, Overcome, Unleash
78. DESIGN BASIC TRAINING THE WRITING TOOLKIT Raw Materials Keywords for Copy from www.thefinancialbrand.com NEW & UNUSUAL Fresh, Strange, Creative, Innovative, Now, Weird, Announcing, Breakthrough, At Last, Introducing, Odd, Latest, Unique, Unusual, Rare, First, Explore, Find, Discover COST& VALUE Free, Bargain, Discount, [x] Off, Save, Savings, Earn, Sale, Cost, Buy, Budget, Cheap, Give, Get, Offer, Gain, Gift, Take, Lowest, Only, Complimentary, Refund, Rebate, Extra, Bonus, Plus
79. DESIGN BASIC TRAINING THE WRITING TOOLKIT
80. DESIGN BASIC TRAINING THE WRITING TOOLKIT
81. DESIGN BASIC TRAINING THE WRITING TOOLKIT No matter which is your toolkit... USE IT!
82. DESIGN BASIC TRAINING THE WRITING TOOLKIT