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
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
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
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
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.
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.
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
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.
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 . . .”
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.
DESIGN BASIC TRAINING THE WRITING TOOLKIT Tactics Try different types of headlines Factual Make your appointment online and save 25% on your first visit
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?
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
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.
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
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
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
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.
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?
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,
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