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4.4 advanced copy 4 styles tutor comments

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Jon Maxim
Jon Maxim

The document discusses four different styles - Socratic, Narrative, Descriptive, and Intriguing - that can be used as the basis for writing copy. The Socratic style starts in the reader's world, Narrative tells a real story, Descriptive brings a product or service to life, and Intriguing draws the reader in through unusual facts. It suggests which styles may be most suitable for different types of products and services, such as Socratic or Narrative for intangible services, Descriptive for physical products, and Intriguing for new solutions. The overall aim of all four styles is to grab the reader's attention within the first split second.

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Copy Styles: Tutor Comments
Four Copy Styles Four different styles as a basis to write
Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world
Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story
Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story Descriptive: bring the product or service to life
Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story Descriptive: bring the product or service to life Intriguing: draw the reader in through unusual facts
Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story Descriptive: bring the product or service to life Intriguing: draw the reader in through unusual facts All aim to grab the reader’s attention
Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story Descriptive: bring the product or service to life Intriguing: draw the reader in through unusual facts All aim to grab the reader’s attention Split second to engage them
Four Copy Styles Think about which style suits which product/service
Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative
Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive
Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive A new ‘solution’, Intriguing
Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive A new ‘solution’, Intriguing An established one, Narrative
Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive A new ‘solution’, Intriguing An established one, Narrative And so on
Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive A new ‘solution’, Intriguing An established one, Narrative And so on Use all 4: but consider which one might be a stronger starting point
Next: Copy Style Issues Next, let’s look at some Copy Style Issues
Thank you

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4.4 advanced copy 4 styles tutor comments

  • 2. Four Copy Styles Four different styles as a basis to write
  • 3. Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world
  • 4. Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story
  • 5. Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story Descriptive: bring the product or service to life
  • 6. Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story Descriptive: bring the product or service to life Intriguing: draw the reader in through unusual facts
  • 7. Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story Descriptive: bring the product or service to life Intriguing: draw the reader in through unusual facts All aim to grab the reader’s attention
  • 8. Four Copy Styles Four different styles as a basis to write Socratic: start in the reader’s world Narrative: tell them a (real) story Descriptive: bring the product or service to life Intriguing: draw the reader in through unusual facts All aim to grab the reader’s attention Split second to engage them
  • 9. Four Copy Styles Think about which style suits which product/service
  • 10. Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative
  • 11. Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive
  • 12. Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive A new ‘solution’, Intriguing
  • 13. Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive A new ‘solution’, Intriguing An established one, Narrative
  • 14. Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive A new ‘solution’, Intriguing An established one, Narrative And so on
  • 15. Four Copy Styles Think about which style suits which product/service An intangible service might be Socratic or Narrative A physical product, Descriptive A new ‘solution’, Intriguing An established one, Narrative And so on Use all 4: but consider which one might be a stronger starting point
  • 16. Next: Copy Style Issues Next, let’s look at some Copy Style Issues