際際滷

際際滷Share a Scribd company logo

5.1 adma advanced copy copy issues pt i

Jon Maxim
Jon Maxim

The document discusses various considerations for writing effective copy, including: - The invisible copywriter: The copywriter's role is to find the proposition, dramatize it for the client, explain it to the customer, and ask for the order, not to show off their own cleverness. The copy should represent the company. - Copy vs. poetry vs. prose: Copywriting has a unique succinct style that aims to sell, versus more self-indulgent poetry and prose. Copywriters represent others through sales-oriented writing. - Copy that tells vs. copy that sells: Copy takes different forms for acquisition, fulfilment, retention, and growth, balancing selling and informing. This affects copy style and

1 of 32
Key style issues
Other key style issues Other things to consider:
Other key style issues Other things to consider: The invisible copywriter
Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry
Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells
Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C
Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C Features vs. benefits
Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C Features vs. benefits Sensitivity of data
Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C Features vs. benefits Sensitivity of data When not to write
Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C Features vs. benefits Sensitivity of data When not to write In more detail
The invisible copywriter The copywriter s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order
The invisible copywriter The copywriter s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order Not: - Show how clever they are - Play games with words for the sake of it - Repeat phrases they use all the time
The invisible copywriter The copywriter s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order Not: - Show how clever they are - Play games with words for the sake of it - Repeat phrases they use all the time Should be the company speaking, not the writer
The invisible copywriter The copywriter s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order Not: - Show how clever they are - Play games with words for the sake of it - Repeat phrases they use all the time Should be the company speaking, not the writer Consistent across client communications, not writer s book
Copy vs. poetry vs. prose Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something
Copy vs. poetry vs. prose Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something Poetry and prose: self indulgent
Copy vs. poetry vs. prose Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something Poetry and prose: self indulgent Copy: - on behalf of someone else - aimed at generating sales
Copy vs. poetry vs. prose Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something Poetry and prose: self indulgent Copy: - on behalf of someone else - aimed at generating sales Many copywriters think they are poets and novelists
Copy that tells vs. copy that sells Copy can play different roles, at different times
Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells)
Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells)
Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells) Retention: reassuring and connecting (sells & tells)
Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells) Retention: reassuring and connecting (sells & tells) Growth: selling plus reassurance (sells & tells)
Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells) Retention: reassuring and connecting (sells & tells) Growth: selling plus reassurance (sells & tells) Reactivation: reminds (tells)
Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells) Retention: reassuring and connecting (sells & tells) Growth: selling plus reassurance (sells & tells) Reactivation: reminds (tells) How does that affect your copy style & content?
Copy that tells vs. copy that sells Think about how your copy would reflect/change between:
Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect)
Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect) Retention: a 10 year, long term customer
Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect) Retention: a 10 year, long term customer Your proposition: - Save 30%
Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect) Retention: a 10 year, long term customer Your proposition: - Save 30% Write 2 benefit-driven, customer focussed opening lines - One for the new prospect - One for the long term customer
Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect) Retention: a 10 year, long term customer Your proposition: - Save 30% Write 2 benefit-driven, customer focussed opening lines - One for the new prospect - One for the long term customer How should they differ? Head back to the ADMA Learn Site to submit your ideas
Thank you

More Related Content

5.1 adma advanced copy copy issues pt i

  • 2. Other key style issues Other things to consider:
  • 3. Other key style issues Other things to consider: The invisible copywriter
  • 4. Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry
  • 5. Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells
  • 6. Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C
  • 7. Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C Features vs. benefits
  • 8. Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C Features vs. benefits Sensitivity of data
  • 9. Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C Features vs. benefits Sensitivity of data When not to write
  • 10. Other key style issues Other things to consider: The invisible copywriter Copy vs. prose vs. poetry Copy that sells vs. copy that tells B2B vs. B2C Features vs. benefits Sensitivity of data When not to write In more detail
  • 11. The invisible copywriter The copywriter s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order
  • 12. The invisible copywriter The copywriter s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order Not: - Show how clever they are - Play games with words for the sake of it - Repeat phrases they use all the time
  • 13. The invisible copywriter The copywriter s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order Not: - Show how clever they are - Play games with words for the sake of it - Repeat phrases they use all the time Should be the company speaking, not the writer
  • 14. The invisible copywriter The copywriter s role: - Drill down to find the proposition - Dramatise it on behalf of the client - Explain it, on behalf of the customer - Ask for the order Not: - Show how clever they are - Play games with words for the sake of it - Repeat phrases they use all the time Should be the company speaking, not the writer Consistent across client communications, not writer s book
  • 15. Copy vs. poetry vs. prose Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something
  • 16. Copy vs. poetry vs. prose Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something Poetry and prose: self indulgent
  • 17. Copy vs. poetry vs. prose Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something Poetry and prose: self indulgent Copy: - on behalf of someone else - aimed at generating sales
  • 18. Copy vs. poetry vs. prose Copywriting is unique in its style: - Succinct, to the point - Ignores grammar, over colloquial style - Aims to sell you something Poetry and prose: self indulgent Copy: - on behalf of someone else - aimed at generating sales Many copywriters think they are poets and novelists
  • 19. Copy that tells vs. copy that sells Copy can play different roles, at different times
  • 20. Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells)
  • 21. Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells)
  • 22. Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells) Retention: reassuring and connecting (sells & tells)
  • 23. Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells) Retention: reassuring and connecting (sells & tells) Growth: selling plus reassurance (sells & tells)
  • 24. Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells) Retention: reassuring and connecting (sells & tells) Growth: selling plus reassurance (sells & tells) Reactivation: reminds (tells)
  • 25. Copy that tells vs. copy that sells Copy can play different roles, at different times Acquisition: selling a product or service (sells) Fulfilment: information-based (tells) Retention: reassuring and connecting (sells & tells) Growth: selling plus reassurance (sells & tells) Reactivation: reminds (tells) How does that affect your copy style & content?
  • 26. Copy that tells vs. copy that sells Think about how your copy would reflect/change between:
  • 27. Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect)
  • 28. Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect) Retention: a 10 year, long term customer
  • 29. Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect) Retention: a 10 year, long term customer Your proposition: - Save 30%
  • 30. Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect) Retention: a 10 year, long term customer Your proposition: - Save 30% Write 2 benefit-driven, customer focussed opening lines - One for the new prospect - One for the long term customer
  • 31. Copy that tells vs. copy that sells Think about how your copy would reflect/change between: Acquisition: a potential customer (prospect) Retention: a 10 year, long term customer Your proposition: - Save 30% Write 2 benefit-driven, customer focussed opening lines - One for the new prospect - One for the long term customer How should they differ? Head back to the ADMA Learn Site to submit your ideas