Creative Copywriting Week 5. Clare Harrison Christine Fleming McIsaac

Transcription

1 Creative Copywriting Week 5 Clare Harrison Christine Fleming McIsaac

2 While We Wait for Others Chat your ideas on these medium messages. Would you click for more? Read on? Mortgage Financial Solutions: #1 Thinking about buying a home? Click on our list of things to know before you go shopping for that dream house. (110 characters) #2 Even Barbie had a dream house. Ready for yours? Click to start the pre-approval process and find out how much dream home you can afford. (137 characters) #3 Buying your first house? Download our first time home buyer app to learn the steps in the process and how to avoid making costly mistakes. (138 characters) #4 How do you like to pay it forward? Share your favorite stories and inspire others. #PayItForward (96 characters)

3 Agenda Assignment Review The Long Message The Message Marketing The Letter Direct Mail Marketing The Body Blogs Examples for each What Works

4 Nat l Assn of Colleges & Employers Tweets Overwhelmed by so-many-candidates? Take a deep breath. Grab a cuppa. Read on. goo.gl/brzybc (91 characters w/ spaces) Need a business case to justify your career fair budget? BOOM! goo.gl/v1zuxg (76 characters w/ spaces) Lost a candidate? Over your offer? How did that happen?! Don t guess-know! goo.gl/znpq2u (89 characters w/ spaces) FACEBOOK You FINALLY found that PERFECT match. Thousands of applicants narrowed decisively to ONE. You and the hiring manager were in PERFECT synch. Five FLAWLESS rounds of interviews. You HAD your first-round draft pick. Until, your competitor STOLE that superstar away. PROTECT your investments--every single year--with hard, fast data on new hire expectations. [Image] [URL] goo.gl/aefaeu (353 characters w/ spaces)

5 ASAE Young Professionals Tweets: - What s the best thing you learned in less than 30min that you use at work? ow.ly/r0iq30c2g7a #AlwaysLearning (109 with spaces) - Every month we add new classes in our #ASAELearning Online platform. What peaks your interest this month? (128 with spaces) (+ image with a handful of various courses) - Here s a challenge: see how much free knowledge you can accumulate in 7 days with ASAE s new Learning Online platform ow.ly/r0iq30c2g7a (136 with spaces) Facebook: It s not easy being a young professional. Your hands are full enough as is trying to make sure that everything you re investing your time and money in is worthwhile. That s why we re giving our YP members access to ASAE s new Learning Online platform for free for 30 days! See what in-demand skills can benefit you: ow.ly/r0iq30c2g7a

6 ASHA School s Connect Conference Tweets: Some gave everything. Retweet this flag in honor of our fallen heroes. #MemorialDay (83) What inspires you? Your clients? A family member? A personal experience? Share with us! #DailyInspiration #ASHAConnect (118) When did you know you wanted to become an SLP? Stop by booth 300 to fill out your Inspiration Link, and join our chain! #ASHAConnect (this tweet would be delivered from our events account; 133) Facebook: Did you have that "a-ha" moment when you just KNEW you wanted to be an SLP? Or maybe it happened by a series of chance events? Stop by booth 300 in the Exhibit Hall at Schools Connect, and share your moment with us! Jot it down on a link, and add your link to our Inspiration Chain! (show image of paper chain) (282)

7 ihire Facebook (401): There s bad resume advice ( always include an objective statement ), and then there s REALLY bad resume advice ( use Comic Sans ironically HR will love it ). Comment to share the most absurd resume advice you ve ever heard, and next week we ll award the worst of the worst with a free cover letter! While you re waiting to see who wins, get pro tips from our resume writers: [meme: Tweet (128): One page? Two pages? As many as it takes to communicate your awesomeness? RT with your opinion on how long a #resume should be. [meme: Tweet (107): All #resumes must have this ONE thing to win interviews. Does yours? Find out: Tweet (128): Literally show your inner sparkle with glitter! What s the worst resume advice you ve ever heard? Share with #badresumeadvice [gif:

8 The Long Message

9 Subject line: Uh-oh, your prescription is expiring

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25 What Works? Make it relevant & unexpected Stick to fewer than 3 typefaces Logo in upper left hand side Put Main message and CTA above the fold Give more detail below the fold if I like what I see above Use auto-responders for opt-ins (Day 1, 5 & 10) Get creative & do more with your transaction s Test offer words Test when to send Do the 5-Second Test

26 Looks like Junk/Spam!!!! OMG Poor coding (MS Word to HTML) Bright Red & Green Test (in subject line) All image

27 Fix Me Please!

28 The Long Message Direct Mail

29 Cra-maz-ing What s it Mean to you? See inside.

30 The Long Message: Takes Many Forms Package Direct Mailer

31 The Long Message: Takes Many Forms Package Direct Mailer

32 The Long Message: Takes Many Forms Audio & Visual

33 The Long Message: Takes Many Forms Audio & Visual

34 The Long Message: Not Always Long

35 The Long Message: Not Always Long

36 What Works? Make it relevant & unexpected Alternative approaches Package mailers Audio & Visual Even with long message, less can be more Postcards are most likely to be read

37 The Long Message - Blogs

38 Blog Types Help me/teach me/ guide me posts How-to/Tutorial/Instructional posts News posts Definition posts Standard list posts Resource/link posts Problems & solutions Comparison posts Research Share a story/help me get to know you Profile posts Case Studies What others are saying Evoke emotion Controversial Inspiring What if Parody

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49 What Works? Make it relevant & unexpected Establish a strategy and consider the intersect of your blog with other channels Spread your content encourage others to share Define an editorial policy what s in your blog - make it relevant to your target market. Find your voice personality Engage us with compelling content make us want to read Use key words improve search results. Post regularly Make it human - show pictures of authors/customers/market Link from your corporate home page but use a different style/tone/vibe

50 Before & After: Blog Titles Before: 10 B2B Companies Using Facebook in Cool Ways After: Good: 10 B2B Companies With Brilliant Facebook Marketing (SEO) Better: Think Facebook's Just for B2C? These 10 Companies That ll Change Your Mind Facebook for B2B: 10 Companies That Could Teach You a Thing or Two

51 Blogs 3 Musts 1. The Breath Test 2. Friend Reads 3. Know the Most Important Words in Blogging YOU BECAUSE

52 The Long Message: PR PR vs. Publicity It s still all about the relationship Be relevant yet unexpected Tell up front why they should care Create content and use that to get attention Craft a killer headline Use other s voices Make who & what very clear (it s still a press story) Think of it as more than just news.

53 Next Week s Assignment Write your long message a blog, message, or direct mail letter for your product. Make it relevant yet unexpected! Focus on why! Follow the tips for what works Write it once, edit it, read it aloud, send to a friend to test it, edit again!