Transcript Copywriting workshop

Did you have a nice break?
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Who are you?
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Our agenda for the next 30 minutes
‘where we are going’
1. Understanding your target audience
2. The elevator pitch
3. Tailoring your style for different items
And then test your creativity…
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Understanding your target audience…
…and what interests them
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Your target audience/readers
• Who is your target audience?
• How many audiences do you have? List them.
• What does your audience need? What do they want?
• What is most important to them?
• What are they least likely to care about?
• How might you organize your story in a way that will be best for your
audience?
• What do you have to say or what are you doing that might surprise
your audience?
• What do you want your audience to think, learn, or assume?
• What impression do you want your story to convey?
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WII-FM: Are You Listening?
What’s In It - For Me?
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WII-FM: The human radio
With the right transmitting conditions, and the receiver and
transmitter tuned to the same wavelength, perfect reception (of
your message) can be effected !
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WII-FM questions:
from the client’s perspective
1)
What is the benefit or incentive for me?
2)
Is it relevant and why should I care?
3)
What action do you want me to take?
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Getting your message across
in 30 seconds or less
(as in TV commercials)
Start by being VERY clear…
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Choose your words carefully
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The elevator pitch
If you had 30 seconds
to explain the essence
of your practice
to a possible client
in an elevator,
what would you say?
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The elevator pitch formula
• Remember, people are less interested in what YOU do,
more in WII-FM!
– Write the intro: “My name is Mark and I’m part of a
worldwide network of Journey therapists
that….(hook)”
– Then, write down 3 things you do for your clients: “I
help my clients to…clear their emotional issues,
identify what’s holding them back in life, and …
(needs)”
– Finally, state what people can gain: “So that they can
experience a new sense of peace, find the success
they always dreamed of, and live their lives in pure,
soaring freedom”
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Style tips for an elevator pitch (1)
Here's how to create your elevator pitch:
Figure out what is unique about what you do: The whole
idea behind a great elevator pitch is to intrigue someone. It's
an ice-breaker and a marketing pitch — all rolled into one.
Your elevator pitch must have a hook.
"I run a Journey practice here in the city”
doesn’t get as much attention as, "I'm a
specially-trained Journey practitioner,
and have had remarkable success in
helping people overcome depression.”
Make it exciting: A superior elevator pitch increases your heart
rate. It speaks to who you really are and what excites you about
your practice. It has integrity. What is it about your practice that
really motivates you? Incorporate that.
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Style tips for an elevator pitch (2)
Keep it simple: A good elevator pitch doesn't try and be all things
to all people. Rather, it conveys a clear idea in a short amount of
time. It might be a few sentences, but no more than a paragraph or
so. Keep it under 30 seconds.
Write it down: Use the guidelines above
and take a stab at it. Write down your pitch,
say it out loud, re-write it, and then re-write
it again. Remember: "Writing is re-writing!“
Practice, and then practice some more: The first few times you
try out your elevator pitch may be a bit uncomfortable, but it gets
easier. After a while, it will become second nature to you, and when
it does, you will be glad you practiced.
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The Journey website, in 30 seconds
Introducing the Journey
The Journey, pioneered by mind body healing expert Brandon Bays,
provides a road-map to the unlimited healing potential that exists in
each one of us.
The Journey is a simple, yet powerful step-by-step process that
gives us the tools to access our body's infinite wisdom and elicit its
own healing power, getting to the root cause of any long-standing
difficulty, fear or block.
The core belief is that it's possible to heal anything at a profound
emotional and physical level, to clear out old issues for good and to
know absolute clarity, freedom and joy.
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Tailoring your style for different items
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Some differences
Commercial
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Editorial
Goal
to create desire and promote action
to inform or persuade
1st paragraph
the bait or hook to attract the reader’s
attention so that he reads on
give away the gist of the story; for PRs
including the 5 Ws (who, where, what,
when, why)
Vocabulary
rich vocabulary and personal style
direct, simple wording; the tighter the writing
the better
Style
* can be written in 1st person
* should not be written in 1st person
* personal pronouns are permissible
* personal pronouns should be avoided
* anecdotes and quotations can be used
* don’t use anecdotes and generic
quotations, only quote people related to the
product/company
* there is scope for imaginative writing
* stick to the facts
Handling
is printed as it was written
can be cut, re-written or discarded
Life cycle
for as long as its content remains relevant
or valid
very short (newsworthiness)
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The press release
Logo
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Naam organisatie
Datum
PERSBERICHT
Kop
Lead
Body
Afsluitteken
Noot voor de redactie
Bijlage
Paginanummer
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Seven-point press release formula
(SOLAADS)
1. Subject: what the story is about (in 1st sentence/paragraph)
2. Organization: who it is about, with the company name in full
3. Location: where the organization is geographically (or where the
story takes place if an event)
4. Advantages: what is new or different (especially benefits)
5. Applications: who can benefit from the new product/service, how the
benefits can be enjoyed
6. Details: performance specs, prices, measurements, colors, etc.
7. Source: full name and contact details (address, telephone etc) of the
first-line contact for the press
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Style tips for press releases
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Use a simple headline to identify the story
Adjectives or superlatives should be avoided
Avoid generalisations or vague claims, and don’t use ‘etc.’
Never use We are proud to announce…
Keep impersonal: Never use pronouns like we and you
Quotes: use only if they contribute something valuable
Avoid clichés: they are boring and have lost their meaning
Use short words, short sentences, short paragraphs
Avoid jargon. Explain terms and acronyms
Caption all photos
The lead is your elevator pitch for this news item!
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The folder or leaflet (outside)
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The folder or leaflet (inside)
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Style tips for folders
• Keep copy simple and short:
If it is easy to read, it will get read
• Break up long segments of copy with headlines, sub-heads and
bullets: Some people just skim
• Avoid clichés, buzz-words, empty phrases and uncommon words.
They can be vague to some and a turn-off to others
• Use plain English. Busy people respond to straight talk !
• Use the present tense
• Use active verbs
• Emphasize "you will get..." instead of "we will give you..."
If you’d like the template shown on the previous slides, email me:
[email protected]
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Style tips for headlines
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Keep it short: summarize it all in one sentence.
Create curiosity, stimulate interest with a hook:
Ask a question (How many cavities is "too many"?).
Make a statement or exclamation (Fewer cavities. Guaranteed.).
Tell "how-to" (How to spend less time at the dentist's office).
Promise a reward for reading on (Six ways to get fewer cavities).
Create desire: include a key benefit, mention keywords.
Use short, active verbs that rouse emotions and create images.
Use superlatives, but don’t hype: what you are saying has to be
believable.
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Free stock photos
http://www.unicamultimedia.com/p1/stock.html
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Structure for web copy
• Home page
– Your main message (in a sentence)
• Selection level
– Your 30-word intro paragraph + a hook (elevator pitch)
• Detail level
– Provide key information in the first paragraph
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Sub-heads for paragraphs with details
5 bullets for features WITH benefits (key supporting messages)
Call to action (refer to the links)
Include KEY WORDS for Search Engine Optimization!
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Style tips for web copy
• Keep the page as short as possible:
Max 200 words per page without having to scroll
• Use plenty of headlines and subheads: to identify material of special
importance and to keep it organized
• Write short paragraphs (write in small digestible chunks):
Makes the text less intimidating
• Use bulleted or numbered lists to help itemize important details
• Pictures can be worth a thousand words (diagrams/photos)
• As with brochures: avoid clichés, buzz-words, empty phrases and
use present tense, active verbs, "you will get..." etc.
• Ask for the order: tell the prospect exactly what to do to take things
to the next level
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NVJT site example
De Methode.
The Journey ofwel De Helende Reis is een methode voor heling en
bewustwording ontwikkeld door Brandon Bays.
WHAT
De Helende Reis is een inspirerende en effectieve manier om in contact
te komen met je levensbron en vanuit dit nieuwe perspectief innerlijke
blokkades op celniveau op te ruimen.
WII-FM
De Helende Reis is een holistische methode. Je raakt fysiek, emotioneel,
mentaal en spiritueel beter afgestemd waardoor innerlijke spanning
oplost. Hierdoor gaat je levensenergie vrijer stromen, is er meer
innerlijke rust en worden je vitaliteit en zelfgenezend vermogen
gestimuleerd. Dit werkt positief door in alle facetten van je leven.
DETAILS
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For all long-copy items…
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…which means structuring your story
THE BEGINNING
TELL THE READER WHERE YOU ARE GOING
(Grab attention, use a hook, and explain the route)
THE MIDDLE
TELL THE READER HOW TO GET THERE
(Take them through the story using signposts)
THE END
TELL THE READER WHAT YOU HAVE TOLD THEM
(Look back and summarize the message)
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Summarizing
• Get to know your target audience – and the benefits that
are relevant to them (WII-FM)
• For a powerful elevator pitch, develop a hook and link it
to your client’s needs and benefits
• Tailor the tone and style of what you write to your reader
(target audience) – and the type of communications item.
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Got the message?!!!
… now it’s time to test your creativity
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