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Welcome to. Copywriting for non-copywriters Alan Barker. I GAVE THIS SESSION AT THIS CONFERENCE:. I RUN THIS CONSULTANCY:. www.kairostraining.co.uk. ... AND I WRITE BOOKS. I’M ASSUMING THAT YOU’RE NOT A COPYWRITER. MAYBE YOU WRITE:. ... REPORTS, EMAILS, LETTERS –

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  1. Welcome to Copywriting for non-copywriters Alan Barker

  2. I GAVE THIS SESSION AT THIS CONFERENCE:

  3. I RUN THIS CONSULTANCY: www.kairostraining.co.uk

  4. ... AND I WRITE BOOKS.

  5. I’M ASSUMING THAT YOU’RE NOT A COPYWRITER. MAYBE YOU WRITE:

  6. ... REPORTS, EMAILS, LETTERS – THE KIND OF WRITING I CALL FUNCTIONAL

  7. IT’S A BIT LIKE THE KIND OF WRITING WE WERE TAUGHT AT SCHOOL.

  8. BUT MAYBE YOU’RE FINDING YOURSELF WRITING MORE AND MORE : • NEWSLETTERS, • MARKETING EMAILS, • BROCHURES, • LEAFLETS, • BLOG POSTINGS • - AND EVEN • TWEETS AND TEXTS

  9. ... THE KIND OF WRITING THAT’S OFTEN CALLED: COPYWRITING

  10. WHAT’S THE DIFFERENCE?

  11. I LOOKED AT SOME OF THE GUIDES TO COPYWRITING, AND THEY SAID STUFF LIKE...

  12. Copywriting: received wisdom emotions. • Show definite benefits, and start at once. • Tap the primal emotions. ... AND...

  13. Copywriting: received wisdom #2 • gets attention • focuses on the target reader • stresses benefits • differentiates your organisation from others • proves its case • establishes credibility and conviction • builds value • closes with a call to action ALL VERY GOOD, BUT -

  14. BUT HOW DO YOU ACTUALLY DO THIS KIND OF WRITING?

  15. 3 LET’S THINK ABOUT THREE KEY VARIABLES...

  16. Three variablesfunctional copy reader contract uncommitted committed FIRST: THE CONTRACT THE READER MAKES WITH YOU.

  17. Three variablesfunctional copy reader contract uncommitted committed FUNCTIONAL: THE READER WANTS TO READ COPY: WE HAVE TO ATTRACT THE READER’S ATTENTION

  18. Three variablesfunctional copy reader contract uncommitted committed purpose perform inform SO THE PURPOSE OF THE WRITING DIFFERS...

  19. Three variablesfunctional copy reader contract uncommitted committed .. AND THE STYLE WILL BE DIFFERENT, TOO. purpose perform inform style text voice

  20. THE WORD ‘TEXT’ IS RELATED TO THE WORD ‘TEXTILE’... style text voice

  21. THE WORD ‘TEXT’ IS RELATED TO THE WORD ‘TEXTILE’... FUNCTIONAL STYLE IS ‘WOVEN’ INTO COMPLEX PATTERNS... style text voice

  22. Once final decisions are made about the available funding for 2011/12, this strategy will also need to involve making difficult decisions about the level and allocation of money raised from council taxpayers and the Mayor’s revised priorities across the GLA group. LIKE THIS:

  23. ... AND COPYWRITING FOLLOWS THE RHYTHMS AND PATTERNS OF SPEECH... style text voice

  24. Here’s some advice for companies in search of a better bottom line: Send your workers home early. Sound silly? It certainly does to most executives. ... LIKE THIS!

  25. Three dimensions of copywriting THIS PRINCIPLE PLAYS OUT IN THREE DIMENSIONS... • Sense • Sound • Structure

  26. Three dimensions of copywriting THIS PRINCIPLE PLAYS OUT IN THREE DIMENSIONS... • Sense • Sound • Structure ... AND I’VE GOT THREE SUGGESTIONS FOR EACH...

  27. Three dimensions of copywriting • Sense • Sound • Structure AND THE FIRST DIMENSION IS:

  28. Sense • Be clear • Be memorable • Use the senses: literally or metaphorically HERE ARE SOME EXAMPLES -

  29. Sense: be clear Monkey visits German pizzeria, vandalises toilet A PRETTY CLEAR HEADLINE!

  30. Sense: be clear IF YOU’RE BOB THE BUILDER – SAY SO.

  31. Sense: be memorable YOU CAN EVEN DRAW ATTENTION TO HOW CLEAR YOU’RE BEING...

  32. Sense: be memorable ...IN FACT, THIS TAGLINE HAS BECOME SO MEMORABLE, IT’S NOW LIKE A PROVERB. YOU CAN EVEN DRAW ATTENTION TO HOW CLEAR YOU’RE BEING...

  33. Sense: be memorable PROVERBS ARE INTERESTING.

  34. Sense: be memorable THEIR MEANING IS ‘OPEN’...

  35. Sense: be memorable ...WE HAVE TO ADD SOMETHING FROM OUR OWN EXPERIENCE TO MAKE SENSE OF THEM.

  36. Sense: be memorable NOBODY IS THE ‘AUTHOR’ OF A PROVERB; PROVERBS BELONG TO ALL OF US.

  37. Sense: be memorable GREAT THINKERS CAN CREATE NEW PROVERBS...

  38. Sense: be memorable ... AND SO CAN GREAT COPYWRITERS.

  39. Sense: use the senses (literally) ANOTHER WAY TO MAKE OUR WRITING MEMORABLE IS TO APPEAL TO THE SENSES...

  40. Sense: use the senses (literally) FROM TASTE TO SOUND...

  41. Sense: use the senses (literally) IN THIS EARLIER VERSION, THE COPYWRITER HAD TO TELL US WHAT TO DO!

  42. WE CAN FIND OTHER EXAMPLES OF THESE EFFECTS IN SIX-WORD STORIES...

  43. ...OTHERWISE KNOWN AS FLASH FICTION...

  44. Sense: use the senses (literally or metaphorically) Window box, modest lawn, wildflower meadow. HERE’S A SIX-WORD STORY THAT USES THE SENSES REALLY WELL...

  45. www.smithmag.net (LOTS MORE SIX-WORD STORIES HERE.)

  46. Sense: use the senses (metaphorically) METAPHOR IS A GOOD WAY OF CONVEYING AN IDEA BY USING THE SENSES...

  47. Sense: use the senses (metaphorically) AND WE CAN PLAY WITH METAPHORS BY MAKING THEM LITERAL.

  48. Sound THIS IS THE SECOND DIMENSION OF COPYWRITING... • Keep it simple • Give it rhythm • Play with patterns

  49. Sound: keep it simple A BRILLIANTLY SIMPLE BRAND NAME...

  50. Sound: keep it simple A BRILLIANTLY SIMPLE BRAND NAME... ... REGULAR ALTERNATION OF CONSONANTS AND VOWELS.

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