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 Not everyone was able to submit an assignment this week. If you did, thank you! Feel free to do this too. If you didn t please take some time now. Chat everyone one of the following for your brand or product: - Tweet - Facebook post - Instagram post (tell us what image/copy would be) - Snapchat post (tell us what image/copy would be)

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

4 33Realty Tweets: Show us your new rehabbed kitchen! Tag your photo of your newly upgraded kitchen below. Want to sell like a pro? Download this e-book to learn the 5 best strategies for selling your home in less that 90 days. Can you tell whats missing here? A home inspection! Uh oh. (Photo below) FB post: It's not just selling your home, it's getting it in perfect condition to maximize your ROI within a real estate transaction. Leverage our integrated business lines for success!

5 MTA Background - Our company, MTA Benefits offers discounts and benefits to all members of the MTA (the teachers union). So, we're not trying to make them become members, because most MA educators are members, but rather build awareness about these benefit programs and discounts that they're eligible for simply by being a member! This week I chose to focus on a more specific product within our shopping program - using or exploring our interest-free shopping program is what these tweets and Facebook posts would hopefully lead to! Tweets Are you #teamfitbit or #teamapplewatch? Show us your wrist! (59) We re getting competitive in the office. How many steps do you get each day? Comment to let us know! #teamfitbit #teamapplewatch (128) Can t decide between a Fitbit or Apple Watch? Check out this blog post. (109) Facebook Wearable tech can be expensive. Make sure you re getting the right one for your needs! Check out this blog post from Zebit to learn about the pros and cons of the Fitbit Ionic and Apple Watch. (231)

6 Autoloop Tweets: Show us your #servicelounge pride! Share a photo below of your store's service department. (90) - Want to #tweetlikeapro? Download this ebook for tips on building your store's social media presence. (133) - Uh-oh! What's wrong with this picture? #dealershipdonts #justno (63) (Would include related photo with this tweet.) FB post: It's not just business, it's personal: studies show a personal connection with customers builds loyalty - and business. Download this ebook for tips on building your store's social media presence. (229)

7 Lucy Corr 1. Lucy Corr's plant-loving residents give the community garden two big green thumbs up! Share with a fellow gardener. (115) 2. These neighbors in Lucy Corr's poker group are two of a kind! Want a snapshot of all our resident activities? Download our ebrochure.(133) 3. Our resident poll asked "Do you miss home maintenance?" 5% said "no." 4% were napping. 91% were too busy having fun to respond. Click to see what they were doing.(162) Facebook Post: Nothing can split up Lucy Corr's resident BFFs Cynthia and Rose! The duo moved to 6800 Lucy Corr Blvd the same year and when Rose's needs changed, she moved to assisted living right down the hall. Tag a friend who's the Rose to your Cynthia.(241)

8 The Long Message

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

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24 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

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

26 Fix Me Please!

27 The Long Message Direct Mail

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

29 The Long Message: Takes Many Forms Package Direct Mailer

30 The Long Message: Takes Many Forms Package Direct Mailer

31 The Long Message: Takes Many Forms Audio & Visual

32 The Long Message: Takes Many Forms Audio & Visual

33 The Long Message: Not Always Long

34 The Long Message: Not Always Long

35 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

36 The Long Message - Blogs

37 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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47 What Works? Make it relevant & unexpected Establish a strategy 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. Post regularly respond to comments Find your voice personality Make it human - show pictures of authors/customers/market Link from your corporate home page but use a different style/tone/vibe Engage us with compelling content make us want to read Use key words help people find you.

48 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

49 The Long Message: PR PR vs. Publicity It s still all about the story 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.

50 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!