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Lesson 15 . Today: Discuss trends in final assignments Writing tips pertinent to these trends In-class exercise. Lesson 15. But first: you have 2 minutes to write the perfect caption to this photo. Leave your name off the submission. Best wins a bauble! . Lesson 15.

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lesson 15
Lesson 15
  • Today:
  • Discuss trends in final assignments
  • Writing tips pertinent to these trends
  • In-class exercise
lesson 151
Lesson 15

But first: you have 2 minutes to write the perfect caption to this photo. Leave your name off the submission. Best wins a bauble!

lesson 152
Lesson 15

One: Campaign – all members of same army working together, attacking in their own way.

lesson 153
Lesson 15

Campaign – all members of same army working together, attacking in their own way.

• Concept is their uniform

lesson 154
Lesson 15

Campaign – all members of same army working together, attacking in their own way.

• Concept is their uniform

• The function differs between soldiers

lesson 155
Lesson 15

• The function differs between soldiers

MEANING?

lesson 156
Lesson 15

You can’t bomb the cities with a submarine.

• So don’t send in brochure copy to do a web page’s job

lesson 157
Lesson 15

One B: Dated approach to web writing.

“I don’t like a lot of text on my web page, man. It deserves a clean ethic.”

lesson 158
Lesson 15

“I don’t like a lot of text on my web page, man. It deserves a clean ethic.”

Excrement!

lesson 159
Lesson 15

One B: Dated approach to web writing.

You need text on your page to be searched and found. Images aren’t searched, text is.

You lose 50% of your audience with every click!

That’s why you want to be searchable and complete on each page.

lesson 1510
Lesson 15

Two: Formulaic headlines

Ask about: “Hey, Louie, gimme a numba 7!”

Oh goodness. Please be creative.

lesson 1511
Lesson 15

Two: Formulaic headlines

“Your child is busy enough being a child. New <INSERT PRODUCT HERE> lets them be!”

lesson 1512
Lesson 15

Two: Formulaic headlines

“<X> is hard/difficult/challenging. <Y> shouldn’t/doesn’t have to be.”

lesson 1513
Lesson 15

Two: Formulaic headlines

“<INSERT PRODUCT HERE> is a little pain but a big problem solver!”

lesson 1514
Lesson 15

Two: Formulaic headlines

“<INSERT PRODUCT HERE>! More time. More money. More love.”

lesson 1515
Lesson 15

Two: Formulaic headlines

“<INSERT PRODUCT HERE>! Big money. Big love. Big Time.”

lesson 1516
Lesson 15

Two: Formulaic headlines

“It is a sin to bore your reader.”

Who said that?

lesson 1517
Lesson 15

Two: Formulaic headlines

“It is a sin to bore your reader.” That’s right: David Ogilvy

lesson 1518
Lesson 15

Two: Formulaic headlines

“It is a sin to bore your reader.” – David Ogilvy

lesson 1519
Lesson 15

Two: Formulaic headlines

“It is a sin to bore your reader.” – David Ogilvy

But the Hoff would agree.

lesson 1520
Lesson 15

Tip: When headlines don’t immediately come to you, write the body copy first. Your headline will magically appear.

Even if you think you have a headline, it’ll be improved or replaced once you write the body copy.

lesson 1521
Lesson 15

Three: All of the campaign is DM. The brochure needs the offer and deadline.

lesson 1522
Lesson 15

Four: Really long sentences that, like, take a long time to finish and really don’t because the writer added to them with conjunctions like ‘and’ and ‘because’ and ‘as’ but interesting how nobody ever uses ‘notwithstanding’ and ‘heretofore’ or even ‘nonetheless’ and stuff like that.

lesson 1523
Lesson 15

Tip: Be succinct.

lesson 1524
Lesson 15

Tip: Be succinct but not lazy.

Write all the copy. Then go back and say the same with 20% fewer words.

Yes, you can.

lesson 1525
Lesson 15

How to write to your customers online:

  • Avoid the online brochure
lesson 1526
Lesson 15

How to write to your customers online:

  • Avoid the online brochure
  • Avoid industry jargon
lesson 1527
Lesson 15

How to write to your customers online:

  • Avoid the online brochure
  • Avoid industry jargon
  • Don’t start with ‘Welcome to Company X’
lesson 1528
Lesson 15

How to write to your customers online:

  • Avoid the online brochure
  • Avoid industry jargon
  • Don’t start with ‘Welcome to Company X’
  • ‘You’ not ‘we’
lesson 1529
Lesson 15

How to write to your customers online:

  • Avoid the online brochure
  • Avoid industry jargon
  • Don’t start with ‘Welcome to Company X’
  • ‘You’ not ‘we’
  • Benefits first, features second
lesson 1530
Lesson 15

How to write to your customers online:

  • Avoid the online brochure
  • Avoid industry jargon
  • Don’t start with ‘Welcome to Company X’
  • ‘You’ not ‘we’
  • Benefits first, features second
  • Many paragraphs. Short sentences. Consider how people read online
lesson 1531
Lesson 15

How to write to your customers online:

  • Avoid the online brochure
  • Avoid industry jargon
  • Don’t start with ‘Welcome to Company X’
  • ‘You’ not ‘we’
  • Benefits first, features second
  • Many paragraphs. Short sentences. Consider how people read online
  • Don’t inundate paragraphs with key phrases. If they work, use them.
lesson 1532
Lesson 15

How to write for search engines:

  • Research and use key phrases, not words
lesson 1533
Lesson 15

How to write for search engines:

  • Research and use key phrases, not words
  • Aim for 250 words per page. You need text to be noticed
lesson 1534
Lesson 15

How to write for search engines:

  • Research and use key phrases, not words
  • Aim for 250 words per page. You need text to be noticed
  • Use a key phrase approximately 3 – 5 times each 100 words
lesson 1535
Lesson 15

How to write for search engines:

  • Research and use key phrases, not words
  • Aim for 250 words per page. You need text to be noticed
  • Use a key phrase approximately 3 – 5 times each 100 words
  • Use a key phrase at beginning, middle and end (provided it’s not forced)
lesson 1536
Lesson 15

How to write for search engines:

  • Research and use key phrases, not words
  • Aim for 250 words per page. You need text to be noticed
  • Use a key phrase approximately 3 – 5 times each 100 words
  • Use a key phrase at beginning, middle and end (provided it’s not forced)
  • Put key phrases in heads, subs, beside links – where they’ll be noticed
lesson 1537
Lesson 15

Targeting

• Specifics make a picture you can talk to

• And they indicate which buttons to press (someone who subscribes to pets magazine is likely more sympathetic to a message from the Humane Society)

lesson 1538
Lesson 15

Targeting –

• Specifics make a picture you can talk to

• And they indicate which buttons to press

“Adults, male and female, 16 – 94, urban/rural. They have faces and may have children and/or pets.”

lesson 1539
Lesson 15

Targeting –

• Specifics make a picture you can talk to

• And they indicate which buttons to press

“Adults, male and female, 16 – 94, urban/rural. They have faces and may have children and/or pets.”

This is fuzzy targeting.

It leads to fuzzy work.

lesson 1540
Lesson 15

Direct marketing is a 1-to-1 communication.

• A letter is a personal message from a human to a human

Everybody knows this. Even little kids.

lesson 1541
Lesson 15

Direct marketing is a 1-to-1 communication.

• A letter is a personal message from a human to a human

“Dear Santa,

I want a Cabbage Patch kid. Give

Rudolph my love and don’t eat too

many cookies.

Love,

Timmy”

lesson 1542
Lesson 15

Direct marketing is a 1-to-1 communication.

• A letter is a personal message from a human to a human

• So salutation and sign-off! Meaning?

The letter didn’t come from an institution but from an individual.

lesson 1543
Lesson 15

Direct marketing is a 1-to-1 communication; a conversation.

Dear <Human Name>

Sincerely,

<Human Name>

Rep of Institution

lesson 1544
Lesson 15

Almost always, a personal story to open was more compelling than fearsome stats.

lesson 1545
Lesson 15

Almost always, a personal story to open was more compelling than fearsome stats.

“My grand-daughters, Taylor-Abbey and Lakweesha, were struggling for their lives on this day last year rather than sitting on Santa’s lap.”

lesson 1546
Lesson 15

Almost always, a personal story to open was more compelling than fearsome stats. “My grand-daughters, Taylor-Abbey and Lakweesha, were struggling for their lives on this day last year rather than sitting on Santa’s lap.”

VS.

Two in every million children get

hangnails that threaten to kill them

lesson 1547
Lesson 15

Almost always, a personal story to open was more compelling than fearsome stats. A) “My grand-daughter, Cynthia, was struggling for her life on this day last year rather than sitting on Santa’s lap.” VS.

B) Two in every million children get

hangnails that threaten to kill them

A is more personal. Which

makes it a letter. B belongs

in a brochure.

lesson 1548
Lesson 15

There was not a single post-script.

The fault of the instructor? Probably.

When you’re working, you’ll be badgered to write PSs. Do it sparingly and make them post-scripts, not repetitions of the offer.

lesson 1549
Lesson 15

There was not a single post-script.

The fault of the instructor? Probably. When you’re working, you’ll be badgered to write PSs. Do it sparingly and make them post-scripts, not repetitions.

PS. We’ll revisit this subject next semester.

lesson 1550
Lesson 15

Avoid purple prose when you have powerful stats. Be specific.

Let the facts speak for themselves. It’s sharper and doesn’t risk being mawkish or maudlin. It also shows that you’ve done some research and have something new to share.

“The extreme pain of abasement, the shame of being shamed.”

Vs

“1 in every 3 schoolchildren will be bullied this year”

lesson 1551
Lesson 15

"It is a sin to bore your reader.”

Dear Ms Sample,

With the holidays fast approaching, you’re probably wrapping and baking.

lesson 1552
Lesson 15

"It is a sin to bore your reader.”

Dear Ms Sample,

With the holidays fast approaching, you’re probably wrapping and baking.

This can go anywhere. That’s not a compliment.

lesson 1553
Lesson 15

"It is a sin to bore your reader.” – True ‘dat

Dear Ms Sample,

With the holidays fast approaching, you’re probably wrapping and baking.

This can go anywhere. That’s not a compliment.

lesson 1554
Lesson 15

"It is a sin to bore your reader.” – True ‘dat

But the Caz would agree!

Avoid blinding flashes of the obvious and get right to the point.

If your first sentence can lead anywhere, remove it and be specific.

lesson 1555
Lesson 15

Type o’s, tie pose, missteaks, airrurs and punctuation gone wild….

!!!!! … ¡¡¡¡¡

Read it aloud - or get a friend to read it to you out loud. Typos will kill you.

And stop using punctuation like spice.

in class exercise
In-class Exercise

Team up with 1 friend. Together, devise 2 compelling outer envelopes each – that’s 2 unique solutions – to get a reader into the charity letter you just wrote. Create dummies and be prepared to share them with the class in 40 minutes.