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Presentation on how to start with copywriting

Presentation on how to start with copywriting

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lukas.c.wiesner
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6 views

Presentation on how to start with copywriting

Presentation on how to start with copywriting

Uploaded by

lukas.c.wiesner
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Copywriting

>>use language to make


money
Lukáš Colombo Wiesner Marketing Manager Whalebone

– second-hand English
– not really a business-type
– zero patience
+ a lot of XP
+ always the go-to guy for
everything language-related
+ context

Concerning your
assignment...
>>if you "forgot",
do what I used to do:
pretend that you did it.
To give you some time...

What is copywriting?
>>this is so outdated
it was never true
in the first place

Art Craft

Now to the assignment ↓

Magic Mirror (Snow White)


+ omniscient
+ obedient
+ always says the truth
+ can display any place in your realm
+ 4K resolution
+ charged by USB-C

Write an e-shop description


(max. 500 characters)

– 5 min
– mistakes are OK
– you will edit later

What is wrong with it (helicopter view)

Content Form

Target group

B2B x B2B x B2G x B2B2C...


Same features, different value
Target audience x economic buyer

Pain points & solutions


Relatability
Barriers
Competition choice
How will they actually use it!

Again!
– 5 min
– mistakes are OK
– you will edit later
+ think about your
target group

What is wrong with it (helicopter view)

Content Form

Target group

Are features enough?


USP – Unique Selling Point
Focus on result and impact

Emotions
Social proof
Reality check
CTA – Call to action
Necessary facts & information

Again!

– 5–10 min (how fast are we?)


– mistakes are OK
– you will edit later
+ think about your
target group & content

What is wrong with it (helicopter view)

Content Form

Target group

Active voice, positive feel, simple language, no running sentences,


no repetition (forget what Chris taught you in Academic Writing)
Narrative design
>>Aristotle
>>Problem, agitate, solve
>>Before, after, bridge
The communication process
The cooperative principle

Narrative design >>Aristotle >>World we live x will live


Before–after–bridge

>>Problem, agitate, solve

The communication process

effin’ noise

Receiver decodes, but the sender is responsible for the decoding

The cooperative principle

Receiver decodes, but the sender is responsible for the decoding

Yet another plot thwarted by children?


Tired of sending goons to locate young heirs to the throne?

Imagine you could see where anybody is and what they are doing
right now!
Thanks to its ability to show its master anything anywhere,
the new Looking GlassTM increased murder-raid effectivity of the
Dark Necromancer by 700%, helped the Bog Beldam to finally catch
the Little Princess that Could and solved dark rulers’ problems
all around the seven realms.
Order it today and live happily ever after.
499 characters

Again!
– 5–10 min (how fast are we?)
– mistakes are OK
– you will edit later
+ think about your
target group & content & form

Editing
You will spend A LOT of time doing that
>>Wait and hour, a day, a week
>>First draft -10%
(Stephen King principle)
>>Language functions
>>Second set of eyes
>>The client is seldom right,
but if they are the ones actually using the copy...

Copylife
>>how not to burn (out)

Prep work "The job" Editing

Research, comms, admin


Writing

>>agency life
>>in-house life
>>your own business
(no life)

When you had enough...


Content management
or find your niche and die there
Marketing in general
PR

Universal content creator


(graphics, videos, sales enablement)

What do we say when offered


a job in the EvilCorp Inc.?

pls don’t pls do

questions?

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