Get Past the RFP! Persuasive Writing for Ad Agency New Business
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The document presents a workshop on persuasive writing by Jody Sutter, emphasizing the importance of effective communication in advertising. It outlines six key steps to persuasive writing, including understanding the audience, simplifying language, and storytelling techniques. Additionally, it provides practical examples and a writer's checklist to enhance clarity and engagement in writing.
![Putting
all
this
into
practice
www.thesuttercompany.com
Before:
Focusing on the power of social media, we were able to
combine local targeting and campaign optimization to close
the loop between brand likeability and sales. The different
market insights in terms of sentiment proved to be
invaluable to [CLIENT] and are now being used in product
development and future worldwide marketing efforts.
45
© 2015 The Sutter Company.](https://image.slidesharecdn.com/jodysutterpresentationdeck-160224032053/85/Get-Past-the-RFP-Persuasive-Writing-for-Ad-Agency-New-Business-46-320.jpg)
![Putting
all
this
into
practice
www.thesuttercompany.com
Before:
Focusing on the power of social media, we were able to
combine local targeting and campaign optimization to close
the loop between brand likeability and sales. The different
market insights in terms of sentiment proved to be
invaluable to [CLIENT] and are now being used in product
development and future worldwide marketing efforts.
46
© 2015 The Sutter Company.
Like
some
kind
of
superpower?](https://image.slidesharecdn.com/jodysutterpresentationdeck-160224032053/85/Get-Past-the-RFP-Persuasive-Writing-for-Ad-Agency-New-Business-47-320.jpg)
![Putting
all
this
into
practice
www.thesuttercompany.com
Before:
Focusing on the power of social media, we were able to
combine local targeting and campaign optimization to close
the loop between brand likeability and sales. The different
market insights in terms of sentiment proved to be
invaluable to [CLIENT] and are now being used in product
development and future worldwide marketing efforts.
47
© 2015 The Sutter Company.
I
think I
know
what
you’re
trying
to
say,
but
it’s
awkward.](https://image.slidesharecdn.com/jodysutterpresentationdeck-160224032053/85/Get-Past-the-RFP-Persuasive-Writing-for-Ad-Agency-New-Business-48-320.jpg)
![Putting
all
this
into
practice
www.thesuttercompany.com
Before:
Focusing on the power of social media, we were able to
combine local targeting and campaign optimization to close
the loop between brand likeability and sales. The different
market insights in terms of sentiment proved to be
invaluable to [CLIENT] and are now being used in product
development and future worldwide marketing efforts.
48
© 2015 The Sutter Company.
Overly
complicated.](https://image.slidesharecdn.com/jodysutterpresentationdeck-160224032053/85/Get-Past-the-RFP-Persuasive-Writing-for-Ad-Agency-New-Business-49-320.jpg)
![Putting
all
this
into
practice
www.thesuttercompany.com
Before:
Focusing on the power of social media, we were able to
combine local targeting and campaign optimization to close
the loop between brand likeability and sales. The different
market insights in terms of sentiment proved to be
invaluable to [CLIENT] and are now being used in product
development and future worldwide marketing efforts.
49
© 2015 The Sutter Company.
Show
me,
don’t
tell
me.](https://image.slidesharecdn.com/jodysutterpresentationdeck-160224032053/85/Get-Past-the-RFP-Persuasive-Writing-for-Ad-Agency-New-Business-50-320.jpg)
![Putting
all
this
into
practice
www.thesuttercompany.com
Before:
Focusing on the power of social media, we were able to
combine local targeting and campaign optimization to close
the loop between brand likeability and sales. The different
market insights in terms of sentiment proved to be
invaluable to CLIENT and are now being used in product
development and future worldwide marketing efforts.
After:
We
combined
local
targeting,
campaign
optimization
and
the
power
of
social
media
to
close
the
loop
between
brand
affinity
and
sales.
Through
our
research,
we
identified
four
archetypal
customers
that
[CLIENT]
continues
to
use
in
its
product
development
and
worldwide
marketing
efforts.
50
© 2015 The Sutter Company.](https://image.slidesharecdn.com/jodysutterpresentationdeck-160224032053/85/Get-Past-the-RFP-Persuasive-Writing-for-Ad-Agency-New-Business-51-320.jpg)
Get Past the RFP! Persuasive Writing for Ad Agency New Business
- 1. Get Past the RFP! Persuasive Writing That Sells Presented by Jody Sutter, The Sutter Company October 9, 2015 0 © 2015 The Sutter Company.
- 2. 1 © 2015 The Sutter Company.
- 3. www.thesuttercompany.com What is 2 © 2015 The Sutter Company. persuasive writing?
- 4. “We also launched targeted CPA-driven display buys across endemic and behaviorally targeted ad networks.” www.thesuttercompany.com 3 © 2015 The Sutter Company.
- 5. “We also launched targeted CPA-driven display buys across endemic and behaviorally targeted ad networks.” www.thesuttercompany.com 4 © 2015 The Sutter Company. What??
- 6. Learnings Sound familiar? Customer journey www.thesuttercompany.com 5 © 2015 The Sutter Company. Touchpoints HOLISTIC Monetize Off (or On) –brand Value-‐add Best-‐in-‐class State-‐of-‐the-‐art PARADIGM SHIFT Leverage a best practice Core competency Brand DNA Positive business outcomes
- 7. Advertising is not like making widgets. 6 © 2015 The Sutter Company.
- 8. www.thesuttercompany.com Advertising is about communicating abstract ideas that only live in our heads. 7 © 2015 The Sutter Company.
- 9. 8 © 2015 The Sutter Company.
- 10. Six steps to persuasive writing www.thesuttercompany.com 9 © 2015 The Sutter Company. 1 2 3 4 5 Pause. What do you want to say? Who are you saying it to? Word dump Tell a story. Use the writer’s checklist to break bad habits. Edit to simplify and clarify 6 Proofread!!
- 11. Six steps to persuasive writing www.thesuttercompany.com 10 © 2015 The Sutter Company. 1 2 3 4 Pause. What do you want to say? Who are you saying it to? Word dump Tell a story. Use the writer’s checklist to break bad habits. 5 Editto simplify and clarify 6 Proofread!!
- 12. www.thesuttercompany.com Put yourself in the reader’s shoes. 11 © 2015 The Sutter Company.
- 13. Six steps to persuasive writing www.thesuttercompany.com 12 © 2015 The Sutter Company. 1 2 3 4 Pause. What do you want to say? Who are you saying it to? Word dump Tell a story. Use the writer’s checklist to break bad habits. 5 Editto simplify and clarify 6 Proofread!!
- 14. www.thesuttercompany.com customize your boiler plate copy. Always 13 © 2015 The Sutter Company.
- 15. Six steps to persuasive writing www.thesuttercompany.com 14 © 2015 The Sutter Company. 1 2 3 4 Pause. What do you want to say? Who are you saying it to? Word dump Tell a story. Use the writer’s checklist to break bad habits. 5 Editto simplify and clarify 6 Proofread!!
- 16. 15 Tell me a story… © 2015 The Sutter Company.
- 17. Stasis Trigger Quest Critical choice Surprise Resolution Climax Reversal Triumph Struggle www.thesuttercompany.com A classic story arc Time 16 © 2015 The Sutter Company.
- 18. www.thesuttercompany.com How Dorothy did it Triumph Struggle Time 17 © 2015 The Sutter Company. Stasis Trigger Quest Critical choice Surprise Resolution Climax Reversal
- 19. Situation Challenge Research Creative Development Insight Results Campaign Launch Measurement and Adjustment Triumph Struggle www.thesuttercompany.com How you can do it with a case study Time Execution BIG IDEA 18 © 2015 The Sutter Company.
- 20. Six steps to persuasive writing www.thesuttercompany.com 19 © 2015 The Sutter Company. 1 2 3 4 Pause. What do you want to say? Who are you saying it to? Word dump Tell a story. Use the writer’s checklist to break bad habits. 5 Editto simplify and clarify 6 Proofread!!
- 21. The writer’s checklist Active versus passive Simplify words Eliminate unnecessary words Avoid weakling verbs Use adjectives carefully www.thesuttercompany.com 20 © 2015 The Sutter Company.
- 22. The writer’s checklist www.thesuttercompany.com The project will have been completed before the deadline. 21 © 2015 The Sutter Company. Active versus passive
- 23. The writer’s checklist www.thesuttercompany.com The project will have been completed before the deadline. 22 © 2015 The Sutter Company. Active versus passive We’ll complete the project before the deadline.
- 24. The writer’s checklist www.thesuttercompany.com Optimum Disseminate Initiate Utilize Currently Numerous Implement Assistance Facilitate 23 © 2015 The Sutter Company. Simplify words
- 25. The writer’s checklist www.thesuttercompany.com Optimum Disseminate Initiate Utilize Currently Numerous Implement Assistance Facilitate 24 © 2015 The Sutter Company. Best Send Start Use Now Many Do Help Ease Simplify words
- 26. The writer’s checklist www.thesuttercompany.com 25 © 2015 The Sutter Company. In an effort to Is of the opinion that At this point in time Due to the fact that With the exception of For the purpose of Until such time as Referred to as Simplify phrases
- 27. The writer’s checklist www.thesuttercompany.com 26 © 2015 The Sutter Company. In an effort to Is of the opinion that At this point in time Due to the fact that With the exception of For the purpose of Until such time as Referred to as Simplify phrases To Believes Now Because Except For Until Called
- 28. The writer’s checklist www.thesuttercompany.com 27 © 2015 The Sutter Company. Our integrated strategy group is responsible for insights that are fueled by consumer data. Eliminate unnecessary words
- 29. The writer’s checklist www.thesuttercompany.com 28 © 2015 The Sutter Company. Our integrated strategy group is responsible for insights that are fueled by consumer data. Eliminate unnecessary words Our strategy team uses data to uncover consumer insights.
- 30. The writer’s checklist www.thesuttercompany.com Gave assistance to Gave an explanation Did the marketing for Call your attention to 29 © 2015 The Sutter Company. Avoid weakling verbs
- 31. The writer’s checklist www.thesuttercompany.com Gave assistance to Gave an explanation Did the marketing for Call your attention to 30 © 2015 The Sutter Company. Avoid weakling verbs Helped Explained Marketed Remind
- 32. The writer’s checklist www.thesuttercompany.com We are passionate about our clients’ business and relentless in pursuing results on their behalf. 31 © 2015 The Sutter Company. Really? Use adjectives carefully
- 33. Relentless Passionate Superlative Driven State-‐of-‐the-‐art Next-‐generation Ban these words! www.thesuttercompany.com 32 © 2015 The Sutter Company. Renowned Nimble Breakthrough Cutting-‐edge Flawless Proven
- 34. www.thesuttercompany.com 33 © 2015 The Sutter Company. Flesch-‐Kincaid Readability Test
- 35. www.thesuttercompany.com 34 © 2015 The Sutter Company. Hemingwayapp.com
- 36. Six steps to persuasive writing www.thesuttercompany.com 35 © 2015 The Sutter Company. 1 2 3 4 Pause. What do you want to say? Who are you saying it to? Word dump Tell a story. Use the writer’s checklist to break bad habits. 5 Edit to simplifyand clarify 6 Proofread!!
- 37. 36 The first draft of anything is shit. © 2015 The Sutter Company.
- 38. 37 © 2015 The Sutter Company.
- 39. 38
- 40. www.thesuttercompany.com Putting allthis into practice. 39 © 2015 The Sutter Company.
- 41. Putting all this into practice www.thesuttercompany.com Before: Understanding that there are numerous goals for this relationship, this proposal reflects our recommendation for the first three months in an effort to address these initial objectives within the provided timeframe. Please note that hard costs associated with photography, production, etc., have not been accounted for at this time. 40 © 2015 The Sutter Company.
- 42. Putting all this into practice www.thesuttercompany.com Before: Understanding that there are numerous goals for this relationship, this proposal reflects our recommendation for the first three months in an effort to address these initial objectives within the provided timeframe. Please note that hard costs associated with photography, production, etc., have not been accounted for at this time. Who’s doing the understanding? 41 © 2015 The Sutter Company.
- 43. Putting all this into practice www.thesuttercompany.com Before: Understanding that there are numerous goals for this relationship, this proposal reflects our recommendation for the first three months in an effort to address these initial objectives within the provided timeframe. Please note that hard costs associated with photography, production, etc., have not been accounted for at this time. Overly complicated 42 © 2015 The Sutter Company.
- 44. Putting all this into practice www.thesuttercompany.com Before: Understanding that there are numerous goals for this relationship, this proposal reflects our recommendation for the first three months in an effort to address these initial objectives within the provided timeframe. Please note that hard costs associated with photography, production, etc., have not been accounted for at this time. Buzz-‐kill 43 © 2015 The Sutter Company.
- 45. Putting all this into practice www.thesuttercompany.com Before: Understanding that there are numerous goals for this relationship, this proposal reflects our recommendation for the first three months in an effort to address these initial objectives within the provided timeframe. Please note that hard costs associated with photography, production, etc. have not been accounted for at this time. After: There's a lot to accomplish and we can't wait to get started. Since many of the goals have yet to be defined, we suggest spending the next three months focused on figuring out how your brand looks, feels and acts. This is going to give us a strong foundation that will support -‐ and even inform -‐ future marketing activities. 44 © 2015 The Sutter Company.
- 46. Putting all this into practice www.thesuttercompany.com Before: Focusing on the power of social media, we were able to combine local targeting and campaign optimization to close the loop between brand likeability and sales. The different market insights in terms of sentiment proved to be invaluable to [CLIENT] and are now being used in product development and future worldwide marketing efforts. 45 © 2015 The Sutter Company.
- 47. Putting all this into practice www.thesuttercompany.com Before: Focusing on the power of social media, we were able to combine local targeting and campaign optimization to close the loop between brand likeability and sales. The different market insights in terms of sentiment proved to be invaluable to [CLIENT] and are now being used in product development and future worldwide marketing efforts. 46 © 2015 The Sutter Company. Like some kind of superpower?
- 48. Putting all this into practice www.thesuttercompany.com Before: Focusing on the power of social media, we were able to combine local targeting and campaign optimization to close the loop between brand likeability and sales. The different market insights in terms of sentiment proved to be invaluable to [CLIENT] and are now being used in product development and future worldwide marketing efforts. 47 © 2015 The Sutter Company. I think I know what you’re trying to say, but it’s awkward.
- 49. Putting all this into practice www.thesuttercompany.com Before: Focusing on the power of social media, we were able to combine local targeting and campaign optimization to close the loop between brand likeability and sales. The different market insights in terms of sentiment proved to be invaluable to [CLIENT] and are now being used in product development and future worldwide marketing efforts. 48 © 2015 The Sutter Company. Overly complicated.
- 50. Putting all this into practice www.thesuttercompany.com Before: Focusing on the power of social media, we were able to combine local targeting and campaign optimization to close the loop between brand likeability and sales. The different market insights in terms of sentiment proved to be invaluable to [CLIENT] and are now being used in product development and future worldwide marketing efforts. 49 © 2015 The Sutter Company. Show me, don’t tell me.
- 51. Putting all this into practice www.thesuttercompany.com Before: Focusing on the power of social media, we were able to combine local targeting and campaign optimization to close the loop between brand likeability and sales. The different market insights in terms of sentiment proved to be invaluable to CLIENT and are now being used in product development and future worldwide marketing efforts. After: We combined local targeting, campaign optimization and the power of social media to close the loop between brand affinity and sales. Through our research, we identified four archetypal customers that [CLIENT] continues to use in its product development and worldwide marketing efforts. 50 © 2015 The Sutter Company.
- 52. Six steps to persuasive writing www.thesuttercompany.com 51 © 2015 The Sutter Company. 1 2 3 4 5 Pause. What do you want to say? Who are you saying it to? Word dump Tell a story. Use the writer’s checklist to break bad habits. Edit to simplify and clarify 6 Proofread!!
- 53. 52 © 2015 The Sutter Company.
- 54. 1.Step away for a while 2.Look for something different every time 3.Check accuracy of names 4.Look at a hard copy 5.Read the text out loud 6.Use spellcheck (carefully!) and a dictionary 7.Read the text backwards 53 © 2015 The Sutter Company.
- 55. www.thesuttercompany.com What about creativity? 54 © 2015 The Sutter Company.
- 56. 55 © 2015 The Sutter Company.
- 57. What creativity can’t fix: Typos An unanswered brief Dense copy that’s impossible to read Obsequious use of the client’s brand Formats that are difficult to distribute, read and store www.thesuttercompany.com 56 © 2015 The Sutter Company.
- 58. Smart ways to be creative Be strategic, not gratuitous Give something of value Formats that enhance your submission Get the right people involved www.thesuttercompany.com 57 © 2015 The Sutter Company.
- 59. www.thesuttercompany.com Questions? 58 © 2015 The Sutter Company.
- 60. www.thesuttercompany.com Want a consultation? Contact: [email protected] 917-‐312-‐3016 59 © 2015 The Sutter Company.