Copywriting II

The marketing planand how it helps us choose our

words.

The writing process

Applying the marketing plan to our work

The writing process

Copywriting process

Gather initial research and gain an understanding of the business:

• The customer• The product• The business• The offer

Target MarketThe strategic focus of a business or marketing plan.

I am NOT a target market!

I am NOT a target market!

Build a perfect customer

• Who are they?

• What are their habits?

Building a perfect customer

• Outline features and benefits

• Stories that drive interest (pain point)

• Testimonials

• The buying process

Building the perfect customer

• Determine goals (leads, sales)

• Secondary goals• Dispel rumours• Answer questions• Build credibility• Build brand• Eliminate misconceptions• Differentiate from competition

Conduct research

• Assess current marketing materials• Packaging• Website• Collaterals

Conduct research

• Look at the competition

• Hang out on social media

• Join groups on Linkedin / forums

What is a hook?Essentially, it’s your story

• Fear (pain)• News story / seasonality / trend• Success story• Factoid (did you know?)• Sensational claim• Major benefit• Sense of urgency

Back to the process

• Create an offer

• Opening or introduction

• Tell a story

• List of F + B

• Expand on the key elements

• Create a sense of urgency

The process

• Rearrange the flow

• Edit and expand

The Communications Process

• Sender

• Message

• Channel

• Noise

• Receiver

• Feedback

The Communications Process

Sender

Message

Channel

Noise

Receiver

Feedback

The Marketing Plan

1. Market research

2. Target market

3. Product

4. Competition

5. Mission statement

6. Market strategies

7. Pricing, positioning and branding

8. Budget

9. Marketing goals

10. Monitor your results

Target Market

• Find niche or target markets for your product and describe them.

• If you say that your target customer is "everybody" then nobody will be your customer.

“We aren’t in the coffee business, serving people.

We are in the people business, serving coffee”.

Product

• Describe your product.

• How does your product relate to the market

• What does your market need

• What do they currently use

• What do they need above and beyond current use?

The Seven-Stage Marketing Strategy

StrengthsStrengths WeaknessesWeaknesses

OpportunitiesOpportunities ThreatsThreats

The Seven-Stage Marketing StrategyDefine the product or service and describe its attributes

The factFeature: The coffee cup has a no-spill lid

The promise:Benefit: You will never stain your clothes ever again

The value:Enjoy a cup of coffee without worrying

Know your competition and USP

• Competition

• USP (what we have that the competition does not)

Understand business environment

• Economic

• Political

• Legal

• Social/Cultural

• Technological

Promotional Strategy Objective

• Fulfillment

• Target Market’s desire

• Brand Awareness

Write your sales message

Inform target market what they can get

Slogan: There are 364 practice days but only one St Patrick’s Day.