Copywriting III

Copywriting III

A few things you need to know:

• Kevin O’Doherty kevin@odoherty.info

• Shirin Khosravaneh celiberal@georgebrown.ca

• Notes on Slideshare

• Marks available 1 week after the end of class

Course Outcomes

Course Outline

Course outline and objectives

Strategy Direct Mail Web copy Public relations

Marketing Plan

The ten step marketing plan overview

Are you kidding? This again?

Actually marketing strategy

1. Where are we now

2. Where do we want to go

3. How can we go there

4. How can we control it

Integration of marketing, advertising and pr

“The consumer owns the brand”

So stop sending mixed messages

Filling market needs

and reaching marketing objectives

Specific tactics are an outgrowth of the overall plan

Marketing tactics

CRM

Landing pages

Direct marketing

Search engine advertising

Public relations

Marketing strategiesAll marketing strategies are dynamic

Marketing strategies change

Because of changes to: • Market dynamics patterns including seasonality • Customers - demographics, market segment,

target markets, needs, buying decisions • Product - what's out there now, what's the

competition offering • Sales targets and benchmarks

Shifting gears

CCCCPPPP

Product

Price

Promotion

Place

Consumer

Cost

Communication

Convenience

SWOT analysis

strengths

weaknesses

opportunities

threats

SWOT analysis and copy

Understand the business model• Development and implementation

Consumer

Defining the needs of the user (targeting)

Cost

What are the consumer’s cost involved with acquisition or change?

Communication

• Advertising

• Public relations

• Personal selling

Convenience

• Ease of buying

• Ease in acquiring information about product

• Channel (s)

Marketing strategies

Based on 4 types of business:

• Leader

• Challenger

• Follower

• Nicher

Marketing strategies

• Customer segments

• Value proposition

• Channels

• Customer relationships

Customer Segments

• Mass market

• Niche market

• Segmented

• Diversified

• Multi-sided

Value proposition

• Accessibility “build a diversified investment portfolio”• Newness “get the latest smart phone”• Performance “More powerful, faster”• Customization “A plan built for you”• “get the job done” “Let us worry”• Design “Stand out in a crowd”• Status “A special sense of belonging”• Price “No frills”• Cost reduction “Turnkey solution”• Risk reduction “Guarantee”• Usability “Download right from your phone…”

Channels

• Personal sales

• Web sales

• Bricks and mortar

• Partner stores (VARs)

• Wholesalers

Channel phases – how and what?

• Awareness

• Evaluation

• Purchase

• Delivery

• After-sales service

Customer relationships

1. Personal assistance

2. Dedicated personal assistance

3. Self-service

4. Automated services

5. Communities

6. Co-creation

The Marketing Plan

1. Assess the market

2. Target your customers

3. Set clear goals

4. Determine a budget

5. Clarify your position

6. Create key messages

7. Select your media

8. Build a marketing dashboard

Your customers

• What do they care about?

• What is the biggest problem they face?

• How can you help them solve it?

Pro Roofing Contractors

You found Toronto’s most dedicated roofers.

A leaking roof can create a lot of damage very fast. You cannot afford that. We are here to provide you with professional work, expert advice and the best value for the money. Pro Roofing has helped hundreds of homeowners in Toronto and Greater Toronto Area get and maintain beautiful roofs. Take a look at the types of roofs we install for our clients.

Targeting through headlines

• Not “do you want?”

but

• Which of these do you want?

Targeting through headlines

• eliminating the "risk of loss" is even more attractive to the reader than the "prospect of gain."

How many of these headlines are questions?

• ask a question – “Do you have…?”

• excite curiosity - “How to …”

• issue a challenge – “Can you get…”

Set clear goals - Objectives and bottom line

Specification of a product or a service so that it is understood by the right target audience

Promotion of a product or a service so that the appropriate target audience makes an order

Creation of interest and demand on the shopper’s side

Building awareness of products and services Building the right company and brand image

Luxury, performance or safety?

• Enjoy bold, spirited styling with an air of sleek confidence

• Raw power is unleashed precisely through a short-throw, 6-speed manual…

• Preventative safety features like Dynamic Stability and Traction Control (DSTC) help you, the driver, avoid accidents by evading them

Creating brand identity

creativeindependent

emotional

conscientious

rugged

friendly

stabletraditional

A leader

adventurous

proud

males

males males

females

females

females

create branded language

What we do For whom

how

Unique selling proposition

Key message (s)

What is the one thing I want my audience to know?

Concise: avoid jargon and acronyms

Active: make every sentence active

Positive: talk about what you can do, not what you can't

Short: one memorable sentence, 10-15 seconds to say.

Specific: address a particular challenge and audience

Marketing Dashboard