Creative CopywritingWeek 2

Clare HarrisonChristine Fleming McIsaac

While We Wait

• Creative Challenge – Chat your thoughts

What story could you tell around a manufacturer of construction equipment to make them remarkable?

• Research – Makes notes for yourself

What do your competitors say about their product?

Agenda

• Assignment Review• Starting with the Story• Integrated Marketing Strategy• Why Are You Writing? 4 + 1 Questions• Features & Benefits• Unique Value Proposition

Assignment Review

The International Association of Privacy Professionals champions your right to be invisible when you want and forgotten when you're ready. We help privacy professionals ensure your personal information remains personal in a digital world through training, certification, events, research and information.

Assignment Review

Product: Recruitment program for internal mobility:

Looking for a new job? Don't let your boss know.We appreciate you, and we want you to love what you do. Reach out to your supervisor to see what opportunities exist within the network.Or, if you prefer to go the confidential route, shoot a note to mobility@publicis.com today!

Dominque’s comments:I will be working to publicize our internal mobility program within the Publicis Groupe. We are a network of 80,000, and we want to help our employees tap into new opportunities that excite them. I took an approach that gets to the point, but uses active language to form an unexpected response to the posed question. We want a person reading a poster/email/or brochure to keep reading past the first line, but as was pointed out in the first class I didn't want to bury the lead.

Assignment ReviewiHire serves two distinct audiences – job seekers and employers/hiring pros. For this exercise, I focused on the job seeker audience.

Your dream job is out there. Get hired faster with iHire.

Online job boards are nothing new, and neither is the frustration of using them. That’s why iHire does things differently.

We’re a career platform with 56 separate sites dedicated to specific industries from healthcare and construction to technology and beyond. iHire searches thousands of sources and eliminates the ads, scams, and bogus jobs, so all that’s left for you to do is apply to great opportunities in your field.

And with hundreds of career advice articles, templates, and webinars, we can help you win interviews, get offers, and take your career to the next level.

Shift Your Focus from Green to Orange

The Value of an Integrated Marketing Strategy

Allstate’s Mayhem

https://www.youtube.com/watch?v=vtP-S9OS0o0

Mayhem – Official Website

Protecting You from Mayhem

Koozies

A Different Kind of Koozie

About Freaker

Freaker Products

If you covered up your logo, would you know it

was your product?

Ann Handley, Hubspot 2015

Relevant and Unexpected

Make it Relevant & Unexpected

Boost Inspiration.com – Graco Print Ad

Unexpected: CD Baby

TO:

Excerpt from Anything You Want by Derek Sivers

FROM: Your order has shipped today. Please let us know if it doesn’t arrive. Thank you for your business.

Why Are You Writing?

Four Questions + One

• What am I selling?• Who am I selling to?• Why am I selling this now?• What do I want my customer to do?

+ Why does my customer care?

1. What am I selling?

• Product description• Market research• Competition

• Features and Benefits (FAB) • Unique Value Proposition

2. Who am I selling to?

• Age• Sex• Income• Geography• Title/Job Function

• Attitude/Personality• Behavior• Firmographics

3. Why am I selling this now?

• Hook• Urgency

4. What do I want my customer to do?

• Call to Action– Buy– Sign up– Provide your contact information– Request a sample/presentation– Go to a website– Tell us what you think– Refer a friend

Features Benefits

• About the product

• What does the product offer?

• About the customer

• What’s in it for me?

Examples

• The car has Bluetooth.

• Midnight sleeping pills can be taken in the middle of the night.

• Farmville will donate money to earthquake victims for every virtual good sold.

• Stay safe with hands-free built into your car.

• Feel rested no matter how many hours you have to sleep.

• Buy Farmville virtual goods and play on knowing you’ve contributed to a good cause.

Make it a Benefit

1. Discover Card – #1 Cash Rewards Program

2. Skinny Cow Candy – Absolutely Delicious and Zero Calories

3. Oscar Mayer Deli Fresh Turkey – Now you See it Now in a Clear Pack

4. The Volvo S60 Safe + Secure Coverage Plan –5 year warranty, 5 year scheduled maintenance, 5 year wear & tear

Value Proposition Statement

http://blog.ted.com/2010/05/04/how_great_leade/

The Old Way…Car Company Ex.

» The “What”• We make great cars that get excellent mileage

and look stunning.

» The “How” came next • Our cars have built-in GPS and one-touch play

lists.

» The “Why” came last • Buy our cars to make a good first impression and

to keep your family safe.

The New Way…Apple Ex.

» The “Why” comes first • In everything we do, we believe in challenging the

status quo, we believe in thinking differently.

» The “How” comes next • We make products that are beautifully designed

and user friendly.

» The “What” is last• We just happen to make great computers– wanna

buy one?

Presenter

Presentation Notes

The parts are similar to most of our other forms of writing. No surprise. You may use some or all of these parts depending on where you are placing the value prop. You need to be ready to use shorter versions to articulate the value in social media, etc. where much less is more. You may need slightly longer versions when using them in direct mail or blog copy – regardless you have the elements and use them to tell your value story. I highlight Step 3 up here as a reminder that we need to tell our value story but also how it relates to the competition. Looking at the assignments you guys are off to a good start focusing on the benefits and as we move through the 6 weeks let’s focus on differentiating. If you have benefits that are on a par then you have to find ways to write that will stand out and grab attention so they have a reason to go with you over the competition.

4 Ways to Frame Your Value Proposition

• Best Quality• Best Bang for Buck• Luxury and Aspiration• Must-have

Best Quality Louisville Slugger

I will make you a part of baseball’s oldest and greatest legacy – a legacy that has endured since 1884. I will connect you to the game’s most legendary players and historic moments.

I will link you to the Hall of Fame, the World Series and the Olympic games.

When you hold me, you will feel the pulse of America’s Pastime, and I will make your heart beat in rhythm with the heartbeat of the game itself.

Best Bang for Buck IKEA

Low-priced, functional furniturewith a distinctive design.

Luxury and Aspiration: Ralph Lauren Polo

Being fashion focused with an increased quality of life while creating a classic image.

• Functional benefit: Increase the luxuriousness of your life with high quality items

• Emotional benefit: Increase your self esteem and leaves you feeling high class and classic

• Self-expressive benefit: Allow your self expression to be shown through your clothes while giving you a classic feel.

Being fashion focused with an increased quality of life while creating a classic image.

Must-Have Kleenex

http://youtu.be/lRZri7jrX6g

10 Value Props You Wish You Had 1. Made to Discover. Download the fast & free alternative web browser.

Opera

2. Your Career is our job. Get matched with the job that’s right for you. Career Search – The Ladders

3. You’ve never been so easily entertained . Completely redesigned, the new iTUnes makes it easier than ever before to browse and organize your music, movies, TV shows, and more. Add to your collection. And play it all, anywhere. iTunes

4. A few (million) of your favorite things.Pinterest

5. No hardware. No software. No boundaries.Take social marketing to the next level with marketing cloud. The leading tools for the social generation. Salesforce.com

10 Value Props You Wish You Had 6. Start accepting credit cards today.

Square – Square reader – allows users to accept credit card payments via smartphones

7. Remember Everything. Capture anything. Access anywhere. Find things fast. Evernote

8. Create marketing people love. Hubspot

9. Wherever you are, wherever they are – Skype keeps you together. Skype

10. Soundtrack your life. Let Spotify bring you the right music for every mood and moment. The perfect songs for your workout, your night in, or your journey to work. Spotify

Writing Your Value Prop

• Focus on WHY• Questions consider as you write your value prop:

Is my product/service a pain reliever? A life saver? Describe how from your customer’s perspective.

How does my product/service make their life better? What will my customers’ experience be like?

• Find & follow an example that works• Simple + direct = effective• Show how you create value for your customer• Make it measurable so you can back it up• Write it. Edit it. Test it. Revise it.

Your Assignment: Value Prop/Elevator Pitch

• Choose a product • Answer the 4 + 1 Questions• Write an out-of-the-box Elevator Pitch (100

words or less) that:• Grab the reader’s attention• Describe the product, including features/benefits and

the unique value proposition• Call the reader to action