creative copywriting week 5 - data & marketing...

Creative CopywritingWeek 5

Clare HarrisonChristine Fleming McIsaac

While We Wait for Others…

Chat your ideas on these medium messages. Would you click for more? Read on?

Mortgage Financial Solutions:#1 Thinking about buying a home? Click on our list of things to know before you go

shopping for that dream house. (110 characters)

#2 Even Barbie® had a dream house. Ready for yours? Click to start the pre-approval process and find out how much dream home you can afford. (137 characters)

#3 Buying your first house? Download our first time home buyer app to learn the steps in the process and how to avoid making costly mistakes. (138 characters)

#4 How do you like to pay it forward? Share your favorite stories and inspire others. #PayItForward (96 characters)

Agenda

• Assignment Review• The Long Message

The Message – Email Marketing The Letter – Direct Mail Marketing The Body – Blogs

• Examples for each• What Works

Nat’l Assn of Colleges & Employers

Tweets

Overwhelmed by so-many-candidates? Take a deep breath. Grab a cuppa. Read on. goo.gl/bRzyBc(91 characters w/ spaces)

Need a business case to justify your career fair budget? BOOM! goo.gl/V1ZuxG(76 characters w/ spaces)

Lost a candidate? Over your offer? How did that happen?! Don’t guess-KNOW! goo.gl/znpq2u(89 characters w/ spaces)

FACEBOOK

You FINALLY found that PERFECT match. Thousands of applicants narrowed decisively to ONE. You and the hiring manager were in PERFECT synch. Five FLAWLESS rounds of interviews. You HAD your first-round draft pick. Until, your competitor STOLE that superstar away. PROTECT your investments--every single year--with hard, fast data on new hire expectations.

[Image]https://www.shutterstock.com/image-photo/t...D6km6TEnkaSGWRA-1-7

[URL]goo.gl/AeFAEu

(353 characters w/ spaces)

ASAE Young Professionals

Tweets:- What’s the best thing you learned in less than 30min that you use at work? ow.ly/R0IQ30c2g7A #AlwaysLearning (109 with spaces)- Every month we add new classes in our #ASAELearning Online platform. What peaks your interest this month? http://bit.ly/2s8YNZA (128 with spaces) (+ image with a handful of various courses)- Here’s a challenge: see how much free knowledge you can accumulate in 7 days with ASAE’s new Learning Online platform ow.ly/R0IQ30c2g7A (136 with spaces)

Facebook:It’s not easy being a young professional. Your hands are full enough as is trying to make sure that everything you’re investing your time and money in is worthwhile. That’s why we’re giving our YP members access to ASAE’s new Learning Online platform for free for 30 days! See what in-demand skills can benefit you: ow.ly/R0IQ30c2g7A

ASHA School’s Connect Conference

Tweets:

Some gave everything. Retweet this flag in honor of our fallen heroes. #MemorialDay (83)

What inspires you? Your clients? A family member? A personal experience? Share with us! #DailyInspiration #ASHAConnect (118)

When did you know you wanted to become an SLP? Stop by booth 300 to fill out your Inspiration Link, and join our chain! #ASHAConnect (this tweet would be delivered from our events account; 133)

Facebook:Did you have that "a-ha" moment when you just KNEW you wanted to be an SLP? Or maybe it happened by a series of chance events? Stop by booth 300 in the Exhibit Hall at Schools Connect, and share your moment with us! Jot it down on a link, and add your link to our Inspiration Chain! (show image of paper chain) (282)

iHireFacebook (401):

There’s bad resume advice (“always include an objective statement”), and then there’s REALLY bad resume advice (“use Comic Sans ironically – HR will love it”).

Comment to share the most absurd resume advice you’ve ever heard, and next week we’ll award the worst of the worst with a free cover letter! While you’re waiting to see who wins, get pro tips from our resume writers: https://www.ihire.com/careeradvice/category/resume%20tips

[meme: http://catplanet.org/wp-content/uploads/20...-use-comic-sans.jpg]

Tweet (128):

One page? Two pages? As many as it takes to communicate your awesomeness? RT with your opinion on how long a #resume should be. [meme: http://s2.quickmeme.com/img/b2/b27ad8477eb...6575f1537612d1d.jpg]

Tweet (107):

All #resumes must have this ONE thing to win interviews. Does yours? Find out: https://www.ihire.com/careeradvice/pages/q...-to-a-killer-resume

Tweet (128):

“Literally show your inner sparkle with glitter!” What’s the worst resume advice you’ve ever heard? Share with #badresumeadvice [gif: https://img.buzzfeed.com/buzzfeed-static/s...4-1409240029-17.gif]

The Long Message – Email

Subject line: Uh-oh, your prescription is expiring

What Works? • Make it relevant & unexpected • Stick to fewer than 3 typefaces• Logo in upper left hand side• Put Main message and CTA above the fold• Give more detail below the fold if I like what I see above• Use auto-responders for opt-ins (Day 1, 5 & 10)• Get creative & do more with your transaction emails • Test “offer” words • Test when to send• Do the 5-Second Test

Looks like Junk/Spam

• !!!!• OMG• Poor coding (MS Word to HTML)• Bright Red & Green• Test (in subject line)• All image

Fix Me Please!

The Long Message – Direct Mail

Cra-maz-ing… What’s it Mean to you? See inside.

The Long Message: Takes Many Forms

Package Direct Mailer

The Long Message: Takes Many Forms

Package Direct Mailer

The Long Message: Takes Many Forms

Audio & Visual

The Long Message: Takes Many Forms

Audio & Visual

The Long Message: Not Always Long

The Long Message: Not Always Long

What Works?

• Make it relevant & unexpected • Alternative approaches

• Package mailers • Audio & Visual

• Even with long message, less can be more

• Postcards are most likely to be read

The Long Message - Blogs

Blog TypesHelp me/teach me/ guide me posts How-to/Tutorial/Instructional

posts News posts Definition posts Standard list posts Resource/link posts Problems & solutions Comparison posts Research

Share a story/Help me get to know you Profile posts Case Studies What others are saying

Evoke emotion Controversial Inspiring What if Parody

What Works? • Make it relevant & unexpected• Establish a strategy and consider the intersect of your blog with

other channels• Spread your content – encourage others to share• Define an editorial policy– what’s in your blog - make it relevant to

your target market.• Find your voice – personality• Engage us with compelling content – make us want to read• Use key words – improve search results. • Post regularly• Make it human - show pictures of authors/customers/market• Link from your corporate home page but use a different

style/tone/vibe

Before & After: Blog Titles

Before:10 B2B Companies Using Facebook in Cool Ways

After:Good: 10 B2B Companies With Brilliant Facebook Marketing (SEO)

Better: Think Facebook's Just for B2C? These 10 Companies That’ll Change Your MindFacebook for B2B: 10 Companies That Could Teach You a Thing or Two

Blogs – 3 Musts

1. The Breath Test2. Friend Reads3. Know the Most Important Words in Blogging…

YOU BECAUSE

The Long Message: PR

• PR vs. Publicity• It’s still all about the relationship • Be relevant yet unexpected• Tell up front – why they should care • Create content and use that to get attention• Craft a killer headline• Use other’s voices • Make “who” & “what” very clear (it’s still a press story) • Think of it as more than just news.

Next Week’s Assignment

Write your long message…a blog, email message, or direct mail letter for your product.

– Make it relevant yet unexpected!– Focus on why!– Follow the tips for what works– Write it once, edit it, read it aloud, send to a

friend to test it, edit again!