copywriting winter 2017 week 1
TRANSCRIPT
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COMM 9159COPYWRITING
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What is Copywriting?Creating and distributing the right content
to the right audience
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All Communication is:
Purposeful
Economical
Audience-oriented
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WHAT IS IT?
“ I just want to get people to buy stuff.”
So stop asking and start giving
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There is no pleasure without pain
No pain, no gain
I’m going to great pains
Growing pains
She is feeling no pain
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Eliminating the risk of loss is
even more attractive
than the prospect of gain
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Your audience
What do they care about?
What is their biggest problem?
How can you help them solve it?
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“We aren’t in the coffee business, serving people.
We are in the people business, serving coffee”.
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It’s not about you
It’s about YOU
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Target Market
I am NOT a target market!
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Benefits
Trust
Objections
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Target MarketGeographic
physical location
Demographicage, gender, education, income, ethnicity, sexual orientation
Psychographicpsychological traits, characteristics, or lifestyle
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iROBOT
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Psychographics = Precise Selling
Personality traits
Values
Attitudes
Interests
Lifestyles
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Demographics vs. Psychographics
Demographic Information:• Female• Aged 45-65• Married, 2 children• Dealing with issues of weight gain, diabetes, lack of energy or
hormonal imbalance• Household income $100K+
Psychographic Information:• Concerned with health and appearance• Wants a healthy lifestyle, but doesn’t have much time• Enjoys going online in the evenings, big fan of Pinterest• Tends to favor quality over economy• Finds fulfillment in her career and family• Values time with a small group of friends
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Psychographic exercise
1. “knit one – pearl two”: 25 y.o F , Toronto2. Subway shopping lady: 68, widow, Toronto, takes transit, shops at
Sobeys3. South Asian man: 45 y.o., married, immigrant, professional
degree, doesn’t work in profession, renter4. Lawyer guy: mid 50s, Toronto, 2 kids, wife works5. University student: 19 y.o, born in Lebanon, from Halifax, studies
in Toronto6. Property manager: 28 y.o., married, lives in Toronto, originally
from Edmonton, studies part-time7. 413 Area code: Calgary mother of two, 44 y.o, nurse, divorced8. Mr. GM: Factory shift worker, Oshawa, 45 y.o, 2 kids
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Psychographic exercise
9. Divorced dad: 54 y.o, twice-divorced, university-aged son, Toronto
10. All the single ladies: Vancouver, 35 y.o., single, yoga instructor
11. Asian mom: Markham, 45 y.o, 2 teenage boys, married
12. New Canadian mom: 35 y.o., industrial designer, married, works in Iqaluit
13. Fashion photog: 40, single GWM, professional photographer, Toronto
14. Can I call you doc?: Heart surgeon, Toronto, married, 3 grown children
15. Vet tech: 36 y.o. woman, cohabitating, renter, no kids, urban
16. Tennis lady: Widowed, mid 70s, active, 3 grown kids, cottage, travels
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Psychographic exercise17. Part-timer: 21 y.o. college student, works part time, lives
at home, suburban
18. Designing woman: mid 50s, urban, partnered, travels extensively for work
19. Korean florist: mid 50s, married, urban, runs a family business, two university-aged kids
20. Military college: 22 y.o engineering student, Kingston, lives in residence
21. Can’t decide: 24 y.o. part-time college, part-time work, dropped out of univeristy program, renter, cohabitating
22. EMT: 32 y.o., no steady girlfriend, Toronto, lives at home
23. Family farm: 27 y.o. lives near Leamington ON, working with father on tobacco farm