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Lesson 15

Lesson 15 . Today: Discuss trends in final assignments Writing tips pertinent to these trends In-class exercise. Lesson 15. But first: you have 2 minutes to write the perfect caption to this photo. Leave your name off the submission. Best wins a bauble! . Lesson 15.

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Lesson 15

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  1. Lesson 15 • Today: • Discuss trends in final assignments • Writing tips pertinent to these trends • In-class exercise

  2. Lesson 15 But first: you have 2 minutes to write the perfect caption to this photo. Leave your name off the submission. Best wins a bauble!

  3. Lesson 15 One: Campaign – all members of same army working together, attacking in their own way.

  4. Lesson 15 Campaign – all members of same army working together, attacking in their own way. • Concept is their uniform

  5. Lesson 15 Campaign – all members of same army working together, attacking in their own way. • Concept is their uniform • The function differs between soldiers

  6. Lesson 15 • The function differs between soldiers MEANING?

  7. Lesson 15 You can’t bomb the cities with a submarine. • So don’t send in brochure copy to do a web page’s job

  8. Lesson 15 One B: Dated approach to web writing. “I don’t like a lot of text on my web page, man. It deserves a clean ethic.”

  9. Lesson 15 “I don’t like a lot of text on my web page, man. It deserves a clean ethic.” Excrement!

  10. Lesson 15 One B: Dated approach to web writing. You need text on your page to be searched and found. Images aren’t searched, text is. You lose 50% of your audience with every click! That’s why you want to be searchable and complete on each page.

  11. Lesson 15 Two: Formulaic headlines Ask about: “Hey, Louie, gimme a numba 7!” Oh goodness. Please be creative.

  12. Lesson 15 Two: Formulaic headlines “Your child is busy enough being a child. New <INSERT PRODUCT HERE> lets them be!”

  13. Lesson 15 Two: Formulaic headlines “<X> is hard/difficult/challenging. <Y> shouldn’t/doesn’t have to be.”

  14. Lesson 15 Two: Formulaic headlines “<INSERT PRODUCT HERE> is a little pain but a big problem solver!”

  15. Lesson 15 Two: Formulaic headlines “<INSERT PRODUCT HERE>! More time. More money. More love.”

  16. Lesson 15 Two: Formulaic headlines “<INSERT PRODUCT HERE>! Big money. Big love. Big Time.”

  17. Lesson 15 Two: Formulaic headlines “It is a sin to bore your reader.” Who said that?

  18. Lesson 15 Two: Formulaic headlines “It is a sin to bore your reader.” That’s right: David Ogilvy

  19. Lesson 15 Two: Formulaic headlines “It is a sin to bore your reader.” – David Ogilvy

  20. Lesson 15 Two: Formulaic headlines “It is a sin to bore your reader.” – David Ogilvy But the Hoff would agree.

  21. Lesson 15 Tip: When headlines don’t immediately come to you, write the body copy first. Your headline will magically appear. Even if you think you have a headline, it’ll be improved or replaced once you write the body copy.

  22. Lesson 15 Three: All of the campaign is DM. The brochure needs the offer and deadline.

  23. Lesson 15 Four: Really long sentences that, like, take a long time to finish and really don’t because the writer added to them with conjunctions like ‘and’ and ‘because’ and ‘as’ but interesting how nobody ever uses ‘notwithstanding’ and ‘heretofore’ or even ‘nonetheless’ and stuff like that.

  24. Lesson 15 Tip: Be succinct.

  25. Lesson 15 Tip: Be succinct but not lazy. Write all the copy. Then go back and say the same with 20% fewer words. Yes, you can.

  26. Lesson 15 How to write to your customers online: • Avoid the online brochure

  27. Lesson 15 How to write to your customers online: • Avoid the online brochure • Avoid industry jargon

  28. Lesson 15 How to write to your customers online: • Avoid the online brochure • Avoid industry jargon • Don’t start with ‘Welcome to Company X’

  29. Lesson 15 How to write to your customers online: • Avoid the online brochure • Avoid industry jargon • Don’t start with ‘Welcome to Company X’ • ‘You’ not ‘we’

  30. Lesson 15 How to write to your customers online: • Avoid the online brochure • Avoid industry jargon • Don’t start with ‘Welcome to Company X’ • ‘You’ not ‘we’ • Benefits first, features second

  31. Lesson 15 How to write to your customers online: • Avoid the online brochure • Avoid industry jargon • Don’t start with ‘Welcome to Company X’ • ‘You’ not ‘we’ • Benefits first, features second • Many paragraphs. Short sentences. Consider how people read online

  32. Lesson 15 How to write to your customers online: • Avoid the online brochure • Avoid industry jargon • Don’t start with ‘Welcome to Company X’ • ‘You’ not ‘we’ • Benefits first, features second • Many paragraphs. Short sentences. Consider how people read online • Don’t inundate paragraphs with key phrases. If they work, use them.

  33. Lesson 15 How to write for search engines: • Research and use key phrases, not words

  34. Lesson 15 How to write for search engines: • Research and use key phrases, not words • Aim for 250 words per page. You need text to be noticed

  35. Lesson 15 How to write for search engines: • Research and use key phrases, not words • Aim for 250 words per page. You need text to be noticed • Use a key phrase approximately 3 – 5 times each 100 words

  36. Lesson 15 How to write for search engines: • Research and use key phrases, not words • Aim for 250 words per page. You need text to be noticed • Use a key phrase approximately 3 – 5 times each 100 words • Use a key phrase at beginning, middle and end (provided it’s not forced)

  37. Lesson 15 How to write for search engines: • Research and use key phrases, not words • Aim for 250 words per page. You need text to be noticed • Use a key phrase approximately 3 – 5 times each 100 words • Use a key phrase at beginning, middle and end (provided it’s not forced) • Put key phrases in heads, subs, beside links – where they’ll be noticed

  38. Lesson 15 Targeting • Specifics make a picture you can talk to • And they indicate which buttons to press (someone who subscribes to pets magazine is likely more sympathetic to a message from the Humane Society)

  39. Lesson 15 Targeting – • Specifics make a picture you can talk to • And they indicate which buttons to press “Adults, male and female, 16 – 94, urban/rural. They have faces and may have children and/or pets.”

  40. Lesson 15 Targeting – • Specifics make a picture you can talk to • And they indicate which buttons to press “Adults, male and female, 16 – 94, urban/rural. They have faces and may have children and/or pets.” This is fuzzy targeting. It leads to fuzzy work.

  41. Lesson 15 Direct marketing is a 1-to-1 communication. • A letter is a personal message from a human to a human Everybody knows this. Even little kids.

  42. Lesson 15 Direct marketing is a 1-to-1 communication. • A letter is a personal message from a human to a human “Dear Santa, I want a Cabbage Patch kid. Give Rudolph my love and don’t eat too many cookies. Love, Timmy”

  43. Lesson 15 Direct marketing is a 1-to-1 communication. • A letter is a personal message from a human to a human • So salutation and sign-off! Meaning? The letter didn’t come from an institution but from an individual.

  44. Lesson 15 Direct marketing is a 1-to-1 communication; a conversation. Dear <Human Name> Sincerely, <Human Name> Rep of Institution

  45. Lesson 15 Almost always, a personal story to open was more compelling than fearsome stats.

  46. Lesson 15 Almost always, a personal story to open was more compelling than fearsome stats. “My grand-daughters, Taylor-Abbey and Lakweesha, were struggling for their lives on this day last year rather than sitting on Santa’s lap.”

  47. Lesson 15 Almost always, a personal story to open was more compelling than fearsome stats. “My grand-daughters, Taylor-Abbey and Lakweesha, were struggling for their lives on this day last year rather than sitting on Santa’s lap.” VS. Two in every million children get hangnails that threaten to kill them

  48. Lesson 15 Almost always, a personal story to open was more compelling than fearsome stats. A) “My grand-daughter, Cynthia, was struggling for her life on this day last year rather than sitting on Santa’s lap.” VS. B) Two in every million children get hangnails that threaten to kill them A is more personal. Which makes it a letter. B belongs in a brochure.

  49. Lesson 15 There was not a single post-script. The fault of the instructor? Probably. When you’re working, you’ll be badgered to write PSs. Do it sparingly and make them post-scripts, not repetitions of the offer.

  50. Lesson 15 There was not a single post-script. The fault of the instructor? Probably. When you’re working, you’ll be badgered to write PSs. Do it sparingly and make them post-scripts, not repetitions. PS. We’ll revisit this subject next semester.

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