Week 9 – Yet Another Humber Exclusive

1. Week 9 – Yet Another Humber Exclusive In Association with Steven Bochenek

2. Today’s Lesson • Tips for presenting • In-class Exercise • Guest Speaker: Guy Anderson, Copywriter at Euro RSCG Health

3. First – A Brain Stretcher! To get your creative tectonic plates shifting( ‘creative juices’ sounds gross) We’re playing for prizes: Top 4 get choco treats

4. But first – a brain-stretcher • Make a haiku about the stress of being a copywriting student. (3 lines, 17 syllables, a haiku is perfect for ADHD copywriters. Here are two examples.) Whitecaps on the bay A broken signboard banging In the April wind.

5. Today’s Lesson The baleful Labrador: “Why won’t you take me for a walk? You’re the dog!” You have 5 minutes. Write and submit one haiku without your name on the submission. The best 4 get chocos. 3 lines, 17 syllables on the stresses of being a copywriter in training.

6. Tips For Presenting • The night before: summarize what you want to say and write it down. • All the points you want to make. Summarize the brief. Find a hook or insight into the target.

7. Tips For Presenting • The night before: summarize what you want to say and write it down. • Then write the same thing in half the words.

8. Tips For Presenting • The night before: summarize what you want to say and write it down. • Then write the same thing in half the words. Then make simple notes, ideally 1-4 words, that’ll remind you of those thoughts.

9. Tips For Presenting For instance, here’s a set-up for your ‘1-Jab Diabetes Stick For Kids’ presentation. You want the client to remember back to that time in grade 4 when they weren’t picked for the murder ball team and how that felt. You could write: Grade 4; not picked; felt?

10. Tips For Presenting For instance, here’s a set-up for your ‘1-Jab Diabetes Stick For Kids’ presentation. You want the client to remember back to that time in grade 4 when they weren’t picked for the murder ball team and how that felt. You could write: Grade 4; not picked; felt? Repeat this exercise for all the points you’ll make.

11. Tips For Presenting • The night before: summarize what you want to say and write it down. • Then write the same thing in half the words. • Then make simple notes, ideally 1-4 words, that’ll remind you of those thoughts. For instance: as a set-up for the 1-Jab Diabetes Stick For Kids, you want the client to remember back to that time in grade 4 when they weren’t picked for the murder ball team and how that felt. • Put all those notes in huge type on one page. They’re easier to read.

12. Tips For Presenting The day of: Dress well. It says: creative people aren’t flakes; they’re serious business thinkers who’ll help you sell more 1-Jab Diabetes Sticks. • Don’t overdress. • Just slightly up from your clients.

13. Tips For Presenting • The day of: Dress well. • It says: creative people aren’t flakes; they’re serious business thinkers who’ll help you sell more 1-Jab Diabetes Sticks. • Stand, don’t sit. It puts you at a psychological advantage. See? They can’t take their eyes off him.

14. Tips For Presenting • The day of: Dress well. • It says: creative people aren’t flakes; they’re serious business thinkers who’ll help you sell more 1-Jab Diabetes Sticks. • Stand. It puts you at a psychological advantage. • Smile. If you’re nervous, say so. Vulnerability wins points.

15. Tips For Presenting • The day of: Dress well. • It says: creative people aren’t flakes; they’re serious business thinkers who’ll help you sell more 1-Jab Diabetes Sticks. • Stand. It puts you at a psychological advantage. • Smile. If you’re nervous, say say. Vulnerability wins points. • Look them in the eyes and speak slowly. • Follow your notes. Deviate if you want but come back to the script. • When you bring out the creative, look at it too with them. Make it the centre of attention.

16. Tips For Presenting • The day of: If you’re co-presenting, focus on the speaker when you’re not the one speaking. It shows the clients where their attention should be.

17. Tips For Presenting • The day of: It’s your little bit of Hollywood. Dare to be great!

18. In-class Exercise 1) 10 minutes: Follow the formula to present the concept of your coffee card. You’ll talk about the what the project called for, summarizing the brief, whom you’re speaking to and show how the concept fulfills the brief. Write the notes, summarize them, shorten them and make them BIG on 1 side of a sheet of paper. 2) Split into your groups and present to each other. By now, you should have 2 pieces of paper: your notes and your concept.