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Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 1
Radio Advertising Bureau Webinar
Member Response
member_response@rab.com
800‐232‐3131
Effective Copywriting
www.RAB.com
Radio Advertising Bureau Webinar
Jeffrey HedquistPresident & Creative DirectorHedquist Productions, Inc.
What We’ll Cover
• Audience Needs Analysis
• The Wall of Mediocrity
• Writing With A Sensory Approach
• Metaphor Bridges
• Frameline Magnetism
• RAB Resources
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 2
Hedquist Productions, Inc.
Jeffrey Hedquist
www.Hedquist.com
Jeffrey@Hedquist.com
Client Discovery
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 3
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 4
Audience Needs Analysis
Wall of Mediocrity
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 5
Get Them Talking
• How does your audience feel about you now?
• How would you like them to feel?
• How did you get into the business?
• What’s the worst thing that’s happened?
• The best thing?
• What do people not know about your business that they
should?
• What do you do that’s special and different that no one
knows about?
Audience Needs Analysis Questions
• Why do customers buy from you?
• Interesting customer stories.
• The most surprising, unusual thing that’s happened to you
or to a customer?
• What keeps you awake at night?
• Secret recipes, techniques, skills or history?
• What do your competitors have or do that you don’t?
• What do you have or do that your competitors don’t?
Questions (Continued)
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 6
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 7
• 5 ways to activate the senses
• 3 techniques to break through
• The most powerful technique
Coming up…
Writing: the sensual approach
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 8
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 9
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 10
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 11
Test Drive
Metaphor Bridges
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 12
Hooks to the Familiar
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 13
Frameline Magnetism
The Bob Newhart Technique
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 14
Radio Hed Lines
Complimentary subscription
www.Hedquist.com
$40, Free ShippingJeffrey@hedquist.com
60-Second Copywriter
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 15
www.RAB.com
RAB Resources
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 16
www.RAB.com
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 17
www.RAB.com
Write Right, Effective CopywritingRAB Webinar July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 18
John Potterjpotter@rab.com
800-232-3131
Thank you for joining us!
RAB Member Responsemember_response@rab.com
800-232-3131
Jeffrey Hedquistwww.Hedquist.com
Jeffrey@Hedquist.com641-472-6708
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