Copywriting III
Copywriting III
Copywriting III
A few things you need to know:
• Kevin O’Doherty [email protected]
• Shirin Khosravaneh [email protected]
• Notes on Slideshare
• Marks available 1 week after the end of class
Course Outcomes
Course Outline
Course outline and objectives
Strategy Direct Mail Web copy Public relations
Marketing Plan
The ten step marketing plan overview
Are you kidding? This again?
Actually marketing strategy
1. Where are we now
2. Where do we want to go
3. How can we go there
4. How can we control it
Integration of marketing, advertising and pr
“The consumer owns the brand”
So stop sending mixed messages
Filling market needs
and reaching marketing objectives
Specific tactics are an outgrowth of the overall plan
Marketing tactics
CRM
Landing pages
Direct marketing
Search engine advertising
Public relations
Marketing strategiesAll marketing strategies are dynamic
Marketing strategies change
Because of changes to: • Market dynamics patterns including seasonality • Customers - demographics, market segment,
target markets, needs, buying decisions • Product - what's out there now, what's the
competition offering • Sales targets and benchmarks
Shifting gears
CCCCPPPP
Product
Price
Promotion
Place
Consumer
Cost
Communication
Convenience
SWOT analysis
strengths
weaknesses
opportunities
threats
SWOT analysis and copy
Understand the business model• Development and implementation
Consumer
Defining the needs of the user (targeting)
Cost
What are the consumer’s cost involved with acquisition or change?
Communication
• Advertising
• Public relations
• Personal selling
Convenience
• Ease of buying
• Ease in acquiring information about product
• Channel (s)
Marketing strategies
Based on 4 types of business:
• Leader
• Challenger
• Follower
• Nicher
Marketing strategies
• Customer segments
• Value proposition
• Channels
• Customer relationships
Customer Segments
• Mass market
• Niche market
• Segmented
• Diversified
• Multi-sided
Value proposition
• Accessibility “build a diversified investment portfolio”• Newness “get the latest smart phone”• Performance “More powerful, faster”• Customization “A plan built for you”• “get the job done” “Let us worry”• Design “Stand out in a crowd”• Status “A special sense of belonging”• Price “No frills”• Cost reduction “Turnkey solution”• Risk reduction “Guarantee”• Usability “Download right from your phone…”
Channels
• Personal sales
• Web sales
• Bricks and mortar
• Partner stores (VARs)
• Wholesalers
Channel phases – how and what?
• Awareness
• Evaluation
• Purchase
• Delivery
• After-sales service
Customer relationships
1. Personal assistance
2. Dedicated personal assistance
3. Self-service
4. Automated services
5. Communities
6. Co-creation
The Marketing Plan
1. Assess the market
2. Target your customers
3. Set clear goals
4. Determine a budget
5. Clarify your position
6. Create key messages
7. Select your media
8. Build a marketing dashboard
Your customers
• What do they care about?
• What is the biggest problem they face?
• How can you help them solve it?
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Targeting through headlines
• Not “do you want?”
but
• Which of these do you want?
Targeting through headlines
• eliminating the "risk of loss" is even more attractive to the reader than the "prospect of gain."
How many of these headlines are questions?
• ask a question – “Do you have…?”
• excite curiosity - “How to …”
• issue a challenge – “Can you get…”
Set clear goals - Objectives and bottom line
Specification of a product or a service so that it is understood by the right target audience
Promotion of a product or a service so that the appropriate target audience makes an order
Creation of interest and demand on the shopper’s side
Building awareness of products and services Building the right company and brand image
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Creating brand identity
creativeindependent
emotional
conscientious
rugged
friendly
stabletraditional
A leader
adventurous
proud
males
males males
females
females
females
create branded language
What we do For whom
how
Unique selling proposition
Key message (s)
What is the one thing I want my audience to know?
Concise: avoid jargon and acronyms
Active: make every sentence active
Positive: talk about what you can do, not what you can't
Short: one memorable sentence, 10-15 seconds to say.
Specific: address a particular challenge and audience
Marketing Dashboard