Copywriting The marketing plan and how it helps us choose our words.
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Copywriting
The marketing planand how it helps us choose our
words.
The Communications Process
• Sender
• Message
• Channel
• Noise
• Receiver
• Feedback
The Communications Process
Sender
Message
Channel
Noise
Receiver
Feedback
The Communications Process
Where is all that Noise coming from?
The Communications Process
Where is the motivation?
15% off, FREE, Contest, Money Back Guarantee
The Marketing Plan
1. Market research
2. Target market
3. Product
4. Competition
5. Mission statement
6. Market strategies
7. Pricing, positioning and branding
8. Budget
9. Marketing goals
10. Monitor your results
Product or Service
• Describe your product.
• How does your product relate to the market
• What does your market need
• What do they currently use
• What do they need above and beyond current use?
Market strategies
• Networking and Word-of-mouth - go where your market is • Direct marketing - sales letters, brochures, flyers, posters • Advertising - print media (newspaper ads), electronic media
(television ads, radio ads, infomercials), OOH (out of home – transit ads, billboards) directories
• Training programs - teleclasses, webcasting• Write articles, public speaking, give advice, seminars, newsletter
(print or electronic), become known as an expert in your chosen field.
• Direct/personal selling, door-to-door, telemarketing• Publicity/press releases, articles• Trade shows, contests, sweepstakes, charity events, special events• Web site (banner ads)• Incentives (Take-one box, gift certificates)• Yellow pages
The Seven-Stage Marketing Strategy
StrengthsStrengths WeaknessesWeaknesses
OpportunitiesOpportunities ThreatsThreats
The Seven-Stage Marketing StrategyDefine the product or service and describe its attributes
The factFeature: The coffee cup has a no-spill lid
The promise:Benefit: You will never stain your clothes ever again
The value:Enjoy a cup of coffee without worrying
Know your competition and USP
• Competition
• USP (what we have that the competition does not)
Understand business environment
• Economic
• Political
• Legal
• Social/Cultural
• Technological
Promotional Strategy Objective
• Fulfillment
• Target Market’s desire
• Brand Awareness
Write your sales message
Inform target market what they can get
Slogan: There are 364 practice days but only one St Patrick’s Day.
The Marketing Plan
1. Market research
2. Target market
3. Product
4. Competition
5. Mission statement
6. Market strategies
7. Pricing, positioning and branding
8. Budget
9. Marketing goals
10. Monitor your results
How marketing plan applies
• Competitive advantage• Specificity of language• Consistent relationships• Inform everyone about priorities• Resources for implementation• Engage all team members• Set objectives• Gain commitment
How marketing plan applies
• Situation – where am I?
• Objectives – where am I going?
• Strategy – how am I getting there?
• Tactics – details of strategy
• Action – who does what?
• Control - Metrics
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