Copywriting II
The marketing planand how it helps us choose our
words.
Copywriting II
A few things you need to know:
• Shirin Khosravaneh [email protected]
• Notes on Slideshare slideshare.net/thenewsgenerator
• Final marks available 1 week after the end of class
Course Outcomes
Course Outline
Course outline and objectives
Marketing Plan Advertising Web Marketing Sales Presentations
You are here
Shifting gears
CCCCPPPP
Product
Price
Promotion
Place
Consumer
Cost
Communication
Convenience
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
Target Market
• Find niche or target markets for your product and describe them.
• If you say that your target customer is "everybody" then nobody will be your customer.
“We aren’t in the coffee business, serving people.
We are in the people business, serving coffee”.
Product
• 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?
The writing process
Applying the marketing plan to our work
The writing process
Copywriting process
Gather initial research and gain an understanding of the business:
• The customer• The product• The business• The offer
Target MarketThe strategic focus of a business or marketing plan.
I am NOT a target market!
I am NOT a target market!
Your customers
• What do they care about?
• What is the biggest problem they face?
• How can you help them solve it?
Build a perfect customer
• Who are they?
• What are their habits?
Building a perfect customer
• Outline features and benefits
• Stories that drive interest (pain point)
• Testimonials
• The buying process
Building the perfect customer
• Determine goals (leads, sales)
• Secondary goals• Dispel rumours• Answer questions• Build credibility• Build brand• Eliminate misconceptions• Differentiate from competition
Conduct research
• Assess current marketing materials• Packaging• Website• Collaterals
Conduct research
• Look at the competition
• Hang out on social media
• Join groups on Linkedin / forums
What is a hook?Essentially, it’s your story
• Fear (pain)• News story / seasonality / trend• Success story• Factoid (did you know?)• Sensational claim• Major benefit• Sense of urgency
Back to the process
• Create an offer
• Opening or introduction
• Tell a story
• List of F + B
• Expand on the key elements
• Create a sense of urgency
The process
• Rearrange the flow
• Edit and expand
The Communications Process
• Sender
• Message
• Channel
• Noise
• Receiver
• Feedback
The Communications Process
Sender
Message
Channel
Noise
Receiver
Feedback
The Seven-Stage Marketing Strategy
StrengthsStrengths WeaknessesWeaknesses
OpportunitiesOpportunities ThreatsThreats
SWOT analysis and copy
By articulating SWOT you develop copy that describes what the product does and for whom.
Draw out the F+B
Mission statement
Know your competition and USP
• Competition
• USP (what we have that the competition does not)
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…”
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
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.