COPYWRITINGYOUR AUDIENCECAN SAVOR

BEYOND CL ICKBA I T :

Content Marketing | Christina Dillmann

1 .READ A LOT

"If you don’t have time to

read, you don’t have the time

— or the tools — to write.

Simple as that."

- Stephen King

Read to learn what works &

what doesn't. Read a range.

2 .GRAMMAR

Foundation = Everything you

write is built on grammar. You

can have the most beautiful

description, intriguing

plot, hilarious characters but if

you don't have grammar -- it

doesn't have the muscle to

stand. Master this.

3 .DO YOURHOMEWORK Know your company’s:

Mission

Vision

Core Values

G.O.S.T. Analysis

Target Market

Research anything you write.

Cure for writer's block?

Do the Research.

4 .HAVE A PLAN To deliver on what your

writing needs to accomplish

you need to have a plan that

is:

* Specific and clearly stated

* Measurable and based on

data (include KPIs)

*Attainable and realistic

*Relevant

*Time-bound (deadlines)

EXAMPLES Do a “macro” plan showing all your marketing tactics:

Break-out each tactic its own plan on a separate sheet:

EXAMPLES Plot KPIs for each tactic and address how each tactic ties into the

overall marketing plan’s objective & how that KPI will be

measured

5 . IT NEEDS TOMAKE SENSE 1. Mission, Vision & Objective

Connect back to the mission,

vision and marketing plan

objective! Put writing to work!

2. SEO

Perform a keyword search

when it comes to your blog

posts and web content. No

black holes! Writing needs to

be found.

6 .WRITE FORAN AUDIENCE

Know your company’s brand

personality and brand voice.

Identify your target market

and buyer persona. Use brand

voice to write to your buyer

persona. Address them

directly, imagine you are

writing them a letter.

Brand personality is the

personality of your company.

Create your brand personality

based on what brand identity

your target market would

want to engage with. What

personality represents your

company best?

Brand voice the voice of your

brand personality.

7 .TELL A STORY “Only connect.” – E.M. Forster

Business writing does not

have to be bland. It can be

innovative, after all your

readers, your customers — are

real people.

*Tell a story

*Connect: Speak to them

Good visual example of storytelling:

*Shows experience of running

*Sound of running in ad = music

Here's an example of the power of

what words can do

Use Poetry as an Example -- Achieve:

* Rhythm in writing -- hear the music

* Strip down to core -- be succinct

8 .BE TRUSTWORTHY

Be ethical.

Trust is your currency.

Uphold the company’s core

values and ethics, and uphold

your own.

9 .PRACTICE , PRACTICE ,PRACTICE

Write a lot.

Edit more.

Write fast.

Edit slow.

10 .EDIT

“Writing is selection. Just to

start a piece of writing you

have to choose one word and

only one from more than a

million in the language. Now

keep going. What is your next

word? Your next sentence,

paragraph, section, chapter?

Your next ball of fact. You

select what goes in and you

decide what stays out.”

– John McPhee

Writing is omission; it whittles

down a larger concept to its

very core, that only the

essence is on the page. The

rest has been consumed,

digested, and the excess

burned away so only the

central spark remains. To get

there: Write a lot & fast. Edit

more & slow.

.

The End!