Copywriting I

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?

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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

A defined segment of the market that is the strategic focus of a business or a marketing plan. The members of this segment possess common characteristics and a relative high propensity to purchase a particular product or service.

Because of this, the members of this segment represent the greatest potential for sales volume and frequency. The target market is often defined in terms of geographic, demographic, and psychographic characteristics.

Target Market

• Geographic

physical location

• Demographic

age, gender, sexual orientation, income bracket, and/or education

• Psychographic

psychological traits, characteristics, or lifestyle

Target MarketThe strategic focus of a business or marketing plan.

I am NOT a target market!

I am NOT a target market!

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?

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

Choose your target market

• Age

• Gender

• Income

• Other Factors

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

Put customers 1st

Problem = solution

Use language the customer understands (SEO)

Pain points

• 1927 – 1945 = Traditionalists

• 1946 - 1964 = Boomers

• 1965 – 1983 = Gen X

• 1984 – 2002 = Gen Y

• 2003 and on = Gen Z

The inverted pyramid

W5

• Set up the most important information at the top

• Don’t state the obvious

• Don’t get distracted

• Get to the point

Call to action

• Make people act

• Get to the point. Save 15% or more…

• Back up your copy with numbers

• Keep it simple

• Test

Cluster exercise – word cloud