pub talk: the p.o.w.e.r. of copy with matt fey
TRANSCRIPT
The P.O.W.E.R. of Copy5 TIPS TO MAXIMIZE YOUR CATALOG COPY
We do good work that works.We have for 33+ years.
WHO AM I?Matt Fey, Idea Brothel
IS ANYONE ACTUALLY READING THIS?
IS ANYONE ACTUALLY READING THIS?
SERIOUSLY. ARE YOU READING THIS?
IS ANYONE ACTUALLY READING THIS?
SERIOUSLY. ARE YOU READING THIS?
No, really, are you? Well, what about this?
IS ANYONE ACTUALLY READING THIS?
OK, BUT ARE YOU READING THIS?
No, really, are you? Well, what about this?
Surely you’ve given up by now I can just type anything I want.
BREAKING: NO ONE READS!
SOLUTION:GIVE UP.
PROBLEM SOLVED.QUESTIONS?
TV
CATALOGS
WEBSITES
SOCIAL
MAGAZINES
5,000+Number of brand
messages people are exposed to every day.
5,000. Every. Day.
1
23
45
5
5
5
5
So, how do we get people to READ our copy?
?
P.O.W.E.R.IN A WORD…
(technically it’s an acronym)
POWER
PROCRASTINATE OWER
PROCRASTINATE OWER
POSITIONOWER
POSITION• Celebrate YOUR brand
• Convey your unique selling proposition
• What can you – and only you – sayP
POSITION OMISSIONWER
OMISSION• Remember, nobody reads
• Less is more
• Choose your words – and word count – carefullyO
POSITION OMISSIONWITTICISMER
WITTICISM• Bring the funny
• Humor prompts memory
• Don’t force itW
POSITION OMISSIONWITTICISMEMOTIONR
EMOTION• People want to connect
• Embrace your advocates
• Give them a reason to believeE
POSITION OMISSIONWITTICISMEMOTIONREACTION
REACTION• DO SOMETHING
• A call to arms
• Compel engagementR
POSITION OMISSIONWITTICISMEMOTIONREACTION
POSITION OMISSIONWITTICISMEMOTIONREACTION
POSITION OMISSIONWITTICISMEMOTIONREACTION
POSITION OMISSIONWITTICISMEMOTIONREACTION
1 WORDS
HAVE POWER
2 FIND
YOURPOWER
3 WRITE
THEPOWER
QUESTIONS?(For real this time.)
THANK YOUEmail [email protected]