rise 2011: differentiate yourself through great copy
DESCRIPTION
This presentation was given at RISE 2011 by Erica Hess, principal of Plume, a marketing communications company in Austin, Texas.TRANSCRIPT
Welcome to
RIS E WEEK 2011Differentiate Yourself Through Great Copy
Hosted by Erica HessPrincipal, Plume
ERICA HESS@ericaplume
The opportunity: direct consumer connections.
The challenge: exploring the great inverted pyramid.
General background
The good news: copywriting isn’t about perfect prose.
Fragments galore! Tsk, tsk, Apple.
The goal: to clearly inform and persuade.
The keys: simplicity, specificity, sincerity.(Oh, and don’t be self-centered.)
I would have written a shorter letter, but I did not have the time.
- Blaise Pascal
Simplicity
A birdcage or…An avian containment solution?
A chubby clown or…a robust entertainment platform?
Hmm…can you clarify?
That’s not really helping.
Oh, I get it.
Ah, now my wheels are turning.
Specificity
Every box is packed with nature's best to help you thrive.
Stay fuller longer.As much protein as an egg.
Twice the protein and fiber of most cereals.
What does “thriving” entail?
Sincerity
Currently over 35% of the dairy we serve at Chipotle comes from pasture-raised cows. We are working to increase the number of our suppliers who provide pasture-raised dairy….
We believe in running an honest, open and ethical business. We don't speak with buzzwords and our business practices are open and straightforward.
As the single cup coffee market and our Keurig brewing systems grow in popularity, we understand that the impact of the K-Cup® Portion Pack waste stream is one of our most significant environmental challenges…
Don’t be self-centered (I/we overload). Focus on benefits to consumer.
What have you done for me lately?
- Janet Jackson
You may ask yourself…
How do I work this?
- David Byrne
Measure twice, cut once.
Purpose Statement
A definitive statement about the difference you are trying to make in the world. (What are you doing besides trying to
make money?)
Southwest Airlines: Giving people the freedom to fly.
Mission & Vision Statements
Mission: Near-term business focus.
Zappos: Delight people through great customer service.
Vision: The ultimate dream, if no obstacles existed.
Humane Society: Create a no-kill world.
Positioning Statement
Product (Company, Service, Person)
is the one category of product
that provides the target customer
with key benefit
because reason they should believe you can deliver the benefit
Elevator Speech & Message Map
Elevator Speech: The 1-minute summary of what you do.Message Map: A tool to frame the most
important points for each audience.
OVERALL MESSAGES (The top 3-5 things about your company)-Message #1-Message #2-Message #3
Audience #1 Audience #2 Audience #3
Key Message-Proof-Proof
Key Message-Proof-Proof
Key Message-Proof-Proof
Key Message-Proof-Proof
Key Message-Proof-Proof
Key Message-Proof-Proof
Helpful Resources
Read what your target audiences read! Go where they go!
PLUS:Associated Press StylebookElements of Style – Strunk & WhiteOn Writing Well – William ZinsserIt’s Not What You Sell, It’s What You Stand For – Roy SpenceWords That Sell – Richard BanyanSeth’s Blog – Seth Godin
Questions?
Thank You!
May the words be with you. Stay in touch.
RIS E S pecialty Membership Groups
In addition to our global online memberships, RISE supports specialty membership groups by coordinating meetings & speaker events, creating opportunities for members to connect and share ideas throughout the year. These help entrepreneurs capitalize on opportunities and combat those common feelings of isolation that accompany life at the top!
The four RISE Specialty Groups that are currently active in Austin include:
RISE: WomenRISE: Social Entrepreneurs
RISE: L/G EntrepreneursRISE: Multi-Cultural Entrepreneurs
For more information on membership and the specialty groups, please contact Chrissie Novak at [email protected] or at 512-807-1452.
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