what is copywriting? advertising techniques from madmen
TRANSCRIPT
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“WHAT I’VE LEARNED CREATING OVER
WORTH OF WINNING OFFERS”
$250,000,000
Digital MarketerCo-Founder
Native CommerceCo-Founder
Digital RetailersAssociationCo-Founder
• Copywriter • Investor • Advisor
• Singer • Fisherman • Foodie
• research meeting • hook meeting • copy meeting • build meeting
the ogilvy process
“people buy things that make them feel
better about themselves”
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-David Ogilvy
“people buy things that move them away from pain”
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-tony robbins
“people buy things that tell others and reminds themselves
who they are”[email protected] 512-971-5049 (text first)
-perry belcher
“We are having a baby!” -Any Questions?
[email protected] 512-971-5049 (text first)
[email protected] 512-971-5049 (text first)
Reasons people buy things• To be liked • to be appreciated • to be right • to feel important • to make money • to save money • to save time • to make work easier • to be secure • to be attractive • to get sex
• to be comfortable • to be distinct • to be happy • to have fun • to gain knowledge • to be healthy • to gratify curiosity • for convenience • out of fear • out of greed • out of guilt
“ADVERTISers WHO IGNORE RESEARCH ARE AS DANGEROUS
AS GENERALS WHO IGNORE DECODEd ENEMY SIGNALS.”
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-david ogilvy
“where is the hole in the market”
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“quality, speed, design, service, selection,
price, ease”
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Body Shop Example
hot pizza, delivered in 30 minutes or less
or it’s [email protected] 512-971-5049 (text first)
• buy/record everything • product research • competitive research • social research
meeting #1 action items
finally, giant, softball sizedstrong scented bath bombs that freshen the room in 30
seconds -guarantee -for half the price of lush
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Sensational Lawnswe sell saturdays
• assign copy • assign art • assign tech • assign scrum master
meeting #2 action items
c.onfusing u.nbelievable b.oring
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cub review rules
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• 3-4 people is best • markups are done silently • only positive feedback • 50% or more suggest change • re-writes take only 1 day
or… repeat step 2
• finalize copy • finalize art • finalize tech • assign to build
meeting #3 action items
• typos and grammar • functionality • congruency / flow • price / tech • buyer experience
play customer
• approve build • assign communications • alert customer service • release your offer
meeting #4 action items
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text me your name and email for my slides
TOO MUCH? HAVE IT ALL…DONE FOR YOU!
GOBY OUR BOOTH NOWANDCONTACT US
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