Writing on Demand Breakthrough creative processes to inspire, transform

and accelerate your digital communications

@MaryOlivieriECD

ECD Copywriter Mentor Improviser

MARY OLIVIERI, EVP EXEC. CREATIVE DIRECTOR

@MaryOlivieriECD | @cbdmarketing | www.cbdmarketing.com

About Improvisation

Listen

Agree

Have a POV

Play the part

1

2

3

4

Listen.

Exercise 1 –

Free Association

Airport security

Line

Waiting

Waiting room

Reception

Greeting

Hello

Good-bye

In the hands of Freud and other psychoanalysts,

...I surmised that observing which parts of the brain are most active during free association would give us clues about the

neural basis of creativity. And what did we find? Sure enough, the association cortices were wildly active during REST.

free association—spontaneously saying whatever comes to mind without censorship—became a window

into understanding unconscious processes.

Dr. Nancy Andreasan, Secrets of the Creative Brain, Atlantic Magazine

(Lose your inner editor.)

YOUR turn!

Millennials

Politics

Air spring

Air spring

Bounce

Jump

Bump

Bumpy

Road

Drive

Truck

Tough

Guy

Girl

Hula

Agree.

Exercise 3 –

“Yes, and…” heightening

Exercise 4 –

“Yes, and…” Storytelling

Exercise 5 –

Write a subject line for an email

• Your company/client is sponsoring a new

award in the automotive industry

• Email

• C-Suite level execs in automotive industry

• “Thanks for your contribution to the industry as a whole. You’ve been nominated for the X Award!”

Criteria

engine

rev

accelerate

push

faster

speed

ticket

You were clocked going above and beyond.

19% 27%

Subject Line Quick Tips

More Tips Don’t use ALL CAPS or !!!!!!

50 characters or less (including spaces)

Use ’you/your’ pronouns (BUT don’t use their name – people are over that and it doesn’t help open rates)

Use local information if you can – e.g., – “James Hardie siding withstands East Coast storms”

Ask a question; tease content

OUR RX FOR YOU

Try 1-2 agreement exercises per week

Have a POV!

Exercise 6 –

“You look _____”

Exercise 7 – Write an internal subject line and email.

Topic: “Summer Fridays”

Email Quick Tips

Be specific – people scan their emails to get the gist quickly and prefer to hit delete

Make it meaningful to the recipient – stay focused on them and the benefits they will get

Make sure your subject line and email content work together

More Tips

Use powerful CTA language

OUR RX FOR YOU

Always define your POV before sitting down to write.

Play the part.

The communication between your body

posture and your feelings also goes the

other way. You can change the way you

feel based on how you hold your body.

You can change your brain chemistry, and

the actions you take or don’t take.

Susan Weinschank, PhD

ABOUT US – BEFORE

Our customers have trusted Firestone Building Products as the leading, single source for superior commercial roofing systems for 30 years. Our commitment to quality began more than a century ago with Harvey S. Firestone, founder of The Firestone Tire & Rubber Company, and his success and innovation in rubber polymer technology. Firestone Building Products is a subsidiary of Bridgestone Americas, Inc. (BSAM). BSAM is a subsidiary of Bridgestone Corporation, the world’s largest tire and rubber company. Today, we operate manufacturing facilities throughout North America, producing single-ply and asphalt-based roofing membranes, metal roofing panels, polyiso insulation and a full line of roofing accessories. From research and development through product manufacturing, we follow stringent quality control guidelines to ensure each component of a Firestone roofing system meets or exceeds industry standards. And, our environmental policy compliments our commitment to quality manufacturing. In addition to superior roofing products, we offer installation expertise and product support through our contractor services department and a worldwide network of roofing contractors, distributors and field sales representatives. The Firestone name is synonymous with quality, innovation and leadership. Through annual investments in research and development, we remain at the forefront of advances in roofing technology. Our commitment to superior manufacturing practices has earned ISO 9001 certification for all plants producing EPDM and asphalt-based roofing systems and polyiso insulation. In addition, all of our manufacturing sites operate in conformance with ISO 14001 standards and either formally registered to ISO 14001 standards or are self-certified with independent verification.

She walked the walk and talked the talk.

ABOUT US – AFTER

About us? Not really. It’s about you.

That may not be what you’re used to, but at Firestone Building Products we’re all about making your job easier—about being the company you can count on for every building performance solution you’re looking for, from roots to rooftops. It only becomes about “us” when we’re talking about the partnerships we have with our customers. And the importance we place on them. We believe you shouldn’t have to go it alone, which is why we take the entire building envelope into consideration—approaching each job with a sharp focus on the results you need to achieve. Because we know you’ve got a job to do. And that job is more than just getting the products you need for your projects. It’s getting a complete solution—exceptionally performing building materials backed by a brand you can trust, in combination with the services, support, warranty and expertise you need. All from people who are constantly looking at the big picture with you. How does your building need to perform? Reduce your risk and contact us. We’ll help you get there.. Firestone Snapshot. • World-recognized leader for over 100 years • Full building envelope of roofing, wall and specialty products • Environmentally committed to quality manufacturing • Worldwide network of distributors • Subsidiary of Bridgestone Americas, Inc. (BSAM—a subsidiary of Bridgestone Corporation) • ISO 9001 certified • Registered to ISO 14001 standards, or self-certified with independent verification

Exercise 8 –

Embodying a character

You’re the CEO

The New Normal of Modern Leadership

OUR RX FOR YOU

Try walking-the-walk then talking-the-talk at

least once a week.

Listen

Agree

Have a POV

Play the part

1

2

3

4

Thank you. Q&A

#MwM cbdmarketing.com

@MaryOlivieriECD @cbdmarketing