Slides from my talk at Bamboo Juice. www.poppycopy.co.uk

1. flickr.com/andybudd
Paul Annett (used with permission)

2. Clearleft clearleft.com

3. Extreme freelancing flickr.com/adactio

4. From Site to Sites
flickr.com/adactio

5. Visually minded flickr.com/benward

6. Caught unawares
flickr.com/fizzkitten

7. Not his forte
flickr.com/b0xman

8. Speech! Speech! flickr.com/dfluff

9. paulannett.co.uk/
flickr.com/cackhanded
sxsw09

11. Copy:
Hell, yes, it’s
important!

12. “But I don’t DO
writing!”

13. Reading

14. Swipe File

15. Write letters

16. Be
authentic

17. Playing
Copy Tetris

18. Copy
writing
in 20
minutes

20. Takeaway copy: KFC

21. Know
What are the benefits?
Now, what are
the real benefits?
photo: Ben Ward

22. Feel
(I don’t know about you
but I feel intensely
worried on that little
girl’s behalf.)
Photo: kevindooley

23. Call
to action
Make like a toddler:
“NOW! NOW! NOW!”

24. First, make a list of every feature of your
product or service.
Second, ask yourself why each feature is
included in the first place.
Third, take the “why” and ask “how” does
this connect with the prospect’s desires?
Fourth, get to the absolute root of what’s
in it for the prospect at an emotional level.
from copyblogger.com

25. Mockup: Irregular Shed

26. Fotofakr.com
Startup company, has webapp
that puts filters on photos to
make people look more attractive

27. Fotofakr.com
- targeted users
Companies sexing up employee
photos for brochures
Teenagers/Twenty somethings on
social networks (for profile pics
and similar)
Mothers hoping to make their
kids look extra-cute for family
Christmas card

28. Direct headlines
“Fotofakr Fotobooks - 20% off”

29. Indirect headlines
“Save money while saving face”

30. This is the News!
“Fotofakr launches to wide derision by
beautiful people”

31. How to
“How to make every freckle fade.”

32. Question?
“Do the words ‘Please include photo’ fill
you with dread?”

33. Commands
“Put the sex back into sexual harrassment
- fotofakr.com your secretary today”

34. Ways and Whys
(otherwise known as diggbait) “10 ways to
create a man-catching photo” or “5 reasons
why you’re too ugly to make the board.”

35. The End
(or rather, The Beginning)