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Copywriters' Workshop

From the one-day workshop at the School of Visual Concepts led by Larry Asher, Creative Director, Worker Bees, Inc.

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Copywriters' Workshop

  1. 1. GREETINGS
  2. 2. HOW TO WRITE GOOD
  3. 3. WHAT’S ON TAP?
  4. 4. Our goal: Help you become a better, more convincing writer Our topics: Thinking strategically before you write Principles of persuasion The four essentials of all good writing Using your brand guide Pro tips Resources for continuing improvement
  5. 5. I’M LARRY ASHER
  6. 6. WHY LISTEN TO ME?
  7. 7. Come to the Swedish/Ballard ER housewarming. See something new in Ballard that isn’t a condo.
  8. 8. THAT’S ME. WHO ARE YOU?
  9. 9. PART 1: THINKING
  10. 10. My man-crush MY MAN CRUSH
  11. 11. Writing is thinking on paper.
  12. 12. Writing is thinking on 
 a screen.
  13. 13. ONE SENTENCE
  14. 14. CREATIVE BRIEF
  15. 15. BLANK SHOULD BLANK BLANK BECAUSE BLANK.
  16. 16. (AUDIENCE) SHOULD (ACTION) (PRODUCT) BECAUSE (BEST POSSIBLE REASON).
  17. 17. (Audience) 
 should (action) (product) 
 because (best possible reason).
  18. 18. (Marketers and creative people) 
 should (action) (product) 
 because (best possible reason).
  19. 19. (Marketers and creative people) 
 should (take classes) (product) 
 because (best possible reason).
  20. 20. (Marketers and creative people) 
 should (take classes) (at SVC) 
 because (best possible reason).
  21. 21. (Marketers and creative people) 
 should (take classes) (at SVC) 
 because (you’ll learn from top working pros).
  22. 22. (Audience) 
 should (action) (product) 
 because (best possible reason).
  23. 23. (Starbucks cafe customers) 
 should (action) (product) 
 because (best possible reason).
  24. 24. (Starbucks cafe customers) 
 should (buy) (product) 
 because (best possible reason).
  25. 25. (Starbucks cafe customers) 
 should (buy) (a Verismo system) 
 because (best possible reason).
  26. 26. (Starbucks cafe customers) 
 should (buy) (a Verismo system) 
 because (it lets you drink Starbucks lattes at home).
  27. 27. (Audience) 
 should (action) (product) 
 because (best possible reason).
  28. 28. (Active outdoor lovers) 
 should (action) (product) 
 because (best possible reason).
  29. 29. (Active outdoor lovers) 
 should (buy) (product) 
 because (best possible reason).
  30. 30. (Active outdoor lovers) 
 should (buy) (Timberland Boots) 
 because (best possible reason).
  31. 31. (Active outdoor lovers) 
 should (buy) (Timberland Boots) 
 because (they will keep your feet totally dry).
  32. 32. > LET’S WRITE A TAKEAWAY SENTENCE
  33. 33. FOR A PAST PROJECT. FOR A CURRENT PROJECT. FOR THE 
 MUSEUM OF GLASS.
  34. 34. Museum of Glass Creative Brief Deliverable: A rack brochure to be displayed in hotel lobbies and tourist attractions Objective: Increase visits to the MOG by Seattle visitors by 10% over the next year Audience: Visitors to Seattle with a cultural or art interests Competition: Museums in Seattle: SAM, SAAM, Sculpture Garden, Chihuly Gardens, Frye, Henry, MOHAI and other attractions that consume time and money Strategy: (You tell us.)
  35. 35. (AUDIENCE) SHOULD (ACTION) (PRODUCT) BECAUSE (BEST POSSIBLE REASON).
  36. 36. WATCHA GOT?
  37. 37. GET YOUR STORY DOWN
  38. 38. FIGURE OUT YOUR 
 CROW BAR
  39. 39. RECIPROCITYIf you do what I’m asking, I’ll repay you with something of value.
  40. 40. CONSISTENCYWhat I’m asking you to do is consistent with what I know you believe.
  41. 41. AUTHORITYExperts and figures of power agree that you should do what I’m asking.
  42. 42. CONSENSUSAlmost everyone in the same situation as you is doing what I’m asking.
  43. 43. SCARCITYYou should do what I’m asking, because this opportunity will go away.
  44. 44. LIKINGYou like me, don’t you? Well, then please do what I’m asking.
  45. 45. "MEN WANTED FOR HAZARDOUS JOURNEY. SMALL WAGES, BITTER COLD, LONG MONTHS OF COMPLETE DARKNESS, CONSTANT DANGER, SAFE RETURN DOUBTFUL. HONOR AND RECOGNITION IN CASE OF SUCCESS."
  46. 46. > LET’S WRITE A CONTENT OUTLINE
  47. 47. AN EXAMPLE:
  48. 48. WATCHA GOT?
  49. 49. PART 2: WRITING
  50. 50. 1. CLARITY
  51. 51. 2. SIMPLICITY
  52. 52. SIMPLE. NOT SIMPLE- MINDED.
  53. 53. www.berkshirehathaway.com/letters
  54. 54. BEWARE OF 
 ACTS OF LITERATURE
  55. 55. 3. BREVITY
  56. 56. 55% < 15 SECS.
  57. 57. 517 WORDS
  58. 58. TL;DR
  59. 59. VI;LR
  60. 60. 4. HUMANITY
  61. 61. IF LOGIC ALONE WORKED, NO ONE WOULD EVER SMOKE.
  62. 62. CLARITY SIMPLICITY BREVITY HUMANITY
  63. 63. THAT’S IT
  64. 64. NOT REALLY
  65. 65. 5. WATCH FOR WE
  66. 66. WIFM
  67. 67. 6. DON’T BRAG
  68. 68. 7. WRITE 3/4 COPY
  69. 69. Huh? What? Oh, I get it!
  70. 70. 3/4 COPY PARTNERS 
 WITHTHE VISUAL
  71. 71. CV>SC CC>SV
  72. 72. CV>SC
  73. 73. CV>SC
  74. 74. CC>SV
  75. 75. CC>SV
  76. 76. 8. STAY 
 ON-BRAND
  77. 77. 9. DON’T SOUND DUMB
  78. 78. GET A STUDY BUDDY
  79. 79. 10. DON’T… JUST DON’T!
  80. 80. 11. SURPRISE EVERYONE
  81. 81. 11. SURPRISE EVERYONE
  82. 82. 11. SURPRISE EVERYONE
  83. 83. Dear Washington State Democrat, As much as I hate to interfere in the election of another state (other than Florida), I feel that I must write in order to urge you to support Mark Sidran for Washington State Attorney General. I have known Mark since I was accidentally admitted to Harvard in the late 1960’s. Mark, who got in on merit and merit alone, was a classmate of mine, and has made something of himself. As you may know, he has spent the last 28 years as a prosecutor, Seattle City Attorney, and as a practicing lawyer. Mark’s experience is what I like to call one of his three E’s. The other two E’s are integrity and energy. Wait. Scrap integrity. Although Mark has it in spades, it does not start with an “E.” I remember learning that at Harvard. But I digress. Let’s get back to his experience. As City Attorney, Mark took on some of the most egregious corporate polluters in Puget Sound. I could name names, but I may be planning to run for public office in Minnesota someday, and why burn a bridge? As Attorney General, Mark will continue his fight on behalf of citizens by doubling the size of the state’s consumer protection division. Tired of finding out your senior citizen mother has been ripped off by scam artists? Besides telling your mom to be more alert, you can take action by electing Mark. Oh, now I remember the other two “e’s”. Endorsements and Electability. Besides me, Mark has been endorsed by every single Democratic county prosecutor in the state. These are people, who unlike me, actually know what the Attorney General does. Bill Gates Sr., former president of the Washington State Bar and father of someone who I’d like to get to know better when I get ready to run for office, has endorsed Mark as well. So have civil rights leaders like Norm and Constance Rice. Others include environmentalists, led by Washington Conservation Voters, the State’s largest environmental political group, and a long list of elected officials such as Governor Gary Locke, Congressman Norm Dicks, former Governor Booth Gardner, many civic leaders and leading lawyers. Governor Locke, I have learned, is the only Asian American state governor to make an endorsement in this race. That alone says it all.
  84. 84. I could go on and on with the endorsements. But frankly, no one cares about endorsements. Let’s move on to what really matters to Democrats – electability. Republicans don’t want Mark to be the Democratic nominee because they know he will be the most difficult candidate to beat in a statewide race that isn’t fixed by the use of paperless machines. This is the first time in 12 years that the Attorney General’s seat has been open and the Republican Party and their special interests are salivating at the chance of putting one of their lackeys in one of the most powerful jobs in your state. Mark is a common sense Democrat with a proven track record and the clear ability to win in November or whenever the Department of Homeland Security allows us to vote. George W. Bush does not want Mark Sidran to be your next Attorney General. Neither does Deborah Senn, who did not go to college with me. In conclusion, give your vote, and if possible, your check to Mark Sidran. And if you really want to see more of those endorsements, check out the partial list below or visit Mark’s website, www.MarkSidran4AG.com. As you can tell from the “4,” this is one hip campaign. Sincerely, Al Franken
  85. 85. > LET’S WRITE SOME COPY
  86. 86. AN EXAMPLE:
  87. 87. WATCHA GOT?
  88. 88. Think we could convince you to drive to Tacoma? Some people cross an ocean to see a world-famous art museum.
  89. 89. HOW TO GET BETTER
  90. 90. TWEET YOUR WAY TO BETTER WRITING
  91. 91. @stephenking @copyhackers @MadamGrammar @writing_tips @GrammarGirl @problogger @leeclowsbeard
  92. 92. YOU GOT SOME?
  93. 93. LAST WORDS
  94. 94. YOU’RE OUR ONLY HOPE
  95. 95. “If you are always trying to be normal, you will never know how amazing you can be.”
  96. 96. CRIT IT
  97. 97. larry@workerbees.com http://bit.ly/2f7aNFx

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