SlideShare une entreprise Scribd logo
1  sur  35
flickr.com/andybudd
Paul Annett   (used with permission)
Clearleft   clearleft.com
Extreme freelancing   flickr.com/adactio
From Site to Sites
      flickr.com/adactio
Visually minded   flickr.com/benward
Caught unawares
    flickr.com/fizzkitten
Not his forte
flickr.com/b0xman
Speech! Speech!   flickr.com/dfluff
paulannett.co.uk/
                    flickr.com/cackhanded
         sxsw09
Copywriting for the reluctant
Copy:
Hell, yes, it’s
important!
“But I don’t DO
  writing!”
Reading
Swipe File
Write letters
Be
authentic
Playing
Copy Tetris
Copy
writing
 in 20
minutes
Copywriting for the reluctant
Takeaway copy: KFC
Know
What are the benefits?

    Now, what are
  the real benefits?



                        photo: Ben Ward
Feel
(I don’t know about you
but I feel intensely
worried on that little
girl’s behalf.)


                          Photo: kevindooley
Call
to action
Make like a toddler:
“NOW! NOW! NOW!”
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
Mockup: Irregular Shed
Fotofakr.com
Startup company, has webapp
that puts filters on photos to
make people look more attractive
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
Direct headlines
“Fotofakr Fotobooks - 20% off”
Indirect headlines
“Save money while saving face”
This is the News!
“Fotofakr launches to wide derision by
beautiful people”
How to
“How to make every freckle fade.”
Question?
“Do the words ‘Please include photo’ fill
you with dread?”
Commands
“Put the sex back into sexual harrassment
- fotofakr.com your secretary today”
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.”
The End
(or rather, The Beginning)

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Copywriting for the reluctant

Notes de l'éditeur