Copywriting tips and techniques from Mark Shaw, founder of Jupiter Design and best selling author of "Copywriting: Successful coypwriting for design, advertising and marketing"

1. Mark Shaw Essentials of Copywriting

2. It’s Friday afternoon you could get the early train

3. But this is not a boring lecture (well, let’s see how it goes)

4. This is about writing content all you need to know - in one hour

5. Who am I? Writer, creative director Design Associate Business owner Journalist Lecturer

6. What is this talk about? It’s not about SEO listing It’s not about google ranking It’s about engaging with visitors It’s about communicating

7. 12 wonderful 5 minute chunks Or possibly less, as it’s Friday pm

9. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge

11. What is copywriting? It’s easier than you think it is

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19. Mark Shaw

21. Some key thoughts on web copy

22. To build an online relationship You have to give away your stuff

23. Guess what? No one reads your website

24. They scan your pages - fast for info, cues and signposts

25. If they don’t really read online we don’t have to write loads of stuff for them

26. It’s not how long they stay it’s what they do when they’re here

27. Let them find their way around and interact naturally

28. SEO is essential but not king work with your SEO adviser

29. Be practical and obvious the search engines will get you

30. Write the copy first then design the site around it

31. Information architecture is all about simple logic

32. Focus on short, influential text encourage actions and transactions

35. Quick copywriting checklist be aware of the elements in your copy

40. Put some effort into your copy but don’t try too hard - be yourself

42. Writing for the web

43. Writing for the web

44. Writing for the web Mark Shaw

45. Writing for the web Mark Shaw

47. Clarity, simplicity and branding Hands On Health UK

48. Writing for the web Mark Shaw

49. Writing for the web Mark Shaw

50. Writing for the web Mark Shaw

52. Three aspects of web copy keep it tight, but provide detail too

53. Writing for the web

54. Mark Shaw

55. Writing for the web Mark Shaw

56. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge

57. Copy is a key part of your brand and your brand is your future

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69. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge

70. Put everything into the brief it’s the secret to great communications

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74. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge

75. Personality and guidance Broad Stripe Butchers

76. Writing for the web Mark Shaw

77. Writing for the eb Mark Shaw

78. Writing for the web Mark Shaw

79. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge

80. Understand who is visiting you give your audience what they want

81. Writing for the web Mark Shaw

82. Mark Shaw

84. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge

85. Reminders for quality control catch everything before you publish

86. Writing for the web Mark Shaw

87. Writing for the web Mark Shaw

88. Writing for the web Mark Shaw

89. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge

90. Getting the tone of voice right Challenge Consulting

91. Writing for the web Mark Shaw

92. Writing for the web Mark Shaw

93. Writing for the web Mark Shaw

94. Writing for the web Mark Shaw

95. Writing for the web Mark Shaw

96. Writing for the web Mark Shaw

97. Writing for the web Mark Shaw

98. A parting message Better communications = better business www.markshaw.co.uk