Elizabeth Marsten is presenting at #herocon 2014 about writing effective ad copy. The presentation provides resources for developing personas and discusses techniques for headlines, including using hashtags or questions, as well as riskier strategies to avoid. Attendees are encouraged to generate their own ideas and get writing.

1. #herocon 2014
Elizabeth Marsten
Ad Copy:
Your First Impression

2. ELIZABETH MARSTEN (ME)
• VP of Search Marketing
• Pay-Per-Clip Marketer
• SEO, Social, PPC, Content
• @ebkendo
• http://bitly.com/bundles/ebkendo/5
• Do not spoil season 4 for me
2

3. WHERE'S PORTENT? 3
Technically speaking,
More specifically,
here.
here.

4. Personas

5. RESOURCES
• US Census
• Customer reviews/forums
• Facebook
• Google Analytics
• Ubersuggest
• Lexicons
5
@ebkendo #herocon #superfuntimes

6. FREE SWAG! 6
@ebkendo #herocon #Iinventedpostits

7. Get out of
the box
ad copy

8. SAFE FOR WORK
• Asking questions in the headline
• Use a hashtag
• Using sounds or smells
• Poetry
• Use the URL as the headline
8
@ebkendo #herocon #nowyoucantstoplookinghere

9. LESS SAFE FOR WORK
• Guilt
• Reverse psychology
• Inferring “things”
• Sounding drunk
9
@ebkendo #herocon #insertyourmommajoke

10. GOT SOME IDEAS? 10
skeletorislove.tumblr.com

11. Let’s get to writing!
@ebkendo #herocon