Module 2 Flashcards
What goes into an effective headline?
Blank piece of paper test
How to write a good headline?
Lead with the benefit; make it clear and compelling
What will the consumer get out of what you have to offer?
Don’t be subtle, use as many tools as you can to hook!
How to get people to take the action you want them to take
Must have a clear CTA!
How to set up your copy doc
Must be easy to read and easy to put into a layout
Should be clear which section is which
One font
Only finalizations - not options!
How to outline your copy
- Write out key messages to include (benefit, feature, etc.)
- Write out next step for them to take (CTA_
- Write out any secondary next steps
- Make a list of any terms that need to be there.
How to organize your copy
Benefit at top, call to action at bottom
Descend in order of importance (to the customer)
How to finesse your copy
Finesse headline and body copy
Take basic lines and add brand voice to it
Sleep on it overnight and then begin to edit.
How to decide on length of copy
Medium affects what you write Use the LEAST amount of copy to convey message Write first version. Eliminate extra words. Walk away.
Telling good vs. not-so-good ideas
Write first copy. Pay attention to gut. Walk away. Revisit later. If gut says to remove, better remove it! *No cliches!
Killing your babies
Don’t get married to your own writing; everything must serve a purpose
Right way to ask for feedback
Qualified eyes are best!
“Here is my first pass. Am I heading in the right direction?”
Take notes on feedback so they don’t have to remember.
Gimmicks
Kinda bad…Ex: Oops, subject line
The “Important Notice About Your Account” line
Kinda bad…catches attention, but people start to ignore over time and can erode trust
Set ups with no pay off
Kinda bad…Subject line says “10 ways to make 10 dollars” but article doesn’t talk about that at all
Using curiosity lines that pay off disappointingly
Kinda bad…How to get a Cadillac for free? In reality, it’s about a cat named Cadillac
Bait and Switch
Really bad. Click here for 80% off, but then nothing is really 80% off.
Intentional Confusion
Really bad. Writing copy so that your readers understand it one way, when you really mean it in another way.
Plagarism
Really bad. Common phrases are okay, but not a whole piece.
Problems with shady copy
Can give you a quick bump, but erodes brand trust over time.
Lorem impsum
“Greek”
Can you add some greek here for me?
Filler copy.
FPO
For placement only
Used as a sub for something real, usually with images
Copy deck
Your copy document
A/B Test
Split test
A test that pits two of the same things together with ONE variable to see which performs better.
Multivariate Test
A test that pits two of the same things together with MULTI different variables to see which performs better.
Value proposition
A one/two sentence statement of a product’s benefit to consumers
Used internally to guide how a product is being marketed and designed
Used externally to explain the benefit of your product to consumers
USP
Unique selling proposition
The one thing that sets a product apart from all other competitive products; must understand the USP in order to sell/market the product.
Tone guide
A document used to guide the brand’s voice
Persona
A description of an imaginary person tho typifies everything about a target demographic
Kick-Off
The initial meeting in which the Project Manager/Client explains the project to the Designer and Copywriter. Everyone agrees to objectives and timelines.
Creative Brief
The document that the PM/Client fills out to guide the Copywriter and Designer as they try to solve the creative problems.
Concepting
Designer and Copywriter working together to brainstorm ideas that fit the creative brief. Concepts arise from this.
Layout
What a project looks like in a design program; the actual look of the copy and design together.
Sketches
Drawings on paper of image paired with copy
Mock Ups
Initial passes at putting together a layout.
Also a verb: “Let’s try mocking this up to see how it looks.”
Comes after sketches and before layout.
Photoshop, Illustrator, InDesign
Different design programs
Creative
The meeting in which you will present your work to the PM/Client. Often more than one of these for a project.
B2B
Business-to-Business; refers to a company to a sells to companies
B2C
Business to Consumer; any business that sells to consumers
