This document provides tips on effective copywriting. It discusses why copywriting is important for building brands and understanding customers. It emphasizes the importance of understanding customer pain points, benefits, and making an emotional connection to sell. Specific tips include focusing on benefits over features, using testimonials, avoiding jargon, and tailoring copy for different channels like websites, leaflets, and more. Questions are welcome.

1. Creative Copywriting

2. Welcome
• Why copywriting
• Writing to sell
• Top tips and handy hints
• Writing for different channels
• Questions and answers

3. Why Copywriting?
Great copywriting will help you to:
• Build your brand
• Demonstrate that you understand your
target market
• Build a trusting relationship
• Motivate a response!

4. It’s all about the brand...

5. Writing to sell
• Who are you writing for?
• What’s NEAT about your business?
• Understanding your customer’s pain
– Pain
– Impact
– Vision – what’s the benefit to me?
• Make an emotional connection and sell
the benefits
• Testimonials from real people will help

6. Writing to sell
• Who are you writing for?
• What’s NEAT about your business?
• Understanding your customer’s pain
– Pain
– Impact
– Vision – what’s the benefit to me?
• Make an emotional connection and sell
the benefits
• Testimonials from real people will help

7. Sell with benefits……
.....Support with features
Feature:
“Contains specialist recording software”
Why?
“Adds greater functionality by enabling customers to record
programmes”
What’s in it for them?
“It’s really easy to record multiple programmes. ”
Emotional Root:
“With Sky+ you’ll never have to miss your favourite programme
again! Our easy to use recording function means you can

8. Top tips and handy hints
• Plan your framework
– Who, what, where, when, why and how?
– What action are you trying to motivate?
– How many tools are you using?
• Avoid jargon
• Maintain a consistent voice
• Walk away!

9. Preparing copy for your leaflet
• What do you want to achieve?
• You’ve got 3 seconds - focus on the
biggest benefit
• Keep it relevant!
• Sell the benefits, not the features
• What’s the call to action?
• Can you provide an incentive?
• Don’t forget the contact details!

10. Writing for the web
• Focus on the purpose of the page – who is it
for and what does it need to do?
• Keyword research is key!
• Get to the point and then expand on it
– Between 25 and 35 words per paragraph
– Sentences should average 15 – 20 words
• People Scan the web
– Include internal (meaningful) subheadings
– Bullet points are a great way to break up the text
– Readers will focus on Hyperlinks

11. Thank you!
The Green Sheets are calling....