SlideShare una empresa de Scribd logo
1 de 39
Descargar para leer sin conexión
OUJ3700
Print and Digital
Writing tips
• Every second counts; therefore, every
word counts.
• Speak to the audience the way you would
speak to your friend at a restaurant. Be
more conversational.
• Contractions are your friend.
• This is the “Tell Them” part of the
equation.
Writing tips
• Jargon is lazy.
• Conveniently located….
• Now that (insert season here) is in the air….
• The friendly folks at….
• But wait, there’s more….
• Don’t miss out….
• Huge selection….
Get rid of jargon
• Active
• Alive
• Brimming
• Captivating
• Lively
• Secluded
• Vivid
Paint a picture and help the person understand what your
place is like if they have never visited there before.
Get rid of question
lead ins
• Are you looking for a great
way to cool your house?
• What if the answer is no?
• You lose your audience.
• Question lead in=one letter
grade deduction….
Avoid generalizations
• Yuck: We have dozens of
suits on sale.
• Yeah: We have blue, black,
single-breasted, 5-button
and powder blue suits.
Avoid if
See my question point.
If….half a letter grade….
Watch prepositions
• At Dan’s Suitshack, we have
alterations.
• Dan’s Suitshack has alterations.
• Think SVO
Two other thoughts
• Don’t go negative
• Think active present tense
Thinking about art
direction
1. Write your copy the way it will appear as
the finished product. If you are writing
16x9, format your screen that way. It will
save you lots of time.
2. Remember a column of ad copy is
usually 30-50 characters wide.
3. Adjust words so the copy breaks
naturally.
4. Talk about type and font.
Print principles
1. One liner
2. News/Demos
3. The Story
4. The Sermon
5. The Outline
THE FASTBALL
70-75% of the time
Print principles
The One liner
• One simple sentence that says it all.
• If you have a good commitment
statement, you’re really close to having
your copy read.
• The visual delivers much of the
communication.
The one line doesn’t
have to be words.
Example of a one liner
Example
one liner
Print principles
News/Demo
• When ads have worthwhile info, we are more apt to read
it.
• New information (price, use, sale) is a good time to run an
ad.
• Your challenge is to not make it seem like the same old
story.
• Differentiate why it is news: (Think contrast before/after)
• Demonstrate your advantage (side by side, new/old)
• Good deeds matter. Cause marketing is becoming a big
deal.
News example
THE breaking ball
20-25% of the time
Print principles
The story
• Think testimonials
• Thinks case studies
• Establish characters and conflict
• Have your hero be the product and
save the day.
The story examples
The story examples
Print principles
the sermon
• Act as an authority.
• Act as a friend.
• Tell them what you’re going to tell them.
• Tell them.
• Tell them what you told them.
• Think of the art as a visual aid. If we are talking
about drunk driving, I would to see an accident.
If I’m asking people to listen, ears help.
sermon example
Sermon example
Print principles
the outline
• These have lots of copy.
• Subheads tell the story.
• Small illustrations guide the story.
• Make sure you have a call to action
at the end.
• Think infographs.
Outline example
Web ads
Web writing tips
• Think about font size.
• 14 font
• Think about conversational writing.
• Think about legibility. I think dark text on
a light background is easiest to read.
• Think about bandwidth.
• Remember mobile.
• Don’t see the ad for as long…
Web advertising
types of ads
• Banner ads
• Logos
• Tile/Cube ads
• Pop-Up ads
• Button ads
• Intermercial
• Keyword Ads
Web advertising
banner ads
• Thinks online billboard.
• It’s in a boxed environment to the side of
the article or website you are visiting.
• They can be static or moving.
Banner ad
Web advertising
Logos
• If you have a strong brand or are looking
for just name retention, these work well.
• You can connect these to conversions
and allow the web host to get a part of the
profit. This can reduce cost.
Web advertising
Tile or Cube Ads
• These are more square in nature.
• You don’t have much copy, if any to use.
• They are at the bottom and sides of
pages.
• Big and bold helps here.
Cube ad
Web advertising
Pop Up ads
• They appear on screen for five seconds
when you visit a page.
• They can feature audio and video.
• Not everyone has their speakers on when
online.
• Focus on a dirt simple, must do now
conversion step.
• Anticipate backlash on social channels.
Web advertising
Button ads
• These are also square in nature.
• The action step is to download software.
• Anti-virus people use this all the time.
Button ad
Web advertising
intermercial
• It’s an interactive pop up ad.
• The best ones try and work through some form
of gaming theme.
• Make sure the visual work, because people tend
to mute or keep speakers off when videos
appear without prompting.
• If you make people click to play the video, I think
it’s much more effective.
• These don’t have to be :30

Más contenido relacionado

La actualidad más candente

The Art of Finding Your Story: NetSquared Vancouver 2013-08-14
The Art of Finding Your Story: NetSquared Vancouver 2013-08-14The Art of Finding Your Story: NetSquared Vancouver 2013-08-14
The Art of Finding Your Story: NetSquared Vancouver 2013-08-14NetSquared Vancouver
 
Defining your brand's voice and tone
Defining your brand's voice and toneDefining your brand's voice and tone
Defining your brand's voice and toneSally Bagshaw
 
The Copywriter’s Handbook
The Copywriter’s HandbookThe Copywriter’s Handbook
The Copywriter’s HandbookColin Post
 
Customize Your 404 Page
Customize Your 404 PageCustomize Your 404 Page
Customize Your 404 PageMichelle Ames
 
Developing and Maintaining the Art of Writing by Susan Mwenda Mulongoti slid...
Developing and Maintaining the Art of Writing by Susan Mwenda Mulongoti  slid...Developing and Maintaining the Art of Writing by Susan Mwenda Mulongoti  slid...
Developing and Maintaining the Art of Writing by Susan Mwenda Mulongoti slid...Susan Mwenda-Mulongoti
 
Chapter 26 - Prospecting on LinkedIn
Chapter 26 - Prospecting on LinkedInChapter 26 - Prospecting on LinkedIn
Chapter 26 - Prospecting on LinkedInSalesScripter
 
Selling yourself in an interview complied by dr. refaat bushra megalli
Selling yourself in an interview complied by dr. refaat bushra megalliSelling yourself in an interview complied by dr. refaat bushra megalli
Selling yourself in an interview complied by dr. refaat bushra megalliRefaatmegalli
 
Lean startup & customer development with Javelin experiment board
Lean startup & customer development with Javelin experiment boardLean startup & customer development with Javelin experiment board
Lean startup & customer development with Javelin experiment boardTaavi Lindmaa
 
How to Deliver Great Library Customer Service
How to Deliver Great Library Customer ServiceHow to Deliver Great Library Customer Service
How to Deliver Great Library Customer ServiceALATechSource
 
Impostor sindrome in the IT world from a conference speaker's perspective
Impostor sindrome in the IT world from a conference speaker's perspectiveImpostor sindrome in the IT world from a conference speaker's perspective
Impostor sindrome in the IT world from a conference speaker's perspectiveAntonio COBO CUENCA
 
Antonio Cobo: Impostor syndrome in the IT world from a conference speaker's p...
Antonio Cobo: Impostor syndrome in the IT world from a conference speaker's p...Antonio Cobo: Impostor syndrome in the IT world from a conference speaker's p...
Antonio Cobo: Impostor syndrome in the IT world from a conference speaker's p...Lviv Startup Club
 
Conversion Copywriting by Joanna Wiebe - WistiaFest 2017 Keynote
Conversion Copywriting by Joanna Wiebe - WistiaFest 2017 KeynoteConversion Copywriting by Joanna Wiebe - WistiaFest 2017 Keynote
Conversion Copywriting by Joanna Wiebe - WistiaFest 2017 KeynoteWistia
 
Startup MBA 2.1 - Business models - prototyping and moat design
Startup MBA 2.1 - Business models - prototyping and moat designStartup MBA 2.1 - Business models - prototyping and moat design
Startup MBA 2.1 - Business models - prototyping and moat designFounder-Centric
 
Pied Piper 2007
Pied Piper 2007Pied Piper 2007
Pied Piper 2007stillwater
 
Overt vs. implied messages
Overt vs. implied messagesOvert vs. implied messages
Overt vs. implied messagesKassia Waggoner
 
Love is an attitude - how to love the other even more
Love is an attitude - how to love the other even moreLove is an attitude - how to love the other even more
Love is an attitude - how to love the other even moreUptitude
 

La actualidad más candente (20)

The Art of Finding Your Story: NetSquared Vancouver 2013-08-14
The Art of Finding Your Story: NetSquared Vancouver 2013-08-14The Art of Finding Your Story: NetSquared Vancouver 2013-08-14
The Art of Finding Your Story: NetSquared Vancouver 2013-08-14
 
Defining your brand's voice and tone
Defining your brand's voice and toneDefining your brand's voice and tone
Defining your brand's voice and tone
 
The Copywriter’s Handbook
The Copywriter’s HandbookThe Copywriter’s Handbook
The Copywriter’s Handbook
 
Customize Your 404 Page
Customize Your 404 PageCustomize Your 404 Page
Customize Your 404 Page
 
Developing and Maintaining the Art of Writing by Susan Mwenda Mulongoti slid...
Developing and Maintaining the Art of Writing by Susan Mwenda Mulongoti  slid...Developing and Maintaining the Art of Writing by Susan Mwenda Mulongoti  slid...
Developing and Maintaining the Art of Writing by Susan Mwenda Mulongoti slid...
 
The Buying Game
The Buying GameThe Buying Game
The Buying Game
 
Chapter 26 - Prospecting on LinkedIn
Chapter 26 - Prospecting on LinkedInChapter 26 - Prospecting on LinkedIn
Chapter 26 - Prospecting on LinkedIn
 
Selling yourself in an interview complied by dr. refaat bushra megalli
Selling yourself in an interview complied by dr. refaat bushra megalliSelling yourself in an interview complied by dr. refaat bushra megalli
Selling yourself in an interview complied by dr. refaat bushra megalli
 
Pitch Perfect
Pitch PerfectPitch Perfect
Pitch Perfect
 
Lean startup & customer development with Javelin experiment board
Lean startup & customer development with Javelin experiment boardLean startup & customer development with Javelin experiment board
Lean startup & customer development with Javelin experiment board
 
How to Deliver Great Library Customer Service
How to Deliver Great Library Customer ServiceHow to Deliver Great Library Customer Service
How to Deliver Great Library Customer Service
 
Effective presentation
Effective presentationEffective presentation
Effective presentation
 
Achieve israel
Achieve israelAchieve israel
Achieve israel
 
Impostor sindrome in the IT world from a conference speaker's perspective
Impostor sindrome in the IT world from a conference speaker's perspectiveImpostor sindrome in the IT world from a conference speaker's perspective
Impostor sindrome in the IT world from a conference speaker's perspective
 
Antonio Cobo: Impostor syndrome in the IT world from a conference speaker's p...
Antonio Cobo: Impostor syndrome in the IT world from a conference speaker's p...Antonio Cobo: Impostor syndrome in the IT world from a conference speaker's p...
Antonio Cobo: Impostor syndrome in the IT world from a conference speaker's p...
 
Conversion Copywriting by Joanna Wiebe - WistiaFest 2017 Keynote
Conversion Copywriting by Joanna Wiebe - WistiaFest 2017 KeynoteConversion Copywriting by Joanna Wiebe - WistiaFest 2017 Keynote
Conversion Copywriting by Joanna Wiebe - WistiaFest 2017 Keynote
 
Startup MBA 2.1 - Business models - prototyping and moat design
Startup MBA 2.1 - Business models - prototyping and moat designStartup MBA 2.1 - Business models - prototyping and moat design
Startup MBA 2.1 - Business models - prototyping and moat design
 
Pied Piper 2007
Pied Piper 2007Pied Piper 2007
Pied Piper 2007
 
Overt vs. implied messages
Overt vs. implied messagesOvert vs. implied messages
Overt vs. implied messages
 
Love is an attitude - how to love the other even more
Love is an attitude - how to love the other even moreLove is an attitude - how to love the other even more
Love is an attitude - how to love the other even more
 

Similar a Spring 2015 3700 Print Digital

The Startup Toolkit / Leancamp guide to Lean customer development
The Startup Toolkit / Leancamp guide to Lean customer developmentThe Startup Toolkit / Leancamp guide to Lean customer development
The Startup Toolkit / Leancamp guide to Lean customer developmentMade by Many
 
milliondollarcopywriter-1-45.pdf
milliondollarcopywriter-1-45.pdfmilliondollarcopywriter-1-45.pdf
milliondollarcopywriter-1-45.pdfeuwueheh76
 
How to Rock a Presentation by Cynthia Hartwig at Two Pens
How to Rock a Presentation by Cynthia Hartwig at Two PensHow to Rock a Presentation by Cynthia Hartwig at Two Pens
How to Rock a Presentation by Cynthia Hartwig at Two PensCynthia Hartwig
 
COPY WRITING - Writing copy for various Media
COPY WRITING - Writing copy for various MediaCOPY WRITING - Writing copy for various Media
COPY WRITING - Writing copy for various MediaM.V.L.U. COLLEGE
 
TBEX North America 2017, Creating and Monetizing Travel Video Content, Mike S...
TBEX North America 2017, Creating and Monetizing Travel Video Content, Mike S...TBEX North America 2017, Creating and Monetizing Travel Video Content, Mike S...
TBEX North America 2017, Creating and Monetizing Travel Video Content, Mike S...tbexcon
 
unSEXY Conf 2013: Mark Schulze, Clover
unSEXY Conf 2013: Mark Schulze, Clover unSEXY Conf 2013: Mark Schulze, Clover
unSEXY Conf 2013: Mark Schulze, Clover 500 Startups
 
Content to Convert :: Part Deux / Putting Strategy into your Content Marketing
Content to Convert :: Part Deux / Putting Strategy into your Content MarketingContent to Convert :: Part Deux / Putting Strategy into your Content Marketing
Content to Convert :: Part Deux / Putting Strategy into your Content Marketinge-Strategy
 
Find The Perfect Customer and Never Have To Chase People Again
Find The Perfect Customer and Never Have To Chase People AgainFind The Perfect Customer and Never Have To Chase People Again
Find The Perfect Customer and Never Have To Chase People AgainDonna Filipiak
 
Recovery. How To Successfully Relaunch A Real Estate Company Using Socal Media
Recovery. How To Successfully Relaunch A Real Estate Company Using Socal MediaRecovery. How To Successfully Relaunch A Real Estate Company Using Socal Media
Recovery. How To Successfully Relaunch A Real Estate Company Using Socal MediaGraham Hunt
 
370_January 9_Professional Communication
370_January 9_Professional Communication370_January 9_Professional Communication
370_January 9_Professional CommunicationOhio University
 
The importance of getting a creative brief right
The importance of getting a creative brief rightThe importance of getting a creative brief right
The importance of getting a creative brief rightSean Lane
 
Pete Craig's Presentation
Pete Craig's PresentationPete Craig's Presentation
Pete Craig's Presentationpetewcraig
 
StartupWeekend Tuzla pitching like a boss
StartupWeekend Tuzla pitching like a bossStartupWeekend Tuzla pitching like a boss
StartupWeekend Tuzla pitching like a bossMichal Maxian
 
How to craft a lead generating about me page that also increases your credibi...
How to craft a lead generating about me page that also increases your credibi...How to craft a lead generating about me page that also increases your credibi...
How to craft a lead generating about me page that also increases your credibi...Jolynn Oblak
 
British Jewellers' Association, "Growing your Business" seminar 25/07/2013
British Jewellers' Association, "Growing your Business" seminar 25/07/2013British Jewellers' Association, "Growing your Business" seminar 25/07/2013
British Jewellers' Association, "Growing your Business" seminar 25/07/2013The_BJA
 
How to win on the customer experience battleground; where businesses are won ...
How to win on the customer experience battleground; where businesses are won ...How to win on the customer experience battleground; where businesses are won ...
How to win on the customer experience battleground; where businesses are won ...Noojee Contact Solutions
 

Similar a Spring 2015 3700 Print Digital (20)

The Startup Toolkit / Leancamp guide to Lean customer development
The Startup Toolkit / Leancamp guide to Lean customer developmentThe Startup Toolkit / Leancamp guide to Lean customer development
The Startup Toolkit / Leancamp guide to Lean customer development
 
milliondollarcopywriter-1-45.pdf
milliondollarcopywriter-1-45.pdfmilliondollarcopywriter-1-45.pdf
milliondollarcopywriter-1-45.pdf
 
Sales course
Sales courseSales course
Sales course
 
How to Rock a Presentation by Cynthia Hartwig at Two Pens
How to Rock a Presentation by Cynthia Hartwig at Two PensHow to Rock a Presentation by Cynthia Hartwig at Two Pens
How to Rock a Presentation by Cynthia Hartwig at Two Pens
 
COPY WRITING - Writing copy for various Media
COPY WRITING - Writing copy for various MediaCOPY WRITING - Writing copy for various Media
COPY WRITING - Writing copy for various Media
 
TBEX North America 2017, Creating and Monetizing Travel Video Content, Mike S...
TBEX North America 2017, Creating and Monetizing Travel Video Content, Mike S...TBEX North America 2017, Creating and Monetizing Travel Video Content, Mike S...
TBEX North America 2017, Creating and Monetizing Travel Video Content, Mike S...
 
Marketing for Hackers
Marketing for HackersMarketing for Hackers
Marketing for Hackers
 
unSEXY Conf 2013: Mark Schulze, Clover
unSEXY Conf 2013: Mark Schulze, Clover unSEXY Conf 2013: Mark Schulze, Clover
unSEXY Conf 2013: Mark Schulze, Clover
 
Content to Convert :: Part Deux / Putting Strategy into your Content Marketing
Content to Convert :: Part Deux / Putting Strategy into your Content MarketingContent to Convert :: Part Deux / Putting Strategy into your Content Marketing
Content to Convert :: Part Deux / Putting Strategy into your Content Marketing
 
Find The Perfect Customer and Never Have To Chase People Again
Find The Perfect Customer and Never Have To Chase People AgainFind The Perfect Customer and Never Have To Chase People Again
Find The Perfect Customer and Never Have To Chase People Again
 
Recovery. How To Successfully Relaunch A Real Estate Company Using Socal Media
Recovery. How To Successfully Relaunch A Real Estate Company Using Socal MediaRecovery. How To Successfully Relaunch A Real Estate Company Using Socal Media
Recovery. How To Successfully Relaunch A Real Estate Company Using Socal Media
 
Egr ppt
Egr pptEgr ppt
Egr ppt
 
370_January 9_Professional Communication
370_January 9_Professional Communication370_January 9_Professional Communication
370_January 9_Professional Communication
 
The importance of getting a creative brief right
The importance of getting a creative brief rightThe importance of getting a creative brief right
The importance of getting a creative brief right
 
Pete Craig's Presentation
Pete Craig's PresentationPete Craig's Presentation
Pete Craig's Presentation
 
StartupWeekend Tuzla pitching like a boss
StartupWeekend Tuzla pitching like a bossStartupWeekend Tuzla pitching like a boss
StartupWeekend Tuzla pitching like a boss
 
Pitching
PitchingPitching
Pitching
 
How to craft a lead generating about me page that also increases your credibi...
How to craft a lead generating about me page that also increases your credibi...How to craft a lead generating about me page that also increases your credibi...
How to craft a lead generating about me page that also increases your credibi...
 
British Jewellers' Association, "Growing your Business" seminar 25/07/2013
British Jewellers' Association, "Growing your Business" seminar 25/07/2013British Jewellers' Association, "Growing your Business" seminar 25/07/2013
British Jewellers' Association, "Growing your Business" seminar 25/07/2013
 
How to win on the customer experience battleground; where businesses are won ...
How to win on the customer experience battleground; where businesses are won ...How to win on the customer experience battleground; where businesses are won ...
How to win on the customer experience battleground; where businesses are won ...
 

Más de DanFarkasOUClasses

Más de DanFarkasOUClasses (20)

OSAE 2016 Presentation
OSAE 2016 PresentationOSAE 2016 Presentation
OSAE 2016 Presentation
 
Spring 2016 4860 strategy
Spring 2016 4860 strategySpring 2016 4860 strategy
Spring 2016 4860 strategy
 
Fall 2015 3700 Ad Copy Radio TV
Fall 2015 3700 Ad Copy Radio TVFall 2015 3700 Ad Copy Radio TV
Fall 2015 3700 Ad Copy Radio TV
 
Fall 2015 3700 Brochure Direct Mail
Fall 2015 3700 Brochure Direct MailFall 2015 3700 Brochure Direct Mail
Fall 2015 3700 Brochure Direct Mail
 
Fall 2015 3700 Advertising Headlines
Fall 2015 3700 Advertising HeadlinesFall 2015 3700 Advertising Headlines
Fall 2015 3700 Advertising Headlines
 
3700 media message points
3700 media message points3700 media message points
3700 media message points
 
Fall 2015 News Release
Fall 2015 News ReleaseFall 2015 News Release
Fall 2015 News Release
 
Fall 2015 3700 what is news
Fall 2015 3700 what is newsFall 2015 3700 what is news
Fall 2015 3700 what is news
 
Fall 2015 3700 working with media
Fall 2015 3700 working with mediaFall 2015 3700 working with media
Fall 2015 3700 working with media
 
Fall 2015 3700 op ed
Fall 2015 3700 op edFall 2015 3700 op ed
Fall 2015 3700 op ed
 
Fall 2015 3700 Bank Robbery
Fall 2015 3700 Bank RobberyFall 2015 3700 Bank Robbery
Fall 2015 3700 Bank Robbery
 
Fall 2015 4530 SEO
Fall 2015 4530 SEOFall 2015 4530 SEO
Fall 2015 4530 SEO
 
Fall 2015 4530 Social Goal
Fall 2015 4530 Social GoalFall 2015 4530 Social Goal
Fall 2015 4530 Social Goal
 
Fall 2015 LinkedIn_Pro Writing
Fall 2015 LinkedIn_Pro WritingFall 2015 LinkedIn_Pro Writing
Fall 2015 LinkedIn_Pro Writing
 
Spring 2015 3700 Grade Ads
Spring 2015 3700 Grade AdsSpring 2015 3700 Grade Ads
Spring 2015 3700 Grade Ads
 
Spring 2015 3700 Radio and TV
Spring 2015 3700 Radio and TVSpring 2015 3700 Radio and TV
Spring 2015 3700 Radio and TV
 
Spring 2015 3700 Headlines
Spring 2015 3700 HeadlinesSpring 2015 3700 Headlines
Spring 2015 3700 Headlines
 
Spring 2015 3700 Strategy 2
Spring 2015 3700 Strategy 2Spring 2015 3700 Strategy 2
Spring 2015 3700 Strategy 2
 
Spring 2015 3700 Ad Strategy 1
Spring 2015 3700 Ad Strategy 1 Spring 2015 3700 Ad Strategy 1
Spring 2015 3700 Ad Strategy 1
 
Spring 2015 3700 Ad Strategy 2
Spring 2015 3700 Ad Strategy 2Spring 2015 3700 Ad Strategy 2
Spring 2015 3700 Ad Strategy 2
 

Spring 2015 3700 Print Digital

  • 2. Writing tips • Every second counts; therefore, every word counts. • Speak to the audience the way you would speak to your friend at a restaurant. Be more conversational. • Contractions are your friend. • This is the “Tell Them” part of the equation.
  • 3. Writing tips • Jargon is lazy. • Conveniently located…. • Now that (insert season here) is in the air…. • The friendly folks at…. • But wait, there’s more…. • Don’t miss out…. • Huge selection….
  • 4. Get rid of jargon • Active • Alive • Brimming • Captivating • Lively • Secluded • Vivid Paint a picture and help the person understand what your place is like if they have never visited there before.
  • 5. Get rid of question lead ins • Are you looking for a great way to cool your house? • What if the answer is no? • You lose your audience. • Question lead in=one letter grade deduction….
  • 6. Avoid generalizations • Yuck: We have dozens of suits on sale. • Yeah: We have blue, black, single-breasted, 5-button and powder blue suits.
  • 7. Avoid if See my question point. If….half a letter grade….
  • 8. Watch prepositions • At Dan’s Suitshack, we have alterations. • Dan’s Suitshack has alterations. • Think SVO
  • 9. Two other thoughts • Don’t go negative • Think active present tense
  • 10. Thinking about art direction 1. Write your copy the way it will appear as the finished product. If you are writing 16x9, format your screen that way. It will save you lots of time. 2. Remember a column of ad copy is usually 30-50 characters wide. 3. Adjust words so the copy breaks naturally. 4. Talk about type and font.
  • 11. Print principles 1. One liner 2. News/Demos 3. The Story 4. The Sermon 5. The Outline
  • 13. Print principles The One liner • One simple sentence that says it all. • If you have a good commitment statement, you’re really close to having your copy read. • The visual delivers much of the communication.
  • 14. The one line doesn’t have to be words.
  • 15. Example of a one liner
  • 17. Print principles News/Demo • When ads have worthwhile info, we are more apt to read it. • New information (price, use, sale) is a good time to run an ad. • Your challenge is to not make it seem like the same old story. • Differentiate why it is news: (Think contrast before/after) • Demonstrate your advantage (side by side, new/old) • Good deeds matter. Cause marketing is becoming a big deal.
  • 20. Print principles The story • Think testimonials • Thinks case studies • Establish characters and conflict • Have your hero be the product and save the day.
  • 23. Print principles the sermon • Act as an authority. • Act as a friend. • Tell them what you’re going to tell them. • Tell them. • Tell them what you told them. • Think of the art as a visual aid. If we are talking about drunk driving, I would to see an accident. If I’m asking people to listen, ears help.
  • 26. Print principles the outline • These have lots of copy. • Subheads tell the story. • Small illustrations guide the story. • Make sure you have a call to action at the end. • Think infographs.
  • 29. Web writing tips • Think about font size. • 14 font • Think about conversational writing. • Think about legibility. I think dark text on a light background is easiest to read. • Think about bandwidth. • Remember mobile. • Don’t see the ad for as long…
  • 30. Web advertising types of ads • Banner ads • Logos • Tile/Cube ads • Pop-Up ads • Button ads • Intermercial • Keyword Ads
  • 31. Web advertising banner ads • Thinks online billboard. • It’s in a boxed environment to the side of the article or website you are visiting. • They can be static or moving.
  • 33. Web advertising Logos • If you have a strong brand or are looking for just name retention, these work well. • You can connect these to conversions and allow the web host to get a part of the profit. This can reduce cost.
  • 34. Web advertising Tile or Cube Ads • These are more square in nature. • You don’t have much copy, if any to use. • They are at the bottom and sides of pages. • Big and bold helps here.
  • 36. Web advertising Pop Up ads • They appear on screen for five seconds when you visit a page. • They can feature audio and video. • Not everyone has their speakers on when online. • Focus on a dirt simple, must do now conversion step. • Anticipate backlash on social channels.
  • 37. Web advertising Button ads • These are also square in nature. • The action step is to download software. • Anti-virus people use this all the time.
  • 39. Web advertising intermercial • It’s an interactive pop up ad. • The best ones try and work through some form of gaming theme. • Make sure the visual work, because people tend to mute or keep speakers off when videos appear without prompting. • If you make people click to play the video, I think it’s much more effective. • These don’t have to be :30

Notas del editor

  1. 3M is so confident about there security glass that they put money inside a bus stop booth. I wonder if it's actual money or not... The site I found it on, said it was, but I kinda doubt it. But regardless of what it is, it's a very creative advertisement.