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3.1 adma advanced copy the process

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Jon Maxim

The document outlines a structured process for writing effective copy, emphasizing the importance of understanding both the product and the target audience. Key steps include researching the product, identifying the audience's problems, composing clear messages, and editing meticulously to ensure concise communication. The overall goal is to create engaging and relevant copy that resonates with readers while respecting their time and intelligence.

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The Copy Process
The basic copy process No great tricks
The basic copy process No great tricks 1. Get to know your product
The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible
The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible 3. Discover the problem/issue that the product/service solves for that audience
The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible 3. Discover the problem/issue that the product/service solves for that audience 4. Write out exactly what you want to say
The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible 3. Discover the problem/issue that the product/service solves for that audience 4. Write out exactly what you want to say 5. Go back and edit out as much as you can
The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible 3. Discover the problem/issue that the product/service solves for that audience 4. Write out exactly what you want to say 5. Go back and edit out as much as you can 6. Keep refining till the deadline passes!
Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton
Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott
Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe
Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe “ Before you even open your pad, open five other things. Your ears, your eyes and your mind.” James Lowther
Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe “ Before you even open your pad, open five other things. Your ears, your eyes and your mind.” James Lowther You can only write good copy from good knowledge
Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe “ Before you even open your pad, open five other things. Your ears, your eyes and your mind.” James Lowther You can only write good copy from good knowledge Buy the product, shadow shop, experience it, drill down
Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe “ Before you even open your pad, open five other things. Your ears, your eyes and your mind.” James Lowther You can only write good copy from good knowledge Buy the product, shadow shop, experience it, drill down Remember your experience
Know your audience “ If you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.” Steve Hayden
Know your audience “ If you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.” Steve Hayden “ Develop the ability to split your personality. Role-play, just like actors do. Visualise one reader and write to that one person. Stay on this track.” Paul Silverman
Know your audience “ If you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.” Steve Hayden “ Develop the ability to split your personality. Role-play, just like actors do. Visualise one reader and write to that one person. Stay on this track.” Paul Silverman “ Keep in mind, at the same time, that your prospect… is likely to be smarter than you are and much warier. He is, after all, not in advertising: you are.” Bob Levenson
Know your audience “ If you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.” Steve Hayden “ Develop the ability to split your personality. Role-play, just like actors do. Visualise one reader and write to that one person. Stay on this track.” Paul Silverman “ Keep in mind, at the same time, that your prospect… is likely to be smarter than you are and much warier. He is, after all, not in advertising: you are.” Bob Levenson Never assume…
Know your audience For example: - Picture four 60+ year old men…
 
 
What’s the problem/issue? Having understood the audience intimately…
What’s the problem/issue? Having understood the audience intimately... ...And the attributes of the product…
What’s the problem/issue? Having understood the audience intimately... ...And the attributes of the product... What problem/issue does it solve?
What’s the problem/issue? Having understood the audience intimately... ...And the attributes of the product... What problem/issue does it solve? Real, human and tangible
What’s the problem/issue? Having understood the audience intimately... ...And the attributes of the product... What problem/issue does it solve? Real, human and tangible I.e., time, money, stress, work/life balance, etc
Copy Write out exactly what you want to say
Copy Write out exactly what you want to say Then edit, edit, edit…
Edit, edit, edit Every letter, every word, every comma should have purpose
Edit, edit, edit Every letter, every word, every comma should have purpose Cut out anything that isn ’t 100% necessary
Edit, edit, edit Every letter, every word, every comma should have purpose Cut out anything that isn ’t 100% necessary “ Inside every fat ad there’s a thinner and better one trying to get out. In short, the less said the better.” Tony Cox
Edit, edit, edit Every letter, every word, every comma should have purpose Cut out anything that isn ’t 100% necessary “ Inside every fat ad there’s a thinner and better one trying to get out. In short, the less said the better.” Tony Cox “ There’s no such thing as long copy. There is only too-long copy. And that can be two words if they’re not the right two words.” Jim Durfee
Edit, edit, edit Every letter, every word, every comma should have purpose Cut out anything that isn ’t 100% necessary “ Inside every fat ad there’s a thinner and better one trying to get out. In short, the less said the better.” Tony Cox “ There’s no such thing as long copy. There is only too-long copy. And that can be two words if they’re not the right two words.” Jim Durfee “… money isn’t the most precious commodity these days: time is. We copywriters would do well to respect that.” Barbara Nokes
Edit, edit, edit For example…
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them. 11 words from 36
Exercise Brief exercise:
Exercise Brief exercise: Edit the following copy down
Exercise Brief exercise: Edit the following copy down Rules: - Don ’t replace words - Don’t move the words - Don’t précis or summarise - Don’t lose key points - All you can do is cross out!
Exercise Brief exercise: Edit the following copy down Rules: - Don ’t replace words - Don’t move the words - Don’t précis or summarise - Don’t lose key points - All you can do is cross out! Pause the slideshow on the copy to be edited
Exercise Brief exercise: Edit the following copy down Rules: - Don ’t replace words - Don’t move the words - Don’t précis or summarise - Don’t lose key points - All you can do is cross out! Pause the slideshow on the copy to be edited Try and do it in 5 minutes
Exercise Brief exercise: Edit the following copy down (next slide) Rules: - Don ’t replace words - Don’t move the words - Don’t précis or summarise - Don’t lose key points - All you can do is cross out! Pause the slideshow on the copy to be edited Try and do it in 5 minutes Go for it …
Exercise By far the quickest and easiest way to pay your rent available today is DEFT. You can simply log on to www.deft.com.au and pay online or use our phone payment option by calling 1300 30 10 90. So wherever you are, whatever time it is, you can pay your rent with a minimum of fuss, whenever it suits you. Using the internet also makes it so much easier to schedule payments in advance or check your payment history.
Exercise How did you go?
Exercise How did you go? Could become…
Exercise By far the quickest and easiest way to pay your rent available today is DEFT. You can simply log on to www. deft.com.au and pay online or use our phone payment option by call ing 1300 30 10 90. So wherever you are, whatever time it is , you can pay your rent with a minimum of fuss , whenever it suits you . Using the internet also makes it so much easier to schedule payments in advance or check your payment history.
Short words, short sentences Next, edit the words themselves
Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively?
Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well?
Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well? Easier to understand, easier to read
Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well? Easier to understand, easier to read More friendly & colloquial
Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well? Easier to understand, easier to read More friendly & colloquial Less marketing speak, more customer speak
Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well? Easier to understand, easier to read More friendly & colloquial Less marketing speak, more customer speak “ Generally, use short words, short paragraphs. This will automatically break up the copy into bite-sized portions and make it impossible for the reader to stop.” John Salmon
Short words, short sentences How about these?…
Short words, short sentences How about these?… Priority
Short words, short sentences How about these?… Priority Distribute
Short words, short sentences How about these?… Priority Distribute Contemporary
Short words, short sentences Short sentences:
Short words, short sentences Short sentences: Use punctuation as an accelerator/brake in the reading
Short words, short sentences Short sentences: Use punctuation as an accelerator/brake in the reading Punctuation is your friend!
Short words, short sentences Short sentences: Use punctuation as an accelerator/brake in the reading Punctuation is your friend! Use it to emphasise key points
Short words, short sentences ‘ Too many sentences go on far too long, boring the reader, and making them lose the sense of what we want them to understand.’
Short words, short sentences ‘ Too many sentences go on far too long, boring the reader, and making them lose the sense of what we want them to understand.’ Change commas to full stops: ‘Too many sentences go on far too long. Boring the reader. And making them lose the sense of what we want them to understand.’
Short words, short sentences ‘ Too many sentences go on far too long, boring the reader, and making them lose the sense of what we want them to understand.’ Change commas to full stops: ‘Too many sentences go on far too long. Boring the reader. And making them lose the sense of what we want them to understand.’ Not happy starting with ‘And’? ‘Too many sentences go on far too long. Boring the reader. Making them lose the sense of what we want them to understand.’
Short words, short sentences Punctuation can also replace words:
Short words, short sentences Punctuation can also replace words: Your task is to shorten this sentence
Short words, short sentences Punctuation can also replace words: Your task is to shorten this sentence Your task: shorten this sentence
Short words, short sentences Punctuation can also replace words: Your task is to shorten this sentence Your task: shorten this sentence ‘ is to’ replaced by colon
Short words, short sentences Punctuation can also replace words: Your task is to shorten this sentence Your task: shorten this sentence ‘ is to’ replaced by colon Look for where punctuation can edit out as well as control
Short paragraphs The power of the paragraph.
Short paragraphs The power of the paragraph. Definite style of copy around the world
Short paragraphs The power of the paragraph. Definite style of copy around the world Forces reader to go at your (the writer ’s) pace
Short paragraphs The power of the paragraph. Definite style of copy around the world Forces reader to go at your (the writer ’s) pace However: “On the other hand, short paragraphs can result in a lot of widows and this can make copy look bitty and uninviting. So, co-operate with your art director and be ready to adjust your words in the interests of getting an attractive setting.” John Salmon
Simple language Good copy is not clever
Simple language Good copy is not clever “ Our job is not to make ourselves look clever, but the client’s product.”
Simple language Good copy is not clever “ Our job is not to make ourselves look clever, but the client’s product.” Use colloquial, chatty language not jargon
Simple language Good copy is not clever “ Our job is not to make ourselves look clever, but the client’s product.” Use colloquial, chatty language not jargon How would you describe it face to face?
Summary Know your product: consumer may know more than you
Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’
Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved?
Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved? Write out what you want to say
Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved? Write out what you want to say Edit, edit, edit: condense to barest essentials
Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved? Write out what you want to say Edit, edit, edit: condense to barest essentials Short words & short sentences
Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved? Write out what you want to say Edit, edit, edit: condense to barest essentials Short words & short sentences Talk as a friend, not a marketer
Next: Having reminded ourselves of the fundamentals
Next: Having reminded ourselves of the fundamentals Next: taking our copy to the next level
Next: Having reminded ourselves of the fundamentals Next: taking our copy to the next level Starting with four distinct copy styles
Next: Having reminded ourselves of the fundamentals Next: taking our copy to the next level Starting with four distinct copy styles See you back at the ADMA Learn Website…
Thank you

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3.1 adma advanced copy the process

  • 2. The basic copy process No great tricks
  • 3. The basic copy process No great tricks 1. Get to know your product
  • 4. The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible
  • 5. The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible 3. Discover the problem/issue that the product/service solves for that audience
  • 6. The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible 3. Discover the problem/issue that the product/service solves for that audience 4. Write out exactly what you want to say
  • 7. The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible 3. Discover the problem/issue that the product/service solves for that audience 4. Write out exactly what you want to say 5. Go back and edit out as much as you can
  • 8. The basic copy process No great tricks 1. Get to know your product 2. Learn as much about your audience as possible 3. Discover the problem/issue that the product/service solves for that audience 4. Write out exactly what you want to say 5. Go back and edit out as much as you can 6. Keep refining till the deadline passes!
  • 9. Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton
  • 10. Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott
  • 11. Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe
  • 12. Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe “ Before you even open your pad, open five other things. Your ears, your eyes and your mind.” James Lowther
  • 13. Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe “ Before you even open your pad, open five other things. Your ears, your eyes and your mind.” James Lowther You can only write good copy from good knowledge
  • 14. Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe “ Before you even open your pad, open five other things. Your ears, your eyes and your mind.” James Lowther You can only write good copy from good knowledge Buy the product, shadow shop, experience it, drill down
  • 15. Know your product “ Working without facts means the work can only be fiction.” Alastair Crompton “ I spend a lot of time fact-finding. Dig first, then write.” David Abbott “ I make it a practice to never do anything until I know everything.” Ed McCabe “ Before you even open your pad, open five other things. Your ears, your eyes and your mind.” James Lowther You can only write good copy from good knowledge Buy the product, shadow shop, experience it, drill down Remember your experience
  • 16. Know your audience “ If you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.” Steve Hayden
  • 17. Know your audience “ If you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.” Steve Hayden “ Develop the ability to split your personality. Role-play, just like actors do. Visualise one reader and write to that one person. Stay on this track.” Paul Silverman
  • 18. Know your audience “ If you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.” Steve Hayden “ Develop the ability to split your personality. Role-play, just like actors do. Visualise one reader and write to that one person. Stay on this track.” Paul Silverman “ Keep in mind, at the same time, that your prospect… is likely to be smarter than you are and much warier. He is, after all, not in advertising: you are.” Bob Levenson
  • 19. Know your audience “ If you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.” Steve Hayden “ Develop the ability to split your personality. Role-play, just like actors do. Visualise one reader and write to that one person. Stay on this track.” Paul Silverman “ Keep in mind, at the same time, that your prospect… is likely to be smarter than you are and much warier. He is, after all, not in advertising: you are.” Bob Levenson Never assume…
  • 20. Know your audience For example: - Picture four 60+ year old men…
  • 21.  
  • 22.  
  • 23. What’s the problem/issue? Having understood the audience intimately…
  • 24. What’s the problem/issue? Having understood the audience intimately... ...And the attributes of the product…
  • 25. What’s the problem/issue? Having understood the audience intimately... ...And the attributes of the product... What problem/issue does it solve?
  • 26. What’s the problem/issue? Having understood the audience intimately... ...And the attributes of the product... What problem/issue does it solve? Real, human and tangible
  • 27. What’s the problem/issue? Having understood the audience intimately... ...And the attributes of the product... What problem/issue does it solve? Real, human and tangible I.e., time, money, stress, work/life balance, etc
  • 28. Copy Write out exactly what you want to say
  • 29. Copy Write out exactly what you want to say Then edit, edit, edit…
  • 30. Edit, edit, edit Every letter, every word, every comma should have purpose
  • 31. Edit, edit, edit Every letter, every word, every comma should have purpose Cut out anything that isn ’t 100% necessary
  • 32. Edit, edit, edit Every letter, every word, every comma should have purpose Cut out anything that isn ’t 100% necessary “ Inside every fat ad there’s a thinner and better one trying to get out. In short, the less said the better.” Tony Cox
  • 33. Edit, edit, edit Every letter, every word, every comma should have purpose Cut out anything that isn ’t 100% necessary “ Inside every fat ad there’s a thinner and better one trying to get out. In short, the less said the better.” Tony Cox “ There’s no such thing as long copy. There is only too-long copy. And that can be two words if they’re not the right two words.” Jim Durfee
  • 34. Edit, edit, edit Every letter, every word, every comma should have purpose Cut out anything that isn ’t 100% necessary “ Inside every fat ad there’s a thinner and better one trying to get out. In short, the less said the better.” Tony Cox “ There’s no such thing as long copy. There is only too-long copy. And that can be two words if they’re not the right two words.” Jim Durfee “… money isn’t the most precious commodity these days: time is. We copywriters would do well to respect that.” Barbara Nokes
  • 35. Edit, edit, edit For example…
  • 36. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 37. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 38. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 39. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 40. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 41. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 42. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 43. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 44. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 45. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 46. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them.
  • 47. Edit, edit, edit A good piece of copy is short and to the point, without those unnecessary words that slow the reader down and get in the way of understanding what it is we want to say to them. 11 words from 36
  • 49. Exercise Brief exercise: Edit the following copy down
  • 50. Exercise Brief exercise: Edit the following copy down Rules: - Don ’t replace words - Don’t move the words - Don’t précis or summarise - Don’t lose key points - All you can do is cross out!
  • 51. Exercise Brief exercise: Edit the following copy down Rules: - Don ’t replace words - Don’t move the words - Don’t précis or summarise - Don’t lose key points - All you can do is cross out! Pause the slideshow on the copy to be edited
  • 52. Exercise Brief exercise: Edit the following copy down Rules: - Don ’t replace words - Don’t move the words - Don’t précis or summarise - Don’t lose key points - All you can do is cross out! Pause the slideshow on the copy to be edited Try and do it in 5 minutes
  • 53. Exercise Brief exercise: Edit the following copy down (next slide) Rules: - Don ’t replace words - Don’t move the words - Don’t précis or summarise - Don’t lose key points - All you can do is cross out! Pause the slideshow on the copy to be edited Try and do it in 5 minutes Go for it …
  • 54. Exercise By far the quickest and easiest way to pay your rent available today is DEFT. You can simply log on to www.deft.com.au and pay online or use our phone payment option by calling 1300 30 10 90. So wherever you are, whatever time it is, you can pay your rent with a minimum of fuss, whenever it suits you. Using the internet also makes it so much easier to schedule payments in advance or check your payment history.
  • 55. Exercise How did you go?
  • 56. Exercise How did you go? Could become…
  • 57. Exercise By far the quickest and easiest way to pay your rent available today is DEFT. You can simply log on to www. deft.com.au and pay online or use our phone payment option by call ing 1300 30 10 90. So wherever you are, whatever time it is , you can pay your rent with a minimum of fuss , whenever it suits you . Using the internet also makes it so much easier to schedule payments in advance or check your payment history.
  • 58. Short words, short sentences Next, edit the words themselves
  • 59. Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively?
  • 60. Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well?
  • 61. Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well? Easier to understand, easier to read
  • 62. Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well? Easier to understand, easier to read More friendly & colloquial
  • 63. Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well? Easier to understand, easier to read More friendly & colloquial Less marketing speak, more customer speak
  • 64. Short words, short sentences Next, edit the words themselves Why utilise longer words when diminutive expressions succeed just as effectively? Why use long words when small ones work just as well? Easier to understand, easier to read More friendly & colloquial Less marketing speak, more customer speak “ Generally, use short words, short paragraphs. This will automatically break up the copy into bite-sized portions and make it impossible for the reader to stop.” John Salmon
  • 65. Short words, short sentences How about these?…
  • 66. Short words, short sentences How about these?… Priority
  • 67. Short words, short sentences How about these?… Priority Distribute
  • 68. Short words, short sentences How about these?… Priority Distribute Contemporary
  • 69. Short words, short sentences Short sentences:
  • 70. Short words, short sentences Short sentences: Use punctuation as an accelerator/brake in the reading
  • 71. Short words, short sentences Short sentences: Use punctuation as an accelerator/brake in the reading Punctuation is your friend!
  • 72. Short words, short sentences Short sentences: Use punctuation as an accelerator/brake in the reading Punctuation is your friend! Use it to emphasise key points
  • 73. Short words, short sentences ‘ Too many sentences go on far too long, boring the reader, and making them lose the sense of what we want them to understand.’
  • 74. Short words, short sentences ‘ Too many sentences go on far too long, boring the reader, and making them lose the sense of what we want them to understand.’ Change commas to full stops: ‘Too many sentences go on far too long. Boring the reader. And making them lose the sense of what we want them to understand.’
  • 75. Short words, short sentences ‘ Too many sentences go on far too long, boring the reader, and making them lose the sense of what we want them to understand.’ Change commas to full stops: ‘Too many sentences go on far too long. Boring the reader. And making them lose the sense of what we want them to understand.’ Not happy starting with ‘And’? ‘Too many sentences go on far too long. Boring the reader. Making them lose the sense of what we want them to understand.’
  • 76. Short words, short sentences Punctuation can also replace words:
  • 77. Short words, short sentences Punctuation can also replace words: Your task is to shorten this sentence
  • 78. Short words, short sentences Punctuation can also replace words: Your task is to shorten this sentence Your task: shorten this sentence
  • 79. Short words, short sentences Punctuation can also replace words: Your task is to shorten this sentence Your task: shorten this sentence ‘ is to’ replaced by colon
  • 80. Short words, short sentences Punctuation can also replace words: Your task is to shorten this sentence Your task: shorten this sentence ‘ is to’ replaced by colon Look for where punctuation can edit out as well as control
  • 81. Short paragraphs The power of the paragraph.
  • 82. Short paragraphs The power of the paragraph. Definite style of copy around the world
  • 83. Short paragraphs The power of the paragraph. Definite style of copy around the world Forces reader to go at your (the writer ’s) pace
  • 84. Short paragraphs The power of the paragraph. Definite style of copy around the world Forces reader to go at your (the writer ’s) pace However: “On the other hand, short paragraphs can result in a lot of widows and this can make copy look bitty and uninviting. So, co-operate with your art director and be ready to adjust your words in the interests of getting an attractive setting.” John Salmon
  • 85. Simple language Good copy is not clever
  • 86. Simple language Good copy is not clever “ Our job is not to make ourselves look clever, but the client’s product.”
  • 87. Simple language Good copy is not clever “ Our job is not to make ourselves look clever, but the client’s product.” Use colloquial, chatty language not jargon
  • 88. Simple language Good copy is not clever “ Our job is not to make ourselves look clever, but the client’s product.” Use colloquial, chatty language not jargon How would you describe it face to face?
  • 89. Summary Know your product: consumer may know more than you
  • 90. Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’
  • 91. Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved?
  • 92. Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved? Write out what you want to say
  • 93. Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved? Write out what you want to say Edit, edit, edit: condense to barest essentials
  • 94. Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved? Write out what you want to say Edit, edit, edit: condense to barest essentials Short words & short sentences
  • 95. Summary Know your product: consumer may know more than you Know your audience: connect, don ’t ‘market’ Problem or issue solved? Write out what you want to say Edit, edit, edit: condense to barest essentials Short words & short sentences Talk as a friend, not a marketer
  • 96. Next: Having reminded ourselves of the fundamentals
  • 97. Next: Having reminded ourselves of the fundamentals Next: taking our copy to the next level
  • 98. Next: Having reminded ourselves of the fundamentals Next: taking our copy to the next level Starting with four distinct copy styles
  • 99. Next: Having reminded ourselves of the fundamentals Next: taking our copy to the next level Starting with four distinct copy styles See you back at the ADMA Learn Website…