Communicating the messagebbcdcomdes.weebly.com/uploads/1/1/8/6/11866691/3._copywriting_not… ·...
Transcript of Communicating the messagebbcdcomdes.weebly.com/uploads/1/1/8/6/11866691/3._copywriting_not… ·...
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Communicating the message
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Our job as visual communicators is to create clear, easy to understand messages that target a defined audience and encourage them to do something for our clients …
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There are two media types; lean forward and lean back:
“Lean Forward” – people who are actively seeking out
information about your client, their products or services.
More often than not nowadays this means online. They
want to know stuff, so tell them. Make it easy for them to
find the details they’re looking for. More on this when we
cover Writing for the Web.
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“Lean Back” – these folks are more ‘passive’, they’re
watching TV, sitting on the train, skimming a magazine
or listening to the radio in their car.
To reach these people you need to grab their
attention and create and hold their interest. While
we’ll spend some time learning about how to write for
’lean back’ media, the bulk of the copywriting we’ll
be learning about is aimed at the ‘lean forward’
mediums of Print, Outdoor, TV and Radio.
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“Tell me what I don’t know in terms that I do.
Tell me in 30 seconds or less. Make it snappy and
make it stick.
And remember, I didn’t ask for this.”
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The fundamental principles:
• There’s no such thing as a mass audience, only ever an
audience of one.
• Read everything you write out loud. The best writing should
sound just like talking written down.
• R.E.G. = Respect, Empathy, Genuineness. If you’re going to
persuade anyone to do, feel or think anything, you must
approach them with respect, have empathy for their situation,
and talk to them genuinely and honestly.
• The most important and powerful person in any
communication is always the receiver of the message.
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The Target Market
Demographics
Age
Gender
Income
Occupation
Location
Psychographics
Attitude
Personality
Values
Interest
Lifestyle
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Your message
Headline
Bodycopy
Call to action
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“If you’re trying to persuade people to do something or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.” David Ogilvy
Tone of voice
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Question: What’s wrong with this headline?
“Our New Weight Loss Breakthrough Slaughters Unhealthy Cravings and Forces You to Shed
Weight Wickedly Fast!"
Tone of voice
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Answers:
Don’t use a word like "slaughters" when you're selling a food product. The image of blood mixed with food ... not good.
Don’t use a word like "wickedly" in a market dominated by middle-aged women. They'll be confused by the slang use of this word. It might be appropriate for young men who are into skateboarding and snowboarding, just not here.
Tone of voice
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So, we need to be careful to match the tone of voice of our target.
Tone of voice
Different brands also have a tone of voice they use to communicate.
A brand’s tone of voice is a refection of it’s ‘personality’.
A brand’s personality is a refection of who they think their customers are.
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The Brief
The 3 basics of a brief are:
1. The profile of the target audience – exactly who are they?
2. The core message that needs to be communicated
e.g. “Paul Denny – we do conveyancing.”
3. A good reason why the audience should be interested – what’s the benefit?
“When all you do is conveyancing, you get really good at it.” http://www.youtube.com/watch?v=QAoC2S30CIg
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The Six Step Brief:
1. What is the business issue?
2. Who are we talking to?
3. What is their problem?
4. What is our solution?
5. What is the permission to believe?
6. What is the character?
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Selling Benefits rather than features
“When you’re selling something, don’t tell people what it does, tell them why it will improve their lives.
This takes the ‘so what?’ factor into account:
Assume your customers say ‘so what?’ to every claim you make and then give them the answer before they’ve even thought of the question.”
Mark Shaw
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Features = Facts Benefits = What’s in it for me?
Benefits Vs. Features
Features = 9 air bags, computer controlled braking
Benefit = ?????
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Features = Facts • Price • Technical stuff in hard to understand language • Appeals to the logical, analytical part of you • Harder to get attention with and harder to digest
Benefits = USPs • How will it make me feel? • How will it make my life better? (Waxed cars use less gas.) • Often the basis for a slogan or headline
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Writing Slogans
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Slogans:
Slogans are a bit like headlines but rather than seeking to capture your attention, they seek to distil down the 'brand essence’.
Slogans are ‘grounded in a key benefit and they should say something to that’s unique about the product or brand in a way that’s catchy, memorable and, above all, in-line with the ‘s personality.
Slogans can and do evolve over time, sometimes as a result of a shift in the target market but more likely because an advertiser wants to change their product or brand’s perception in the market.
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1904 “Coca – Cola is a delightful, healthful, palatable beverage.”
1905 “The favourite drink for ladies when thirsty, weary and despondent.”
1906 “Full of vim, vigour and go.”
1919 “3 Million A Day!” 1928 “25 Million A Day!” 1939 “The drink that keeps you feeling right” 1965 “50 Million times a day”
1970 “It’s the real thing” 1977 “Coke adds life” 1991 “Can’t beat the feeling” 1996 “Enjoy!” 2005 “Welcome to the Coke side of life”
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Great minds like a think.
The Economist
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Think outside the dodecahedron.
The Economist
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