The Copy WorkShop Workbook Print Principles The Copy WorkShop Workbook

Types of basic print ad structures One-liners and banners News The spiral The story The sermon The outline

One-liners One simple statement. Test of great copywriting. Let the visual do as much of the work.

Keeping it new Connect your brand with the news. Connect your brand with contemporary trends and culture. “J-Trick”: Create a campaign that generates its own news. Journalistic approach. New media: Involving the person Blogs, games, free stuff (more on this later)

Demonstration Side-by-side Product usage Problem

The spiral Expands the information as it goes along. Story is stated and restated. Headline, and copy make the point and then you sum it up. Keep adding something new to keep it interesting.

The story Product stories, testimonials and case histories. Search for the drama in the product and the people who use it. Saturn story

Storytelling Good writing is good storytelling. Paint images. Use concrete words. Create suspense, start with a provocative sentence or question. Use words that sing. Try using children and/or animals … cute never hurts. Practice – remember, people remember stories.

New media Three kinds of story being generated here Blogs: A narrative, contains stories. Games: Have a plot. Build a narrative that involves your brand. Sites Search engines Social networks: Facebook, Twitter, etc.

The sermon Writer acts as an authority, instructing. “Corporate we” builds a “one to one” dialogue with the reader. “We” believe, “we” care, “we” are your friends. Tell the story with conviction. Talks about corporate philosophy. Supposed to make you feel good about the advertiser and good about yourself.

Grab the trend Current concerns: green, health and economy. GE: green strategy Kashi: healthful, natural foods Walmart: saving money is smart and necessary

Close with invitation to action Reward the reader who has invested time and effort. Offer the opportunity to do something. Classic direct response techniques Ask for a brochure, helpful guide, free evaluation Free gift or sample Come in for a visit to store or web site