1. The Copy WorkShop Workbook
Print Principles
The Copy WorkShop Workbook

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

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

4. 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)

5. Demonstration
Side-by-side
Product usage
Problem

6. 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.

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

8. 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.

9. 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.

10. 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.

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

12. 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