Copywriting
>>use language to make
money
Lukáš Colombo Wiesner Marketing Manager Whalebone
– second-hand English
– not really a business-type
– zero patience
+ a lot of XP
+ always the go-to guy for
everything language-related
+ context
Concerning your
assignment...
>>if you "forgot",
do what I used to do:
pretend that you did it.
To give you some time...
What is copywriting?
>>this is so outdated
it was never true
in the first place
Art Craft
Now to the assignment ↓
Magic Mirror (Snow White)
+ omniscient
+ obedient
+ always says the truth
+ can display any place in your realm
+ 4K resolution
+ charged by USB-C
Write an e-shop description
(max. 500 characters)
– 5 min
– mistakes are OK
– you will edit later
What is wrong with it (helicopter view)
Content Form
Target group
B2B x B2B x B2G x B2B2C...
Same features, different value
Target audience x economic buyer
Pain points & solutions
Relatability
Barriers
Competition choice
How will they actually use it!
Again!
– 5 min
– mistakes are OK
– you will edit later
+ think about your
target group
What is wrong with it (helicopter view)
Content Form
Target group
Are features enough?
USP – Unique Selling Point
Focus on result and impact
Emotions
Social proof
Reality check
CTA – Call to action
Necessary facts & information
Again!
– 5–10 min (how fast are we?)
– mistakes are OK
– you will edit later
+ think about your
target group & content
What is wrong with it (helicopter view)
Content Form
Target group
Active voice, positive feel, simple language, no running sentences,
no repetition (forget what Chris taught you in Academic Writing)
Narrative design
>>Aristotle
>>Problem, agitate, solve
>>Before, after, bridge
The communication process
The cooperative principle
Narrative design >>Aristotle >>World we live x will live
Before–after–bridge
>>Problem, agitate, solve
The communication process
effin’ noise
Receiver decodes, but the sender is responsible for the decoding
The cooperative principle
Receiver decodes, but the sender is responsible for the decoding
Yet another plot thwarted by children?
Tired of sending goons to locate young heirs to the throne?
Imagine you could see where anybody is and what they are doing
right now!
Thanks to its ability to show its master anything anywhere,
the new Looking GlassTM increased murder-raid effectivity of the
Dark Necromancer by 700%, helped the Bog Beldam to finally catch
the Little Princess that Could and solved dark rulers’ problems
all around the seven realms.
Order it today and live happily ever after.
499 characters
Again!
– 5–10 min (how fast are we?)
– mistakes are OK
– you will edit later
+ think about your
target group & content & form
Editing
You will spend A LOT of time doing that
>>Wait and hour, a day, a week
>>First draft -10%
(Stephen King principle)
>>Language functions
>>Second set of eyes
>>The client is seldom right,
but if they are the ones actually using the copy...
Copylife
>>how not to burn (out)
Prep work "The job" Editing
Research, comms, admin
Writing
>>agency life
>>in-house life
>>your own business
(no life)
When you had enough...
Content management
or find your niche and die there
Marketing in general
PR
Universal content creator
(graphics, videos, sales enablement)
What do we say when offered
a job in the EvilCorp Inc.?
pls don’t pls do
questions?
