This document provides guidance on creating effective written content through preparation, planning, and execution. It emphasizes starting with clear objectives and research, then developing an engaging message, story, and voice. The content should elicit emotions, be conversational and fun while calling readers to action. Effective writing requires considering the reader's experience and response above all else.

1. nail
content
writing
and inspire your
readers to respond
FELDMAN CREATIVE

2. PLANNING
OBJECTIVES
MEDIA
RESEARCH
MESSAGE
STORY
agenda
WRITING
HEADLINES
VOICE
CONNECTION
EMOTIONS
CONVERSATION
ACTIVATION
EXPRESSION
SIMPLICITY
FUN
STORYTELLING
AROUSAL
CALL FOR ACTION
N A I L
C O N T E N T
W R I T I N G

3. nail
great writing
requires
preparation
great content
requires
planning

4. nail
PLAN & PREPARE
ZERO IN
ON THE GOAL

5. nail
ALIGN
PLAN & PREPARE
the specific objective
of each piece
with the broad objective
of the marketing plan

6. nail
PLAN & PREPARE
what
RESPONSE
will you aim for?

7. nail
PLAN & PREPARE
how will you deliver
value?
what questions will you
answer?
think: i’m here to help

8. nail
PLAN & PREPARE
KNOW THE
TURF

9. nail
THE MEDIA
PLAN & PREPARE
WHERE
WILL THE INTERACTION BE?
WHEN?
WHY?

10. nail
PLAN & PREPARE
RESEARCH
WHO’S DOING WHAT?
WHAT’S OLD? WHAT’S NEW?
WHO ARE THE INFLUENCERS?

11. nail
PLAN & PREPARE
HAVE A MEANINGFUL
MESSAGE

12. PLAN & PREPARE
SERVE A
BIG IDEA
MIX IN SOME TASTY INGREDIENTS

13. nail
PLAN & PREPARE
HOW
WILL YOUR CONTENT BE
RELEVANT?

14. nail
PLAN & PREPARE
HOW WILL YOU
TELL A UNIQUE
BRAND
STORY?

15. it’s time to
write
it’s time to
make your
content come alive

16. HIT YOUR
HEADLINE
HARD
it’s time to
make your
content
come alive

17. HIT YOUR
HEADLINE
HARD
MAKE IT A PARTY STARTER
TANTALIZE AND TEASE
TOUCH A NERVE
it’s time to
make your
content
come alive

18. GET OVER
yourself
it’s time to
make your
content
come alive

19. GET OVER
yourself
the reader is the main
character
MAKE ‘YOU’ YOUR MOST
USED WORD
it’s time to
make your
content
come alive

20. GET THE
NOD
it’s time to
make your
content
come alive

21. GET THE
NOD
pose a question
make a statement
go on a journey
together
it’s time to
make your
content
come alive

22. elicit
feelings
it’s time to
make your
content
come alive

23. elicit
feelings
emotions first,
reasoning second
desires
motivations
it’s time to
make your
content
come alive

24. write to a
friend
it’s time to
make your
content
come alive

25. write to a
friend
have a conversation
no formalities
type the way
you’d talk
questions
it’s time to
make your
content
come alive

26. activate with
verbs
it’s time to
make your
content
come alive

27. activate with
verbs
use adjectives
economically
use verbs with vigor
action
it’s time to
make your
content
come alive

28. express
yourself
it’s time to
make your
content
come alive

29. express
yourself
put your fingerprints
all over the content
find your voice
use it
it’s time to
make your
content
come alive

30. speak
HUMAN
being
it’s time to
make your
content
come alive

31. speak
HUMAN
being
technobabble
is a buzzkill
put a lid on the lingo
little words, big ideas
it’s time to
make your
content
come alive

32. HAVE
FUN
it’s time to
make your
content
come alive

33. HAVE
FUN
lighten up
be cheeky
use rhetorical
questions
use your sense of humor
it’s time to
make your
content
come alive

34. tell
stories
it’s time to
make your
content
come alive

35. tell
stories
storytelling elements
time and place
characters
conflict
resolution
it’s time to
make your
content
come alive

36. it’s time to
arouse
make your
content
come alive

37. it’s time to
arouse
make hearts pound
build curiosity
foreshadow
cliffhangers
surprise
make your
content
come alive

38. teach
it’s time to
make your
content
come alive

39. teach
your mission:
educate
share your
knowledge
generously
deliver value
it’s time to
make your
content
come alive

40. call for
action
don’t say goodbye.
tell readers what to do next...
sign-up
share
download
register
try
buy
it’s time to
make your
content
come alive

41. WRITING REQUIRES PREPARATION
REVIEW
CONTENT REQUIRES PLANNING

42. nailit
and the reader
shall
respond

43. PRESENTED BY
barry feldman
content marketing
copywriting
creative direction
email barry@feldmancreative.com
twitter @feldmancreative.com