Successful Copywriting oleh:Robert Ashton

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BOOKCLUB
SUCCESSFUL
COPYWRITING
IN A WEEK
Robert Ashton
chapter : 3,4,5
190413
GAMBAR COVER BUKU/
GAMBAR PENDUKUNG LAIN

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WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
TUESDAY
MONDAY
SUNDAY
Understand advertising
Become a popular press commentator
Discover why most promotional print says too much
Explore some other ways to work with words
Learn the art of letter writing
Put yourself in your reader’s shoes
Work out what you want to say1
2
3
4
5
6
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3. SUNDAY
Work out what you want to say
Focusing your message
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A. FOCUS ON THE RESULT
As a result of reading my copy my audience will:
> KNOW what I have set out to tell them
> THINK that what I am describing is relevant to them
> DO something as a result of having read my words

5. B. STRUCTURE TO SUCCEED
1. Getting Attention
2. Make it personal
3. Reasons to Stay Reading
4. Overcoming Likely Objections
5. Being Believable
6. Call to Action
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MONDAY
Put yourself in your reader’s shoes
Using layout, pictures and colours to
make words memorable
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You will learn:
A. Discover how the eye scans a page and
what this means
B. Understand the value of pictures and
know where to find them
C. Consider some typographical techniques that
help words stick
D. Learn what makes words memorable, especially
product names
E. Appreciate why you should always
tell it like it is

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TUESDAY
Writing effective letters
3

10. LIA S. ASSOCIATES
Today you will:
A. Look at why you might write a business letter/email
A. See how writing can build business relationships
A. Consider how to balance formality with familiarity
A. Understand how email is both different from and
the same as the written letter

11. LIA S. ASSOCIATES
Here are some reasons you might choose to write a personal
letter to your customers and prospects.
+ To tell them about a special offer
+ To invite them to special themed events
+ To let them know about new services
+ Because their birthday or another significant anniversary
is approaching and you have a record of the date
+ To contact people able to bring business to you
A. Reasons for Writing a Letter/Email

12. Avoiding Spam
LIA S. ASSOCIATES
For your email to be seen as something other than spam, it
must be clear to the reader immediately that this email is:
+ addressed personally to just one person
+ relevant to their situation
+ credible

13. B. How Letter/Email Build Relationships?
LIA S. ASSOCIATES
+ Personal
Treat the receiver as an individual, demonstrate your
knowledge on what makes them unique
+ Proof
Show that you want to build long
term relationship, respond to their
feedback and meet their needs
+ Profit
Give them good reason to read
and respond

14. Dear Saleem
Now that you have been driving your new AUDI A4 for THREE months,
I wanted to make sure you are enjoying life with your new car. It is,
after all, only when you really get to know a new car, that you really
appreciates its finer points. Do your children enjoy the ride in the
back?
To help me tell more people about the comfort, economy, safety and
tremendous value for money that Audi delivers, I’d be grateful if you
would complete and return the enclosed short questionnaire. If you
return it within two weeks, as a token of our gratitude for your honest
feedback, we will give you a voucher worth 25$, redeemable against
the cost of your car’s first service.
I look forward to hearing from you soon.

15. C. Balance Formality with Familiarity
The key to this is having a good customer DATABASE
INFORMATION ENABLES YOU TO
Date of birth Send a card on their birthday
Offer age-related products (credit cards at 18)
Interest Introduce contacts with shared interests
Theme mailshots for groups of contracts
Company year end Offer capital equipment at an appropriate time
Partner’s name Involve both in the business idea suggested
Invite both to events
Product usage Offer replenishment stock beforehand
Develop planned maintenance
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16. LIA S. ASSOCIATES
Always be sure to have your customers’
WRITTEN CONSENT
to keep their information and send them offers.
Use a CUSTOMER SATISFACTION FORM
to collect data and confirm permission

17. Dear Tom, now that you are 18 you no longer have
to rely on your parents’ credit cards for making
those online purchases. You can apply for your
own card, which means that your purchase will not
appear on their statement.
Dear Mr George, having reached the age of majority,
you are deemed capable of managing debt and, with
this in mind, we are delighted to enclose for you an
application form for our credit card.
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18. LIA S. ASSOCIATES
Letters Are Good For Emails Are Good For
Making it clearly personal Keeping in touch with people you know
Enclosing samples or literature Directing people towards a webpage
Delivering praise or compliments Sending information very quickly
Confirming an agreement because
you can both sign and keep copy
Enabling the recipient to share with
others easily
D. LETTER VS EMAIL

19. LIA S. ASSOCIATES
Letter Email
To Get the name and address
right, avoid qualifications
unless you know the
person expects it
Avoid putting in lots of
addresses in the ‘To’ box
Date It is always important to
date your letter to avoid
confusion
Remember that your email
will arrive with the date and
time you sent it
Salutation Choose ‘Dear Mr Smith’ or
‘Dear John’, depending on
the level of formality you
feel is appropriate
Avoid using ‘Dear’ in
emails. Instead, use ‘Hi
John’. Remember that by its
nature, email is less formal
Content Get your points across in
as few words as possible
The same applies, but you
can add hyperlinks to
webpages to save words

20. LIA S. ASSOCIATES
Letter Email
Appearance Use a clear font and make
it as big as you feel
comfortable with
Many people view emails in
‘plain text’ so fancy
formatting may get lost,
keep it simple
Sign off ‘Yours sincerely’ is always
the best bet
‘Regards’ is the most
common. ‘Cheers’ can be
used for less formal style
Your name Always use Full Name
(First+Family name), add a
Mr, Ms, Mrs, Miss prefix for
more certainty
Make sure your email
signature is appropriate and
take the time to edit for a
specific email
PS Better without A great opportunity to add a
personal message to show
this is not spam

21. + Keep the message short and to the point, use hyperlinks
+ Restrict subject lines to eight words
+ Abbreviations and emoticons only for those you know really well
+ Avoid lurid backgrounds and ‘comic’ fonts
+ Seek a response - ask your recipient to ‘click and reply’
+ Include phone number so phone users can call you immediately
+ Avoid large attachments
TIPS FOR EMAILS

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WEDNESDAY
Making advertising work for you
4

23. Advertising is used where your
prospect cannot readily
be identified and written to
as an individual.
It also plays a role to build
awareness & confidence
in the product or service
you’re promoting.
Why Do We Advertise?
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24. Writing a good & effective copy is only possible when you know
exactly what, why, when, and to whom you want to say.
As well as how you want your reader to respond.
Advertising: The Brief
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25. All advertising copy has to paint a picture in the mind of the
reader. Equally important is the need for brevity.
Writing Style
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26. Example that show how words can paint pictures
Writing Style
What it is How you describe it
Your wife’s car needs replacing
now a baby is on the way
Pregnancy forces sale of much
loved 2009 Fiesta
The cat has just had kittens
again!
Fluffy, friendly kittens seek new
homes
You need to recruit someone to
clean lorries used to collect
abattoir waste
If you’ve got the stamina, we’ve
got the guts!
Determined truck cleaner needed
You are a window cleaner Want a brighter outlook?
Let me make your windows
sparkie
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27. Lineage All ads are printed in columns with
each new ad starting on a
separate line
Semi-display As above, but usually with a line
between ads, creating a little
more space and a lot more impact
Display As above, but with the words
printed in a box
Colour Sometimes colour can be used,
usually a tint behind the ad
Classified Ads: Types of Classified Ads

28. Classified Ads: Types of Classified Ads
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29. Classified Ads
What are you selling? A description of the item. Follow
the style of publication
Why should I buy it? Further descriptive text that ‘sells’
Where are you? Important if you want buyers to
visit you
How much? What is the asking price and is it
negotiable
How do I contact you? Phone number, email addres and
website
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30. In a good display recruitment ad you
should have:
+ Job title
+ Reward package
+ How to find out more
+ How to apply
+ What’s so special
+ What’s involved
+ Why you’re recruiting
Recruitment Ads
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31. A few techniques that will make your directory ads more effective
Directory Ads
Feature Example
Make the headline personal Our printer accessories last you
years
Link to your website Visit www.bumperdeals.co.uk for
this week’s special offer
Encourage enquiries, as well as
order
Ring for your FREE copy of our
guide to home improvements
Offer several ways to respond Ring, fax, email, write or call in….
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32. Directory Ads
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33. + Bring this ad to our stand and we’ll give you a free cup of coffee
+ Ring us and quote “ExEx12” and we’ll pack a free gift
with your first order
+ Visit our stand, under the pink balloons and we’ll give you a balloon
to take home for your kids
Exhibition Catalogues
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34. Unusual Advertising
Location Headline Product
Back of a bus Ever wished your car
had more poke?
High performance
cars
Above a urinal can we lend you a
hand?
Temping agency
offering factory staff
Roadside hoarding No one queues on
your network
Telecoms provider
Restaurant bill Need a taxi? Minicab firm
Bus (upstair) Enjoy more of a view? Holidays
In a lift Feeling hot? Deodorant
A few examples to simulate your imagine
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THURSDAY
Communicating clearly
with the media
5

37. Types of Media
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38. Choose a publication targeting those that:
+ Share your target audience
+ Carry ads from organizations in your
sector (particularly your competitors!)
+ You know your existing customers
read, trust & enjoy
+ You read regularly because they inform
you.
So you stand a better chance of being
heard & to build a relationships with
writers on specialist or regional titles.
Which publications you should choose?
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39. Journalists are deadline driven.
Weekly & monthly titles will have a
mixture of features that are not time-
critical and stories that are current at
publication time.
To succeed in getting your news
published, recognize how an editorial
team works & present your story at
most appropriate time.
How are news releases selected for publication?
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40. Writing a Release: Photographs
Photographs should:
+ Create a visual metaphor
+ Avoid visual clichés
+ Not overtly promote your brand
+ Catch the eye
A good picture will give you a lead
into the headline & story you want to
write.
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41. Writing a Release: Headlines
Headlines should be short (up to 10
words), attention grabbing, and
clearly linked to your picture.
Homophones, homonyms, and
alliteration are particularly powerful.
Also use the style of language your
target reader will be comfortable with.
Avoid jargon and acronyms.
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42. Writing a Release: The First Paragraph
Your first paragraph has to
summarize all that you want to say.
It would be great to include location,
date, time, host, speaker, ticket price,
and a contact number…. Everything
that is needed for the reader to make
contact with you.
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43. Second paragraph should support &
expand the first one. It has to really
add value.
One of the best way is to include a
quote. It is essential to earn written
permission of the person you are
quoting in your news release.
Writing a Release: Subsequent Paragraphs [1]
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44. Third paragraph should contain
further evidence supporting
significance of event. Statistics and
others can be included. Just keep it
short, though.
And your press release needs to have
clear end, followed by information
about the accompanying photo and
contact details.
Writing a Release: Subsequent Paragraphs [2]
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46. As a good copywriter, you will be able
to translate national headlines into
stories you can submit as comments.
It’s all down to creative thinking and
seeing what could be.
Becoming a Commentator
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47. Most publications also welcome
regular blogs from qualified
commentators.
A good blog should:
+ Be topical, short, & make clear
point to provoke comment
+ Express opinion, not promote a
business
+ End with your name & what you do
+ Link to your website
Blogs!
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48. ‘No Comment’ is the worst response you can have.
In print, it equals to admission of failure.
Dealing with the Unexpected ...
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49. + Statements are usually:
> Factual
> Third Person
> Straight
+ Key points when writing a statement:
> Start with a positive
> Explain the facts
> Explain your actions
> Confirm your findings
Dealing with the Unexpected: Giving Statements
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50. THANK YOU
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