Training Course Outlines:
In one day, DM copywriting Essentials address:
• Basic copy techniques and broad guidelines
• Knowing your product
• Traditional direct mediums and new media: SMS/MMS, banner ads, on-exit, pop-up, pop-under, rich media, SEO/SEM, content-based editorial, e-mail
• Creativity and judging creativity
• The idea: Generating, presenting, obtaining approval
• Features vs. benefits
• The Copy Circle and Copy Bridges
• Call or action: Logical flow, ease, immediacy and visual calls to action
• Legal’s and mandatories
• Setting a structure
- An introduction: Socratic, empathy, starts broad
- The problem: demonstrating understanding of the audience's issue
- The solution: the proof, the credibility and the peace of mind
- The threat: what happens if you don't
• Brochure copy
- Official
- Save something for later
- Corporate values
- Brochure skeleton
