Conference Agenda
Writing to Your Audience Every Time
- Effective targeting techniques that zero in on your audience
- Picking out the most compelling benefits of your product
- Identifying what motivates your audience
- How to instantly touch those emotional “hot spots” that get you in good with the reader
- Proven and practical methods of increasing credibility for prospective customers
Copywriting Commandments That Every Great Writer Needs to Know
- How to pick hot words and phrases that add to your sell – not detract from it
- Know your features … sell their benefits – and how to always figure this out
- Creating powerful headlines and tag lines that grab attention
- Opening lines that keep your customers reading further
- Tips for breathing life into dry, technical or detailed info
The Short Course on Copywriting Mechanics, Structure and Grammar
- Grammar rules that your 4th grade teacher would be shocked to see you break … but break them anyway
- How to talk one-to-one in a marketing effort that reaches millions of people
- Powerful punctuation: How to use ellipses, bullets, commas for maximum effect
- Using alliteration and repetition properly without coming off cheesy
- Imagery – the power of painting a picture with your words
- How to make your benefit bullets short, snappy and full of reasons for your customer to buy
Avoiding and Overcoming Common Copywriting Headaches and Mistakes
- How to combat wordiness and keep the content sharp
- Tips to keep you from falling in love with your creativity (at the expense of the sale)
- Are your promises big enough – or too big? Techniques that’ll keep your copy from straying over the top
- Walking the tight rope of writing humorous copy
- How to get the ideas flowing when you’re stuck
- The Top 10 Copywriting Mistakes that kill your message, blow your sale and drive copy editors nuts
Writing Copy for Different Media
- Anatomy of a great ad no matter what media you work in: Direct mail, TV, radio, brochures, print ads, Web, press releases, sales letters, faxes or e-mail
- How to grab your customer’s attention in 5 seconds or less when they’re turbo-surfing the Web
- Tips for moving from one media to another
- The qualities of an effective “P.S.” that transforms it from something you just tack on to the end of your copy to a powerful deal-closer
- Fundamentals of Web marketing … copy rules for new media
- Copywriting for visual impact
More Techniques Guaranteed to Take Your Copy to the Next Level
- Keys to building customer trust in your copy
- When, where and how to use testimonials
- USP – what it is and how to make sure that your special promise is big enough
- Ways to dramatize offerings for greater appeal
- Testing your copy: What, when, how and why you test
BONUS: Also included in your two-day copywriting workshop, these special features:
- “Copywriting CSI” – Performing an Autopsy on the Effectiveness of Your Copy! Using real-world case studies, you’ll learn how to objectively audit the true effectiveness of your copy when your marketing piece fails.
- “Forget Carnegie Hall, to Get to Madison Avenue, Ya Gotta Practice, Practice, Practice!” Get hands-on practice transforming your own copy from the merely good to devastatingly GREAT with tons of exercises that’ll help you flex your mighty copywriting muscles!
Meet Your Trainer
Your trainer will be one of the following experts in this field
Joyce Smith
Stay on top of your game with help from one of the nation’s leading “copy doctors”
Companies around the world have turned to Joyce Smith to ghostwrite, fix and resuscitate every kind of writing project known to mankind. From uninspiring web content and coma-inducing books and technical manuals … to insipid marketing materials and corporate correspondence, there isn’t any writing Joyce can’t revive. So, if there’s anyone who appreciates how hard it is to write consistently compelling copy, it’s Joyce.
Joyce’s professional success and keen insight into what makes copy successful has turned her into one of the most sought-after speakers about successful copywriting techniques for thousands of writers, editors and marketing pros across the country.
Mary Pretzer Walker
Full of humor, real-world knowledge, and a keen eye for perfecting and improving even the
most damaged copy, Mary gets our “Top Honor” for writing profitable prose!
With thousands of ads bombarding our senses on a daily basis, Mary knows that the
responsibility of making your company’s product stand out from the crowd often rests squarely
on the shoulders of creative copywriters – just like you!
Having built a reputation as a successful author, writer and marketing pro, Mary’s client list
includes heavy hitters such as Stanford University, A.C. Nielsen, United Airlines, John Deere,
State Farm Insurance, Pitney Bowes, Ragan Communications, Healthcare Financial
Management Association (HFMA), and the National Association of Credit Management, just to
name a few.
*We reserve the right to substitute a trainer of equal quality. |
