1. Copywriting is Selling In Print “If he isn’t a salesman, he can’t write selling copy. If he isn’t a writer, he can’t be a salesman in print.” Rosser Reeves, Chairman, Ted Bates & Co Inc ATTRIBUTION: On the making of a copywriter, Advertising Age 19 Apr 65

2. Translate Your Product Features Into Customer Benefits What features of your products and services deliver benefits (to your target market) that are perceived as desirably different from similar offers made by your competitors? Focus on: Key Factors of Success

3. Message Strategy Copy Platform What are you going to say and how are you going to say it? Art Direction What are you going to show and how are you going to show it? Production Values What are you going to create and how are you going to create it?

4. Package Your Prose Address your Customer’s concerns Speak your Customer’s language Use your Customer’s language style

5. Headline Functions 1.Get attention 2.Select reader: “This ad is for you.” 3.Promise a customer benefit 4.Present product news 5.Present a complete selling idea 6.Lead reader to subheads & body copy

6. Headline Types 1.Benefit 2.News and Information 3.Command 4.Provocative 5.Question

7. Copy Style 1.Straight line copy 2.Narrative copy 3.Dialogue 4.Gimmick

8. Copy Pitfalls 1.Me, me, me… I, I, I 2.Features (not benefits) featured 3.Negative copy 4.Boring Copy 5.Vague copy

9. Copy Formulas AIDA Attention, Interest, Desire, Action P.P.P.P. Picture, Promise, Prove, Push PAPA Promise, Amplify, Prove, Action

10. Jack Lacy’s 5 Points 1.What will you do for me if I read your copy? 2.How are you going to do this? 3.Who is responsible for this promise? 4.Who have you done this for? 5.What will it cost me?

11. Bob Stone’s 7 Steps 1.Lead with your most important benefit. 2.Enlarge upon this benefit. 3.Tell specifically what the reader will get. 4.Give proofs and endorsements. 5.Tell what might be lost if no action is taken. 6.Rephrase prominent benefits. 7.Incite action now.

12. Inhibitors of Creativity Ethnocentric Attitudes “My way is the only right way.” Self-Reference Criteria “Everyone’s preferences are exactly the same as mine.” Creativity by Committee “There is safety in numbers. Two heads are better than one. 10,000 creative directors can’t be wrong.”